Guest: Alfredo Bloy-Dawson, one of the leading voices in real estate marketing along the Costa del Sol.
In this episode of Charlie in Sotogrande, I sat down with Alfredo Bloy-Dawson, media strategist and video-marketing consultant to many of the Costa del Sol’s leading agencies. We covered how the market has shifted since the 2008 crisis, why post-COVID lifestyle priorities now drive demand, and the simple content approach top agents use to win trust before a buyer ever steps on a plane.
Post-Covid demand is about quality of life
The sun, food and culture were always here. What’s changed, says Alfredo, is priority: quality of life has moved into the top two for many buyers. The national mix has broadened as well. Where the British once dominated, we now see strong interest from Poland, Germany, Scandinavia and the US. Domestic headwinds (interest rates, politics) may pause some groups, but “desire remains”, and when constraints lift, pent-up demand surges back.
Why “video-first” works
Most agency marketing used to run in silos: a blog here, a few photos there, a separate SEO push. Video collapses that effort into one core asset. Record a clear, useful video, say, a buyer’s guide to Sotogrande, and you’ve instantly got:
- Original, on-brand content (no one can copy you)
- Clips for social
- A transcript you can turn into a blog and email
- Proof of expertise that builds trust
Crucially, it flips lead generation. Instead of chasing anonymous portal enquiries, you attract people who already know, like and trust you, and ask you to find the right home.
Distribution beats perfection
The biggest mistake? Making a lovely video… and leaving it in the “box”. Plan distribution: YouTube (with a small ad push), Instagram/TikTok Reels, LinkedIn, your website, and your newsletter. As Alfredo puts it, “pay to play” doesn’t mean huge spends; often €5–€50 behind a good clip is enough to get it seen by the right people. Don’t chase pixel-perfect either; authenticity outperforms over-produced ads in social feeds.
Personal brand, stock lifestyle
Property, lifestyle and expertise all matter. Only one thing differentiates you: the expertise shown by you. Viewers should finish your video thinking, “This person gets my brief.” That’s why simple, straight-talking market updates, neighbourhood explainers and honest property tours convert better than glossy helicopter shots.
AI is here, stay on the train
AI is already speeding up descriptions, research and repurposing, but it won’t replace genuine, local insight. Keep a foot on the train: use AI to save time, then spend that time creating real, on-camera value your competitors can’t imitate.
Sotogrande vs Marbella: complements, not substitutes
Alfredo’s take: Málaga, Marbella and Sotogrande now form a powerful trio, city culture, high-energy resort living, and low-density residential calm. Sotogrande’s “old-money” feel, privacy, schools, golf, sits apart from the bustle and concrete of the main coast road, and that’s precisely its pull.
Bottom line: If you’re an agent, lead with a helpful video and a clear distribution plan. If you’re a buyer, look beyond portals—follow voices you trust, then brief them. And if Sotogrande is on your list, you’ll find the “art of living” still lives here, quiet streets, serious golf, and a real community.
🎙️ This post draws from insights shared in one of our episodes, available on YouTube and Spotify. For more on Sotogrande’s insider tips, tune in and explore other episodes too.
To discuss areas, schools, and commuting options, or to see a short list of homes that fit your brief, reach out to Noll Sotogrande Real Estate, our incredible Sponsor co-owned with Stephanie Noll, without whom none of this would be possible.
Thank you, Charlie.
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