A Conversation with Sonja Bogensperger
By Eppie Vega
Contributing Writer
In an area where the real estate sector is growing at a very fast pace, leaders such as Sonja Bogensperger predict that the future will
be even more promising. Sonja Bogensperger is the Director of Production and Marketing for Majestic Properties here in Miami Beach. She worked for 12 years in international sales and
marketing in the tourism industry. She also worked for Dollar Rental Car, working six months of the year in London and the other six in Miami. At Majestic, she sets marketing guidelines
for the year, does advertising and trains agents in sales. She also works very closely with the “Majestic Collection” and is in charge of the events for the company. Originally from
Austria, she loves the Miami skyline and the promising future for real estate in this area.
Majestic Properties is composed of three divisions: residential, commercial, and the new developments division. The residential
division services everything from the Art Deco condo to luxury single-family homes. Every buyer is different and Majestic Properties has over 100 real estate agents that are specialized
in different areas all around Miami. The commercial real estate division has 10 full-time real estate agents that are highly specialized in commercial properties in various areas like
Edgewater, Downtown Miami, and Miami Beach. The new developments division include “The Majestic Collection,” a section of the company that services developers from the selection of the
location of a property, to the purchase of a lot, the design and interior finishes and the exclusive sale of the property. Developments participating in The Majestic Collection program
include Sky, Ice, Vilamur and Vilasol. Ice, for example, is a loft project in Miami where units range in sizes from 1500 to 1830 square feet, have 18-foot high ceilings and high-end
finishes. There are also three “penthouse lofts” with private rooftop sundecks and swimming pools.
SunPost: How would you describe what Majestic Properties is all about?
Bogensperger: We do not sell square footage here at Majestic. We enable people to live a
lifestyle: sun, beaches, the buzz of South Beach or the artsy spirit of new areas such as Biscayne Boulevard. Our projects and developments reflect this sense. Take for example “Ice.”
Its creation is inspired by minimalist sculptor Donald Judd. Its location is almost opposite the design district and a few blocks away from the Performing Arts Center. It’s perfect for
someone who would like to live New York’s Soho spirit right here in Miami.
SunPost: How do you compare the tourism industry with the real estate industry?
Bogensperger: I did sales and marketing for the European market. I had to travel a lot
to cities like Paris, Madrid, Milan, and Barcelona to bring tourists. Since I started in Majestic Properties this is the first time I’ve been stationary in a long time. I’ve been working
for Majestic for one year and the more I learn about real estate the more I think there are strong parallels between the two industries.
SunPost: What do you think makes Miami so appealing in the real estate market?
Bogensperger: Miami is a microcosm of the global economy. It is largely influenced by the
Latin American market. Miami has a huge attraction to foreigners. People feel at home here because it is so accepting and open. You have places like Miami Beach and Coral Gables that are
so different, so exciting. Doing business here is different than anywhere else in the world. For example, there are 12 different languages spoken just in our company. Where else are you
going to find such a diverse group of people? Everybody wants a piece of it. Every area has a distinctive flavor. Miami is quickly becoming a center for the arts. There is something for
everybody: museums, arts, weather. We’re living an incredibly exciting lifestyle. It’s unique. It’s so exciting to be here.
SunPost: So you believe that real estate in South Florida is doing very good when
compared to the rest of the United States?
Bogensperger: Yes. Certainly none of the factors influencing the rest of the U.S. have so
far even touched Miami. There are voices out there talking about a real estate bubble and glut of developments. These negative voices were heard throughout last year, and yet real estate
had its best year ever. When listening to the negative voices, always remember that Miami has a mind of its own.
SunPost: What do you mean by that?
Bogensperger: The prognosis in real estate is that it was going to slow down because of
September 11th and the increase of interest rates. But this doesn’t apply to Miami. Miami has seen a growth in real estate in the last year by 25% and Majestic grew overall by
30%. We even opened a new location on Biscayne Boulevard. Housing values have grown more in Miami than in all of US.
SunPost: To what do you attribute your company’s success?
Bogensperger: I attribute our company’s growth to very well-done marketing. We work with
investors, and the domestic American buyer.
SunPost: Why would some developments have a problem selling?
Bogensperger: There can be multiple reasons for this. Buyers are very smart—they will not
buy into an overpriced project. They are also looking for something different, new. So some old architectural concepts or “wannabe” moderns may not work. During times of political
threats, people look for stability and one thing is home ownership. It gives you a sense of security and belonging.
