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Transformações no mercado imobiliário: como o consumidor está mudando as regras do jogo? - Folha de Caraguatatuba
Nuno Coelho Segundo o empresário, engenheiro e especialista em mercado imobiliário Nuno Coelho, o mercado imobiliário tem passado por diversas transformações nas últimas décadas, muitas das quais são impulsionadas pelo comportamento dos consumidores. À medida que as necessidades e desejos das pessoas mudam, a forma como interagem com o mercado imobiliário também evolui.
Veja a seguir como as mudanças no comportamento do consumidor influenciam o mercado imobiliário e o impacto nas vendas!
O que é comportamento do consumidor?
Conforme informa o especialista Nuno Coelho, o comportamento do consumidor é o processo de decisão que influencia a escolha, compra, uso e descarte de produtos e serviços. No mercado imobiliário, envolve preferências de localização, características da propriedade e preço. Entender esse comportamento é crucial para os profissionais do setor, pois ajuda a antecipar mudanças nas demandas e ajustar as estratégias de marketing e vendas.
Fatores como a idade, renda, educação e estilo de vida influenciam as escolhas de consumo, o que, no mercado imobiliário, pode resultar em uma demanda crescente por imóveis menores ou maiores, dependendo do ciclo de vida dos consumidores. Por exemplo, casais jovens podem estar mais inclinados a investir em imóveis menores e mais próximos ao centro da cidade, enquanto famílias com filhos podem preferir casas maiores em bairros mais tranquilos.
Quais são os exemplos de mudanças no comportamento do consumidor?
Nos últimos anos, uma mudança significativa no comportamento do consumidor no mercado imobiliário está relacionada ao aumento da busca por imóveis sustentáveis e eficientes em termos energéticos. Com a crescente conscientização sobre questões ambientais, muitos compradores estão priorizando imóveis que atendam a critérios ecológicos, como sistemas de energia solar, materiais recicláveis e baixa emissão de carbono.
Além do mais, a pandemia de COVID-19 trouxe uma transformação no comportamento do consumidor. Com o aumento do home office e o fechamento de escritórios e comércios, muitas pessoas passaram a valorizar mais o conforto e o espaço dentro de casa. A demanda por imóveis maiores, com mais quartos, escritórios ou até áreas externas, aumentou consideravelmente.
Outro exemplo notável é a mudança na forma como os consumidores acessam as informações sobre os imóveis. Antes, as visitas físicas eram essenciais para tomar decisões de compra. Hoje, as ferramentas digitais, como tours virtuais, realidade aumentada e plataformas online de vendas, se tornaram a norma. Como pontua Nuno Coelho, isso permite que os compradores tenham uma visão detalhada do imóvel sem sair de casa, economizando tempo e ampliando suas opções de compra.
Como o comportamento do consumidor impacta nas vendas no mercado imobiliário?
O comportamento do consumidor tem um grande impacto nas vendas no mercado imobiliário, pois as preferências de compra e os padrões de consumo determinam quais tipos de propriedades terão maior demanda. Por exemplo, com a popularidade crescente do home office, os imóveis com espaços dedicados para escritório passaram a ser mais valorizados. Isso levou os desenvolvedores a adaptar seus projetos, criando espaços mais funcionais e adaptáveis às novas necessidades dos compradores.
Por fim, como destaca o engenheiro Nuno Coelho, as ferramentas digitais também desempenham um papel importante no impacto do comportamento do consumidor nas vendas. O uso de plataformas online permite que os consumidores pesquisem e comparem propriedades de forma rápida e eficaz, o que, por sua vez, acelera o processo de decisão de compra. A conveniência de poder visualizar e negociar imóveis à distância tem facilitado as transações e expandido as opções de compra, especialmente em mercados internacionais.
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