Värderingsteori i praktiken : En kvalitativ studie av svenska fastighetsmäklares prissättningpå den spanska solkusten

Sammanfattning

This study examines how Swedish real estate agents operating in Spain apply and adapt established valuation theories when pricing residential properties for Swedish buyers. Particular focus is placed on how professional judgement, information asymmetry, and lifestyle-related factors influence valuation processes within international housing markets. The study is based on a qualitative research approach and draws on eight semi-structured interviews with Swedish real estate agents operating in different regions of Spain. The empirical material was analysed using thematic analysis. The findings show that traditional valuation methods, such as comparable sales and market data, continue to provide an important foundation for property valuation. However, professional judgement, local market knowledge, and relationship-building also emerged as central components of the pricing process. The study further demonstrates that Swedish buyers’ willingness to pay is strongly influenced by lifestyle-related factors such as climate, security, social environment, and geographical flexibility associated with remote work. In addition, limited market transparency, information asymmetry, and institutional differences between Sweden and Spain contribute to an expanded role for the real estate agent as an advisor, information intermediary, and cultural mediator. The findings also indicate that trust constitutes a central factor in the relationship between agents and buyers, particularly in an international context where local market knowledge is often limited. The study therefore contributes to a broader understanding of how valuation and pricing are shaped within international housing markets where economic, social, cultural, and institutional factors interact beyond traditional valuation models.