100 apartments in 4 days: Mercedes-Benz Places sets sales speed record in Miami


'I’m completely taken back,' says real estate brokerage chief Ryan Serhant. 'Since announcing the project just a few weeks ago, we have received unprecedented interest from around the globe.'

Mercedes-Benz has set a speed record with its debut North American branded residential project, with buyers snapping up 100 apartments in just four days after sales launched, before a physical sales suite has even opened. That’s the fastest sales rate of any scheme in Miami in the last year.

As PrimeResi explored last month, German car-maker Mercedes has teamed up with US real estate firm JDS Development Group for the new Mercedes-Benz Places in Miami’s Brickell neighbourhood. Designed by SHoP Architects, the 2.5 million square foot branded resi development is creating 791 luxury homes in a striking 67-storey waterfront tower, alongside a hotel, offices, retail and green spaces.

Currently under construction with completion slated for 2027, it is the second Mercedes-Benz Places project, following a similarly eye-catching tower in Dubai.

Mercedes-Benz Places in Miami, by JDS Development Group (renders by The Boundary). Read more about the project on PrimeResi here

Ryan Serhant’s eponymous brokerage, which calls itself “a multidimensional real estate and media company”, is handling sales.

Prices for the 791 apartments range from US$750k for a studio to $4mn for a three-bed condominium. Penthouse units have yet to be released.

Serhant – star of TV show Million Dollar Listing and with a new Netflix series incoming – says he has been “completely taken back” by the “unprecedented interest from around the globe”; the first 100 buyers hailed from over 20 countries.

With the physical sales suite not due to open until the Autumn, Serhant’s team adopted a “wholly digital” launch strategy. Online presentations to prospective buyers were conducted in three languages, with additional translation via AI where needed. The first presentation attracted over 1,000 attendees.

Ryan Serhant

Serhant became a household-name luxury property broker in the USA while with Nest Seekers International in New York. He starred in Bravo TV’s long-running Million Dollar Listing series, has published multiple books (titles include Sell It Like SerhantBig Money Energy and Brand It Like Serhant), and has played himself and other characters in a number of films and TV shows.

In 2020, he launched his own eponymous real estate and media company – which has already topped $5bn-worth of sales from operations in 19 US states. He also has a new TV show in the works with Netflix, moving forward under the working title House of Serhant.

Ryan Serhant, Chief Executive of SERHANT.:  “I’m completely taken back. Since announcing the project just a few weeks ago, we have received unprecedented interest from around the globe. This is a passion project for our firm, and it’s incredible to see the outpouring of admiration and excitement for Mercedes Benz Places in Miami. Our success thus far is a true testament to JDS and the power of our brand partner. Mercedes Benz Places is creating a legacy for Miami real estate.”

www.serhant.com / miami.mercedesbenzplaces.com