Selling property between Marbella and Estepona is not the same job as selling in a provincial capital inland. Your buyers live in another country, half your listings belong to someone else’s agency, and the real conversation happens on WhatsApp in a language that may not be yours. This page is about what that asks of a CRM, and how LeadWing answers it.
The reality of the Marbella market
Demand here arrives from abroad. British, Swedish, Norwegian, Danish, German, Dutch and Belgian buyers are the ones you meet most often, with plenty of others alongside them, and most are buying a second home rather than relocating for a job. That shapes everything downstream: the decision takes months rather than weeks, a partner or a family is involved, the trip is booked around your viewing day, and your first reply is read on a phone in another time zone.
The stock is just as varied as the buyers. A villa in Nueva Andalucía, an apartment on the Golden Mile, a townhouse in San Pedro, a new build up in Benahavís, something newer and better value heading west towards Estepona. The same buyer often wants to see three of those in an afternoon, and what they say they want usually changes after the first two.
You sell for more than one agency
An independent agent on this coast rarely sells only their own listings. You show what fits the buyer, wherever it sits, and you share the commission with the agency that holds the mandate. Names like Norma Frank, Solvilla or Drumelia are the kind of agency that ends up on those tags — examples of a crowded local ecosystem, not partners of ours and not an endorsement in either direction.
So in LeadWing every lead carries the agency it came through. One book covers every agency you work with, a client card never loses track of whose listing the buyer is chasing, and you can see which relationship is actually producing deals rather than just producing viewings.
Your buyers do not all speak the same language
A client card holds the language and the nationality next to the budget, the notes and the hot or cold flag, because on this coast those two fields decide how you write every message that follows. When it is time to follow up, LeadWing drafts the WhatsApp message or the email in the client’s own language. You read it, change what you want, and send it — nothing leaves without your approval.
The leads come from portals
Idealista and Fotocasa bring the Spanish-language enquiries; Kyero brings the international ones, often written in English, German, Dutch or a Scandinavian language. They land in an inbox, several at a time, mixed in with the rest of your email, and the agent who answers first usually gets the viewing.
Paste an enquiry — from a portal, an email or a WhatsApp — into LeadWing and it comes back as a ready-to-save lead with the name, phone, language and budget already filled in. Then it is in your pipeline rather than in your inbox. If portal enquiries are most of your day, the guide to managing Idealista leads goes through answering and qualifying them step by step.
WhatsApp is where the deal actually happens
Nobody flying in for a weekend of viewings waits for an email. They message you, at odd hours, from a number with a foreign prefix. LeadWing writes the message and opens it in WhatsApp, so it goes from your own number and the thread stays where your client already keeps it. For the messages you send constantly — the confirmation, the directions, the thank-you after a viewing — save them as templates and stop retyping.
Quiet clients are the expensive ones. Auto-engage watches for the buyer who has gone silent since the trip and surfaces them with a message already drafted, which is the difference between meaning to follow up and following up.
The viewing day
A client flies in Friday, you have a Saturday afternoon and four properties across three municipalities, and everything after that depends on what you remember about it. LeadWing keeps that day together:
- Book each viewing on a month calendar, get a reminder before it, and send the client a WhatsApp confirmation in one tap the night before.
- Sync the calendar to Google Calendar, so the day shows up wherever you already look.
- Log every property the buyer actually saw, with photos, so next week you know which villa they meant by “the one with the big terrace”.
- Record each offer against the asking price, and keep the passport, the NIE paperwork and the reservation contract filed on the same client card.
- When a new listing comes in, see which of your buyers it fits on budget, property type and bedrooms, instead of scrolling your own memory.
What it does not do
Rentals are not in it yet. LeadWing is built around sales pipelines, so if long or short-term lets are a real part of your income you will still be handling those somewhere else for now. There is no WhatsApp inbox either: messages are drafted for you and open in WhatsApp, but conversations are not pulled into the app and nothing is ever sent automatically on your behalf. And it is not an agency back office — it does not publish your listings to the portals or run a team’s administration. It is one agent’s book, isolated from every other agent’s.
What it costs, and where to go next
Free covers up to 3 clients with every feature included, no card and no time limit, which is enough to run a real buyer through a full viewing trip before you decide anything. Pro is €29 a month or €276 a year plus IVA for unlimited clients, and the first 20 paying agents keep the founding price of €19 a month for as long as they stay subscribed. The pricing page has both plans side by side.
For the wider picture beyond this coast — portals, foreign buyers, co-broking and how the alternatives compare — read the real estate CRM for Spain page. To see the product itself, the home page walks through a client card, the pipeline and the follow-up drafts. LeadWing is not built in one city, but it is built for the way agents on the Costa del Sol work.