Business
AI Accelerates Real Estate Lead Screening
João Henrique Firmino, marketing director at Vitacon, explains how automation qualifies contacts before the human close.
In real estate, speed in making first contact is decisive when buyers search for options outside business hours. João Henrique Firmino explains how AI conducts initial lead screening and delivers detailed behavioral profiles to brokers.
João Henrique Firmino, marketing director at Vitacon, spoke during a conversation with Bruno Gimenes on Marketing - The Podcast about the application of artificial intelligence at the top of the sales funnel and the necessity of human contact in the final negotiation stage. The podcast episode also addresses other topics regarding market strategy and company positioning.
In the video above, Firmino discusses data from a 2024 survey by Brain Inteligência Estratégica, cited during the conversation, indicating that AI in the industry can reduce the cost per qualified lead by up to 35% and boost the visit conversion rate by 18%. Concurrently, the same survey points out that 71% of property buyers in Brazil still prefer negotiating with people when closing the contract.
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Response Speed Outside Business Hours
According to Firmino, property search activity often occurs at times when sales teams are off the clock, such as 8 p.m., 9 p.m., or midnight. At that moment, the consumer opens multiple browser tabs and submits their information to several competing companies simultaneously.
For Firmino, the first response is decisive in retaining the user's interest: "The one who takes the lead with this client isn't always the one with the best product, but the one with the best service, the fastest service." Using virtual assistants guarantees immediate assistance, keeping the buyer engaged while initial interactions take place.
Data Screening and Handing off to Brokers
In Vitacon's operations, the AI model was structured to handle initial lead intake and perform preliminary screening without extending the automated conversation through to the close of sale. The system gathers purchasing preferences and organizes the interaction history before routing the contact to the sales team.
Describing this handoff, Firmino details what is delivered to the sales representative: "it already comes with information on the product the client wants to buy, this client's behavior, the best times to speak with them, and the sales executive already has a behavioral profile mapped out so they can respond much faster." Automation shortens initial response times, while personal service drives decision-making.
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