The Sotogrande Rental Market: What Jorge Martí shared at the SGplus Roundtable

When SGplus invited me to join their roundtable on the Sotogrande rental market, I knew it would be an opportunity to speak honestly about what is really happening here. These encounters matter because they bring together people who live the market daily, people who understand not only the data, but the community, the rhythm of the place and the way Sotogrande is evolving.

I believe I was invited because at Noll Sotogrande we have a long‑standing reputation in the area, and because I am deeply involved in both long‑term and holiday rentals. We don’t just work here; we are ferociously Sotogrande. Participating in these conversations helps us stay aligned with the needs of the community we serve.

If I had to summarise the roundtable in one sentence, it would be this: Sotogrande has strong rental demand, but the available stock is shrinking.

Long‑term rentals are more sought after than ever, especially by families who want to settle during the school year. They come for the lifestyle, the tranquillity, the international school, the golf, the sea and the natural surroundings. Holiday rentals remain essential too, although bookings are closing more slowly this year.

But the real challenge is supply. There are fewer homes available, and those that do come onto the market are rented almost immediately. This is no longer a temporary imbalance, it is becoming one of Sotogrande’s biggest structural challenges.

From my point of view, there are two main reasons:

1. Many recently sold homes are now for private use - The last few years have seen a lot of sales, and many of those properties are now used exclusively by their new owners.

2. Legal uncertainty discourages some owners from renting - Restrictions in certain communities and concerns about regulation make some owners reluctant to rent.

This is why I believe it is important to encourage owners to consider renting, always with professional management, proper filters and a clear strategy. There is demand, there are excellent clients, and there is a genuine need for more product.

One of the clearest trends I see is that Sotogrande is no longer purely seasonal. More and more families want to live here year‑round. They come for the quality of life, the calmness, the school, the sport and the environment.

But if supply does not grow at the same pace as demand, the market will become increasingly complex. Sotogrande is evolving, and the rental market must evolve with it.

As I often say: “Sotogrande is not a city; it is a resort. A large, diverse, beautiful resort. And that is precisely its charm.”

Holiday rentals remain a key part of Sotogrande’s identity, especially for families who prefer a house to a hotel. A home offers space, privacy, a kitchen and a completely different type of holiday.

But the dynamics are shifting:

• Many owners prefer full‑month bookings, especially in summer.
• Some wait until the last moment for the “perfect” client, often linked to polo.
• More flexible models, such as shorter stays with professional management, work very well when handled correctly.

There is room for innovation, and I see this as an opportunity to improve the market.

Tourist rentals in Spain are regulated regionally, not by the central government. In Andalusia, you need a VFT licence to legally rent to tourists.

Last year, the government introduced the NRUA national register, meaning no national number, no Airbnb or Booking.com listing. The rollout caused delays, lost bookings and frustration for many owners.

Then came the twist. Valencia challenged the NRUA in court, and on 21 May the Supreme Court scrapped it, ruling the government had overstepped by duplicating regional systems.

So what does this mean for Sotogrande and the Costa del Sol?

Not much. The VFT licence is still what matters in Andalusia, and it still transfers with the property on resale.

If you are buying for rental income, check the VFT carefully before signing anything. Proper registration and paperwork matter. Community approval is also still required for new licences.

If you are selling, a valid VFT remains a strong selling point for buyers focused on rental yield.

Despite the headlines, the rules that matter most in Sotogrande have stayed fairly consistent, and the Costa del Sol remains one of Europe’s strongest lifestyle and rental markets.

Another reality we discussed is the low level of client loyalty. You can build a personal relationship, share dinners, play golf, and the client may still rent or buy through another agency. It happens to all of us.

At Noll Sotogrande, we take it with humour and professionalism. Our commitment is not transactional, it is to the community and to the long‑term health of the market.

In my view, the future of the rental market in Sotogrande will depend on:

• More owners understanding the opportunity of renting
• Professionalised management
• High‑quality properties
• A balance between owner profitability and client value
• New housing to increase supply
• A development model aligned with Sotogrande’s lifestyle

Sotogrande will continue to grow as a residential and family‑oriented destination. But that growth must be coherent, respectful and aligned with the essence of the place: discretion, nature, sport, family life and a deep sense of belonging.

For me, participating in SGplus is not just about sharing data. It is about reinforcing something deeper: To understand Sotogrande, you must live it, breathe it and care about it.

At Noll Sotogrande, we are not simply an agency. We are Sotogrande. And being part of these conversations helps us stay connected to the community, anticipate its needs and continue guiding families with honesty, clarity and genuine local expertise.