In recent years, there has been remarkable growth of the Brazilian middle class consumption provided to this class greater access in buying a home. The acquisition of a home is a dream of consumption of this social stratum and has great symbolic connotation. MRV construction company, leader in the real estate segment for the middle class, with an emphasis on real estate supply to the first consumer flat profile, stands out for its communication strategies and their advertising discourse. In this context, this paper aims to identify the meanings that home ownership plays in the builder MRV discourse in their digital channels. To do this, we analyzed a corpus of twenty videos produced by MRV Company and published on his YouTube channel between January and November 2015. The research approach was qualitative and exploratory, using verbal and visual textual analysis of the corpus and content analysis techniques. The videos were classified into four themes, namely: Sale of New Ventures, Delivery of the Keys, Customer Life Stories MRV and Institutional. The study results showed that in the discourse examined the house itself takes on different meanings, such as: holding, identity, independence, security and belonging. Based on the axiology of consumption values proposed by J.M.Floch semiotician such meanings reveal the prevalence of practical, critical and utopian values on the MRV discourse.