Alfredo Valente, CEO of iad Portugal, a real estate agency of French origin that has been operating in the national market for ten years, believes that the sector “continues to demonstrate vitality and resilience, even in a context of significant macroeconomic challenges and limited supply.” And despite these challenges, he foresees that housing demand will remain strong and that there will be an increase in the number of transactions in 2025. Digitalization, he emphasizes, is “the key to the transformation of the real estate sector.”

In a statement to idealista/news, the CEO of iad Portugal – which recently completed its first acquisition in the country by purchasing PrimeBiz – highlights that “there is a clear movement towards the professionalization and modernization of practices” in the real estate mediation segment, “which contributes to a more competitive and efficient market.”

“Technology is a means, never an end, and its greatest value lies in allowing consultants to focus on what is most important: human relationships, active listening, and the connection with their clients.”
Alfredo Valente, CEO of iad Portugal

Even so, he notes, “there is always room to evolve, whether through simplifying processes, investing in digitalization, or continuously valuing professionals.” “The future of the sector depends on more training, innovation, and a firm commitment to quality and trust. That’s how real estate mediation will continue to grow sustainably and play an essential role in the national economy,” he analyzes.

Regarding the impact of technology and tools such as Artificial Intelligence (AI) in the sector, he points out that “digitalization is, without a doubt, the key to the transformation of the real estate sector.” “New technologies and AI are making processes more efficient, improving data analysis, and strengthening transparency at all stages of mediation. But despite technological progress, the true core of this evolution remains human talent. Technology is a means, never an end, and its greatest value lies in allowing consultants to focus on what is most important: human relationships, active listening, and their connection with clients,” he warns.

Housing crisis and lack of homes. What now?

The Government recently announced new measures directly related to housing. When asked about the impact these will have on the need to increase the housing supply in the market, both for sale and for rent, Alfredo Valente prefers to wait and see, arguing that “effectiveness always depends on execution and coherence.”

“The main challenge has been the lack of predictability and consistency in public policies. In the case of the most recently announced measures, despite their potential, when they are poorly explained or ambiguously communicated, the result is a more confusing and less confident market, both for investors and for developers and families,” he argues.

“Only with stable policies, a long-term vision, and effective cooperation between the public and private sectors will we be able to create a truly sustainable and balanced housing market.”
Alfredo Valente, CEO of iad Portugal

One thing the CEO of iad Portugal says he has no doubt about: “The sector needs regulatory stability and conditions that encourage responsible investment, without creating artificial barriers.” In that sense, he reinforces that the “focus should be on sustainably increasing supply and effectively responding to the housing crisis” the country is facing, “by promoting collaboration between the public and private sectors.” “It is in this balance that we will be able to provide real answers to people’s needs and contribute to a more accessible, inclusive, and functional market. Only with stable policies, a long-term vision, and effective cooperation between the public and private sectors will we be able to create a truly sustainable and balanced housing market,” he concludes.