How influencers and tiktokers are driving luxury real estate

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According to experts, customers who have been looking for the high-end segment have a younger and more entrepreneurial profile; highlight for the search for luxury compact apartments, from 20m² to 40m² and which cost, on average, R$ 1.5 million. Franciny Ehlke’s apartment has 300m² and is currently worth an estimated R$ 5 million. Press Release/Weiss Arquitetura e Interiores A younger audience — who are already used to earning a lot of money on the internet — has been responsible for moving the luxury real estate market in Brazil. Startup entrepreneurs, financial market influencers and even tiktokers are the latest news among those looking for high-end apartments and houses. Recent data from Brain Inteligencia Estratégica show that the launch of developments in the segment recorded an increase of 39.2% in the first quarter of this year compared to the same period last year – and, according to specialists, it is precisely the emergence of a new customer profile that has helped to move the sector. The demand for real estate in the segment was traditionally characterized by men aged 45 or over, with a formed family, steady and high-level employment in large companies. Now, however, this picture is starting to gain new formats. According to the director of Revenda Imóvel, Mariana Andrade, the public that started looking for these luxury developments with increasing frequency are people from 30 to 40 years old, the majority single and active in the digital market. “The pandemic made young people gain more notoriety in the job market, and the internet brought better reach and conditions so that this public could have a higher income. In recent years, we have seen the demand increase significantly from younger people, who are looking for status and places made by renowned architects”, says the executive. Franciny Ehlke, for example, is one of the internet famous names who have bought their own property in recent years. The digital influencer has more than 15 million followers on Instagram and also her own makeup collection. The work on the internet made it reach a coverage of 300m² in Curitiba, which has an estimated market value of R$ 5 million. The influencer renovated the entire apartment before moving in, a work that took two years to complete. Initial plugin text Small apartments on the rise Not everyone, however, follows Franciny’s example. According to Mariana Andrade, from Revenda Imóvel, the main demand from younger customers has been for the so-called “luxury compacts”: smaller apartments, from 20m² to 40m², designed to bring more ease and comfort. Although the size is much smaller than conventional luxury and high standard apartments, these properties also have a good location and have condominiums equipped with various facilities. The average price of developments like this, according to the executive, is R$ 1.5 million – something between R$ 37,500 and R$ 75,000 per square meter, depending on the size. “In addition to the desire to be closer to work to avoid traffic, this public also seeks easy access to leisure, demanding places close to shopping malls and nightclubs, for example”, says Andrade, adding that in São Paulo, for example, the most popular neighborhoods are Vila Madalena, Vila Olímpia, Chácara Santo Antônio and Vila Nova Conceição. In this sense, the demand of the younger public has also been reflected in the offers of new releases. According to Inmy luxury real estate broker Liz Oste, the segment has made an effort to adapt, bringing more innovations and differentials. “We already have launches that come with electric car charging, solar panels and acoustic and thermal insulation on the facades, for example”, says Oste, noting that there is also a growing trend in home automation. “Going forward, I believe we will see increasing demand in this segment. We live in a time when, in addition to the advancement of the sector and technology, we also see more people with higher incomes and seeking better housing. It’s definitely a trend.”

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