FORMULA WON

As the real estate industry continues to reinvent itself, developers soothe homebuyers' pre-construction fears with properties that have proven their worth before. Welcome to the age of real estate branding.

"It's in one of the units that go out like a boomerang, with Las Olas on one side and the Intercoastal on the other," says Rich Paul-Hus, riding the high of a swanky condo purchase, stopping briefly for a breath. "It's developed by Jorge Perez, so it has to be good. There's another one already built on South Beach, called ICON..." Oh. While Paul-Hus continued to excitedly list off a slew perks to his future pad, the I-bomb had said enough.
Just as travelers needn't explain why they prefer to stay at a Four Seasons or Mandarin Oriental, so too is real estate more appealing when an air of perfection has already been established. The ICON developments by The Related Group first began on South Beach, but now include properties planned for downtown Fort Lauderdale, Brickell, and Puerto Vallarta. 

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