Lunara Bay waterfront homes and private docks in Key West
Lunara Bay

Exclusive Sales, Marketing & Brokerage Services

Lunara Bay

Twenty-six homes, one story, sold in sequence. A confidential response for Lunara Bay, Key West, from Collins & Fine Group — bringing lifestyle-led positioning, disciplined pricing, and a controlled sales release to a rare waterfront community.

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26 homes

One limited offering

4–8 beds

Key West vacation residences

$145M

Preliminary sell-out target

18–24 mo

Indicative contract sell-through

Collins & Fine Group · Lunara Bay · Key West, Florida

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Explore our approach to Lunara Bay's sell-out, download the original RFP, or ask a question about the offering.

3

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Why Collins & Fine Group

One Offering. One Accountable Team.

Lunara Bay is a distinct collection of completed vacation residences. The opportunity is to turn an established hospitality experience into a compelling ownership proposition without losing pricing discipline.

Single accountable lead · sales, marketing & positioning

Collins & Fine Group

Dan Collins and Bruce Fine lead the relationship directly. Our resort and master-planned community experience informs one integrated program, from the first invitation to the final closing.

  • Dan Collins leads positioning, brand direction, marketing and Seller communication
  • Bruce Fine leads affinity strategy and broker-network activation
  • Experience spanning Bay Creek, Martis Camp, Carlton Woods, Four Seasons Anguilla, The Cliffs and Hartness

One offering · one focus

A Seller-Aligned Sales Program

Lunara Bay should not compete with itself as twenty-six simultaneous listings. We create qualified demand before public exposure, then release inventory in a deliberate sequence.

  • Prioritize past guests and affinity relationships, subject to consent
  • Validate Founder pricing privately before broad market exposure
  • Coordinate marketing, showings, contracts and reporting around the Seller's objectives

Lead with the Life. Support It with the Numbers.

The dock, the sunset, and the next family gathering open the conversation.

Lunara Bay's “Life on idle time” positioning gives the ownership story a natural starting point. Documented operator history can support the decision, but no modeled rental income or promised investment return belongs in buyer-facing material.

Dan Collins

Dan Collins

Founding Partner · Engagement Lead

Bruce Fine

Bruce Fine

Founding Partner · Sales & Broker Strategy

Jim Adams

Jim Adams

Title to be confirmed

Track record

Real Estate.
Real Results.

Selected communities from the principals’ broader resort and residential experience. 65 locations across four continents; prior roles are not a claim that every engagement was contracted through Collins & Fine Group.

Hover a marker or a community name for details.

Southeast US

West & Mountain US

Caribbean & Latin America

International

Scope of services

From First Invitation
to Final Closing.

An integrated scope for exclusive sales, marketing and brokerage coordination. Legal, construction, insurance and rental-management services remain with the Seller’s appointed specialists.

01

Sales & Go-to-Market Strategy

Affinity outreach, Founder reservations and controlled public exposure

02

Pricing & Inventory Releases

Home-by-home CMA, verified areas and demand-led release pricing

03

Brand & Ownership Positioning

A sales narrative that builds on Lunara Bay's existing lifestyle identity

04

Photography, Film & Digital Twins

Architectural, lifestyle and dock detail across the residence collection

05

Sales Microsite & Buyer Portals

Marketing, product and legal information matched to buyer readiness

06

Paid Media, Search & Email

Feeder-market demand generation and consent-based prospect nurture

07

Broker Cooperation & Events

Broker preview, VIP launch and familiarization visits

08

Curated Buyer Discovery Visits

Qualified stays and coordinated tours around occupied homes

09

On-Site Sales Operations

Recruiting, training, contract administration and showing coordination

10

CRM & Pipeline Reporting

Registrations through reservations, contracts and closing risk

11

Diligence & Closing Coordination

Work with Seller counsel, lenders, title and the existing rental operator

12

Confidential Bulk-Sale Track

Only with a written Seller floor, defined deadline and approved terms

Strategic approach

Five Pillars,
Protecting the Sell-Out

A coordinated sales and marketing approach built around pricing power, buyer confidence and the Seller's net proceeds.

01

One Offering, Not 26 Listings

Sales & go-to-market · Section 5.1

Build a qualified, ranked waiting list through private affinity outreach and refundable Founder reservations. Public exposure follows demonstrated momentum, rather than forcing every home to compete on day one.

02

The New Key West Ideal

Lifestyle-led ownership

Translate Lunara Bay's existing hospitality story into ownership: spacious 4–8-bedroom homes, gathering places, pools, waterfront settings and selected private docks. Lead with the life; support it with documented operating history.

03

Validate Price Before Escalating

Pricing & positioning · Section 5.2

Use a full comparative market analysis, verified areas, condition assessment and actual buyer response. A $145 million base case remains preliminary; future release pricing moves only when demand supports it.

04

Bring Demand to Key West

Affinity groups & broker activation

Begin with past guests and existing relationships where consent permits. Extend reach through domestic and international feeder-market brokers, curated visits and a coordinated public offering at Month 4.

05

Make Every Release Measurable

Absorption & accountability · Sections 5.3 and 6

Track qualified registrations, portal engagement, showings, reservations, firm contracts and closings. Adjust release pace and distribution before considering price reductions, with Seller approval at each material decision.

What we bring

Protect the Price. Remove the Friction.

A compelling story only works when the product, documents and buyer experience are ready to support it.

Lifestyle with Evidence

Lunara Bay already has a distinctive hospitality story. Ownership marketing should preserve its emotional appeal while using actual operator statements—not projected yields—to answer financial questions.

Demand Before Exposure

A private reservation period lets us test appetite and establish momentum. Public MLS exposure begins against a project with commitments, not a stack of competing listings.

Pricing Discipline

Every phase keeps a balanced inventory mix. When absorption slips, diagnose demand, adjust release pace and activate brokers before considering home-specific price changes.

The largest pre-launch value lever

The Homes Must Present as New

The source proposal estimates $9–16 million of indicated sell-out value depends on condition. That is value at risk, not a renovation budget. The Seller's Keys contractor must scope and price a value-engineered refresh, coordinated with rental and release schedules. We take no fee on construction.

Before the offering goes live

  • Written county confirmation of the rental-rights pathway
  • Association and rental terms reviewed by counsel and lenders
  • Actual owner statements for the trailing 12–24 months
  • Dedicated showing home, digital twins and turn-day tours
  • Verified areas, title, surveys, elevations and insurance quotes

Pre-launch preparation

Listen, Plan, Build:
Earn the Launch

A roughly 90-day preparation window leads toward the January 18, 2027 launch target. Rental rights, legal readiness, condition and pricing must be resolved before buyer commitments—not during them.

Days 1–30

Diligence & Price Validation

  • Review actual owner statements and verify home-by-home areas
  • Complete CMA and preliminary pricing recommendation
  • Review rental rights and association terms with Seller counsel
  • Define condition scope with the Seller's contractor

Days 31–60

Build the Offering

  • Develop ownership positioning and buyer segmentation
  • Commission photography, film, floor plans and digital twins
  • Configure sales CRM and marketing, product and legal portals
  • Recruit the on-site team and preferred broker panel

Days 61–90

Prepare the Founder Release

  • Activate private affinity outreach with approved consent
  • Build the qualified, ranked reservation list
  • Confirm showing-home access and turn-day tour windows
  • Review launch gates and Seller-approved release pricing

Launch readiness

A Deliberate Path to Market

Diligence and readiness come first. Private demand-building follows, so the Founder offering opens with informed buyers, credible pricing and a clear route to contract.

  1. 1Diligence RequestOwner statements, title, surveys, rental rights and association documents establish the factual starting point.
  2. 2Condition AssessmentSeller-appointed contractors scope the refresh. Our pricing view assumes homes that present as new.
  3. 3CMA & PricingVerify areas and closed comparable sales before recommending home-by-home launch prices.
  4. 4Rental & Lending ReviewCounsel and lenders review the rental program, transfer pathway and ownership terms.
  5. 5Offering StoryConnect the existing Lunara Bay lifestyle to an ownership proposition supported by facts.
  6. 6Sales InfrastructureCRM, digital twins and marketing, product and legal portals prepare the buyer journey.
  7. 7Whisper CampaignPrivate outreach to prioritized affinity groups builds qualified demand before public exposure.
  8. 8Founder ReservationsRefundable reservations and time-stamped preferences establish priority, subject to approved terms.
  9. 9Broker Preview & LaunchJanuary 18, 2027 target: one coordinated moment, a six-home Founder release and clear deadlines.

Steps 1–5: First 45 Days

Timing & absorption

One Launch Moment,
Then Disciplined Sell-Through

One controlled Founder launch is followed by managed inventory releases. Targets are preliminary, measured from sales launch and contingent on demand, product readiness and Seller approvals.

18–24 Months

The Indicative Contract Sell-Out Window

The $145 million base case targets 18 months to full contract sell-out. An accelerated case is $160 million in 14 months; the downside case is $125 million in 24 months. These are planning scenarios, not forecasts of value or promised results.

01

Month 1: Founder Launch

Broker preview and VIP launch, with six Founder homes offered to a qualified priority list. January 18, 2027 is the readiness-dependent target.

02

Months 2–3: Convert & Close

Target five homes under contract by Month 2 and the first closing by Month 3. These depend on pre-launch demand and complete legal and title work.

03

Months 4–8: Public Momentum

Open MLS and full campaign activity at Month 4. Target thirteen homes under contract or closed by Month 8, while matching subsequent releases to real demand.

04

Months 18–21: Finish Well

Base-case target: all twenty-six under contract or closed by Month 18, with illustrative closing completion by Month 21. Downside planning allows 24 months to contract sell-out.

Demand→Release→Contracts→Closings· validate before the next release

Your team

Senior People, Close to the Work

Collins & Fine Group leads this proposal. On-site appointments follow engagement; the Florida-licensed brokerage and commission-payment arrangement must be confirmed in the definitive agreement.

Team structure

Engagement lead & Seller contactDan Collins — Founding Partner
Deputy lead & broker strategyBruce Fine — Founding Partner
On-site salesTwo senior sales executives — selection after engagement
Sales coordinationContract administration, CRM and showings
Marketing coordinationCampaigns, portal content and reporting
Legal, lending & constructionSeller-appointed specialists, coordinated with CFG

How we stay involved

  1. 1

    Direct senior involvement

    Dan Collins and Bruce Fine lead the relationship

  2. 2

    Weekly

    Pipeline, engagement, contracts and closing-risk review

  3. 3

    Monthly

    Seller reporting on spend, absorption and next decisions

  4. 4

    Before each release

    Review demand, inventory mix and pricing with the Seller

  5. 5

    At every launch gate

    Confirm legal readiness, condition and operational access

Items to reconcile before final issue: the source's waterfront-home count and release quantities; differing management-fee and broker-incentive language; and the licensed brokerage/payment arrangement for this Collins & Fine-only proposal. This first pass uses 26 total homes, the stated $800,000 program and Exhibit C's management-fee schedule without treating unresolved terms as settled.

Pricing & commercial framework

The Economics of
a Disciplined Sell-Out

A $145 million preliminary base case, supported by an $800,000 marketing and sales program. Figures below use the source fee exhibit provisionally and remain subject to diligence and a definitive agreement.

$125M downside$160M accelerated
Direct sales4%
Co-brokered sales, total6%
Blended rate in this illustration4.9%
Management fees, 24 months$272,000

The 6% co-brokered total includes the cooperating broker payment. Management uses Exhibit C: $18,000/month for four months, then $10,000/month for twenty months. Final fee language and the Florida-licensed brokerage arrangement require confirmation.

Project marketing & sales program

Brand & design$50,000
Collateral, photography & sales environment$130,000
Advertising, direct mail & production$60,000
Website, portals, search & email$120,000
Events, broker program & PR$160,000
VIP discovery visits$110,000
Sales & marketing personnel$100,000
Sales & marketing administration$70,000

Year 1

$495,000

Year 2

$305,000

Total

$800,000

Marketing is separate from commissions, management fees, capital refresh, legal, title, taxes, insurance and other direct costs. Additional sales advances and approved reimbursements are not included in this illustration.

Illustrative selling expense · not profit or investment return

Sales commissions

$7,105,000

Total selling expense

$8,177,000

Proceeds after listed costs

$136,823,000

Selling cost / sales volume

5.64%

No acquisition basis, debt, capital work, taxes or operating costs deducted. Pricing, absorption and budgets are preliminary estimates—not guarantees, predictions or appraisals.

Lunara Bay

Lunara Bay’s Next Chapter Starts Here

One limited offering. A lifestyle worth owning. A disciplined plan to bring the right demand to Key West. We welcome the opportunity to review the diligence, validate the commercial terms and shape the launch with you.

Pricing, absorption and budgets are preliminary, subject to diligence and agreement—not guarantees or appraisals.

Dan Collins · dan@collinsfine.com

Collins & Fine Group · Lunara Bay · Confidential

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