Homex gets over misfortunes and lands in Brazil
Valor Econômico
Considered a model of industrialized construction for the low income segment, Homex started structuring its operation in Brazil, quietly and discretely, two years ago. It was this year, however, after the opening of Homex Brasil, dressing workers with the uniform of the company and opening the sales of popular homes at a colossal piece of land with 252 thousand square meters in São José dos Campos, that the company wasn't able to keep the desired silence and low-profile style any more. It will erect 1,360 units, 330 of which, belonging to the first two stages, have already been sold. "We started from a pilot-project, which is being very successful", affirms the Mexican Alberto Urquiza, in his first interview to the Brazilian press. The investment in the project amounts to R$ 20 million (US$ 10.8 million).
The first attempt of Homex to enter the Brazilian market took place even earlier, through the acquisition of Goldfarb, a company specialized in low-cost constructions, but the purchase was not concluded and the company ended up being acquired by PDG Realty. In this restart, Homex is helped by a providential push of the Governmental housing program. And Caixa Econômica Federal (CEF) (the Brazilian Federal Savings Bank). In a short time, it managed to obtain the Geric (Credit Risk Management), a kind of rating of CEF. Without it, it is not possible to get loans for the clients and, therefore, Homex would not be able to offer the purchasers the subsidies of Minha Casa, Minha Vida (My House, My Life) program. It gets to the market with houses costing R$ 80 thousand (US$ 43.2 thousand) on the average. In Mexico, its average price is R$ 50 thousand (US$ 27 thousand).
The Mexican model of low income is a reference for low cost constructions all over the world. In Mexico, the main competitors of Homex are Urbi, Geo and Ara. Many Brazilian companies that are studying or already adopt the model of fast constructions have been to Mexico to learn more about the system.Homex uses the constructive method of aluminum molds filled with concrete and it is the fastest builder: it puts up a whole house in only seven days.