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Paulo",false,"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002Fprecificacao-terrenos-sao-paulo-khouri-goldfarb-engrenagem-patriarcal.webp","2026-08-19T00:00:00.000Z","2026-08-19T09:08:02.000Z",[1453],{"id":1454,"newsId":1444,"languageId":25,"title":1447,"subtitle":1455,"content":1456,"summary":1457,"takeaways":1458,"seoTagConversionId":8,"seoTag":8,"seoTitle":1459,"seoKeywords":1460,"seoDescription":1461,"seoAbstract":8,"seoImage":1462,"createdAt":1451,"updatedAt":8,"language":1463},5251,"Alfredo Khouri, Milton Goldfarb, José Berenguer e Reinaldo Iapequino operam as quatro pontas de uma cadeia que determina quem acessa os melhores terrenos da capital paulista.","\u003Cp>A formação de preço de terrenos incorporáveis em São Paulo obedece a uma lógica que transcende planilhas de viabilidade. Quatro engrenagens conectadas, cada uma operada por líderes com décadas de acúmulo relacional, determinam a dinâmica fundiária da maior metrópole da América Latina: a montagem de terrenos complexos, a estruturação de funding de atacado, a regulação urbanística e a atuação do poder público na habitação. Entender como Alfredo Khouri, Milton Goldfarb, José Berenguer e Reinaldo Iapequino se posicionam nessas engrenagens é condição necessária para decifrar o pipeline imobiliário paulistano nos próximos ciclos.\u003C\u002Fp>\n\u003Cp>O mercado de incorporação de alto padrão em São Paulo vive um momento de inflexão. A revisão do Plano Diretor Estratégico, que permitiu a construção de edifícios mais altos e estimulou a oferta de apartamentos compactos em eixos de transporte, alterou a viabilidade financeira de terrenos inteiros. Corredores como a Avenida Rebouças, no eixo Pinheiros, passaram a concentrar operações de land assembly de altíssima complexidade, com valores do metro quadrado que já atingem patamares entre R$ 50 mil e R$ 55 mil nas áreas mais disputadas. Esses patamares não resultam apenas de oferta e demanda convencionais. Eles são, em grande medida, moldados pela capacidade de poucos operadores de montar negociações lote a lote, casa a casa, ao longo de anos.\u003C\u002Fp>\n\u003Ch2>Como a montagem de terrenos por Goldfarb e Khouri cria barreiras de entrada no alto padrão paulistano?\u003C\u002Fh2>\n\u003Cp>Milton Goldfarb, à frente da One Innovation, exemplifica o modelo de land assembly que redefine a precificação fundiária em São Paulo. Segundo reportagem da Exame, a incorporadora comprou 30 casas ao longo de três anos na Avenida Rebouças para estruturar um megaempreendimento de luxo com Valor Geral de Vendas (VGV) estimado em R$ 2 bilhões, com lançamento previsto para o primeiro semestre de 2026. Essa operação não é replicável por qualquer incorporadora. Exige capital paciente, rede de relacionamento com proprietários, capacidade de negociação individualizada e tolerância a um ciclo de imobilização de capital muito superior ao padrão do setor.\u003C\u002Fp>\n\u003Cp>O resultado é uma barreira de entrada estrutural. Incorporadoras listadas em bolsa, pressionadas por ciclos trimestrais de resultado, raramente conseguem competir nesse tipo de operação. O land assembly de larga escala concentra os melhores terrenos nas mãos de quem possui liquidez própria e horizonte temporal longo, criando um prêmio implícito na precificação que se transmite a toda a cadeia.\u003C\u002Fp>\n\u003Cp>Alfredo Khouri opera lógica semelhante, porém com foco em diversificação setorial e geográfica. A Catuaí Asset, conduzida por Alfredo Khouri Jr., desenvolve o Four Seasons Hotel Rio de Janeiro no antigo Marina Palace, com investimento estimado em R$ 600 milhões e abertura projetada para o início de 2029, conforme dados do Hotelier News. A operação ilustra como o modelo patriarcal de acumulação de land bank e ativos se expande do residencial de alto padrão para a hospitalidade de luxo, levando consigo a mesma mecânica de negociação proprietária e ciclos longos de maturação.\u003C\u002Fp>\n\u003Cp>Dados do Metro Quadrado, de novembro de 2025, confirmam que o preço de terrenos incorporáveis na região da Avenida Rebouças atingiu patamares recordes, impulsionado justamente por montagens complexas lideradas por players como a One Innovation. A valorização do metro quadrado na região de Pinheiros\u002FRebouças superou a média da capital paulista em um período de cinco anos, segundo levantamento do DataZAP publicado pela Exame em abril de 2025.\u003C\u002Fp>\n\u003Cp>A mecânica é clara: a concentração de capacidade negocial em poucos operadores patriarcais eleva o preço de referência dos terrenos, o que por sua vez restringe o número de incorporadoras capazes de viabilizar empreendimentos nessas localizações.\u003C\u002Fp>\n\u003Ch2>Qual o papel do funding de atacado e do crédito imobiliário nessa engrenagem?\u003C\u002Fh2>\n\u003Cp>Operações de land assembly bilionárias não se sustentam apenas com capital próprio. A estruturação de funding de atacado é a segunda engrenagem do modelo. José Berenguer, CEO do Banco XP, tem sido uma das vozes mais ativas na análise das limitações estruturais do crédito imobiliário brasileiro. A relação entre crédito imobiliário e PIB no Brasil permanece estruturalmente inferior à de mercados desenvolvidos, segundo análises de Berenguer divulgadas pelo Banco XP e pela SiiLA. Essa limitação restringe a alavancagem do setor e concentra a capacidade de execução em players com acesso privilegiado a linhas de financiamento.\u003C\u002Fp>\n\u003Cp>Berenguer também tem criticado os incentivos fiscais para instrumentos de renda fixa como LCI, LCA e debêntures incentivadas, argumentando que a isenção de Imposto de Renda nesses produtos drena funding do mercado de capitais, particularmente de IPOs, e afeta a estrutura de financiamento imobiliário de longo prazo. Essa distorção beneficia, de forma indireta, justamente os operadores patriarcais que possuem acesso a capital próprio ou a estruturações privadas de crédito, em detrimento de incorporadoras que dependem do mercado público de capitais para financiar aquisições de terrenos.\u003C\u002Fp>\n\u003Cp>A engrenagem financeira, portanto, reforça a concentração. Quando o custo de capital público é elevado e a oferta de funding via IPOs é limitada, o prêmio de relacionamento e a capacidade de estruturação privada tornam-se vantagens competitivas decisivas.\u003C\u002Fp>\n\u003Ch2>Déficit habitacional e permutas de terrenos: onde o poder público se conecta à lógica patriarcal?\u003C\u002Fh2>\n\u003Cp>A terceira e a quarta engrenagens envolvem a regulação urbanística e a atuação do poder público na habitação. A revisão do Plano Diretor Estratégico de São Paulo, ao flexibilizar parâmetros construtivos em eixos de transporte, criou oportunidades significativas de adensamento, mas também intensificou a competição por terrenos bem localizados. Quem já detém land bank consolidado nesses eixos captura a valorização regulatória de forma desproporcional.\u003C\u002Fp>\n\u003Cp>Na ponta da habitação popular, Reinaldo Iapequino, à frente da CDHU, administra um orçamento recorde de R$ 3,5 bilhões para enfrentar o déficit habitacional crítico do Estado de São Paulo, conforme dados do Summit Imobiliário, publicado pelo Estadão em novembro de 2024. A CDHU opera, entre outros instrumentos, permutas de terrenos públicos com incorporadoras privadas. Esse mecanismo cria um ponto de intersecção direta entre a lógica de land bank patriarcal e a política habitacional: os termos dessas permutas, a localização dos terrenos envolvidos e as contrapartidas exigidas podem favorecer operadores com maior poder de negociação e capacidade de montagem de propostas complexas.\u003C\u002Fp>\n\u003Cp>O déficit habitacional paulista, longe de ser um tema desconectado do alto padrão, integra a mesma cadeia de precificação fundiária. Terrenos públicos disponibilizados via permuta influenciam a oferta total de áreas incorporáveis na cidade e, consequentemente, o preço de referência de todo o mercado.\u003C\u002Fp>\n\u003Ch2>A tese estrutural\u003C\u002Fh2>\n\u003Cp>A precificação de terrenos em São Paulo é, em última análise, determinada pela interação entre quatro forças: a capacidade de montagem de terrenos complexos (Goldfarb, Khouri), a estruturação de funding de atacado (Berenguer), a regulação urbanística (Plano Diretor) e a política habitacional pública (Iapequino). Essas forças operam de forma interdependente e concentrada.\u003C\u002Fp>\n\u003Cp>Três conclusões emergem dessa análise. Primeira: o modelo patriarcal de acumulação fundiária cria barreiras de entrada que se perpetuam ao longo de ciclos, independentemente de condições macroeconômicas. Segunda: a estrutura de funding brasileiro, com suas distorções fiscais e baixa penetração de crédito imobiliário em relação ao PIB, amplifica essa concentração ao limitar o acesso de novos entrantes ao capital necessário para operações de land assembly. Terceira: a interação entre regulação urbanística e política habitacional adiciona camadas de complexidade que favorecem operadores experientes com redes de relacionamento consolidadas junto ao poder público.\u003C\u002Fp>\n\u003Cp>Para incorporadoras, investidores institucionais e gestores de fundos imobiliários que atuam em São Paulo, a implicação estratégica é direta: competir no mercado fundiário paulistano exige muito mais do que capacidade financeira. Exige inserção em redes de relacionamento que levam décadas para construir.\u003C\u002Fp>\n\u003Cp>O GRI Institute acompanha essa dinâmica por meio de encontros reservados entre líderes do setor, onde a mecânica de precificação fundiária, as estratégias de land assembly e as perspectivas de funding são debatidas com profundidade. Para membros que buscam inteligência estratégica sobre a cadeia de incorporação paulistana, o ecossistema do GRI Institute oferece acesso direto aos tomadores de decisão que operam essas engrenagens.\u003C\u002Fp>\n","A precificação de terrenos incorporáveis em São Paulo é determinada pela interação de quatro engrenagens: montagem de terrenos complexos (Goldfarb e Khouri), estruturação de funding de atacado (Berenguer), regulação urbanística (Plano Diretor) e política habitacional pública (Iapequino\u002FCDHU). Operações como a compra de 30 casas na Avenida Rebouças pela One Innovation, com VGV estimado em R$ 2 bilhões, ilustram como o modelo patriarcal de acumulação fundiária concentra os melhores terrenos em poucos operadores.\n\nA baixa penetração do crédito imobiliário em relação ao PIB e as distorções fiscais em instrumentos de renda fixa reforçam essa concentração, limitando o acesso de novos entrantes ao capital necessário para land assembly de larga escala.","\u003Cul>\n\u003Cli>A montagem de terrenos complexos (land assembly) por operadores como Goldfarb e Khouri cria barreiras de entrada estruturais no alto padrão paulistano.\u003C\u002Fli>\n\u003Cli>O metro quadrado na região Pinheiros\u002FRebouças já atinge R$ 50 mil a R$ 55 mil, impulsionado por negociações lote a lote ao longo de anos.\u003C\u002Fli>\n\u003Cli>Distorções fiscais em LCI, LCA e debêntures incentivadas drenam funding do mercado de capitais e amplificam a concentração fundiária.\u003C\u002Fli>\n\u003Cli>A CDHU opera orçamento recorde de R$ 3,5 bilhões e realiza permutas de terrenos públicos que intersectam a lógica patriarcal de acumulação.\u003C\u002Fli>\n\u003Cli>Competir no mercado fundiário paulistano exige inserção em redes relacionais construídas ao longo de décadas.\u003C\u002Fli>\n\u003C\u002Ful>\n","Precificação de terrenos em São Paulo: Khouri e Goldfarb","alfredo khouri, milton goldfarb, jose berenguer, reinaldo iapequino","Análise estratégica sobre como Alfredo Khouri, Milton Goldfarb, José Berenguer e Reinaldo Iapequino influenciam a precificação fundiária e o pipeline de lançamentos imobiliários em São Paulo.","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002Fprecificacao-terrenos-sao-paulo-khouri-goldfarb-engrenagem-patriarcal-seo.jpg",{"code":18},{"id":25,"color":27,"translations":1465},[1466,1468,1470],{"title":26,"slug":30,"language":1467},{"code":13},{"title":37,"slug":38,"language":1469},{"code":18},{"title":33,"slug":34,"language":1471},{"code":23},[1473,1481,1489],{"id":47,"label":1294,"translations":1474},[1475,1477,1479],{"label":1294,"slug":1305,"language":1476},{"code":13},{"label":1308,"slug":1309,"language":1478},{"code":18},{"label":1312,"slug":1313,"language":1480},{"code":23},{"id":65,"label":1228,"translations":1482},[1483,1485,1487],{"label":1228,"slug":1239,"language":1484},{"code":13},{"label":1242,"slug":1243,"language":1486},{"code":18},{"label":1246,"slug":1247,"language":1488},{"code":23},{"id":93,"label":1250,"translations":1490},[1491,1493,1495],{"label":1250,"slug":1261,"language":1492},{"code":13},{"label":1264,"slug":1265,"language":1494},{"code":18},{"label":1268,"slug":1269,"language":1496},{"code":23},[1498],{"name":171,"enName":171,"ptName":171,"iso2":1499},"BR",[1501],{"name":1502,"slug":1503,"image":8,"order":115},"GRI Institute","gri-institute",{"pt-BR":1505},"\u002Fmercado-imobiliario\u002Fprecificacao-terrenos-sao-paulo-khouri-goldfarb-engrenagem-patriarcal",[1507,1508,1509,1510,1511,1512],"Infra Brazil","Infra Latam","Real Estate Brazil","Real Estate Europe","Real Estate India","Real Estate Latam"]