Many families are opting to renovate instead of buying new.

Faced with the shortage of new housing at affordable prices, more and more Portuguese people are choosing to renovate rather than buy a new home. This trend, which has been gaining ground in recent years, was strengthened by the appreciation of the real estate market, the requirements for energy efficiency, and changes in lifestyles — which were accentuated by the pandemic, explains Vasco Magalhães, the new General Director of MELOM and Querido Mudei a Casa Obras, in an interview with idealista/news.

"This movement is structural and places the renovation sector at the heart of the solutions for housing in Portugal. Therefore, I believe that the growth potential will remain high in the coming years," he adds.

Vasco Magalhães points out that urban rehabilitation plays an increasingly important role in this context, “representing a significant share of the licensed works in Portugal.” “We’re seeing entire neighborhoods being revitalized, especially in urban centers, and a clear appetite for interventions that improve comfort, efficiency, and property value,” he stresses.

But this growth also brings new challenges. The construction industry is currently under dual pressure: the difficulty in recruiting qualified labor — a problem reported by 80% of companies — and the continuous increase in material costs.

MELOM

“It’s an undeniable reality. In 2025, around 80% of construction companies continue to report difficulties in hiring qualified labor. (…) As for the increase in material costs, we have been working with suppliers who ensure price and deadline predictability, always with an eye on sustainability. At the same time, we are reviewing construction solutions that allow greater efficiency without compromising quality,” he further explains.

With over 25 years of experience in franchising, and a career built in the restaurant industry with brands like McDonald’s, Grupo Portugália, and Steak 'n Shake, Vasco Magalhães took on the role in May and brings with him a clear vision: to strengthen the quality of field operations, improve customer experience, and provide more support to franchisees.

In this interview with idealista/news, the executive analyzes the construction and renovation market in the country and reveals his plans for the future.

From the restaurant world to the construction and renovation sector: what motivated you to take on this challenge in such an apparently different area?

Although at first glance they may seem like different sectors, both share a central element: the customer experience. In the restaurant industry, I learned the importance of listening to the customer, understanding their needs, and exceeding expectations. These skills are also crucial in the construction sector, where the impact of the experience is even more pronounced, as we are dealing with people’s personal spaces — their homes. The opportunity to apply this customer-centric vision in a growing sector with such potential was a decisive factor in accepting this challenge.

What attracted you to this sector and the MELOM/QMACO brand?

MELOM and Querido Mudei a Casa Obras stand out in a traditionally fragmented sector, offering a clear value proposition: professionalism, trust, and a differentiated customer experience. What attracted me was precisely this combination of a solid structure with huge growth potential.

The construction and renovation sector in Portugal has shown signs of sustained growth. In 2024, 25.4 thousand buildings were licensed, representing an 8.2% increase compared to 2023. Additionally, 34,117 new housing units were licensed in new constructions, a 4.9% growth compared to the previous year. These numbers reflect a growing demand for homes adapted to new comfort and energy efficiency requirements. This momentum, combined with the brands' reputation and business model, made this project particularly appealing.

The construction and renovation sector in Portugal has shown signs of sustained growth.

MELOM

The construction and rehabilitation sector has its own specific characteristics. What challenges do you foresee in this transition phase?

One of the biggest challenges is managing expectations — both from the client and the network itself. Construction is a highly technical activity, dependent on multiple factors: permits, teams, materials, weather. At the same time, clients expect short deadlines, fixed prices, and smooth execution. I believe the great challenge — and also the great opportunity — lies in increasingly professionalizing the process: better planning, clear communication, and quality delivery. And this requires a well-aligned network, with continuous training and a focus on excellence.

What priorities have you set as General Director? Are there already changes underway or planned for the short term?

The priorities are well defined: strengthen the quality of field operations, improve the customer experience, and provide more support to our franchisees. We are already working on standardizing processes and defining work supervision standards. Internally, we are investing in tools that give us greater visibility over network performance, not only to correct flaws but also to highlight best practices. We want to grow — but with quality and consistency.

Urban rehabilitation has gained huge relevance in recent years. How do you view the growth potential of the residential renovation market in Portugal?

The residential renovation market has been steadily gaining traction. The appreciation of properties, energy efficiency demands, and the transformation of post-pandemic habits — with more time spent at home — have led many families to invest in improving their living space.

Urban rehabilitation plays an increasingly important role in this context, representing a significant share of licensed works in Portugal. We see entire neighborhoods being revitalized, especially in urban centers, and a clear appetite for interventions that improve comfort, efficiency, and property value.

Moreover, given the shortage of new housing at affordable prices, many families are opting to renovate rather than buy new. This movement is structural and places the renovation sector at the heart of the solutions for housing in Portugal. Therefore, I believe that the growth potential will remain high in the coming years.

Given the shortage of new housing at affordable prices, many families are opting to renovate rather than buy new.

MELOM

Is there room for growth? And how is the network positioned in this scenario?

Absolutely. The construction sector in Portugal is showing robust growth in 2025, with projected real increases between 3% and 5%, reaching an estimated Gross Production Value of 23.7 billion euros. This growth is driven by public investment — namely through the PRR and Portugal 2030 — and the increasing demand for housing and rehabilitation solutions. Our network is well-positioned to accompany this momentum, with a professional structure, a tested franchising model, and a customer-focused value proposition. We have the right tools and ambition to grow with quality.

The customer experience is changing — today there’s a demand for more speed, transparency, and professionalism. How do you intend to improve the experience of those hiring renovation services through the network?

Client expectations are indeed rising — and rightfully so. Today, it’s no longer enough to just do a good job; it’s essential to communicate well, meet deadlines, and maintain a fully transparent relationship with the client.

At MELOM and Querido Mudei a Casa Obras, we are focused on strengthening all customer touchpoints throughout the renovation process, from the first quote request to final delivery. This involves well-defined processes, closer contact, and continuous support.

We are also evolving in how we use digital tools to support this experience — whether in internal organization, team planning, or client communication. But more than technology for technology’s sake, we believe true improvement comes from a service culture. That’s why we are heavily investing in training our teams and creating operational standards that ensure a more consistent, professional, and predictable experience for our clients.

MELOM

The franchising network is a central pillar of the MELOM/QMACO model. What kind of relationship do you want to establish with partners, and what support model is being reinforced?

The strength of our network lies in the people who make it up. I want to establish a true partnership with our franchisees, based on trust, active listening, and a shared goal: delivering quality to the end client.

We are strengthening both technical and behavioral training, sharing more performance indicators, and creating partner-sharing forums. The goal is clear: every franchisee should feel that they have a structure behind them that helps them grow, stand out, and improve every day. This is a model of positive interdependence — it only works if everyone is aligned.

The shortage of qualified labor and rising material costs are a reality. How is the network addressing these operational challenges?

It’s an undeniable reality. In 2025, around 80% of construction companies continue to report difficulties in hiring qualified labor. Our approach has been twofold: on one hand, helping franchisees build more stable and motivated teams, focusing on retaining good professionals; on the other, developing partnerships with training institutions to attract new talent to the sector.

In 2025, around 80% of construction companies continue to report difficulties in hiring qualified labor.

As for the increase in material costs, we have been working with suppliers who ensure price and deadline predictability, always with a focus on sustainability. At the same time, we are reviewing construction solutions that allow for greater efficiency without compromising quality.

MELOM

In terms of renovation and rehabilitation, what are the current trends?

There are three major trends clearly emerging: sustainability, functionality, and personalization.

The first involves adopting energy-efficient solutions, recyclable materials, and better thermal and acoustic insulation. The second addresses the need to adapt spaces to new ways of living — homes that integrate remote work, wellness areas, and more functional kitchens. The third trend relates to attention to detail — clients are looking for solutions that reflect their identity, and that requires more listening and flexibility from professionals.

At MELOM and Querido Mudei a Casa Obras, we are attuned to these changes and committed to ensuring that our network is prepared to respond — not with passing fads, but with concrete solutions that add value for the client.