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lançamentos",false,"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F00_SC_Litoral_Unsplash_Slider_2026_5_12_14_16_18_1778606178.webp","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F00_SC_Litoral_Unsplash_Cover_2026_5_12_14_16_18_1778606178.webp","2026-05-12T00:00:00.000Z","Eduardo Zmievsk - Unsplash","2026-05-15T00:00:00.000Z",717,"2026-05-12T14:16:18.000Z","2026-05-12T14:27:48.000Z",[1461],{"id":1462,"newsId":1447,"languageId":25,"title":1463,"subtitle":1464,"content":1465,"summary":978,"takeaways":1466,"seoTagConversionId":8,"seoTag":8,"seoTitle":1450,"seoKeywords":1467,"seoDescription":1464,"seoAbstract":8,"seoImage":1468,"createdAt":1469,"updatedAt":1470,"language":1471},4474,"No litoral de Santa Catarina, vendas superam lançamentos e compactos ganham espaço","Geração de empregos qualificados e alta renda dos moradores sustentam mercado de luxo, mas preferência por unidades menores aumenta","O mercado imobiliário do litoral catarinense atravessa um ponto de inflexão que separa o crescimento acelerado dos últimos cinco anos de uma nova fase marcada por disciplina, seletividade e consolidação qualitativa.\u003Cbr \u002F>\r\n \u003Cbr \u002F>\r\nOs dados do primeiro trimestre de 2026, apresentados com exclusividade pela Brain Inteligência Estratégica, revelam um mercado que, pela primeira vez em anos, vende mais do que lança: 8.421 unidades comercializadas contra 7.808 lançadas, sinalizando uma autorregulação rara em ciclos de expansão regional no Brasil.\u003Cbr \u002F>\r\n \u003Cbr \u002F>\r\nCom um VGV vendido de R$ 11,7 bilhões, o litoral catarinense oferece um cenário de fundamentos sólidos, porém com margens de erro cada vez mais estreitas.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002F01_SC_Litoral_GRI_Body_2026_5_12_17_09_02_1778605742.webp\" style=\"width:100%\" \u002F>\r\n\u003Cdiv style=\"text-align:center\">\u003Cspan style=\"font-size:12px\">Macelo Gonçalves, sócio da Brain, apresenta dados atualizados do mercado residencial no litoral catarinense (Foto: \u003Cspan class=\"company-profile-link\" data-id=\"1\">\u003Cspan class=\"company-profile-link\" data-id=\"20971\">GRI Institute\u003C\u002Fspan>\u003C\u002Fspan>)\u003C\u002Fspan>\u003C\u002Fdiv>\r\n\r\n\u003Ch2>Um descompasso que é, na verdade, equilíbrio\u003C\u002Fh2>\r\nA redução de 25% nos lançamentos em relação ao primeiro trimestre de 2025 poderia, em uma leitura superficial, sugerir retração. A análise estratégica aponta para o oposto: trata-se de um mercado que internalizou as lições de ciclos anteriores e optou por moderar a oferta antes que o excesso comprometesse a sustentabilidade de preços. Quando as vendas superam os lançamentos de forma consistente, o estoque disponível se comprime, o poder de precificação se preserva e a saúde financeira das incorporadoras se fortalece.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEsse comportamento é particularmente relevante em um contexto onde a taxa Selic permanece próxima a 15% nos últimos 12 meses. O custo elevado do capital não destruiu a demanda, mas a represou. A intenção de compra nacional nos maiores níveis da série histórica, com 49% dos brasileiros declarando interesse em adquirir imóvel, funciona como uma energia potencial que aguarda o gatilho de condições de financiamento mais favoráveis.\u003Cbr \u002F>\r\n \u003Cbr \u002F>\r\nPara o litoral catarinense, onde a demanda é sustentada por fundamentos demográficos e econômicos excepcionais, essa dinâmica representa uma reserva de liquidez futura.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nOs números estruturais do litoral catarinense continuam a diferenciá-lo de qualquer outra região do país. O crescimento domiciliar de 75,3% entre 2010 e 2024 é praticamente o dobro do segundo colocado nacional, Goiás. Mais relevante ainda: a geração de empregos superou o crescimento populacional em 44% no mesmo período. Essa assimetria positiva entre oferta de trabalho e expansão demográfica configura algo raro no mercado imobiliário brasileiro: uma demanda ancorada em renda real e não em especulação de crédito.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nFlorianópolis ilustra bem essa dinâmica. O perfil predominante do comprador na capital catarinense é o de alguém que toma uma decisão de vida, isto é, uma migração motivada por qualidade de vida, segurança, infraestrutura e ambiente de negócios - e não uma decisão de investimento puro. Essa distinção é relevante porque confere ao mercado local uma resiliência superior aos ciclos macroeconômicos. Compradores que migram por convicção pessoal são menos sensíveis a oscilações de taxa de juros e mais comprometidos com a permanência, o que estabiliza tanto a demanda primária quanto o mercado secundário.\r\n\u003Ch2>Compactos ganham espaço\u003C\u002Fh2>\r\nTalvez a transformação mais significativa do mercado catarinense esteja na recomposição radical do mix de lançamentos. O segmento compacto, que representava apenas 8% da oferta em 2022, alcançou 31% no primeiro trimestre de 2026. Simultaneamente, o segmento de classe média recuou de 77% para 53%. Trata-se de uma reestruturação do mercado em resposta a mudanças demográficas, comportamentais e de acessibilidade.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO avanço dos compactos reflete a convergência de múltiplos vetores: famílias menores, profissionais remotos que priorizam localização sobre metragem, investidores que buscam rentabilidade por metro quadrado e um teto de acessibilidade que se elevou com os juros altos. Para as incorporadoras, essa mudança exige não apenas ajuste de planta, mas uma revisão completa da tese de produto e da estratégia de precificação.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA quase ausência de imóveis inseridos no programa Minha Casa, Minha Vida no litoral de Santa Catarina (apenas 1% do VGV) constitui simultaneamente uma vulnerabilidade estrutural e uma fronteira inexplorada. A vulnerabilidade reside na concentração excessiva em segmentos de média e alta renda; a oportunidade está na possibilidade de capturar uma faixa de demanda que hoje simplesmente não encontra oferta adequada.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002F02_SC_Litoral_GRI_Body_2026_5_12_17_09_02_1778605742.webp\" style=\"width:100%\" \u002F>\r\n\u003Cdiv style=\"text-align:center\">\u003Cspan style=\"font-size:12px\">Líderes de incorporadoras com projetos no litoral catarinense debatem o panorama e as perspectivas para a região (Foto: \u003Cspan class=\"company-profile-link\" data-id=\"1\">\u003Cspan class=\"company-profile-link\" data-id=\"20971\">GRI Institute\u003C\u002Fspan>\u003C\u002Fspan>)\u003C\u002Fspan>\u003C\u002Fdiv>\r\n\r\n\u003Ch2>Luxo desacelera, mas não recua\u003C\u002Fh2>\r\nO segmento de luxo e hiperluxo, especialmente beira-mar em Balneário Camboriú, atravessa um momento de recalibração. O alongamento do ciclo de negociação - de menos de três meses para mais de seis meses - não indica necessariamente enfraquecimento de demanda, mas uma mudança qualitativa no comportamento do comprador de altíssima renda, que tornou-se mais analítico, mais comparativo e menos impulsivo.\u003Cbr \u002F>\r\n \u003Cbr \u002F>\r\nEm um ambiente de juros elevados, mesmo quem não depende de financiamento recalcula o custo de oportunidade do capital imobilizado. A consequência prática para incorporadoras é que a precificação aspiracional - aquela que se sustenta mais em narrativa do que em fundamentos - encontra resistência crescente. O mercado de luxo catarinense está migrando de um modelo de escassez para um modelo de valor demonstrado, onde diferenciação de produto, qualidade construtiva e reputação da incorporadora pesam mais do que a mera localização privilegiada.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO reajuste de insumos da construção, com o aço registrando alta de 12,5% em um único mês, impõe uma pressão de margens que funciona como mecanismo de seleção natural. Incorporadoras com disciplina de orçamento, contratos de fornecimento bem estruturados e capacidade de absorver volatilidade de custos sem comprometer qualidade ou cronograma encontram-se em posição de vantagem competitiva.\u003Cbr \u002F>\r\n \u003Cbr \u002F>\r\nAquelas que entraram no mercado catarinense atraídas pelo ciclo de alta, sem histórico operacional robusto e sem capitalização adequada, enfrentam um cenário de compressão que pode se tornar insustentável.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nNa prática, observa-se uma consolidação setorial em curso. Não se trata de uma crise (os fundamentos não sustentam essa leitura), mas de um processo de maturação onde a barreira de entrada efetiva se eleva. O mercado catarinense está, na prática, selecionando seus operadores de longo prazo.\r\n\u003Ch2>Destaques regionais\u003C\u002Fh2>\r\nO litoral de Santa Catarina consolidou-se como o principal polo de segunda moradia e moradia híbrida do Brasil, com demanda originada predominantemente de São Paulo, Paraná (especialmente Curitiba), Rio Grande do Sul e do próprio interior catarinense, principalmente Joinville, Blumenau e Jaraguá do Sul.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nBalneário Camboriú opera em um nicho de hiperluxo - acima de R$ 10 milhões por unidade - fortemente correlacionado ao ciclo do agronegócio brasileiro, o que torna o mercado local sensível à performance do setor primário e às condições de comércio exterior. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nFlorianópolis diferencia-se do restante do litoral por atrair compradores em processo de migração permanente, e não apenas investidores ou veranistas. O novo aeroporto internacional, eleito o melhor do país por seis anos consecutivos, foi identificado como catalisador dessa transformação, viabilizando o modelo de moradia em Florianópolis com deslocamento semanal a São Paulo e outros centros financeiros. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nItapema e Porto Belo concentram o maior volume de lançamentos e de novos entrantes no mercado, com aproximadamente 350 empreendimentos ativos. Porto Belo, historicamente secundária, equiparou-se a Itapema em dinâmica econômica e construtiva, impulsionada por empreendimentos-âncora como o Vivapark. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nBalneário Piçarras e Penha beneficiam-se do gargalo de trânsito entre Navegantes e Itajaí, que prejudica o acesso a Balneário Camboriú. Compradores de Curitiba, Joinville e Blumenau preferem essas cidades pela acessibilidade rodoviária e previsibilidade de deslocamento, configurando um mercado de segunda moradia com perfil de renda média-alta. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA região norte do litoral catarinense (Itapoá, Barra Velha) apresenta o maior crescimento domiciliar percentual do país e recebe investimentos industriais expressivos, como os da WEG em Guaramirim, que devem ampliar a base de demanda habitacional nos próximos anos. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO Campeche, no sul da ilha de Florianópolis, vive um processo de regularização urbanística após décadas de crescimento informal provocado por restrições excessivas do plano diretor. A proximidade com o aeroporto torna a região especialmente atrativa para o perfil de morador que trabalha remotamente ou viaja semanalmente a outros centros. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002F03_SC_Litoral_GRI_Body_2026_5_12_17_09_02_1778605742.webp\" style=\"width:100%\" \u002F>\r\n\u003Cdiv style=\"text-align:center\">\u003Cspan style=\"font-size:12px\">Executivos participam de debate no GRI Fórum Litoral de Santa Catarina, realizado em Balneário Camboriú (Foto: \u003Cspan class=\"company-profile-link\" data-id=\"1\">\u003Cspan class=\"company-profile-link\" data-id=\"20971\">GRI Institute\u003C\u002Fspan>\u003C\u002Fspan>)\u003C\u002Fspan>\u003C\u002Fdiv>\r\n\r\n\u003Ch2>O horizonte de 2026\u003C\u002Fh2>\r\nA eventual redução da Selic tende a destravar decisões de compra represadas, injetando liquidez em um mercado que já opera com estoque controlado, uma combinação potencialmente favorável para a valorização dos preços. No entanto, a volatilidade internacional e a pressão inflacionária sobre insumos impõem um ritmo mais cadenciado de lançamentos, premiando incorporadoras que privilegiam margem sobre volume.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO litoral de Santa Catarina não está em crise nem em euforia, e sim em um momento raro e valioso, de maturação institucional. Mercados que aprendem a moderar seus ciclos de oferta, desenvolvem diversidade de produto e selecionam naturalmente seus operadores mais competentes tendem a construir trajetórias de valorização mais sustentáveis e menos voláteis. O próximo ciclo de crescimento pertencerá àqueles que souberam exercer disciplina durante a fase de consolidação.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n---\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cem>Os insights desse artigo são baseados em dados apresentados por \u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fmember-profile\u002Fbrazil\u002Fmarcelo-goncalves_2963\" target=\"_blank\">Marcelo Gonçalves\u003C\u002Fa>, sócio da \u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fcompany-profile\u002Fbrain-inteligencia-estrategica_361\" target=\"_blank\">Brain Inteligência Estratégica\u003C\u002Fa>, e debatidos por executivos presentes no GRI Fórum Litoral de Santa Catarina, realizado em 7 de maio, em Balneário Camboriú. \u003C\u002Fem>","\u003Cul>\r\n\t\u003Cli>O mercado absorve mais do que produz: no primeiro trimestre de 2026, as vendas superaram os lançamentos em 613 unidades, e o VGV vendido (R$ 11,7 bilhões) ultrapassou o lançado (R$ 11 bilhões), configurando um ciclo de consumo de estoque que protege a sustentabilidade de preços na região.\u003C\u002Fli>\r\n\t\u003Cli>Os imóveis compactos saltaram de 8% para 31% dos lançamentos entre 2022 e o primeiro trimestre de 2026, enquanto a classe média recuou de 77% para 53%.\u003C\u002Fli>\r\n\t\u003Cli>O ciclo de negociação no luxo praticamente dobrou: em Balneário Camboriú, o tempo médio de fechamento passou de menos de três meses para mais de seis meses, evidenciando um comprador mais criterioso e um ambiente que penaliza precificação descolada de valor percebido.\u003C\u002Fli>\r\n\u003C\u002Ful>\r\n","mercado imobiliário, santa catarina, litoral catarinense, alta renda","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F00_SC_Litoral_Unsplash_Social_2026_5_12_14_24_18_1778606658.jpg","2026-05-12T14:16:30.000Z","2026-05-12T14:27:44.000Z",{"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],{"id":47,"label":1297,"translations":1482},[1483,1485,1487],{"label":1297,"slug":1308,"language":1484},{"code":13},{"label":1311,"slug":1312,"language":1486},{"code":18},{"label":1315,"slug":1316,"language":1488},{"code":23},[1490],{"name":171,"enName":171,"ptName":171,"iso2":1491},"BR",[1493],{"name":1494,"slug":1495,"image":1496,"order":115},"Henrique Cisman","henrique-cisman","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews_author\u002FHenrique_Marcal_Cisman_GRI_Institute_Profile_PIC_2025_11_04_11_31_12_1762266672.jpg",{"pt-BR":1498},"\u002Fmercado-imobiliario\u002Fno-litoral-de-santa-catarina-vendas-superam-lancamentos",[1500,1501,1502,1503,1504,1505],"Infra Brazil","Infra Latam","Real Estate Brazil","Real Estate Europe","Real Estate India","Real Estate Latam"]