Over the last seven years, La Florida Coastal Properties, L.L.C., located in Grayton Beach at Grayton Corners, has quickly risen to the top of the competitive real estate sector along the Emerald Coast, filling a niche with its small and intimate boutique-style services. What sets La Florida apart from others is the passion, confidence and humility set forth by its staff and co-owners Jeff and Gay Landreth. When speaking with Gay one-on-one, you can literally hear the devotion and pure excitement radiate in her voice. She and her team aren’t simply “selling property” but building hands-on a reputation to “make it happen” and fulfill someone’s lifelong dream of owning a home at the beach. La Florida’s thoughtful sales plans encompass more than 25 years of experience, while leveraging new sales methods and technology.
Bella Vita, located in Blue Mountain Beach, was the luxury condominium that started it all for La Florida, and the company now has closings all the way from Destin to Panama City Beach, including the towns of Seaside, WaterColor and WaterSound, as well as luxury properties like Vizcaya and Adagio. While La Florida is based in Grayton Beach, the company is also able to set up branch offices in various parts of the coast when opportunities arise. For instance, a luxury high-rise on the East Coast was just one property recently brokered by the staff. Of course, the Grayton home base is definitely the favorite.
“What I like best about my Grayton office is it overlooks the bike path and I can bring my black Lab, Zelda, to work,” Gay says. “We joke and say we are a bike- in, bike-out office. Customers bike up and stop in to say hi to Zelda.”
Like any business, the real estate industry has been affected by the current economic conditions, but the La Florida team has “consistently been blessed with success in every downturn.” Gay has solely worked on commissions for over 30 years and recalls many cycles in the market. Many customers are people they have done business with for several years or from referrals.
“We do not take lightly any transaction because it is of value and represents a person’s belief in that property as they have a financial and, many times, emotional stake in it,” Gay says. “The memories that are made at the beach are lasting, and we see each transaction as the beginning of a long relationship.” But one way the economy has affected real estate professionals, she says, are the millions of dollars in offers that do not come to fruition. “As a broker, I can tell you that tens of millions in sales slip away as real estate professionals meet the challenge to educate the seller that the market will not bring the price they desire, and to educate the buyer that the market will bear a greater price than they feel should be paid,” she says.
So what about the future of 30- A? La Florida remains very positive and believes 2010 is “nothing but promising for 30-A.” Homes in planned communities with town centers are selling well, in addition to gated beach communities. “If the property is priced right and is quality, you will find a buyer and, perhaps, several buyers,” Gay says. La Florida sells homes and condominium homes in various price ranges, from a gulf- front home on 30-A to a condominium home at Regatta Bay on Scenic 98.
The company uses its experience and expertise in determining vital factors such as product mix and viability, pricing, branding and market trends, and area developers have come to rely on this. La Florida works with leading architects, land planners, general contractors, attorneys and financial institutions to turn a mere vision into a reality. The firm always tailors a comprehensive sales and marketing plan to every property, whether it’s for an individual home, home site or an entire development. “Gay’s marketing skills are extensive, and she has an excellent team of real sources for other real estate-related suppliers and bankers, which help to facilitate the sale process right through to the closings,” says Rhonda Baldock of Tallahassee.
Together, Jeff and Gay have fulfilled their desire to create a small, intimate company with exceptional one-on-one consulting and service backed by extensive research and experience. “La Florida leverages strong relationships with the real estate community while maintaining autonomy,” Gay says. “We do business in a way that is consistent with our core values.”
Gay and Jeff Landreth are real estate experts along 30-A and surrounding areas and bring that expertise and know-how to all their clients on a daily basis. They truly see each client’s individual vision to live along the turquoise-infused waters of Florida’s Gulf Coast and share their “passion for life, passion for living.”