Memeia Portugal, a real estate brokerage specialising in the premium segment, with a deeply personalised business model, was established this year following a partnership between Chiado Invest, a Portuguese consultancy specialising in advising foreign investors in Portugal, and Memeia Imóveis, an experienced real estate broker based in São Paulo, Brazil. The business secret is well kept in the vault, but João Xara-Brasil, Managing Partner of Memeia Portugal, emphasises the importance of maintaining a close and excellent relationship with clients and potential buyers and/or investors. “We either lose a lot of time, or gain it, by talking to people,” he says in an interview with idealista/news.

Without beating around the bush, João Xara-Brasil considers that sometimes the residential market cannot meet the existing demand in the luxury segment – “There is a lack of houses, of more special products” – and reveals that Memeia Portugal positions itself as a boutique: “We don’t have the pressure that the big brokerages have, but we do have the pressure of the relationship with people.”

In a candid moment, he leaves a message, challenging people and companies to be better, more demanding, and more committed, particularly in the services they provide. “Let’s be more attentive and efficient in how we treat people coming from abroad,” he urges.

Luxury Real Estate Brokerage
João Xara-Brasil, Managing Partner of Memeia Portugal
Credits: Gonçalo Lopes | idealista/news

Why create Memeia Portugal now, in 2025?

Memeia Portugal was launched with two partners, Chiado Invest and Memeia Brazil. Chiado Invest is a company that since 2014 has focused on consultancy for foreign investment in Portugal. In other words, we attract foreign investment to the country and help those who want to invest, whether in infrastructure, energy, hospitality, or real estate, which has gained enormous weight in the process. That is why Chiado Invest began to look at real estate slightly differently. As a consultancy, it had to be independent, but in some cases, it could engage in pure brokerage. And we made some deals from 2017 onwards with Memeia Brazil, which has 30 years of experience. We realised that there was a strong confluence of principles, tastes, and approaches, even when deals didn’t materialise, and that clients came highly qualified and well-prepared; when they arrived here, all we had to do was try to meet their interests. They came focused and aware of what their investment would entail, and they were often pleasantly surprised, because Portugal surprises.

Brazilians started coming to Portugal more noticeably from 2012, due to instability in Brazil. They had a mistaken idea about the Portuguese and realised that it is a completely open country in Europe, safe, with good food, beautiful houses, and sharing the same language. That’s when all the craze began. And then, of course, there were the incentive programmes.

“We feel that Brazilian clients continue to come in the same way, with the same enthusiasm for Portugal, and, above all, with much more knowledge about the country.”

Regarding the Golden Visa, did it contribute to Brazilian citizens investing more in real estate in Portugal? The programme has since undergone changes. Have you noticed any difference?

We haven’t noticed, because we are a small company and we position ourselves a bit like a boutique. What we do feel is that Brazilian clients continue to come as before, with the same enthusiasm for Portugal, and, above all, with much more knowledge about what the country is like. They go, for example, to Comporta, because people from São Paulo love the ‘Hippie Chic’ of Trancoso and feel that Comporta has a similar atmosphere – and Comporta has managed to meet these dreams. Then they arrive [in Portugal], and their children are happy because they can go to restaurants alone and use their phones safely at night in the street. Then they enjoy excellent food, and the cost of living, obviously, is much lower than in Miami (USA), where they used to invest heavily. They are delighted. We look for interesting opportunities for these types of investors, whether they come to spend holidays, live, or retire.

It’s true that Memeia Portugal was created recently, but are there any figures on transactions that you can share?

I can say that if we sold all the properties, the values would be very interesting, in the tens of millions of euros. We have a client, for example, looking for a house with a very high budget, but they haven’t been able to buy because they haven’t found it yet. Sometimes the market doesn’t respond; there is a lack of houses, of more special products.

Luxury Houses for Sale in Portugal
Property in Estoril listed on Memeia Portugal website
Credits: Memeia Portugal

Do you feel that some clients are looking not just for luxury homes, but for something ultra-luxury, something even more exclusive?

We position ourselves as a high-standard brokerage, which is not necessarily the type of luxury that costs millions of euros. An apartment designed by Aires Mateus or Siza Vieira [renowned architects] in a beautiful part of Lisbon is a high-standard property and could be a one-bedroom flat.

“We have a client looking for a house with a very high budget, but they haven’t been able to buy because they haven’t found it yet. Sometimes the market doesn’t respond; there is a lack of houses, of more special products.”

The high standard we want to instil in Portugal is high standard in client support, property search, understanding their story and that of their family, the life they want to lead in Portugal, and what they seek to meet their needs, many of which they don’t even know they have.

In conversations, we start asking questions and realise that they come with an idea of Chiado, but end up thinking about Campo de Ourique. Brazilians in Lisbon are very focused on Campo de Ourique and Avenidas Novas. It used to be Avenida da Liberdade and Chiado. They began to understand that in Avenidas Novas, given the neighbourhood characteristics, services, and transport, they don’t even need a car. And the houses are high-standard. The neighbourhood life in Campo de Ourique has greatly attracted them. Things are gradually changing.

Are you mainly talking about Brazilian clients, even though they are the core of Memeia Portugal, or do you also work with other nationalities and Portuguese citizens, including emigrants in Brazil?

Currently, we serve Portuguese, Brazilians, Portuguese emigrants in Brazil, and North Americans, which is another market that shouldn’t be underestimated. They usually have higher budgets and are increasingly interested in the Algarve. The Algarve will make waves with North Americans. The “Donald Trump factor” [former US president] scares Brazilians who were in Miami, prompting them to come here.

Does that mean Brazilians who already have a second home in Miami, many of them, may now stop investing in the USA?

There are several factors. In Miami, for example, there are cyclones, which we fortunately do not have, but we offer a cheaper cost of living, more security, and the language advantage.

Living in Luxury Homes
Property in Cascais listed on Memeia Portugal website
Credits: Memeia Portugal

Is demand in Portugal higher for apartments or luxury villas?

In Lisbon, [Brazilians] look for the same services they have in São Paulo. They want new condominiums and buildings; nothing requiring renovation. Buildings must look good. They don’t like low floors, mainly due to security issues, unless it’s a gated community. They always like to have a service area, and a laundry sink is an important feature for them. We don’t use it ourselves, but they like it. Also, people over 50 look for estates in Alentejo, wine businesses in Douro, or another lifestyle to stabilise themselves with more peace.

So currently, we see demand for Lisbon and Cascais, mainly Douro and Alentejo for the higher classes, and now the Algarve, with many Brazilians and North Americans interested.

Are there celebrities among your clients? Who are these people investing in luxury homes in Portugal?

There are Brazilians from families with very interesting lives in Portugal, doing great things, and with whom we have become friends because they felt extremely secure with the service we provided. They are mainly Brazilian entrepreneurs and families of entrepreneurs.

“Memeia Portugal represents a new way of conducting brokerage,” you said in a statement. What does this mean?

We spend a lot of time, or gain it, talking to people, taking them around Lisbon, showing them what they can find in each location. Honestly, I don’t know if many brokerages can dedicate this kind of attention to a client. At the same time, we can create empathy with clients, and we often know what the children like or don’t like, what they want in terms of house layout, and what their expectations are. Ultimately, they are people realising a dream, aren’t they?

“We spend a lot of time, or gain it, talking to people, taking them around Lisbon, showing them what they can find in each location. Honestly, I don’t know if many brokerages can dedicate this kind of attention to a client.”

We value each client’s requests, knowing they are leaving their country to live elsewhere or make an investment, so they must feel very comfortable and secure. Finding a property is essentially making someone’s, or a whole family’s, dream come true.

Often, we do viewings with parents and children, and we listen to the children’s comments too, as they often give clues. It’s about having a story to tell about a property we sell and a story of the buyer. That is not easy and often takes a lot of time.

Luxury Homes
Property in Estoril listed on Memeia Portugal website
Credits: Memeia Portugal

Is that why you describe yourselves as a boutique, because it’s more personalised?

We don’t have the pressure that big brokerages have, but we do have the pressure of maintaining relationships with people. If we realise they cannot buy anything this time, they will come back next time. We don’t force anything.

Are Portuguese emigrants in Brazil looking to buy property in Portugal? Has this become more frequent?

We have sold several properties to Portuguese who moved to Brazil, built their lives there, and are now buying in Portugal, living half their time here and half there, but I don’t think it’s a trend. What is very interesting and enriching is realising that people arriving here have incredible success stories.

“We don’t have the pressure that big brokerages have, but we do have the pressure of maintaining relationships with people. If we realise they cannot buy anything this time, they will come back next time. We don’t force anything.”

Have legislative instability and bureaucracy in Portugal impacted the real estate sector, particularly from the perspective of those wanting to invest or buy property in the country?

Through Chiado Invest, I feel there is clearly a great disappointment, not regarding buying property, but regarding investments, licensing, delays, and unfulfilled promises. We have lost deals. We have an investment for which we brought Brazilian investors; the project is ongoing, finishing next year, but after two years the investors wanted to sell their share because they couldn’t continue. Meanwhile, Portuguese investors, already used to these issues, took over and advanced the project. One of our investors has been waiting for a licence for four years…

There’s also a mindset that Portuguese people need to change: the best service I know in the world is in São Paulo, where in restaurants or shops, the attention given is incredible. Something that does not exist in Portugal.

Luxury Homes in Lisbon
Property in Restelo (Lisbon) listed on Memeia Portugal website
Credits: Memeia Portugal

Are most Brazilian investors from São Paulo?

The bulk of our clients are from São Paulo, yes, but we also have clients from Rio de Janeiro.

The real estate brokerage sector, like all others, is increasingly technological, particularly with the arrival of Artificial Intelligence (AI). Nonetheless, is word-of-mouth still crucial?

We feel AI processes help a lot in finding clients and assets and connecting them, but honestly, we are not yet deeply integrated into it, knowing that no one operates without AI. For now, word-of-mouth still works. If we complete 10% of the deals we are seeking, that is already very good, because some are ready to close.

Regarding Chiado Invest, we may be closing two very emblematic deals in Lisbon, also with Brazilians.

“In Portugal, very good and high-quality things are being done, not only in brokerage. We have people and companies working very well with foreigners coming to Portugal, but we are also shooting ourselves in the foot. (…) I challenge us to be better, more demanding, more committed, and not to pretend we don’t know or haven’t seen things.”

So Chiado Invest continues to operate normally and autonomously, with its own modus operandi?

Memeia Portugal uses brokerage techniques and all the know-how of Memeia Brazil, adapted to Portugal, which we know well. In the case of Chiado Invest, we do consultancy, present projects to clients, and indicate if they can be good, if done a certain way.

You said there is a mindset in Portugal that needs to change, particularly regarding service quality in the real estate sector. What final message would you like to leave?

In Portugal, very good and high-quality things are being done, not only in brokerage. We have people and companies working very well with foreigners coming to Portugal, but we are also shooting ourselves in the foot. The tendency is usually to blame – rightly so – changing governments, licensing delays, and uncertainties regarding municipal processes. This happens, and we won’t step on wet ground again. But I think we should each focus on being much better, attentive, providing excellent service and quality of information and work to people coming from abroad. Often, we are largely responsible when things go wrong in Portugal. I challenge us to be better, more demanding, more committed, and not to pretend we don’t know or haven’t seen. Let’s be more attentive and efficient in how we treat people coming from abroad.

Luxury Homes in Portugal

This is the full, faithful European English translation of the entire text you sent, preserving every quotation, subheading, and nuance from the original Portuguese.

If you want, I can also format it into a polished version suitable for publishing, keeping the journalistic style but with improved flow for English readers. Do you want me to do that?