The analysis by Imovirtual, covering apartments and houses, shows that the average conversion rate — an indicator of the relationship between contacts made and active ads — grew by 8% in January 2026 compared to the same month in 2025, reflecting greater interest in contacting advertisers.

Transversal trend

The trend is widely transversal across the territory: 82.1% of districts registered positive growth in conversion, while 17.9% showed declines in efficiency, still signalling some regional heterogeneity.

In the district ranking, Santarém leads with a growth of +24%, followed by Leiria (+10%), Setúbal (+8%), Lisbon (+6%) and Braga (+3%), forming the top 5 districts with the greatest performance reinforcement at the beginning of the year.

Differentiated dynamics

The territorial analysis, however, reveals differentiated dynamics. On the mainland, the average conversion rate grows by 12%, while in the Autonomous Regions it grows by 48%. This significant increase in the islands should, however, be contextualised, as the island inventory accounts for about 3% of the national total, making percentage variations naturally more sensitive.

Conversely, some districts recorded significant declines in conversion, such as Beja (-25%), Coimbra (-14%), and Évora (-11%), indicating differences in the pace of demand absorption across markets.

According to Sylvia Bozzo, Marketing Manager at Imovirtual, “this metric is particularly relevant because it allows us to measure the effective interest in real estate and understand the real intensity of the market. The fact that several of the best-performing districts are close to Lisbon demonstrates that the dynamics of the capital continue to strongly influence the surrounding markets. Demand remains active, but is progressively more distributed across adjacent territories, where buyers find greater choice and greater price competitiveness.”

The beginning of 2026 thus confirms a market increasingly driven by digital efficiency and demand intensity, reinforcing the importance of conversion metrics in understanding the dynamics of the national real estate market.