Selling a home on the Costa del Sol: the most common mistake that stops a property from selling

A few months ago I visited an owner on the Costa del Sol (Calahonda, Mijas) thanks to a recommendation from a neighbour I had worked with before. During our conversation she told me her home was already on the open market with two estate agencies.

I knew the development, the amenities and the area perfectly. I was clear on how to position the property and what kind of buyer would fit. However, when she told me the asking price, I realised there was a major problem: it was well above the real market value.

This is, without doubt, one of the main reasons why many homes in Mijas, Fuengirola or Marbella don’t sell.

The main mistake when selling: setting the price from emotion, not from the market

For any owner, their home is unique. It’s full of memories, investment and effort. But the buyer compares prices, location, condition and extras.

The market doesn’t value the home’s personal story, but its position against other similar options. When the price isn’t aligned with reality, the home enters a process of commercial wear: many viewings, few offers and a progressive loss of interest.

Why an exclusive listing works better

Many owners fear exclusivity because they think it limits exposure. In reality, the opposite is true. When an agent works exclusively, they can design a proper pricing strategy, invest in professional marketing, filter qualified buyers, and coordinate viewings efficiently. The agent also gets paid only if they sell, ensuring alignment of interests.

The real outcome: a home that didn’t sell

After several months on the market and passing through numerous agencies with no clear strategy, the owner decided to withdraw the home from sale. It wasn’t a demand problem. It was a price and marketing method problem.

How to sell successfully

If you’re thinking of selling, these are the key points: realistic valuation, positioning strategy, professional marketing, exclusive listing with collaboration, and buyer screening.

If you’re thinking of selling your home in Mijas or on the Costa del Sol, I’ll be delighted to offer you a realistic valuation and a marketing plan adapted to the current market.