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A boutique collection of ten Gulf-front residences at 19728 Gulf Blvd — and the plan to sell them quietly, at price, before the building is out of the ground.
Azure Waters is a scarcity play, not a volume play. Ten residences directly on the Gulf in Indian Shores — a market with almost no new-construction competition at this price point. The go-to-market plan is built around that scarcity: sell quietly to the right buyers first, protect price, and let the building itself become the marketing once it is out of the ground.
We lead with a controlled off-market “whisper” campaign through our combined high-net-worth databases and the SERHANT. new-development network — not a full public rollout. This is deliberate:
The exclusivity clock starts at go-to-market (whisper launch), not at signing — giving us a clean runway to prepare assets first. The MLS Exclusion is executed, so we are cleared to run the off-market phase without triggering the MLS submission window.
Northeast & Midwest equity buyers trading up to a Gulf-front primary or seasonal residence. Cash or low-leverage. Values privacy and low-maintenance ownership.
Buyers underwriting the residence as an income asset via short-term rental. Motivated by the Indian Shores STR allowance and blended use — personal plus rental.
Exchange buyers on a clock, plus HNW clients of wealth advisors and CPAs seeking a hard-asset placement with lifestyle upside.
Our reach extends well beyond Tampa Bay through the SERHANT. network into the feeder markets that actually produce Gulf-coast luxury buyers.
Every channel above is executed by Homescene at no cost to ownership. The only developer-funded requirement in Phase 1 is the marketing-grade asset package in Section 05 — renderings, sales floor plans, and finishes. That package is what converts interest into reservations; without it, the whisper campaign cannot launch.
Finalize the marketing-grade asset package (Section 05), stand up the gated microsite and Follow Up Boss capture, prepare the reservation agreement and escrow process, and pre-brief our top channel partners. Nothing goes out until assets are buyer-ready — a soft-looking launch on a $4M+ product costs us pricing power.
Quiet, database-driven outreach to our qualified buyer pool and referral partners. Private tours of the sales materials, curated one-to-one presentations, and reservation collection against the deposit structure. Goal: convert the warmest buyers before any public visibility. Site signage and a coming-soon presence build ambient demand in parallel.
At the contractual 8-month check-in we review absorption together. If the whisper phase is hitting targets, we stay quiet and keep converting through construction. If we need more buyers, we escalate — MLS submission, broader digital, and the fuller SERHANT.-style rollout reserved for exactly this scenario. The construction site itself becomes signage as the building rises.
The buyer pool needs wider reach — we escalate to Phase 2 with data, not guesswork.
Signals pricing power — we hold inventory and revisit price bands with ownership.
Tampa Bay's luxury buyer season has been arriving earlier — we saw meaningful activity as early as January this year, versus a historical March start. To capture the fall/winter window we need assets finalized now so the whisper phase can open before season peaks.
| Window | Milestone | Owner |
|---|---|---|
| Immediate | Deliver marketing-grade asset package — renderings, sales floor plans, finishes | Developer / Fraze |
| Immediate | Deliver the contract vehicle — a reservation agreement. A purchase agreement is not available until the condominium documents are filed, so reservations are the only compliant way to take a buyer commitment now. | Developer / counsel |
| Immediate | Name the title company holding escrow. Until it is selected we have nowhere to send buyer deposits — this alone can stall a reservation we have already won. | Developer |
| Immediate | Finalize sales floor plans, microsite, reservation & escrow process | Homescene |
| Launch +0 | Whisper campaign opens — exclusivity clock starts | Homescene |
| Weeks 1–8 | Database outreach, private presentations, reservation collection | Homescene |
| Day 90 | Absorption read — stay quiet or escalate | Joint |
| Month 8 | Contractual check-in — revisit term & strategy | Joint |
Short-term rental income is a genuine differentiator for the investor-owner segment and we will feature it. The developer's illustrative STR underwriting (roughly $2,100 ADR at 80% occupancy) may well hold up — but it needs to be actualized against current Indian Shores / Gulf-beach comparables before it goes in front of a buyer. If that work has already been done, send it over and we will build the story around it.
Sophisticated buyers fact-check projections. Numbers pulled from today's comps protect the developer's credibility and the reservation once it's in hand. We recommend an income range backed by live comparables rather than a single headline figure.
The July 14 package — construction drawings, exterior concept elevations, an STR underwriting sheet, and the logo suite — is exactly right for permitting and underwriting, but it is not sales collateral. To open the whisper campaign we need buyer-facing, marketing-grade versions of the following.
| Category | What pre-sales requires | Status |
|---|---|---|
| Exterior Renderings | Photoreal hero renders — twilight, aerial from the Gulf, street approach. 4K / 300 DPI, no title blocks or watermarks. | Needed — concept elevations only |
| Interior Renderings | Per unit type: great room, kitchen, primary suite, primary bath, Gulf-view terrace. Furnished and styled; day and twilight. | Needed — none provided |
| Amenity / Lifestyle | Pool deck, lobby and entry, rooftop if any, beach setting — the lifestyle imagery buyers respond to. | Needed |
| View-Line Renders | Representative Gulf-sunset views from low, mid, and top floors to support floor-based pricing. | Needed |
| Sales Floor Plans | Clean, branded plans per unit type — dimensions, interior and terrace SF, orientation, furniture layout. | Needed — have CD set |
| Stacking Plan | Building diagram showing unit locations by floor and exposure — core sales tool for a stacked building. | Needed |
| Unit & Pricing Matrix | Unit #, floor, beds/baths, interior SF, terrace SF, exposure — plus price bands (developer to set). | Needed |
| Features & Finishes | Kitchen and bath finishes, appliance brands, flooring, ceiling heights, impact glazing, smart-home, parking detail. | Needed |
| Building & Legal Basics | Estimated HOA budget, delivery/CO timeline, ownership entity of record — plus the two items that gate every reservation: the reservation agreement itself and the title company holding escrow. | Needed |
| Video | A proper marketing fly-by built from the finished renderings — 30–60s branded sizzle, vertical for social and horizontal for web. Not a re-cut of the existing concept animation. | Needed — none exists |
| Logo & Brand | One logo file is not a brand. There are no usage guidelines, no tagline, no type or color standards, and no vector formats for signage and print. | Incomplete — single logo only |
Most of the gaps above — renderings, the fly-by video, brand guidelines, a tagline — are agency work, not brokerage work. If there is no marketing agency engaged on Azure Waters, that is the real bottleneck, and we are glad to introduce two or three firms we have delivered luxury new-development launches with. Homescene will run the sales campaign either way; the collateral has to come from somewhere.
We have everything needed to build the campaign and the pipeline is ready to activate. The day the asset package lands, we launch.
The single gating item is a marketing-grade asset package from the developer — renderings, sales floor plans, and finishes.