The construction sector in Spain: growth, digitalisation and specialisation.
The sector is growing by around 3.5% a year, but it's still one of the least digitalised. Here we explain what's happening and why each type of company needs its own marketing strategy.
Sources: SEOPAN, Construction Industry Observatory and INE · approximate figures, to be confirmed at source before publishing.
Around a third of construction companies don't even have a website. In a market where the client searches and compares online before hiring, that absence translates into lost opportunities. It's also the sector with the fewest IT specialists and one of the most lagging in digital transformation.
A sector that's growing but barely digitalised opens a clear window of opportunity: whoever invests in an online presence sooner captures a growing demand that most competitors don't yet compete for. Relying only on word of mouth has a cost: the projects that go to whoever does appear on Google.
A strategy for each type of company.
Each type in the construction ecosystem has a different client, sales cycle and channels. That's why we work with a specific strategy for each one.
Behind every sector strategy is our method, Masterplan, which turns marketing into a measurable asset.
Explore our methodologyFrequently asked questions about the construction sector
According to SEOPAN, activity grew by around 3.5% in 2025, above GDP, and rates close to 3% a year are forecast for 2025-2027, though the end of European funds will mark a turning point.
It's one of the most lagging sectors: around a third of companies have no website and only 7% have IT specialists, despite being a growing sector.
Because the sector is growing but still wins clients the traditional way; whoever invests in a digital presence sooner captures a growing demand that most competitors don't yet compete for online.
Adapting the strategy to each type in the ecosystem (construction firm, architecture, real estate, engineering, surveying…), because the client, sales cycle and channels differ; a generic strategy wastes budget.
Construction firms, architecture studios, developers and estate agencies, engineering firms, surveying, materials manufacturers, subcontractors and trades, machinery rental, OCT, health & safety coordination, pools and patios, and roofs, garages and pergolas.
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