Samenvatting

The luxury real estate sector is a complex industry characterized by multiple factors. Hence, exclusivity, complex sales cycles, and, most importantly, the discerning expectations of high-net-worth individuals (HNWIs). Within Spain’s Costa del Sol, Drumelia Real Estate has established itself as a leading boutique agency with a highquality and wide-ranging portfolio and personalized client service. However, despite this strong reputation, internal analysis revealed that the company’s sales conversion rate has plateaued at 25%. Therefore, a statistic quite below the performance of top boutique firms on the coast. This stagnation leads to operational inefficiencies that significantly decrease engagement and sales outcomes.
Furthermore, this paper investigates the root causes of these inefficiencies, concentrating on three primary points: the underutilization of CRM tools, inconsistent and delayed follow-up processes, and a lack of data-driven personalization. Moreover, internal data indicated that only 60% of client leads are consistently tracked. At the same time, interviews and survey results showed that follow-ups often lack structure or occur too late to maintain client momentum. Additionally, converted and non-converted clients reported that interactions sometimes felt generic, failing to reflect their preferences or past interactions. Also, critical flaws in an industry where detail, memory, and responsiveness define a competitive advantage are missing.On the other hand, a mixed-method approach was used to explore these issues in depth. Six qualitative interviews were conducted with stakeholders, including the CEO, senior agents, HNW clients, and an external real estate consultant. In parallel, a client survey (20 respondents) and internal CRM data were analysed to quantify behavioural trends and identify system-level inefficiencies. A comparative benchmarking analysis with three similar firms further validated the diagnosis and highlighted alternative practices involving automation and third-party CRM tools. The use of thematic coding for qualitative insights revealed a consistent narrative. Thus, the firm lacks a standardized, scalable framework to support timely engagement and strategic follow-ups, despite strong intent from the staff.Based on these findings, a practical and scalable solution was developed around three pillars. Thus, CRM optimization and training, implementing an automated and structured follow-up system, and integrating a personalization toolkit for client-facing communication. Together, these elements address both the technological and human aspects of the problem. CRM usage will shift from passive logging to an active strategy, allowing agents to utilize client data more intelligently. Therefore, follow-ups will be standardized and automated, improving speed, consistency, and professionalism. Last, personalization will become system-driven rather than memory-based, delivering more relevant and emotionally resonant client experiences. By implementing this solution, Drumelia Real Estate can close the gap between its brand promise and operational reality. Improved CRM usage and follow-up structure will directly impact conversion rates, while personalization strategies will elevate client satisfaction and retention. Importantly, the solution also lays the groundwork for scalable, future-proof growth by aligning internal workflows with the rising expectations of HNW clients. In doing so, Drumelia will enhance its internal efficiency and reinforce its identity as a premium, client-centric leader in Costa del Sol's competitive luxury real estate market