How to buy a property: the journey from research to signed contract

The purchase of a property no longer follows a linear path. If before the process began with in-person visits and conversations with brokers, today the journey usually begins in the digital environment, where buyers research neighborhoods, simulate financing, consult credit conditions and seek information about housing programs before even choosing a new home.

Digitalization has transformed the way people buy properties, but it has not eliminated the importance of specialized service. On the contrary: the more information is available, the greater the search for guidance to make confident decisions.

MRV&CO's commercial and marketing executive director, Thiago Ely, states that the current journey combines different channels and stages that complement each other throughout the process.

"Today, consumers switch between digital and in-person channels throughout their journey, researching information, carrying out simulations and comparing options online, at the same time as they seek specialized support to clarify doubts and make a decision with more confidence."

Data from McKinsey consultancy indicates that around 70% of property purchasing decisions begin on digital channels. Research by the National Association of Realtors (NAR) shows that 97% of buyers use the internet when searching for a property. The scenario helps explain why the purchasing journey has become more informed, dynamic and multichannel.

How does the journey of buying a property work?
Although each buyer has their own experience, some steps tend to be repeated throughout the process.

Before even visiting a business, consumers generally seek to understand their financial reality and acquisition possibilities.

Main phases of the journey

- Research on the location, prices and profile of the property;
- Search for information on real estate financing;
- Verification of the possibility of using the FGTS;
- Consultation on placement in housing programs;
- Credit simulations and payment capacity;
- Comparison between projects;
- Conversations with experts and brokers;
- In-person visits or digital tours;
- Credit analysis and approval;
- Definition of financing conditions;
- Signature of the contract.

According to Thiago Ely, the main change in recent years is that these stages no longer occur in a rigid sequence.

How has the internet changed the way of buying a property?
Access to information has made consumers more prepared before their first contact with a real estate agent or developer. Today, many buyers arrive at the service already knowing which neighborhoods they want, what price range they can afford and what financing conditions they intend to contract.

This transformation also raised the level of demand from buyers.

What does the buyer currently expect?

- Quick responses;
- Clear and transparent information;
- Online simulations;
- Service through different channels;
- Integration between website, WhatsApp, social networks and in-person service;
- Less bureaucracy during the process.

For Thiago Ely, technology has made the journey more efficient, but it is combined with the need for specialized guidance.

"The more information the customer has at their disposal, the more they seek specialized guidance to make a safe decision. Technology speeds up the journey, but trust continues to be built through service and relationships throughout the purchasing process."

Is the broker still important when buying a property?
Although online research has gained prominence, buying a property continues to be a complex decision with high financial involvement. For this reason, human service continues to be relevant, especially in moments of greatest impact on decision-making.

For Thiago Ely, the role of the broker has evolved. "The broker's role is no longer just presenting properties and has become one of interpreting information, understanding needs and helping the client throughout the purchasing journey."

At MRV, technology is used to support this process. One example is MIA, a virtual assistant based on artificial intelligence that clarifies doubts about projects, financing and purchase conditions. According to the company, the tool carried out around 2.01 million services in 2025.

How do technology and human service complement each other?

- Technology speeds up queries and clarifies frequent doubts;
- Simulations can be done quickly and digitally;
- The broker works on more complex decisions;
- Human service offers context and personalized guidance;
- The customer gains more autonomy without giving up specialized support.

Is it worth visiting a decorated apartment before buying?
Even with the advancement of virtual tours, the in-person visit continues to play an important role in the purchasing journey.

Direct contact with the property helps the buyer transform technical information into a concrete experience, allowing them to evaluate aspects that are difficult to perceive only through photos, videos or plans.

What can the buyer analyze in person?

- Dimensions of the environments;
- Distribution of spaces;
- Circulation within the property;
- Finishes;
- Feeling of comfort and functionality;
- Potential for using the environments.

Thiago Ely explains that visiting the decorated property continues to be an essential step, because it helps the client to better visualize the project and understand what the experience of living in that property will be like.

What are the most common questions faced by those who are going to buy their first property?
Questions related to financing tend to arise right at the beginning of the journey. Often, before even choosing a property, consumers try to understand what their credit possibilities are and what value makes sense for their financial reality.

Frequently asked questions

- How much do I need to put down?
- Can I use the FGTS?
- How does real estate financing work?
- What documents will I need?
- Do I have a profile for credit approval?
- Can I participate in Minha Casa, Minha Vida?
- What property value fits into my budget?

According to Thiago Ely, when this information is presented clearly from the beginning of the journey, the process tends to be simpler and more predictable for the buyer.

How to have more security when buying a property?
Buying a property involves several steps and usually represents one of the most important financial decisions in a family's life. In this context, having access to clear information and specialized support reduces doubts and increases confidence throughout the process.

"A well-structured journey helps transform a process that could seem complex into something simpler and more transparent", says Thiago Ely.

According to the executive, the combination of educational content, financial simulations and specialized support contributes to a more conscious choice.

What makes buying a property safer?

- Transparent information from the beginning;
- Financial simulations compatible with the client's reality;
- Guidance on credit and financing;
- Educational content;
- Specialized monitoring;
- Integration between digital channels and human service.

To support buyers and customers, in addition to commercial service, MRV maintains the Sonhar & Morar platform, which brings together content on financial planning, FGTS, real estate financing, Minha Casa, Minha Vida and other topics related to achieving your own home - with inspiring content focused on quality information and practical solutions for the most varied subjects involving the home.

FAQ: Property purchase journey
How long does the property purchase journey last?
The period varies depending on the buyer's profile, credit approval and necessary documentation. In many cases, the journey begins months before the actual purchase, during the research and financial planning phase.

Does the purchase of property necessarily start with a broker?
Not necessarily. Currently, most buyers begin their journey by researching information online before seeking specialized assistance.

When should I do the financing simulation?
The ideal is to carry out simulations right at the beginning of the journey to understand which value range is compatible with the available budget.

Can I use the FGTS to buy a property?
Depending on the current rules and the buyer's circumstances, the FGTS can be used to make up the down payment or reduce the outstanding balance of the financing.

Does digital service replace the broker?
No. Digital tools speed up the journey, but the broker continues to play an important role in providing guidance and clarifying doubts during the purchase process.

Is Minha Casa, Minha Vida part of the purchasing journey?
Yes. For families that meet the program's criteria, the evaluation of Minha Casa, Minha Vida's conditions usually occurs in the initial stages of the search for a property.

Source: CNN