Alicante, Elche, the Vega Baja and Murcia sit within ninety minutes of each other and share one airport, and yet they sell to four different buyers. Anyone who markets them with a single template is getting three of the four wrong.
of all home purchases in the province of Alicante were made by a foreign buyer in the third quarter of 2025.
is the Spanish average for the same quarter. Alicante is three times the national figure.
Every market figure on this site carries its source beside it, and this one is no exception. The scenarios with numbers on some pages are calculations, not results: they always separate the published figure from our own assumption. We do not publish client results that are not our own.
Source: Colegio de Registradores, 2025 yearbook, reported by Alicante Plaza.Product, buyer, language and season. Four variables, and none of them holds steady across the axis.
The only market on the axis where the resident buyer and the foreign buyer weigh roughly the same in the same development. Playa de San Juan, the Albufereta, San Vicente, El Campello. A city market, not a resort one, and brand competition from national developers.
The most resident market of the four: people from Elche moving within Elche, first time buyers, and commuters between Elche and Alicante. Bought in Spanish and by neighbourhood. The coastal strip of the municipality, Arenales del Sol and El Altet, behaves like the coast instead.
The most internationalised residential market in Spain and the most dependent on foreign resale networks. Orihuela and Orihuela Costa, Torrevieja, Guardamar, Pilar de la Horadada, Rojales and Ciudad Quesada. High volume, contained prices and a great deal of similar product at once.
A market in its own right, not an extension of Alicante. An inland capital selling to residents, and a coast, the Mar Menor and the Costa Cálida, selling second homes to national and foreign buyers. Weaker digital competition, which makes a good site stand out sooner.
We deliberately work the whole axis rather than one town. Reducing this region to Torrevieja, as much of the trade does, leaves out half the new build actually being put up in the south of the province and in Murcia today.
Within the axis, the differences that matter are not administrative. A development in Los Alcázares and one in Molina de Segura do not compete with each other and are not marketed alike, even though both are in the Region of Murcia.
City, metropolitan area, international coast or resort. Everything else follows from that, starting with which languages are worth opening.
Five languages in the Vega Baja is usually right. Five languages for a first home scheme in Murcia capital would be spending money on an audience that is not there.
Nobody searches for a home in the Region of Murcia. They search in Los Alcázares, in San Javier, in Torrevieja. The content is written at that level.
Resident buyers move all year. Northern European buyers decide in winter and travel in summer, so acquisition runs against the visiting season.
Alicante, Elche, the Vega Baja and Murcia are not one market with four names. They differ in product, in buyer and in season.
The city and its coastal strip, with the most even balance between resident and foreign buyer anywhere on the axis.
A market in its own right: national demand in the inland capital, international demand on the Mar Menor and the Costa Cálida.
The second city of the province and a mostly resident demand. A different buyer, a different pitch and a different calendar.
Orihuela, Torrevieja, Guardamar, Pilar de la Horadada, Rojales. The most internationalised market, and the most dependent on intermediaries.
Each piece can be read on its own, but they only work together: a website without languages reaches nobody abroad, and acquisition without measurement cannot be corrected.
What a developer needs that a generalist agency rarely understands: the cycle of a scheme, the off plan phase and the sales team.
The central asset. Why the development website is not the developer corporate site, and what goes inside it.
Multilingual structure, hreflang and international SEO, so you compete in the buyer home country and not only in Spain.
How enquiries come in, how each one is tied to its source and how you learn which channel paid for the keys.
Content, publishing and community management for the development: who answers the messages, in which tone and how fast.
Who buys, from where, in which language and at what point in the year they start looking.
The page that explains the whole thing: the borrowed channel problem and how an owned one is built.
No, and it is an important difference. We work the whole Vega Baja, from Guardamar to Pilar de la Horadada and inland to Orihuela and Almoradí, plus Alicante, Elche and the Region of Murcia.
It changes the starting point, not the work. Foreign developers usually arrive with strong home market contacts and no Spanish digital presence at all, so the first phase weighs more towards the local search side.
Case by case, and we say yes or no honestly. Outside this axis we do not know the buyer or the seasonality well enough to be worth the fee, and pretending otherwise would show in the work.
The municipality, the number of units and who is selling it today. From that we can already say what is missing in the channel and where to start.