Real estate market shifts toward lifestyle and experience-driven buyers

The real estate market is undergoing a structural shift as consumer priorities move from simple location and price toward lifestyle, autonomy, and integrated experiences.

In Brazil, research from Brain Inteligência Estratégica indicates a growing interest among Generation Z (ages 21 to 28) in property ownership. The percentage of this demographic intending to purchase real estate within the next two years rose from 57% to 67% in the second quarter of 2026 compared to the same period in 2025. This group prioritizes multifunctional spaces that combine housing, workspaces, and social areas, valuing connectivity, security, and practicality.

In the global luxury segment, high-net-worth buyers are increasingly seeking assets that align with personal, family, and professional priorities rather than just prestigious addresses. This evolution is transforming how properties are marketed, focusing on how to connect unique assets with highly informed and international buyers. In Portugal, for example, foreign buyers accounted for 44% of transactions in 2025, driven by demand for security, quality of life, and cultural heritage.