The Spanish Property Market Outlook 2025.

Kyero wanted to position itself as the authority on the Spanish overseas property market — and to give its sales team a reason to start conversations with cold agents. The answer was a genuinely useful annual report, not a thinly-veiled brochure.

I pulled together portal data, market trends and interviews with estate agents on the ground, then wrote it up as something a busy professional would actually read and cite.

“Credible enough to be cited, useful enough to be kept. That's the bar for B2B content that does its job.”

The report converted 29% of the cold-emailed agents it was sent to — a number most outbound campaigns would never see — and earned coverage in The Times.

It became an annual fixture and a template for how the business talks to its B2B audience.