DRUMELIA ANNUAL REPORT: AFTER A RECORD YEAR IN 2024, A RESET YEAR IN 2025, AND WHY THAT’S GOOD FOR THE FUTURE
By Artur Loginov · 32m. reading time
2025 was not the year we planned. After a historic sales record in 2024, our goal was to surpass it again. We prepared, invested, and pushed ourselves to grow beyond an already exceptional performance. We didn't reach that target. As CEO, I take full responsibility, and I want to explain why this matters.
Years like 2025 force you to look deeper, rethink assumptions, and reveal what record years sometimes hide. And they often become the most important years in a company's long journey.
The Numbers
| ANNUAL SALES PERFORMANCE OVERVIEW | |
40 2025 NUMBER OF SALES | 62 2024 NUMBER OF SALES |
€ 137.003.000 2025 SALES VOLUME | € 236,775,900 2024 SALES VOLUME |
€ 3.425M 2025 AVERAGE SALE | € 3.82M 2024 AVERAGE SALE |
| KEY OPERATIONAL INDICATORS | |
10% AVERAGE DISCOUNT | 80% SALES COMPLETED WITH DIRECT CLIENTS |
18 BUYERS NATIONALITIES | 77% TRANSACTIONS INVOLVED DIRECT LISTINGS / EXCLUSIVES |
€16.9M HIGHEST SALE ACHIEVED | 47% SALES CLOSED WITH BOTH DIRECT VENDOR AND DIRECT BUYER |
| *Only closed notary deals | |
Full List of Homes Sold by Drumelia in 2025
DRUMELIA
OUR 2025 SALES STORY
*Only notary sales
A Clarification About the Market
This decline is not a reflection of the Marbella market.
Based on our internal analysis of the 37 leading agencies in the area, overall sales results increased by an average of 7% in 2024. During that same period, Drumelia achieved a growth of 64%, significantly outperforming the market. The decrease observed in 2025 should therefore not be interpreted as a market-driven contraction, but rather as a natural correction following an exceptional year of internal expansion and the challenge of surpassing an already outstanding result.
Market-wide results for 2025 are not yet available, and we will update this analysis once they are published.
A decrease following a record year can easily obscure the underlying reality: the company remains financially strong, operationally solid, and well positioned for sustainable long-term growth.
Why Missing the Target Matters More Than It Seems
Missing the target matters more than it seems, because it hides great opportunities.
- When everything is growing, it's difficult to see the small cracks. Success hides weaknesses and failure exposes them.
- It forces leadership to look in the mirror and search for improvements, and the first step is being honest and open about it. Better leaders and better companies rise from failures, not from successes.
- It protects us from becoming comfortable.
- It can be a moment of reconnection with our mission and a strategic turning point.
- And most importantly, it makes us focus on what will make Drumelia stronger for the next ten years, not just the next twelve months. It reminds us that our purpose is not to chase peaks, but to elevate the real estate industry and deliver more value to clients in every market cycle.
What Worked Well This Year
1. Culture and Purpose Became Tangible
We went deeper into defining who we are and how we operate. Today, hiring only happens when someone is genuinely aligned with our purpose and values. For clients, this means a team that shares the same standards, communication style, and commitment to service.
2. A Stronger, More Balanced Sales Team
This was a defining year for our sales structure. Drumelia is now less dependent on senior agents, and more people are delivering great sales results. Creating space for growth opportunities for all agents is a long-term priority.
Agents like Joaquin, Ralph and Gasper, with 1 to 3 years in the company in 2025 grew their sales by an average +107% compared to 2024. This means more availability, more languages, more personal attention, and a broader base of trusted advisors for our clients. In particular:
- Joaquin Jimenez increased his sales by 60% compared to 2024, with 8 transactions totaling €36M million in sales volume.
- Ralph Beuselinck increased his sales volume by 154% compared to 2024, closing 8 transactions with a total sales volume of €19 million in sales volume.
- Gašper Plahutnik. On his first full year as a property consultant, he achieved 6 sales transactions with a total of €17 million in sales volume.
3. The Drumelia Training Program
We hired three junior agents into a 12–18 month structured training program fully aligned with our mission. With further hiring planned for 2026, our long-term strength will come from people who grow within the company, learn our methods, and develop the Drumelia Way from the ground up.
4. Marketing: The Rebuild Year
In previous years, we experienced rapid, exciting growth in our marketing department, but much of it was unstructured and driven by momentum rather than long-term planning. What we built in 2025 is different. It is intentional, structured, vision-driven, and based on real experience, designed for the next decade, not just for the next cycle.
5. Exclusives Returned to High-Level Service
In 2023–2024, our exclusive listings did not receive the service we aimed for due to the same rapid growth. In 2025, that changed. Service levels rose to where they should be, and we now have a base for further improvement and development.
6. High-end Events for Our Client Base
We introduced a new project focused on adding value beyond the transaction with bigger plans for 2026. Throughout the year, we organised unique, elegant, high-level events that connect our clients with the best that Marbella has to offer, strengthening our relationships and elevating the overall Drumelia experience.
7. Legal and Fiscal Services Became a Competitive Advantage
Our in-house legal and tax departments exceeded expectations, adding significant value for clients and supporting faster, more informed internal decisions.
8. A More Prepared Leadership Group
We close 2025 with a stronger, more coordinated leadership team, eager to create new opportunities in 2026.
Market Behaviour in 2025
Buyers remained active throughout the year, but their behaviour changed. They continued visiting Marbella, viewing properties, and making offers, but with much more caution. Decisions took longer. Offers came in lower, even when budgets allowed for more. Negotiations were more arduous, and buyers wanted more apparent justification before making a decision.
This was not a market without demand, far from it. Marbella continues to attract international clients at a level very few destinations can match. The interest is strong, but the confidence and the pace have shifted. Global uncertainty and the natural slowdown after several exceptional years made buyers take more time before committing.
On the seller side, many expectations remained anchored in the peak years, widening the gap between asking prices and offers. As a market becomes more selective, only the best-prepared and correctly priced properties sell quickly.
None of this was dramatic. It was simply the market adjusting after an extraordinary cycle.
From our perspective, the adjustment did not start in 2025. We saw the market reach its peak around the middle of 2023, followed by a natural post-COVID slowdown of roughly five percent per year. This continued through 2024 and in 2025, amplified by international uncertainty. We believe this cycle brought the market to another natural turning point at the end of 2025.
Importantly, we are already seeing early signs of higher activity. December was a record month for us in both offers and viewings, which is highly unusual for what is typically one of the slowest months of the year. This is a strong indicator that demand remains healthy beneath the slower rhythm of the past two years.
It is essential to highlight that this gradual decline from late 2023 to the end of 2025, and the slow growth we expect for 2026, is precisely what a strong, stable market looks like after an artificial, post-COVID jump. Marbella benefited enormously from the post-COVID years, thanks to its global positioning, climate, outdoor lifestyle, and the significant investment in hotels, restaurants, and services, which has consolidated a unique lifestyle that now attracts far more people from all over the world.
The last two years have not shown any drastic slowdown. Instead, they show a market normalising into a more sustainable and consolidated pace. For us, this confirms that Marbella holds excellent long-term growth prospects, supported by solid fundamentals and consistent international demand.
What We Expect for 2026
The extreme peaks of the post-COVID years are behind us. 2025 brought the natural slowdown that every strong market eventually needs. With it came logical questions from clients. But we already see early signs of movement in the right direction. Not fast, but consistent.
We expect 2026 to reflect a return to a more normal market, similar to the years before the pandemic. Buyers remain active and interested, but without the urgency of previous years. They want a fair deal, a confident decision, and a property that genuinely meets their expectations. When those conditions align, transactions happen.
A key shift is the balance of power. For several years, sellers had complete control. Today, buyers negotiate with more confidence. This creates a healthier, more transparent market for everyone.
In our view, 2026 will be a year full of opportunities, especially for those who used the previous years to learn, improve, and adapt. The urgency is gone, but the demand remains. The market is healthier, not weaker. And the companies that are oriented on improving the quality of service and providing further value to the buyers will thrive.
A Final Thought
Despite not surpassing our 2024 record, Drumelia closes 2025 as a financially solid and operationally stronger company. Our strategy is more straightforward, our team is more prepared, and the quality of our listings and client base is the strongest we have ever had.
What we built between 2020 and 2024 gave us momentum. What we built in 2025 gives us stability. What we will build in 2026 will give us scale.
Thank you for taking the time to read this.
I am proud of the team, grateful for our clients, passionate about what I do, and focused on making 2026 a great year for everyone.
Kind Regards,
Artur Loginov
