The human gaze of Olga Sala and the “rara avis” that is Monapart

In an interview for Property Key, Olga Sala, Marketing Director of Monapart, reflects on how to build a more human, aesthetic and conscious real estate brand in an increasingly stressed and depersonalised market.

At Monapart we like it when talk about us. Not only because of the echo, but also because these conversations allow us to explain - calmly and unhurriedly - why we do real estate the way we do it and from where we make each decision.

On this occasion, it was Property Key who wanted to delve deeper into our way of understanding the sector, through an interview with Olga Sala, Marketing Director of Monapart. A conversation that covers the pillars of our project: emotion in the home, the value of care as opposed to commercial aggressiveness and the need to dignify a key profession for people's lives.

The approach of the interview connects with a question that has been with us since 2010: Is it possible to do real estate in a more humane way in a hyper-competitive market?

For Olga, the answer is clear. Monapart was born precisely from this intuition. In a context dominated by the urgency of closing and the obsession with the short term, we saw an opportunity to design processes designed from the client's perspective, respecting their rhythms and understanding that selling or finding a house is a deeply emotional process.

Hypercompetition often pushes us to prioritise “how much” over “how”. At Monapart we decided to take the opposite path: to focus on experience, on active listening and on leaving a good memory. Because in real estate, recommendations - the real ones - are still the most solid basis for any long-term project.

Care, aesthetics and communication: making things beautiful is also making them better.

Another of the central themes of the interview is the role of design, communication and aesthetics at Monapart. From the very beginning, we were surprised by the lack of attention to detail with which many homes and many industry messages were presented.

If you can make things beautiful, why not do it?

For us, improving the real estate service also meant making it more beautiful. By taking care of how the properties are shown, how the stories are told and how the client is spoken to. Faced with a language riddled with clichés and excessively technical, we opted for a friendly, complicit and honest tone, consistent with our positioning: beautiful homes and a public sensitive to design, architecture and quality.

Excellence is not just the end result, but the whole way to it.

Customers, trust and realistic expectations

In the interview, Olga also talks about the type of people who trust Monapart. Beyond the purchasing level, there is a clear common denominator: people who are looking for a human, personalised and honest treatment at an important time in their lives.

Selling or buying a home is not a neutral operation. It involves changes, sacrifices, illusions and often complex decisions. That is why managing expectations is an essential part of our work. Selling quickly is not incompatible with selling well, as long as the processes are adapted to the pace and real needs of each client.

15 years on, Monapart's mission remains intact

Last April, Monapart celebrated its 15th anniversary. We started as a boutique agency in Barcelona, evolved into a franchise network and today we are a service platform that promotes real estate agents in 15 cities in Spain.

Along the way, the project has changed in form, but not in substance. Our mission remains the same: to promote a different way of doing real estate.

For years we were told that our model was “too human to be a business” or “too beautiful to be profitable”. Today we are still here, more convinced than ever that it is possible to build a solid project without renouncing ethics, care and freshness.

A profession that deserves respect

The interview also brings to the table one of the great challenges facing the sector: the stigma still attached to the real estate profession. The lack of regulation and intrusiveness have generated bad practices that harm excellent professionals and the clients themselves.

Selling or buying a home is one of the most important economic and emotional decisions of a lifetime. It therefore deserves professional, ethical and human support that is equal to this responsibility. And also owners who are willing to trust, to listen and to choose well who they work with.

Monapart as a rara avis“

To close the conversation, Olga defines Monapart with a single expression: rara avis. It is no coincidence that our symbol is a hummingbird.

We are a rara avis because we believe that you can do business without losing the essence. Without boring. Without pretending. Without falling into the cutesy or the imposture. A place where the 1TP5Goodagent can grow, where customers feel important and where the 1TP5Nice 1TP5Homes find their place.

A world apart. And, hopefully, a small demonstration that the rare, the beautiful and the improbable can also change the real estate sector.

👉Read the full interview with Olga Sala at Property Key here.