The real estate market tends to use landscapes as an element of property valorization. A land that is near the nature already has the value attributed to the landscape included in its price. Alongside this aspect, questions arise about the environment, and companies increasingly seek to adopt an eco-friendly image and sell sustainability items. These enterprises, which use these marketing strategies, do not usually appropriating of the nature aiming at an effective improvement of environmental quality, they explore its features in order to attract clients. The main purpose of this work is to study the process of use of the concept of sustainability in real estate projects at Barra da Tijuca and surrounding areas, reflected in their advertisements and selling material, and their effective contribution to reduce the damages created and to improve the environmental quality of these places. Two main groups were identified in this study, differing from the way they approach the theme of sustainability: the first group is more commercial and the second, more technical. In those enterprises in which the introduction of concepts of sustainability was more effective, only two addressed the concern with the local community and social issues as job creation, in the rest the practice was reduced to technical and ecological aspects, such as the preservation and increment of green areas, which is still not enough for sustainability in general.