14 May 2026

Residential property and its alignment with actual demand were the focus of Hercesa’s contribution to a new session of WIRES TALKS, the analysis forum organised by WIRES, Women in Real Estate Spain, as part of SIMA 2026, one of the leading events for the property sector in Spain.

Hercesa took part in a new session of WIRES TALKS, the discussion forum organised by WIRES (Women in Real Estate Spain), as part of SIMA 2026, one of the leading events for the property sector in Spain.

Montserrat Cercadillo, Head of Hercesa’s Property Division, took part in the round-table discussion entitled “Residential property: balancing actual demand, pricing and market supply in the major capital cities”, a session focusing on the key challenges currently facing the residential property market: which products are successful, how buyer behaviour is evolving, and how developers and marketing firms are adapting to an increasingly demanding environment, characterised by the need to align product, price, location, sales channels and actual purchasing power.

A residential market undergoing change

The session focused on one of the sector’s major debates: the need to align the residential supply with a rapidly evolving real demand. In major capital cities and metropolitan areas, the residential market demands an increasingly precise understanding of buyers’ needs, their financial capacity and the factors influencing their final decision.

In this context, reflection on residential property takes on strategic importance. It is not simply a matter of building homes, but of understanding what buyers really need, which property types best suit their lifestyle, and how companies must adapt to offer viable, attractive and sustainable solutions over the long term.

Product, price and buyer: three interconnected factors

During the round-table discussion, participants addressed issues relating to pricing, changes in buyer profiles and the role of market information in decision-making. The discussion provided an opportunity to share different perspectives from the fields of property development, marketing, technical management and sector analysis.

Alongside Montserrat Cercadillo, the event was attended by Alfredo Díaz-Araque, Managing Director of APCEspaña; Olga García, CEO of Christie’s International Real Estate Madrid; and Laura Monzón, Technical Director for Madrid at La Llave de Oro. The session was moderated by Marta Pallarés, Co-Founder & CSO of Zenova Madrid.

From Hercesa’s perspective, forums of this kind provide an opportunity to share the experience of a company with a long track record in housing development, the planning of new urban areas and the creation of residential projects tailored to people’s real needs.

The importance of listening to the market

Today’s residential buyer is better informed, compares more options, assesses their purchasing power more carefully and increasingly values aspects such as location, price, property design, amenities, local services, transport links, the flexibility of the spaces and the quality of life associated with each development.

In this regard, Montserrat Cercadillo emphasised during the talk that, when we talk about residential demand, “the customer does not buy a house on a whim”. The decision to buy a home continues to have a very significant rational component, linked in particular to location, price, the property’s design and amenities. However, it also reflects an increasingly aspirational outlook: buyers are looking for an ideal home that will bring them a sense of well-being, improve their day-to-day lives and enhance their quality of life.

As an example of this shift in demand, Montserrat Cercadillo highlighted Nueva Valdeluz, a development in which Hercesa is investing because it enables the company to offer a residential product that is on a par with, or even better than, that found in any high-demand area of Madrid or the Corredor, whilst also incorporating a unique selling point that is increasingly sought after by buyers: a genuine quality of life.

For this reason, property developers must adopt an increasingly cross-functional approach, incorporating market data, commercial analysis, active listening to market demand and coordination between the technical, commercial, town planning and financial departments. Lead management, new digital channels and the information generated throughout the sales process have become essential tools for anticipating trends and better tailoring each residential development.

Adaptation, data and new sales channels

Another topic covered in the presentation was the evolution of commercial strategies in the residential sector. In an environment where buyers enter the decision-making process with more information and higher expectations, companies must be better able to identify their needs, support them throughout the entire journey and offer a coherent approach that aligns the product, price and shopping experience.

Digitalisation, data analysis, lead management and the combination of in-person and digital channels provide a better understanding of demand patterns and improve sales efficiency. This adaptation is particularly important in a market where a home is valued not only as an asset, but also as a space for living, wellbeing and personal fulfilment.

Hercesa: a commitment to residential development tailored to people’s needs

Montserrat Cercadillo’s participation in WIRES TALKS reinforces Hercesa’s commitment to sector-wide dialogue and to an approach to property development based on experience, listening to the market and continuously adapting to society’s needs.

At a time when housing plays a central role in the economic and social debate, Hercesa remains committed to residential projects that create value for their local communities, meet genuine demand and contribute to the balanced development of cities.

WIRES, a leading platform for female talent in the property sector

WIRES, Women in Real Estate Spain, is an association made up of female board members and executives in the property sector which works to raise the profile of women in the property sector, advance their careers in senior management and encourage their participation in decision-making bodies.

Hercesa’s participation in events of this kind also provides an opportunity to continue sharing knowledge, foster collaboration amongst professionals and contribute to the discussion on the current and future challenges facing the residential property market.