The DataZAP Yearbook, released this year by the OLX Group, revealed data confirming a growing perception in the Brazilian real estate market: women are the protagonists when it comes to searching for and deciding to purchase a property. In 2024, 52% of buyers who researched properties online in the country were women, especially from Generation X (between 41 and 60 years old). This profile also includes married individuals with children, pets, and belonging to class B, with an average family income of R$ 7,512.64.
The survey confirms a behavior already noticed by companies in the construction sector, such as Construtora CK, which has a strong presence on the northern coast of Santa Catarina and is recognized for high-standard developments with signature design. ‘In practice, even when the decision is shared, it is usually the woman who defines the most relevant criteria in choosing a property. This audience is increasingly well-informed and attentive to attributes such as finishes, security, functionality of spaces, strategic location, well-being, and complete leisure areas. These are factors that directly influence the final decision,’ highlights Charles Kan, director of CK.
One of the company’s developments that has stood out among female audiences is Artefacto Towers by CK, launched in 2021 in Praia Brava, Itajaí (SC), one of Brazil’s most valued regions with an average square meter price exceeding R$ 30,000. With private areas starting at 162.2 m², this residential is the first in the country signed by the iconic furniture brand Artefacto. The interior design was developed by Anastassiadis Arquitetos and features 30 decorated spaces, along with over 3,000 square meters of leisure areas—including pools, wellness facilities, a Pilates room, sports courts, a cinema, and other spaces that promote comfort and well-being.
With delivery scheduled for December 2026, the development has a General Sales Value (VGV) of R$ 350 million and an average ticket of R$ 3 million. Businesswoman Patrícia Munhoz, 53, is an example of the profile identified by DataZAP. She purchased units in two CK developments—Duo Praia Brava and Artefacto Towers—and celebrates the investment results. ‘The property at Artefacto has already appreciated by about 150% since purchase. I paid R$ 600,000, and now it’s worth around R$ 1.5 million. Duo Praia Brava has appreciated nearly 60%,’ she reports.
According to Patrícia, trust in the construction company—due to its solidity, on-time deliveries, and visible attention to every detail of the developments—were factors considered during the purchase. ‘These are projects that stand out in the market, combining strategic location, high-standard finishes, and strong appreciation potential. They were investments that paired asset security with excellent return prospects. Additionally, the distinctive architecture, contemporary design, and focus on well-being were decisive,’ she comments.
The businesswoman also agrees that women play an increasingly central role in purchasing decisions, especially when it comes to the home. ‘We evaluate aspects like functionality, security, comfort, and aesthetics with greater sensitivity. It’s very common for the final word to be the woman’s,’ she concludes.
