Turning Tourists Into Buyers
Build trust with international buyers long before they’re ready to move.
Don Zenner brings a piece of Florida with him wherever he travels.
At global trade shows, he hands out shark teeth that he finds on the beach in Venice. “We have little baggies and put our cards in there with a shark’s tooth,” says the broker at Zenner Realty in Nokomis. “People are amazed by something so simple. They love it. You tell them what kind of shark it is, and the conversation evolves from there.”
Zenner’s most meaningful connections with potential global buyers often begin in unexpected ways.
On a trip to São Paulo, Brazil, last year for the CIMI360 global convention, he struck up a conversation with a cab driver on the ride from the airport to his hotel.
When the driver asked why he was in town, Zenner explained that he was attending the convention to connect with Brazilian buyers interested in moving to Florida.
“He told us his wife had just finished dental school, and they were thinking about moving to Florida,” Zenner says. “We’re still in conversations with him. International business is everywhere if you just look for it.”
Every market in the state has its own distinct “calling card,” says Zenner, who serves as 2026 global chair for the Venice Area Board of Realtors®. “Orlando’s got the theme parks, Miami has the international lifestyle and Fort Myers, Venice and Sarasota have their beaches.”
The key, he says, is understanding what draws people to your area and leaning into that identity long before buying ever enters the conversation.
Here’s his strategy:
1. START LOCALLY.
On the homefront, Zenner frequents tourist hotspots like beaches, restaurants and attractions, as well as everyday places like grocery and retail stores. “Travelers love to talk to the locals,” he says. “A simple hello can be the key to new friendships and hidden opportunities.”
He even sees potential connections when running errands. “When I hear somebody speaking a language other than English, my ears perk up,” Zenner says. “You’d be surprised how many foreign visitors are in Costco.” His advice: “Be ready to engage. Don’t be shy or pushy. Say hello—maybe you have something in common—and often they know somebody who wants to move to Florida.”
2. TALK UP THE LIFESTYLE.
Zenner initially focuses on shared interests like family, food, golf, the beach or the arts—and keeps the focus on lifestyle rather than property. “At this stage in the relationship, it’s not necessary to talk about a home or an investment,” he says. “Many visitors are still thinking about coming here and want to know what it’s like.” He frames those conversations around everyday experiences, including where people spend their time, what they do on weekends and how life in Florida feels day to day. This helps buyers picture themselves living there.
3. EDUCATE AND NURTURE.
Education plays a key role in helping international buyers move from casual interest to seriously thinking about buying. “When they start asking questions, that’s when you need to be ready,” Zenner says. That means addressing taxes and ownership structures early, explaining FIRPTA (see “Foreign Investment in Real Estate Property Tax Act (FIRPTA)” on page 20) in clear terms and having trusted professionals in place, such as an international tax advisor, a CPA and lending professionals who can walk buyers through proof of funds, bank transfers and financing options. “If you take away the mystery, everything seems to flow,” he says. It’s also important to help buyers think through how they’ll use the property, whether seasonally or as an income-producing investment. “They want to know how everything works,” he adds.
4. PLAY THE LONG GAME.
“When a foreign prospect gives you their card or name, that’s when the real work starts,” Zenner says. “You may have only a few minutes face-to-face. After that, you must follow up and engage.” None of this happens overnight; it takes time to develop a relationship. Follow-up is about staying helpful, not promotional, and Zenner consistently shares live updates, seasonal insights and practical information buyers ask about, such as HOA rules and rental restrictions.
To stay connected, he meets buyers where they already communicate: on WhatsApp and video. He also uses QR Codes on printed materials and signage at events, making it easy for visitors to scan and connect with his website on the spot—and gain access to market updates and local insights as they take time to consider their next steps. “They’re making a major investment in a foreign country,” Zenner says. “They want to know as much about the area as they can before they spend that money.”
As Zenner continues to expand his global reach in markets such as Canada, England and Brazil, his strategy remains the same: Build trust first, then let the transaction follow. “It’s a big world, and there’s lots of opportunity,” he says. “Go global!”
6 Ways to Reach International Buyers
- Market where tourists already spend time. Advertise in visitor guides, airports, outlet malls and resort areas popular with international travelers.
- Follow tourism data. Use Visit Florida (visitflorida.org) trends to identify which countries are sending more visitors, and focus outreach accordingly.
- Partner with hospitality operators. Build relationships with hotels, resorts and vacation-rental companies to reach repeat visitors considering homeownership.
- Act while interest is high. Position buying as a logical next step while visitors are already imagining life in Florida.
- Create social content for international audiences. Showcase properties and lifestyle on platforms popular abroad, using multilingual captions or subtitles.
- Turn buyers into referral sources. Stay connected after closing and ask for introductions to friends and family back home.
Leslie C. Stone is a Vero Beach-based freelance writer.