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corporativos",false,"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F00_JLL_BR_Slider_2025_12_04_16_12_59_1764875579.webp","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F00_JLL_BR_Cover_2025_12_04_16_12_59_1764875579.webp","2025-12-04T00:00:00.000Z","Freepik",416,"2025-12-04T16:12:59.000Z","2025-12-04T16:24:45.000Z",[1460],{"id":1461,"newsId":1447,"languageId":25,"title":1450,"subtitle":1462,"content":1463,"summary":978,"takeaways":1464,"seoTagConversionId":8,"seoTag":8,"seoTitle":1465,"seoKeywords":1466,"seoDescription":1467,"seoAbstract":8,"seoImage":1468,"createdAt":1469,"updatedAt":1470,"language":1471},2995,"JLL Brasil comenta conceito de Experience Management, que combina ativações temporárias e amenities permanentes para atrair, reter e fidelizar inquilinos","O mercado corporativo já está discutindo o papel dos escritórios com mais profundidade. O avanço do trabalho híbrido, a retomada do presencial e a disputa por talentos fizeram com que a experiência dos ocupantes ganhasse espaço na pauta dos investidores. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nHoje, já não basta ter uma boa localização ou um sistema de ar-condicionado eficiente. O que diferencia um ativo é o que acontece dentro dele - e o que ele faz as pessoas sentirem.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nHá quem ainda enxergue o investimento em experiência como um custo adicional, mas o tempo tem mostrado o contrário. Quando um prédio oferece facilidades, serviços e um ambiente agradável, o resultado aparece nas métricas que realmente importam: ocupação mais rápida, renovação de contratos e capacidade de cobrar um aluguel premium.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEssa é a lógica do Experience Management (XM), conceito abordado pela JLL no relatório Global Experience Matters 2025. A estratégia transforma o espaço em uma plataforma viva de relacionamento e conveniência - o tipo de investimento que melhora o retorno do ativo porque atrai, retém e fideliza. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO modelo reúne duas frentes complementares. A primeira cuida da experiência, criando ativações que aproximam as pessoas - aulas, eventos, feiras, ações de bem-estar. A segunda foca nas facilidades permanentes, como cafés, minimercados, áreas esportivas, helipontos, bicicletários e serviços que simplificam o dia a dia.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO diferencial está na curadoria. Não existe uma fórmula universal - cada edifício pede um desenho próprio, pensado para o perfil dos inquilinos e a vocação do ativo. Personalizar é o que impede o serviço de virar commodity e faz o prédio ganhar relevância.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nDe acordo com o relatório, os fatores de experiência estão diretamente ligados à valorização de ativos. A pesquisa global, que ouviu mais de 12 mil pessoas em 19 mercados e 64 cidades, mostra que 74% dos entrevistados esperam que suas cidades ofereçam novas experiências para se manterem relevantes e 69% afirmam estar dispostos a pagar mais por experiências de alta qualidade. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEsses indicadores reforçam que o investimento em vivência, conveniência e bem-estar não é apenas um diferencial, mas uma vantagem competitiva clara.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nGerar experiência não exige grandes reformas nem orçamentos robustos - às vezes, um gesto simples muda a dinâmica do prédio. Uma aula de yoga no heliponto, uma feira temática no térreo, um evento de integração entre empresas do condomínio. Aqui, a consistência e o entendimento claro do público alvo do ativo são fatores críticos para o sucesso.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nQuantificar o impacto direto no retorno sobre o investimento ainda é um desafio, mas o próprio relatório aponta caminhos para tangibilizar esse valor - como pesquisas de intenção, análise de vacância antes e depois das ativações e tempo de locação de novas áreas. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA pergunta que os proprietários devem fazer é simples: quanto mais rápido eu alugaria um andar se o prédio tivesse uma área de convivência ativa? Quanto a mais poderia cobrar? Quando o exercício muda de “quanto custa” para “quanto retorna”, a decisão passa a fazer sentido econômico.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO setor de retail já entendeu o poder da experiência. Agora é a vez do corporativo. Em poucos anos, amenities e ações de XM devem estar tão incorporadas aos contratos quanto o estacionamento ou a limpeza - itens que pesam na escolha e, cada vez mais, no valor de mercado.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nInvestir em XM é mais do que criar momentos agradáveis, é proteger e ampliar o valor do ativo. É um caminho que une percepção e resultado, emoção e retorno. Quem enxerga isso cedo transforma o prédio em algo maior do que espaço. Transforma em um destino onde as pessoas “queiram” estar e não “tenham” que estar.","\u003Cul>\r\n\t\u003Cli>A experiência dos ocupantes nos escritórios está se tornando um fator crucial para os investidores, superando aspectos tradicionais como localização e infraestrutura. \u003C\u002Fli>\r\n\t\u003Cli>O conceito de Experience Management (XM), abordado pela JLL, foca na criação de um ambiente dinâmico, que combina ativações temporárias (eventos, bem-estar) com facilidades permanentes (cafés, bicicletários, áreas de lazer). \u003C\u002Fli>\r\n\t\u003Cli>Embora quantificar o impacto direto ainda seja desafiador, a pesquisa global demonstra que os ocupantes estão dispostos a pagar mais por experiências de alta qualidade.\u003C\u002Fli>\r\n\u003C\u002Ful>\r\n","Experience Management (XM) valoriza ativos corporativos","gri institute, jll, real estate, experience management, escritórios, edifícios corporativos, inquilinos, ocupantes, amenities, aluguel, empreendimento, investimento, home office, híbrido, presencial, colaboradores, vacância, empresas, ocupação","O conceito de Experience Management (XM) para escritórios combina ativações temporárias e amenities permanentes, se tornando um diferencial crucial para atrair, reter e fidelizar inquilinos, além de permitir a cobrança de aluguéis premium, segundo JLL ","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F00_JLL_BR_Social_2025_12_04_16_23_24_1764876204.jpg","2025-12-04T16:13:07.000Z","2025-12-04T16:24:24.000Z",{"code":18},{"id":25,"color":27,"translations":1473},[1474,1476,1478],{"title":26,"slug":30,"language":1475},{"code":13},{"title":37,"slug":38,"language":1477},{"code":18},{"title":33,"slug":34,"language":1479},{"code":23},[1481,1489,1497],{"id":25,"label":1275,"translations":1482},[1483,1485,1487],{"label":1275,"slug":1286,"language":1484},{"code":13},{"label":1289,"slug":1290,"language":1486},{"code":18},{"label":1293,"slug":1294,"language":1488},{"code":23},{"id":65,"label":1231,"translations":1490},[1491,1493,1495],{"label":1231,"slug":1242,"language":1492},{"code":13},{"label":1245,"slug":1246,"language":1494},{"code":18},{"label":1249,"slug":1250,"language":1496},{"code":23},{"id":81,"label":1359,"translations":1498},[1499,1501,1503],{"label":1359,"slug":1370,"language":1500},{"code":13},{"label":1373,"slug":1374,"language":1502},{"code":18},{"label":1377,"slug":1378,"language":1504},{"code":23},[1506],{"name":171,"enName":171,"ptName":171,"iso2":1507},"BR",[1509],{"name":1510,"slug":1511,"image":1512,"order":115},"Murillo Azevedo","murillo-azevedo","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews_author\u002F1735586301441_2025_12_04_16_06_25_1764875185.jpg",{"pt-BR":1514},"\u002Fmercado-imobiliario\u002Fa-forca-da-experiencia-na-valorizacao-dos-ativos-corporativos",[1516,1517,1518,1519,1520,1521],"Infra Brazil","Infra Latam","Real Estate Brazil","Real Estate Europe","Real Estate India","Real Estate Latam"]