Proprietário Direto

What Proprietário Direto does

Proprietário Direto (legal entity PD SERVIÇOS DE INTERNET LTDA, CNPJ 11.864.490/0001-90) is a Brazilian online real estate marketplace founded in 2009 and headquartered in São Paulo. The platform directly connects individual property owners with prospective buyers and renters, eliminating the 5–6% commission typically charged by traditional real estate brokers. It serves two primary user groups: property owners advertising listings for sale or rent, and interested buyers/renters publishing their requirements; a secondary B2B segment comprises home services companies (architects, engineers, renovation firms) advertising to the platform's audience.

The product is a web-based marketplace delivered through proprietariodireto.com.br and native iOS/Android applications. Core technology components include a matching engine ('Matching Inteligente') that links buyer interest profiles to relevant listings, real-time chat for direct owner-buyer communication, a per-square-meter pricing reference tool ('Preço real do m²'), and catalog-level integration with Facebook and Instagram for organic listing promotion. Add-on services include professional photography, video production, social media boosting campaigns, search-result highlighting, and extra listings. Auxiliary integrations with Google Maps, YouTube, WhatsApp, and Zendesk support location display, video distribution, direct messaging, and customer support respectively.

The company operates a subscription-only revenue model — it does not charge commissions on completed transactions. Property owners subscribe to listing plans in monthly, quarterly, or semi-annual cycles with automatic renewal; buyers can publish their interest profile on a monthly subscription; and home services companies pay R$ 999.90 annually for advertising placement. Reported scale includes 62,317+ property owner advertisers, 123,649+ interested buyers, 1 million+ monthly website visits, and 1,000+ documented direct owner-to-owner sales. The company is founder-led (CEO Edgard Faciola, Co-founder Flavio Maeda), privately held, has 1–10 employees, and has raised approximately $393K total across three Wayra-backed funding rounds between 2011 and 2013.

Name

Proprietário Direto

Legal name

PD SERVIÇOS DE INTERNET LTDA

Website

https://proprietariodireto.com.br

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Proprietário Direto is a Brazilian online real estate marketplace that directly connects individual property owners with buyers and renters, eliminating traditional 5–6% broker commissions via subscription-based listing plans and serving over 62,000 property owner advertisers across multiple Brazilian states.

Ownership category

akta.pro rank

Product category

Online Real Estate Marketplace

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)

Keywords

• Real estate marketplace
• Property listing platform
• Direct owner-to-buyer transactions
• No-commission property sales
• Subscription listing services

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Property Listing Subscriptions: Recurring subscription plans for property owners to list their properties for sale or rent. Plans available in monthly (30 days), quarterly (90 days), and semi-annual (180 days) cycles with automatic renewal.
2. Additional Services: Optional paid add-ons including professional photography sessions, video production, social media boosting campaigns, extra listings, and search highlight features. Professional photos and videos available in select São Paulo cities.
3. Company Marketplace Plans: Annual subscription plan for home services companies (architecture, engineering, renovations) to advertise services to property owners and buyers. Plano Destaque costs R$ 999.90 per year with features including profile customization, WhatsApp integration, free social media boosting, and property page advertising.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Proprietário Direto operates an online real estate marketplace that directly connects property owners with buyers and renters, eliminating real estate broker commissions. The platform provides subscription-based listing plans for owners (monthly, quarterly, semi-annual), a buyer-interest subscription plan, and an annual advertising plan for home services companies. Add-on services include professional photography, video production, social media boosting, extra listings, and search highlighting.

Product overview

Proprietário Direto operates as a real estate marketplace platform connecting property owners directly with buyers and renters, eliminating real estate agent commissions. The platform offers a core marketplace (Plataforma Proprietário Direto) with three subscription tiers for property owners (Plano de Anúncio PROPRIETÁRIO - Monthly, Quarterly, Semi-annual), a buyer interest plan (Plano de Anúncio INTERESSADO), and a business advertising plan for home services companies (Plano de Anúncio EMPRESAS ANUNCIANTES). Key features include intelligent matching recommendations (Sugestões de Imóveis), real-time chat for direct negotiations, and a home services marketplace. Premium add-ons include professional photography (Fotos Profissionais), professional video (Vídeo Profissional), social media boosting (Impulsionamento nas Redes Sociais), extra listings (Anúncio Extra), and search highlighting (Destaque na Busca & TAG personalizada). The platform also provides mobile applications for iOS and Android devices.

Differentiator

Problem solved

Functional benefit

Products and services

• Plataforma Proprietário Direto (Core Marketplace Platform) Core online marketplace platform that connects Brazilian property owners directly with buyers and renters, eliminating real estate broker commissions. Features include property listings, search tools, real-time chat, intelligent buyer matching, social media promotion on Facebook/Instagram, and access via web and mobile apps.
• Fotos Profissionais (Professional Photography Service) Paid professional photography service where a photographer visits the property by appointment and uploads high-quality images directly to the listing with Proprietário Direto watermark. Available in select São Paulo cities. Listings with professional photos and video reportedly receive 2x more visits than standard listings.
• Vídeo Profissional (Professional Video Production) Paid professional video production service for property listings. Includes filming and editing of the property, published on the listing page and distributed to YouTube, Facebook, and Instagram with watermark branding. Available in select São Paulo cities.
• Impulsionamento nas Redes Sociais (Social Media Boosting) Paid social media boosting service for property listings on Facebook and/or Instagram. Users select target audience reach and can contract at listing time (with auto-renewal) or as a standalone single payment. Publication occurs within 7 business days.
• Marketplace de Home Services (Home Services Marketplace) Separate marketplace section connecting property owners with home services providers in categories such as architecture, interior design, engineering, painting, flooring, landscaping, pools, and renovations. Service companies subscribe to an annual advertising plan (Plano Destaque, R$999.90/year) to advertise to the platform's audience.
• Preço real do m² (Real m² Price Tool) Free real estate pricing tool providing market price data per square meter for different neighborhoods and cities across Brazil, helping users benchmark property values.

Quantifiable outcome

• Properties with professional photos and video receive 2x more visits than listings with standard photos
• +3 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability3 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• FacebookcoreTechnology or IntegrationFacebook integration for user authentication (login with Facebook) and property catalog promotion through Facebook and Instagram. Listings are automatically shared to the platform's Facebook catalog reaching targeted audiences of property seekers. The partnership enables social login for user convenience and expands listing visibility through Meta's advertising ecosystem.
• InstagramcoreTechnology or IntegrationInstagram integration through Meta's advertising platform allowing property listings to be promoted to qualified audiences. Part of the social media catalog sharing system that drives platform user acquisition and listing visibility.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Loft: Brazilian proptech using technology to streamline residential real estate transactions, with focus on liquidity and direct-to-seller acquisitions. Comparable as a technology-enabled Brazilian residential real estate transaction platform.
• Redfin: US technology-led residential real estate brokerage that operates a discounted-fee model relative to traditional agents. Comparable internationally as a digitally native real estate transaction platform reducing intermediation costs for consumers.

Direct peers

• QuintoAndar: Brazil's largest proptech platform focused on residential rentals and direct transactions. Comparable because it pursues a digital, direct-to-user real estate model in Brazil, eliminating traditional brokerage friction for end users.
• Emcasa: São Paulo–based proptech enabling direct seller-to-buyer property transactions without brokers. Highly comparable mission and business model to Proprietário Direto, operating in overlapping Brazilian geographies.
• Imovel Web: Brazilian real estate search portal that aggregates listings from brokerages and private sellers. Comparable as a Brazilian property discovery platform where direct-owner listings compete with broker-listed inventory.
• Casa.com: Brazilian property listings portal connecting buyers, sellers, and renters with both direct-owner and brokered inventory. Comparable as a consumer-facing real estate marketplace operating in Brazil.

Broad incumbents

• Viva Real: One of Brazil's largest real estate listing portals (owned by Grupo ZAP), aggregating listings from brokerages and owners. Comparable as a Brazilian consumer-facing property discovery and listing destination, though it works primarily with traditional brokerages.
• OLX Brasil: Brazil's leading horizontal classifieds platform with a sizable real estate vertical. Comparable because sellers and buyers use OLX to transact real estate directly, often as a free alternative to broker-assisted sales.
• ZAP Imóveis: Major Brazilian real estate listings portal with national reach, aggregating both broker and owner listings. Comparable as a property search destination for Brazilian buyers, though it serves traditional brokers alongside direct owners.

Regional players

• Chave na Mão: Brazilian classified-style portal for vehicles and real estate with print and digital editions. Comparable as a Brazilian classifieds destination where owners can list properties directly to buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/propdireto
• Facebookfacebook.com/ProprietarioDireto
• Instagraminstagram.com/proprietariodireto
• LinkedInlinkedin.com/company/propriet-riodireto

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Proprietário Direto