Naturbanization relates protected natural areas (PNAs) to demographic and economic change, territorial impacts, and the residential function. The purpose of this paper is to identify the triggers of naturbanization. The methodological process examines real estate web sources that showcase offers in PNAs as a business strategy to capture clients and gauges its influence on environmentally aware populations in Chile and Spain through an analysis of data provided by a survey. Results indicate that the attraction of these natural areas also extends to other areas and that environmental awareness is part of a more public discourse that conceals the real estate value that the capitalist model places on nature. Thus, the current dynamics of the real estate market turn naturbanization into a stratagem for conceiving nature as a new commodity.