Uso do geomarketing como metodologia estratégica no desenvolvimento de produto imobiliário residencial vertical

Abstract

The real estate product development process is not structured through a rigid sequence of stages; however, it relies on methodologies that support decision-making and enable more precise studies for new developments. In this context, geomarketing stands out by incorporating data analysis from a geographical perspective, contributing to a consistent understanding of the local urban and market scenario. This study describes this application, addressing data access, collection and analysis through a case study in Goiânia, Brazil. As a result, it was possible to guide the conception of a Standard grade vertical residential development, focused on 2- and 3-bedroom typologies, aligned with the characteristics identified in the region. Thus, the methodology's applicability and its contribution to more assertive formulations in real estate product development are demonstrated.