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brasileiro",false,"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002Fworkpods_top_2021_8_19_08_43_43_1629373423.jpg","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002Fworkpods_cover_2021_8_19_08_43_43_1629373423.jpg","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002Fworkpods_slider_2021_8_19_08_43_43_1629373423.jpg","2021-08-19T00:00:00.000Z","Crédito: Divulgação \u002F Tecnisa","#FFFFFF","Cyrela e Tecnisa lideram inovação no mercado imobiliário","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002Fworkpodssocial_2021_8_19_08_43_43_1629373423.jpg",1274,"2021-08-19T08:43:43.000Z","2024-05-28T11:31:21.000Z",[1463],{"id":1464,"newsId":727,"languageId":25,"title":1449,"subtitle":1465,"content":1466,"summary":8,"takeaways":8,"seoTagConversionId":8,"seoTag":8,"seoTitle":8,"seoKeywords":8,"seoDescription":8,"seoAbstract":8,"seoImage":8,"createdAt":1467,"updatedAt":1468,"language":1469},1754,"Incorporadoras investem em parcerias e aquisições e ‘disruptam’ o setor no país","\u003Cp dir=\"ltr\">Visto como um dos mercados mais avessos a novas tecnologias, o setor imobiliário tem aberto suas portas e o caixa para investir em soluções de startups. Duas das principais expoentes deste movimento são as incorporadoras Cyrela e Tecnisa, que nos últimos anos estreitaram as relações com as \u003Cu>\u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Fnews\u002Freal-estate\u002Fnumero-de-construtechs-e-proptechs-cresce-235-em-cinco-anos_1520.html\" target=\"_blank\">proptechs e construtechs\u003C\u002Fa>\u003C\u002Fu> e hoje lideram a tendência de inovação no setor. \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">“A gente vem se aproximando de startups desde 2017, é um movimento que aconteceu muito impulsionado pela crise do final do governo Dilma, o nosso mercado sofreu muito nessa época, a gente teve uma queda de vendas muito expressiva, precisamos reduzir as nossas operações e procurar novos fornecedores”, conta o diretor de Transformação Digital da Cyrela, \u003Cspan class=\"data-profile-link\" data-id=\"6858\">Guilherme Sawaya\u003C\u002Fspan>. \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">As primeiras experiências mostraram que havia muitas soluções boas e aplicadas com grande agilidade para atender as necessidades da empresa. Em uma relação em que todos ganham, a Cyrela desenvolveu um papel importante ao realizar uma espécie de mentoria das startups, processo que deu origem à criação do MitHub, um dos principais aceleradores de proptechs e construtechs no Brasil. \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">Segundo Sawaya, o MitHub hoje está em sua fase “mais expressiva”, conseguiu alcançar empresas de todo o país e funciona como um elo entre as corporações e as startups que as atendem. Além de fundadora, a Cyrela é a principal mantenedora do ecossistema. “As empresas ficam impressionadas com a qualidade das startups que o MitHub consegue trazer por meio de uma curadoria muito rígida, e as startups estão super felizes de ter um grande mercado para explorar”.  \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">Não satisfeita com o sucesso do MitHub, que hoje se aproxima de mil proptechs e construtechs mapeadas, a Cyrela criou um canal direto de entrada das startups na empresa, chamado Next Floor. “As startups que nos procuram são direcionadas para essa base de dados, que é utilizada por nós em diferentes momentos, desde fazer uma prova de conceito, fornecer soluções e produtos até para um investimento”, revela Sawaya. \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">Um terceiro movimento da Cyrela é olhar para fora do Brasil, assim como a empresa já faz para incorporar novas tendências no desenvolvimento de seus produtos imobiliários. “Tem que ter um olho lá fora também em Israel, no Vale do Silício, na China, na Finlândia, na Suécia, para entender o que está acontecendo, porque o que acontece lá vai chegar aqui em algum momento, talvez pelas nossas mãos”. \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">De acordo com o diretor de Transformação Digital da companhia, há startups “sensacionais” em países onde o mercado imobiliário é pequeno, o que sugere que a entrada em um país como o Brasil é interessante. “O nível tecnológico das startups é muito avançado lá fora, elas já estão com algoritmos super avançados, trabalhando muito na questão dos dados e trazendo isso para o setor imobiliário de um jeito que ainda não acontece aqui”. \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">Uma das pioneiras na inovação do mercado brasileiro, a Tecnisa começou a se aproximar das startups no início da década passada, segundo conta o CEO da companhia, Joseph Meyer Nigri. “A empresa está entrando em um novo nível de digitalização. Pessoalmente, acho que a tokenização dos imóveis pode transformar muito o nosso negócio. Estou estudando muito isso, conversando com empresas”, revela o executivo. \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">Apesar das “mil ideias” que surgem a partir da tokenização, Nigri sugere que façamos uma nova reportagem quando a companhia comprar uma startup que ofereça esta solução. Por ora, a Tecnisa acaba de adquirir 25% da BoxOffice, startup paulistana que atua com mini \u003Cem>offices\u003C\u002Fem> autônomos na cidade de São Paulo. \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">O movimento é parte da estratégia para o lançamento dos WorkPods, espaços privativos de trabalho fora dos grandes eixos de escritórios comerciais na cidade, que poderão ser contratados por profissionais ou empresas em regiões próximas às moradias de seus colaboradores. \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">“A ideia não era comprar uma startup, mas acabou andando para esse lado. Desde então, outras startups começaram a nos procurar e já estamos observando mais coisas interessantes. Diria que é possível fazer outras aquisições nesse sistema de sinergia e ganha-ganha. O mundo tech está em ebulição, várias empresas estão valendo muito dinheiro e é bem possível que a Tecnisa surfe essa onda em alguns casos”, afirma Nigri.\u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">Originalmente, a discussão era o que fazer nas áreas não residenciais dos empreendimentos, o que rapidamente se conectou ao estudo do trabalho remoto e os impactos que ele poderia ter nos produtos da companhia. “Estudamos muito a ideia, entendemos que as empresas poderiam pagar para o funcionário trabalhar remotamente - já que em casa há alguns pontos negativos - e desenhamos no térreo algumas estações de trabalho diferentes do coworking”, explica Nigri. \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">Os espaços são privativos: cabines individuais com cadeira ergonômica, mesa, iluminação, acústica, climatização e conexão. “Veio a ideia de desenvolver, mas antes fomos pesquisar se havia empresas fazendo algo parecido. Achamos muitas legais, mas a BoxOffice foi a que mais chamou a nossa atenção. O Gympass hoje vale bilhões e esse negócio pode chegar lá. Se vamos usar a plataforma e plugar nossos WorkPods nela, por que não surfar junto essa onda?” \u003C\u002Fp>\r\n\r\n\u003Ch3 dir=\"ltr\">\u003Cspan style=\"font-size:18px\">Diversificação de portfólio\u003C\u002Fspan>\u003C\u002Fh3>\r\n\r\n\u003Cp dir=\"ltr\">Sawaya revela que a estratégia da Cyrela olhando para os próximos anos é acelerar a área de dados da companhia e investir em startups por meio da área de \u003Cem>corporate venture capital\u003C\u002Fem> (CVC). “Todo o relacionamento que construímos até agora nos deu bastante conhecimento e segurança para investir em algumas delas”, diz o executivo.  \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">A Cyrela também está investindo forte em \u003Cem>corporate venture building\u003C\u002Fem> (CVB), que consiste em criar novos negócios dentro da empresa para diversificar o portfólio, preferencialmente em áreas correlatas ao \u003Cem>core business\u003C\u002Fem>. É o caso da CashMe, fintech do grupo que hoje conta com mais de 300 colaboradores. \u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">“Assim como ela, nos próximos anos a gente pretende criar mais algumas, então a empresa passa a se transformar em uma plataforma de negócios do mercado imobiliário, deixa de ser uma incorporadora e construtora para explorar diversos outros nichos”, revela o diretor de Transformação Digital da companhia.\u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">Já o CEO da Tecnisa, Joseph Meyer Nigri, indica que a empresa não deverá fazer “cheques muito volumosos” em aquisições de startups, mas avalia que “com um pouco de dinheiro” seja possível ajudá-las a ganhar musculatura para viabilizar algo maior no futuro. “No caso da BoxOffice, fizemos o negócio há poucas semanas e já têm fundos interessados em fazer rodadas maiores. Nossa ideia é mais ou menos essa: fazer investimentos cirúrgicos para incentivar novas rodadas na frente”.\u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">Como último destaque, o diretor de Transformação Digital da Cyrela, \u003Cspan class=\"data-profile-link\" data-id=\"6858\">Guilherme Sawaya\u003C\u002Fspan>, aponta para a importância da cultura organizacional a fim de que a inovação seja realidade nas empresas: “Se as pessoas não estiverem ‘chipadas’ para entender o que são essas iniciativas, como lidar com uma startup, o que esperar desse relacionamento, como desenvolver um negócio novo dentro da companhia e quais são as etapas para isso, tudo vai cair por terra”. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cspan style=\"color:#6b6b6b\">Por \u003Cstrong>\u003Cspan class=\"data-profile-link\" data-id=\"11829\">Henrique Cisman\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\r\n","2021-08-19T08:44:38.000Z","2021-08-20T14:49:34.000Z",{"code":18},{"id":25,"color":27,"translations":1471},[1472,1474,1476],{"title":26,"slug":30,"language":1473},{"code":13},{"title":37,"slug":38,"language":1475},{"code":18},{"title":33,"slug":34,"language":1477},{"code":23},[1479],{"id":47,"label":1297,"translations":1480},[1481,1483,1485],{"label":1297,"slug":1308,"language":1482},{"code":13},{"label":1311,"slug":1312,"language":1484},{"code":18},{"label":1315,"slug":1316,"language":1486},{"code":23},[1488],{"name":171,"enName":171,"ptName":171,"iso2":1489},"BR",[],{"pt-BR":1492},"\u002Fmercado-imobiliario\u002Fcyrela-e-tecnisa-lideram-inovacao-no-mercado-imobiliario-brasileiro_1599",[1494,1495,1496,1497,1498,1499],"Infra Brazil","Infra Latam","Real Estate Brazil","Real Estate Europe","Real Estate India","Real Estate Latam"]