German buyers for property in Spain: how to reach them with Meta campaigns

Balearic Islands, especially Mallorca

Traditionally the most important market for German buyers, with high prices and many German-speaking providers. Advertising here means competing with established names, so you need a clear difference.

Costa Blanca

Alicante to Dénia: strong German and Dutch demand, many new-build projects, lower entry prices than Mallorca.

Costa del Sol

Málaga, Marbella, Estepona: an international market with many British and Scandinavian buyers; Germans here often look at the upper segment.

Canary Islands

Mild climate all year, popular with winter residents. Separate tax rules: new builds carry IGIC instead of VAT, and transfer tax is 6.5%.

NIE number

Every foreign buyer needs a Spanish foreigner identification number (NIE) before signing at the notary. It is requested at a consulate or in Spain and takes days to weeks depending on the office.

Process: reservation, private contract, notary

Typical steps are a reservation, a private purchase agreement (contrato de arras) with a deposit, often 10%, and the notarised deed with registration in the property register. German buyers expect an independent lawyer to check title, charges and building permits.

Taxes on purchase

Resale property: transfer tax ITP of about 6.5–13% depending on region. New build: 10% VAT (IVA) plus stamp duty AJD; IGIC instead of VAT in the Canaries.

Ongoing taxes as a non-resident

Non-residents pay non-resident income tax (IRNR), even on a holiday home they only use themselves, based on the cadastral value, plus local property tax (IBI). Rental income is taxed in Spain; how it is treated in Germany is governed by the double taxation treaty. A tax adviser should check this.

Financing

Spanish banks usually lend to non-residents at lower loan-to-value ratios than to residents. Many German buyers bring substantial equity or borrow against a property in Germany. A financing partner experienced with German buyers saves weeks.

Golden Visa

Spain abolished the residence visa through property purchase on 3 April 2025. Germans, as EU citizens, never needed it, but the question still comes up.

Guide values as of November 2026. Tax rates are set by the regions and change regularly; reduced rates often apply only to residents’ main homes. Current regional law and individual advice are what count.

1. 1

   Audience: living in Germany, Austria, Switzerland

   The campaign targets German speakers living in the DACH region, not tourists on site. If you want buyers for the Costa Blanca, you advertise in Cologne, Stuttgart and Zurich, not in Alicante.

2. 2

   Two stages: trust first, then the enquiry

   Stage one shows the region, the properties and the people behind them in short videos. Stage two retargets everyone who watched with a concrete offer: a property list, a viewing trip or a consultation in German.

3. 3

   Message: security before sunshine

   Everyone knows about beaches and sun. German buyers click on answers to their worries: who checks the title? What does buying really cost? Who handles the rental? Who speaks German?

4. 4

   German landing page with a full legal notice

   A German page rather than a translation, real faces, a phone number answered in German, a GDPR privacy notice. Advertising in Germany requires a legal notice (Impressum) under § 5 of the German Digital Services Act (DDG).

5. 5

   Callback in German the same day

   German prospects do not expect a call back in Spanish. Calling within a few hours, in German, sets you apart from most local providers.

6. 6

   The viewing trip as the goal

   We measure not only leads but who books a viewing trip, who reserves and who signs at the notary. That needs a stage field for every enquiry in your CRM.

GDPR

Companies in the EU are subject to it anyway. Companies outside the EU, for example in Dubai, Turkey or the UK, are subject to it as soon as they target people in the EU (Art. 3(2) GDPR). Privacy notice and consent belong in the form, in German.

Consent to be called

Marketing calls to consumers in Germany are only allowed with prior express consent (§ 7(2) German Unfair Competition Act, UWG), and the consent must be documented and kept (§ 7a UWG).

Legal notice (Impressum)

A landing page aimed at people in Germany needs a full legal notice (§ 5 German Digital Services Act, DDG). For German buyers it is also the first sign of trust.

No yield promises

Fixed rental yields, capital growth or tax benefits without individual review are misleading and damage trust. Better: a worked example with open assumptions.

Campaign in your ad account

Meta campaigns on Facebook and Instagram run in your own ad account. Ads, audiences and all contacts belong to you.

German-language production

Ad copy, videos, form and landing page in German, written for German readers, not translated.

Exclusive enquiries

Every enquiry goes to you only. No reselling, no lead pool.

Handover to your CRM

Enquiries reach your sales team in real time, with form answers and fields for every stage up to the notary.

Where we stand

Our first campaign abroad, for a German-speaking buyer agent on the Costa Blanca, started in late 2026. Documented figures come from our investment property campaigns in Germany: about €7 to €30 in ad spend per lead, and at CD Immo Portfolio around 10–15% of leads reaching the notary on average.

• Nobody on your team can call back in German and explain the buying process in German.
• Your website has no full legal notice, no German-speaking contacts and no verifiable references. Fix that first, then advertise.
• You have a single property and want it sold within a few weeks. German buyers need time, often several months before a viewing trip.
• You want to advertise fixed rental yields or tax benefits. Such promises are risky without individual review and destroy trust.