Sotogrande’s 2025 Agent Sentiment Survey: Leads Up, Business Harder

On December 11, 2025, Sotogrande SA held an event for more than 100 agents to present the results of their first agent sentiment survey hosted by Director of Marketing Rita Jordao and Sales Director Agustin La Rocca from Sotogrande as well as LPA President Alvaro Botella and I. Participants of the survey included a mix of Sotogrande and Costa del Sol agents, which may slightly skew the results as these markets differ.

The survey showed that 46% of agents reported more leads in 2025 than in 2024. This figure is surprising because property portals and lead generation companies have generally reported a decrease in lead volume this year. Roughly 32% of agents saw leads remain the same, while 22% saw fewer.

Despite the lead data, 50% of agents stated that doing business in 2025 was harder than in 2024. Only 13% found it easier, and 38% reported no change. Looking ahead to 2026, 37% of agents expect business to become more difficult. 40% expect it to stay the same, and 23% anticipate it will be easier.

American buyers are a significant presence in the market. Approximately 80% of agents are selling to Americans, while 18% report no sales to this group. Agents identified the USA as the top emerging buyer group for 2026 with 29% of the vote. Poland followed at 14%, with Eastern Europe and the UK combined at 6%.

Agents identified several challenges for 2026. One third cited lead generation as a primary hurdle, another third named listings, and 19% pointed to AI. The high percentage for AI suggests that many agencies view implementing and keeping up with new technology as a challenge.

When asked about the main challenges for the real estate sector as a whole, agents ranked them as follows:

1. Too many agencies, lack of professionalism, and lack of regulation.

2. High property prices.

3. Political instability.

4. Lack of listings.

Finally, 76% of agents who work with Sotogrande confirmed they have made sales in the area during 2025. The most valuable aspect of this survey will be comparing these results to next year’s data to identify shifting market trends.

Full Survey Results

1. Top 5 buyer nationalities in 2025?

• • TOP 1: UK (20%), Poland (14%), Spain (13%), Netherlands (10%), Germany (8%)

  • TOP 2: Netherlands (14%), UK (12%), Spain (10%), Belgium (10%), Poland (9%)

  • TOP 3: UK (11%), Belgium (9%)

  • TOP 4: UK (10%), Poland (8%), Netherlands (6%), Belgium (6%), USA (5%)

  • TOP 5: USA (10%), Germany (9%), Spain (7%), Belgium (5%), Poland (4%)

2. Amount leads compared to 2024

• • 46% More

  • 22% Fewer

  • 32% The same

3. Business in 2025 compared to 2024

• • 50% Harder

  • 38% About the same

  • 13% Easier

4. Business expectations for 2026 against 2025

• • 40% About the same

  • 37% Harder

  • 23% Easier

5. Are Americans buying?

• • 65% Buying few

  • 18% Not buying at all

  • 15% Buying lot

6. What % of your sales are first residence

• • 42% (0-20%)

  • 27% (21-50%)

  • 28% (51-80%)

  • 3% (81-100%)

7. What % of your sales are off plan

• • 42% (0-20%)

  • 28% (51-80%)

8. Which nationality do you expect to emerge as a key buyer group in 2026?

• • 29% USA

  • 14% Poland

  • 6% Eastern Europe / UK

  • 5% Netherlands

  • 4% Germany

  • 3% Canada

  • 3% Russia

9. Have you sold in Sotogrande?

• • 76% Yes

  • 24% No

10. Biggest challenge for 2026

• • 36% Leads

  • 33% Listings

  • 19% AI

  • 13% Others

11. Main Challenge on Sector

1. 1. Too many agencies. Lack of proffesionalism, and regulation

   2. Prices too high

   3. Political inestability

   4. Lack of listings

12. Sotogrande as a partner: 8.8/10

13. What do you think about Sotogrande: 9.2/10

14. Product improvement

1. 1. Smaller houses with smaller plots

   2. Lower prices