Abad Grupo Inmobiliario: half a century transforming the real estate sector in the region of Murcia
Last Updated on 2 June 2025 by Urbanitae
From its beginnings as a family-owned real estate agency to becoming one of the most innovative firms in the Region of Murcia, Abad Grupo Inmobiliario has followed a path of steady growth. Leading the company with nearly half a century of history, Mar Abad—together with her two partners—has spearheaded this evolution with a human-centered approach focused on the client experience. ABAD promotes a comprehensive model, guiding buyers throughout the entire purchasing process while also offering added-value services such as legal and tax advice, as well as decoration recommendations, among others.
With over four decades of experience, what evolution would you highlight from Abad Grupo Inmobiliario’s origins to today?
It’s been almost fifty years of continuous evolution, but if I had to highlight one thing, I’d say the most important has been our ability to adapt without losing our essence. We started as a family-run agency, founded by my father. Today, we are three partners who have carried on his legacy with passion and determination. Over time, we’ve grown into the leading company in the real estate sector in Murcia. But what’s most rewarding is that we’ve maintained the same close, human, and personalized service that has always defined us.
Our main achievement has been transforming from a traditional real estate agency into a modern, innovative company centered on the buyer experience. We’ve embraced emotional marketing, technology, and creativity.
We’ve also built an extraordinary professional team that not only understands real estate but also shares our values. And that’s evident in every detail.
In short, these years have been a true journey of transformation: from family-run to professional, from commercial to experiential, and from local to a point of reference—always with passion, innovation, and a strong commitment to people.
Abad Grupo Inmobiliario follows a comprehensive model. What added value does this 360º approach bring to clients?
For us, adopting a comprehensive model means guiding the buyer through the entire process—not just selling a house. We want clients to feel supported, advised, and cared for from the very beginning and even after the signing.
This 360º approach adds enormous value, as it goes far beyond the traditional scope. It’s not just about showing homes, but also about solving legal and tax issues, advising on decoration, recommending trusted services, facilitating processes, and even inviting them to enjoy exclusive experiences through our ABAD Experience program.
Clients truly value this, because they see us not as mere intermediaries, but as allies. They know they can trust our judgment, our team, and our network of collaborators. This builds a closer, longer-lasting, and trust-based relationship.
Ultimately, this approach turns a real estate transaction into a complete experience—stress-free, with real support, and the peace of mind that they’re not alone during one of the most important moments of their lives.
How is innovation and technology integrated into your processes and projects?
Digitalization is an unstoppable trend across all sectors, and we are no exception. We have implemented a private online sales strategy that is positioning us as innovation leaders in the real estate sector. This allows us to attract a broader audience, particularly younger, tech-savvy buyers.
Our goal is to invite clients and partners to enjoy a Premium digital access experience, with early information about certain properties and exclusive audiovisual content—such as Abad Series, tips, and recommendations. This strengthens our bond with them and fosters greater brand loyalty.
These innovations also allow us to test the market before launching a property, shortening sales cycles because homes sell faster and at the right price.
Murcia has become a magnet for those seeking a home or a secure investment
What does today’s buyer want, and how is Abad Grupo Inmobiliario responding?
Today’s clients are clearly less patient and better informed. Companies are expected to move faster—both in providing access to information and in customer service.
The ability to conduct virtual tours, sign contracts digitally with full legal guarantees, and stay informed in real time about the status of their sale mandate has led real estate agencies to adapt swiftly and efficiently to the digital world.
In a competitive market, speed is crucial. Thanks to our private online sales, clients have the advantage of being the first to discover and evaluate new investment or purchase opportunities. This allows them to make quicker, better-informed decisions with less competition.
This early access to information, along with the exclusivity it offers, encourages users to register and become more committed to our agency. It not only improves their experience but also strengthens our relationship with them by offering meaningful added value.
For us, it also enables better segmentation and understanding of our registered users. We can offer properties that better match their preferences and needs, improving sales efficiency and reducing the time properties stay on the market.
What trends are currently shaping the real estate market in Spain and the Region of Murcia?
The real estate market in Murcia shares many national trends, such as rising prices, a shortage of new housing, and growing demand pressure.
Specifically, Murcia is experiencing a boom due to rising demand for both primary residences and holiday homes. The region has become a magnet for those seeking a home or a secure investment, thanks to its unmatched lifestyle, sunny climate, and competitive prices compared to other parts of Spain.
We see a clear upward trend in housing prices in the region, which is also reflected in the number of real estate transactions. Demand significantly exceeds supply, especially in the city of Murcia and coastal areas.
This imbalance is partly due to the scarcity of new housing, rising demand—driven by demographic growth and the revaluation of key areas—and new market trends such as rent-to-rent (leasing a property to sublet short-term with the owner’s consent) and flipping (buying an older property, renovating it, and reselling it).
There is a need for public administration to address the challenges of land scarcity and affordable housing.
What factors have led to this supply-demand imbalance, and what solutions could help balance the market?
The lack of available land for new housing development is one of the main challenges facing the sector. The number of housing permits issued annually is clearly insufficient to meet current demand. Combined with rising construction costs, this drives up prices and makes it harder for large segments of the population—especially young people—to access housing.
Public authorities must step in to address the challenges arising from land shortages and the need for affordable housing. Professionalization, technological innovation, and sustainability will remain key to success in the coming years.
Additionally, industrialization in construction will help revitalize the sector, reducing its dependence on artisanal methods. There is currently a shortage of trades like carpenters, plumbers, and bricklayers. Industrialization would also promote greater female participation in the real estate market and reduce dependency on weather conditions.
You recently received the Businesswoman of the Year award from OMEP. What does this award mean to you, to Abad Grupo Inmobiliario, and to the empowerment of women in the sector?
This award is very special to me because it not only recognizes a career and body of work but also a way of understanding the real estate industry. The company was founded by my father, and we’ve continued and expanded his legacy. Personally, it’s a huge motivation to keep innovating, growing, and especially, breaking stereotypes.
For the company, it’s a collective recognition. None of what we do would be possible without the team behind it—my sister, my brother-in-law, and all the people who have believed in this project from the beginning. It’s moving to see that hard work, passion, and a fresh approach are noticed and appreciated.
And of course, this award also means a lot for all the women in the industry, because every time one of us is recognized, it opens the door for others. This award proves that leadership in our sector can be exercised differently—with empathy, innovation, and strong values. I hope it inspires more women to believe in their ideas, take charge of their projects, and lead in their own way. There’s still much to be done, but we’re on the right path.
The sector has traditionally been male-dominated. What has your experience been as a woman leading Abad Grupo Inmobiliario, and what has changed over the years?
It’s true that the real estate sector has traditionally been male-dominated. However, my experience as a woman leading a real estate firm has been above all one of growth and learning, while witnessing a profound societal shift.
When I started, it was clear I often had to prove myself twice as hard just because I was a woman, as if earning respect required double the effort. But I think that also gave me the strength to do things my own way, without trying to mimic traditional leadership models. I saw it as an opportunity to break the mold and show that leadership can be different—empathetic, collaborative, and focused on creating value in broader terms.
I believe women have brought a different sensitivity, a more holistic view of customer relationships, the value of human teams, and the power of emotional and experiential innovation. In our case, this translates into projects like ABAD Experience, where we don’t just sell homes—we create community, trust, and relationships. We focus on creating memorable moments for buyers, on attention to detail, and on humanizing the property buying process. That’s closely tied to a more feminine approach, though not exclusively.
There’s still progress to be made, but today we’re no longer seen as an exception. More and more of us are making contributions to the sector. That’s something to be proud of—and it motivates me to keep opening doors for the women who come after us.
