Business
How Vitacon Combined Micro-Living and Financial Markets
João Henrique Firmino explains the company's repositioning to serve both real estate investors and studio residents.
In a conversation on Marketing - The Podcast, João Henrique Firmino explains how Vitacon bridged real estate development with the financial market. The fincorporadora model balances profitability for investors with a lifestyle-driven experience for studio apartment tenants.
João Henrique Firmino, marketing director at Vitacon, explained in a conversation with Bruno Gimenes on Marketing - The Podcast how the company developed the concept of a "fincorporadora" and repositioned its strategy to serve two core audiences: real estate investors and end residents.
In the video above, Firmino details the evolution of the company's business model over 17 years operating in São Paulo. According to Firmino, the brand's focus has always gone beyond traditional construction: "everything we sell is everything, including bricks, but bricks are perhaps the least important thing for the people who buy from us."
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The bet on compact apartments and lifestyle
The creation of compact studios began 15 years ago, driven by shifts in consumer behavior and urban mobility. Firmino recounted that the company identified, in a study conducted at the time, that a large portion of traditional residential space went unused: "you only use about 40% of your apartment, while the other 60% you spend almost the whole week without using."
Based on that insight and founder Alexandre Fenkell's proposal to optimize urban commute times, the product was designed with lean floor plans and integrated building amenities. "We notice that today our consumer public, the end consumer, also cares about construction quality, also cares about having a smart floor plan, but they care much more about lifestyle," Firmino stated, pointing to demand for conveniences like a ground-floor minimarket, gym, coworking spaces, and walkable amenities.
The transition to the fincorporadora model
Although the product was designed for the end consumer, the younger generation's preference for renting and residential flexibility attracted buyers looking for passive income. Investors came to dominate the company's portfolio, creating a mismatch between public messaging centered on lifestyle and sales conversations driven by financial returns and asset diversification.
To align both sides, the brand partnered with Future Brand on a repositioning project. The resulting positioning connected real estate development with the financial market. "We buy land, develop projects, and execute projects heavily based on investment potential, profitability, and leverage, and everything else; but we also don't forget our end user, who is the resident," Firmino emphasized, explaining that high property desirability for tenants is what guarantees liquidity and returns for investors.
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