Investimentos em mkt imobiliario

VIII Seminário Internacional da LARES Mercados emergentes de Real Estate: novos desafios e oportunidades 03, 04 e 05 de Setembro de 2008 São Paulo - SP - Brasil

Marketing Investment for Launching of New Housing Projects in Sao Paulo (Brazil) Investimentos em marketing para lançamento de empreendimentos imobiliários residenciais em São Paulo
Márcio Kawashima1, Fernando Bontorim Amato2, Paulo de Tarso Pereira de Souza Júnior3
1

Fit Residencial, Av. Bosque da Saúde, 655 - ap 63, São Paulo, SP, Brasil, [e-mail] ² Escola Politécnica da Universidade de São Paulo, [e-mail] 3 Lopes Consultoria de Imóveis, [e-mail] Palavras-chave: Marketing imobiliário, Mercado Residencial, Comportamento Histórico

ABSTRACT (ESTILO LARES ABSTRACT)
The lifting of the availability of real estate credit and the collection of funds on capital markets, the real estate’s companies had increased of the capacity for investment and therefore the supply of new residential developments. The increasingly fierce competition has led to the search for new real estate’s marketing strategies increased by larger amounts of investment. In this context, the concept of the marketing has evolved towards greater segmentation of the public-target, searching a differentiation of the enterprise in the perception of exclusivity. The purpose of the article is to examine recent evolution in marketing strategies adopted and recognize their inducing factors in the continuous search to get success in sales quickly. It follows that the strategies adopted by companies have been based on the successful experiences rivals in enterprises similar public and disseminate to the highest quality product with a wide range of common improvements.

RESUMO
Com a elevação da disponibilidade de crédito imobiliário e a captação de recursos financeiros no mercado de capitais, as empresas de real estate tiveram um incremento da sua capacidade de investimento e, por conseguinte, na oferta