What international buyers want in Spain – insights from Q2

Analysing data is not the most exciting part of a business owner’s job. But it is a great way to get ahead of the competition when it comes to making sales. By understanding who is buying and what they’re looking for, you can ensure your portfolio stands out from the crowd.

We know that as a property agent you’re really busy and don’t necessarily want to trawl through lists of numbers that might not mean much in their raw form. That’s why we’ve drawn out the most interesting facts from our Q2 International Buyer Trends report, to help you generate more property leads.

The big trends

The second quarter of 2017 proved to be a positive one in regards to international buyers searching for property in Spain. Kyero attracted over 1.5m unique visitors during the three month period, up 36.5% on last year, with an incredible 38.2m property page views. All of this traffic resulted in 181,287 leads for our agents, which was 14.5% more than last year.

What does this mean for Spanish property agents?

It’s all good news – despite the political upheavals of recent months, international buyers are still interested in buying properties abroad. In fact, the current climate may be making them more inclined to make a big change in their lives. Use this opportunity to sell your area as a place to make a fresh, new start in a beautiful climate.

Who’s buying in Spain?

Looking at the buyer demographics, we can see that the group buying the most international properties is aged 45 to 54, making up 23.3% of enquiries, with people aged 55 to 64 coming in just behind at 22.58%. The 35 to 44 age bracket is the next biggest group at 19.58%.

As for nationality, British buyers are still leading the way with 386,166 visitors in the quarter. But it’s worth noting that this number is only 10.5% above the second quarter of 2016. On the other hand, there were 6,001 visitors from Portugal but this number was 130.6% greater than the previous year – a significant increase. Germany (111,603 visitors, up 65%), Belgium (78,121 visitors, up 62.9%), and Sweden (62,418 visitors, up 61.5%) all remain strong players, while Poland (8,419 visitors, up 78%) is another promising and growing market.

What does this mean for Spanish property agents?

With almost half of all international purchases of Spanish properties being made by people aged 45 to 64, it is important that you focus your marketing efforts on this group. Your buyers are unlikely to have very small children, and in fact are more likely to have a grown up family. So they may be looking for smaller one or two bedroom properties – though possibly with extra room for visiting family to stay in – and are likely to be more interested in nearby golf clubs and restaurants than good schools.

As for the nationality data, this could inform everything from the types of properties you put on the market to the language skills you develop within your team. Understanding the particular cultures that underpin your buyers’ decision making will help you market to them in a way that will see greater business success.

What international buyers are looking for in Spain

Properties in the €50,000-€100,000 bracket were the most popular in quarter two, with almost a quarter of enquiries. Interestingly, €150,000-€250,000 properties were next at 21.74%, while those priced at €100,000-€150,000 came in at 19.04%. Apartments were by far the most searched, with 43.47% of visitors looking at these, followed by villas at 29.67%.

In terms of area, Playa Del Ingles in Gran Canaria ranked at number 1, followed by Torrevieja (Alicante) and Puerto Rico (Gran Canaria) at 2 and 3. However, when it comes to price, Ibiza and Sant Josep de sa Talaia were bringing in an average of €915,000 and €1,300,000 respectively even though they were slightly lower down the popularity list at number 13 and 18.

What does this mean for me, as an agent?

Knowing what people are buying means you know what to ‘stock’. Your efforts to attract vendors should be aimed at those whose properties most closely match the requirements list of your target buyer market. If you can fill your listings with apartments costing €50,000-€100,000 and based in Playa Del Ingles, Torrevieja or Puerto Rico, you can be fairly certain you’re going to generate a lot of enquiries.

We’ll be bringing you regular insights on the international property market, so keep coming back for more key trends that will help you make better decisions for your business.

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