Austin, 2025 and 2026
Private Mastermind with Gary Keller
Selected two years running for a closed coaching event with the founder of Keller Williams, limited to twenty agents worldwide.
About
Alfonso Lacruz
Naval architect trained at MIT. Estate agent in Marbella and Benahavis. Twenty five years of reading numbers before selling anything.
25+Years of track record
220+Five star Google reviews
MREAMillionaire Real Estate Agent Award 2022
Top 20Worldwide, Gary Keller Mastermind 2025 and 2026
Who is Alfonso Lacruz?
I did not come from real estate. I came from engineering, and that is still how I look at a property: measure first, decide later.
I graduated as a Naval Architect and Marine Engineer from the Polytechnic School of Madrid in 1992 and completed two further master degrees at the Massachusetts Institute of Technology. I spent my first professional years in offshore construction, where I was appointed Engineering Manager of the Offshore Division of Dragados and led the construction engineering of the Snorre B platform and the Oresund Bridge between Denmark and Sweden.
I returned to Marbella in the early 2000s to run the family business, a real estate group focused on land development in Benahavis. In late 2014 I joined Keller Williams, and since then I have worked this market as an analyst first and an agent second: I read Land Registry data, I publish a monthly market analysis, and I only give an opinion on a property once the numbers support it.
Track record
A career built in three stages
Engineering, development and real estate. Three different jobs, the same method.
1992 to 2000 · Engineering
From MIT to the Oresund Bridge
Two master degrees at MIT in Naval Architecture and Material Science. Within two years at Dragados I was appointed Engineering Manager of the Offshore Division.
I ran the construction engineering of the Snorre B platform, a 23,000 tonne semi submersible, and of the Oresund Bridge between Denmark and Sweden.
2000 to 2014 · Development
Back to Marbella, land and construction
I returned to my hometown to run the family business, a real estate group focused on land development in Benahavis.
Buying land, obtaining permits, building and selling taught me the part of the market most agents never see: what a property actually costs to produce, and why that number and the asking price are not the same thing.
2014 to today · Real estate
Keller Williams, and a team built on models
I joined Keller Williams in late 2014 and served both as an agent in KW Marbella and as Regional Director of Growth for KW Spain, leading my team to the top ranking in the country for four consecutive years.
Today Alfonso Lacruz Team | KW works Marbella, Benahavis, Estepona and Mijas, and 81 per cent of our business comes from referrals.
In person
Alfonso Lacruz on video
A short introduction produced by Keller Williams.
Recognition
Awards and recognition
Six milestones that summarise the rest.
Marbella, 2022
Millionaire Real Estate Agent Award
The highest recognition given to an individual agent within Keller Williams, presented in March 2023.
Marbella, 2016 and 2017
Best Agent, Keller Williams Spain
Named best associate agent of KW Spain in two consecutive years, during a run of four years as the number one team in the country.
London, 2024
Guest of honour, Proptech Connect
Invited as a panelist at the European conference on technology applied to real estate, outside the Keller Williams circuit.
Madrid, 2016
Inmonext, the Idealista forum at SIMA
Invited alongside other industry leaders to speak at the Idealista forum during Spain's International Real Estate Exhibition.
Spain, 2026
Keynote at Family Reunion Espana
Invited to present the conclusions of Donald Miller's session at Family Reunion Atlanta 2026 to the Spanish network.
Since 2010
Conferences, panels and training
More than fifteen consecutive years being invited to explain how this business works.
Vienna 2010
European Real Estate Convention
Key speaker on agent positioning and farming.
Madrid 2013
Inmocionate Convention
Panelist on working with international clients.
Madrid 2013
CRS Designation
Certified Residential Specialist.
Almeria 2014
The Secrets of Success
Course on the basic business models.
Austin 2015
MegaCamp, KW Convention
Panelist on touch marketing.
Almeria 2015
Agrupacasa MLS Meeting
Systems and models for agents.
Madrid 2015
Renovacion Inmobiliaria
How models drive productivity.
Gava 2016
QRE Spanish Top Producers
First national meeting of top producers.
Madrid 2016
Renovacion Inmobiliaria Congress
Running a real estate business as a business.
Seville 2016
MLS Seville Anniversary
Client retention and referral business.
Marbella 2017
Keller Williams Spain Award
Best agent of KW Spain for 2017.
Madrid 2017
QRE Master Class
Database relationships for top brokers.
Marbella 2018
Mastermind, Top KW Agents
Event for top producing agents and teams.
Marbella 2018
Advanced Training Programme
Leadership, hiring and top performance.
Marbella 2019
Family Reunion Espana
Top three agents of KW Spain, first by sold volume.
Marbella 2019
Mastermind, Top KW Agents
Second edition.
Marbella 2019
Marbella Market Presentation
Market analysis at Hotel Puente Romano.
Marbella 2022
Double Gold Agent Award
KW Espana annual national congress.
Madrid 2023
MegaCamp National Congress
Guest speaker on lead generation.
Granada 2023
FAI Conecta Congress
Interviewed as winner of the Millionaire Agent award.
Malaga 2024
SIMED Home Staging Congress
Measurable benefits of home staging.
Austin 2026
Gary Keller Mastermind
Second consecutive year in the closed group of twenty agents worldwide.
Community
Beyond the transaction
Blood donation day, Benahavis 2019
Organised by the team for the local community, together with the regional blood bank.
A Tree for a Sale
One tree planted for every property we sell, in Marbella and Benahavis.
Thinking of selling in Marbella or Benahavis?
Start with the numbers. Get an online estimate in two minutes, or book a private consultation to review your property in detail.