How different buyers think on the Costa del Sol – and why it matters to sellers
Author: Kaira Kivi, Partner and Real Estate Sales Advisor
I help you find the right buyer for your home or business property here on the Costa del Sol.
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When you decide to sell your home, the first question you usually ask is: “At what price can I sell?” But an equally important question is: “Who am I selling to?”
If you know who your most likely buyer is, you can target your marketing and reach a good deal much faster. If, on the other hand, you try to appeal to everyone at once, the message becomes unclear and your property sale can stall on the market.
Our job is to help you define the right target group and shape a marketing message that speaks directly and convincingly to that buyer.
How do different buyers think on the Costa del Sol?
If you plan to sell your property on the Costa del Sol, your biggest advantage is understanding how different buyers think. The same home can be a dream holiday property for a Brit, an investment for a Scandinavian, a daily residence for a Spaniard, and a status symbol for a buyer from outside Europe. When you know these expectations, you can position your property so it reaches the right buyer faster and sells at a better price.
Why buyer psychology matters to sellers
As a seller, you often see your home emotionally – it’s where children grew up, memories were created, and where you invested time, energy, and money. Buyers, however, see it differently: they look at their own needs, fears, and future plans. If you can anticipate these perspectives, you can adjust your marketing and pricing so that your home becomes more valuable in their eyes.
Spaniards – the pragmatic buyers
Spanish buyers know the market well and understand what is realistic. For them, a home is a daily necessity, not a dream.
What matters to Spanish buyers:
- Proximity to workplaces, schools, kindergartens, and transport.
- Running costs: IBI, garbage fee, community fees, electricity, water.
- Realistic pricing and room for negotiation.
- Documentation in order, but not too many details. Often they don’t hire a lawyer, handling things themselves.
How we help:
- prepare a detailed overview of household running costs
- highlight practical aspects: parking, transport links, schools, hospitals
- avoid setting the price too high at the start, which drives local buyers away immediately
Example marketing message: instead of only highlighting views or a pool, emphasize “low running costs and excellent connections to the city centre.”
British buyers – emotional dreamers who want security
British buyers often come to the Costa del Sol to fulfil a dream. For them, a home is a lifestyle choice. At the same time, they fear unclear processes and hidden risks.
What matters to British buyers:
- Sun, terrace, views, pool.
- A safe buying process – all documents checked by a lawyer.
- The possibility to rent out the home part of the year.
- Information and service in English.
How we help:
- create a full “buyer pack” in English: costs and documents in one file
- market the lifestyle – photos, videos, virtual tours, with focus on the beach and golf courses
- clearly show rental options and community rules
Example marketing message: headline “Sea-view apartment with rental license and full documentation ready”. This combines both the dream and the sense of security.
Scandinavian buyers – rational and quality-focused
Swedes, Norwegians, Finns, Danes – and also many Estonians – are knowledgeable and demanding buyers. They look for quality and long-term value, not quick emotions.
What matters to Scandinavian buyers:
- High building quality and modern design.
- Energy efficiency and low running costs.
- A well-managed and transparent community with clear rules.
- Proof of renovations and guarantees.
How we help:
- highlight energy ratings and average monthly costs
- include the community’s maintenance plan and restrictions in the documentation
- use bright, minimalist photo style that matches Scandinavian taste
- prepare answers to detailed technical questions, e.g. ventilation, acoustics, insulation
Example marketing message: add lines like “community fees €180/month, electricity average €90/month, new windows installed 2023”. This builds trust.
Buyers from outside Europe – prestige and investment
Buyers from the Middle East, Asia, or the Americas often see Costa del Sol property as a status symbol and investment.
What matters to these buyers:
- Prestigious location (Marbella, Puerto Banús, Golden Mile).
- Large size, many bedrooms, spaciousness, privacy.
- Security and gated complexes.
- Representativeness – the home must signal success.
How we help:
- market the property as a luxury home, with professional photography and drone shots
- emphasize security: 24h surveillance, private entrances, concierge services
- highlight exclusivity and prestige, and add rental yield as an extra benefit if relevant
Example marketing message: headline “Exclusive villa with panoramic views and private security.”
How we define the right target group
Identifying your buyer is not guesswork – it’s a clear process.
- We analyse the area. Who has been buying in your location over the past year?
- We compare similar sales. Who bought them, and at what price?
- We map your property’s uniqueness. Is it location, terrace, efficiency, or prestige?
- We select the most likely target group. That determines the marketing message.
Combining different buyer groups
Most properties can appeal to more than one group. For example, an apartment in Estepona may attract a Brit (lifestyle and rental) and a Scandinavian (low running costs and quality construction).
As a seller, you don’t have to think about all this yourself – we build the marketing in three layers:
- Emotion – professional photos, videos, and virtual tours create the first wow effect.
- Practical info – we show clear numbers: running costs, location benefits, community details. This proves the home works for daily life.
- Trust-building evidence – we prepare documents, certificates, and maintenance history that confirm everything is in order and the sale is safe.
This way, your property speaks to every type of buyer:
- Spaniards look for practicality and low costs.
- Brits want dreams and security.
- Scandinavians value quality and efficiency.
- Non-European buyers expect prestige and privacy.
Our job is to align these layers so your home quickly finds the right buyer on the market.
Conclusion
Well-targeted marketing and prepared documentation mean your home will find a buyer faster and you will have a stronger position in price negotiations.
Selling doesn’t start with the price or photos – it starts with the question: “Who is my home best suited for?” When you know whether it’s a local family, a Brit, a Scandinavian, or a prestige-focused international buyer, you can create marketing that works.
We help you do exactly that – from defining your target group to creating the right marketing message. That way, your home won’t be just another listing in a portal, but a precisely targeted offer that finds the right buyer faster and at a better price.
