LPA: origin, objectives and evolution of a key association on the Costa del Sol

15 Jan 2026 | News and Updates

In just a few years, the LPA (Leading Property Agents of Spain) has emerged as one of the most important associations in the Costa del Sol property market. Founded in the midst of the pandemic, its origin, structure and purpose are directly related to the need to professionalise a sector characterised by fragmentation and lack of regulation, especially in a market as active as that of estate agencies in Marbella.

In addition, on 12 January 2026, LPA Studio España was launched on YouTube, an extension of the LPA in audiovisual format, completely new and created to provide information and reassurance to the association’s users, as well as to property owners and future buyers.

In its first season, the series, Entre casas y charlas LPA, mas allá del lujo (Between houses and chats LPA, beyond luxury), combines conversation, market analysis and properties to address the present and future of the real estate sector on the Costa del Sol together with estate agents and key professionals.

Here is episode 1: What is the LPA? As I mentioned, it is a mixed format that combines interviews with luxury villas. I hope you like it:

The beginning: a call in the middle of lockdown

The story of the LPA begins in 2020, at one of the most uncertain times for the market and society in general. It was then that José Carlos León, current vice-president and founder of Nvoga, decided to take the initiative and bring together different professionals from the sector. The first call was made to Setareh Moregui, director of Gilmar’s International Department, who remembered being at home with her children when she received the proposal. Despite the chaos of the moment, she immediately agreed to be part of the project, committing to an active front line.

That initial initiative led to a series of virtual meetings and conversations with other estate agents who, together, saw the need to create an organisation that would bring unity, a voice and structure to the real estate sector on the Costa del Sol.

A response to market disorder

The LPA emerged as a reaction to a situation of widespread disorder. The real estate business, especially in areas such as Marbella, Benahavís and Estepona, has a strong international presence. However, unlike other countries where the profession is regulated and requires specific training, in Spain anyone can work as a real estate agent without any kind of licence. This lack of regulation translates into a lack of confidence on the part of international clients and unprofessional practices on the part of some operators.

The LPA seeks to reverse this situation from within, with a self-regulation model based on collaboration, professional ethics and continuous training.

Collaboration between estate agencies in Marbella and the Costa del Sol

One of the fundamental values of the LPA is collaboration between agencies, overcoming traditional competition. As Álvaro Botella, current president of the LPA and managing director of Berkshire Hathaway in Madrid, explained to us, the association has allowed agencies to meet face to face, get to know each other and create a community where mutual respect and transparency reign. Although competition still exists, there has been a real change in the way agencies interact: now they share information, collaborate on transactions and respect common rules.

Membership requirements and commitment

To join the LPA, it is not enough to simply operate in the market. Members must have a physical office, be up to date with their tax and social security obligations, have civil liability insurance and at least three years of professional experience. In addition, three current members of the association must vouch for the professional conduct of the new candidate.

This selection process ensures that members share a common vision of the sector and adhere to a code of ethics that seeks to raise quality standards.

Tangible and intangible benefits of belonging to the LPA

Belonging to the LPA is now a seal of quality. When it comes to attracting properties, presenting your LPA membership can make all the difference. Developers and owners highly value agencies that belong to a network of professionals committed to transparency and good practice.

On a practical level, members have access to training, events, agreements with companies and exclusive collaboration channels. But the most important benefit, according to its founders, is the joint drive towards a more professional, fair and sustainable market.

Relationships with other entities and institutional role

The LPA is not limited to the Costa del Sol. It is part of the FAI (Federation of Real Estate Associations), and its members have actively participated in national conferences, such as the one held in Toledo, where experiences were shared with agents from other regions. This relationship allows the LPA to influence regulatory proposals, avoiding mistakes made in other autonomous communities.

At the local level, the LPA also seeks greater involvement from local councils and the Andalusian Regional Government. One of its objectives is to participate actively in urban development and land use planning, especially with regard to the release of land, general plans and the adaptation of infrastructure to the growth of residential tourism.

New challenges: training, regulation and international alliances

Among the major challenges for the future is the need for official, standardised training for estate agents. Other autonomous communities already offer accredited 200-hour courses, and the LPA is working with the Regional Government of Andalusia to achieve something similar in this region.

The possibility of alliances with international associations is also being considered, following the example of other professional organisations. The idea is to expand the LPA’s reach and strengthen its position in an increasingly competitive global market.

Conclusion: an organisation with real impact

In just a few years, the LPA has gone from being an idea shared during lockdown to becoming an organisation that brings together more than 100 real estate companies on the Costa del Sol. Its impact is palpable: it has raised the perception of international clients, generated trust among professionals and marked a turning point in the way the sector works.

Today, belonging to the LPA is not only a guarantee of professionalism, but also a statement of intent: to actively contribute to a more ethical, collaborative property market that is prepared for the challenges of the future. And for estate agencies in Marbella, it represents a concrete opportunity to join a network that promotes excellence and customer confidence.