A little more than a month after the beginning of this year, and with some changes in the national scenario, we can see in practice that the expectations announced in that post are beginning to be felt by the market.
Therefore, new elements need to be included in this analysis that leads us to reflect on how to better take advantage of the opportunities that the market has to offer us in this new year. Therefore, I share with you some assessments and invite you to immerse yourself in this market that is constantly changing and evolving.
High middle class in the real estate market
Earlier this year, the federal government moved and announced a reduction in interest rates for properties financed with a value above R$ 500 thousand, therefore outside the Housing Finance System (SFH). In addition, the government is considering increasing from R$ 500 thousand to R$ 750,000 the maximum value of the properties that the worker can buy with his FGTS balance.
In view of these measures, we realize that the Brazilian middle class is dreaming of owning a home again. The valuation of properties and the limited offer of differentiated conditions for the acquisition of properties by high-income families made this part of the population pay a more expensive price.
However, this new government initiative tends to generate a greater balance between the areas of activity in the real estate market, also contributing to the expansion of the luxury segment.
Real estate funds hit record
Investments in real estate funds hit record average financial volume. In January, this type of investment had the highest return in history with R$ 26.95 million traded, according to a study by Economatica that monitors real estate funds traded on Bovespa.
We can highlight that one of the factors that have contributed to these numbers is the fact that these investments are exempt from income tax when made by individuals. With the low interest rate, the funds started to have a very attractive profitability.
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Expanding mobile technology
New technologies will continue to drive the sector, especially the mobile communication system. Today, access to the Internet via mobile is increasingly common, that is, via cell phones and tablets. This is a resource that has a strong impact on the lives of people from different classes. Understanding this is knowing how to communicate better with the customer, being where he is.
Google, in partnership with Ipsos, did a very extensive research on the mobile market in Brazil, and published its results. It's worth taking a look to be impressed by some numbers [direct link to PDF file].
Thus, the company that does not adapt to this reality will lose market share. Special attention should be paid to the optimization of portals and real estate websites for viewing on mobile phones and tablets.
Enterprises with service offers
A strong trend for the market will be the emergence of developments offering different services aimed at more convenience to residents such as valet parking, housekeeping services, among others that have characteristics very similar to a stay in a hotel.
This is a reality that meets the current needs of customers who need to optimize time, which is scarcer, and proves that the market is moving towards growth based on planning and research related to consumer behavior.
foreign capital investment
The GDP of the real estate sector surpassed the mark of 170 billion reais a year and could reach, in less than a decade, 270 billion reais, according to a study released in the second half of 2012 by Ernst Young Terco. In this amount, there is an important data to be analyzed: around R$ 5 billion to R$ 10 billion come from foreign capital.
The value registered in 2012 is a record, but it is still small compared to the high housing deficit accumulated in our country due to the need to
renovate properties, the growth of the population and the decrease in the number of people per house.
Thus, we can understand foreign investment as an opportunity for greater leverage in the real estate sector, which still has a lot of room for growth.
Civil construction training
Civil construction is one of the great growth vectors in the market due to the importance of its very extensive production chain. To keep up with these developments in the sector, it is essential that construction companies start investing more in qualified labor to ensure sustainable development in the real estate market.
Regulation of built-to-suit rents
Another novelty that promises to move the market comes from the regulation of the “built to suit” commercial leasing modality, an English expression that means built to serve. In this modality, the landlord of the property builds or renovates the building in accordance with the lessee's requirements.
The sanction of Law 12,744, which regulates this type of lease, offers greater security for owners and tenants, boosting the growth of the modality in the market.
These are some of the trends for 2013 to watch out for.
Faced with them, it is essential that professionals in the sector are able to follow the dynamics and constant updates of the segment so that they know how to interpret these scenarios and thus act more assertively, improving their results.