SIX BHHS EWM REALTY ASSOCIATES RANK AMONG TOP 15 WORLDWIDE WITHIN BERKSHIRE HATHAWAY HOMESERVICES GLOBAL NETWORK.
BY: RILEY KAMINER
At this year’s BHHS sales convention, the usual ingredients were all present: sharp suits, great martinis, and enough luxury real estate chatter to fill a waterfront penthouse. But behind the record sales and glossy listings was something far more enduring; the people helping define South Florida’s evolving luxury market.
No one understands that transformation better than Nelson Gonzalez, the firm’s top-ranked individual agent. Gonzalez has watched Miami evolve from a seasonal destination into one of the world’s most competitive luxury markets.
“Miami’s luxury market a few years ago, pre-COVID, was catering to snowbirds wanting to spend a few warm winter months on the beach,” he said. Today, he describes the city as an energetic global hub attracting entrepreneurs, executives, and billionaires who are relocating permanently rather than simply vacationing.
The six associates recognized among the convention’s top performers all operate in a market where expectations are sky-high, clients are global, and competition is relentless.
For Drew Kern, ranked among the top medium teams, long-term success comes down to something surprisingly traditional: community. “Sustained success requires a deep connection in the community,” he said. “Not just a network of clients but a network of professionals to support those clients.”
While luxury marketing has become increasingly elaborate, Kern believes buyers still want the fundamentals. “Service, expertise and local knowledge,” he said. “They want to know the neighborhood, the pros and cons, and have a seamless transaction.”
Then there’s Ashley Cusack, whose name has become synonymous with old Miami cachet. While many agents chase the next trend, Cusack remains focused on the long game. “Real estate is not a short game,” she said. “Trust and reputation are what carry you through every cycle.”
She’s watched Miami shift from a second-home market into a place where people are building permanent lives. Today’s buyers aren’t simply seeking waterfront views and designer kitchens. They’re evaluating schools, walkability, privacy, wellness, and long-term value. In neighborhoods like Coconut Grove and Coral Gables, the appeal is as emotional as it is financial.
Esther Percal and Jason Zarco of The Percal Zarco Group offered perhaps the most candid assessment of Miami’s changing wealth landscape. Today’s luxury buyer, they say, is more informed, more demanding, and far more intentional.
“The new buyers want the shiny, new, expensive, hard-to-get-into venues,” they noted. Yet their own philosophy remains straightforward. “Nothing substitutes availability in our service-oriented business,” they explained. “We work when everyone else is playing.”
And then there’s Giulietta Ulloa, whose approach reflects the warmth and energy that define Miami itself. After nearly three decades in the industry, she remains fascinated by the people behind every transaction.
“This is a relationship business, not a transaction business,” Ulloa said. “One strong season can happen for a lot of reasons. Sustaining success year after year is a whole different story.”
For her clients, luxury has become less about square footage and more about how a home enhances daily life. “They’re
not buying square footage,” she said. “They’re buying how a property makes them feel and the life they can live from it.”
Which may also be the best explanation for South Florida itself. Somewhere between the waterfront sunsets, world-class dining, private schools, and entrepreneurial energy, Miami stopped selling homes and started selling a vision of life. These associates have become some of its most effective ambassadors.
