Most real estate agents can list a property and wait for a buyer. New construction at the luxury level requires an entirely different skill set, and Vlado Konatar of Kona Realty has built his business around understanding what separates it from the other.
“New construction isn’t a transaction, it’s a relationship spanning 12 to 18 months, sometimes longer,” Konatar explains. “I’ve had projects take four years to complete. Managing those expectations while keeping buyers committed through delays and change orders, that’s where most agents exit the game.”
Konatar is one of only a handful of agents operating consistently in Sarasota’s $3 million-plus new construction space. His approach differs from the standard real estate playbook. Rather than focusing solely on closings, he works with developers from the design phase, advising on product features, pricing strategy, and amenities that match current buyer demand.
The complexity goes beyond what most agents are prepared to handle. Contracts in new construction typically favor developers by substantial margins, sometimes 99% in the builder’s favor. Educating buyers on these terms and making them comfortable with the structure requires a different kind of expertise.
“Every developer has a different process and different contract terms,” Konatar notes. “Then there are change orders, timeline extensions, and the reality that I have yet to see a project delivered on time. Managing those expectations over months or years while keeping buyers confident requires building genuine trust.”
As a developer himself, Konatar understands what builders need delivered on time. “It’s not just about selling units. It’s about understanding their lending agreements, their quarterly benchmarks, and the financial pressures they face. Most agents don’t think about the builder’s relationship with their lender, but that relationship creates opportunities if you understand it.”
This insight led to an unconventional early-career move that established his reputation. Faced with a project that had sat unsold for seven months, Konatar made a bold promise: sell the entire $5 million inventory in one month or work for no commission. It was a significant risk. He sold everything in 30 days.
“After that, word spread quickly,” he says. “I landed a $60 million project shortly after, and things became progressively easier. But looking back, I’m not sure I’d make that same promise again. The risk was substantial.”
Today, he structures deals that benefit multiple parties simultaneously. He might purchase 15 units himself while bringing 10 buyer clients to the table. The volume gives him negotiating leverage that individual transactions can’t match, and it demonstrates commitment to developers in a way that standard representation doesn’t.
“Developers want to work with agents who are invested in seeing their project succeed, not just in closing one deal and moving on,” Konatar explains. “I focus on adding value beyond sales: sharing data insights, helping resolve buyer concerns, and committing long-term to projects. Most agents want quick deals. Not many are willing to commit two or three years to see a project through from ground breaking to final close.”
His advice to agents considering this niche: under-promise and over-deliver, focus on consistent performance that protects developer timelines, and provide honest, direct feedback that helps developers and investors market effectively. Don’t chase every deal. Build trust over time.
The current market presents what Konatar sees as a timing opportunity that won’t last. Developers are offering incentives to move inventory ahead of anticipated rate cuts in 2026. Builders with year-end pressure to show sold units to lenders are particularly motivated in November and December.
“We’re at a point where you can buy at or below market value in the luxury new construction segment,” he says. “That hasn’t been the case in three to four years. Once rates ease, I expect that window to close quickly. People are already positioning themselves for what they expect will be a significant spring market.”
Konatar recently hired four agents to expand capacity, focusing on candidates with drive, work ethic, and coachability rather than just experience. “I’m looking for people willing to learn and put in the time. The industry changes rapidly, so adaptability matters more than a resume.”
As the luxury new construction sector continues to diverge from broader market trends, operating on different economics with different timelines, Konatar is expanding to handle what he expects will be increased activity through 2026 and beyond. He’s currently working on a five-unit downtown Sarasota project featuring fully custom homes with amenities rarely found in that area, a project that came together after he sold out his entire existing inventory ahead of schedule.
The lesson for the industry: luxury new construction operates on different economics than resale markets, with different timelines, different relationships, and different opportunities for agents willing to commit to the long game. Most agents can’t or won’t make that commitment. For those who do, the rewards are substantial.
Vlado Konatar is the founder of Kona Realty Group, a Sarasota-based firm specializing in luxury new construction and high-end residential real estate. With over 11 years of experience in the Florida market, Konatar works closely with developers on projects throughout the Sarasota area. Learn more at konarealtygroup.com.
Disclosure: Individuals or companies mentioned may have a commercial relationship with KeyCrew.