Answers for property owners
Why Set Your Price with a Comparative Market Analysis from a Professional Agent?
A good analysis saves anxiety, time and money. A bad price does the opposite.
SHORT ANSWER
A comparative market analysis compares your home with three groups: those that have sold recently, those that are for sale now and those that are for sale but not selling. This gives an estimate of the price at which it sells with the fewest problems, faster and, probably, for more money.
IN THIS ARTICLE
Price is the most important decision in the sale. Here is how it is made with data.
What it is and what it is compared with
Those that have sold
The strongest reference: they reflect the real price after negotiation.
Those that are for sale
They show who your home competes with today and what the buyer will see.
Those that are not selling
They show where the ceiling is: the price the market does not accept.
Why an overpriced home goes stale
An overpriced property stays on the market much longer and, like any expired product, will need an additional price cut to sell. The typical question from a buyer is how long it has been for sale, because that tells them how much negotiating power they have. And stale properties negotiate for a lower price. We cover this in overpricing a property.
What factors influence the price
- The location
- The price of comparable properties
- The condition of the home
- The size
- The property market: the general economy, interest rates, government policies and available supply
An accurate analysis requires knowing the areas, the properties in those areas and the market conditions, which is why it is done by a professional agent with that knowledge. For the detail of what a buyer looks at in a villa between €500,000 and €2,000,000, read what determines the value of a villa.
With a good asking price you negotiate from strength, not from urgency.
A home that has just come to market negotiates differently from one that has been there for a year.
Frequently asked questions
Is it the same as an appraisal?
No. An appraisal is a value for the bank. The comparative analysis estimates the price at which your home sells in the current market.
Can it be done without visiting the home?
A first estimate can be made from data, but to refine it you need to see the condition, the views and the exact location.
Why do the ones that are not selling matter?
Because they mark the price level that the market does not accept.
How often should the price be reviewed?
When market conditions change, or if there are no viewings or offers in the first few weeks.
About the author
Alfonso Lacruz
Naval engineer and market analyst. Over 25 years advising owners in Marbella and Benahavís. Publishes a monthly market analysis with Land Registry data.
Every case is different: before you sign or decide, confirm your situation with your own lawyer, notary or tax adviser.
Sources: Land Registry; experience of Alfonso Lacruz Team | KW. Last updated: 24 October 2026.
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