How to build a solid career in the real estate market in Portugal

1. Understanding the Portuguese real estate market

Before launching or consolidating a career in real estate, it’s essential to understand the dynamics of the Portuguese market. The country has become increasingly attractive to foreign buyers, investors, and families seeking quality of life, stability, and good investment opportunities.

Key characteristics of the market:

• Strong demand in urban and coastal areas (Lisbon, Porto, Algarve, Comporta, Cascais).

• Growth in foreign investment in recent years.

• Increasing interest in sustainable and modern properties.

• Expansion of the medium- and long-term rental market.

• A stable legal and tax framework that attracts investors.

A consultant who understands these dynamics is better positioned to succeed.

2. Defining clear career goals

A solid career starts with a clear vision. It’s important to set short-, medium-, and long-term goals to guide strategic decisions.

Key questions to ask yourself:

• What types of properties do you want to work with (residential, commercial, luxury, investment)?

• Which regions or areas will you specialise in?

• What is your annual income target?

• Do you want to work independently or with a recognised brand?

• What skills do you need to develop?

Clear goals provide a concrete and measurable roadmap.

3. Choosing the right company to grow with

For those who want to build a solid career, choosing a strong and structured brand makes all the difference. A well-established network offers training, support, and real growth opportunities.

Engel & Völkers is a global brand with decades of real estate experience and a consolidated presence in Portugal. Working with an experienced real estate team provides access to a solid structure, qualified leads, advanced technological tools, and a trusted international reputation.

4. Continuous training: the foundation of a strong career

The real estate market is dynamic and constantly changing. The most successful professionals are those who consistently invest in learning and development.

Essential training areas:

• Negotiation and communication techniques.

• Basic legal and tax knowledge related to property transactions.

• Digital and personal marketing.

• Time management and productivity.

• Market trends and technological innovation.

Continuous training not only improves skills but also boosts confidence and credibility with clients.

5. Developing a strong personal brand

In real estate, the consultant is the brand. The way you present yourself, communicate, and position your expertise has a direct impact on your career.

Key elements of a strong personal brand:

• A consistent professional image (photo, style, tone).

• An active and well-managed online presence.

• Clear and confident communication.

• Specialisation in a specific niche.

• A distinctive value proposition.

A strong personal brand attracts clients and generates opportunities organically.

6. Building a strong professional network

Networking is one of the pillars of real estate success. A diverse network creates business opportunities and strengthens credibility.

Effective networking practices:

• Attending real estate events and property fairs.

• Maintaining regular contact with clients and partners.

• Building strategic partnerships (lawyers, architects, builders, banks).

• Developing an organised and updated database.

• Using digital platforms to expand your reach.

A strong network is a valuable asset built over time.

7. Focusing on specialisation

While it’s possible to work as a generalist, specialisation is a powerful way to stand out in a competitive market. Clients value consultants with in-depth expertise in a specific segment.

Examples of specialisation:

• Luxury properties.

• Investment real estate.

• Long-term rentals.

• Holiday homes and tourism.

• International markets.

Specialists can offer more personalised service and achieve higher conversion rates.

8. Mastering digital tools

In today’s real estate industry, digital proficiency is essential. Technology is no longer optional — it’s a critical skill for success.

Useful tools:

• CRM platforms for managing leads and contacts.

• Digital marketing and automation tools.

• Social media for promotion and brand building.

• Property listing platforms.

• Market analysis software.

Technology boosts efficiency and helps scale the business.

9. Personal and digital marketing

Promoting your work effectively is key to attracting and retaining clients. Digital marketing allows you to reach a wider audience and establish authority in your niche.

Effective strategies:

• Posting informative content on social media.

• Creating property videos and virtual tours.

• Running targeted ad campaigns to generate leads.

• Investing in visual branding and consistency.

• Building a professional website.

Good marketing multiplies opportunities and strengthens your personal brand.

10. Understanding your clients deeply

A successful real estate consultant understands their clients’ goals, motivations, and needs. Real estate isn’t just about selling properties — it’s about offering solutions.

Essential skills:

• Active listening.

• Asking strategic questions.

• Identifying both explicit and implicit needs.

• Tailoring proposals to client profiles.

• Showing empathy and building trust.

Understanding clients is the foundation of long-term relationships and referrals.

11. Developing negotiation skills

Negotiation is a core skill for any real estate professional. Strong negotiation can make the difference between closing a deal and losing an opportunity.

Best practices:

• Prepare thoroughly before negotiations.

• Understand both parties’ interests.

• Aim for win-win solutions.

• Stay calm in tense situations.

• Know when to push and when to step back.

Skilled negotiators build stronger relationships and maximise results.

12. Managing time and productivity

Flexibility is one of the advantages of this career, but without discipline, it can quickly become a challenge. Effective time management is key to achieving consistent results.

Practical tips:

• Plan your week with clear goals.

• Prioritise high-impact tasks.

• Use productivity tools.

• Minimise distractions.

• Dedicate time to active prospecting.

Time management directly impacts your performance and income.

13. Maintaining an impeccable reputation

Reputation is one of a real estate agent’s greatest assets. Happy clients recommend you — unhappy ones close doors.

Ways to build and protect your reputation:

• Always deliver on promises.

• Communicate clearly and honestly.

• Treat every client with respect and care.

• Collect and showcase positive testimonials.

• Respond professionally to criticism.

A strong reputation is built over time with consistent actions and ethics.

14. Preparing for challenges and change

The real estate market moves in cycles of growth and contraction. The most successful professionals are those who can adapt quickly.

Common challenges:

• Fluctuating demand and prices.

• Tax and legal changes.

• New technologies and platforms.

• Shifting buyer profiles.

• Increasing competition.

Being prepared for these scenarios ensures stability and sustainable growth.

15. Working with a trusted brand

A solid career is also built on a strong foundation. Working with a recognised brand gives you access to clients, tools, and continuous training.

Engel & Völkers provides its real estate consultants with the support of an experienced real estate team, advanced technology, and a prestigious global reputation. This combination accelerates professional growth and positions agents for long-term success.

FAQ — Building a solid real estate career in Portugal

Do I need previous experience to start in real estate?

Not necessarily. With the right training, motivation, and a strong brand behind you, it’s possible to build a successful career from the ground up.

Is it better to work independently or with a brand?

Working with a strong brand provides structure, qualified leads, and credibility — key factors for faster results.

What’s the most important factor for success?

Consistency, continuous learning, and a focus on building trusted client relationships.

How can I deal with slow market periods?

Through planning, diversification of strategies, and adapting to market changes.

How can I stand out from competitors?

By specialising, building a strong personal brand, and offering an exceptional client experience.

Building a solid real estate career in Portugal requires strategy, dedication, and the ability to adapt. With the right support, a professional approach, and a focus on delivering real value to clients, it’s possible to achieve stability and long-term growth.

If you’re ready to take your career to the next level, discover how to become one of the real estate consultants at Engel & Völkers.