Colombia has been rising to the top of world web searches for Miami real estate, leading the popularity rankings for months —a trend every marketer and agent should be paying attention to. As of June 2025, Colombia represented an impressive 13.3 percent of all international real estate searches on MiamiRealtors.com. That’s the 39th straight month it has been a top source of global interest. What is behind this continued vigor, and how can real estate branding agency Miami take advantage of it to hone their marketing strategy?
Why does Colombia lead Miami real estate searches?
A number of factors help explain why Colombia is dominating search activity. Investors from Latin America have seen Miami real estate as a safe, desirable spot to lay their money — especially at times where there was political or economic uncertainty back home. For those Colombians who want to spread their wealth around, Miami is nearby, stable and, culturally at least, relatively familiar. Their purchasing capacity is also higher due to currency valuations and positive exchange rates, which puts them in a position to move decisively when an opportunity presents itself.
And beyond investment, lifestyle is a big draw. Miami is not far from Colombia culturally; it is easy to travel between the two, with nonstop flights from places like Bogotá. Thanks to the city’s large Colombian community — especially in neighborhoods like Doral, Kendall, and Weston — there’s a sense of home here. Families have not only found in Miami a financial opportunity, but also a place to live and study and work. The combination of investment opportunity and lifestyle is the reason why Colombia has been the number one international property market in Miami for over three years running.
How can Miami real estate brands gear their marketing toward Colombian buyers?
In order to tap into this wave of inspired attention, marketing strategies need to feel culturally attuned and customized. That begins with language — creating bilingual content in English and Spanish that speaks to Colombian terms, values and dreams. Showcasing the areas where Colombian families and professionals enjoy a thriving community can also help instill trust, as buyers largely look for places with which they have cultural rapport.
Promotion must also stress quality-of-life benefits that greater Colombians can identify with. These included good schools, security, spaces to green, and the vibrant cultural accoutrements of Miami. Brands showing off the lifestyle, not just the properties, are setting themselves up to make more emotional connections. Digital accessibility is equally crucial. Many buyers are starting their search online from abroad, so good digital consultations, virtual tours, and smooth remote transactions are key tools for engagement, say sellers.
How else is the Miami market trending?
Miami is one of the most fascinating cities on Earth and it still has a diverse real estate market with some conflicting trends in 2025. The total sales activity across the Tri-County is down 20% year over year and condo sales are down 25%. There are also more homes for sale, and homes are sitting on the market longer, with Miami ranking as one of the slower metros in days listed. These are tell tales of cooling in pockets of the market.”
Yet luxury properties are also proving remarkably resistant. Sales in the entry-level market have dropped off precipitously — for reasons including problems of affordability — but demand for million-dollar-plus homes remains strong. International buyers, many of whom make cash offers, like Colombians are helping to fuel the stability at the top end of the market. This seesaw effect explains why brands must rework their strategies: the most robust activity is taking place at the luxury tier, where high-net-worth international buyers predominate.
Why does the lap of luxury in real estate persist?
Affluent home buyers, among them rich Colombians, often make all-cash offers, enabling them to effectively compete in Miami’s market. In 2025, more than 53% of homes between $1M–$5M and almost 59% of homes above $10M were bought in all cash. This purchasing behavior is indicative of an emphasis on fast, discreet and simplified transactions – characteristics which appeal strongly to the international buyers.
Luxury buyers are also looking for more than just a house. These buyers are searching for a package which includes modern architecture, private amenities, water-frontage, and proximity to cultural and business centers. Miami is a second home but also a secure and practical base in the U.S. for Colombian families. This blend of investment, lifestyle and community animation helps maintain the upper-end market activity when overall activity stream dries up elsewhere.
What do the dynamics outlined above mean for marketing?
Real estate branding agency in Miami ought to follow the dollar like the rest of us, and pivot the conversation to where buyer activity is still the strongest. For international purchasers, that means stressing the importance of cash offers, as well as showcasing properties that have been built for ease and exclusivity. “Marketing should tap into this,” said Jamie Ohara, the chief executive of Coldwell Banker Realty in Washington and Baltimore, “featuring visually rich content such as architectural photography, drone footage and immersive video tours of our properties and lifestyle.”
Personalization is also critical. Colombian investors are savvy and demand professional service. Having bilingual teams who can provide direct responses to questions, financial guidance and manage cross-border logistics is important as a reflection of trust. Brand that establish trust by exhibiting cultural fluency and expertise will succeed in this competitive environment.
What can Miami real estate learn from the sustained interest in Colombia?
That Colombia has consistently enjoyed this level of attention in searches — not just a passing trend of interest from abroad — is also clear. Miami’s real estate has shown itself to be a steady market for decades, and Colombian buyers prove that out. And their sustained involvement indicates that Miami’s international appeal will stand strong through the ups and downs at home.
This means becoming a long-term international marketing focus for real estate brands. You can’t just sit around and wait for the buyers to come there, you need to do outreach, have the right content, and understand the culture: how to get the attention, how to make deals. If Colombian buyers keep driving global demand, brands will have to up their game by opening relationships with international brokers and crafting tailored services for Latin American buyers, playing up Miami’s international status in their marketing.
Conclusion
Colombians are leading the charge on global searches for Miami real estate, and Miami luxury real estate branding agency have a clear opportunity to create culturally aligned, digitally accessible campaigns that speak to this incredibly high-intent group of buyers. As the broader market cools, there are no signs of a downturn in the luxury sector, fueled mainly by cash-ready international buyers. Through a focus on lifestyle, the power of cultural connections, and investment in custom marketing solutions, real estate branding agency can turn international interest into lasting relationships. Colombia’s strong lead in Miami searches isn’t just a figure — it’s a rallying cry for brands, encouraged to think globally, act locally and market smartly.
