Christie’s International Real Estate Madrid at SIMA 2026: Our CEO at WIRES Talks
· 3 min. read · by Christie's International Real Estate Madrid
A conversation about what is really happening in the market
On 22 May, SIMA 2026 took place and once again established itself as the leading gathering point for the real estate sector in Spain. The programme brought together some of the most relevant voices in the residential market, among them our CEO Olga García, who participated as a speaker on the panel discussion entitled "Residential Product: Aligning Real Demand, Pricing and Market Supply in Major Capital Cities" an analytical forum that brought together complementary perspectives from development, sales and the technical management of the residential market.
The panel included Montserrat Cercadillo, Director of the Real Estate Division at Hercesa; Alfredo Díaz-Araque, Managing Director of APCESPAÑA; and Laura Monzón, Technical Director Madrid at La Llave de Oro. The session was moderated by Marta Pallarés, Co-Founder and CSO of Zenova Madrid.
Product, price and buyer: three variables that can no longer be read in isolation
The debate centred on three questions that are currently top of mind for all players in the residential market: which products are actually performing well, how the buyer profile is evolving, and how developers and sales agents are adapting in terms of data, channels and commercial management.
Today's residential buyer is better informed and more selective. They compare more, take longer to decide, and demand ever-greater consistency between the product being presented and the price at which it is offered. In this context, pricing is no longer an isolated variable, it becomes a strategic tool that must respond to a precise reading of the market and the specific buyer each project is targeting.
From the perspective of Christie's International Real Estate Madrid, this evolution of the buyer is not a new trend, but rather the consolidation of a shift that has been taking shape for years in the high-end segment. A profile that does not buy on impulse, that values factors such as location, design, surrounding amenities and the quality of life associated with each project, and that expects the buying experience to match the standard of the product being acquired.
Adaptation as a response
Another key theme in the debate was the evolution of commercial strategies in an increasingly demanding environment. Digitalisation, data analysis and lead management have become essential tools for anticipating trends and aligning supply with a demand that is not always expressed explicitly. For Christie's International Real Estate Madrid, this capacity for adaptation means combining deep knowledge of the local market with a global understanding of the high-end buyer a profile that operates across multiple markets simultaneously and compares not only assets, but experiences and service standards.
Conclusion: sharing knowledge, building an industry
The participation of our CEO Olga García as part of WIRES Talks at SIMA 2026 reflects the commitment of Christie's International Real Estate Madrid to sector-wide dialogue and to an approach to the real estate market grounded in analysis, listening and collaboration between professionals. At a time when the residential market faces complex challenges, gatherings of this kind are essential for building a shared vision and moving with greater precision towards where the market is heading.