Drumelia 2025: Strategic Vision & Ambitious Goals

By Natalia Vlasova February 20th, 2025 · 15m. reading time

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On the 7th of February, Drumelia held an important meeting, where all 7 in-house departments presented their vision and strategies on how they are planning to make their contribution towards the ambitious company sales goal. We believe that only together can we go far, so every action of every team member marks the difference, making a collaboration essential to achieve new heights, always in line with our mission, vision, and values. 

During the text, you will notice that the main direction that we are taking this year is focusing on Quality over Quantity, personalization of efforts, excellent customer service, and building strong interpersonal relationships. 
Although Drumelia has been on the market for more than 20 years, we believe that this is just the beginning! We hope that after reading this text today, you’ll get a clearer idea of what this means to us.  

Drumelia is not just about selling properties, it’s about shaping the future of real estate in Marbella and beyond. 

Our mission in Drumelia is to elevate the image of a real estate agent, expand the horizons of a career in real estate, and innovate the sector to provide excellent service to our clients. 

To read more about our mission and each pilar, please see the end of this blog, where Artur Loginov, our Team Leader, shares with the team the important details.  

Reflecting on last year, Drumelia has laid the path to some important changes, such as updating the user experience and design of our website, improving organization of the departments, and building processes in CRM that provide an even more individual approach to our clients.  These changes have set the stage for an ambitious year ahead, with the launch of the new Exclusives Department focusing on the service for the owners, careful selection of homes for our buyers, and enhancing brand prestige. The Marketing Department’s strategic focus on quality listings and personalized client engagement stands at the core of all campaigns and projects, making sure to help find the right home for the right buyer. An improved model of service with 360º care by the Legal and Finance departments aims to increase the level of support and value that we provide to our clients during the process of buying or selling.   

 Our collective target for 2025 is to achieve € 420,000,000 in sales volume, representing a significant increase compared to the last year´s achieved figure of € 236,775,900. 

This requieres: 

• 96 deals, up from 62 last year. This year we have already started with 18 deals in the pipeline, a combination of overlapping deals from last year and this year. 

• A focus on organizing more in-person viewings for potential clients to create stronger interpersonal relationships and truly understand clients' needs. 

• Increase in repeat business and recommendations by improving the quality of service before, during, and after the sale. 

• Expand the product portfolio with the homes that our clients are looking for, strengthening our market position as a referral agency for the best luxury homes in Marbella. 

Each agent will have personalized goals based on performance, market knowledge, and years of experience. Achieving these objectives will require the collective effort of every department and individual within the company, so when it comes to the established team of 10 sales professionals, 2 sales responsible and unlimited professional tools, we will be focusing on continuous training and improvement of best practices, to make sure that we leverage the deep knowledge and motivation while providing excellent service to our clients. 

To achieve the sales goals this year, the Listings Department aims to generate €300,000,000 in sales volume, representing 72% of the total sales goal for 2025, with 7 out of 10 homes sold this year being a direct listing. The Listings Department's mission this year is simple yet impactful: Together, let’s work towards success!
They are convinced that the #1 reason why we all work in this business is because we like to help people. Therefore, while the main responsibility of the Listings department is to handle the properties, their two focus areas this year will be the owners & the Drumelia agents. 

• For Owners: 

• • Launching a proactive follow-up system to address their concerns and provide personalized attention, be proactive instead of being reactive. 

• • Introducing a new valuation system to offer realistic pricing based on market demand, not inflated valuations to win listings.

• For Drumelia Agents: 

• • Implementing a new acquisition strategy (online and offline) to expand the property database of properties to offer to the clients.  

• • Ensuring legal and urbanistic compliance for all properties to make transactions smoother. 

• • Securing exclusive access to a unique portfolio available only at Drumelia, in collaboration with the Exclusives Department.  

The product portfolio stands at the core of Drumelia’s operations, as it serves as the foundation for smooth collaboration across all departments. By maintaining full control over the portfolio—its quality, accuracy, and exclusivity, working closely with marketing department and tools, they enable agents, legal, and other teams to deliver exceptional service to clients.  

The newly established Exclusives Department aims to redefine what it means to hold a Drumelia Exclusive. By prioritizing quality over quantity, the department’s goal is to provide value for both buyers and sellers, with the tailored service, improved staging, strong legal control of properties, more strategic marketing and sales actions, including private viewings for agencies, and best possible outcomes for everyone involved.  

• Target: €166,666,215 in sales volume from exclusive property sales, as a part of the total Listings goal of €300,000,000. This represents 40% of the overall company sales goal for 2025, assuring the three teams work as one. 

• Reach 24 property sales by year-end (up from 15 in 2024). 

• Reduce time on the market to under 7.5 months by improving the pricing strategies, staging, tailored marketing campaigns, and requirements for becoming a Drumelia exclusive.  

• End the year with more exclusive contracts renewed or extended compared to last year, we should end with fewer than 2.5 properties lost/not sold.  

• List 1 exclusive a month.  

“For me, a Drumelia Exclusive is more than just a property; it’s a mark of trust and excellence. For buyers, owning a Drumelia Exclusive means acquiring one of the finest homes on the market—handpicked, and presented to the highest standards. For sellers, entrusting Drumelia with an exclusive sale is a statement of pride and confidence, knowing that their property will achieve the best possible outcome through our expertise, commitment, and brand prestige.” – says Ines Ponferrada, the Exclusives Responsible at Drumelia Real Estate.  

The Marketing Department is vital to Drumelia's success, as it plays an important role in helping the previously mentioned goals become reality. With a strong in-house marketing team professionals, responsible for controlling the quality of product presentation, generation of new business, brand image and client experience, marketing team aims to help sales, listings and exclusives achieve their sales goals.   

Following this, their key priorities for 2025 include working deeply on each point: 

1. Improving lead quality and conversion rates to help the sales agents generate more direct business with higher average checks.  
2. Strengthening online and offline lead generation efforts to develop closer relationships with the clients. 
3. Collaborating closely with sales and listings teams to enhance the presentation of properties to make sure there is always the right house for the right buyer.  
4. Elevating the client experience through personalized marketing strategies, segmentation, and appealing to the needs of clients.  

While leads generation is a very important aspect of Drumelia’s marketing strategies and campaigns, this year marketing will be focusing on personalization of all the efforts, to enhance the value and experience that the client receives through every touch he gets with Drumelia.  

Drumelia’s Legal and Finance teams are instrumental in fostering client trust and supporting other departments. By offering a 360 service, including guidance before, during and after the sale, the team ensures that the client is well informed to make the right decision, receives help through every step of the process, and feels confident. we will be stronger if we ensure that Drumelia becomes the go-to real estate advisor for each of our clients, covering all aspects related to their property in Spain. This includes accompanying the client from the moment they intend to invest in a property in Marbella to the moment they ultimately transfer it. 

As for the internal client, also known as our team members, the departments provide valuable support for the internal processes and policies, making sure that everyone feels supported and strong to continue delivering exceptional service.  

Key objectives for 2025 include: 

• Increasing involvement in sales operations from 17% to 24%, allowing even more support for each process.  

• Providing pre- and post-sale services to enhance client loyalty, which is crucial for a bigger goal of building long-lasting relationships.  

• Offering practical legal training for agents to help them stay updated with the latest regulations to assist professionally any client´s enquiry, as well as educate the clients directly through a stronger digital presence. 

• Refine monthly reports to allow agile analysis for real-time decision-making and adjustments.  

• Optimize financial resources, aligning strategies with commercial goals to maximize sales.  

Integrating legal services directly into the sales process not only builds trust but also promotes customer loyalty. This, in turn, can help improve our sales figures and achieve the planned goals for this year. This comprehensive approach, combined with our digital marketing strategies, allows us to offer a complete and satisfying experience to our clients, while also strengthening the internal processes.   

The Concierge Department plays a vital role in enhancing the client experience by offering personalized support and control over the result that the client envisions. Their efforts not only add value to the client journey but also strengthen the quality of our overall service by: 

• Providing personalized services to clients who purchase properties with us, such as managing renovation of homes.   

• Assisting agents in delivering higher-quality services related to concierge inquiries. 

• Aiming to increase client satisfaction through dedicated concierge support. 

This team of 5 professionals is an integral part of the 360-degree service approach we previously highlighted in the Legal and Finance department, ensuring comprehensive care and excellence at every stage of the client experience.  

Our HR strategy focuses on addressing the company’s evolving needs and priorities, ensuring alignment with Drumelia's goals and values. These efforts contribute to a more collaborative and high-performing organization.  

Key areas of focus are: 

1. Talent Management: Attract, retain, and nurture talent through efficient tracking systems, strong employer branding, and seamless onboarding. Prioritize engagement, career development, competitive compensation, and a positive workplace culture, with retention metrics ensuring improvement. 
2. Training Programs and Career Development: Empower employees with continuous learning, including skill development, workshops, certifications, and mentorship. Support career growth, succession planning, leadership training, and team building to boost collaboration and creativity. 
3. Organizational Culture:
   Foster a values-driven culture with open communication, engagement, and psychological safety. Promote innovation, align processes with company values, and create a supportive, motivating environment. 

These priorities were chosen because they are essential for fostering a strong, engaged, and aligned workforce. By improving retention, satisfaction, and culture, HR aims to support long-term success, enhance productivity, and ensure Drumelia remains an attractive and motivating place to work. Additionally, we strive to improve communication and collaboration across departments.  

"The possibilities that I see when I look into the future are mind-blowing." - Artur Loginov, Team Leader  

We are preparing the first steps to start an innovative school project to train aspiring sales agents to join the Marbella real estate market. The initiative aims to provide a 12-month training program for individuals with no prior experience but who wish to build a successful career in the industry and become a sales agent. 

• Teacher-led Development: A teacher, working closely with company leaders, will design a comprehensive training program. 

• Global Recruitment: By September, we aim to select 10 students from around the world. 

• Paid Learning: Students will receive compensation to have accessibility regardless of their financial status. 

• Long-Term Vision: If successful, the program will be repeated annually, strengthening Drumelia's reputation and supporting potential future expansion. 

This project will attract fresh talent to help find the people who are ready to transform the industry, in line with company’s mission to elevate the real estate profession, expand career opportunities, and innovate within the industry, creating a positive, long-term impact. 

To better understand Drumelia´s mission, we invite you to read the following insights that Artur, our Team Leader, shared with the team: 

“Our mission is to elevate the image of a real estate agent, expand the horizons of a career in real estate, and innovate the sector to provide excellent service to our clients. 

A mission tells us the ultimate goal of today’s work, of an individual and of the team, a bigger purpose than money or short-sighted goals of an individual. All employees, the whole team are individually and as a group responsible for achieving it.  

Our mission holds four strong messages that should be like a north star, always guiding our decisions.  

1. Elevate the image of a real estate agent  

The image of a real estate agent is something bigger than an individual; its almost like a symbol and needs to become better if we want our kids to consider it as a career. Every single one of us participates in elevating the image with our daily work. 

Following this bigger cause will impact the life of people worldwide and will improve our results in this job. I truly believe this; If we think long term, in 10 years from now, we can make a lot of positive change in the world in this industry and, consequently, for ourselves. If we elevate the image of a real estate agent, we will inspire people to choose this job and maybe achieve big things.  

Also this clearly defined mission will create a big positive change in the whole team and specially the sales department when the sales agents become more accountable to this mission and understand that as they are much closer to the clients and spend more time outside the office, their actions are directly impacting the image of a real estate agent which we all are creating within the walls of the office. The agents should feel more responsible and prouder to be at the forefront of elevating our image and understand that they have the power to multiply all our joint efforts or destroy years of efforts in a matter of seconds. This understanding and accountability for this mission, if honest, will create a huge impact on the sales agent's behavior, and on all our behaviors as a team, and one step at a time, we will achieve big things!  

2. Expand the horizons of a career in real estate  

Years ago, I probably didn’t even think that HR, an exclusives department, or bringing Yaroslav or Kemdrix, people without previous real estate experience with new responsibilities, could be the answer to a better real estate agency path. I think that real estate can be shaped to a totally new format in response to modern tendencies and possibilities, and if we work in this direction, expanding the horizons, we can achieve outstanding things that can even surprise us one day.  

3. Innovate the sector 

Undoubtedly, I think we all see that innovation should be part of our mantra.  

4. Provide excellent service to our clients 

We should never forget we are in the service industry, and measuring, taking care of, controlling and improving our level of service in all departments and especially in the sales team.” 

2025 is set to be an important year for Drumelia. Through collaboration, innovation, and commitment to excellence, we will continue to redefine the real estate industry in Marbella. Our vision is not just about achieving sales targets — our vision is to build a real estate company for more people to become successful. 

Here’s to a new year filled with success, collaboration, and achieving great things as one team.