The son of an American born in São Paulo, Tony Marx, 48, started going to ski resorts in Colorado (USA) as a child, in 1982. Since then, mountain sports have become his passion. Three years ago, what was a hobby became a business. Or rather, two: a travel agency specializing in skiing and a real estate agent. Both with a focus on Brazilians, whether tourists, investors or both. The change came when he and his wife, Karina, 46, decided to leave Miami for Snowmass, a city next to Aspen. Veterinarian, Karina, was already working with real estate in Florida. “She told me I needed to work with what I like. And what I like is skiing,” Marx said. Having chosen the new residence, he began to publicize his lifestyle through social networks. “It’s a way of making people want to come here,” he said.
As a specialized travel agent in the region, he offers everything a skier needs, from renting a house to hiring a chef, including transportation. Karina, in turn, took her experience as a realtor to the mountains. Today, working in partnership with the German real estate company Engel & Völkers, she is the only Brazilian company licensed to sell properties in the Aspen and Snowmass region. Last year alone, the couple brokered US$ 40 million in transactions — and 90% of the sales were made with Brazilian customers. “What used to be a leisure destination has become an investment option,” said Marx, who has clients like Anitta and Luciana Gimenez. “When the client comes to me, he explains if he wants to travel or invest.”
The couple’s real estate success comes at a time of high demand for properties in the US Rocky Mountains. “For 30 years, real estate prices around here have gone up in an absurd way, but since the pandemic, the advance has been gigantic, with an increase from 70% to even 100%”, said Marx. One of the reasons for this is the lack of land available for construction. “In Aspen and Snowmass you can’t build anything else. There are only three lands that belong to the Aspen Skiing Company,” he said, referring to the company that operates the region’s ski resorts and resorts. Therefore, the rare projects that are launched even have a waiting list.
This is the case of Aura, a condominium with only 21 luxury apartments, with four to five suites, whose prices have not yet been announced, but for which there are 12 Brazilians in the queue. The estimate is that each unit starts at US$ 8 million. In another development, Electric Pass Lodge, the duo sold 15% of the 53 units. “Here is different from any other market. The values are very high, but those who buy can finance at rates of 3% to 4.5% per year and have the option of earning income with short-term rentals”, said Marx. For this, there are two ways: put it in the rental pool of the venture (which charges between 40% and 50% commission) or leave it with a broker. The pair set their rate at 20%, which increases investor profitability.
ALMOST FAMILY For Karina, the good results are due to a purpose, which is to help other people fulfill their dreams. “My clients become good friends, almost family,” she said. “We know how to identify investment opportunities at the right price, whatever your strategy: enjoy the property or profit from the long-term appreciation,” said Karina. She recently won an Electric Pass Lodge developer award for outstanding sales. “We were also approached by Brazilian developers who want to enter the American market.”
Among the attractions for those looking for a property in the region are, in addition to the practice of mountain sports, safety and quality of life. In the videos he posts on social media, Marx shows scenes from his children’s school, which is free and offers two planes for students to learn to fly from the age of 14. “When I meet Brazilian clients, I tell them my life story here, my day-to-day. Snowmass has six police officers, I know each one by name and they know me. For those who live in large centers like São Paulo and Rio de Janeiro, the prospect of living like this is very attractive.” Almost unbelievable, you might say.
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