Almost every development in this region is sold through a borrowed channel. It works, until it does not: someone else communicates the price, someone else receives the enquiry, and the data does not exist. This page sets out that whole problem and how the alternative gets built.
Stock photograph. Not a development marketed by HolaDomus.
The starting point
Selling through a channel that is not yours
A new build development in Alicante, Elche, the Vega Baja or Murcia reaches the market today through three doors: the property portals, the local agencies and the foreign resale networks. All three work and all three sell. None of the three is yours.
The result only shows at the end of the development. The units are sold, yes, but the developer ends up not knowing which channel sold them, without a buyer list of their own and without a single digital asset that serves the next scheme. It starts again from zero, and it pays again.
The diagnosis
The six dependencies
It is not one problem, it is six, and they feed each other. Almost no developer has all of them; almost none escapes three.
Dependence on portals
Visibility is rented month by month. The day you stop paying, the development disappears from the internet, and what you paid left nothing behind.
Dependence on intermediaries
Foreign networks reselling the product with their own copy, their own photographs and their own commission. The buyer believes they are buying from them.
Loss of control over enquiries
The interested party writes to a third party, who decides when, how and on what terms to pass it on. The relationship begins without the developer.
No data
No list of your own, not by country, not by house type, not by budget. When the next development starts there is nobody to tell.
No traceability
Nobody can answer where a sale came from. Next month spending is decided by instinct and by habit.
No owned channel
It is the consequence of the other five: the development has no home on the internet where the buyer arrives directly.
The real cost
What it costs to have no channel of your own
The visible cost is the commission, and it is the one everybody looks at. The invisible cost is dearer: it is the negotiating margin lost when a third party communicates the price, and it is the sales time burned on enquiries that arrive late and poorly qualified.
And there is a third cost that only appears on the next development. A developer with an owned channel starts the new scheme with a domain that already ranks, copy that already exists in five languages and a list of people who already left their email. A developer without one starts again on day one, and pays again for the same rented visibility.
The answer
How an owned channel gets built
01
An inventory of what is visible today
We search for your development the way a buyer in Madrid, Manchester, Antwerp or Oslo would. Who advertises it, in what position, at what price and with which photographs. The output is a document with dated screenshots, not an opinion.
02
The development own website
A domain in the developer name, a structure by house type, floor plans, specification, a contact route and real speed on a phone. It is the central asset: everything else points at it.
03
The multilingual structure
Five languages written per market, each on its own address, with correct hreflang and canonical so they compete in their country instead of competing with each other.
04
International SEO
Ranking in the search engine of the buyer country, on the searches they actually make, which are not the ones a Spanish buyer makes about the same home.
05
Acquisition
Search and social segmented by country and intent, with the advertising account in the developer name and the media budget always separate from the fee.
06
Tracking and attribution
Every enquiry tied to its origin: country, language, campaign, page. The monthly report gives the real cost per useful enquiry, not impressions.
A worked example
How many enquiries a Meta campaign leaves you
We cannot show you client results: the brand is new and we are not going to invent any. What we can do is work the sum out in front of you, with the published sector averages and with our own assumptions labelled one by one.
10,000Impressions served
The starting point of the sum. It is a neutral unit: what they cost to buy changes with the country, the season and the competition, which is why this site publishes no spend figure anywhere.
250 to 375Clicks through to the site
At a click through rate between 2.5 % and 3.75 %. The upper end is the published real estate average for lead campaigns on Meta; the lower end is the cautious assumption we apply when the audience is international and split across several languages.
8 to 35Enquiries with a name and an email
Between 3 % and 9.5 % of those clicks leave their details. The upper end is again the published average, measured on forms inside the social network itself; the lower end is what we consider reasonable for a form hosted on the development site, which asks for more and filters more.
2 to 10Genuinely qualified enquiries
A coherent budget, a sensible purchase horizon and a real wish to see the development. There is no public figure worth quoting here: this is measured in your own dashboard from the first month, and it depends above all on how fast your sales team answers.
How to read this scenario
Published dataThe 3.75 % click through rate and the 9.53 % conversion rate are the real estate averages for Meta lead campaigns published in the 2025 benchmark reports from LocaliQ and WordStream. They are measured on the United States market: a reference point, not a measurement of this coast.
AssumptionThe lower ends, 2.5 % and 3 %, are ours. We apply them because an audience split across five languages performs below a single national average, and because in a forecast we would rather fall short.
AssumptionThe step from enquiry to qualified enquiry has no honest public figure. It depends on your product, your price and how long your team takes to answer. It gets measured, not promised.
This is a sum, not a promise. We do not guarantee sales or a number of enquiries, and we publish no client results. We would rather show the method and let you judge the arithmetic.
The long game
The campaign switches off; the rankings do not
It is why we insist on search even though it is slow, and why we do not sell campaigns alone. You need both, but they do not do the same job or on the same timescale.
Enquiries arriving each month
Campaign switched off
Month 0Month 6Month 12Month 18Month 24
Paid campaignOwned rankings
Both curves are shapes, not a forecast: the height depends on the development, the language and the market, and nobody honest can promise it. What is a fact is the slowness. According to the Ahrefs study published in May 2025 across 1.3 million keywords, 72.9 % of the pages now in the Google top 10 are more than three years old, the page in first place averages five years, and only 1.74 % of newly published pages reach the top 10 in their first year. That is why rankings are worked in years, and the campaign is switched on for the meantime.
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 exactly is the digital marketing of a development?
It is the set of owned digital assets a developer uses to put their scheme in front of the buyer and receive the enquiry directly: the development website, its languages, its ranking, its campaigns and the measurement of origin. It differs from advertising because it does not switch off when you stop paying: what was built remains.
Can we start with the inventory alone?
Yes, and that is what we recommend when there are doubts. The inventory and the diagnosis can be commissioned on their own: you see the work and you see the problem before committing to the rest.
Do we have to leave the portals?
No. They can be kept exactly as they are. What changes is that they stop being the only door, and that for the first time you can compare what each channel costs with what it brings.
What if the building work is already well advanced?
The emphasis changes, not the method. With advanced works, per unit sheets and immediate acquisition matter more than building the brand of the scheme, and the site is built lighter and faster.
Do you work with small developers?
Yes. The scope is matched to the size: a twelve home development does not need five languages and five campaigns, and saying so is part of the job.
Let us start with the inventory
It is the least committing part and the one that changes the conversation most: seeing, in black and white, how your development is being sold today without you.
