Marlos Gonçalves was born in Brazil and moved to Portugal in 2017 “in search of a better quality of life”. Two years later, Piquet Realty Portugal was founded, a real estate brokerage representing Piquet Realty – which was established 20 years ago by Brazilian entrepreneur Cristiano Piquet, based in the United States – and operating in the luxury residential segment. Last year, a new chapter was written in the company’s history, as it became part of the Porta da Frente Group. In an interview with idealista/news, Marlos Gonçalves reveals, for example, that the premium segment “is in good health” and shares the view that there is a kind of ultra-luxury housing segment in the country, one that “is going through a growth phase, although it is limited by a shortage of properties with these characteristics”.
“We are talking about properties in absolutely premium locations, with very generous areas, top-quality finishes, multiple amenities, advanced home automation and large garages,” explains the CEO of Piquet Realty Portugal, noting that this segment is mainly concentrated in Lisbon and Cascais. “In the Algarve, we also find properties with these characteristics, particularly in areas such as Quinta do Lago, Vale do Lobo and surrounding areas.”
For Marlos Gonçalves, there is no doubt that “the luxury residential segment remains very solid”, with the country continuing to be “a strategic market, not only for those looking for a second home or holiday properties, but also for those seeking to invest in safe and profitable assets”. Regarding the role of the real estate consultant in this market niche, he highlights the level of demand: “Professionals in the sector are increasingly acting as experience managers and strategic partners to the client, offering a highly personalized service. It is not enough to know the property: it is essential to have deep knowledge of the market, trends, the economic context and the specific characteristics of each region in which one operates.”
Luxury homes in the Algarve
One Green Way project, Algarve
Credits: Piquet Realty Portugal
Tell us a bit about yourself. Who is Marlos Gonçalves and how long have you been connected to the real estate sector?
I am Brazilian, with a degree in management, and over 20 years of experience in the financial market, having held banking management positions in Brazil. In 2017, I moved to Portugal in search of a better quality of life. For about two years, I was involved in the Wealth Management segment, where I had my first contact with the Portuguese real estate market. In 2019, together with my partners, I decided to bring Piquet Realty to Portugal and, since then, I have dedicated myself exclusively to the real estate sector.
Piquet Realty Portugal has been present in the country since 2019 and, in the first half of 2025, became part of the Porta da Frente Christie’s Group. What assessment can be made of the activity since the start?
The assessment is very positive. Since the beginning of our operations in Portugal, we have recorded consistent growth, keeping pace with market developments and changes in client profiles, which have been heavily influenced by geopolitical factors. Over the past two years, I would particularly highlight the significant increase in demand from North American clients, who have come to represent a relevant share of our activity.
As for the integration into the Porta da Frente Christie’s Group, from the very beginning we knew that there were strong synergies between both parties and that this union would make us more robust. Even so, the results exceeded expectations. Despite a natural initial period of cultural integration and process alignment, gains in operational efficiency and the ability to close larger and more complex deals quickly became evident.
“The luxury segment remains very solid, with demand continuing to exceed available supply. Licensing difficulties and certain bureaucratic obstacles have limited the launch of new projects, which helps keep the market heated.”
Was 2025 a good year for Piquet Realty Portugal? Why?
It was a particularly demanding year, largely due to the integration process into the Porta da Frente Group, which required efforts from both sides to ensure an effective transition. Even so, we managed to achieve all the annual objectives we had set, and although it is not possible to disclose specific figures, I can say that our performance was around 50% higher than in 2024.
What has changed in the company since the integration into the Porta da Frente Christie’s Group and what can you reveal about this deal?
Piquet Realty Portugal maintains its very own DNA, resulting from a combination of influences from Brazil, the US and Portugal, with a strong focus on the client and on process agility. The main change lies in the fact that we now have access to a broader property portfolio, new working tools and highly qualified teams. This coexistence has brought us new practices, greater operational efficiency and an increased ability to respond to the market.
Luxury homes for sale
Domus development, Algarve
Credits: Piquet Realty Portugal
The luxury residential segment is in good health, unlike the middle-class segment, which is facing a crisis. Do you agree with this view?
Yes. The luxury segment remains very solid, with demand continuing to exceed available supply. Licensing difficulties and certain bureaucratic obstacles have limited the launch of new projects, which contributes to keeping the market heated. Added to this is the continuous flow of buyers from various nationalities, such as British and Brazilian clients, as well as a very significant increase in North American demand. Everything indicates that this scenario will continue throughout 2026.
Piquet Realty Portugal announced the start of a new phase of national growth with a focus on the Algarve. What led to this decision, and why the Algarve rather than another region, such as Comporta?
The decision to expand into the Algarve represents a natural step in Piquet Realty Portugal’s journey. After consolidating our presence in Lisbon and Cascais, we were looking for a region that combined scale, product diversity and consistent demand in the high-end segment.
The Algarve stands out precisely because of this combination. It is a mature market, with several well-established submarkets and others that are growing, capable of responding to different client profiles. Regions such as Comporta are relevant and very attractive, but they have more limited size and supply. The Algarve region, in turn, brings together the essential conditions to develop a structured operation and consolidate our presence in a strategic market, where we can grow sustainably and achieve a leadership position.
We are very motivated by this new phase in Piquet Realty Portugal’s journey. Despite being fully aware of the challenges, we believe we are on the right path to consolidating ourselves as one of the reference players in the Algarve.
“Portuguese buyers have always represented a relevant share of our business, accounting for between 20% and 30% of total transactions. We believe this proportion will remain stable in 2026.”
Are Piquet Realty Portugal’s main clients (buyers and/or investors) Brazilian and North American? Are there new nationalities interested in Portuguese real estate?
Although we see very strong demand from Brazilian and North American clients, reflecting Piquet Realty’s origin and international positioning, our buyer profile is quite diversified. In the Algarve, for example, British, German and Irish clients stand out. In Lisbon and Cascais, in addition to Brazilians and North Americans, we observe consistent demand from French, Swedish, Russian and other European nationalities.
And has interest from Portuguese buyers/investors been increasing?
Portuguese buyers have always represented a relevant share of our business, accounting for between 20% and 30% of total transactions. We believe this proportion will remain stable in 2026, reflecting continued interest from the domestic market, particularly in the high-end segment.
This interest is largely driven by Piquet Realty Portugal’s reputation in the high-end segment, as well as by the fact that we facilitate access to a differentiated portfolio of premium properties and, in particular, to off-market opportunities, which are increasingly valued by domestic clients.
Luxury real estate brokerage in Portugal
Quinta das Parreiras development, Portimão
Credits: Piquet Realty Portugal
Does Portugal continue to be an attractive investment destination for foreign investors/buyers?
Yes. The country combines economic stability, legal security and quality of life—factors that are increasingly valued by those seeking luxury properties or safe investment opportunities. In addition, it offers a diversified property portfolio, ranging from historic properties and exclusive villas to new premium developments. Ease of access from major European markets and its international reputation also help keep the country on investors’ radar.
In the high-end segment, Portugal’s appeal is reinforced by the balance between quality of life, privacy and property appreciation potential. For these reasons, the country remains a strategic market, not only for those looking for a second home or holiday properties, but also for those seeking to invest in safe and profitable assets.
What type of luxury properties are clients looking for? More villas, penthouses/apartments, palaces…?
It depends greatly on the region. In Lisbon, demand is mainly focused on apartments and penthouses. In Cascais, there is a more balanced mix between apartments and villas. In the Algarve, the ultra-luxury segment is more focused on villas, while “traditional” luxury is divided between apartments and villas.
“Portugal combines economic stability, legal security and quality of life—factors that are increasingly valued by those seeking luxury properties or safe investment opportunities.”
Do you agree with the view that there is a residential segment in Portugal that goes beyond luxury—a kind of ultra-luxury housing? If so, what distinguishes these properties and where are they located?
Without a doubt. The ultra-luxury segment is going through a growth phase, although it is limited by a shortage of properties with these characteristics. We are talking about properties in absolutely premium locations, with very generous areas, top-quality finishes, multiple amenities, advanced home automation and large garages.
Currently, this segment is mainly concentrated in Lisbon and Cascais. In the Algarve, we also find properties with these characteristics, particularly in areas such as Quinta do Lago, Vale do Lobo and surrounding areas.
Do you believe that the role of real estate brokerage and consultants working in the luxury segment is also changing, particularly due to the impact of technology and Artificial Intelligence (AI) on the sector?
Technology and AI are bringing profound changes to the real estate sector, especially in the premium segment. Today, clients expect quick responses, accurate information and a highly personalized service.
Digital tools make us more efficient, precise and strategic in the way we approach the market and clients. AI, for example, is no longer just an operational support tool and has taken on a strategic role: it allows us to analyze market data, identify demand patterns, anticipate trends and personalize client approaches. This frees up consultants’ time to focus on what truly creates value: advisory, close follow-up and personalized experience.
However, technology does not fully replace human relationships—it complements them. The true value of a real estate consultant continues to lie in their ability to interpret needs and build lasting relationships of trust with clients.
Buying and selling luxury homes
Freepik
Are the characteristics required of a real estate consultant operating in the premium segment different from those in the past?
The profile of the luxury consultant has become much more demanding. Today, professionals in the sector increasingly act as experience managers and strategic partners to clients, offering a highly personalized service. It is not enough to know the property: it is essential to have deep knowledge of the market, trends, the economic context and the specific characteristics of each region in which one operates. In the case of international clients, for example, this includes supporting the entire relocation and integration process in the country, from documentation and practical services to adaptation to local life.
At the same time, mastery of digital tools, CRM systems and other technological solutions, combined with a structured approach, has become indispensable for efficiently and strategically managing multiple clients and business opportunities.
As mentioned earlier, human relationships remain decisive, but today they are supported by information, technology and professionalism. The luxury consultant must know how to balance empathy and closeness with rigor and efficiency, offering the client not just a real estate transaction, but a complete, secure experience aligned with their goals and lifestyle.
“The profile of the luxury consultant has become much more demanding. Today, professionals in the sector increasingly act as experience managers and strategic partners to the client, offering a highly personalized service. It is not enough to know the property: it is essential to have deep knowledge of the market, trends (…)”
The Government announced new measures related to housing. They are mainly aimed at increasing supply in the middle-class segment, but will they also have an impact on the luxury segment?
Any measure that contributes to boosting the real estate sector, even when focused on the middle class, ends up having a transversal impact. These initiatives reinforce confidence in the market, encourage investment and bring greater predictability for investors and developers. I would highlight the reduction of VAT for properties up to €648,000 and the measures aimed at speeding up urbanization and rehabilitation processes, which will be decisive in increasing supply, both in affordable housing and in the high-end segment.
Considering that one of the main constraints of the premium market continues to be the scarcity of land and viable projects, more efficient processes could unlock new developments and contribute to greater dynamism in the sector.