Como se destacar no mercado de alto padrão

Neste capítulo vamos falar um pouco sobre como ter sucesso no mercado imobiliário, em especial trabalhando com imóveis de alto padrão.

Para embasar esta nossa conversa, entrevistei Thiago Granato, um dos maiores especialistas em imóveis de alto padrão no país, e Marco Aurélio, um corretor com muita experiência, também conhecedor a fundo do mercado de alto padrão.

Basicamente, estamos falando aqui de trabalhar com imóveis de alto padrão, mas os mesmos conceitos, os mesmos raciocínios podem ser adaptados para qualquer segmento do mercado imobiliário em que você atue — com base em minha experiência profissional nesse setor, pude comprovar que estes são conceitos muito úteis para toda e qualquer negociação.

Como está o cenário para o alto padrão neste momento?

O que é possível perceber no mercado de alto padrão de hoje é que está havendo uma tendência de crescimento, puxada pelo próprio aumento da quantidade de pessoas com alta renda.

Existem dados mostrando que o número de milionários cresceu no país nos últimos anos — o Brasil teve um acréscimo de 42 mil milionários apenas entre 2018 e 2019.

Estima-se que temos hoje no Brasil em torno de 259 mil pessoas que têm um patrimônio acima de US$ 1 milhão em aplicações e investimentos. O que significa que essas pessoas têm pelo menos US$ 1 milhão de dólares em recursos, sem contar aquelas pessoas que estão fora da curva, isto é, que têm um patrimônio acima de US$ 50 milhões.

Portanto, nós temos no país uma situação bem interessante de pessoas com dinheiro, para se trabalhar dentro do mercado imobiliário.

As incorporadoras que atuam nesse segmento estão com novos lançamentos, vários já em andamento, e o mercado tem reagido muito bem, sendo que vem havendo um bom aquecimento a partir de 2019.

Como é o público de alto padrão?

Esse é o tipo de cliente que você vai, antes de mais nada, precisar conquistar a confiança dele. Para isso, existem fatores que funcionam muito bem, como a sua reputação no mercado, ou a pessoa conhecer você de alguma forma, ou, ainda, você ser indicado ou recomendado por alguém para quem já prestou algum serviço.

Esse é um público um pouco mais exigente, mais cuidadoso, por isso é bastante comum que procurem as grandes empresas, que já têm tradição no mercado, para negociar algum imóvel.

Parcerias no mercado de alto padrão

Dentro do mercado de alto padrão também costuma-se estabelecer parcerias. Elas são especialmente importantes quando o profissional escolhe se especializar em uma determinada função no mercado. Nesse caso, ele vai precisar fazer boas parcerias para cobrir e atuar nos outros aspectos do mercado que ele não conhece tão a fundo.

As parcerias são vitais e cada vez mais importantes no mercado. Todas as minhas transações são feitas em parcerias, porque muitas vezes o cliente me faz um pedido, uma encomenda, e ele quer velocidade, eficiência, agilidade. Então eu uso os meus parceiros para me ajudar a trazer o resultado para o cliente com a maior rapidez e precisão possíveis.

Ninguém mais faz negócio sozinho, em um mundo tão conectado e com tanta velocidade como o de hoje, especialmente para um público com um nível de exigências tão alto quanto seu enorme poder aquisitivo.

Os eventos de open house

Nos Estados Unidos, principalmente, é muito comum acontecerem eventos de open house. Essa é uma prática utilizada especialmente nas negociações de imóveis de alto padrão.

No Brasil, essa estratégia ainda é muito pouco usada. Algumas empresas têm trazido o conceito dos Estados Unidos e o têm usado voltado não para o público final, mas sim direcionado para os outros corretores conhecerem o imóvel — porque quem vai trazer o cliente, no final das contas, serão esses corretores.

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