How Waterfront Properties Brings South Florida Listings to London and the World
On September 17, 2026, RISMedia published a feature on Mayfair International Realty, the London-based luxury real estate network, examining how its member firms like Waterfront Properties use a physical presence in London's Mayfair district to compete for international clients.
The feature is a good occasion to explain how Waterfront Properties markets homes beyond South Florida. Buyers for waterfront and club community properties in northern Palm Beach County and the Treasure Coast come from across the United States and overseas, and one of the first questions a seller asks is who will actually see the listing. Our answer rests on several international channels, and Mayfair is the one no other brokerage in our market can offer.
What Is Mayfair International Realty?
Mayfair International Realty began in 1995 as a UK-wide network of independent real estate brokers and expanded into North America in 2005, according to the company. Its London base, known as The Mayfair Office, sits at 41-43 Maddox Street in the West End, between New Bond Street and Regent Street. In 2021 the network joined Reliance Relocation Services, the parent company of Leading Real Estate Companies of the World, while continuing to operate as its own brand.
Mayfair is among the most recognized residential addresses in London. The district is bordered by Hyde Park, Oxford Street, Regent Street and Piccadilly and sits at the center of Prime Central London. For a buyer who divides time between London and Florida, or a family managing property in several countries, a listing presented from a Mayfair address signals that the selling brokerage operates at an international level.
One Member Firm per Market
Mayfair International Realty limits membership to one firm in each designated market. RISMedia describes the model as strictly market-exclusive, with each member being the only firm in its area able to offer clients the exposure attached to the Mayfair name.
For sellers in our market, the practical result is simple. Waterfront Properties is the Mayfair member firm for our territory.
Jenny Doolan, Mayfair's vice president of business operations, told RISMedia that “a credible London presence creates a much stronger client proposition.” She also observed that many clients now think about property across several cities and countries at once, whether they are selling in the United States, buying in London or helping a child relocate to Europe.
How Mayfair Membership Extends a Listing's Reach
Mayfair membership adds several points of exposure for selected Waterfront Properties listings. Member firms can promote properties on high-definition displays at the Maddox Street office, where listings rotate weekly in view of an affluent international audience moving between Bond Street and Regent Street. Qualifying listings can also be syndicated to established UK property audiences and featured on Mayfair's websites.
According to Mayfair International Realty, members' properties are uploaded daily to the websites of the Financial Times and Country Life, two publications with long-standing readership among British and European buyers of luxury property. Members also have access to The Mayfair Collection, the network's biannual print magazine, along with public relations and editorial opportunities in the UK, social media promotion and preferred rates for UK print advertising.
Placement in these channels depends on the property and on Mayfair's own criteria, so the marketing plan for any individual listing is something we work out with each seller.
Who's Who in Luxury Real Estate and the Board of Regents
Waterfront Properties is also a member of Who's Who in Luxury Real Estate (LRE) and its Board of Regents. LRE, which has operated since 1986, describes its network as more than 130,000 real estate professionals with properties in more than 42 countries. To be eligible, firms must list and sell in the top 10 percent of their market. Member listings appear on LuxuryRealEstate.com, which LRE says presents more multimillion-dollar properties than any comparable portal.
The Board of Regents uses a territory model similar to Mayfair's. Each Regent represents a defined territory, and Regent listings receive prime placement on LuxuryRealEstate.com as well as inclusion on Regents.com, a site limited to Board of Regents listings. For a buyer browsing luxury real estate in Florida from abroad, our listings appear in a curated setting alongside top brokerages from markets around the world.
The MIAMI REALTORS Global Network
Closer to home, Waterfront Properties benefits from the international partnerships of the MIAMI Association of REALTORS, the largest local Realtor association in the United States. The association includes JTHS-MIAMI, its division serving the Jupiter, Tequesta and Hobe Sound area. As of 2026, MIAMI reports partnerships with 301 real estate associations in 77 countries. Those organizations make up MIAMI's Global Referral Network, which the association says connects South Florida member properties with more than two million real estate professionals worldwide.
This network operates through agent referrals. A broker in Canada, Germany or Brazil whose client wants a waterfront home in the Palm Beaches can connect with South Florida agents and their listings through an established partner association.
A Website Built for International Buyers
Waterfront-properties.com is designed for buyers searching from outside the United States. The site can be translated into 31 languages and converts listing prices into six international currencies, and it has drawn visitors from more than 190 countries. Canada, the United Kingdom, Germany, France and Switzerland are the leading sources of international traffic to the site, followed by Singapore, Colombia, Korea, Brazil, Spain, Italy, Sweden and Mexico.
What Layered Exposure Means for Sellers
Each of these channels reaches a different audience. Mayfair connects a listing to London and to UK and European readers of the Financial Times and Country Life. LRE and the Board of Regents place it among curated luxury inventory on a global portal. The MIAMI network links it to agents representing buyers in dozens of countries, and our own website serves buyers who find the property directly, in their own language and currency.
Owners of waterfront estates, club community homes and oceanfront residences in the Palm Beach real estate market and along the Treasure Coast are selling to a buyer pool that extends well beyond Florida. A home in North Palm Beach, Jupiter or Stuart may ultimately go to a buyer relocating from New York, a family from Toronto or an executive who first noticed it on a screen in London. Combining these channels gives a listing a broad international audience, and Mayfair's one-firm-per-market structure gives our clients a platform local competitors cannot provide.
Talk to Us About Marketing Your Home
Waterfront Properties has spent decades representing waterfront and club community homes across Palm Beach, Martin and St. Lucie counties. If you are considering selling and want to see how your property would be presented to buyers in London and around the world, contact Waterfront Properties here.
Frequently Asked Questions
Is Waterfront Properties a member of Mayfair International Realty?
Yes. Waterfront Properties and Club Communities is a Mayfair International Realty member firm and was listed among the network's U.S. members in a September 17, 2026 RISMedia feature.
What is Mayfair International Realty?
Mayfair International Realty is a London-based luxury real estate network. It began in 1995 as a UK-wide network of independent brokers, expanded into North America in 2005 and operates The Mayfair Office at 41-43 Maddox Street in London's Mayfair district.
Can more than one brokerage in a market join Mayfair International Realty?
No. Mayfair limits membership to one firm per designated market, so Waterfront Properties is the only brokerage in Northern Palm Beach County able to offer sellers representation through the Mayfair Office in London.
How does Mayfair membership help market a South Florida home?
Selected listings can be shown on displays at the Mayfair Office in London, featured on Mayfair's websites, syndicated to UK property audiences and uploaded to the Financial Times and Country Life websites. Members also have access to The Mayfair Collection magazine, UK public relations opportunities and preferred UK print advertising rates.
Does every listing appear in the Mayfair Office in London?
No. Placement in Mayfair's channels depends on the property and on Mayfair's criteria, so Waterfront Properties builds the marketing plan for each listing individually with the seller.
What is the Board of Regents in luxury real estate?
The Board of Regents is the leadership group of Who's Who in Luxury Real Estate, in which each Regent represents a defined territory. Regent listings receive prime placement on LuxuryRealEstate.com and appear on Regents.com, which shows only Board of Regents listings.
How many countries does the MIAMI REALTORS global network reach?
As of 2026, the MIAMI Association of REALTORS reports partnerships with 301 real estate associations in 77 countries. Its Global Referral Network connects South Florida member properties with more than two million real estate professionals worldwide.
Can international buyers view Waterfront Properties listings in their own language?
Yes. Waterfront-properties.com can be translated into 31 languages and converts listing prices into six international currencies.
Which countries send the most international visitors to waterfront-properties.com?
Canada, the United Kingdom, Germany, France and Switzerland are the top five sources of international traffic to waterfront-properties.com, followed by Singapore, Colombia, Korea, Brazil, Spain, Italy, Sweden and Mexico.
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