Something has changed in the priorities of those who buy property. It is no longer just price, size or safety that determine the decision. Factors linked to day-to-day quality of life gained significant weight: mobility, access to services, convenience, leisure options and well-being. Research by the Brazilian Association of Real Estate Developers (Abrainc) confirms this trend. While 65% of consumers still value location and 64% point to security as a decisive criterion, there is significant growth in consumers who prioritize surrounding infrastructure, the experience of living in the location and attributes related to well-being. This represents a structural change in real estate buyer behavior. It stops being just a real estate decision and becomes a lifestyle decision. Couple strolls through Feirinha da R. Colombo, in Curitiba. Disclosure/Alysson Berger. Mobility and practicality gain relevance The growing appreciation of factors such as urban mobility, access to commerce, nearby leisure options and service infrastructure is no coincidence. It reflects real demand: buyers seek to reduce travel time, prioritize convenience and have access to everything they need close to home. This explains why cities with consolidated urban planning and neighborhoods with good infrastructure register more sustained real estate appreciation. It's not speculation. It is recognition that these places truly offer quality of life. Curitiba as an example Curitiba exemplifies this trend. The capital appears at the top of the quality of life ranking among Brazilian capitals, according to the Social Progress Index (IPS) 2025. Urban planning, presence of green areas, efficient mobility, service infrastructure and consolidated security constantly attract new residents. Data from the 2022 Census show that Paraná received more than 85 thousand new residents between 2017 and 2022. Curitiba absorbs a large part of this flow, especially from states like São Paulo and Rio de Janeiro, where buyers are looking for an alternative with a more balanced cost of living and superior quality of life. Within the capital, neighborhoods such as Juvevê, Batel, Água Verde and Alto da XV gain value because they concentrate these characteristics: afforestation, local commerce, facilitated mobility and quality service infrastructure. A man exercises on a bike path near Bosque do Papa, in Curitiba. Disclosure/Alysson Berger. Change in project planning The change in the buyer's profile directly impacts how developers plan projects. It is no longer enough to be well located. The project must offer an integrated experience: quality architecture, common areas designed for well-being, genuine connection with the surroundings, technical specifications that age well. Developers who recognize this change structure their projects differently. They invest in regions with consolidated infrastructure. They dedicate genuine attention to the design of common areas. They seek to ensure that each aspect of the enterprise dialogues with the real demand for quality of life. Quality as a long-term strategy For Daniel Pizzatto, executive director of Dreamis Incorporadora, this change reflects a deeper understanding of the role of housing: "When we think about a project, we don't just think about immediate profit or selling quickly. We think about offering a complete experience, about creating a place where people really want to live. Quality of life is integrated: it starts with well-thought-out architecture, goes through technical specifications that last, includes common areas curated with purpose, adds to the location. When you offer all this in a genuine way, the property naturally increases in value because it meets people's real demands." Tauá Pilates Room, launch of Dreamis at Juvevê. Disclosure/Dreamis. Impact on numbers Market data confirms the trend. Secovi-SP recorded 7.9% growth in sales of residential units in the first quarter of 2026. Growth accompanied especially by regions that offer a consolidated quality of life, not just an attractive price. Investors also observe these characteristics. Urban infrastructure, the region's development potential and well-being attractions began to be observed as indicators of favorable prospects for appreciation over time. It stops being a bet on speculation and becomes a decision based on real urban foundations. Tauá semi-Olympic lap pool. Disclosure/Dreamis. Developers adapt strategy Companies in the sector that understood this change adapted their strategies. They develop projects in regions with consolidated infrastructure. They invest in living and leisure areas that contribute to a practical and balanced routine. They recognize that the property is only part of the purchasing decision. The surroundings and the experience of living in that place are increasingly important. This means that competition is no longer just based on price or size. It becomes about project quality, about genuine understanding of how people live, about the ability to deliver an integrated experience. Practical example Tauá Arts and Creativity Studio. Disclosure/Dreamis. Tauá, a project launched in December 2025 by Dreamis Incorporadora in Juvevê, reflects this change. Located in a neighborhood with consolidated infrastructure, service offerings and green areas, the project was designed considering that quality of life is multidimensional. Quality architecture, durable technical specifications, common areas designed for well-being, interior customization included in the purchase process. Each element responds to the demands of those who seek to live well.