Across Central Florida, luxury homes priced above $1.5 million are sitting on the market for 200, 300, even 400 days, according to data from the region’s multiple listing service. While many agents attribute this to interest rates or economic uncertainty, one Orlando-area broker contends the root cause is more fundamental: agents often do not know who they are marketing to.
Bent Danholm, broker-owner of Danholm Collection, a luxury-focused brokerage, begins every listing engagement not with photography or staging but with research. Danholm and his team study the property, its location, and its community to build a “buyer avatar” – a detailed profile of the person most likely to purchase that specific home. This profile covers family structure, income level, net worth, professional background, commute patterns, and lifestyle preferences. “Who would be the most likely person to want to live in this property?” Danholm says. “What are their interests? What does their family structure look like?”
Only after constructing that profile does his team build marketing assets. Rather than broadcasting a listing to everyone, Danholm targets the specific demographic most likely to act. The results in one Winter Garden luxury community illustrate the difference. Where the average days-to-contract was 120, Danholm Collection sold three of the five homes that transacted. The first closed in 22 days, the second in 28, and the third, listed intentionally above market support, took 72 days – still well below the community average. The combined effect pulled the community’s average days-to-contract from 120 down to 78.
Danholm attributes this directly to targeted marketing rather than volume-based exposure. The approach generates fewer total showings but a higher share of qualified buyers who are aligned with the property before they walk through the door. “That’s what our sellers actually want,” he says. “They want their home sold, but they don’t want 50 people walking through their home every week.”
However, targeted buyer identification only works when the price is calibrated to match. Danholm is blunt about this: he won’t take a listing if the seller won’t agree to a realistic price. “You can target and market as much as you like to the right buyer – if your price is off, they’re not going to buy anyway,” he says. Danholm typically allocates 20 to 25 percent of the listing commission to marketing. Before a single ad runs, upfront costs can reach $15,000 to $20,000, covering professional staging ($5,000–$10,000), marketing materials ($2,000–$3,000), and purchased data lists for buyer targeting ($2,000–$4,000). Those numbers make mispriced listings an expensive gamble.
Danholm caps his listing agreements at three months. “If we can’t sell it in three months, we’re doing something wrong,” he says. His longest transaction in the past 18 months took 94 days – and that included a collapsed deal due to a buyer’s financing falling through. For context, luxury listings across the broader Orlando market routinely exceed 200 days on market, suggesting the issue isn’t demand but methodology.
As inventory in the $1 million-plus range continues to climb – driven largely by overpriced and poorly targeted properties – agents who rely on MLS placement and broad-spectrum advertising may find themselves falling further behind. For sellers evaluating agents, the questions worth asking aren’t about photography quality or social media followers but about process: Does this agent know who the buyer is before spending a dollar on marketing? Can they articulate a buyer profile beyond “someone who can afford it”? The listings that move quickly in this market aren’t necessarily the best properties; they’re the ones where someone did the homework first.
