Brazil real estate market shifts as Generation Z influences demand

The Brazilian real estate market is undergoing significant shifts driven by changing consumer profiles and evolving lifestyle demands. Research from Brain Inteligência Estratégica indicates that 49% of Brazilians intend to purchase property in the coming months, a figure that rises to 59% among Generation Z.

This younger demographic is increasingly influencing how new developments are designed. Rather than focusing solely on price and square footage, Generation Z prioritizes strategic location, mobility, security, and amenities such as remote work spaces, autonomous markets, and wellness-focused leisure areas. Perplan Incorporação reports that sales to this group in the first half of 2026 have already exceeded the total volume recorded for them throughout 2025.

In São José do Rio Preto, the SECOVI-SP organization hosted a professional summit to address these market transformations. The event highlighted that despite higher interest rates, purchase intent remains high. The regional market showed strong performance, with São José do Rio Preto generating approximately R$ 454 million in Gross Sales Value (VGV) in the first quarter of 2026, representing a 26% increase compared to the previous period.