For Miguel Serrano, Connecting with Clients Comes from Sharing Their Passions

“I don’t consider myself a salesperson,” Miguel Serrano says.

An agent for Douglas Elliman based in Boca Raton, Fla., since 2018, Serrano certainly has closed his share of high-dollar transactions, including several record-setting sales. But he is far more focused on building the trust that can turn one-off transactions into enduring relationships with a high-net-worth clientele. And he clearly understands that gaining the trust of his clients requires discretion, expertise in his market, and understanding the lifestyles that his clients lead. 

“At this level, clients don’t want to be sold to,” he says. “They want an advisor.”

Before he joined the brokerage, Serrano spent years consulting for high-profile investors and developers from such countries as Brazil, France, Russia, and Israel on a range of projects, including luxury condominiums, large-scale residential developments, and charter schools. When an agent involved in one deal asked if Serrano had a real estate license, he saw an opportunity to pivot.

“I was already doing site selection, land analysis, and due diligence,” he recalls. “They pointed out that I was essentially doing the work of an agent without the license.”

Serrano initially got his license to educate himself, so that he could better serve his clients, but he soon encountered an opportunity that would change his career. A custom home builder in Southwest Ranches, Fla., asked him for help on the sales strategy for a collection of ultra-luxury estates priced between $10 million and $40 million. Instead of marketing the properties individually as custom home builds, Serrano proposed a development-style approach and created a set of home concepts that allowed buyers to be involved in the design process before construction.

The strategy worked. A spec home that was on the market for nearly a year sold within two weeks after Serrano joined the project. The development went on to sell briskly, setting multiple sales records in the area. Today, Landmark Ranch Estates is a coveted community for luxury buyers looking for privacy and space right outside of Miami. 

A Foundation for Trust

When it comes to gaining a client’s trust, Serrano’s first move is simply to listen.

“Most of these clients already know what they want,” he says. “My role is to understand their vision and guide them toward the right opportunity.” 

Instead of trying to force a sale, Serrano often advises against purchasing properties if they don’t line up with the clients’ vision and goals. That can mean redirecting buyers to other agents if he thinks they can better suit their needs. It’s an approach that has been very effective for helping ultra-high net worth buyers who value discretion.

“If you focus too much on commissions or closing a deal, you can make the wrong decision for the client,” he explains. “And that can cost you a relationship for life.”

Serrano also finds that the best way to connect with international buyers is to cultivate a genuine interest in their passions and pursuits, from aviation and classic car collecting to equestrianism and sporting clays. An experienced pilot, he enjoys flying his friends and investors [on his personal aircraft?] and often attends international equestrian events with his wife, a competitive showjumper.

He is also very involved in the classic Ferrari community and recently participated as a judge at the 35th Palm Beach Cavallino Classic, one of the most prestigious events for Ferrari collectors.

“These hobbies aren’t about pretending to live like my clients,” Serrano makes clear. “They’re about understanding what they enjoy and being able to relate authentically.”

He recalled a conversation with an international buyer that revealed how many common interests they shared, including Ferrari collecting, equestrian sports, and aviation, which created an immediate bond and foundation for trust. Such interests naturally align with luxury real estate.

Ferraris, he explains, are powerful symbols of success. For collectors, especially ones who seek rare vintage models, they are far more than ways to get around—they are landmark achievements. 

“The Ferrari is the trophy,” Serrano says. “But the home, the property, is where people ultimately live the lifestyle they’ve worked for.”

By being involved in events like the Cavallino Classic, he has formed connections and meaningful bonds with the world’s most sophisticated collectors, many of whom are also luxury real estate investors.