Builders invest around projects to conquer the neighborhood

The arrival of a new development in the neighborhood is synonymous with months of work and its inconveniences. To try to mitigate the inconvenience and resistance of neighbors to their launches, construction companies and developers in São Paulo and Rio invest in strategies and value their main asset: their brand.

Trisul entered into a partnership with Cobasi to create public parks focused on those who walk with their pets near the land of its launches.

“It’s a treatment of urban kindness, with equipment that society can use. It helps in the brand and in the coexistence. Work is dirt, it has noise. This is a form of welcome”, says Penélope Mouro Giovanetti Bernardo, superintendent of development of Trisul’s product and POS.

The parks will be open daily, including weekends, and the company promises leisure and entertainment options for the development’s neighbors and their pets.

The first neighborhood with the space is Vila Madalena, where the Península high-end condominium is being built. Building with 96 apartments with a floor area of ​​up to 374 m².

Cyrela has partnered with Posto 11 to use two sand courts where beach tennis and futvolei classes will be held on the east side. “This month we opened Arena Vivaz, in Vila Prudente, and, while we haven’t started work on the project, we have built a space with the desire that it becomes a meeting point for residents of the neighborhood”, says João Quina, commercial manager of Cyrela .

“We understand that a space like this brings life to the neighborhood and improves our region of operation”, says Quina.

Another Cyrela partnership maintains the Neighborhood of Knowledge Program, which invests in learning spaces in the vicinity of the projects. “We know the impact that a real estate development generates in the neighborhood, so we feel responsible to ensure that this impact is positive.”

Actions aimed at the well-being of the neighborhood must be applied from the project to the post-works and focus on ESG, according to Marcelo Dzik, executive director of development at Even, another publicly traded company.

“Neighbors are potential customers. We have every reason to be concerned about the impact on relationships,” says Dzik.

“During the work, we have sidings with garbage collection and recycling, for example. In the strategy of publicizing the projects, to give life to the space, we hold events with food trucks”, says the executive.

The real estate market is responding to the general trend of more sustainable consumption and demands from companies a concern with the reuse of material, reverse logistics, carbon neutralization and the impact of construction on the surroundings, including the look.

In the real estate market for less than two decades, Viewco renovated the alley of the Mauro 1 community, where around 500 families live in the São Judas neighborhood (south zone of São Paulo).

In the place, known as Beco da Cultura for promoting local artists, there are now gym equipment, toys and space for exhibitions and artistic presentations. The use of the space was defined in conversations with community leaders.

The project started with painting the wall of the land of the ClubeLine São Judas development, with 4,400 m², planned and executed by the plastic artist João Guilherme Bandeira, the Cabeça de Xícara, who lives in the community.

“They wanted the community to see themselves in my work”, says Bandeira, who painted the wall during the pandemic.

The wall was torn down, but the partnership with the community moved on to the new Beco da Cultura, designed by an architectural firm and approved by the city hall. “Our conversations continue so that professionals from the community are hired by future residents for painting services in the apartments, cleaning, preparing lunch boxes and whatever else there is demand”, says Fabio Felippe de Andrade, director of incorporation at Viewco.

Neighboring the community, the construction company’s venture will have 700 apartments, with 1.2 and 3 bedrooms, starting at R$ 260 thousand. Viewco projects a PSV (General Sales Value) of around R$ 240 million.

Founded in 2017, Vita Urbana builds compact properties in São Paulo and projects a PSV of R$523.8 million by 2025 in ten launches. One of them, in Vila Madalena, includes the revitalization of the Tim Maia Staircase in the project.

The site will receive new architecture and a restaurant, as well as a space for art. “The dream is to be a new Batman Alley”, says André Kovari, one of the developers’ partners

“We don’t want to create walls beyond what is necessary for security in our projects. The objective is to leave something for the city”, says the businessman.

Tim Maia Staircase, in Vila Madalena (SP)

Incorporadora Vita Urbana plans to revitalize the site and include a restaurant – Zanone Fraissat/Folhapress

For Tecnisa, the company’s new policy seeks to reheat the brand in the market and wants to listen to consumers.

“There are two ways of looking at a partnership project: being less frowned upon, which is not our case, and wanting to be a citizen company, living with the players”, says Fernando Tadeu Perez, president of the construction company.

The executive says that, after 40 years of “extreme success”, Tecnisa has faced difficulties with the increase in cancellations in the last five years, demanding changes that result in a new cultural vision.

Despite having faced internal resistance, the construction company is investing around R$ 200 thousand in the Boa Vizinhança program, with the objective of serving all neighbors of a project within a radius of 100 m to 200 m.

“Right at the beginning of the project, even before the demolition, we sent a letter to the neighbors, explaining about the work, and a treat. In addition to informing a telephone number so that they can contact us”, says Perez.

The company implemented the project in July, in Pinheiros (west zone), and wants to have it in eight more projects by the end of this year. “The number of complaints and grievances in our accounts on social networks has greatly decreased. Just by being heard by the company, the person already feels respected”, says the executive.

In Rio de Janeiro, Opportunity Imobiliário renovated the square in front of the historic Hotel Glória, which is being revitalized. “We planted seedlings, lit and cleaned the surroundings. They are not compensation works. It is to show the transformation of the environment, the benefits of the region even before the building is ready. that the enterprise is well located”, says Cristina Gravina, the company’s product and marketing leader.

In the Quinta das Amoras development, in Teresópolis (RJ), which received an investment of R$ 10 million, the construction company tries to unify and professionalize the local commerce.

“We are inserted in a context, which is the region. We hired an anthropologist to find out the real needs of the population. There is a lack of sanitation, so we are going to donate a septic tank”, says Victorio Abreu, from Areaum.

“We want to revitalize the road and, without taking away the characteristics of the people, transform the region so that it becomes a route for the purchase of products produced by local farmers”, says Abreu.

“It’s giving something back to the neighborhood”, says Eduardo Cruz, director of Itten Incorporadora, which installed siding with hygienic kits for pets at the Praia Residencial Mar project, in Barra da Tijuca (RJ).

“About 80% of the residents of this region have pets. In another project, in Botafogo, we are going to put a bench for people to wait for buses, because we noticed that the place needs it. It is a way to help solve some difficulty of the population”, he says Cross.

“It costs practically nothing for companies to apply the concept of urban kindness, and the receptivity is very good”, says the businessman.