Building Trust in Marbella’s Property Market | LPA Insights

The Costa del Sol attracts buyers from all over the world, yet the real estate sector here still works without the formal regulation found in other regions. This makes trust, experience and professionalism more important than ever. To explore how the industry is responding, we sat down with Álvaro Botella, president of the LPA, the association that brings together many of the leading agencies on the Coast.

In this conversation, Mariano Beristain, Director of DM Properties – Knight Frank, speaks with Álvaro about the challenges facing the sector, the need for higher standards, and the role the LPA is playing in bringing more structure, transparency and support to both agents and buyers. Their conversation explains why the LPA was created, how it works, and what it means for anyone looking to buy a home in Marbella or across the Costa del Sol.

The discussion shows how the LPA has developed into a respected organisation representing close to 100 agencies. Álvaro Botella  explains that its aim is straightforward: to raise professional standards, encourage ethical practice and bring greater structure to a sector that, in Andalusia, still operates without formal regulation.

He sets out the requirements for joining the LPA, including holding professional liability insurance and working from a physical office. These conditions offer buyers stronger reassurance and a more reliable experience. The association also works with public institutions and takes part in ongoing conversations about future regulation, training and the creation of an official register for estate agents.

Training is a central theme in the interview. Álvaro stresses that agents must continue learning, particularly as new regulations and digital tools shape the way the market functions. He views technology, including AI, as a tool that supports efficiency, while the personal guidance offered by an agent remains essential when buyers are making major decisions.

For international buyers coming to Marbella, his advice is clear: choose a reputable agency, take time to explore different areas and think about how you want to live. A good agent listens first and guides you from there.

Álvaro ends with a message for professionals who are not yet part of the LPA: invest in training, act with integrity and always place the client at the centre of your work. Whether or not they join the association, the goal is the same—create a more transparent, dependable and professional property market on the Costa del Sol.

VIDEO TRANSCRIPTION

Mariano Beristain (M.B) : Good morning, I’m Mariano Beristain, Director of
Diana Morales Properties – Knight Frank, and today I’m here with
Álvaro Botella, chairman of the LPA,
to talk about the challenges the sector is facing,
the different regulations in place and how this profession, which we
enjoy so much, actually works.

Álvaro, good morning, how are you?

Alvaro Botella (A.B) Good morning, thank you very much for inviting me.
Thank you for coming.
Right, let’s get started.

M.B: For those who are not yet familiar with it, what exactly is the LPA?
Why was it created and what is its role?

A.B : Well, the LPA is an association of estate agencies here
on the Costa del Sol, which was founded about eight years ago.
From the beginning, the aim was to improve the level of professionalism
that we have been seeking in our industry,
setting ethical standards with the aim to self-regulate and provide
the best possible service to our clients, making sure that
things are done properly and make us stronger,
even though we are competitors, but making us strong, so that
in the end we can always help
our clients, who are the ones that need the best service.

M.B : How many agencies are currently part of the LPA, and what type of companies are they?
What does the association do?

A.B : Well, today we are 99 members.
We’re almost there; we’re just one step away from 100.
And then 100, 101, 102… because that’s the point we’re at now
with our due diligence.
In other words, joining isn’t easy,
but it is necessary.
So we can say that we are already at around 100 agencies.

It’s true that the agencies joining now are increasingly larger,
some of the most important on the Coast, including all the big international names.
The first thing they do is knock on our door: “I’d like to take part,
I want to join the LPA.”
As soon as they arrive, they call us.
So we’re beginning to reach that level of recognition,
even beyond the Costa del Sol.
We can say that we’re starting to have a certain amount
of influence within the Costa del Sol
real estate sector.

M.B : Great. And what role does the LPA play in the Costa del Sol
property market today?

A.B : Well, we have three clear objectives.
The main goal is always to raise professional standards and maintain an ethical code,
but the key question is how to achieve that.
We know that regulation is a major issue, and I think
we’ll talk a bit more about that later.
At the moment, there is no formal regulation
specifically for estate agencies.

So what we want is to build enough strength as a group
– and I think we are almost there – to be able to self-regulate,
to have a single voice representing all agencies so that we can sit down
with public authorities, developers and other parties involved
in our sector and say: “Let’s all do things properly.”
Let’s do things the right way.
That’s one of our key goals.

We’re also working on an internal market study,
an internal audit to understand the volume we represent
within the sector, in other words, what our real strength is.
Because right now
we can only estimate it.
We think we might be at a certain percentage, more or less.

Yes, it’s true that seeing the list of names already inspires respect,
but we don’t know the real figures.
So during November and probably
December, we are carrying out this audit to say: “Right, now we have real data,
this is the strength we have.”
And we hope that will help us
when we sit down with institutions
or other parties involved.

M.B: You talk about regulation and control.
What specific values are you trying to promote in the sector?
Or what kind of behaviour?

A.B : This is the key issue.
And that’s because in this industry, we all know the situation we’re coming from,
and those of us who’ve been in the sector for a few years
have seen a bit of everything.

So, it is true that often, we end up paying, so to speak,
for what others have done wrong.
In the end, our reputation as estate agents
can sometimes be quite fragile.

M.B: Yes, that’s true. Many international buyers are surprised
when they find out that the local market is not formally regulated.
So they ask: how does the property sector work here?

A.B: Exactly, and we should also send a clear message
to buyers: “Don’t worry, that doesn’t mean that
everyone here just does whatever they like.”
We are regulated as businesses.
We have consumer protection laws.
We have certain rules.

What we don’t have, unlike solicitors or brokers in some countries,
is a system of individual licences
that controls, for example,
the number of agents in each area
and checks that they meet certain minimum quality standards.

M.B: Because, for an international buyer who arrives here and doesn’t know
the market, as there are no clear or known regulations, what is the risk?
What does that mean for the buyer?
Is this where the LPA aims to bring some clarity?

A.B: Of course. That’s why we always advise buyers to work, not necessarily with an agent from LPA,
but with an agency that meets certain requirements or at least offers clear guarantees,
whether it’s a company or an individual agent.

Everyone has the right to work as independent agents,
self-employed, that’s fine – but they still need to meet
certain requirements, legal and quality standards.

Why?
Because we see many cases where those standards haven’t been followed.
First of all, they don’t put the client’s
interests first, which is ultimately the most important thing.
They don’t listen to the client.

Marbella is a city where you need a deep understanding of the area.
We know that when it comes to planning and zoning issues,
we need certain information
before we show any property.

We have to do our homework before sending a client
a selection of properties.
Then there are the steps to follow in the process. Many agents don’t even
recommend using a solicitor.
They say: “Don’t worry, you don’t need a solicitor, I’ll handle everything.”

And then there are clients who end up with very serious problems.
The issue is that these agents, for example, don’t have
professional liability insurance. And now, who do you claim against?
Because they disappear.

M.B: So, when an international buyer comes here, what extra reassurance
or added value do they have if they work
with a company that belongs to the LPA?

A.B: Well, we can talk about the requirements.
What do we ask for? What does an agency need
in order to join the LPA?

First, professional liability insurance. Second, a physical office,
because we believe in quality service, and that means having a place
where clients can feel comfortable.

We’re talking about purchases which, for many clients,
are the result of a lifetime’s work.
It may be the biggest investment of their life, a dream, the achievement of a lifetime of work
and it should be treated that way.
It’s not something to handle in a meeting on the street.

You need a place where the client feels safe and can talk about private matters.
So, for us, having a physical office is important.
It doesn’t have to be at street level, but you must have a place.

And then you must be up to date with your Social Security and tax payments.
That also gives the client a guarantee, because if there is a problem,
the authorities will contact any client who is paying you invoices.
As we know, they send notices saying:
“Don’t pay them; they owe us money, you must pay us instead.”
So it’s a serious matter.

And finally, there’s the image of the company.

M.B: So it’s good for people to know,
especially those who are not familiar with it,
that to be a member of the LPA there are clear requirements to meet.

A.B : Every year, we check that members still comply:
that they maintain their liability insurance, and that they are up to date
with Social Security and the Tax Office. We review that every year.

So, knowing that an agency
belongs to the association gives you certain guarantees.
You may like or dislike the agents on a personal level,
but professionally you are protected, and that is what really matters.

M.B: And tell me, Álvaro,
there are regions such as Catalonia and the Valencian
Community where
the sector is much more regulated. How do they manage it?
Is that the model we’re aiming for here?

A.B : Yes, we are among the last ones.
In Andalusia, we are one of the last regions
because I think that even Extremadura,
which was also behind,
has already announced a first draft of its regulation.

They already have the famous estate agent register,
which is what we are working on.
It’s true that in these matters we shouldn’t rush.

But they already have their registers, where agencies and agents
can sign up, have a licence number, and meet requirements that, more or less,
are in line with those of our association.

M.B:  And is that the kind of system we want here?
Are we trying to follow a similar model, or
are you looking for something different from what those regions have done?

A.B : We always try to improve on it.
We know they have gone through a process of trial and error,
and that they’ve had to adjust some points
and then move forward again.

We understand that it takes time. It needs careful analysis.
It has to be studied.
But there are many common elements which
match the purpose of our association.

As I said before,
our goal is similar, but the authorities may ask for
some additional requirements
that we don’t currently request.

We do ask for experience, which in practice counts as training,
because three years’ experience, which is what we ask for here on the Coast,
we understand that surviving three years gives you certain training just through daily work.

But yes, it is true that in those regions, they also require formal, accredited training.
That’s another area we want
the association to focus on.

M.B: Let’s look a bit into the future now.
Let’s imagine a fully consolidated LPA,
large and strong, with many members and real weight in the market.

How do you think this will impact the local sector, especially for
the buyers who come here?
In other words, do you see it having a very significant impact, or do you think
it will be less visible?

A.B : I think that, in the end,
we are one of the few players
and when I say players I don’t just mean estate agents,
but all professionals in this industry,
including architects, designers and so on.

We are among the ones who care most about our clients’ happiness.
We always try to do what is best for the client.

There are developers, construction companies and others
who perhaps focus more on the figures,
on the profit, on their company.

Ultimately, our priority is the client.
So I’m convinced that all the steps we’re taking
will mainly benefit the client.

Because, as we are already discussing these past few weeks,
we’re going to sit down with developers and say:
“What’s going on here?

Let’s look after the client; let’s do things properly.
It’s not just about sending invoices.
We are the ones standing up for them.”

And in that future, the stronger we are and the better we do things,
the better.
That’s clear.
The market will be healthier, more regulated, and more professional.
In the end, everything will work better.

M.B: Tell me something, Álvaro. As president of the LPA,
in your day-to-day contact with institutions, do you feel you are heard?
Do you get support from them?
How do they see the LPA?

In other words, how do they view the creation of the LPA? You’re the one dealing with them every day. How do they see us?

A.B : They often need our help.
It’s true that they never have enough staff.
They are always hiring new people, but it’s never enough
to address these issues.

So our support is useful to them.
And especially because of the level of experience
and professionalism that we have.

They tell us: “Look, we’re not estate agents,
we don’t have the knowledge.
What can we do to improve things?”

In the end, we’re talking about the property sector. I was
looking at the figures the other day:
it represents between 20 and 30% of Spain’s GDP.
That’s a huge percentage.

So when we say, “Let’s take this seriously,
let’s work with all the parties
involved in the sector,”
of course they want to help.

It’s true that things move slowly within public institutions, but we’re there.
We’re in regular contact with them. We’re discussing official training,
we’re talking about the creation of a professional register
for real estate agents, even at Town Hall level.

They are always willing to ask: “How can we help?
What do you need? Do you need premises?
Do you need our formal support?” And that’s very positive.

Yes, of course, having that backing
always helps.
But then you have to keep working and moving forward.

M.B: And how do you personally see the future
of Spanish estate agents?

A.B : There is quite a lot of uncertainty.
With technology, for example,
we’re talking a lot with
different people who say, “Artificial intelligence is going to replace us.”

I don’t share that view.
I believe we should take advantage of it.
I think it will help us improve.

We often talk about it as giving us “superpowers”,
because up to now things that used to be hard, tasks that used to take us many hours
can now be done in minutes.

Many processes that used to mean the client had to wait
can now be automated.
We still have to supervise them, but all of this will improve.

It’s true that perhaps instead of needing many people
for one task, we may need fewer.
But I believe the human factor will always be essential. When we’re talking
about people’s dreams, as we said before, someone might say:

“I’ve been working my whole life;
this is one of the most important decisions I’ll ever make.”
You need to feel comfortable with the agent, with the person you’re working with.
That personal relationship is key.

So I see that it will also help us
to be more professional and to do our job better.

M.B : And tell me something, in this new context, how important
do you think training is, and also the ethics of each company?

Earlier you mentioned that one of the LPA’s objectives
is training, a school.
That’s something José Carlos, the founder,
has been talking about from day one.

You also bring it up. How much importance do we give to training?

A.B : I talk about this a lot.
It’s like if we all had to retake our driving test now.
How many of us would fail?
Many.

So, of course, because we’re used to working as agents,
just like we’re used to driving, but if we had to take an exam again,
how many of us would pass?

And it’s the same in the real estate sector.
We often leave training to one side, and we’re not always up to date.
I include myself in that.

We have to keep ourselves constantly informed about laws,
regulations and how the market is evolving.
There always has to be ongoing training.

I think it’s extremely important, because we have to make sure
that we’re up to date, especially in regulatory matters,
and also when new tools or new ways of working appear.
We need to know about them.

As José Carlos rightly says – and still says today as vice-president –
we need to sort out the subject of the school.
We have to create a proper training structure.

It’s true that there are many training options.
There are lots of courses for estate agents,
many of them very good, but we haven’t found anything official.

That’s one of the main reasons why we’ve met with the Andalusian Government
and other institutions.
There we have the problem that they initially require too many hours of training,
and the Register will reduce that number considerably.

We are currently discussing a reduction to 200 hours,
because at the moment it is 500, which is simply impossible.
It is unfeasible.

M.B: We’re coming to the end of the interview, Álvaro.
I’m going to ask you a question that I want you to answer not just as president
of the LPA, but above all as the experienced sales professional you are.

A foreign buyer arrives in Marbella. What advice would you give them?
Two or three tips that might help them
make the right decision.

A.B: The most important thing is to choose a good agent, a good agency.
A good agency. The most important thing.
I know that many people say
“I’ll save money this way or that way,” but forget that.

Forget that. We’re talking about your savings, and you’re going to
want the best outcome for yourself.
A good agent will fight for that and obtain it for you.
He will show you all the options available and find
the best one for you.
That’s essential.

Second, if it’s your first time on the Costa del Sol, I recommend that you
spend some time here and explore.
The Costa del Sol is a large area. We are always talking about
Marbella, but there are many other places that might interest you.
You need to see where you’d prefer to live.

And then also, what is your goal?
Are you planning to spend more time in Spain, or less?
You have to take into account the amenities, what’s around, and so on.
So you always need to do a bit of research.

Sometimes I see that many agents stop listening to the client
and only think of their own interests.
I’m worried that we’re losing that skill: being quiet, listening,
understanding what the client really wants and then finding the best option for them.

That’s why I insist a good agent is the key to all of this.

M.B: My personal view is that, over time,
with the property boom we’ve experienced here in Marbella
and the huge success we have had in terms of sales,
many people have been attracted to the sector.

And that has unfortunately worked against what you defend,
which is nothing more and nothing less than listening to the buyer,
understanding them and taking the time.

Why?
Because often, due to urgency or competition,
because of the rush to sell or offering you something,
you are not paying attention
to what they’re telling you.

I think it’s a bit like we’re almost drowning in Marbella’s success.
The sector has grown enormously, for better and for worse,
and with that growth many people have come in wanting
to be involved in the sector.

Finally, I’d like to ask you something.
To all those professionals who are not yet members of the LPA,
What would you say to them?
What message would you like to send them?

A.B: It’s not just a question of whether or not to join the LPA.
I would say: invest in your training.
Work with an ethical code – it doesn’t have to be exactly the same as ours;
you can use ours as a reference –
but educate yourself, act ethically and always try to be the most
trustworthy person you can be for your client.

Always focus on what the client wants.
Our door is, of course, open.
With us you have access to training courses and networking events
where you can talk with your colleagues.

I insist again on the importance of training.
For example, we now have a couple of courses at the end of the year
so that you can keep up to date, and we are always
open to collaboration.

If you join, fantastic – you’ll have access to everything. If not,
If you join, great, you’ll have access to it all.
If not, do it on your own.
Get trained, be professional, and do things properly.

M.B: Very valuable advice.
I’m very grateful for the time you’ve given us,

A.B: Thank you very much for inviting me

M.B: and for this excellent conversation so that people can learn a little more about what the LPA is, what it does and the advantages of the work you’re doing.  Thank you very much, Álvaro.

Pia Arrieta, 25 Nov 2025 - News