The shop, on a street in central Rio de Janeiro crowded with office workers, looks like a busy travel agency. But what it sells is new homes, mostly to people who have never owned one.

Tenda, a specialist builder, has adopted this direct sales approach because it is cheaper and more effective than staffing sales offices at individual developments. The company, based in São Paulo, has more than 30 shops like this around the country, offering a range of options in different housing projects.