Business
Post-Purchase in the Real Estate Sales Funnel
Vitacon's João Henrique Firmino details touchpoint management and NPS retention across a 30-month construction cycle.
In a conversation with Bruno Gimenes on Marketing - The Podcast, João Henrique Firmino explains real estate sales funnel dynamics and post-purchase challenges during long sales cycles. Firmino analyzes customer hyper-segmentation and NPS retention throughout property construction.
João Henrique Firmino, Chief Marketing Officer at Vitacon, analyzed how the real estate sector operates its sales funnel and sustains customer relationships across multi-year journeys during a conversation with Bruno Gimenes on Marketing - The Podcast. The full episode also explores media strategy, data intelligence, and real estate market trends.
In the video above, Firmino and Bruno debate customer retention and service dynamics in high-ticket sales, contrasting fast-moving consumer goods logic with the real estate and luxury sectors.
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The dynamics of the funnel in long decision cycles
Unlike fast-moving consumer goods categories, where shelf placement and top-of-mind brand recall accelerate conversions, the real estate journey requires continuous nurturing across several consideration stages.
"In our market, someone thinks, 'Hmm, maybe I could buy a property today. Hmm, maybe in this neighborhood, maybe I want something bigger. Let me do some research. Oh, I submitted a lead today. Oh, but I'm not ready to buy yet,'" explains Firmino regarding the lengthy consumer decision-making process.
Firmino emphasizes that the funnel spans discovery, education, decision, acquisition, and post-sale phases. Because Vitacon manages an investment-focused portfolio, post-purchase follow-up becomes decisive for driving repeat purchases and ongoing customer loyalty.
Sustaining NPS across 30 months of construction
One of the real estate sector's main challenges emerges after closing the deal. For pre-construction properties, buyers typically wait 30 months to receive their keys—a period where the relationship risks being reduced to bureaucratic paperwork and payment notices.
"Then I spend 30 months just sending you payment slips. Sometimes you forget a bill, sometimes you want to call, talk to someone in billing to get a new invoice, or ask to lower interest fees," Firmino explains regarding the friction that can wear down NPS if relationship management is not proactive.
For Firmino, operational issues occur in any business, but brand perception is ultimately shaped by post-purchase support: "Everyone has problems, Bruno, and every company will have them. What sets one company apart from another is how you solve the problem, not how it was created."
Hyper-segmentation and high-value relationship marketing
To make the waiting period productive, Firmino advocates for hyper-segmenting the client base into specific clusters, such as investors, primary residents, or buyers who prefer exclusively digital versus in-person service. This mapping makes it possible to offer exclusive perk clubs, local neighborhood updates, and personalized support.
Drawing a parallel with brands like Itaú and Ferrari, Firmino reinforces that perceived value and exclusivity depend on consistent service across every interaction.
"Branding is built across all the touchpoint stages a person has with your brand. In our case, there are more than 100 touchpoints along the journey from the moment they buy until they receive their property," concludes Firmino.
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