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The American multinational Keller Williams has revealed its semiannual report, highlighting the robustness of the luxury real estate market on the Costa del Sol, with a particular focus on the towns of Marbella and Benahavís. In a global context where many advanced economies are experiencing a slowdown in real estate activity, Marbella reaffirms its status as a prime destination in Southern Europe.
Alfonso Jiménez, head of Keller Williams Luxury and an expert on Marbella’s Golden Mile, stated that sales during the first half of 2025 have surpassed those of the same period last year, showing a positive trend in both volume and prices. Factors such as quality of life, legal security, good international connectivity, and professionalism in the sector are fueling the growing international interest in the region. However, Jiménez also pointed out the increasing scarcity of new high-end construction, which is causing price increases in the most sought-after areas.
Regarding Benahavís, this municipality has seen an adjustment after several years of intense growth between 2017 and 2022. Despite this, 2024 data surpassed the average of the past 20 years, and the first half of 2025 indicates signs of reactivation, especially concerning new construction developments. This adjustment is common in luxury markets, where corrections serve as stabilization mechanisms following periods of significant expansion.
Experts agree that international demand remains strong, reaffirming the Costa del Sol’s position as a quality destination for discerning buyers. Premium areas, such as the Golden Mile, play a central role in maintaining the positive trend in the sector.
From a macroeconomic perspective, a potential reduction in interest rates by the European Central Bank is anticipated to stimulate demand in the second half of the year. However, Keller Williams argues that the luxury market depends less on credit and more on factors such as confidence, political stability, and legal security.
With over two decades of experience in the Spanish market, Keller Williams has solidified its presence through a model of large centers of autonomous agents and an expansion strategy. The company currently has over 700 professionals in Spain and operates in 64 countries, totaling more than 210,000 agents. From its headquarters in Marbella, Keller Williams reinforces its network of international collaborators, establishing alliances in key second-home markets, including the UK, Germany, the Netherlands, and the Nordic countries.
Source: MiMub in Spanish
