Business
The Decision Journey in Real Estate Marketing
Vitacon's João Henrique Firmino analyzes property buying cycles and the sector's impact on urban development.
João Henrique Firmino details the dynamics of the customer journey in real estate, marked by long decision cycles and rare lifetime purchases. Firmino explores the connection between architecture, branding, and urban transformation.
In a conversation with Bruno Gimenes on Marketing - The Podcast, João Henrique Firmino, Chief Marketing Officer at Vitacon, spoke about his early career and the unique dynamics of the customer journey in the real estate market.
In the video above, Firmino recalls his decision to combine two fields of interest early in his professional career, following his studies in Advertising and Marketing in Campinas and an internship with Apple's representative in Brazil. An invitation to work at a real estate-focused agency allowed him to bridge communication and architecture, another field he was passionate about.
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Decision cycles and the customer journey
Addressing the nature of real estate as a foundational industry, Firmino highlights that the low purchase frequency poses specific challenges for marketing planning. "We're talking about an average for Brazilians of buying one to one and a half properties in their entire lifetime," he points out. This process requires guiding the customer through various stages of maturity leading up to the final choice.
Firmino explains that purchasing a property involves extended planning: "And the purchase decision timeframe for this product ranges from two years, nine months, to three months—no one wakes up one day and says, 'Today I'm going to buy an apartment.'" For Firmino, this extended timeline creates opportunities for structured end-to-end strategies. "I truly believed in and saw great opportunity in working this journey as a whole, from the brand awareness and enchantment stage to product features and the final purchase decision," he states.
Urban impact and sector evolution
Beyond sales and brand-building strategies, Firmino points out the direct link between real estate developments and urban development. Operating in the São Paulo market, he emphasizes how new projects transform surrounding dynamics. "It's interesting to see how the arrival of a development boosts the neighborhood, reshapes the landscape, and revitalizes the area," he says.
Reflecting on his 16 to 17 years in the industry, Firmino observes consistent shifts in consumer behavior and priorities regarding housing. The evolution of marketing strategies closely mirrors this change in the attributes valued by residents and investors.
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