The Madrid real estate market is beginning to show some adjustments after months of strong increases, forcing owners to pay more attention to the asking price and marketing strategy.
Madrid remains one of the most demanding residential markets in Spain. The advertised price of homes in the capital stood at €6,471 per square metre in August 2026, according to the latest data published by idealista.
However, behaviour is changing. Although prices are still 2.2% higher than those recorded a year ago, they fell by 1.2% in August compared to the previous month.
In this scenario, putting a property up for sale and waiting for a buyer to appear may not be enough.
For Beatriz Aguirre del Coso, a real estate advisor and Personal Shopper at NOOW Urban in Madrid, one of the most informative symptoms is a property that receives visits but fails to generate offers.
“When there are visits but no one takes the step to make an offer, those visits are providing us with information. We need to analyse what is holding back the buyer and act on it,” she explains.
Price matters, but it’s not the only factor
A correct initial valuation is essential, but the outcome of a sale also depends on how the property is presented, the photographs and videos used, its positioning on portals, the existing competition at that time, and the profile of the buyer the marketing is aimed at.
That’s why Aguirre recommends conducting a diagnosis when a property has been listed for too long.
Analysing comparable properties, studying the reactions received during visits, and checking how the property is positioned against other alternatives in the area can help identify what is hindering the sale.
“Automatically lowering the price shouldn’t always be the first decision. First, we need to know why we aren’t receiving offers,” she points out.
Technology to better select the buyer
Technology has also transformed real estate marketing.
Professional photography, video, virtual tours, and 3D walkthroughs allow potential buyers to get a much better understanding of a property before physically visiting it.
The goal is not just to get more visits, but to attract visits from genuinely interested buyers.
Selling to buy another property
Another challenge arises when the owner needs to sell their current property to buy the next one.
Coordinating the timing of both transactions, studying the purchasing capacity in advance, locating the new property, and negotiating the terms can prevent hasty decisions.
This situation is especially common among owners whose property has become too large after their children have moved out or who are looking for a more comfortable, accessible home in a different area.
“In these cases, my job doesn’t end with the sale. As a Personal Shopper, I can also assist the owner in searching for and negotiating their next property to try to coordinate both transactions,” explains Beatriz Aguirre.
A strategy before going to market
For the advisor, one of the most important decisions occurs even before publishing the listing.
Correctly determining the price, studying the target buyer, and designing the marketing strategy from the outset can prevent a property from lingering on portals for months and losing appeal to buyers.
Beatriz Aguirre del Coso is a real estate advisor and Personal Shopper at NOOW Urban in Madrid. Her work includes property valuation, marketing strategy, negotiation, and support throughout the selling and moving process.
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