An international, residential, development sales and marketing firm.


A new sales and marketing venture between Related Group of Florida, one of the world’s largest residential real estate developers, and Fortune International, South Florida’s leading development sales and marketing organization. This new organization was formed to manage multiple projects with over $3 billion in sales of high-end real estate developments in Latin America and the Caribbean. Residence branding includes W, Orient Express, and ICON/Philippe Starck.


FRIS’s ownership group required a management team to supplement Fortune’s existing world-class brokerage network and in-house sales force. The needs included an interim team to establish all day-to-day aspects of the organization, including establishing operations at Miami’s headquarter offices as well as assisting in the launch of sales in key international markets throughout the region, such as Mexico, Panama, and Colombia.


  • Managing Director and Operations Manager outsourcing
  • Presentations and reporting to partners, lenders and investors
  • Business planning and task management
  • Sales and lead tracking system implementation
  • Management and financial reporting, including dashboards
  • Operations and sales staffing assistance
  • In-country primary research including competitive pricing and product


Under a very tight deadline, Deering Companies, acting as interim Operations Manager and COO, implemented a thorough, efficient, and standardized structure and approach to development sales across multiple projects. For example, Deering successfully launched the first project (ICON Vallarta, total sales $115 million) in Mexico within 40 days, which included the preparation of a business plan, managing sales directors, as well as hiring, training, and deploying a professional sales team on site. Deering’s structure and management tools continue to be utilized with each subsequent project.


The first project in Mexico successfully executed its business plan and has consistently outpaced the sales pace and pricing levels of its competitors. Subsequent projects have greatly benefited from Deering’s approach and structure.