Luxinmo Real Estate’s journey began in 2009 when brothers Suren and Arman Yeghiazaryan founded Group ‘Galaxia Development SL’. Based in Altea, Spain, the company specializes exclusively in building contemporary luxury homes and has established itself as a significant player in the region.
The evolution of the company, driven by client demands, led to a vast expansion of its activities. In 2016, Arman Yeghiazaryan founded Luxinmo Real Estate as a part of the Galaxia Development SL Group, and by leveraging years of experience in the sector and extensive knowledge of high-quality construction materials, Luxinmo quickly became a formidable figure in the real estate market.
In the dynamic world of luxury real estate, 2023 marked a turning point for Luxinmo with the appointment of Benjamín Ballester as the new general manager. His appointment marks a new era for the company, promising innovative strategies and a fresh perspective. With his experience and insight, Ballester is poised to transform Luxinmo, representing the agency as its visible ambassador, embodying the company’s values and vision.
JamesEdition talked to Mr. Ballester about his experience in the real estate business and the strategies that place Luxinmo above the rest even in the most competitive markets.
Benjamín BallesterGeneral Manager, Luxinmo Real EstateWe set ourselves apart from other local agencies with our strong focus on privacy, which is especially important as we serve high-profile clients, including celebrities. Our approach is not just about offering top-notch real estate services; it's about expanding globally to better serve our diverse clientele. LinkedIn
Since 2016, Luxinmo has developed extensively, expanding to new markets and offering new services to clients. What innovations played the most significant role in your business?
In 2019, we launched Luxinmo Exclusive Services, focusing on off-market sales and the needs of clients seeking maximum confidentiality. In 2020, the company expanded its footprint to Ibiza and further internationalized itself by opening of its first office in Warsaw, Poland, in 2021. New offices in Jávea and Calpe followed in 2022.
Recently, in the summer of 2023, we expanded our portfolio to the Costa del Sol by participating in the marketing of the Tierra Viva development in Benahavís.
What strategies does your real estate agency employ to differentiate itself from competitors in the local market?
We set ourselves apart from other local agencies with our strong focus on privacy, which is especially important as we serve high-profile clients, including celebrities.
Our approach is not just about offering top-notch real estate services; it’s about expanding globally to better serve our diverse clientele. This is evident with our ventures like Luxinmo Poland, which showcases our international reach.
As the only Costa Blanca local agency with an international presence, we’re dedicated to maintaining this path, providing exceptional and discreet service to our esteemed clients.
Luxinmo: Company ProfileFounded by Arman Yeghiazaryan in 2016
Number of active listings: 900
Listing locations: Costa Blanca, Ibiza, and Costa del Sol
Type of listing upload: We use an API connection to upload our CRM properties to James Edition. Our CRM is self-developed with customized functionality and continuously improving new features.
What channels do you use for your digital marketing, and how do they contribute to the overall effectiveness of your marketing efforts?
Our digital marketing strategy combines the strengths of various channels and tools.
These components work together, enhancing our international visibility, driving web traffic, and ensuring we reach our audience to maintain the high quality of our leads.
Key to this strategy is our use of renowned international and Spanish real estate portals, like Idealista, Fotocasa, Habitaclia, Rightmove, Immoscout24, Le Figaro Properties, Kyero and Greenacres, among others. These platforms ensure our properties are visible to a diverse, global audience.
Since July 2019, Luxinmo has been collaborating with JamesEdition, but it’s only in the past couple of years that we’ve really leaned into the Elite subscription. We have strategically chosen the Elite to align with our goal of marking a significant presence in top-tier global real estate portals.
In addition, we maintain an active blog that reinforces our online presence, creating relevant content and increasing organic traffic to our website. We can also name our own CRM system, powered by ChatGPT, which helps us to create accurate and attractive property descriptions and translations, streamlining our processes.
Social media channels (especially Facebook and Instagram), targeted mailing campaigns, and Google and Facebook Ads form an integral part of our outreach, allowing for direct engagement with potential buyers.
Our off-market platform caters to clients seeking privacy, which expands our reach to a unique segment of the market.
This holistic approach ensures that our properties receive the optimal exposure and attention they deserve in the competitive luxury real estate landscape.
Are there specific marketing tactics that have shown significant success in reaching international buyers as well as those in your region?
When tackling the challenge of reaching international buyers in luxury real estate, there are a couple of key strategies that really make a difference.
Firstly, it’s all about knowing your audience. You’ve got to dive deep into who they are, what they like, what they’re looking for, and where they’re looking.
This means creating detailed profiles of potential buyers, which is more than just demographics; it’s about getting into their lifestyle preferences, their interests, and their motivations for buying luxury properties.
Then comes the crucial part – the ad campaigns. This isn’t just a set-it-and-forget-it kind of deal. You need to keep a close eye on these campaigns, tweaking and tuning them regularly.
It’s all about staying on top of which keywords are drawing people in and which locations are getting the most hits. This constant monitoring and optimization ensure that the efforts are hitting the mark, reaching the right people at the right time.
So, it’s a blend of deep audience insight and agile campaign management that truly sets apart successful marketing efforts in the luxury real estate sector. It’s not just about casting a wide net; it’s about casting the right net in the right waters.
That’s how the top players are making sure they’re not just seen, but also capturing the interest of the right buyers internationally.
What was your goal when you joined JamesEdition?
Our initial objective in deciding to work together with James Edition was to increase our visibility on an international scale, with a particular focus on the high-end market in English-speaking countries such as the United States and the United Kingdom.
Our partnership with JamesEdition, a platform renowned for its affluent clientele, has been instrumental in achieving this objective. By tapping into this network, we’ve been able to connect with the exact caliber of clients we’re looking for – those who appreciate the exclusive, luxury properties we offer. This strategic decision has been key in expanding our international footprint and continuing to provide exceptional service to our distinguished clients.
What additional promotions do you employ with JamesEdition, and how does it help to highlight your properties?
After careful consideration, we selected the Elite subscription. This decision supports our goal of marking a significant presence in top-tier global real estate portals. The Elite subscription not only enhances our visibility to a diverse and extensive international audience but also aligns with our focus on the luxury real estate market. This platform allows us to showcase our properties through high-resolution images, videos, and virtual tours, which targets potential buyers and investors effectively.
A key aspect of the James Edition’s subscriptions is their policy of listing properties priced above €500,000. This encourages us to display only the most exclusive products, ensuring that our portfolio reflects the high standards and premium quality synonymous with Luxinmo.
What’s your advice for agents new to the JamesEdition platform?
If you are considering joining JamesEdition, whether you are new or thinking of upgrading to an Elite subscription, our experience at Luxinmo can offer you some insights. For newcomers, a JamesEdition subscription opens the door to greater visibility and targeted exposure in the luxury real estate market, especially in key overseas markets such as the US and UK.
The quality of leads is a distinct advantage, as the platform attracts serious buyers specifically interested in high-end properties, leading to more efficient and successful transactions.
For Elite subscribers, the advantages are even greater. JamesEdition’s specialized support, including a personal contact person, offers personalized advice on optimizing listings and understanding market trends.
This, along with features such as increased ad visibility and the opportunity to appear on the home page, significantly increases your property’s exposure. The analytics and insights provided help refine strategies for maximum impact. Overall, a subscription, especially Elite, is an invaluable tool for expanding your reach and success in the luxury real estate market.
