The luxury real estate market has evolved significantly in recent years, particularly with the rise of technology. In the past, high-net-worth buyers focused on spacious, well-located villas that offered privacy, but expectations have shifted, and the sector has adapted accordingly.
Today, wealthy buyers value more than size, design or architecture – they are looking for fully personalised homes that adapt to their lifestyle, giving rise to so-called “tech villas”.
Demand for these high-end smart homes has grown by 30% this year, according to Proinsermant, a company specialising in automation and residential control systems for luxury villas on the Costa del Sol. The firm has developed a new method that analyses user preferences to tailor home services to owners’ needs.
Its CEO, Roque Justicia, explained that this model – known as “Machine Room 3.0” – is based on a centralised control system that transforms invisible technology into the true “heart and brain” of comfort in a luxury villa.
Monitor more than 50 parameters in real time
The company has developed a system capable of monitoring more than 50 parameters in real time – from air conditioning and underfloor heating to the swimming pool, jacuzzi, solar energy, circuit pressure and pump performance – all managed through a single, intuitive interface.
According to Justicia, the system studies and learns occupants’ behaviour: “It calculates when you usually shower to heat the water, knows when you take a nap to adjust the temperature and gradually dims lighting as bedtime approaches.” The result is a fully personalised service tailored to each homeowner’s habits.
Proinsermant highlights this as added value not only for buyers but also for architects and developers, who can enhance their projects with advanced, integrated and sustainable tech solutions – reinforcing the concept of the system as the true “heart and brain” of the home.
New technology on the Costa del Sol
Justicia confirms that this technology has been widely embraced in the Costa del Sol’s luxury market, where demand has grown in recent years – driven by changing buyer profiles. “Major investors from tech companies, focused on comfort and energy efficiency, are coming to the area. This allows us to offer a service that adapts to the owner’s needs without them having to do a thing,” he explains.
The system is already being implemented in both high-end villas and luxury flats. “We build villas worth €15–20 million with this service, and they sell within months,” says Justicia, pointing to a shortage of ultra-prime properties on the Costa del Sol.
He also highlights the lack of specialised professionals needed to deliver these projects, while noting the company’s expansion. “We have developed homes of this kind for well-known footballers and prominent business figures. Beyond the Costa del Sol, we are also active in key Madrid locations such as La Finca and La Moraleja.”
