Florentino doesn't put in his own money in Real Madrid.
Real Madrid have a concise transfer strategy the last few years of hoarding up the best talent possible so that when the time comes to sell, they are able to get good fees for them. Meanwhile they have great squad strength.
I believe our net spend have been higher than theirs the last 4-5 years, yet they have the better squad because we have been signing trash and selling trash isn't as easy and valuable as selling gold.
Real Madrid also negotiate hard for player salaries while we give every tom, dick and harry like Arda a fairly high one compared to what they give to comparable players.
They use the motivation to play for Real Madrid as the main selling point, while we fail to do so in a similar way.
Say all you want about the failed Galacticos, but their transfer strategy since he came back again has been impressive.
Had it not been for a certain #10, I think they would have had the last two league titles since it ended quite close.