The DataZAP Yearbook, released this year by the OLX Group, revealed a fact that confirms a growing perception in the Brazilian real estate market: women are the protagonists when it comes to searching for and deciding to buy 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 still includes married people, with children, pets, and belonging to class B, with an average family income of R$ 7,512.64.
The survey confirms a behavior already observed by companies in the construction sector, such as theCK Construction, with a strong presence on the northern coast of Santa Catarina and recognized for high-end 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 finishings, security, functionality of the 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 developments by the construction company that has stood out among the female audience is Artefacto Towers by CK, launched in 2021 at Praia Brava in Itajaí (SC), one of the most valued regions in Brazil with an average square meter price exceeding R$ 30,000. With private areas starting from 162.2 m², the residential is the first in the country signed by the iconic furniture brand Artefacto. The interior design was developed by Anastassiadis Architects and features 30 decorated environments, as well as over 3,000 square meters of leisure space — including pools, wellness areas, Pilates room, sports courts, cinema, and other spaces that promote comfort and well-being.
With an expected delivery date of December 2026, the development has a Gross Sales Value (VGV) of R$ 350 million and an average ticket of R$ 3 million. Businesswoman Patrícia Munhoz, 53 years old, is an example of the profile identified by DataZAP. She purchased units in two CK developments — Duo Praia Brava and Artefacto Towers — and is celebrating the results of her investments. "The property at Artefacto has appreciated about 150% since purchase. I paid R$ 600,000 and today it is worth around R$ 1.5 million. The Duo Praia Brava has appreciated nearly 60%," he reports.
According to Patrícia, confidence in the construction company, with 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, featuring strategic location, high-quality finishes, and strong appreciation potential. They were investments that combined asset security with an excellent return outlook. Additionally, the distinctive architecture, contemporary design, and focus on well-being were decisive, he comments.
The businesswoman also agrees that women are increasingly playing a central role in purchasing decisions, especially when it comes to the home. "We evaluate aspects such as functionality, safety, comfort, and aesthetics with greater sensitivity. It is very common for the final word to be from the woman," he concludes.
