Interview with Gustavo Zanotto, an authority in Brazilian real estate marketing

This article was written and published in Spanish and has been translated into English via Google Translate. Click here to read the original article.

Gustavo Zanotto is Director of Digital Intelligence at Café Imobiliario, a consulting company for the leading real estate market in Brazil. In the real estate industry, he is a specialist in planning, innovation and marketing, counting on a successful career in companies such as PDG, Tecnisa and Cyrela. With these three companies, he holds an outstanding position and has created several successful cases in the use of digital strategies for the real estate market.

Today, Café Imobiliario is recognized as one of the big names in marketing for the real estate market in Brazil.

How do you see the Brazilian real estate and construction industry facing a new stage of disruptive business?

I believe that Brazil begins slowly to incorporate new business models in sales or in the development of real estate products. I see several traditional companies changing the way they do business and the emergence of many startups. However, a traditional company still needs to change the culture of the company, look towards a new market that is approaching and how to implement this new culture within of a thought of digital transformation. For startups, market change causes less progress because they are companies created for change. Brazil still has many obstacles to innovation and this path will not be easy in the short and medium term.

What do you consider to be the high points that the Mercosur countries must attend to welcome the arrival of proptech in the regional industry?

I think that in order to establish a proptech culture, the characters that make up Mercosur's real estate business environment must have a clear vision of the possible impacts that technology can have on business relationships between companies and buyers. One point that I consider the strongest of all is that we should think more about consumption than consumer. We must be attentive to the signs of consumer behavior, people do not buy more products, they buy solutions and answers to their lives.

Another important point is the emergence of business models using more and more digital platforms. These platforms are the future of business relationships. Finally, you have to think regionally and sell globally. There is no barrier to free trade.

How does Café Imobiliario participate in regional proptech?

The Café Imobiliario is a consulting company for incorporators and builders in Brazil. I will represent the company at two different events, in a TED model presentation and in a debate panel on the second day. I am going to take part in the proptech that we develop in the different processes that we create in our consultancy, the vision of the future and how today we guide our clients to do good business in the changes established by real estate buyers. It will also be important to meet innovative people and businesses, the network will be very important to me.

Do you think that construction software is the new tool of value for the industry?

Yes, I that the real estate market will be less and less of the construction engineers focused and steer more and more towards software engineers. Software guarantees a better management of the productive chain, coordinates the actions, establishes better sales results as it makes it possible to recognize the needs of the customers through big data and to be able to offer products and services appropriate to the standards and consumption profiles of each group of customers.

What do you think about the realization of events like PropTech Workday Mercosur? What do you expect from your participation?

I believe that events like this are important for the evolution of a market. We are in the same continent and we all need to think about progress and recognize that the path of technology and its platforms is present. PropTech WorkDay can be a debate agenda for those who are interested in the subject, and, later on, even in Brazil, which is a strong, expanding market and that could use more events like that.

As for my participation, I hope that I can also create new connections and bring more knowledge and new experiences from my activity as a real estate consultant.

This article was written and published in Spanish and has been translated into English via Google Translate. Click here to read the original article.

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