Full text
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| Author(s): |
Maiara Oliveira Silva de Aguiar
Total Authors: 1
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| Document type: | Master's Dissertation |
| Press: | São Carlos. |
| Institution: | Universidade de São Paulo (USP). Escola de Engenharia de São Carlos (EESC/SBD) |
| Defense date: | 2023-08-23 |
| Examining board members: |
Lúcia Zanin Shimbo;
Camila Moreno de Camargo;
João Fernando Pires Meyer;
Beatriz Fleury e Silva
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| Advisor: | Lúcia Zanin Shimbo |
| Abstract | |
Faced with housing and urban problems resulting from restricted access to land for the poorest population in Brazil, several housing financing mechanisms were instituted in the country, one of the most recent being the Minha Casa, Minha Vida Programme (MCMV). The production resulting from these programs, however, did little to meet the needs of the lower-income population. In the MCMV, especially, the 1.5, 2 and 3 Tracks (Economic Segment of the Program), were the categories with the highest number of units contracted in the three \"Phases\" (2009-2020). When analysing the academic papers that have studied the Programme, it is possible to identify two gaps that make up the research problem: (i) the small number of papers that address the Programme\'s Economic Segment, even though it is responsible for most of the production and (ii) the restricted number of papers that focus on the commercialization stage of the housing units. Considering these gaps, the objective of this dissertation is to understand the strategies used in the commercialization of the enterprises of the MCMV\'s Economic Segment in the Program\'s last \"Phase\" in the municipality of Ribeirão Preto (RP) and the relationship between real estate agencies (responsible for marketing); the developers or builders (producing agents) and consumers. Using the methods of documentary research, field research and analysis of secondary sources, this research aimed to deepen the understanding of the stage of commercialization and the work of the real estate broker. The results of the research reveal that the four developers studied, which were leaders in the production of the Economic Segment of the MCMV in RP, began to control the entire process of housing provision, including commercialization, as of 2014. It is at this point that the infrastructure available for sale is no longer spread throughout the municipality in sales stands but is concentrated in a single shop for each developer, the Sales House. These are located at strategic points in the city with heavy levels of footfall. Furthermore, regardless of their size and capital structure (public or private), the companies studied began to have similar infrastructure and strategies for marketing housing. One such example is removing the figure of real estate agencies and beginning to make service provision contracts directly with real estate brokers, thus reducing intermediation costs and increasing control over the entire production. (AU) | |
| FAPESP's process: | 20/13210-7 - Real estate brokers and the housing sales in the My house, My Life Program |
| Grantee: | Maiara Oliveira Silva de Aguiar |
| Support Opportunities: | Scholarships in Brazil - Master |