The verdict in three sentences
For a Miami luxury brokerage, the two lines that blow up website quotes are the listings feed and the languages, and most briefs describe neither. A requirements checklist that separates the IDX feed, the CRM connection, English, Spanish and Portuguese content and the property page templates usually turns a $10,000 to $60,000 spread into quotes you can actually compare. Write it before the first agency call, ask for each integration as its own line, and rank the answers on a weighted grid rather than on the portfolio slideshow.
Which sections belong in a luxury brokerage checklist?
Brickell condos, Miami Beach waterfront, Coral Gables estates and Key Biscayne homes attract buyers from Latin America, Europe and other US states. Your checklist should say who you serve and what each page must make them do. The table below is the checklist itself: copy the first two columns into your brief.
| Section | What to specify | Example for a Miami brokerage |
|---|---|---|
| Goals and audiences | primary buyer and seller profiles, one action per page | international buyers, local sellers, relocation clients |
| Pages and templates | count pages and templates | home, 6 neighborhood guides, listing search, listing detail, agent profiles, sell with us, contact |
| Content ownership | who writes, who approves, compliance sign-off | marketing lead writes, broker approves, fair housing wording review |
| Languages | which pages in which language, who translates | English full, Spanish full, Portuguese for 8 key pages |
| Listings and IDX | MLS, IDX vendor, search features | feed from your IDX vendor embedded, on quote |
| CRM and lead routing | where forms go, who receives them | native web form of your CRM, routing by language |
| Accessibility and data | target and form fields | WCAG 2.2 AA, name, email, phone, budget range only |
| Ownership and migration | domain, hosting, URL inventory | all accounts in the brokerage name, 301 map for ranking URLs |
Three compliance lines deserve their own paragraph. Brokers and sales associates are licensed by the Florida Real Estate Commission, so the broker checks how the brokerage name and license details appear on every page. Listing descriptions and neighborhood guides should be reviewed against fair housing advertising rules: describe the property and the area, never the "ideal" buyer or neighbor. Marketing email must follow CAN-SPAM, and ADA Title III website suits are frequent in Florida, which is why WCAG 2.2 AA belongs in the acceptance criteria. This is not legal advice: confirm each point with your broker of record and counsel.
How does precision change the quotes you receive?
The figures below are 2026 ballpark ranges from typical Miami agency quotes, not a published study. They show the spread between quotes for the same line, first with vague wording and then with precise wording.
| Line | Vague brief | Spread (vague) | Precise brief | Spread (precise) |
|---|---|---|---|---|
| Listings | "show our listings" | $3,000 to $25,000 | IDX vendor feed embedded, 2 templates | $3,500 to $9,000 |
| Languages | "bilingual site" | $2,000 to $15,000 | EN and ES full, PT on 8 pages, translator named | $4,000 to $8,000 |
| CRM | "connect to our CRM" | $1,000 to $12,000 | CRM native form, routing by language | $500 to $2,000 |
| Neighborhood guides | "luxury content" | $1,500 to $10,000 | 6 guides of 600 words, broker approves | $2,400 to $4,800 |
| Media | "drone and video" | $0 to $8,000 | brokerage supplies media, max 300 KB per image | $0 to $800 |
| Accessibility | "ADA compliant" | $0 to $6,000 | WCAG 2.2 AA, report at acceptance | $1,500 to $4,000 |
Precision does not lower every line. It removes the guesswork that makes one quote three times another for the same work.
How should you score three agency quotes?
Weight the criteria that carry the most risk for a luxury brokerage: the listings approach and the language workflow come first. Score 1 to 5, multiply by the weight, sum, divide by 100.
| Criterion | Weight | Quote X | Quote Y | Quote Z |
|---|---|---|---|---|
| Listings and IDX approach | 25 | 4 | 5 | 3 |
| Language workflow (EN, ES, PT) | 20 | 3 | 4 | 5 |
| Lead routing, CRM kept separate | 15 | 4 | 3 | 3 |
| Ownership of domain and accounts | 15 | 5 | 3 | 4 |
| Accessibility and fair housing review | 15 | 3 | 4 | 4 |
| Price clarity | 10 | 2 | 3 | 5 |
| Weighted score (out of 5) | 100 | 3.60 | 3.85 | 3.90 |
Quote X: 100 + 60 + 60 + 75 + 45 + 20 = 360. Quote Y: 125 + 80 + 45 + 45 + 60 + 30 = 385. Quote Z: 75 + 100 + 45 + 60 + 60 + 50 = 390. Quote Z wins on languages and clarity even with a weaker IDX plan, so ask Z to improve that line before signing.
Where does the Kolonell fixed grid fit?
Kolonell's international grid has three fixed prices: Starter $2,900, Growth $4,900 and Premium $8,900. A brokerage working in English, Spanish and Portuguese belongs in Premium, the multilingual tier, with languages set in the quote. Every tier includes a project manager reachable in Eastern Time, native English copywriting, delivery in 3 to 4 weeks once content is ready and 3 months of support. The IDX feed, MLS data, CRM connection and any custom property search stay on quote, because they depend on your vendors. Kolonell built the website of Orven Properties (orvenproperties.com), a Dubai real estate company, which you can review as a live reference. Full details are on the international offer page.
A Miami agency with an in-house photo and video crew is the better fit if you want one team to shoot every listing and run launch events.
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Mini case study
Illustrative example. Camila Restrepo (fictional) is broker-owner of Bayline Estates, a fictional Coral Gables brokerage with buyers from Colombia, Brazil and Spain. Her checklist lists 34 pages, 6 neighborhood guides, English and Spanish in full, Portuguese on 8 pages, an IDX feed from her existing vendor and 18 ranking URLs to redirect.
- Kolonell Premium (the multilingual tier, languages set in the quote): $8,900
- Independent Portuguese translator, a third-party cost: about $700
- IDX vendor subscription, $60 per month over 36 months: $2,160 (third-party cost, market assumption)
- IDX embed and CRM connection: on quote
Three-year total excluding on-quote lines: 8,900 + 700 + 2,160 = $11,760. Kolonell maintenance after the 3 included months is on quote.
FAQ
Do I need IDX on a luxury brokerage website?
Most Miami brokerages show MLS listings through an IDX vendor, typically around $40 to $100 per month. Ask every agency to quote the embed as a separate line so the feed cost stays visible.
How many languages should a Miami luxury site have?
English and Spanish cover most local buyers, and Portuguese helps for Brazilian clients on 6 to 10 key pages. In the Kolonell grid that is Premium at $8,900, with languages set in the quote.
Who approves fair housing wording?
The broker of record or the person they designate, before launch. Plan about 2 hours of review per 10 pages of listings and neighborhood copy.
What should I own at the end of the project?
The domain, hosting account, analytics, Search Console and CRM, all in the brokerage name. Ask for this in writing in 1 line of the contract.
How long does the project take once the checklist is done?
With content and translations ready, Kolonell delivers in 3 to 4 weeks. Local agencies often quote 8 to 14 weeks for the same scope, mostly due to content rounds.
Let's scope your project. Send your checklist and we will map it to Growth or Premium, list IDX and CRM as separate lines and confirm a 3 to 4 week calendar. See the international offer or request a free quote: detailed reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
