From many years managing Google Ads campaigns for agents here on the Costa del Sol, I’ve learned one thing: it’s a numbers game. OK, come to think of it I’ve learned another thing: lead gen is not for everyone. But this article is about the first lesson. Agents who get that it’s a numbers game are generally successful with it; agents who don’t, tend to […]
A couple of years ago, I was hired by a large, successful Spanish developer to generate leads and help convert them to sales. This is a true story. Their Marbella sales team had been handed 1000 leads over the course of a year and generated 0 sales from them. Zero. Marketing blamed sales, sales blamed marketing. Management wanted to know how to fix it. Those […]
Modern content strategies are simple in theory, but difficult to do in practice for most estate agencies. At least here in Marbella, Spain. Key ingredient 1: Produce content your buyers (or collaborators) want, and Key ingredient 2: ensure they see/consume it. If you don’t have anything to say of value. Say nothing. Otherwise, it’s just noise. So if it’s this easy, why does it […]
New, stricter regulations are coming your way, says Víctor Moreno. He says the average level of technification (technology applied to the home) here is just 5% of what it could be. In Marbella things are better than inland Andalucia, where he says there are developments reaching 50%. Developers in Spain need to start thinking about technology in the home from the perspective of the buyers, […]