Grupo Marbella reduces luxury real estate sales cycle by 35% with abemonFLOW

The challenge

Grupo Marbella is a real estate developer specializing in the luxury segment on the Costa del Sol. With a portfolio of 6 active developments simultaneously and average unit prices above 1.2 million euros, each sales transaction is a complex process involving multiple departments, legal advisors, financial institutions, notaries, and public administration.

The average sales cycle, from first viewing to notary signing, was 14 months. Not because clients were slow to decide, but because the internal process was fragmented. Technical documentation was generated by one department, contracts by another, fiscal matters by a third. Each department worked at its own pace, with its own systems and its own priorities.

Sales agents spent 40% of their time on administrative tasks: preparing sales dossiers, gathering documentation for buyer due diligence, coordinating with tax advisors, chasing the legal department for contract reviews. Time they weren’t spending on what actually generates revenue: selling.

The problem was especially critical with international clients, who represent 60% of sales. A German or British buyer expected efficiency, transparency, and fast responses. When a document took two weeks to arrive, trust eroded. And in the luxury segment, trust is the most valuable asset.

The solution

The Blueprint identified three friction points: document fragmentation, lack of visibility into each transaction’s status, and absence of clear rules about who does what and when.

Orchestration was the layer that generated the most impact. We designed a complete workflow that orchestrates the sales cycle from start to finish. When a client shows serious interest, the system automatically initiates preparation of the sales dossier with all unit documentation. When a reservation is signed, the system generates the deposit contract with pre-loaded data, schedules the legal review, notifies the tax advisors, and calendars the following milestones.

Each step has a defined SLA. If the legal department doesn’t review the contract within 48 hours, it escalates. If the tax advisory doesn’t respond within 5 business days, it escalates. The system doesn’t let anything get stuck in anyone’s inbox.

Visibility connected all the pieces in a commercial dashboard where each agent sees the status of all their deals in real time. Where each sale stands, what documents are missing, what deadlines are approaching, what actions require their intervention. The commercial director sees the complete picture of all 6 developments on a single screen.

Governance defined the rules of engagement. Each role has clear responsibilities, each metric has an owner, each deviation has a protocol. Weekly commercial meetings stopped being manual update sessions (“so, Juan, how’s the German client going?”) and became decision sessions based on real data.

The results

The sales cycle was reduced by 35%, going from 14 months to an average of 9 months. The reduction came fundamentally from eliminating dead time between steps: documents waiting for review, signatures waiting to be scheduled, information waiting for someone to compile it.

Time spent on document management was reduced by 50%. Sales dossiers are generated automatically. Contracts are prepared with pre-loaded data. Due diligence documentation is compiled without manual intervention. Sales agents recovered that 40% of administrative time and dedicated it to selling.

Client deadline compliance reached 98%. When an agent promises a client they’ll have a document by a certain date, the system ensures it happens. International clients, accustomed to efficient processes in their home countries, receive the experience they expect.

Full ROI was achieved in 4 months, driven by the increase in closing speed and the reduction of transactions that fell through due to process delays.

Engine layers used

• Orchestration: Complete real estate sales cycle workflow, from interest to notary signing. Automatic document generation, per-step SLAs, automatic escalation.
• Visibility: Multi-development commercial dashboard in real time. Transaction status, pending documentation, deadlines, and alerts by agent.
• Governance: Ownership of each process phase, automated weekly review cadence, escalation protocols, and team performance metrics.