Living´s project Grand Parc Residencial Resort, in Vitória (ES)
Created late 2006, Living used to be the brand of Cyrela to serve the economic and super economic market segments by means of partnerships. In 2009, Living Construtora started to act like an independent arm of Grupo Cyrela. The change brought better dynamics to the process of development and construction of popular projects.
Living has always worked through joint ventures and in 2010 launched 11 organic projects (of its own) in São Paulo and Rio de Janeiro. There was also the intensification of the country-wide work, with a unique identify of Living all over Brazil, respecting the local culture and working together with existing business units (RJ, South, Southeast, Middle-West, North, and Northeast). Currently, each regional division counts on people exclusively dedicated to Living. Since the strategy is unique, projects are carried out through punctual partners and also through 100% Living, respecting the agreements established in each region.
Overall, 15,340 units were launched, amounting to R$ 2.2 billion in 2010, an amount 23.5% higher than 2009, which corresponds to 29.3% of the PSV launched by Cyrela in the period. Sales reached R$ 1.8 billion, or a 4.5% increase over the previous year, representing 29.2% of sales in the period. Even with this growth, the volume was below projections, especially because of the delayed approval of projects in city halls and because of the expected increase of the maximum financed amount of program “Minha Casa, Minha Vida”. Projections point out that in 2012 Living should stand for 45-50% of Cyrela in terms of sales and launches.
Living had submitted 40,620 units to program “Minha Casa, Minha Vida” up to late 2010. From this total, 22,360 are contracted for financing by Caixa Econômica Federal (CEF). From contracted units, 11,583 were delivered. This volume should increase along the next months, according to the planning of transfer for clients, after six months of launching of projects.
The Company has 110 projects in its landbank, amounting to R$ 10.9 billion in PSV, of which R$ 9.2 billion (84.2%) correspond to its exclusive share. Overall, those are 4.9 million m2, with potential to build 85,752 units, being 39.7% (34,055 units) eligible for the program “Minha Casa, Minha Vida”, considering the new maximum price of R$ 170 thousand.
2010 was also a period marked by two important management certificates obtained by Living: ISO 9001:2008 and PBQP-H Level A. These certifications show the actual commitment of the Company towards customer satisfaction and continuous improvement of services provided.
Given by certification organ BRTÜV, accredited by INMETRO, the audit confirmed that the productive processes in Living are reliable and in accordance with the required quality standard. In addition to ISO 9001:2008, which corresponds to the latest version of the standard, the Company was also approved by the Brazilian Program of Quality and Productivity of the Habitat (PBQP-H), which translates the ISO standard to the Brazilian civil construction market. The work had the duration of four days and counted on the involvement of the whole Living team for detailing the internal procedures and management practices.
When closing the year, Living also received the renowned Prêmio Master Imobiliário, an award given by SECOVI (Housing Union) in a partnership with the International Federation of Real Estate Occupations (FIABCI) in its 16th edition.
Campaign “Menos é Mais” (“Less is More”) aims to internalize the concepts guiding the works of Living Construtora and promoting a change of behavior. Aimed at employees, several actions were carried out, such as the insertion of a special page on the intranet about the campaign, placement of stickers in common areas for supporting the theme, and skits and lectures focused on Attitude. This is intended to prompt the “low cost” practice with discipline, agility and quality, without letting go of thinking big, making customer’s dream come true, accomplishing important projects, and being a successful company.