Barcelona and Madrid at once,
with the same result
A luxury estate agency with homes worth over €2M in two cities. It feared starting from scratch in the second. It launched both at once and won the same in each.
- Client
- Real estate agency in Barcelona and MadridName withheld
- Area
- Barcelona and MadridProperties worth over €2M in two cities
- Result
- 860 €per listing worth over €2M, in eight weeks
- The solution
- Win property ownersThe same method in two cities, with a message for each
“What works in Barcelona doesn't work in Madrid”
This agency handles homes worth over €2M in Barcelona and Madrid. Each city has its own owner, its own competition and its own way of talking about the neighbourhood.
Every month of trial and error in the new city is budget burnt learning what you already knew at home.
When an agency moves into a second city, the same thing almost always happens: it takes the ad that works, changes the city name and runs it across the whole city. Madrid, on Facebook and Instagram, is more than 3 million people. The owner of a €2M home is a needle in that haystack.
The method travels, the message doesn't
- Neighbourhoods, not cities. In Barcelona the ads targeted Sarrià and Pedralbes; in Madrid, the Salamanca district and La Moraleja. Luxury territory, small and clearly defined: every euro works on the right ground from day one.
- A message for each owner. The owner in uptown Barcelona is not the owner in Madrid: their type of home, their reason for selling, their way of talking about the neighbourhood. Same structure, different skin.
- The filter before the agent. No enquiry reaches the team without first passing four filters. The agent only speaks to owners who genuinely want to sell.
- Both cities at once. No test phase in the second. The same system, launched on the same day in Barcelona and Madrid.
Four homes worth over €2M in eight weeks, at €860 each
With a €3,440 budget for both cities together, 65 owner enquiries came in and four listings worth over €2M were won: two in Barcelona and two in Madrid. Winning a home like that usually costs between €4,000 and €8,000. A single commission on one of these homes pays for the system for years.
The honest part: it is an eight-week pilot, and four listings are not forty. What matters here is not the volume, but that the system performed equally well in two different markets from the first month.
- 4listings worth over €2M, two in each city
- 860 €what each listing cost
- 65owner enquiries in eight weeks
What would four homes over €2M be worth to you?
Enter your figures: how many out of every ten listings you end up selling and what each deal leaves you on average.
Simple arithmetic with your figures, not a promise of results.
The solution and its services4 pages
Other case studies7 case studies
Questions about this case
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€860. With a total budget of €3,440 for Barcelona and Madrid together, four listings worth over €2M came in. In the sector, winning a home like that costs between €4,000 and €8,000.
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Because Madrid, on Facebook and Instagram, is more than 3 million people, and almost none of them will sell a €2M home. If you narrow it down to neighbourhoods like Salamanca or La Moraleja, the budget isn't spent looking for the owner among people who never will be one.
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No. The method is the same, the message isn't. The owner in Sarrià and the owner in the Salamanca district have different homes, different reasons to sell and talk about their neighbourhood differently. Each city had its own message with the same structure.
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Four are not forty, and we don't present them as if they were. It is an eight-week pilot. What is valuable is that the system performed equally well in two markets from the first month, with no trial and error phase. And a single commission on a €2M home pays for the system for years.
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Eight weeks, in April and May 2026. Both cities were launched at the same time, without testing one first.
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If the way you win listings is a method and not a campaign, yes: tightly defined luxury neighbourhoods, a message for each owner, a filter before the agent. What breaks when you change city is copying and pasting the ad. To find out which part of your system survives the move, we start with the check of your website, within Win property owners.
