Business
How Communication Drives Vitacon's Real Estate Marketing
João Henrique Firmino examines communication strategy, product delivery cycles, and marketing structure.
Speaking with Bruno Gimenes on Marketing - The Podcast, João Henrique Firmino reflected on the core concepts of communication and real estate marketing challenges. Firmino explained how the marketing team actively participates in product development for developments slated for delivery three to four years out.
João Henrique Firmino, Chief Marketing Officer at Vitacon, discussed the definition of communication and how marketing teams are structured in the real estate sector during an interview with Bruno Gimenes on Marketing - The Podcast. The conversation is part of an episode exploring the intersection of branding, data intelligence, and business strategy within property development.
PUBLICIDADE (GAM) — 1250x250
The Concept of Communication and Message Alignment
When asked to define communication in both personal and professional contexts, Firmino framed the process as the cornerstone of human relationships and the sharing of ideas. "It is the way you relate to others, the way you live, speak, and spread ideas and messages," he stated. He also highlighted the persistent challenge of interpretation between speaker and listener: "The way I say something is not always the way you understand it."
In the video above, Firmino and Bruno discuss how strategic communication builds bridges between brands and consumers, ensuring consistency across every touchpoint of the customer journey.
Marketing Structure and the Real Estate Development Cycle
At Vitacon, marketing holds a central position in the corporate hierarchy. Firmino emphasized that the department is the company's second largest, surpassed only by the commercial sales team. The department's scope extends well beyond traditional advertising to include product design: "Beyond communication, product development also falls under the marketing umbrella," he explained.
Firmino noted that modern measurement practices can be successfully applied to historically conventional industries. "You can absolutely achieve refinement in advertising, marketing, and data analytics within an industry as traditional and slow-moving as real estate," he affirmed.
Planning must account for the multi-year lag between commercial launch and unit handover. "Today we are marketing something we will deliver in three or four years. That means we constantly need to anticipate what lies ahead," Firmino concluded, pointing to the necessity of mapping long-term consumer behavior trends.
PUBLICIDADE (GAM) — 1250x250
