Seller's Guide · Updated October 2026

The Fort Lauderdale Luxury Seller's Guide

How to price, prepare and launch a $2M+ home, waterfront or not.

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Updated October 2026 · 12-minute read

Reach the few buyers who pay the most

Selling at the top of Fort Lauderdale's market is rarely about finding a buyer. It's about reaching the few buyers who will pay the most for what your home actually is: the water, the lot, the light, the address. Then you give them every reason to say yes quickly.

This guide is my playbook for that: how I price, how to prepare the home and its paperwork, how SERHANT. markets it, and what it costs to sell in Broward County.

By Glen Primak, SERHANT.

The quick answer: how to sell a luxury home in Fort Lauderdale

Value the home three ways: as a house, as land, and as a new-build site.
Price for today's competition, not for last year's peak or what you paid.
Assemble the property file (survey, elevation certificate, seawall, dock, permits, insurance) before you list.
Make targeted fixes and stage for the camera and for buyers arriving by water.
Launch in two stages: a compliant private preview, then a full public launch with film, drone and paid reach.
Negotiate with documents, not adjectives: inspections, credits and contingencies.
Know your net: doc stamps, fees, prorations and taxes, before you sign a listing agreement.

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Chapter 1

Know what you're really selling: the house, the land or the next house

On the water, the lot is often worth more than the home on it. Your buyer might be a family who will move in tomorrow, or a builder who sees a teardown. Those two buyers value the same address very differently, so I value every home three ways:

House

What an end user pays for the home as it stands, based on comparable finished homes.

Land

What the lot is worth on its own, based on waterfront frontage, lot size and recent lot and teardown sales.

New-build

What a builder can pay, working backward from the value of a new home on your lot, minus construction cost and profit.

Aerial view of a waterfront lot in Fort Lauderdale

Whichever number is highest tells us who your buyer is, and the marketing follows from that. Price for the buyer who pays the most, not the first one who calls.

Chapter 2

Pricing strategy: the first price does the most work

Every seller I meet feels their home is worth more than the comps, and that's natural. You know what you put into it. The buyer, though, is comparing your home to everything else for sale that week. My job is to show you that comparison honestly, then make buyers see what makes your home different.

The numbers back up getting the first price right. Across $2M+ homes and condos that closed in Fort Lauderdale over the last 12 months:

54%

never cut their price. Median time on market: 33 days

33 vs 188

days on market. The 46% who started high and cut at least once (median cut 8.4%) took more than five times as long

months of inventory at $2M and up: about 11 for single-family homes and 24 for condos and townhomes

Beaches MLS data, $2M+ Fort Lauderdale, trailing 12 months through Oct 2026. Only about 9% sold at or above their original asking price.

Anything above about six months of inventory is conventionally read as favoring buyers. When buyers have choices, a home priced above the market mostly helps the homes priced right.

How I price

A pricing grid built on what's active, pending and sold on your street, isle or building, adjusted for water frontage, bridges, seawall condition and lot size.
The three-number valuation above.
Written price-review triggers we agree on before launch: if showings or serious inquiries fall below an agreed level by a set date, we meet and decide together. No surprises, no drifting.

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Chapter 3

Fix the paperwork before the paint

Luxury buyers, their lenders and their insurers ask hard questions. If you answer them before anyone asks, you protect the price. Before launch, I build a Property File for every listing.

Survey and elevation certificate. Buyers price flood risk on day one.
Florida flood disclosure. Since October 1, 2025, sellers must give buyers a written flood disclosure at or before contract (§689.302, F.S.). It covers known flood damage, flood insurance claims and flood assistance received. Florida law also requires sellers to disclose known material defects that buyers can't readily see.
Seawall report and permits. In Fort Lauderdale, a new or substantially repaired seawall must reach 5.0 feet NAVD88, or 4.0 feet if permitted before 2035 and designed to reach 5.0 feet by 2050 (ULDR §47-19.13). A pre-listing marine inspection turns the wall from a question into a line item.
Dock specifications: dock length, depth at mean low water, lift capacity, power and water, and the route and bridge clearances to the inlet. Closed clearances are 25 feet at Sunrise Boulevard, 31 feet at Las Olas Boulevard and 55 feet at the 17th Street Causeway.
Insurance history, a current wind-mitigation report and roof age. These make a buyer's quote faster and cheaper.
Permit search. Close out open or expired permits now. They're a common source of delay at closing.
For condos: the milestone inspection, the structural integrity reserve study, the current budget and any special assessments. Since August 3, 2026, conventional lenders review the building's finances for most condo loans. From January 4, 2027, Fannie Mae requires budgets to fund reserves at 15% of assessment income. If your building doesn't pass, your buyer pool may be cash only, and pricing has to reflect that.

Chapter 4

Prepare and stage for the camera and the water

Waterfront buyers judge the home from the canal first. They arrive by boat, scroll drone footage, and look at the dock before the kitchen.

Make targeted fixes, not renovations. Repair what an inspector will flag: roof, AC, water intrusion, pool equipment, dock boards and lighting. Leave major remodels to the buyer.
Stage the main rooms and the outdoor living. Edit the furniture, neutralize the décor and light it warmly. Make the terraces, pool and dock look ready for an evening.
Dress the water side. Clean the seawall cap, pressure-wash the dock, trim the landscaping, and add dock and landscape lighting for twilight photography.
Show the scale of the dock. If it suits a larger vessel than you own, we'll say so in the listing and show it on film.
Plan for storm season. Between June 1 and November 30, keep shutters and storm prep tidy, and keep the home show-ready at short notice.

Chapter 5

The SERHANT. marketing machine

Quiet launch, then loud launch

Some of the best results start privately. With your written consent, MLS rules allow a delayed-marketing listing. It's filed in the MLS and visible to other agents but held off public websites for a period. That lets us test the price with qualified buyers and top agents before the public launch. Any public marketing has to follow the MLS within one business day. I'll walk you through each option and its trade-offs. Whether you want maximum exposure on day one or a discreet sale, it's your choice.

Production

SERHANT. Studios is the brokerage's award-winning, in-house production studio. Your launch kit includes:

a cinematic listing film that tells the story of a day in the home, not a room-by-room tour
vertical cuts made for social media
twilight and drone photography, including the approach from the water
floor plans and a single-property website

Distribution

SERHANT.'s network: 20 markets and nearly 2,500 agents, and more than 11 million social followers, the most-followed real estate brand in the world (company figures, October 2026).
My own channels: Instagram, TikTok, LinkedIn and Facebook.
Targeted paid campaigns in Fort Lauderdale and in the cities where your likeliest buyers live, run under housing-ad rules.
Direct outreach to my buyer list, top local luxury agents, and SERHANT. agents in feeder markets such as New York and New Jersey.
Broker previews and events timed to the calendar, including the Fort Lauderdale International Boat Show (October 28–November 1, 2026).

Weekly report

Every Friday you get a written report: showings, verbatim feedback, online views, ad results, new competition and my recommendation. You'll never hear news about your home from a website first.

See what I'm marketing now under exclusive properties, and what's closed under past transactions.

See the launch plan for your home.

In a private consultation, I'll show you the pricing grid, the three-number valuation and a draft marketing calendar. There's no obligation.

Book a private listing consultation

Chapter 6

Showings, offers and negotiation

Vetted buyers only. For private showings, I ask for proof of funds or a pre-approval first.
Expect waterfront inspections. Buyers will bring a marine contractor for the seawall and dock, and a wind-mitigation inspector. Your Property File answers most of their questions before they ask.
Credits versus price. A credit at closing usually protects your headline price and your comps better than a price cut does.
Read the whole offer. Cash or financing, the inspection period, the appraisal and insurance contingencies, and the closing date all matter as much as the price. For condo buyers using a loan, the building's lender eligibility can decide whether the deal closes.

Chapter 7

Your timeline

Stage	What happens	Typical timing
Consultation	Walk-through, three-number valuation, pricing grid, launch plan	Week 0
Prep	Property File, repairs, staging, landscaping	2–4 weeks
Private preview (optional)	Delayed-marketing period, broker and network outreach	Set by MLS rules and your consent
Public launch	MLS, film, photography, website, social, paid campaigns, events	Launch week
Offers and contract	Negotiation; inspection period begins	Varies with price and season
Inspections and financing	Marine, wind mitigation, appraisal, insurance binding	As negotiated in the contract
Closing	Title, estoppel, deed, proceeds wired	Often 30–45 days after contract

On timing: the winter season and Boat Show week bring more buyers to town. During hurricane season (June 1–November 30), insurers stop writing new policies when a watch or warning is issued, and that can push a closing date. We build that risk into the contract.

Chapter 8

What it costs to sell in Broward County

Local custom sets the starting point and the contract decides. In Broward, the seller customarily pays:

Item	How it's calculated	On a $5,000,000 sale
Documentary stamp tax on the deed	$0.70 per $100 of the price	$35,000
Brokerage fees	Negotiable and set in your listing agreement	Per agreement
Title search and municipal lien search	Per the contract's Broward/Miami-Dade title option	Title-agent quote
Seller's attorney (optional)	Contract review and closing	Quote
Association estoppel certificate (condo or HOA)	Fee set by the association within state limits	Varies
Mortgage payoff and any liens	From the lender's payoff letter	Your payoff
Prorated property taxes	Florida taxes are paid in arrears, so the seller credits the buyer from January 1 to the closing date	Depends on the closing date
Repairs, credits and preparation	Negotiated	Your choice

Selling in Sunny Isles Beach or Golden Beach? Miami-Dade's deed rate is $0.60 per $100, plus a $0.45 surtax on transfers other than single-family homes, and local customs differ.

Chapter 9

Taxes every luxury seller should discuss with a CPA

Section 121

Primary-home exclusion. If you've owned the home and lived in it for two of the last five years, up to $250,000 of gain is tax-free ($500,000 if married filing jointly).

1031 exchange

Investment property only. Gain on a rental or investment property can be deferred into a like-kind replacement. You have 45 days from closing to identify replacement property and 180 days to close on it. The proceeds must be held by a qualified intermediary, not by you or your agent, so set the exchange up before closing. Primary residences don't qualify.

FIRPTA

International sellers. If the seller is a foreign person, the buyer generally must withhold 15% of the gross sale price at closing and send it to the IRS. Above $1 million there's no reduced rate. A withholding certificate (Form 8288-B), applied for early, can reduce withholding to your expected tax. Plan this with a cross-border CPA weeks before you list.

Portability / Amendment 3

Your next Florida home. If you're moving to another Florida homestead, portability lets you carry up to $500,000 of your Save Our Homes benefit, if you establish the new homestead within three years. Amendment 3 on the November 3, 2026 ballot would raise the non-school homestead exemption and cut the non-homestead assessment cap from 10% to 5% if voters approve it.

General information only. Talk to your CPA before you list.

Chapter 10

Plan your next move

Most of my sellers are also buyers, whether that means moving up the Intracoastal, downsizing to a beach condo, or heading home to the Northeast. We'll sequence the sale and the purchase together, using a leaseback, a delayed closing or bridge financing, so you move once and on your schedule. If you're buying next, start with my buyer's guide.

Read the Buyer's Guide

Glen Primak

Luxury Advisor

Chapter 10

Why sellers work with Glen

I'm Glen Primak, a luxury agent with SERHANT. in Fort Lauderdale. I focus on Las Olas, Las Olas Isles, Harbor Beach, Rio Vista, Coral Ridge, Colee Hammock and Victoria Park. I study these streets at street level, on foot and on the water. That's how I can tell you what a buyer will notice on your canal before they do.

You get one advisor who answers the phone, a plan in writing, and the reach of a national brokerage behind your home.

– For sale – Sold – Testimonials – Neighborhoods – Blog

Words from clients

Glen Primak did an outstanding job selling my home in Hollywood, Florida. After two unsuccessful attempts with other agents, Glen came in with a clear, aggressive marketing plan and actually executed on it. From day one he was proactive, strategic, and completely transparent throughout the entire process. What really stood out was his honesty and communication. In an industry where those qualities can so...

— Stephanie K.

I’m an agent in Maui and have known Glen through the Serhant network for a while. When one of my clients told me they were planning a full relocation to South Florida, I immediately thought of him. Moving across the country is a big step, and my clients were looking for someone who could really help them understand the different areas and find the right fit for their lifestyle. Glen spent time walking th...

— Linda

Glen Primak was incredible to work with. I was buying a condo at Riverhouse and didn’t know the area very well, but Glen took the time to explain everything and show me multiple options that made sense for what I was looking for. What impressed me the most was his negotiation. I still can’t believe the deal he was able to get done for us. He clearly knows the market and how to position things to his clie...

— Travis B.

I’m an agent based in Mallorca and have known Glen for some time through the Serhant network. When one of my clients mentioned they were interested in purchasing a property in South Florida, Glen was the first person that came to mind. Referrals are something I take very seriously, especially when they’re trusted clients, so it was important to me that they were in good hands. Glen did a fantastic job fr...

— Matt W.

As a mortgage broker in New York, I’m careful about who I refer clients to, especially in competitive luxury markets. Glen Primak was an easy choice. I recently sent a client his way because of his deep knowledge of Fort Lauderdale, particularly Las Olas and the waterfront luxury space. He understands the nuances of these neighborhoods, the lifestyle they offer, and how to guide clients at a high level. ...

— Uran B.

Working with Glen was an excellent experience. He helped me find a niche waterfront property off Las Olas in Fort Lauderdale that would have been very difficult to identify without his local knowledge and connections. Glen was professional, responsive, and genuinely invested in making sure I found the right property rather than just closing a deal. His guidance throughout the process made everything smoo...

— Benjamin K.

Seriously, the best realtor I have ever worked with in my life. Explained everything clearly. Extremely responsive. Negotiated hard for everything that I wanted. Never felt pressured to make a decision. I cannot recommend Glen highly enough. Outstanding Realtor.

— Donny Z.

I’m always careful about who I refer my clients to—especially when they’re traveling internationally to look at property. When one of my clients mentioned they were planning a trip to South Florida, I connected them with Glen Primak at Serhant Florida. From the moment they arrived, Glen really went above and beyond. He personally picked them up from the airport, spent time showing them different neighbor...

— Peter B.

I recently referred clients to Glen that were moving from Denver to South Florida. Knowing that Glen is the go-to Realtor for this area, I knew they would be in great hands. They are thrilled to have purchased a luxury waterfront home in the Los Olas area with his guidance. Glen made sure the transaction was seamless; he was extremely communicative and had their best interest the entire time. He’s even b...

— Maritt B.

Glen Primak made the entire process effortless. He was knowledgeable, responsive, and always had my best interests in mind. I got a great result and couldn't recommend him more!

— Sarah

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Frequently asked

Frequently asked questions

In Broward County, the seller customarily pays the documentary stamp tax on the deed. It's $0.70 per $100 of the sale price, or $35,000 on a $5 million sale. This is local custom, not law, so the purchase contract controls and the parties can negotiate.

Typical seller costs are the deed doc stamps (0.70% of the price), the brokerage fees in your listing agreement, the title and municipal lien searches, any association estoppel fee, your mortgage payoff, and prorated property taxes. Florida taxes are paid in arrears, so sellers credit buyers for the part of the year they owned the home.

Value it three ways: as a finished home, as land (frontage, lot size and lot sales), and as a new-build site. Then price against today's active and pending competition. In Broward in September 2026, homes priced right from the start typically went under contract in weeks, while homes that started high took about four times longer.

It's strongly recommended. Buyers will hire a marine contractor anyway. In Fort Lauderdale, a substantially repaired seawall must meet a 5.0-foot NAVD88 elevation standard, or 4.0 feet if permitted before 2035 and designed to reach 5.0 feet by 2050. Inspecting the wall first lets you fix it, price it or disclose it on your terms.

Florida sellers must disclose known material defects that a buyer can't readily see. Since October 1, 2025, sellers must also give a written flood disclosure at or before contract, covering known flood damage, flood insurance claims and flood assistance received. Condo sellers must also provide the association's documents.

SERHANT. Studios produces a cinematic listing film, vertical social cuts, drone and twilight photography, and a property website. The listing reaches SERHANT.'s network of nearly 2,500 agents in 20 markets and a brand audience of more than 11 million social followers, plus targeted ads, broker events and the listing agent's own buyer list.

Yes, with conditions. With your written consent, MLS rules allow a delayed-marketing listing that's visible to agents but held off public websites for a period, or an office-exclusive listing that isn't publicly marketed. Any public marketing must be filed in the MLS within one business day. Private launches trade some exposure for discretion.

When a foreign person sells U.S. real estate, the buyer generally must withhold 15% of the gross sale price and send it to the IRS. Sellers can apply for an IRS withholding certificate (Form 8288-B) to reduce the withholding to their expected tax. Bring in a cross-border CPA before you list.

Only for investment or business property, not your primary home. You must identify replacement property within 45 days of closing and close within 180 days, and a qualified intermediary must hold the proceeds. Set the exchange up before your sale closes.

Buyer traffic is strongest from late fall through spring. The International Boat Show (late October) and the winter season bring many buyers to town. A well-priced home sells in any season, though. During hurricane season, plan your closing around possible pauses in insurance binding.

Work With Glen

I provide discreet, strategic guidance in South Florida’s luxury waterfront market. With $200M+ in sales and strong property listings, I deliver exclusive opportunities and seamless transactions.

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The Fort Lauderdale Luxury Seller's Guide