Following a sector event in Castellón that brought together key real estate players, Pilar Pascual, PropHero’s Head of Communications, outlined the company’s strategy: identifying areas with latent high demand and reactivating them through new-build developments. The interview centres on the Almassora project and PropHero’s broader view of structural challenges in the sector.
Pascual explains that Almassora was chosen based on the company’s own data model, which detected severe structural scarcity: no new residential projects in 19 years, a population growing at nearly 6.5% annually, and a rental supply that dropped 78%. PropHero used unfinished structures left over from the 2008 crisis as a starting point and is now moving forward with new developments on available land.
“The private sector must be part of the tables where many solutions are unblocked, because we are fundamental players.”