Homerun Brokers: "15% of Marbella property transactions exceed €1 m"

Why Marbella?

I moved to Marbella eight years ago. At that time, I was torn between Marbella and Palma, but I didn't want to live on an island. Besides, Marbella has better weather in winter and I already knew several people who lived here.

When I first arrived, Marbella was very different and I wouldn't say I liked it the same way I do now. Over the years, Marbella has improved significantly, with better restaurants and a different vibe: more young professionals compared to the mostly retired people I saw when I arrived. Changes in infrastructure, services and the type of people who live here have made it a much more attractive and dynamic place to call home. Marbella has become a real hotspot.

Homerun Brokers

I drew on my strong network of contacts and experience in branding. I previously founded a music festival in Sweden and brought that branding and event management experience to Homerun Brokers.

I decided to focus directly on the premium sector, which is risky and challenging. Through effective marketing, bold branding and strategic communication, we have managed to stand out in the saturated luxury real estate market.

What are Spain's strengths and weaknesses?

Spain is, in my opinion, the best country in Europe to live in. Its strengths lie in its amazing nature, culture, welcoming people and exceptional climate. However, the downside is that things can be less dynamic and it takes longer to get stuff done. This lack of efficiency has tested my patience, but I have adapted over time – mostly!

I have always worked with premium clients, even in other industries, so it is difficult for me to make a direct comparison. However, the opportunities in the luxury sector are unparalleled. The market is vibrant and there is a strong demand for high-end properties with unique features, making this sector exciting and rewarding.

What is the reason for Homerun Brokers' success?

What does it take to become a successful estate agent?

You must love what you do so much that your job becomes both your hobby and your passion. This career isn't just a profession; it's a lifestyle. When you truly enjoy what you do, it stops feeling like work and becomes a natural extension of who you are.

What are your perspectives on the Costa del Sol real estate sector in the future?  

I am confident in the future of real estate in this area. With global companies relocating to Málaga, Europe’s best climate, and a wealth of activities within a few hours' drive – such as skiing, surfing and world-class golf courses – the appeal is undeniable. Additionally, compared to the South of France, another highly desirable destination, Marbella remains more affordable and liveable year-round.

Are there more Spanish or international clients in Marbella and Costa del Sol?

Marbella is very international. This year, we have sold to clients from 23 different countries. I love this aspect of Marbella – it is a melting pot of cultures and nationalities, which makes the work exciting and enriching.

What is your hallmark?

Will Marbella and the Costa del Sol continue to be the epicentre of glamour and luxury in the coming years?

Yes, I believe so. Marbella offers everything selective clients seek: high-quality homes, exceptional dining and a cosmopolitan lifestyle. I also expect the trend of attracting sophisticated, high-net-worth individuals to continue, further enhancing the area’s charm and exclusivity.

What are your clients looking for? What type of property do they value most (privacy, services, exclusivity, etc.)?

Homerun Brokers

Is there any project or operation that you would like to highlight and comment on?

The Netflix series came about out of the blue. Someone suggested that my team and I would be perfect for it, and within a few weeks, Netflix contacted us. They filmed over a year and a half ago and although a lot has changed since then, it has been an incredible experience. Netflix, the world's largest streaming platform, has given us a potential reach of 600 million people in 190 countries and brought us new clients and global exposure. They used only 30% of the footage recorded and although the editing is not under our control, we are happy with the result.

According to data from the Leading Property Agents (LPA) Association, of which we are members, in 2023 approximately 15% of real estate transactions in Marbella corresponded to properties valued at more than €1 million. This means that out of every 100 transactions, around 15 were in the luxury sector, consolidating Marbella as an epicentre of the premium real estate market on the Costa del Sol.