Selling in Marbella and Benahavís
We publish monthly Costa del Sol market analysis using Registro de la Propiedad data. We apply the same method to your property before we suggest a single figure.
Free. No obligation. No visit required to start.
Sold within the timeline we agree and within 5% of market value, or we reduce our fee.*
Alfonso Lacruz Team | KW Marbella · 25 years in Marbella and Benahavís · Top 20 worldwide, Keller Williams · MREA Award 2022
Section 01
Five minutes of reading. No sales language.
Every seller in Marbella has heard three different figures from three different agents. Usually the highest one comes from the agent who most wants the listing.
The pattern that follows is consistent, and it works against you twice.
An overpriced property does not sell slowly. It stops being looked at. Buyers search by budget, so a home priced above its band is not competing badly. It is not competing at all. The buyers who could afford it never see it, and the buyers who see it cannot afford it.
The first three weeks are the only weeks with a real audience. Every registered buyer with a matching brief sees the listing once, on the day it appears. That attention is spent whether the price was right or not. After it, the property becomes the object that makes everything else look reasonable: the one buyers use to justify the house they end up buying.
What is left is a listing that has lost its moment. Interest declines, days accumulate, and the reductions begin. By the time the figure reaches the market level, the property is no longer new. Buyers who see a home listed for eight months do not ask what it is worth. They ask what is wrong with it.
The result is the opposite of what was intended: more time on the market, and a final price below what a correctly priced listing would have achieved from the start.
Our listings sell at an average of 3% below asking price, in 89 days.
The starting figure is not optimistic. It is calculated.
The pattern
Overprice, and you lose on both fronts
Days on market Final price achieved
Illustrative. The full guide explains the pattern with sourced Registro de la Propiedad data.
Before you set your price
A short, data-led guide on how an asking price above the market lengthens your time on the market and lowers the final price you achieve. See the pattern before you decide your number.
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Benahavís · Marbella · Estepona
Recent results
Percentages and days are taken from the signed deeds. Prices on request, at the owners' preference.
Villa Cornelia · Montemayor, Benahavís
Alfonso Lacruz Team did a very good job and sold my house within 3 months. Professional attitude and good follow up. All in all, very satisfied.
Nanning V. · Montemayor
Villa Teranga · Benahavís
An exceptional experience working with Alfonso Lacruz and his team at Keller Williams Marbella. I was impressed by their professionalism, their dedication and their deep knowledge of the property market.
Maria R. · Benahavís
Finca Pajaritos · Benahavís
You really need an excellent team around you to sell successfully. I entrusted Alfonso with this sale and I was not disappointed. His knowledge of the market is amazing.
Marlene B. · Benahavís
Finca Pajaritos was expected to take longer, and we said so before it went to market. Rural properties with land have a smaller buyer pool and a longer absorption cycle. The 119 days were forecast in the analysis, not explained afterwards, and the property still closed at 98% of asking.
Eight out of ten of our clients came to us through someone who had worked with us before.
★★★★★ 5.0 from 228 reviews
Section 02
Steps one and two are ours to do. They cost you nothing, and you keep what comes out of them whether or not you continue with us.
No proposal, no valuation. We listen first.
A conversation about your timeline, your reasons and your conditions. We bring nothing and we ask for nothing.
Real closed sales, not asking prices.
We cross closed sales from the Registro de la Propiedad with the live competition and the absorption rate of your zone. Our work, done before we speak to you again.
Your price, the plan to get there, and what we commit to.
A second meeting. The comparative analysis, the recommended range, the marketing plan and our terms in writing. You decide here. Not before.
Documentation, staging, market entry.
Registry check, licence check, energy certificate, styling, architectural photography and floor plans. Nothing goes live half ready.
201 actions, 2,100+ agents.
Photography, 3D tour and video, then registered buyers first, collaborating agencies second, portals third. Sequenced, not simultaneous.
Weekly, without exception.
Views, enquiries, viewings, feedback and what we changed because of it. By call or in writing, whichever you prefer.
Negotiation, notary, taxes, keys.
Offer analysis, buyer funding verification, private purchase contract, the 3% non-resident retention where it applies, and completion.
Your weekly call
Not a call centre and not a different name each week. Named in your mandate and reachable by phone.
Susana HerreroListing Manager
Section 03
Three agents, three figures. That is not a difference of opinion. It is a difference of method, or the absence of one.
Input 01
What buyers actually paid for homes like yours, taken from Registro de la Propiedad records. Not what anyone hoped to get, and not what a portal says a similar house is listed at. This is the only figure in the whole exercise that is evidence rather than intention.
Input 02
The homes you will be competing against on the day you launch. Your price is not set against the market in the abstract. It is set against the six or seven properties a buyer will see in the same afternoon as yours, and it has to win that comparison.
Input 03
Similar homes that are on the market and not selling. They are as informative as the ones that sold, because together they map the range in which a property does not move. We show you where that line sits so that you do not cross it. Almost nobody puts this on the table.
Input 04
Three of them, and they pull in different directions. How many transactions your zone is closing, and whether that is rising or falling. Where average prices are moving. And how much inventory is standing against that demand, because a zone with more homes for sale than it can absorb prices differently from one that is running short.
The result is a range, not a single number.
Where you position yourself within that range is your decision, and it has consequences we explain before you make it.
Section 04
Selling is usually discussed as if it were one job. It is three, and they belong to different people. When a sale stalls, it is almost always because one of the three was left unattended.
The owner
The state of the house is yours to control. Neutral, uncluttered, everything working, nothing pending. Buyers form a view in the first ninety seconds, and every viewing may be the last one you get. We advise on it and we pay for the staging pieces, but the decision to prepare the house is yours.
The buyer
The price is not set by you and it is not set by us. It is set by whoever writes the offer. What you paid, what the renovation cost, what your neighbour got three years ago and what the house means to you are not inputs a buyer uses. Our job is to tell you what they will use, before you choose your number.
The agent · Ours
Putting your home in front of every buyer who could want it, locally, nationally and internationally, is entirely our responsibility. There is no shared blame here. If the right buyer never saw it, that is on us.
The Signature Program is what we built so that it does not happen: 201 documented actions, distribution to 2,100+ collaborating agents, and both commitments in writing.
Ask any agent to explain, in writing, how they will handle the third one.
It is the only factor they can be held to, and the only one worth choosing an agent for.
The Signature Program · Limited to 25 homes
Section 05
A private listing programme for Marbella and Benahavís, limited to 25 homes at a time. Three layers that compound into one promise: a tighter book of listings, dedicated handling, and guarantees in writing.
Priced on real closed sales
Sold within the agreed term
One dedicated manager
Layer 1 · Four pillars
Pillar 01
Never more than 25 homes at a time, against the 400 to 950 a large office on this coast carries. Restraint protects your sale.
More money · Less hasslePillar 02
Your home gets its own manager, with weekly reporting, analysis and a clear price strategy. You always know what is happening.
Less hasslePillar 03
Plus distribution to a network of 2,100+ collaborating Costa del Sol agents. More exposure, more qualified viewings.
More money · Less timePillar 04
Your asking price is built on real closed sales and a full comparative analysis, not on what the neighbour is asking.
More moneyWeekly reporting, your home online within two weeks, and every action delivered. If we fail and do not fix it, you may cancel without penalty.
Your home sold within the timeline we agree and within 5% of market value, or we reduce our professional fees by 0.5 points.
Three tiers, matched to your property
Prime residential. Standard timeline.
High-end segment. Longer absorption.
Ultra-prime. Up to 12 months.
* Both guarantees and the included services are subject to the program conditions, which form part of the listing agreement and are given to you in writing before you sign anything.
A track record you can verify
Selected by Gary Keller from more than 10,000 Keller Williams agents.
Team, Keller Williams Spain, 2015 to 2018.
Five-star Google reviews, 5.0 average.
Years in Marbella and Benahavís.
Millionaire Real Estate Agent, KW's highest award, 2022.
KW Luxury special designation.
Meet Alfonso · Marbella · Benahavís
An MIT-trained Naval Architect and Marine Engineer, Alfonso led engineering on major international infrastructure projects before bringing that same systematic, data-driven method to Costa del Sol real estate. With more than 25 years in Marbella and Benahavís, and Keller Williams' highest honours, he treats every listing as an engineering problem: measured, evidenced, and managed to a clear result.
He publishes a monthly analysis of the Marbella, Benahavís, Mijas and Estepona markets using Registro de la Propiedad data. He is not the agent who will tell you the number you want to hear. He is the one who will show you where the number comes from.
Alfonso Lacruz · Alfonso Lacruz Team | KW Marbella
Section 06
If yours is not here, ask it in the conversation. It costs nothing.
Our average across all listings is 89 days from launch to agreed sale. It varies by property type and zone: apartments in established urbanisations move faster than rural properties with land, which have a smaller buyer pool. We give you an expected range in The Proposal, before you commit to anything.
The main costs are the agency fees, the plusvalía municipal, the energy performance certificate, and capital gains tax on any profit. Non-resident sellers also face a 3% retention on the sale price, withheld by the buyer and paid directly to the tax authority. The full breakdown, with current rates, is in our costs and taxes guide.
Three things: the 3% retention withheld at completion, a different capital gains treatment, and the need for a Spanish NIE number. None of them are obstacles, but they change the timeline and the net figure you receive. We factor them into the analysis from the start.
The Signature Program is an exclusive listing agreement. That is what makes the guarantees possible: we cannot commit to a result on a property that five other agencies are pricing differently on the same portals. The terms, including duration, are given to you in writing before you sign.
From four inputs: closed sales recorded at the Registro de la Propiedad, the active comparables you will compete against, the overpriced comparables that map where a property does not move, and the market numbers for your zone. The result is a range. Where you position yourself within it is your decision.
It depends on the terms of that agreement. If it is exclusive, you will need to wait for it to expire or agree an early release. If it is not, we can talk now. Either way, the first conversation costs nothing and commits you to nothing.
Under the Signature Program result guarantee, if the property does not sell within the agreed timeline and within 5% of the market value established in the analysis, we reduce our professional fees by 0.5 points. The conditions are part of the listing agreement.
We work across the full range. We have sold properties from apartments to villas above eight million euros, and we do not define ourselves by a price band.
81% of our business comes from referrals, which means we go where our clients send us: Benahavís, Nueva Andalucía, La Quinta, Marbella Centre, the Golden Mile, Elviria, Estepona and the New Golden Mile. If someone who has worked with us recommends us to a neighbour, we go.
The method does not change with the price. The analysis behind a 400,000 euro apartment and an 8 million euro villa uses the same inputs. Only the comparables are different.
Yes. The online valuation gives you a starting figure in about a minute, with no visit and no call. Most sellers start there.
That is the most useful moment to have the conversation. Knowing what your property is worth and how long your zone takes to absorb a sale is information you need before you decide, not after.
Section 07
Our professional fees depend on the property, the timeline and the level of the program. We give you the exact figure in The Proposal, in writing, alongside the price analysis and the marketing plan, before you sign anything.
What they cover: the full 201 marketing actions, professional photography, 3D tour and video, distribution to 2,100+ collaborating agents, a dedicated listing manager, weekly reporting, both guarantees, and the Signature Program services. None of it is billed to you separately.
What you pay before completion: nothing. Our fees are due only when the sale completes.
Our fees sit at the upper end of what agents charge on this coast. If a lower fee matters to you more than the range we calculate and the result we commit to, another agency will be the better fit, and we will say so at the second meeting rather than three months into a mandate.
A commission is what you pay for someone to be present. A professional fee is what you pay for the arithmetic to be right.
Section 08
Door one
A starting figure for your property in about a minute, with the method behind it. No visit and no call required. Most sellers start here.
Start the valuationDoor two
A conversation at your property or by phone, on your timeline and your reasons. Two questions now, your details after. We bring no proposal.
Eight out of ten of our clients arrived this way. Send them this page, or send us their first name only. We will not contact anyone who has not asked us to.
Two questions now, your details after. No proposal and no valuation at this stage.
Please select a zone and a timeline.
We will contact you to arrange the conversation, at the time that suits you.
Please complete your name, a valid email and accept the privacy policy.
We have received your request. Alfonso's team will contact you to arrange a private consultation.
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