Moodboard in marketing projects: What is it, what is it for and how to do it

The moodboard can greatly facilitate the creation of pieces for social networks, websites and various Digital Marketing actions

What is moodboard?

In a practical way, we can say that the moodboard is a collection of visual, auditory, textual and even sensory references to be used as a way to give visibility to an idea or thought. It is a frame that can be done either in Photoshop or Canva, joining these references digitally, or physically, with collages, photos, smells and other elements you want to use.

There’s no rule here: you can generate an image file or a PDF with links and sounds, or as it happens, you can print all these ideas and references and paste them on a board on the wall. In this sense, it is a practice that is somewhat reminiscent of Kanban .

Even years ago, when magazines were much more common and graphics programs rarer, moodboards were often a mass of magazine clippings pasted to a wall card, with pictures from fashion magazines (to show what the persona wears ), cars, food dishes and tourist destinations (to show your preferences) and things like that.

But bringing it to the reality of marketing and advertising agencies, we can say that the moodboard is what gives life to the briefing. You’ve already done an incredible briefing for your team, with well-developed content and strategies, but when it comes to putting creation and visual identity off the paper, did the result end up not being what you imagined? If this has already happened, it’s because you didn’t create a moodboard to track the project.

Why create moodboards? What can we get out of this?

Well, before answering this question, Tajarat Properties want you to imagine yourself drinking a KS Coke, the one from a 250ml glass bottle, very cold. Did you imagine? Probably along with this image you also thought of a Coca-Cola commercial with all the vibe it brings: smiles, hot days, and friends, fun, and so on.

Notice how the mood of the Coca-Cola brand is well defined. It is imprinted on the audience’s mind and provokes sensations that are recognized in your advertising. The power of a moodboard is like this: it creates an atmosphere that makes the audience realize what that product, action or project is about. And it is precisely because of this clarity and understanding that you should use it in your marketing projects.

A good moodboard, in addition to bringing the briefing to life, guarantees that the project’s result will come out as expected. It creates a very clear visual alignment between client and agency. No wonder that in visual identity projects, professionals usually create a moodboard and share it with the client before creating a first version of the logo.

The moodboard is a really cool way to involve your client in the creative process, which makes them gain more confidence in your work. Plus, it can greatly decrease your refactoring risk, saving you time and money.

How to make a moodboard for my project?

The good news is that making a moodboard is very simple. Briefly you need to worry about the following points:

Let’s start from the idea that, when creating a website for a client or a campaign for your company, the briefing and the meeting of ideas already exist. This way, making the moodboard is much easier.

When you have an idea of ​​a campaign, for example, you will search for paths, previous campaigns and competitors or similar, and put the most relevant images on the moodboard. This is the best way to try to express to anyone reading what is in the briefing.

In summary, as I point out a little above, making a moodboard consists of putting in the photos, animations, fonts, colors, graphics, patterns, examples of destinations he would frequent, types of art, clothes or food that the persona likes.

Alignment of ideas and briefings

Everything, absolutely everything in marketing projects starts with a good briefing. Therefore, the first step is to collect as much information as possible from the client or others involved in the project. This information will be your guide to seek inspirations that are aligned with the feelings and experiences of the project.

Let’s assume here that you already have this part mastered, so let’s go to the steps that are more related to the moodboard itself:

Design and communication

To start with, you need to define which line of design and communication you want to follow. How does your brand want to talk to the public? Serious or relaxed? Do you want to show something professional/traditional or more innovative? Do you want to bring a more minimalist air or full of information? Urban features or something natural? Warm or cool colors?

There are numerous ways to express your visual identity that you may want to follow when creating your website, marketing campaign or product. Therefore, be aware of trends and what each symbol means to the consumer. And as soon as you find the line to follow, start looking for references of that type.

Important:  you don’t need to be tied to references from your market. For example, if you’re going to create a website for a client who has a beachwear store, you don’t only need to look for elements that refer to the coast to build your moodboard. You can take pictures of food this persona likes, types of hotels she would stay in, programs she likes to do on weekends, sports she likes to play, etc. Think of all the atmosphere you want to create and tell a story.

Color palette and typography

The colors are a very important point when it comes to branding. Therefore, use technological resources to build color palettes for your moodboard. Look for the meaning of each of them and how they behave within the visual arts. After all, a well-made choice of colors can be an eye-catcher for the consumer.

The typography of a project also says a lot about it. Fonts give us different sensations, so the type of font that will be used must match the mood of the project. So, be sure to research as much as you can from different sources, get away from the basics and risk new ways to convey a written message.

Going beyond the image

The moodboard can go beyond images. You can bring textures, videos, sounds and even smells to your frame of reference. Textures for example have a very important part that can bring comfort or desire.

In fashion design, automotive design and even architecture, a first moodboard is often made on the computer, with image clippings. Then it is printed and fabrics, textures, wood veneer samples or other types of finishing are glued onto it. As stated, often the sensation of touch or texture of that fabric can make people more easily perceive what they want to be transmitted. Likewise with videos and sounds.

After all, these features are directly linked to the psychological part of the consumer, affecting areas of the mind that can arouse feelings about the visual identity of the project, so explore them if you fear.

Searches and references 

After all this aligned idea, it is necessary to research, seek information and inspiration. This search goes beyond Google or image bank. So go after sites that convey the same idea you want to get across. Also look for profiles on social networks that use a desired visual identity that you want, and here’s a trick. It doesn’t have to be your industry, it just needs to look like what you want.

And don’t stop there, go further in research. The digital environment is a multitude of ideas, thoughts and people putting all their creativity on display.

Digital tools to create your moodboard

If you choose to make your moodboard digitally, there are three tools that will be your best friends:


The Canva is a very famous image editing program, and you probably already know. It’s a super intuitive and easy-to-use tool, in which you can simply separate your inspirations and group them in a panel. You can save in different formats and also share the board with your team, so people can make comments and suggestions.


The Pinterest is the classic references. You have an enormous facility to browse the platform and save your inspirations directly in the folder called “moodboard”. The site also offers recommendations based on what you’ve saved.


If you are the type who loves drag and drop, this tool will please you. The InVision is a collaborative and also very simple to use platform.

Did you like the moodboard as an extra tool for the visual creation of your projects? If you want to know more about the visual identity of a brand or project, follow our blog!


How to Use Social Payment to Improve Your Digital Marketing Results

Social payment consists of requiring a publication on social networks so that a user has access to a certain offer, such as an eBook, webinar or consultancy

Have you ever heard of social payment?

Despite what the name suggests, this strategy has nothing to do with financial reward for the purchase of a product or service. In fact, these are posts made on social networks by users in exchange for an offer. And the technique can help boost your Digital Marketing results.

Want to know what social payment is and how to use the tactic in your social media campaigns? Read this article by SkyMarketing .

What is social payment?

Social payout is a technique used to ensure that a company’s offering has a much wider reach via social media.

In this context, an offer is understood to be something free (financially), but that has good value for the public. The most common format of offers in these cases are eBooks or educational webinars, but they can also be free assessments or consultancy offers, a raffle, among others.

So, to download the material, receive the evaluation or participate in the draw, the user needs to “pay” with a tweet or a post on Facebook.

Why use social payment?

When the first cases of social payment emerged, many social media “gurus” condemned the practice. The main argument was that it wasn’t “right” to force people to share on their networks, and that if the materials were really good, people would nominate them naturally.

Without getting into philosophical discussions, the fact is that social pay works. Following our examples and several clients, we see that rich content offered in exchange for a tweet or post on Facebook has an average of more than 10 times the number of shares than open content.

The important thing is that it is a fair exchange. People are willing to pay with a share on social media if the content is deep and of great quality.

When to use and when not to use social payment?

We have always been big proponents of Lead Generation, and the most efficient way to do this is to ask the user (potential customer) to fill out a form with their information in exchange for educational material.

However, we understand that it would be too much to ask the user to fill out a form and make a social payment at the same time. That’s why we recommend choosing one or the other option for each moment.

The ideal is, for each material, always create two Landing Pages: one in the normal format with a form, and the other in the “social payment” format. Then, in each channel, you must choose which page is the best to be promoted.

As a rule of thumb, it’s best to promote the social payment page to channels where you already have contact information for Leads (such as the email base), and where people already know and trust the company, so don’t be afraid to pay with a share even without seeing the material first.

For channels where most visitors will be in contact with the company for the first time, it is better to ask for a form to be filled out. Thus, the barrier for downloading is much lower and, mainly, you can collect contact information and generate business opportunities for the company.

How does mechanics work?

There are some systems that make it possible to implement the technical part of this mechanic, but generally the way for the user works like this:

  1. The user sees the Landing Page with the description of the material and clicks the button to pay with a tweet or post on Facebook.
  2. The user goes to a second screen where the message and link that will be posted on the social network is shown. In some tools it is possible to edit the text.
  3. The system asks the user to authenticate the app with their Twitter or Facebook account.
  4. The system publishes the post on behalf of the user, which is sent to the page with the offered content.

Where to point this link?

One detail that seems silly but makes a lot of difference is which Landing Page the link mentioned above points to.

If configured for Landing Page with social pay, new users will also see the Landing Page with social pay. In this case, the viral loop is bigger, but new users don’t become Leads when downloading the material.

If the link is pointed to the Landing Page with the form, new users become Leads when downloading the material. The viral loop shrinks in size, but it’s still big.

Therefore, we recommend the first case only when the objective is to maximize the reach of a material, even at the expense of losing the opportunity to generate (many) Leads.

Technical details to be considered

As I mentioned above, there are some tools and even “home-made” ways to implement social payment. To choose one of them, it is important to pay attention to some technical details that greatly affect the results.

Charge the tweet in fact

In the hall of homemade solutions above or even some WordPress plugins that propose this, there is an implementation of “pay with tweet” that is simple, but not very efficient.

With it, when clicking the button, the user only sees a pop-up with a Twitter window already filled with the message and the link. As the user is not required to tweet (and also has complete freedom to edit the message and the link itself), in practice many of them end up not tweeting to get the content, that is, the number of shares drops a lot.

Do not take the user to an unknown place

Other tools have a slightly different problem. By clicking on the button, the user is sent to a completely different environment from the site he was on, both to edit the message and to authenticate. Many times there is still the aggravating factor that this part is in another language.

This often brings a feeling of distrust that inhibits conversion and diminishes the effectiveness of the campaign.

Mark Lead Conversion

As these systems are usually isolated from the CRM or Marketing Automation tool that the company already uses, the new conversions that a (known) Lead performs end up not being computed and entered in its history.

These conversions with social payment are also important information for the commercial area to have available before approaching a potential customer.


When creating two versions of the Landing Page, as mentioned above, it’s important to tell Google that only one of them should “fight” for a position in the search results.

Therefore, the rel=canonical HMTL tag must be used in the other Landing Page accordingly.

Did you like these tips on how to use social payment? Have you tested this tactic in your company?

If you are looking for a tool to facilitate the creation of your Landing Pages, get to know RD Station Marketing, a software that allows you to create conversion pages in a simple way. Fill out the form below and start your free 10-day trial now.


Selling Ice Cream in winter: 9 Ways to Work Inbound Marketing for Seasonal Markets

Will it be possible to design strategies that allow you to be close to your Leads throughout the year in seasonal markets? Yea! See 9 ways to do this

Before starting, a question: do you know what a seasonal market is?

To understand what seasonality is in a graphic and almost wordless way, analyze the image below:

inbound marketing for seasonal markets

Seasonal markets are those that are highly influenced by events, commemorative dates, times of the year or other factors that increase or decrease the demand for a particular product or service. Ask an ice cream shop owner if he likes winter as much as summer.

Gyms, travel agencies, chocolate production, ice cream, school transport vans and other business models are periodically impacted by something in their numbers and results.

Inbound Marketing is characterized by attracting people to build a relationship. If you want to refresh your memory or learn a little more, visit our Inbound Marketing page: everything you need to know.

And is it possible to design strategies that allow you to be close to your Leads throughout the year? Not only is it, but Skymarketing will show you 9 strategies to accomplish this.

Preparation: what I need to have on hand before starting

To have the best result of seasonality in your favor, first understand two important factors to build your strategy:

  1. Periods of increased visits to your website: if your website has been around for longer, it will be clearer to have a more accurate idea of ​​how your visitors behave during the course of the year. Metrics can be looked at within Google Analytics to understand how you record your spikes.
  2. Understand 110% of your persona: if you’re still not clear on who your persona is, our Persona Generator will help you with the task. Without this well-defined, your actions will not hit the Lead at the exact moment to have a personalized and accurate communication.

Understand the persona’s main habits not only when she is consuming or thinking about consuming your product or service, but mainly how she behaves and what her interests are when she is not thinking about you — that is, when it is not time to consume ice cream , what will my customer consume?

Is ice cream eaten alone or with friends? Do you have special reasons to consume or is it a habit for most of them? What are the direct and indirect substitutes for ice cream?

After this previous analysis step, let’s go ahead to know some actions that can be taken.

Time for action: what can I do?

1. Increase Leads base while at peak

Nothing better than taking advantage of your biggest search moment to increase your Leads base. It is not simply to increase their numbers, but to ensure the health and future of your Inbound Marketing strategies.

We know that it is very common for the Leads base to change a lot in a given period due to several factors: change of interest (no longer interested in that subject requesting unsubscribe), invalid emails (for example, corporate emails) or emotional unsubscribe (receive, do not ask unsubscribe, but also do not interact), among other reasons.

So, use and abuse Leads capture points, for example:

  • Create Landing Pages with specific materials for each offer, both on the blog and on your website;
  • Use exit pop ups , which are great ways to know which topics your Leads are most interested in per specific page — for example, who accessed the products or services area has a different interest than who accessed the company description page;
  • Invite the Lead to subscribe to your email newsletter or blog articles.

2. Request feedback from your customers about your products and services

When leaving a concert with your favorite band or enjoying a wonderful dish in the restaurant you love, you keep talking about it for a while, right? We all do this after going through some experience that was remarkable to us.

So, take advantage of this moment of high energy and excitement from your Lead to request an analysis about your service or product. It will certainly be much richer in detail, truer and more authentic, ensuring continuity in times of low demand.

Use these testimonials to communicate with your Lead via Email Marketing, making them have a very fond and positive memory of you.

On the blog, encourage people with a testimonials section on your site where, for example, everyone who produces a review about you will be entered into a sweepstakes.

Encourage Lead to post reviews in different formats to activate all your media and channels like YouTube, Facebook, Twitter and Instagram.

3. Have a social media strategy active throughout the year

We are the third most connected country in the world: we spend more than 5 hours a day surfing the internet.

You may not have the Lead ready or at the time of purchase, but you may have it near you throughout the year. Like? Investing in content for your persona.

I sell refrigeration products but I know I can be present throughout the year

Cold socks can be excellent options to show off a different style, not just in winter

4. Communication via Email Marketing at strategic moments

The idea here is for you to be present at moments that may be of interest to your audience. For example, commemorative dates like Mother’s Day, Father’s Day, Children’s Day and others can be excellent tools to promote your brand.

There is the possibility of following commemorative dates in addition to the conventional ones mentioned above on the RD Station, which can help to strengthen the relationship with your Leads in a very positive way.

5. Innovate in the way you use your product/service

Is it hard to sell ice cream during the winter? Innovate in the way people can consume dessert. Create, for example, a content with some recipes that can be made with ice cream even in winter.

How about knowing what people who live in a cold country like Switzerland do during the hottest times of the year? With targeted content of this type, a tour company can even offer exclusive discounts to visit these destinations that have historically had a low turnover in the hottest times of the year.

6. Specialize in something niche during the off-season

Do you know a person who, for example, has lactose intolerance and who, because of that, needs to restrict their diet? Have you ever talked to her about how difficult it is to look for food options to meet your needs?

As one of those people with food restrictions, I guarantee that all the content that is presented to me on the topic generates conversions and sales in many cases. Therefore, invest in very specific options and work with the sub-segments of your segment.

Another example: sustainable fashion is something that grows more and more with the manufacture of products that respect environmental laws and bring less impact on society. Be a reference with the production of content in this area.

7. Make communications and promotions out of the traditional context

Let’s assume you sell stylized socks. Do you know those days that are too hot? Great: make a joke with your audience that is probably thinking: “Wow, I miss winter!”. At this time, offer a discount on the purchase of two pairs, for example on your social media and Email Marketing.

The idea is to break Lead’s expectations with communication designed to generate business opportunities or interactions that enable a differentiated experience.

8. Focus on people in the community and regions close to your business

During peak periods, shops in Florianópolis and many other tourist squares in the summer are taken over by visitors who in many cases guarantee year-round sales. However, for the rest of the year, they suffer from the lack of demand, which forces them to reduce the offer of their product or service.

One opportunity in this scenario is to leverage paid media campaigns on Facebook and Google AdWords that target people who live close to your business.

Check out the Paid Media Guide to Inbound Marketing and understand — in theory and in practice — how to attract more customers through paid channels.

Download material

Your customer acquisition cost can greatly decrease at these times with actions of this type, in addition to ensuring an increasingly predictable and less intense frequency over time.

9. Create long journeys of nutrition for your Lead contemplating the entire low demand path

If your product or service is something that requires longer nutrition because it is something too complex to be explained quickly, the suggestion is to create nutrition journeys in which the Lead is nurtured during the low demand period.

As a practical example, let’s imagine a university with enrollments only once a year. Your period of high demand is usually the 2 or 3 months before classes start.

During the remaining nine months, it is necessary to nurture the Lead with content. In the months after the start of classes, the Leads can be offered a vocational test to help them make an important choice. Then, provide a statement with all the career possibilities that a given course provides.

Another action is to show how the course syllabus is. It can be made available on a Landing Page like the example below from Udacity .

And finally, with the selection process approaching, offering a preparation guide for upcoming exams is an excellent way to capture new Leads or assist potential candidates.


Seasonality is crucial for many businesses. However, the choice of not being present in the life of your Leads is optional for the business manager.

As shown in this article, there are clear opportunities to be relevant to your Lead in times of both low and high demand. Most actions require a deep understanding of your personas and what they have of interest in your industry, even if out of pure curiosity.

The ideal is to be present in your persona’s life at all times. Some will be more intense, with more constant communications, but this is very costly, as it requires very large investments and efforts allocated at once.

With a strategy planned throughout the year for your Leads you will have a relationship much longer than last summer’s love that didn’t climb the hill.


How Inbound Marketing Can Generate More Sales for the Textile Industry

Your business can have new sales channels with simple Digital Marketing actions, even if you don’t have e-commerce

I imagine you’ve already heard about Inbound Marketing and, for sure, you’ve seen other brands applying the methodology. Of course, you have also exchanged your email to have access to an exclusive video or even an eBook.

However, your textile company today does not have an e-commerce or a direct sales channel with customers, so the methodology does not apply, right? Wrong!

There are, yes, several ways to work with Inbound Marketing to improve the sales results of your textile company. Follow with us to learn how to start bringing your business to the world of Digital Marketing.

Why Inbound Marketing for the Textile Industry

Many textile companies in Brazil work with the exclusive sales model through representatives. These, in general, are still outsourced. Therefore, they resell products from different brands.

In the international fashion market, the trend of brands – from large luxury boutiques to small companies – is to increasingly seek to approach the end consumer.

This trend becomes even clearer when we look at the number of owned stores opening compared to multiband stores. But is it worth a move in this direction, which requires so much investment? These brands believe so! And do you know why? Data! In other words, strengthen the relationship with your clientele and learn more about them.

Whether the end consumer (B2C) or the retailers (B2B), this close relationship brings a lot of valuable information to your textile industry:

  • What is working;
  • Which products sell the most;
  • What is the consumer’s perception of your brand;
  • Control points of contact with your brand (you know that store you pass by and recognize only by its perfume?).

After all, let’s be honest: are you convinced today that your representative is conveying the image you would like for your brand? Are you happy that he is the only point of contact between the consumer and your company?

Where to start?

If the reality of having your own stores, or even an e-commerce, is still a distant future for you, no problem! There are ways to approach these customers and bring a lot of valuable information directly to your company.

One of these ways is using the Inbound Marketing methodology. Like the idea but don’t know where to start? We have prepared a step-by-step guide to help you structure this beginning.

inbound marketing for the textile industry

1st step: How is your company’s website?

The website is your company on the internet, where you have control of everything – which doesn’t happen on social networks, for example. The question is: how is your virtual company doing for those visiting it today?

  • A consumer who finds your website, after liking a blouse of your brand that she saw her friend wearing, will she be able to easily find stores that sell her product?
  • Do retailers interested in reselling their products find complete information and an easy channel to answer questions?

In addition to having complete, clear and easily accessible information, aesthetics in the fashion market are fundamental – and this logic extends to your website. Is it a representation of the image your brand wants to convey? Are you up to date with photos from the current collection? Do you have the latest catalog available?

Anyone who enters your site needs to feel involved by your brand, as if they were actually visiting your flagship – the brands’ famous concept stores.

2nd step: Does your website have lead capture strategies?

It’s no use having a beautiful site if people are going to access, look, find the information they are looking for and leave without leaving us any information about it.

Why is it important? Because it may never come back, even end up forgetting about your brand and, thus, a/a potential customer who has already arrived on your website – which is a big step – ends up just doing that.

But what can you do to avoid this loss? Provide interesting content – ​​which we call rich materials – through Landing Pages, the capture pages like agro farm houses. Thus, you will offer your visitor valuable information in exchange for data. This way, this mere visitor will become a Lead for your company, and you will already have known a little more about him.

“But what kind of material could I make available? I can’t create eBooks!” Don’t worry, you’ll be amazed at how much content your company naturally produces with each new collection.

An example: you can provide a “Guide to the trends for the spring/summer 2021 collection”. Your company has already done this research when planning the collection, correct? Just make a summary of these trends, in a more accessible to the public, and make it available. This material, in fact, is quite interesting because it can be relevant both for your end customer and for retailers.

Perfect, I made the material available and generated my first Leads, but how will I differentiate them later? Just be especially careful with the questions you ask on the Landing Page. In addition to the classic name and email, one of them can be the simple one: “you are: end customer or shopkeeper”.

Thus, with a single material, you will have already captured Leads from both audiences and will already have the same segmented for future work.

3rd step: Relationship with your personas

The visitor arrived at your website, saw your material, registered to receive and became a Lead. And now? Now is the stage that you need to relate to them, according to the interests of each persona.

For example, with retailers, your textile industry can work content on how they can sell more or even the most successful items of the season that they need to have in their stores (and, of course, use the clothes from their own collection as an example).

Keep in mind that, for many retailers, getting up-to-date, quality information about the fashion market is very complicated. After all, what’s the point of knowing about trends only when they’re already out in the last Vogue? He needs to have the trends already in store when the magazine arrives!

You can be the bridge between shopkeepers and this knowledge, becoming an authority on the subject. Which retailer will stop selling the clothes of a brand that cares about them and delivers value not only in their products, but also with relevant content?

And the end customers? How do I work with them if I don’t have e-commerce? This is not a hindrance! Your role here is to make it easy for customers to access your products and generate desire.

How about sending an email with the online stores that are reselling your products, or even the available physical stores that have their latest collection in the customer’s region? You can also send styling tips and videos on how to use different pieces. Thus, the desire for the products shown ends up becoming inevitable.

With this open relationship, you can also ask the person who actually uses your product what they like the most, what they think could be better, suggestions and more. You will be amazed at how much you can learn by opening this communication path with your customers.

BONUS: How about your textile industry selling online?

When strengthening contact with your customers, one thing is certain: many will show up wanting to buy directly from you. The question is, how can you start structuring your business to sell directly online?

An important point here is: you don’t need to invest in an e-commerce right away. It is indeed a large investment, which will even require adjustments to your company’s routine and probably new employees to meet the demand.

You can follow the path that big brands did years ago and test to see if the format works for your business. One suggestion is: how about starting reactively answering those who contact you to buy?

No need to start with e-commerce

You can start by serving, on a trial basis, people who will come to your site or social networks asking to buy your products. This is unavoidable and I imagine that it already happens with your textile industry.

You can do this sales process by WhatsApp yourself. Make the catalog available for the customer to choose their parts, as well as the size and value table, and you can close the deal through online payment tools.

Testing is essential for you to understand the challenges and benefits that this form of selling would bring to the company. Is it working and making sense for your business? Start advertising organically on social networks and on your website.

So you can scale this project until the moment of having your own e-commerce. Felt it didn’t work for your business? No problem, companies are not all the same and what works for one may not work for another.

Just remember to always serve your customers in the best way and refer them to other e-commerce or physical stores that sell your products.

Switch to sell more

When we talk about shopkeepers, many love the representative’s visit and value this moment. But today we have another reality, of store owners/buyers with limited time, who already know and trust your brand and, therefore, would like to shop more dynamically.

How about testing the format with a retailer who has a long-term relationship with the company? Get in touch with him, understand if it makes sense for him too, and get tested.

In today’s competitive fashion market, it is essential for a textile industry to offer options to our customers. Thus, the retailer does not need to wait for the representative to visit to make their purchases, for example.

So, are you curious to test the Inbound Marketing strategy in your business? The fashion market is indeed very competitive, but it also has many opportunities! How about exploring Digital Marketing and building a differential for your textile industry?


Buying Apartment on the Plan: The Complete Guide

Buying an apartment in Blue World City on the floor plan is a big step in anyone’s life, and that’s why it’s so important to understand the entire process that will go through.

It is always good to remember that the term launch covers properties that are still on the plant, in the construction process, in the final phase or about to be inaugurated.

We have created a complete guide to help you understand more of the steps involved in the purchase process. Good reading!

young couple looking for real estate in the notebook

Advantages of buying apartment on the plant

Learn about the main advantages for those who purchase a property in the plant.

Easy payment terms

The buyer of a property on the plan has more time to plan the payment of installments. Buying an apartment on the floor plan makes it possible to negotiate the payment flow, and is even more advantageous for those who have a good amount to offer as a down payment or are able to advance payments during the construction of the project.

Using our purchase calculator you can simulate your purchase potential based on the monthly income or maximum amount of installment you want to pay.

Unit choice power 

When in the launching phase of a project, you have the possibility to choose among the available units, opting for a higher floor, with the sun exposure you prefer, a view of a particular street or landscape, etc.

Customization and new installations

When purchasing a property still on the plan, the owner has the flexibility to customize and decorate the property the way he prefers, and some developers also allow larger renovations, such as knocking down walls to expand environments, for example.

And nothing better than the feeling of having a new apartment and the tranquility of not having to worry about maintenance.

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Visit to the sales stand and launch

After making the decision to buy a property in the plant, the visit to the stand is arranged with the realtor. The sales stand is created by the construction company with a favorable atmosphere for the completion of the sale, and usually has decorated apartments, models and several illustrated perspectives of the property to impress those interested.

Read on to learn more about how a real estate stand works and make the most of your visit.

How does the visit to the sales stand work?

The builders set up the sales stands so that realtors can find the client and make the proper presentation of information about the project that will be built, such as prices, payment methods, plans, delivery forecast, characteristics of the condominium and the region, between others.

With this information and interested in proceeding with the purchase, it is time to look carefully at the sales table, negotiate the values ​​and choose the unit. Along with the purchase proposal, the client must present basic documentation that will be delivered for approval by the developer company. While waiting for approval, the client receives the Descriptive Memorandum and the commission payment flow.

When the two parties are in agreement, the contract is issued, signed and the sale is completed.

Why is the stand important for those who are going to buy an apartment in the plant?

The sales stand, in addition to being a way to make the property tangible and create a favorable atmosphere for closing deals, is very important for the project’s real estate developer and developer to demonstrate more reliability and authority to future clients.

What is the launch?

The real estate launch takes place when the construction company has already acquired the documents, permits and has the Incorporation Registration in hand. The launch marks the opening of sales of a project to the public.

In this phase, the largest investments in marketing for the product take place, which disseminate all product information in various media and the sales stand is ready to offer the best experience for the customer.

Those who had already known the information in the pre-launch can finally know the decorated apartment, the sales table and all the details about the product.

As a buyer, it is a good time to negotiate terms, as the developer is seeking to raise funds for the construction of the project.

Is the decorated one worth visiting?

The decorated apartment is designed by the developer or construction company so that the client has a clearer view of the property he intends to acquire. As the purchase of the property takes place on the floor plan, the decorated helps to make the space and rooms tangible with a neat decoration.

Take advantage of the visit to walk through the rooms, check the dimensions of the floor plan and clear up any doubts that may arise with your broker. Try to imagine if your family’s needs will be met in this place and get inspired when you go to furnish and decorate your apartment.

apartment decorated in a contemporary style

Payment for a property on the plant

The best known ways to pay for a property purchased on the plant are: in cash, with real estate financing or by the consortium.

Cash payment

Undoubtedly, the most advantageous way to buy an apartment on the floor plan is to pay in cash , as the buyer does not pay interest and is able to get good discounts, especially when the deal is closed during the construction period, since the amount paid to the construction company helps to finance the works. However, there are few families that have disposable income to gather the necessary amount for a cash purchase, and that is why they often resort to real estate financing.

Real estate financing

The mortgage is the way in which the buyer makes a loan with a financial institution or the property of the contractor and pay the amount in installments within a pre-set deadline.

To make a loan, the buyer has the payment divided into two stages: before and after delivery of the keys. Initially, the down payment and installments will be paid directly to the developer or construction company during the period of the works, which last an average of 30 to 36 months.

When the project is delivered, the buyer has the option to pay the remaining amount in cash, make the financing with the construction company or a financial institution.

The main types of financing are the SFH (Housing Financial System) and the SFI (Real Estate Financial System. The first is applicable to properties valued at up to R$1.5 million and is only allowed for individuals with housing purposes. encompasses all cases in which financing that does not fit into the SFH, charges higher interest rates and is of interest mainly to those seeking properties above the allowed ceiling.

Make a real estate financing simulation and find the most suitable payment method for you.


The consortium is nothing more than a group of people who share the same objective, such as the purchase of the property, but who still do not have the necessary amount in hand. Under the responsibility of a managing company, these people organize themselves to contribute monthly with equal amounts, within a previously established period. To decide who will be able to purchase the property at each time, draws are held among the group members. If drawn, the recipient receives the full amount of the share purchased and continues making payments until the end of the period.

Another way to be contemplated is by placing the highest bid, using your own resources, the FGTS or part of the letter of credit.

Documentation required to buy an apartment on the plant

As the purchase of the property in the plant is carried out directly with the developer, the list of necessary documents is a little simpler.

Buyer’s identification documents will be requested, such as RG, CPF, birth certificate and, if applicable, marriage certificate. To ensure you have the necessary resources for the purchase, employment documents and proof of income are provided, such as recent payslips and the Income Tax Declaration.

Whoever opts for real estate financing to pay off the rest of the property must present the proposal approved by the bank. It is good to remember that the company may request other documents, depending on each case, to have more security when closing a deal.

Property purchase agreement on the plant

The moment to sign the purchase contract is one of the most important, as it formalizes the negotiation between the parties and makes clear the rights and duties of the buyer and seller. After this signature you can say that you have fulfilled your dream of owning your own home.

Some points that need to be observed in the contract so that the parties are safe:

Check the amounts and payment methods

The price to be paid for the property must be the final amount agreed, without the possibility of a later charge. This clause also includes the payment terms, down payment, the financial institution, the installments and frequency of each one, the use of other resources, etc.

Find out the correction index and interest on installments

For those who are going to buy an apartment in the plant, it is also necessary to understand the interest on installments and the correction index. In many cases, the purchase will be made with financing resources, hence the importance of knowing how much interest will be paid over time.

Waiver Clauses 

For both parties to be safe, clauses on withdrawal, breach of contract or non-payment must be included in the contract. It is common for a percentage of the property’s value to be charged or a fine will be applied to those who breach a clause, thus increasing the chances of the contract being fulfilled in full.

Property Information

The negotiated property needs to be described in detail so that the agreement is clearly closed, and, if something happens upon delivery, there is legal protection from the parties.

Some fundamental information is: the size of the property, the type, the number of rooms, its location and the registration number with the City Hall.

For those who are going to buy the apartment on the floor plan, the descriptive memorial is one of the most important documents, as it presents all the technical information about the project that will be built.

Stages of the work and how to follow up

Those who intend to buy a property in the plant are usually curious to understand what happens in the main phases of the work , in addition to the anxiety to receive the keys and prepare the move.

Read on to know a little about what happens until the keys are handed over.


The work begins with the architectural project prepared by an architect or civil engineer. Other projects needed are structural, hydraulic, electrical and telephone installations.

With the project approved by the City Hall, the budget is prepared and delivered to the construction company with an estimate of the expenses involved in the entire work.

Work Planning

Many construction companies use software to plan the work, which avoids wasting materials, optimizes labor and ensures compliance with deadlines.

Preliminary services and foundation

Before the work starts, the land is closed and the masons set up the construction site. Soil cleaning, earthworks and compaction also take place.

With the study of the soil type and construction characteristics, the composition of the foundation is determined – responsible for distributing the construction load to the soil, maintaining stability.

Structures and masonry

At this stage, the construction of the building will take place. The structural parts that provide support and give shape to the construction are installed. Afterwards, the execution of the masonry begins with the lifting of walls and ends with roughcasting and plastering, which prepares the surfaces to receive the coatings.

condominium of buildings under construction on a sunny day


An electrician is responsible for running wires, installing outlets, and turning on circuit breakers. The electrical installation is done by the plumber, who connects the sewer pipes, rainwater and street water.

Cable infrastructure for telephony, internet and television reception is also carried out in this phase.


The projects are usually delivered with tiles only in wet areas. The other environments are usually on the subfloor. In the finishes, doors, windows and glass are installed in the building.


The final finish happens with the painting of the walls and ceiling. It is common for the walls to be painted white by the construction company, so each resident is free to paint them any color they want.

Delivery of the keys

With the registration of the property and the payment of the ITBI , the construction company schedules an inspection with the owner. Before handing over the keys, the occupancy permit is issued by the city hall, which must be registered in the registration with the Real Estate Registry Office.

When the keys are handed over, a general assembly is called, where the residents vote and choose the trustee.

How to make an organized move

With the keys in hand and the apartment waiting for you, the most awaited part has arrived: making the move .

change boxes stacked in front of the sofa

Moving house is not an easy task, there are many things to solve, pack, transport and organize again. However, your change process can be smoother if you follow some practical tips:

plan the change

Hiring a company specialized in moving is the most recommended, especially if the distance between the properties is greater or if you cannot count on the help of family members. Have you decided to hire a company? So make budgets with a few suppliers, paying attention to information about terms, packaging, insurance and even the company’s reputation with previous customers.

For those who decided to make the change themselves, planning is even more important. With the moving date set, start packing in advance and take the smaller boxes little by little. If the family can help, schedule a day or weekend to expedite the process.

Search and sort cardboard boxes

If you want to save on packaging for the move, start paying attention to supermarkets and ask for cardboard boxes that are in good condition. And for those who are more practical, companies that make changes usually take all the material to store and protect your belongings.

List your belongings and identify the boxes

For this step you can use applications, spreadsheets or even a notebook. The important thing is to list everything that needs to be packed and then, in the new house, check that everything has arrived.

Separating the boxes by room can be more practical, as as soon as you arrive in the new space, you can leave each box in its place and organize it little by little. To make sure everything goes to the right place and that delicate items aren’t damaged by larger boxes, it’s a good idea to label or write what’s inside each box.

Take the opportunity to see what you use and make donations

Packing time can be a good opportunity to review items that you no longer use or that will no longer make sense in your new home. Clothing, shoes and accessories in good condition can be given away or even sold at thrift stores online. Furniture and appliances can also help needy families. By doing this, you help people and renew the energy of the new house.

start packing

Now that you’ve got everything you’ll need in the new house, the hardest time has come: packing everything up.

The tip here is to start with rooms, giving preference to those that have more items and are less frequented in the family’s routine, such as the living room or guest room. If you have a lot of clothes, it’s also a good time to pack everything in your suitcase, leaving out a few items for the next few days.

It’s also a good idea to leave a separate box for things you’ll need once you’ve made the move, like toothbrushes, hygiene items, towels, etc.

Once the move is complete, avoid leaving it for later and put everything in order. Start with furniture, appliances and rugs, then move on to decor items. At this point you can also decide to change some elements to make the house look like you.

Now it’s time to enjoy your new home!