AQUA models sell the promise of a luxury lifestyle

When potential buyers tour a new model luxury residence in AQUA at Pelican Isle in Naples, they may sit on the sofa, turn on the ballgame or grab a bottle of water from the fridge. Those are just some of the touches that make a model unit feel lived in and help buyers feel at home.

"You want customers to daydream a little bit. Customers often buy what they see," said Darline Hillard, director of sales at AQUA at Pelican Isle, the waterfront two-tower, 11-story luxury-condominium community with residences ranging from $1.995 to $4.85 million.

"When you see the furnished model, it shows the potential," she adds.

To close the deal in a competitive condo market, developers carefully curate model residences in ways that go far beyond mere staging. Custom-designed closets, one-of-a-kind artwork, designer light fixtures and brand-name luxury goods are strategically chosen to sell the promise of a lavish lifestyle that comes with a luxury apartment.

Condominiums typically sell faster when potential buyers can see completed models and not just computer renderings viewed online, said AQUA developer Chris Hanlon, who adds he spent hundreds of thousands of dollars to outfit three model residences at AQUA.

Before the 32 homes in the AQUA Tower II were completed, prospects could see a model unit with wide planked oak floors, Miele, Wolf and Sub-Zero kitchen appliances and a spa-like master bath — features that help increase the selling price, said Hanlon.  

To target specific demographics, AQUA made sure to create various décor styles, working with three interior designers. In smaller units, pared-down modern furnishings with brighter colors typically appeal to younger buyers, while larger units often use more traditional interiors to draw in buyers who are downsizing from a larger home, said Jerilyn Antonacci, principal at the Antonacci Design Firm, a Naples interior-design firm specializing in new construction.

"We make some assumptions," said Antonacci, who adds that the process can take six months and can cost $500,000 or more.

In some cases, residences were sold as completely unfinished raw space, with the models just an example of what can be done. In other cases, the model residence gives buyers a look at the fixtures and finishes that will be available in all of the residences in the building. Some buyers opt to purchased furnished models.

In one unit, carving out a dining area from the main living space increases interest, even if owners skip the formal space, Antonacci has learned. She often uses light-colored marble in kitchen and bathroom areas.

In each project, she works to highlight the room's layout with the use of high-end flooring or extras, such as surround sound or motorized window shades. Furniture and wall colors are somewhat neutral to appeal to a wider swath of potential buyers.

Walking through a model may speed up a buying decision because it evokes feelings of happiness, adds Hillard. Rather than looking at the floor plan on paper, the experience of seeing and feeling the various finishes evokes “an emotion that’s going to enter into the buying decision,” she said. While model-unit purchases are not tracked by real-estate services, 31 percent of buyer’s agents say that staging a home increases its value by 1 percent to 5 percent, according to a 2017 survey of 1,894 agents by the National Association of Realtors.

Choosing the right brands to display in the models is key. Potential buyers need to be familiar enough with the designs to feel as if they are walking into their home, said Hillard.

Contracts for AQUA Tower II are ongoing, with Naples-based PACT Realty serving as the exclusive listing agent. Two furnished models by interior designers Antonacci Design and Renee Gaddis Interior Design are available for purchase and open daily for viewing. Each model reflects the modern architectural style of the high-rise and showcases several features of AQUA’s sophisticated and refined design, while offering distinctly different floor plans and finishes.

The information center is at Wiggins Pass Road, 13675 Vanderbilt Drive. Online at www.aqua-naples.com.