For Developers — Positioning, International Distribution, and Buyer Qualification

This service is designed for a specific kind of developer — not volume builders or large-scale residential estates, but projects where the buyer matters as much as the unit.

Boutique new builds. Small- to mid-scale developments where the design, location, and buyer profile are tightly connected. Projects of two to twenty units where each sale benefits from individual positioning rather than mass marketing.

Luxury refurbishments. Historic or character buildings being converted into high-quality residential units — particularly in Centro Histórico and Soho, where the building's story is part of the value proposition.

Multi-unit renovation projects. Developers acquiring and renovating several apartments within a single building or across a portfolio, where consistent positioning and coordinated sales serve the project better than listing units individually on portals.

Off-plan and pre-completion projects. Developments that benefit from early positioning and soft-launch strategies to build a qualified pipeline before the units are physically ready to view.

If your project fits one of these profiles and you're looking to reach international buyers — Americans, Europeans, remote professionals, second-home buyers — this page outlines how that process works.

Every development has a buyer. The question is whether the marketing finds them or talks past them.

Positioning starts with identifying who is most likely to purchase — not in abstract demographic terms, but in specific, practical ones. What kind of person buys a two-bedroom design-led apartment in Soho? What motivates a family to choose a three-bedroom in Teatinos over renting in their home city? What does a U.S. buyer working remotely need to see in a listing before they'll fly to Málaga for a viewing?

Denise develops the positioning for each project based on:

Buyer persona definition. Who the units are for — by nationality, lifestyle, work situation, and purchase motivation. A development near the CAC in Soho positioned for design-conscious remote professionals requires a fundamentally different narrative than a family-oriented project near schools in Teatinos. The guide to selling to expats and digital nomads covers how these buyer profiles evaluate properties — understanding that perspective informs how the project is presented.

Project narrative. What's the story of the building and its context? A converted industrial space in Soho's creative core tells one story. A restored heritage building in Centro tells another. A modern, efficient development in Teatinos tells a third. The narrative isn't invented — it's drawn from what's genuinely distinctive about the project and articulated clearly for the target buyer.

Unit-level differentiation. In a multi-unit project, not every apartment appeals to the same buyer. Corner units with cross-ventilation, penthouses with terraces, ground-floor units with private access — each has its own positioning within the broader project narrative. Denise helps developers think through this at the unit level, not just the project level.

The positioning shapes everything that follows: the visual identity, the listing descriptions, the channel strategy, and how the project is discussed with prospective buyers.

A launch isn't a single event. For developments — especially those targeting international buyers — it's a phased process.

Pre-launch preparation. Before anything goes public, the foundations need to be in place: positioning defined, visual assets planned, pricing strategy discussed, documentation organized, and a target buyer pipeline identified. This phase happens months before the first viewing, not days.

Soft launch. Presenting the project to a qualified, existing network of buyers before the public launch. This tests the positioning, generates early interest, and in some cases results in reservations before the project is widely marketed. Soft launches work particularly well for developments with a clear buyer profile and limited inventory.

Public launch. The full market release — listing platforms, professional networks, direct outreach, and content that positions the project for discovery by international buyers researching Málaga. The public launch is coordinated, not improvised. Timing, channel selection, and messaging are aligned with the positioning strategy.

Ongoing management. After launch, the work continues: managing inquiries, qualifying buyers, scheduling and conducting viewings, providing feedback to the developer, and adjusting the approach as the market responds. Denise stays involved through the sales cycle — not just at launch.

The seller hub covers the general selling process; for developers, the timeline is longer and the coordination is more involved, but the principles are the same.

Málaga's buyer pool extends well beyond Spain. Reaching international buyers — from the U.S., UK, northern Europe, and beyond — requires more than translating a listing.

Presentation that works internationally. The project materials need to communicate clearly to someone who has never been to Málaga. That means explaining the neighborhood, the daily rhythm, the proximity to transport and amenities — not just the finishes and the floor plans. International buyers build their shortlist remotely. If the presentation doesn't answer their questions, they move on.

Multilingual clarity. Listings, descriptions, and communication in the languages your buyers speak. Not machine translation — considered, professional content that reflects the positioning and feels natural to the reader.

Buyer-profile-specific outreach. Different buyer profiles use different channels and respond to different cues. A remote professional evaluating Soho's creative district has different information needs than a second-home buyer looking for a lock-and-leave investment. The distribution strategy reflects these differences rather than treating all international buyers as one audience.

Network and direct outreach. Denise's existing client base includes active international buyers at various stages of their search. For projects that match their criteria, direct presentation — before or alongside the public launch — puts the development in front of qualified, motivated buyers. This is not a promise of guaranteed interest. It's a structured approach to reaching the people most likely to engage.

Developer time is expensive. Unqualified inquiries waste it.

Denise qualifies every prospective buyer before they receive detailed project information or access to viewings. This means:

Financial capacity. Confirming that the buyer can realistically proceed — whether through cash, Spanish mortgage, or international financing. For non-resident buyers, this includes understanding the financing landscape (typically 60–70% LTV for non-residents) and whether the buyer has started the process.

Timeline alignment. Is the buyer planning to purchase within the project's sales window, or are they "exploring"? Denise establishes this directly, so developer resources are focused on buyers who are genuinely in a position to act.

Purchase intent and fit. Does the buyer's profile match the unit they're inquiring about? A single remote professional asking about a four-bedroom family apartment may indicate a mismatch — or may have specific reasons. Denise clarifies before scheduling.

Controlled viewings. All viewings are accompanied, structured, and aligned with the project's positioning. Denise presents the development consistently — using the agreed narrative, answering questions with context, and managing the buyer's experience from first contact through follow-up.

Post-viewing feedback. After every viewing, Denise provides the developer with structured feedback: what the buyer responded to, where they hesitated, whether they're progressing, and what — if anything — should be adjusted in the approach.

This qualification process protects the developer's time, ensures the sales environment reflects the project's quality, and provides data that informs ongoing strategy.

A productive partnership starts with clarity on both sides.

What Denise needs from the developer:

Access to the project — site visits, floor plans, specification documents, and renderings or photography as available. A clear picture of the development timeline: when units will be ready, what's already sold, what flexibility exists on pricing or customization. And a point of contact for coordination — ideally someone who can make decisions or escalate quickly.

What the developer receives:

A positioning strategy (written, specific, actionable). A launch plan with timeline and phasing. Ongoing buyer management — inquiry handling, qualification, viewing coordination, feedback reporting. Regular updates on market response and strategic recommendations. And a single point of contact for the entire international sales process.

How coordination works:

Denise integrates with the developer's existing team — architects, interior designers, marketing agencies, legal counsel — rather than replacing them. If you already have branding or marketing materials, she works within that framework and adds the international positioning and buyer management layer. If you're starting from scratch, she can guide the process from positioning through launch.

You can learn more about how Denise works on the about page.

If you're developing a project in Málaga and want to reach international buyers with a clear, qualified approach, the first step is a conversation.

Request a developer consult — share the basics of your project (location, scale, timeline, target buyer), and Denise will assess how the positioning and distribution process would apply to your development.

Or book a call if you'd prefer to start informally. There's no commitment in a first conversation.