Thiago Muramatsu, CEO of SYN, talks about purpose, leadership, and the future of experience in real estate

In the 11th episode of the SiiLA podcast, the executive reflects on generational shifts in the real estate market, the importance of authenticity in management, and the role of experience as a key factor shaping the future of developments.

Thiago Muramatsu, CEO of SYN

By: SiiLA News

10/28/2025

In the new episode of the SiiLA PODCAST, hosted by Giancarlo Nicastro, CEO of SiiLA, the guest is Thiago Muramatsu, CEO of SYN — and the conversation goes far beyond real estate. With more than 20 years of experience, Muramatsu shares reflections on purpose, leadership, organizational culture, and what he believes will define the sector’s future: experience.

According to Muramatsu, the market is undergoing a transformation driven by a new generation of decision-makers. “When I started, the leading generation was that of providers — with a much more formal and hierarchical mindset. Today, there’s more dialogue, more flexibility, and a culture that values people as human beings, not as income-producing machines,” he said.

This shift in mentality, he added, directly impacts how people work, how corporate spaces are designed, and even how they live. “Everything has changed — and the pandemic only accelerated what was already underway,” he said.

See the list of episodes here

In the business arena, SYN’s CEO emphasized that financial discipline remains one of the biggest challenges in the real estate sector. “It’s a capital-intensive market. The most common mistake is excessive optimism — thinking everything will work out without maintaining cash discipline. Capital doesn’t forgive,” he warned.

Looking ahead, Muramatsu is clear: experience will be the central axis of real estate in the coming decades. “Younger generations value living much more than owning. And that trend will consolidate — because in 20 years, they’ll be the ones in charge.”

Internally, he says he strives to reflect this purpose within SYN itself. “Everything starts from the inside out. People need to feel they belong, be heard, and express themselves. That’s the foundation for delivering a great experience to our clients as well.”

🎧 Listen to the full interview:

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About the SiiLA PODCAST

Hosted by Giancarlo Nicastro, CEO of SiiLA, the SiiLA PODCAST welcomes top executives and decision-makers from the real estate industry to discuss the trends, strategies, and transformations shaping the Latin American market.

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ABOUT SiiLA

Founded in 2015, SiiLA is the industry leading REsource for comprehensive commercial real estate market insights, news and events across Latin America. The SiiLA suite of innovative products drive greater accuracy, efficiency, and strategic advantages for top players in the commercial real estate industry.