First Element: A Development Designed for Rentals in the Corporate Hub of Villa Morra

A project that combines a consolidated location, technical design and investment logic geared towards rental and capital gains.

The Asunción real estate market is undergoing a period of consolidation, driven by a combination of macroeconomic stability, urban growth, and sustained rental demand in strategic areas. Within this context, Villa Morra continues to position itself as one of the most attractive hubs for real estate investment focused on rental income and appreciation.

It is in this context that ProInvest presents First Element , a new development that starts from a clear premise: the apartment intended for rent must be conceived as a technical product, designed to optimize occupancy, rate and operating costs, without losing sight of its ability to capture added value in one of the areas with the greatest urban traction in Asunción.

First Element is located in the Villa Morra business district, an urban area where banks, offices, restaurants, services, and shopping centers converge, and where the daily activity sustains both long-term and short-term rentals. It is a well-established environment that reduces dependence on future projections and allows us to work with real, current, and measurable demand.

From an urban planning perspective, the project is located at the corner of Senador Huey Pierce Long and Guido Spano, half a block from Avenida Mariscal López, one of the city's main thoroughfares. The location is further enhanced by its immediate proximity to shopping centers, major transportation hubs, and a high concentration of services, including banks, supermarkets, hospitals, pharmacies, restaurants, and cafes, as well as corporate buildings that ensure a constant flow of users and residents.

To support this interpretation of demand, ProInvest conducted a survey of people working in Villa Morra, with a deliberately specific question: whether they would be willing to pay Gs. 2,800,000 for a studio apartment without parking, in exchange for living within walking distance of their workplace and having access to a building with amenities and services. The survey revealed a clear pattern: in a context where a significant proportion of workers report incomes of six million guaraníes or more, the decision to rent is linked less to housing as an expense and more to quality of life, time savings, and reduced daily stress associated with traffic. In this sense, congestion ceases to be an abstract problem and becomes an economic and mental cost that drives demand for walkable and well-connected areas.

In addition to this structural demand, there is another layer that the local market has been feeling with increasing intensity: the growth of events and tourism. ProInvest points out how certain recent milestones, such as sporting events, international summits, and major cultural shows, generated occupancy peaks and allowed for price increases in short-term rentals when the city's capacity was limited. The interpretation is clear: Villa Morra not only concentrates daily activity but also consolidates itself as a preferred area for stays when Asunción receives extraordinary influxes. From an investment perspective, this phenomenon does not replace permanent demand, but it does amplify it at specific times.

First Element is envisioned as a 25-story building, developed on a 2,630 m² plot, with a front setback of approximately 1,000 m² that preserves existing green space and creates a plaza-like facade facing the street. Beyond its landscaping function, this setback serves as a distinguishing feature in a neighborhood where green spaces are scarce and urban respite areas tend to be highly valued in the daily experience of the user.

Regarding unit types, ProInvest reported designs to minimize unproductive square footage and maximize interior efficiency. The proposal includes studios of approximately 23.38 m², one-bedroom apartments of 43.15 m², two-bedroom units of 57.90 m² (with one or two bathrooms), and three-bedroom apartments of 91.70 m². The design criteria directly target rental performance: bedrooms sized for large beds and comfortable circulation, based on the premise that a better guest or tenant experience translates into better reviews, less occupancy friction, and a greater ability to sustain rates over time.

The amenities scheme follows this logic, with a clearly defined limit: not compromising operating costs. Drawing on experience gained from previous projects, ProInvest designed attractive common areas for users, such as a swimming pool, gym, coworking spaces, barbecue areas, meeting rooms, children's areas, terraces, and relaxation zones, without exceeding a percentage of non-saleable areas that would negatively impact maintenance fees. For First Element, the firm projects an approximate cost of USD 1.15 per square meter of private space.

Regarding the delivery specifications, the project includes a package of finishes and equipment designed to facilitate rentals from day one: a furnished kitchen with a cooktop and range hood, granite countertops, hot and cold water faucets, bathrooms with tempered glass shower enclosures, air conditioning, porcelain tile floors, closets, installed lighting, and electronic locks with Wi-Fi connectivity. This last point is key for remote management of the units, especially in scenarios of short-term rentals and high turnover.

The schedule anticipates the start of construction in July of this year and an estimated delivery date of July 2029, under an internal standard that the developer defines as non-negotiable: construction quality and compliance with deadlines.

ProInvest is a developer founded by investors with a focus on rental-oriented projects. From its first venture, First Living, launched in 2021 and largely sold before construction began, to subsequent developments such as First del Sol, First Mariscal, and First Morra, the firm has established a track record marked by high levels of pre-sales and fulfillment of its commitments.

The company specializes in projects based on three core principles: strategic location, compact apartments, and controlled maintenance fees. In addition, it offers a distinctive feature within the local market: the partners themselves invest in the units they develop, aligning interests and reinforcing the model's credibility.

The construction of First Element will be carried out by Benítez Bittar, a firm with more than 34 years of experience, more than 526,070 m² projected and a presence in ten cities in the country, recognized for its focus on quality, processes and after-sales service.

In short, First Element presents itself as a coherent piece in line with ProInvest's approach: a consolidated location, housing types aligned with real demand, controlled operating costs, and a data-driven investment narrative. In Asunción, where Villa Morra continues to concentrate activity, services, and preferred accommodation, the project aims to transform that urban center into sustainable income, with an asset that also seeks to capture appreciation over time.

For those who wish to learn more about the project and its sales terms, please complete the form at the end of this article. The First Element development team will then contact you directly to provide personalized information.