It was founded almost 120 years ago in the US and has more than 3,000 agencies spread across more than 45 countries. We are talking about the Coldwell Banker (CB) real estate network, which landed in Portugal in 2017 and currently operates 12 agencies with around 250 employees. In an interview with idealista/news, Frederico Abecassis, CEO of CB Portugal, reveals that its “diversified portfolio in the luxury residential segment” has been appreciating — “We have 266 active residential properties valued at more than one million euros” — and he is optimistic about the future. “The luxury segment in Portugal continues to show great dynamism,” he assures.

But are there many Portuguese people buying luxury homes or investing in this niche of the residential real estate sector, or are we looking at a market dominated by foreign citizens/clients? “Among the main originating markets in the prime and ultra-luxury segment are the US (…), Brazil, Northern European countries such as the Netherlands, Sweden and Denmark, as well as the United Kingdom (…). It is also important to note the growing number of Portuguese investors who continue to invest in luxury assets, recognising their value as secure assets with high appreciation potential in the national context,” responds Frederico Abecassis.

Highlighting that “from a real estate business perspective, the macroeconomic environment is favourable,” with “a clear appreciation of the properties currently on the market and credit availability,” the CEO of CB Portugal also emphasises the role of consultants in the daily life of real estate mediation, particularly in the premium segment: “Technology is here to stay and is a powerful ally, but in the luxury segment the human component will remain irreplaceable.”

Luxury homes for sale
Estate for sale in Ferreira do Alentejo
Credits: Coldwell Banker Portugal

CB was founded in 1906 in the US and presents itself as ‘the oldest and most established real estate network in the world’. What justifies this definition?

CB is the oldest real estate network in the world, founded in 1906 following the great San Francisco earthquake (USA). Faced with the real estate speculation that took advantage of that tragedy, founders Colbert Coldwell and Benjamin Banker created CB with the mission of promoting an ethical, transparent and honest real estate business, attentive to clients’ interests. That moment defined CB’s identity to this day: a brand built on clear and non-negotiable values.

Today, CB has more than 3,000 agencies across more than 45 countries and over 100,000 professionals. A global scale that established the brand on five continents and made it a reference in real estate mediation in both the northern and southern hemispheres, in the west and the east. It is this geographic breadth that allows us to offer a close service, combining global expertise with deep local knowledge, positioning CB as the most well-established real estate network in the world.

CB entered Portugal in 2017. What balance can be made of its activity? There was the pandemic in between, for example…

We draw a very positive balance. We arrived in Portugal in 2017 and since then we have recorded consistent and sustained growth: not only in terms of business volume and number of transactions, but also in team expansion, geographic coverage and brand awareness.

We are very well established in Greater Lisbon and the Azores, where we have a strong presence and a consolidated market position. We have grown year after year in the number of locations where we operate and we are continuously diversifying our geographic scope.

Of course, the pandemic was challenging, but the sector regained momentum in the post-pandemic period, and the foundations we built before the lockdown were essential for us to gain traction as soon as the market returned to normal.

The numbers speak for themselves: from an early stage with few consultants we moved to a national-scale reality, with an operation of 12 agencies and around 250 employees, generating more than 120 million euros across approximately 750 annual transactions, recognised in 2025 with the Quality Award from Consumer Choice.

Luxury homes
Luxury villa for sale in Birre, Cascais
Credits: Coldwell Banker Portugal

Is 2025 meeting expectations? Why? And what can be expected for 2026?

It is going very well. Between January and September, we recorded a 17% increase in revenue and a 19% increase in transactions compared to the same period in 2024. We also grew 20% in the value of our listings portfolio and 9% in the number of units listed. These indicators are very positive and allow us to look to the end of the year with optimism.

"From a real estate business perspective, the macroeconomic environment is favourable: there is a clear appreciation of the properties on the market — our average price reached 491,286 euros in the first half — and credit availability. This allows us to look ahead to 2026 positively."

From a real estate business perspective, the macroeconomic environment is favourable: there is a clear appreciation of properties on the market — our average price reached 491,286 euros in the first half — and credit availability. This allows us to look ahead to 2026 positively. At the same time, the Government has signalled its intention to move forward with housing-related political initiatives that could result in a reinforcement of supply, which is important — not only to boost the market but also to address the challenges families face in accessing real estate.

For 2026, the objective is clear: grow consistently, strengthen the agency network, continue improving our already high consultant retention rate, and invest in the continuous enhancement of customer service.

CB specialises in the luxury residential segment. Regarding your property portfolio, is it mostly houses and apartments, or do you also list estates and mansions (or other types of assets)?

We have a diversified portfolio in the luxury residential segment, which has been continually appreciating. We have 266 active residential properties valued at more than one million euros.

In 2024, we recorded an average selling price of 1,695,385 euros in this segment, surpassing the 2023 average of 1,542,237 euros. This variation naturally reflects the overall appreciation of properties in Portugal, but it also illustrates the diversification and portfolio strengthening strategy carried out by our franchisees.

Apartments represent the majority of transactions for CB Portugal as a whole: in the first half of 2025, they accounted for 55% of franchisee sales. Land comes second, followed by houses. The mansions market is also relevant, particularly due to the value it generates, but it is naturally much more restricted and exclusive: in this first half of the year, it represented 2% of transactions.

Buying and selling luxury homes
Luxury villa for sale in Quinta do Peru
Credits: Coldwell Banker Portugal

And where are these properties located? Mainly in Lisbon and Porto or also (and increasingly) in areas like Comporta?

Lisbon, Porto and the Algarve are the most sought-after locations for the luxury residential segment. Outside this classic trio, Comporta is the location that has grown the most in both demand and business.

What is the target audience in the premium/luxury niche and, among investors and/or buyers, which nationalities are the most active? Are new nationalities emerging in the market? And are Portuguese buyers also more attentive to the luxury segment?

The luxury client profile in Portugal is quite diverse, but there are common traits among buyers in this segment. On one hand, we see professionals in active career stages, often expatriates who have chosen Portugal as their base of life, attracted by stability, climate, quality of life and the possibility of remote work. On the other hand, there is also a growing number of retirees who see Portugal as the ideal destination for permanent residence, valuing factors such as safety, balanced cost of living, the healthcare system and the country’s excellent infrastructure.

"It is important to mention the growing number of Portuguese investors who continue to invest in luxury assets, recognising their value as secure assets with high appreciation potential in the national context."

Additionally, we have seen significant demand from entrepreneurs and business owners with greater geographic flexibility who view Portugal as a strategic point in Europe, benefiting from its privileged location, legal security and ease of international mobility.

Among the main originating markets in the prime and ultra-luxury segments are the US — currently the most active market — Brazil, Northern European countries such as the Netherlands, Sweden and Denmark, as well as the United Kingdom, which maintains a historic presence in the country. It is equally important to highlight the growing number of Portuguese investors who continue to invest in luxury assets, recognising their value as secure assets with high appreciation potential in the national context.

Luxury real estate mediation
Villa for sale in Quinta do Peru
Credits: Coldwell Banker Portugal

Do you believe the real estate mediation business, particularly in the luxury segment, is in good health in Portugal? Is there anything that could or should be improved? Why?

Yes, the luxury segment in Portugal continues to show great dynamism. I would even say that it is not despite the international economic and geopolitical context, but because of it. Coldwell Banker Global Luxury — our division specialising in the luxury market — published a very interesting report this year that places Lisbon among the top cities in the world for investment in the luxury real estate market. In fact, Lisbon is the only European city mentioned in the report.

Why? Because it is considered an accessible luxury destination, combining good infrastructure with competitive prices for international investors who seek the luxury segment. Lisbon offers a cosmopolitan and European lifestyle but at a significantly lower cost compared to major cities such as London or Paris. This is a major competitive advantage and an important factor of attractiveness at a time of economic fluctuations, when investors are particularly concerned with capital returns and look for a good balance between real estate appreciation potential and the cost of living in that market.

"The challenge, in this context of high attractiveness, is to have specialised professionals who can provide personalised service to these investors. This is where the real estate mediation business in the luxury segment can improve."

The challenge, in this context of high attractiveness, is to have specialised professionals who can provide personalised service to these investors. This is where the real estate mediation business in the luxury segment can improve. We have been making concrete investments, particularly through continuous training of highly specialised professionals and in tailored services for this segment.

What sets CB apart from other agencies operating in the premium market?

We stand out through the combination of a century-old legacy with a modern and personalised approach. Having a specialised brand like Coldwell Banker Global Luxury is also an essential part of our value proposition, as it allows us to offer franchisees an international marketing platform and knowledge-sharing network between markets, as well as a global network of buyers.

But the true differentiator lies in our values. This year we launched a communication campaign aimed at emphasising exactly that: for us, real estate consultancy only makes sense when it is built on clear values, such as transparency, integrity and ethics. In a market where consumers often look at brands and professionals with some degree of mistrust, this emphasis on values makes all the difference.

Luxury homes for sale in Portugal
Luxury property for sale in Bicesse, Cascais
Credits: Coldwell Banker Portugal

Do real estate investors, especially foreign ones, still see Portugal as a safe and profitable destination? What continues to attract them?

Absolutely. Recently, I attended CB’s global convention in the US, where I had the opportunity to speak with professionals from various markets, and this became very clear: Portugal continues to be a highly attractive destination for living and investing. Locations such as Lisbon, Cascais and the Algarve continue to stand out for important profiles of foreign clients, such as retirees and digital nomads.

Political stability, the climate, hospitality, competitive cost of living and safety remain highly valued factors for international investors. In addition, the Portuguese real estate market remains competitive in tax terms and offers significant appreciation potential.

The Government announced new housing measures. Do you believe they will also have an impact on the luxury segment? Why?

The Government’s measures were clearly designed with the middle-class housing market in mind, particularly for first-time homebuyers and moderate-rent housing. And rightly so: that should be the priority of the State’s strategy, because that is where the core of Portugal’s housing problem lies. This does not rule out indirect impacts, particularly in terms of investor confidence and market perception, which is worth building up in Portugal.

"The technology is here to stay and is a powerful ally, but in the luxury segment the human component will remain irreplaceable. Tools such as AI can and should support data analysis, the personalisation of consultants’ work and operational efficiency. However, trust, empathy and deep market knowledge remain critical differentiators."

The luxury segment is, by definition, less sensitive to cyclical changes and tends to maintain its own dynamics, but it is important to closely monitor the evolution of the legal and tax framework. After all, attracting qualified investment should be a national priority, as it has direct and indirect impacts on wealth creation.

What can be expected for the future of real estate mediation in Portugal, particularly in the luxury segment, now that technology is increasingly part of the business, with tools like Artificial Intelligence (AI) gaining prominence? What is changing, and what role will consultants play?

Technology is here to stay and is a powerful ally, but in the luxury segment the human component will remain irreplaceable. Tools such as AI can and should support data analysis, the personalisation of consultants’ work (for example, in prospecting and client advisory) and operational efficiency. However, trust, empathy and deep market knowledge remain critical differentiators.

In several sectors, from tourism to retail, luxury is defined by the ability to offer highly personalised and exclusive experiences. This is also the trend in the real estate market. I believe that the real estate consultant of the future will be, above all, a relationship manager, supported by technological tools but distinguished by the human dimension.

Luxury villas for sale