Luiz Felipe Maia was born in Brazil, in Belo Horizonte, graduated in Marketing in Sydney, Australia, and embraced the world of advertising. Only later did he dive into real estate, which was “both inherited and inspired,” he tells idealista/news. The CEO of Maia International Properties (Maia IP) reveals, in an interview, that the company is “more than a traditional brokerage,” operating “like a boutique consultancy.” On the premium residential segment, he leaves a warning: “We are witnessing a transformation: many clients are no longer just looking to invest, but to change their lives and settle in Portugal.”

Maia IP’s operations go beyond the luxury residential segment, says Luiz Felipe Maia, adding that the company also works with commercial real estate, including scouting buildings for hotels and branded residences. “We prioritize properties that combine authenticity, architectural integrity, and a lifestyle context. We also operate in commercial and mixed-use projects, collaborating with developers in the conceptualization and commercialization of hotels and branded residences in strategic locations.”

When asked what clients are looking for, he responds that “they increasingly value properties that offer a genuine connection to place, community, and lifestyle.” “They look for privacy, architectural excellence, sustainability, wellness-focused amenities, and turnkey solutions (from private vineyards to concierge services). Their expectations have evolved, and our services have evolved with them,” he explains.

How, when, and why was Maia IP born? Was it an old dream?

Maia IP was born as a natural extension of Maia +20, our agency in Belo Horizonte. We brought to Portugal our personalized advisory service in property acquisition, as we identified an opportunity to initially serve Brazilian clients who needed the same level of support we offered in Brazil.

Inspired by the legacy created by my grandfather, Álvaro Maia, and my father, Francisco Maia Neto, in Brazil, and enriched by global experiences, the creation of Maia IP was an aspiration that consolidated over time. The goal was clear: to offer the Portuguese market an exceptional service, with an intentional and highly personalized approach.

You were born in Belo Horizonte, studied marketing in Sydney, and worked in advertising. How did you enter the real estate sector in Portugal?

I was born in Belo Horizonte, graduated in Marketing in Sydney, and built a career in advertising, working at some of Australia’s most renowned agencies, such as Publicis, BBDO, and Ogilvy & Mather. I had the privilege of being an account director for major brands, including UBS, Pepsi, Telstra, Nestlé, and Tourism New South Wales. That experience taught me the importance of understanding human aspirations and translating intangible values into concrete experiences.

“I saw an opportunity to offer differentiated service and moved to Portugal to apply an international vision to a booming real estate market.”

Real estate was both inherited and inspired: my grandfather founded one of Brazil’s leading agencies over 80 years ago, managing a significant portfolio of assets. In 2015, I attended a Monocle magazine conference on quality of life in Lisbon and made my first local sale. I quickly realized my path was here.

A few years later, we established operations in Brazil, in Portugal, and, in 2019, also in Hong Kong. I saw an opportunity to provide differentiated service and moved to Portugal to apply an international perspective to a booming real estate market. In the early years, I traveled constantly – sometimes flying every two weeks to support clients. It was demanding, but I didn’t feel comfortable leaving clients in the hands of professionals who didn’t share the same service philosophy.

Is Maia IP a “typical” brokerage or something more?

We are much more than a traditional brokerage. We operate as a boutique consultancy, positioning ourselves as one of the best buyer representation agencies in the Portuguese market. We create a client experience worthy of an agency with deep knowledge and the ability to navigate the local market.

Our differentiator lies in a highly qualified and multidisciplinary team: we are an international and local group, with members from Portugal, Belgium, South Africa, Brazil, and the USA, with backgrounds as diverse as interior design, opera and classical music, mental health, advertising, and design. This cultural and professional diversity allows us to offer a unique perspective and innovative solutions.

In addition, we collaborate with a network of top partners for complementary services, including lawyers, accountants, and digital marketing specialists. We also have in-house creatives who support the marketing of new projects and developments, contributing to the success of launches and repositionings in the market.

Our scope goes beyond luxury residential: we also work with commercial real estate, including scouting buildings for hotels and branded residences. This reflects the breadth of our vision and our ability to adapt to the needs of different segments.

How has business been, and how is 2025 going so far?

Since the beginning, our growth has been organic and sustainable, based on recommendations and trust relationships. We have faced market cycles with resilience and continue to raise our standards. In 2025, business remains solid. The volume and quality of transactions surpass previous years, reflecting consistent global interest in Portugal. Our team, with life experience in different countries, has a unique ability to adapt to the various nationalities that seek us out. I find this cultural exchange fascinating, as it enriches our approach and allows us to deal with any culture with empathy and effectiveness.

What kind of properties does Maia IP market, and in which regions?

Our carefully selected portfolio includes:

  • Luxury villas and contemporary houses in Lisbon, Porto, Cascais, and Comporta;

  • Historic properties and charming estates in Alentejo, including design houses with vineyards;

  • Distinctive design apartments in the historic neighborhoods of Lisbon and Porto.

In addition, we have exclusive access to true off-market gems, such as a penthouse in the heart of Cascais and an absolutely extraordinary property in a palatial building in central Lisbon – rare opportunities for the most discerning clients.

Who are the buyers, and what are the trends?

About 85% of our clients are international – mainly from North America, the UK, France, and Brazil – with growing interest coming from Northern and Central Europe, as well as Asia.

We are witnessing a transformation: many clients are no longer just looking to invest, but to change their lives and settle in Portugal. That is something that excites us deeply.

What are clients looking for? Has that changed over time?

Clients increasingly value properties that offer a genuine connection to place, community, and lifestyle. They seek privacy, architectural excellence, sustainability, wellness-focused amenities, and turnkey solutions (from private vineyards to concierge services). Their expectations have evolved, and our services have evolved with them. With a team of creative and commercial profiles, we can respond with innovative proposals and a level of curation that goes far beyond the conventional.

Is Portugal still an attractive destination for real estate investment?

Without a doubt. Portugal stands out for its combination of political stability, safety, vibrant culture, mild climate, affordability, and modern infrastructure. Tax incentives such as the Golden Visa, D7, and the digital nomad regime further reinforce its appeal.

One of our strengths is precisely avoiding the “overselling” of Portugal. Many clients come to us after hearing unrealistic predictions about returns and simplified processes, when we know it is not that straightforward. We manage expectations transparently and help clients navigate local bureaucracy effectively so that they feel well guided and confident.

How can the international macroeconomic and political context impact your business?

Despite global variables such as inflation and geopolitical uncertainty, the fundamentals of the Portuguese market – limited premium supply, stable demand, and lasting appeal – provide resilience.

Our strategy is clear: guide clients with a long-term vision, identifying opportunities even in times of volatility. Furthermore, our close relationship with developers and investors allows us to anticipate trends and support the marketing of new projects more effectively. This capability is reinforced by our internal creative team, which helps conceptualize and bring residential and commercial projects to life.

Do you consider moving beyond the luxury segment, given the need to increase housing supply?

While we have great appreciation for the luxury segment, we remain attentive to broader housing market challenges. If one day we consider diversifying, it will always be while maintaining the standard of curation and innovation that defines Maia IP. For now, we remain focused on what we do best: the premium market and collaborating with developers for the launch of hotels, branded residences, and mixed-use projects.

What could be done to help resolve Portugal’s housing crisis?

The housing crisis in Portugal is complex and affects communities at multiple levels. Although we operate in the luxury segment, we believe access to quality housing is essential for a balanced society. Effective collaboration between public policies and private initiatives is fundamental. Simplifying licensing processes, encouraging sustainable development, and revitalizing underused urban areas are measures that can make a difference.

With our experience also in commercial real estate, we identify opportunities to create synergies with mixed-use projects that can bring both economic and social benefits.

Is technology and Artificial Intelligence (AI) impacting your activity?

Technology and AI are strategically integrated into our business, enhancing research, data analysis, digital marketing, and immersive virtual experiences. These tools increase efficiency and reach, without compromising our commitment to human and personalized relationships. We firmly believe that AI will never replace the one-to-one relational experience we offer, and that is precisely what clients value most.

In addition, our multidisciplinary team and the partners we collaborate with (from lawyers to digital marketing specialists) ensure a complete approach that combines technological innovation with human excellence.

Anything else you would like to add?

We believe our work goes far beyond real estate. It’s about legacy, lifestyle, and the stories clients will live. It’s also about how we can work side by side with developers, investors, and partners to transform ideas into iconic projects.

The internal creative capacity, combined with strategic collaborations with lawyers, accountants, and marketing specialists, reinforces our role as trusted partners in the acquisition and commercialization process.

We believe that success is due to our diverse and international team. This wealth of perspectives, combined with know-how in residential and commercial markets, allows us to offer tailored solutions for each client and project. It is an honor to guide clients in writing their next chapter in Portugal.