The competitiveness that some economic sectors are going thru led the organizations to have a proactive action to face this new scenario. To do so, a market orientation and supporting tools had to be incorporated. The same happens within the Real Estate and civil construction sector. This research tries to identify how marketing tools can be used, specifically the marketing mix, by apartment building companies in Londrina - PR. Data from “Construbusiness” were collected as representative regionally and nationally. Real Estate marketing literature was reviewed with emphasis on consumer behavior and strategic marketing in relation to the marketing mix. An exploratory qualitative research was performed thru questionnaire, historical research and observation, showing the ideal way to develop studies in Real Estate marketing.