The default Spanish-agency portal stack is "everything, everywhere" — listings sprayed across Idealista, Kyero, Fotocasa, Habitaclia, plus an aspirational push to LuxuryEstate.com and JamesEdition. The reality is that for any single Marbella property, two portals carry 70-90% of the qualified buyer traffic and the rest distribute filler. Knowing which two depends entirely on price tier and target buyer origin.
For Marbella properties under €2M, Idealista carries 60-75% of qualified buyer traffic and Fotocasa/Habitaclia split a long-tail residual. For €2-5M, Idealista and Kyero together carry 70-85%; the international portals begin to matter. For €5M+ trophy stock, Idealista falls to 25-40% as a share of qualified buyer traffic and specialist luxury portals (LuxuryEstate.com, JamesEdition, Mansion Global, PrivateProperty.com) plus international generalists (Rightmove International, Zillow expat) become primary. Average days-on-market correlates more strongly with pricing discipline and photography quality than with portal selection — but skipping Idealista for any sub-€10M property is a structural error, and skipping luxury portals for €5M+ trophy is equally wrong. Portal cost in 2026 runs €0-280/month per listing per portal; premium positioning fees on Idealista alone can reach €400-1,200/month.
Idealista holds 65-75% market share of organic Spanish property search and is the default starting point for 80%+ of Spanish-resident buyers, 60-70% of UK and German buyers researching Spain remotely, and 40-50% of US, Russian, and Middle Eastern buyers as a verification layer after they have identified a property elsewhere. There is no scenario under €10M where the seller benefits from skipping Idealista.
Cost structure 2026. Free standard listing for any agency with an Idealista Pro subscription (which most agencies hold). "Premium" upgrade — listing rotation, hero placement in zone search, multi-image hero — runs €200-450/month per listing. "Top" upgrade adds top-of-search-results positioning at €450-1,200/month per listing. For €2M+ stock, premium is the working minimum; top placement is sometimes appropriate at trophy tier but the marginal lift over premium is modest.
Lead quality. Mixed and high-volume. A typical €4M Sierra Blanca villa generates 6-12 enquiries per week on Idealista. Roughly 1 in 15-25 has the means and intent to transact at the listed price. The agency-side qualification work is meaningful — and the better agencies pre-screen all Idealista enquiries through proof-of-funds and discovery calls before forwarding to the seller's representation team. The Muse process is documented in the pillar Selling Marbella property complete guide 2026.
Average days-on-market on Idealista (Marbella, 2025-2026 data). Apartments €700K-1.5M: 65-110 days median. Villas €1.5-3M: 95-160 days. Villas €3-5M: 130-220 days. €5-10M: 180-340 days. €10M+: typically multi-year, frequently switched to off-market mid-listing. These numbers move materially based on pricing discipline — properties priced inside the Tinsa-aligned band sit in the lower half of the range, properties listed 10-15% above market sit in the upper half or roll past it.
Kyero is the Spain-property portal optimised for English-speaking international buyers. UK, Ireland, Sweden, Norway, Netherlands, Germany expat-buyer traffic disproportionately uses Kyero as a primary search tool. Kyero ranks lower than Idealista on Spanish-resident search but ranks higher on Google.co.uk for "Spain property" and adjacent queries.
Cost structure 2026. Standard subscription for agencies €60-180/month covering listing distribution. Featured listing upgrade €40-120/month per listing. Significantly cheaper than Idealista for the international-buyer-share that Kyero captures.