A data profile of the people who buy, follow and care about Luxury real estate in Brazil — modelled from more than twelve digital signal sources. Luxury real estate has an estimated audience of 7,007,913 people in Brazil.
The average Luxury real estate fan in Brazil is 41.9 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include Wholesale, Home improvement, Gated community, with strongest over-indexing on Wholesale (1.64× the country average).
Demographically, the Luxury real estate audience skews more female with an average age of 41.9, and over-indexes on personality traits such as DIY Mentality, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Luxury real estate fan in Brazil is more female, around 41.9 years old, with strong DIY Mentality tendencies and a notable affinity for Wholesale.
The key figures that characterise the Luxury real estate profile in Brazil.
57.9% are female, 42.1% are male, average age 41.9.
| Metric | Value |
|---|---|
| Female | 57.9% |
| Male | 42.1% |
| Average age | 41.9 |
| Estimated audience size | 7,007,913 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 23% | |
| 40-49 | 24% | |
| 50+ | 24% |
of the worldwide Luxury real estate audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 15.2% |
| Japan | 8.0% |
| China | 5.8% |
Where the Luxury real estate audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Mato Grosso do Sul | ~100K | 1.08× | |
| 02 | Piauí | ~100K | 1.07× | |
| 03 | Sergipe | ~80K | 1.06× | |
| 04 | Tocantins | ~50K | 1.05× | |
| 05 | Rondônia | ~60K | 1.04× | |
| 06 | Roraima | ~20K | 1.04× | |
| 07 | Paraíba | ~100K | 1.02× | |
| 08 | Rio Grande do Norte | ~100K | 1.02× | |
| 09 | Acre | ~20K | 1.01× | |
| 10 | Espírito Santo | ~100K | 1.00× | |
| 11 | Amazonas | ~100K | 1.00× | |
| 12 | Mato Grosso | ~100K | 0.99× | |
| 13 | Federal District | ~100K | 0.99× | |
| 14 | Alagoas | ~100K | 0.99× | |
| 15 | Pará | ~200K | 0.98× | |
| 16 | Maranhão | ~200K | 0.98× | |
| 17 | Pernambuco | ~300K | 0.96× | |
| 18 | Goiás | ~300K | 0.96× | |
| 19 | Ceará | ~300K | 0.95× | |
| 20 | Bahia | ~400K | 0.94× | |
| 21 | Rio Grande do Sul | ~400K | 0.94× | |
| 22 | Santa Catarina | ~300K | 0.94× | |
| 23 | Paraná | ~400K | 0.92× | |
| 24 | Rio de Janeiro | ~600K | 0.91× | |
| 25 | Minas Gerais | ~600K | 0.89× | |
| 26 | São Paulo | ~1.5M | 0.84× | |
| 27 | Amapá | 0.00× |
The strongest cross-interests of the Luxury real estate audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home décor products | Home & Garden | 3.07× | ||
| 02 | Home Decoration & Design | Home & Garden | 2.98× | ||
| 03 | Decoração de Interiores | Home & Garden | 2.80× | ||
| 04 | Real estate investing | Business & Career | 2.71× | ||
| 05 | Renovation | Home & Garden | 2.04× | ||
| 06 | Anti-aging cream | Beauty & Wellness | 1.87× | ||
| 07 | OLX | Shopping | 1.83× | ||
| 08 | Moda Feminina | Fashion & Accessoires | 1.80× | ||
| 09 | Manicure & Pedicure | Beauty & Wellness | 1.76× | ||
| 10 | Chocolate cake | Food & Beverages | 1.74× | ||
| 11 | Gated community | Home & Garden | 1.71× | ||
| 12 | Children's clothing | Fashion & Accessoires | 1.69× | ||
| 13 | Home improvement | Home & Garden | 1.65× | ||
| 14 | Arezzo | Travel & Leisure | 1.65× | ||
| 15 | Wholesale | Fashion & Accessoires | 1.64× | ||
| 16 | Funding | Business & Career | 1.62× | ||
| 17 | Condominio | Home & Garden | 1.54× | ||
| 18 | Child development | Business & Career | 1.53× | ||
| 19 | Vivara | Pets & Animals | 1.51× | ||
| 20 | Do it yourself (DIY) | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.61× | |
| Design Affinity | PREMIUM | 1.28× | |
| Creativity | OPEN | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.52× | |
| Urban Lifestyle | OPEN | 0.71× | |
| Early Adopter Mentality | POWER | 0.71× |
Luxury real estate has an estimated audience of 7,007,913 people in Brazil, concentrated in São Paulo and Minas Gerais.
57.9% of Luxury real estate fans are female, 42.1% are male, with an average age of 41.9 years.
Luxury real estate fans show strongest brand affinity for Wholesale (1.64×), Home improvement (1.65×), and Gated community (1.71×) over the country average.
Luxury real estate fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Minas Gerais (reach ~600K), and Rio de Janeiro (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Luxury real estate itself, the audience over-indexes on Home improvement (1.65×), Gated community (1.71×), Decoração de Interiores (2.8×), and Renovation (2.04×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Luxury real estate. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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