The consumer of the real estate market of communities

[muskanhossain]

There is a real estate market that some real estate agents are unaware of: the favelas in Brazil. There is a real estate market that some real estate agents are unaware of: the favelas in Brazil. Today, there are more than 17 million people living in favelas and communities. This population, around 8% of Brazilians, generates more than R$119 billion in income per year. But how do they advertise properties located in these areas of high urban density?

First of all, let’s dispel some myths. Not all properties in favelas are unregulated; residents of many communities in the country have the deeds to their homes. From 2003 to 2010, for example, an initiative in Rio de Janeiro regularized more than 3,000 properties in favelas.

Community property listings
Local community real estate agencies
Innovation potential of communities
Community property listings
In communities, property advertisements are still common on nepal whatsapp data street lamps and public roads. Those interested in renting or selling can post a piece of paper around the neighborhood and wait for interested parties to contact them. Other advertising channels include residents' associations, local real estate agencies and social media .

This brings us to another idea that we need to deconstruct: the favela is not isolated from the online world. Quite the opposite! Of the residents of communities in the southeast of the country, around 90% access the internet daily. Of these, 80% have Facebook or Instagram; of course, business can happen online.

This data was presented by Elvis Póvoas, founder of the website FAV Imóveis, during Conecta Imobi 2018. Elvis grew up in the Santa Teresa Community Complex and had the idea of ​​creating a portal for listing favela properties due to his father's difficulty in selling his house.

Local community real estate agencies
Elvis Póvoas' initiative gives us some clues about the development of business in these areas that are so crucial for urban centers: residents of favelas and communities are very connected to technological innovations and, yes, they are an important audience from the perspective of the development of new technologies in the market.

Another clue that jumps out at you, as a surprise to those who have no contact with community residents: there is the possibility of training young people from the favelas and communities themselves to create local real estate commercials, which would have the potential to serve a huge market niche.

Innovation potential of communities
There is a lot of talk in the real estate market about the need to innovate. Well, here is a great opportunity to look at an underserved but very promising audience: both in terms of the number of people and the income circulating.

Have you ever thought about niche-scaling your business in a market that is less competitive among brokers and real estate agencies? Have you ever imagined listening to these people, understanding their housing pain points and possibly creating innovative solutions for this audience?