NAPLES & SELECT SOUTH FLORIDA MARKETS

Builder & Developer Consulting

A buyer-informed approach to positioning, launching and selling luxury residential projects.

From Concept to Market

I advise builders, developers and investors on the positioning, planning, marketing and sale of luxury residential projects—from individual spec homes to boutique condominium and townhome developments, through larger projects of 100 or more residences.

My work with luxury new-development buyers provides firsthand insight into how purchasers compare properties, what they value and what influences their decisions. I bring that perspective to competitive analysis, product feedback, pricing and a focused path to market.

Consulting can begin during planning, ahead of a launch, or when an existing offering needs a fresh assessment. Based in Naples, I serve select Southwest and Southeast Florida luxury markets.

Luxury Single-Family Spec Homes

I personally lead luxury single-family spec-home assignments through Douglas Elliman Real Estate, concentrating on select markets and neighborhoods where comparable resales, buyer demand and the surrounding properties support the proposed home and its price positioning.

My involvement can begin before construction, helping assess the competitive set, target buyer, floor-plan priorities, finishes and presentation. From there, I develop a focused pricing, marketing and sales approach suited to the property.

The objective is a home that makes sense for its location, speaks to its intended buyer and enters the market with a clear strategy.

Curved balconies of a modern beachfront condominium overlook the ocean and sandy shore.

Boutique to Large-Scale Development

For condominium, townhome and larger residential development assignments, I work in collaboration with Douglas Elliman Development Marketing (DEDM), the firm’s specialized new-development division.

The scope extends from boutique luxury offerings to larger projects of 100 or more residences. Each engagement combines my local market knowledge and buyer perspective with a project team and resources tailored to the development’s scale, stage and objectives.

Work can include competitive positioning, pricing and inventory strategy, buyer-informed product feedback, launch planning, marketing coordination, brokerage outreach and sales strategy.

A Focused Path to Market

Project Brief & Objectives

We begin with the property or site, proposed product, project stage, timing and ownership objectives. For investors, we clarify the project they want to create and the expertise needed to move it forward.

Market & Product Assessment

We review competing offerings, relevant resales, buyer demand and the proposed product. The location, layouts, features and price positioning should support a coherent luxury offering.

Project Team Assembly

For investors and owners, I help identify and assemble the builders, contractors, architects, designers and other specialists suited to the project, with roles aligned around its objectives.

Pricing & Launch Strategy

We establish the target buyer, competitive positioning, pricing and inventory approach, then coordinate presentation, marketing priorities and the launch plan.

Marketing & Sales Execution

Single-family spec-home assignments are led personally through Douglas Elliman. Development assignments are structured in collaboration with DEDM, with resources tailored to the project.

Review & Repositioning

We assess buyer feedback, competitive changes and sales progress, then refine positioning, presentation and strategy as the project evolves. Existing offerings can begin with a focused reassessment.

Luxury lobby with sculptural chandelier, tall glass doors, and ocean views.

Investors & Project Team Assembly

For investors looking to create a luxury residential project, I help translate the objective into a clear project brief and assemble the team needed to pursue it—including builders, contractors, architects, interior designers and other specialists suited to the assignment.

Depending on the project’s stage and needs, my consulting can include:

Competitive market analysis and target-buyer positioning
Buyer-informed feedback on layouts, features and finishes
Project team identification, introductions and coordination
Pricing and inventory strategy
Launch planning and marketing coordination
Brokerage outreach and sales strategy
Assessment and repositioning of existing offerings

Each professional’s responsibilities and the overall engagement are defined around the project, its stage and the owner’s objectives.

Middle Name

Full Name

Phone

Project location

Project type

Estimated number of residences

Project stage

Target timing

Project details & assistance sought

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Experience & Development Resources

Johnathan Shirey, P.A. is a Naples-based luxury real estate advisor and Director of Luxury Sales | Sales Associate with Douglas Elliman Real Estate. His practice combines luxury buyer representation with consulting for builders, developers and investors across select Southwest and Southeast Florida markets.

View Douglas Elliman’s Florida New Development Portfolio ↗

The portfolio presents the firm’s broader development platform. Project representation and the scope of each engagement are identified separately; a development featured on this website does not by itself indicate a personal developer appointment.

Bring Your Project Into Focus

Discuss Your Project

Modern home patio with lounge chairs overlooking a swimming pool and raised water feature.

Branded Residence Advisory

White Mediterranean-style home with a tile roof, arched columns, and a palm-framed balcony.

South Florida Development

White waterfront home with palm trees, a private dock, and calm blue water.

Waterfront New Construction

White stucco home with terracotta tile roof, arched wooden entry, stone steps, and palm-lined landscaping.

Private Developer Presentation

Modern white home with a black-framed glass entrance, stone steps, and tropical palms.

New Construction Single-Family Homes

Modern white building with curved balconies behind palm trees and tropical landscaping.

Investor Advisory

Work With Johnathan Shirey, P.A.

Whether you are evaluating your next residence or preparing a luxury residential project for market, I provide a focused advisory approach grounded in buyer priorities, competitive positioning and market insight. I work with buyers, builders, developers and investors across Naples and select South Florida markets.

Buyer Advisory | Builder & Developer Consulting

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