Prepared by Le Strand, a luxury relocation and buyer-sourcing firm, for Fouquet's Miami (the Fouquet's Hotel & Residences branded residences in the Miami Design District). Version of November 3, 2026.
Reviewer note. This is a working plan, published so an outside reviewer can critique it. Please test the funnel math, the channel mix, the budget, the timeline and the risks, and say plainly what you would change, cut or add. Every figure marked EST or planning is an estimate or a planning assumption, not a result. Sourced figures name their publisher and data year.
Goal. Commit to 30 to 50 buyers in 12 months, plan around about 3,000 qualified buyer conversations, and treat 100 buyers as the stretch case. The 3,000 figure is a planning target, never a promise.
Plan in one paragraph. Reach owners of $5M+ homes in Florida and eight target US states by printed letter and verified email. Keep and grow the developer's Google and Meta campaigns, rebuilt in English, Spanish and Portuguese, with a landing page and a reply in the reader's language and ad bidding trained on qualified buyers from the developer's CRM. Add introductions from private banks, family offices, lawyers and relocation advisers in the US and Latin America, previews at the Fouquet's hotels and Fouquet's-style events, a Latin America press push and 10 to 20 hosted micro-influencers. Each wider push opens with a private preview for owners, partners' clients and the named list.
Commercial shape. One all-in monthly fee for 12 months covering Serena's fee, the paid media Le Strand runs on the developer's behalf, technology (including non-paid digital reach) and direct mail, plus a success fee only on Le Strand-sourced contracts, with a cancellation option.
| Headline figure | Value | Basis |
|---|---|---|
| Buyers to commit to | 30 to 50 | Recommendation; 100 is the stretch |
| Qualified conversations, 12-month planning target | about 3,000 | Planning figure, not a promise |
| Conversations the plan can generate, 12 months | 1,370 low / 3,341 base / 6,614 high | EST |
| Close rate used for planning (conversation to contract) | 2% | EST; shown at 1% and 3% beside it |
| Buyers implied by the base case at 2% | about 67 | EST |
| Residences in the building | 143 | 100 buyers would be 70% of them |
| Planning average price per residence | $3.3M | Planning figure |
| All-in monthly fee, planning | $96,179 to $121,179 | Depends on media of $50,000 to $75,000 a month |
Bottom line. 30 to 50 buyers is reachable in the base case at a 1% to 1.5% close rate. 100 buyers needs either a 3% close rate on the base case or the high case at 1.5% to 2%: the national owner list mailed every quarter, about 70 active partners, media near $75,000 a month and a triage layer for first contact.
All terms are proposed and subject to counsel and a definitive agreement.
| Term | Proposal |
|---|---|
| Scope | Buyer sourcing. The developer's sales team keeps running the sales gallery; Le Strand sends it qualified buyers booked for a gallery visit or video tour, with notes already in the developer's CRM |
| Term | 12 months, with a cancellation option: either side may cancel on 60 days' written notice after month 6 (proposed) |
| Fee structure | One all-in monthly fee covering (a) Serena's fee, (b) paid media run through Le Strand at cost, (c) technology, including non-paid digital reach, and (d) direct mail |
| Serena's fee | $30,000 a month (planning figure) |
| Paid media | $50,000 to $75,000 a month (planning range), passed through at cost and reported line by line |
| Technology | $15,000 a month (planning figure): buyer-signal listening, organic social, multilingual content, the AI ad engine, the 24-hour multilingual concierge and the live dashboard |
| Direct mail, named list | $1,179 a month (planning figure): about 3,000 names x 4 letters x $1.179 |
| Success fee | Paid to Serena as the buyer's broker on Le Strand-sourced contracts: 0.5% or 0.7% (not yet decided), set against a typical 3% for an outside buyer's agent. Structure and payment set with Florida counsel before signing |
| Lead registration | Every lead is entered in the developer's CRM tagged "Le Strand sourced", with date and source. That record is the reference for both sides |
| Tail | Success fee applies to contracts signed within 180 days after the end with buyers Le Strand registered (proposed) |
| Data | Buyer data in the developer's CRM belongs to the developer |
| Media position | Keep and grow Google and Meta, rebuilt. Le Strand works alongside the developer's agency and agrees who places which buys |
| Start | One-way NDA signed by Le Strand; the first 30 days are an account and lead-data review with a written fix list |
Success fee at the planning average of $3.3M (planning figures)
| Buyers | Contract value | 0.5% | 0.7% | Typical 3% outside buyer's agent |
|---|---|---|---|---|
| 30 | $99,000,000 | $495,000 | $693,000 | $2,970,000 |
| 50 | $165,000,000 | $825,000 | $1,155,000 | $4,950,000 |
| 100 | $330,000,000 | $1,650,000 | $2,310,000 | $9,900,000 |
What the Nov 3 audit found to build on. The developer's current tracking setup gives the rebuild a good base. The quick wins: launch Spanish and Portuguese pages (the /es and /pt paths are not live yet), add country, language, budget and a WhatsApp option to the inquiry form (it currently asks for a US zip code), extend the Meta creative beyond one English creative family running since June, align the starting price across ads (one Spanish Google ad says $1.5M, other ads say $1.8M), and add separate $5M+ and penthouse campaigns. On Google's ad library (US, Nov 3, 2026) Fouquet's showed 23 ads, 9 of them search; Cipriani 26, St. Regis 54 and Mandarin Oriental about 3,000.
Targeting is by place of residence, property value, price band and interests. It is never by surname, language or national origin.
Population context (sourced). UHNW means a net worth of $30M or more.
| Region | Sourced population | Named or listable for this plan |
|---|---|---|
| Florida | 11,244 UHNW residents (Altrata World Ultra Wealth Report 2025, H1 2025 data); 17,111 forecast for 2030 | About 9,900 owners of $5M+ homes, last 5 years (EST, Florida Department of Revenue tax rolls) |
| Miami metro home footprint (a different measure) | 17,457 UHNW own a home there, 13,211 of them as a second home (Altrata Residential Real Estate 2025). This counts homes, not Florida residents | Overlaps every other row; never added |
| US outside Florida | 181,226 UHNW (EST: Altrata 2025 US total minus Florida, same report and date); about 237,000 on Knight Frank's 2026 model (EST) | About 16,500 $5M+ owners in 8 target states and about 5,400 in the rest of the US (EST) |
| Latin America and the Caribbean | 16,400 UHNW (Altrata World Ultra Wealth Report 2026, 2025 data) | About 294 named today; about 114 South Florida owners of $1.8M+ homes with a Latin America or Caribbean mailing address (Florida tax rolls, our count) |
| Wider $5M to $30M band | About 5.3 million people worldwide (Altrata World Ultra Wealth Report 2026, 2025 data) | Reached mainly through paid media and partners |
| All regions | About 2,240 named today with a buyer profile; about 3,240 after a first full build (EST) |
12-month qualified conversations by region (EST, low / base / high)
| Region | 6 months | 12 months | Buyers from base at 1% to 3% |
|---|---|---|---|
| Florida | 183 / 438 / 863 | 553 / 1,308 / 2,535 | 13 to 39 |
| US outside Florida (8 target states first) | 158 / 376 / 735 | 478 / 1,127 / 2,167 | 11 to 34 |
| Latin America and the Caribbean | 108 / 290 / 613 | 309 / 831 / 1,762 | 8 to 25 |
| Other international | 12 / 30 / 60 | 30 / 75 / 150 | 1 to 2 |
| Total | 461 / 1,134 / 2,271 | 1,370 / 3,341 / 6,614 | 33 to 100 |
All leads are qualified conversations (EST). L / B / H = low, base, high.
| Channel | What we do | 12 months L / B / H | Buyers, base at 1% to 3% | Cost (planning) |
|---|---|---|---|---|
| Owner-list direct mail, national $5M+ list | Florida, 8 target states and rest of US; quarterly printed letter from January with a personal link tracked in the CRM | 478 / 955 / 1,433 | 10 to 29 | About $36,000 a mailing, about $143,000 a year; data about $3,500 to $5,000 once (EST) |
| Direct mail, named list | About 2,000 names today growing to about 3,000; quarterly letter plus the adviser route | 112 / 324 / 900 | 3 to 10 | $1,179 a month ($14,148 a year) |
| Verified personal email where found (about 20% to 35% of owners, EST), sent under CAN-SPAM rules with a working opt-out | Counted inside the two list lines | Inside the technology fee | ||
| Google search and display | Keep and grow. Ads in English, Spanish and Portuguese, native-language landing pages, CRM outcomes fed back to bidding | 209 / 523 / 1,046 | 5 to 16 | About 45% of media: $22,500 to $33,750 a month |
| Meta (Facebook, Instagram) | Keep and grow. Video and carousel in 3 languages under Meta's housing ad rules, refreshed weekly | 256 / 639 / 1,279 | 6 to 19 | About 55% of media: $27,500 to $41,250 a month |
| AI-generated multilingual ads | A capability: hundreds of ad variants in English, Spanish and Portuguese, drafted and resized by our AI ad engine; a person checks every line for facts, brand and fair housing, and native speakers review copy | Counted inside Google and Meta | Inside the technology fee | |
| Micro-influencers | 10 to 20 creators in luxury travel, food, design and relocation, hosted not paid, FTC disclosure on every post | Counted inside press and organic | Hosting costs per event | |
| Partners and advisers, US and Latin America | Introductions from private banks, family offices, lawyers, relocation firms and licensed brokers | 150 / 450 / 1,050 | 5 to 14 | Inside Serena's fee |
| Fouquet's hotels, Design District stores, events | Previews in season, store client evenings, Art Week, city evenings | 100 / 250 / 500 | 3 to 8 | Events budgeted one at a time |
| PR, organic content and concierge | Content in 3 languages, Latin America press, 24-hour multilingual concierge | 50 / 150 / 300 | 2 to 5 | Inside the technology fee |
| Latin America names | Owners with a foreign mailing address, adviser referrals, event sign-ups | 15 / 50 / 105 | 0 to 2 | Small |
| Total | 1,370 / 3,341 / 6,614 | 33 to 100 | See section 8 |
Paid media cost per qualified conversation (EST): about $1,000 low, $500 base, $300 high, derived from published 2025 US real-estate ad benchmarks with an adjustment for luxury buyers and qualification. Meta audience sizes and Google keyword volumes will be pulled in the 30-day account review.
A qualified conversation is a named buyer with budget ($1.8M+), market and timing recorded, in a two-way exchange by phone, WhatsApp, video or at the gallery. The definition is agreed with the developer.
Chain (planning assumptions, EST): contacts and impressions x 1% to 2% = qualified conversations; x 20% = private tours or meetings; x 5% / 10% / 15% = contracts. End to end, conversation to contract = 1% / 2% / 3%.
| Target | Close 1% | Close 2% | Close 3% |
|---|---|---|---|
| 30 buyers: conversations needed | 3,000 | 1,500 | 1,000 |
| 50 buyers: conversations needed | 5,000 | 2,500 | 1,667 |
| 100 buyers: conversations needed | 10,000 | 5,000 | 3,333 |
| 100 buyers: private tours or meetings needed (20%) | 2,000 | 1,000 | 667 |
| 100 buyers: contacts and ad impressions needed | 500,000 to 1,000,000 | 250,000 to 500,000 | 167,000 to 333,000 |
Contacts and impressions count reach across the $5M to $30M band and repeat exposures, not unique UHNW people.
12-month supply (EST): low 1,370, base 3,341, high 6,614. Base = current plan ceiling 2,340 + national owner list 955 + Latin America names 50 (components rounded).
| Supply case, 12 months | Conversations | Buyers at 1% | Buyers at 2% | Buyers at 3% |
|---|---|---|---|---|
| Low | 1,370 | 14 | 27 | 41 |
| Base | 3,341 | 33 | 67 | 100 |
| High, Latin America held to 800 | 5,652 | 57 | 113 | 170 |
| High | 6,614 | 66 | 132 | 198 |
Monthly ramp (planning): about 75 conversations a month in months 1 and 2, about 200 in months 3 to 6 and about 350 in months 7 to 12. Contracts trail conversations by 6 to 18 months, so many buyers from months 7 to 12 sign after month 12.
Defaults shown in plain text below are for 100 buyers at a 2% close rate against the base supply case. If your browser runs JavaScript, change the inputs to recalculate. All outputs are EST.
| Conversations needed | 5,000 |
|---|---|
| Private tours or meetings needed (20%) | 1,000 |
| Contacts and impressions needed (1% to 2%) | 250,000 to 500,000 |
| Conversations in the chosen supply case | 3,341 |
| Shortfall | 1,659 |
| Buyers that supply implies at this close rate | 67 |
| Share of the 143 residences | 70% |
| Month | Needed this month | Running total needed | Supply this month (same ramp) |
|---|---|---|---|
| M1 | 123 | 123 | 82 |
| M2 | 123 | 246 | 82 |
| M3 | 328 | 574 | 219 |
| M4 | 328 | 902 | 219 |
| M5 | 328 | 1,230 | 219 |
| M6 | 328 | 1,557 | 219 |
| M7 | 574 | 2,131 | 383 |
| M8 | 574 | 2,705 | 383 |
| M9 | 574 | 3,279 | 383 |
| M10 | 574 | 3,852 | 383 |
| M11 | 574 | 4,426 | 383 |
| M12 | 574 | 5,000 | 383 |
Monthly need follows the planning ramp (75, 75, then 200 a month, then 350 a month, 3,050 in total).
Verdict. 30 to 50 buyers is reachable in the base case at 1% to 1.5%. 100 needs a 3% close on the base case, or the high case at 1.5% to 2%. We treat 100 as the high case. What 100 requires:
| Month | What happens | Milestone |
|---|---|---|
| M1, Nov 16 to Dec 15 | NDA, account and lead-data review; Florida list built; national list build starts; Art Week owner breakfast and private preview; first test ads; adviser introductions; Latin America press angle | Written fix list by day 30 |
| M2, Dec 16 to Jan 15 | Spanish and Portuguese pages, short form with WhatsApp, concierge; first letter to the named list; hotel previews requested for the New Year and ski season | First quarterly letter |
| M3, Jan 16 to Feb 15 | First national mailing; CRM outcomes sent to Google and Meta; $5M+ and penthouse campaigns; first hosted creators | First national mailing; 90-day review |
| M4, Feb 16 to Mar 15 | New York evening (planned Feb 2027); scale the markets and messages that work | About 200 conversations a month (plan) |
| M5, Mar 16 to Apr 15 | Second national mailing in April; Latin America previews start (Bogotá, Mexico City, São Paulo, dates not set) | Second national mailing |
| M6, Apr 16 to May 15 | Six-month review; cancellation option opens (60 days' notice) | First verified sales milestone, if the developer approves |
| M7 to M8, May 16 to Jul 15 | Full run; third national mailing in July; second creator wave | About 350 conversations a month (plan) |
| M9 to M10, Jul 16 to Sep 15 | Full run; plan Art Week 2027 with partners | Running total about 2,000 by M9 (plan) |
| M11 to M12, Sep 16 to Nov 15 | Fourth national mailing in October; year review; renewal terms | About 3,000 conversations (plan) |
All figures are planning figures.
| Line | Monthly | 12 months | Note |
|---|---|---|---|
| Serena's fee | $30,000 | $360,000 | Strategy, weekly ad and page review, partner and adviser introductions, press, the in-house team, monthly report |
| Paid media, at cost | $50,000 to $75,000 | $600,000 to $900,000 | Google, Meta and other paid social, run through Le Strand and reported line by line |
| Technology | $15,000 | $180,000 | Non-paid digital reach: listening, organic social, multilingual content, AI ad engine, concierge, dashboard |
| Direct mail, named list | $1,179 | $14,148 | About 3,000 names x 4 letters x $1.179 (12,000 pieces) |
| All-in fee | $96,179 to $121,179 | $1,154,148 to $1,454,148 | One monthly fee |
| Option: national owner list mail | about $11,900 | about $143,000 | About $36,000 a mailing, 4 mailings from January (about 121,400 pieces, EST) |
| Option: list data and email checks | about $3,500 to $5,000 once | EST | |
| All-in with the national list | about $108,100 to $133,100 | about $1,300,000 to $1,600,000 | EST; events budgeted one at a time |
| Success fee | See section 2 | 0.5% or 0.7% of Le Strand-sourced contracts |
A Florida-only owner list costs about $41,000 a year of mail instead of $143,000 (EST). Mail above 500 pieces a month needs a quoted volume plan from the mail provider.
| KPI | Planning target or use |
|---|---|
| Qualified conversations, by source, country, language and budget | About 75 a month in M1 to M2, about 200 in M3 to M6, about 350 in M7 to M12; about 3,000 in 12 months (planning) |
| Share of leads at $5M+ budgets | Tracked monthly; feeds the penthouse campaign |
| Cost per qualified conversation, paid media | About $300 to $1,000 (EST); replaced with actuals after 90 days |
| Cost per private tour | Tracked; tour rate planned at 20% of conversations |
| Gallery visits and video tours booked | Tracked weekly |
| Contracts tagged "Le Strand sourced" | Planning: 30 to 50 in 12 months, 100 stretch |
| Close rate, conversation to contract | Planning 2%; tested against the developer's own data |
| Active partners | 30 low, 45 base, 70 high |
| Media spend, line by line | Monthly |
Monthly report: one page a month plus a live dashboard read from the developer's CRM and the ad accounts. Formal reviews at day 90, month 6 and month 12.
| Risk | How we handle it |
|---|---|
| Close rate below 2% | Commit to 30 to 50 buyers; replace assumptions with gallery data after 90 days |
| Unsold inventory smaller than the target | Confirm the unsold residence count before any buyer target goes in writing |
| Latin America volume below plan | Plan on about 500 to 800 conversations a year from the region; adviser and event routes carry it |
| Partner pipeline slower than planned | Track active partners monthly; the high case needs about 70 |
| Mail cost and volume above the proposal line | Choose national, Florida-only or named-list mail up front; mail provider quote above 500 pieces a month |
| Many owners hold through companies and trusts | Letters reach the adviser; the adviser becomes a partner contact |
| First-contact time exceeds one person's year | Triage layer: 24-hour concierge plus a junior adviser |
| Fair-housing and advertising rules | Target by geography, wealth signals and interests; Meta housing ad rules; Equal Housing Opportunity mark; Florida condo advertising language; native-speaker and compliance review of every ad |
| Email and messaging rules | CAN-SPAM controls on email; phone and SMS by opt-in only; mail-only for owners in Canada, the EU and the UK |
| Contracts land after month 12 | 180-day tail on registered buyers; report pipeline by expected signing month |
| Disruption to the sales gallery in season | The gallery runs as today; ad and page changes follow in months 1 to 3 |
These are listed so a reviewer can see where the working files disagree. They are not yet resolved.
Le Strand is a luxury relocation and buyer-sourcing firm. All fees, volumes and targets are planning figures, subject to agreement and counsel.