Florida Growth Momentum Needs More Swagger to Match Texas

Florida growth momentum depends on stronger state promotion as CRE leaders urge adopting Texas swagger to retain jobs and investments.

April 28, 2026

Valerija I.

Florida CRE leaders urge the state to more aggressively market its business-friendly environment.
Private-funded campaigns are filling the void left after the shutdown of Enterprise Florida.
Job and population growth remain strong in areas like West Palm Beach, but some metros now see declines.
Housing affordability and insurance costs could threaten Florida growth momentum long term.

Key Takeaways

State Promotion Lags Behind

CoStar reports that Florida commercial real estate executives, including Related Ross vice chairman Eric Silagy, say the state needs to better promote itself to attract jobs and residents. Silagy, speaking at a recent Urban Land Institute event in West Palm Beach, cited Texas as an example, emphasizing that Florida needs more ‘swagger’ to compete at the national level.

Following the 2023 dissolution of Enterprise Florida, state officials have left much of the economic development messaging to the private sector. The Council of 100, supported by $10M from business leaders, launched a campaign to fill this gap and draw companies to the state.

Private Sector Steps Up

Without a coordinated statewide approach, companies and local leaders are taking the lead. Related Ross has committed billions to West Palm Beach development, and Mayor Keith James is pushing for inclusive growth. West Palm Beach has enjoyed an 8.9% population increase since 2020, as firms like ServiceNow, Goldman Sachs, and Wells Fargo expand their presence.

Challenges for Florida Growth Momentum

Despite past rapid expansion, recent Census data show slowing growth—with Miami-Dade seeing one of the nation’s largest numeric population declines. Affordability and insurance costs are a concern for future Florida growth momentum, even as markets like Palm Beach report record price appreciation and continued buyer demand. At the same time, retail corridors across South Florida are seeing higher vacancy levels as leasing activity slows, signaling a lag between population shifts and tenant demand.

What’s Next

CRE experts believe Florida growth momentum will rely on a renewed, unified state-level push to broadcast the region’s benefits. Otherwise, regions like Texas—with proven incentive programs—may keep attracting companies and talent.