Multilingual Brokerage Utilizes the CENTURY 21 Brand’s Global
Reach to Better Serve International Clients Drawn to South Florida
DELRAY BEACH, Fla. (Feb. 29, 2024) – Century 21 Real Estate LLC., a global industry leader and the most recognized name in real estate*, is expanding its presence along Florida’s southeastern coast with the affiliation female-led brokerage, Soflo Home Realty Corp.
Located roughly an hour north of downtown Miami in Delray Beach, the six-year-old multilingual firm regularly assists clients in some of the most affluent areas of the Sunshine State. Residents of Broward, Miami and Palm Beach counties have come to rely on the Soflo Home Realty Corp professionals for assistance with traditional residential properties as well as luxury pre-construction and new construction homes.
As of January 2024, the firm will be led by 19-year industry veteran and new broker, Roberta Lucas. Lucas, a Brazilian native, first ventured into real estate at only 21 years old when she began acquiring investment properties in the Philadelphia area. In the years that followed, she has sold hundreds of thousands of square feet in major metropolitan hubs and has developed expertise of the South Florida real estate market.
Now doing business as CENTURY 21 Luxe Homes, Lucas and her team of relentless affiliated sales professionals will have access to the CENTURY 21® brand’s world-class technology and marketing, lead generation, agent learning and coaching, and innovative productivity platform to help better serve and deliver the highest quality of service to buyers, sellers and investors. Lucas plans to leverage these tools to attract successful nearby agents and increase overall productivity. Physical growth is also on Lucas’ radar, as she specifically wants to open a second office on Las Olas Boulevard in Fort Lauderdale.
The CENTURY 21 global referral network will also provide Lucas’ company with a unique competitive advantage in the South Florida market. According to the 2023 Miami REALTORS® International Homebuyer Transactions Report, South Florida has the highest foreign homebuyer market share in the entire U.S. These buyers represent 18% of the market’s total dollar volume, which is nine times more than the national average for foreign buyers. As a multilingual broker with years of experience serving international clients, Lucas plans to emphasize serving this demographic and strengthening her company’s reach with international buyers and sellers.
“The CENTURY 21® brand has a global footprint and that in itself is an extremely valuable asset in our market,” said Lucas. “We regularly see buyers and sellers from all over the world come to our community looking for a service they know they can trust, and with the backing of the CENTURY 21 brand we can be that constant.”
Lucas’ diverse background has allowed her company to develop an outstanding reputation for its ability to market unique listings to a wide variety of clientele. While their client demographics may vary from transaction to transaction, the company philosophy always remains the same: loyalty is a gift given by the agent and expected from the client. Every CENTURY 21 Luxe Homes affiliated agent will stand by their client from start to finish during the buying and selling process, while also providing reliable availability, honesty and passion.
“We understand that the homebuying process has become increasingly stressful over the years, particularly in South Florida, which is why we are fully committed to being the ultimate resource for any family who may need us,” says Lucas. “We won’t only help our clients to get a deal done, but we’ll also provide them with necessary information, so they can make informed decisions.”
Miami-Dade, Broward, and Palm Beach counties are the three most densely populated areas in all of Florida. Cities in these counties have some of the most vibrant downtown scenes, diverse entertainment industries, and some of the largest universities in the country. The coast is lined by miles of scenic beaches and ocean towns which are year-round hot spots for watersport enthusiasts thanks to the region’s consistent warm climate. International buyers, retirees, and vacation-goers alike frequent the area thanks to its endless supply of attractions.
“South Florida is one of the premier destinations for real estate professionals, which is why we only look for the best to represent the CENTURY 21 brand in the area,” said Mike Miedler, president and CEO of Century 21 Real Estate LLC. “Not only is Roberta a strong, capable real estate veteran, but she also comes from a background that perfectly positions her to succeed in serving the highly diverse clientele that frequent Florida’s southeastern coast. She’s already proven herself to be a top agent in the area and we can’t wait to provide her with the tools to allow her to spread her reach even further.”
Lucas and her team are looking for relentless sales professionals to join their growing real estate company and invite area residents seeking a new professional opportunity, or real estate agents looking for a new home, to visit them at 4 SE Sixth Avenue in Delray Beach, FL 33483 or call (561) 465-4509.
*Study Source: 2023 Ad Tracking Study. The survey results are based on 1,200 online interviews with a national random sample of adults (ages18+) who are equal decision makers in real estate transactions and active in the real estate market (bought or sold a home within the past two years or, plan to purchase or sell a home within the next two years). Recognition question based on consumer awareness of brand in question. Results are significant at a 90% confidence level, with a margin of error of +/-2.4%. The study was conducted by Kantar Group Limited, a leading global market research organization, from November 17 – December 1, 2023.
About CENTURY 21 Luxe Homes
CENTURY 21 Luxe Homes is an independently owned and operated franchise affiliate of Century 21 Real Estate, franchisor of the iconic CENTURY 21® brand, comprised of over 12,900 independently owned and operated franchised offices in 84 countries and territories worldwide with more than 142,000 independent sales professionals.
Century 21 Real Estate LLC is a subsidiary of Anywhere Real Estate Inc. (NYSE: HOUS), a global leader in real estate franchising and provider of real estate brokerage, relocation, and settlement services.
© 2024 Century 21 Real Estate LLC. All Rights Reserved. CENTURY 21®, the CENTURY 21 Logo and C21® are registered service marks owned by Century 21 Real Estate LLC. Century 21 Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated.
Media Contact:
Erin Siegel
Century 21 Real Estate LLC, for
CENTURY 21 Luxe Homes
201.913.1432
