{"id":22144,"date":"2025-11-10T12:33:00","date_gmt":"2025-11-10T11:33:00","guid":{"rendered":"https:\/\/www.monapart.com\/magazine\/?p=22144"},"modified":"2026-09-03T13:14:28","modified_gmt":"2026-09-03T11:14:28","slug":"fernando-de-la-rosa","status":"publish","type":"post","link":"https:\/\/www.monapart.com\/magazine\/en\/gente-real\/fernando-de-la-rosa","title":{"rendered":"Fernando de la Rosa: \u00abThe narrative eats the data for breakfast\u00bb"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><strong>Fernando de la Rosa: \u00abThe narrative eats the data for breakfast\u00bb<\/strong><\/h1>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The digital strategist and tech communicator debunks the myths of real estate big data and explains why no amount of data, no matter how solid, changes a pre-formed opinion.<\/strong><\/h2>\n\n\n<div class='post-info'>10 November 2025 by <a href='https:\/\/www.monapart.com\/magazine\/en\/autor\/claudia-romero'>Claudia Romero<\/a><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">There are experts who arrive at a subject with the promise of simplifying it, and others who arrive to complicate it a little more, in a good way. Fernando de la Rosa, better known in the digital world as Titonet, belongs to the second category. A digital strategy professor, co-founder of Fox Eyes School, consultant, and speaker, he has spent over twenty years helping companies understand the present in order to conquer the future. He has written three books on data \u2014<em>Data<\/em>, <em>Data-driven decisions<\/em> y <em>What do you want data for if you then ignore it?<\/em>\u2014 and publishes the newsletter weekly <em>Titonet Pills<\/em>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"670\" src=\"https:\/\/www.monapart.com\/magazine\/wp-content\/uploads\/2026\/09\/Foto_Fernando-de-la-Rosa.jpg\" alt=\"Fernando de la Rosa | Monapart \" class=\"wp-image-22145\" srcset=\"https:\/\/www.monapart.com\/magazine\/wp-content\/uploads\/2026\/09\/Foto_Fernando-de-la-Rosa.jpg 1024w, https:\/\/www.monapart.com\/magazine\/wp-content\/uploads\/2026\/09\/Foto_Fernando-de-la-Rosa-300x196.jpg 300w, https:\/\/www.monapart.com\/magazine\/wp-content\/uploads\/2026\/09\/Foto_Fernando-de-la-Rosa-768x503.jpg 768w, https:\/\/www.monapart.com\/magazine\/wp-content\/uploads\/2026\/09\/Foto_Fernando-de-la-Rosa-18x12.jpg 18w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">De la Rosa sat down <a href=\"https:\/\/www.monapart.com\/magazine\/en\/podcast\/data-story-and-power-4\/\" target=\"_blank\" rel=\"noreferrer noopener\">in the fourth edition of the Gente Real podcast<\/a> to talk about one of the most valuable \u2014 and perhaps most misunderstood \u2014 assets in real estate: data. He did so without the topic's usual solemnity, and with a thesis that is as unsettling as it is clarifying: having more data does not make us make better decisions if we do not first know what to ask of them.<\/p>\n\n\n<p><iframe data-testid=\"embed-iframe\" style=\"border-radius:12px\" src=\"https:\/\/open.spotify.com\/embed\/episode\/0iyIiXHg4eY2xFGNsbQKVu?utm_source=generator&#038;si=1a596bd6fc0d44c9\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen=\"\" allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\"><\/iframe><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A datum is a means, not an end<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The real estate sector, De la Rosa explains, suffers from a fundamental problem with data: public data are neither unified nor harmonised, and private data are in the hands of an oligopoly \u2014 the portals \u2014 which use them to construct a self-serving narrative. Faced with the temptation to pursue the macro vision, that of the entire market and the whole of Spain, his advice is to pull back: around its own business, every agency has more data than it thinks it needs. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The filter he proposes is simple: <strong>A data point is a means to an end, never an end in itself.<\/strong> Instead of accumulating information, it suggests starting with the question that is really worrying you, and only then going out to find the fact that answers it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The narrative completely eats the facts for breakfast<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The conversation takes a turn when he puts his most provocative diagnosis on the table: contrary to a deeply rooted belief, no piece of data has any power of conviction. He illustrates this with an example from outside the sector, that of flat-earthers: there is no piece of data capable of changing the mind of someone who has built their social identity around a belief. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Translated to real estate, the message is uncomfortable but useful: when someone already has a narrative firmly in place \u2014 about the market, about prices, about the sector \u2014 presenting them with contradictory data rarely works. At best, a single well-chosen piece of data can open a crack and sow doubt in someone who doesn't yet have an entirely closed opinion. Persuading, he insists, is almost never a realistic objective.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/www.monapart.com\/magazine\/wp-content\/uploads\/2026\/09\/londra_national_gallery_08_gli_ambasciatori_holbein_jpg_1200_630_cover_85-1024x538.jpg\" alt=\"\" class=\"wp-image-22146\" srcset=\"https:\/\/www.monapart.com\/magazine\/wp-content\/uploads\/2026\/09\/londra_national_gallery_08_gli_ambasciatori_holbein_jpg_1200_630_cover_85-1024x538.jpg 1024w, https:\/\/www.monapart.com\/magazine\/wp-content\/uploads\/2026\/09\/londra_national_gallery_08_gli_ambasciatori_holbein_jpg_1200_630_cover_85-300x158.jpg 300w, https:\/\/www.monapart.com\/magazine\/wp-content\/uploads\/2026\/09\/londra_national_gallery_08_gli_ambasciatori_holbein_jpg_1200_630_cover_85-768x403.jpg 768w, https:\/\/www.monapart.com\/magazine\/wp-content\/uploads\/2026\/09\/londra_national_gallery_08_gli_ambasciatori_holbein_jpg_1200_630_cover_85-18x9.jpg 18w, https:\/\/www.monapart.com\/magazine\/wp-content\/uploads\/2026\/09\/londra_national_gallery_08_gli_ambasciatori_holbein_jpg_1200_630_cover_85.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>The ambassadors<\/em>, Hans Holbein the Younger, 1533<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The bad references we carry around without knowing it<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the most revealing points of the talk has nothing to do with the real estate sector, but rather with everyday life. De la Rosa recalls that the eight hours of sleep we all use as a yardstick were born out of an early 20th-century trade union demand, not any scientific study on rest. The ten thousand daily steps, another classic, come from a Japanese advertising campaign from fifty years ago. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And the same thing happens in the business arena: the previous year's budget, he points out, \u00abis an act of inventiveness\u00bb, and a conversion rate calculated on ten transactions a year is not a probability, it is practically random. His conclusion is that we carry over poorly constructed benchmarks without ever questioning them, and that this habit of not checking the origin of data makes us make worse decisions than we think.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Small data counts too<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For small agencies \u2014the vast majority in Spain, as the podcast itself points out, some 56,000 with three people or fewer\u2014 there is the temptation to think that working with data is something for large structures, Big Data and Excel. De Ross debunks this: the problem is not one of size, but of habit. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It proposes normalising the relationship with data by taking it out of the exclusively professional sphere, and learning it, or rather, <strong>practise it<\/strong>, in the same way that a skill is practiced. His recommendation is to start with a personal hobby \u2014 he does this with tennis, where he claims to have a more carefully maintained dashboard than that of his own company \u2014 and then transfer that same curiosity to the business.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The master key: put on your data glasses<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When they are asked for a single piece of advice for agents who want to change their relationship with data, <a href=\"https:\/\/www.linkedin.com\/in\/titonet\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">De la Rosa<\/a> Think of a simple image: invisible glasses that, once you put them on, allow you to see data everywhere \u2014 in the week's probability of rain, in the conversion rate, in any figure that previously went unnoticed. It's not about learning data all at once, but about starting to look at them where they already are.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Fernando de la Rosa debunks the myths of real estate big data and explains why no data, no matter how solid, changes an already formed opinion.<\/p>","protected":false},"author":11,"featured_media":22145,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2849,2851],"tags":[3303,3240,3227],"class_list":["post-22144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gente-real","category-perfiles","tag-podcast","tag-gentereal","tag-tecnologia"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.monapart.com\/magazine\/en\/wp-json\/wp\/v2\/posts\/22144","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.monapart.com\/magazine\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.monapart.com\/magazine\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.monapart.com\/magazine\/en\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/www.monapart.com\/magazine\/en\/wp-json\/wp\/v2\/comments?post=22144"}],"version-history":[{"count":2,"href":"https:\/\/www.monapart.com\/magazine\/en\/wp-json\/wp\/v2\/posts\/22144\/revisions"}],"predecessor-version":[{"id":22149,"href":"https:\/\/www.monapart.com\/magazine\/en\/wp-json\/wp\/v2\/posts\/22144\/revisions\/22149"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.monapart.com\/magazine\/en\/wp-json\/wp\/v2\/media\/22145"}],"wp:attachment":[{"href":"https:\/\/www.monapart.com\/magazine\/en\/wp-json\/wp\/v2\/media?parent=22144"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.monapart.com\/magazine\/en\/wp-json\/wp\/v2\/categories?post=22144"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.monapart.com\/magazine\/en\/wp-json\/wp\/v2\/tags?post=22144"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}