Personal broker: what is your role in the real estate market?

The real estate profession has many characteristics. One of them is the ability to adapt to new developments in the real estate market, making it always very relevant for people interested in real estate. One of the novelties that has been drawing the attention of these professionals is the concept of “personal broker”.

It is a variation of the performance of the traditional real estate broker, with the objective of serving clients with high purchasing power and who demand great efficiency in negotiations.

So that you can understand what this topic is about, we have prepared a complete article on the subject. Read through to the end and discover every detail about the role of the personal broker in the real estate market.

Personal broker: a professional who sells luxury

It is important to clarify that the personal broker operates in an extremely restricted market: luxury real estate. Therefore, to start and work in this segment, it is important to know what a high-end property is.

Luxury properties have some characteristics, we will list them below.

Good neighborhood

A luxury property needs to be surrounded by properties of the same standard like Lahore Smart City Therefore, a large house in a middle-class neighborhood, no matter how spacious and luxurious, may not attract the attention of an investor who hires a personal broker.

This type of customer places a lot of value on the neighborhood, demanding that their property be surrounded by residents of the same social class. It is an understanding of status.

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A high-standard property has a good location.  It is no secret to any realtor that this characteristic influences the value of properties. Just check the neighborhoods that have the most expensive square meter to understand this concept. Generally, these neighborhoods have excellent infrastructure, in addition to architectural projects that make the residents’ experience more pleasant.


A client looking for a personal broker requires privacy during the entire negotiation. This feature is also required for the property that will be sold.

Therefore, aspects such as the description of professionals working in the condominium, the interaction between neighbors and the possibility of outsiders having access to what happens inside the properties must be evaluated.

Property project

The properties must have projects signed by talented and recognized architects in the market. The decoration must follow logic. The ideal is to work with professionals who have already presented their projects at events such as Casa Cor, for example. The investor in luxury real estate values ​​spacious, technological and beautiful environments.


Luxury property as a financial investment

Any broker understands that buying a property is equivalent to investment. However, the personal broker needs to master information about the real estate market.

This is necessary because your client doesn’t just want a house to live in with his family, he wants a property that adds value to his equity. This public already has professionals who do their financial analysis and give investment tips, therefore, the personal broker must be a specialist in the real estate market that will add strength to other people.

Therefore, this broker must know basic aspects about investments in high-end properties, such as:

Appreciation above average

Luxury properties tend to have a higher appreciation than properties with a lower value. This is because they operate in a restricted market, which reduces the offer of this type of product.

In addition, these properties use top-notch materials in their finishing, in many cases imported, and this also adds value to the property.

Added to these characteristics is the fact that the location and size of properties act as an engine that drives the gain in value, as these properties and land are of interest to different segments of the public, from construction companies, governments and other clients with great purchasing power.

In addition, passive income generated by luxury real estate can be an excellent source of income because some people prefer to pay large rents, living in high-end property, than buy one.

A personal broker must know all these facts about the market in which they want to operate and be aware of the changes that occur.

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Characteristics of a personal broker

In addition to in-depth knowledge of the real estate market, which can only be achieved after a few years of experience, other qualities are expected from a personal broker, for example:

Efficient network of contacts

One way to win good deals for your customers is to have contacts in different areas, as this can help you solve customer problems, such as presenting a list of talented decorators, companies that can do renovations, and so on.

In addition, the network of contacts is essential to gain new customers. One tip is to follow the social columns in your city to begin to understand the habits of people who buy luxury real estate.

True appreciation for refinement

It is no crime for a realtor to think that the needs of the wealthier public are futile, however, it does mean that this realtor is not ready to act as a personal broker.

A personal broker must like to talk — and study — about this luxury market, they need to understand how valid the demands of their customer are.

Appreciation for your image

A personal broker works with your image. This means that these professionals must be careful with the way they present themselves, wearing well-cut clothes that are appropriate for the events they participate in. 

However, the main point that deserves your attention is its credibility. As it is a very restricted market, the personal broker cannot disappoint a client, as this can seriously damage their image.

Financial planning

Despite closing deals with high values, this professional’s commission is not usually above 2% of the sale price. Besides, it’s not every day you sell a mansion, is it?

Therefore, the personal broker needs to be careful with your personal finances so as not to pay to work.

Respect for the time of the client and his advisors

One of the reasons that makes a person look for a personal broker is not having the time (and not the will) to visit real estate. Therefore, this client outsources the task to this broker. Normally, the personal broker will only talk to secretaries and advisors, so visits need to be objective.

Focus on personalization

All this objectivity must result in the customization of the business. Therefore, the personal broker has to devote time to listening and understanding the investor’s needs.

As we saw in this article, the personal broker is a segmented version of real estate brokerage. It is a new way of operating in the market and should be evaluated by professionals who identify with the luxury market.

If you liked this article about personal broker, share it with your broker friends. Are they aware of this news?–Online-and-Offline-Marketing-Tools-


Product Marketing: what it is and why your company should invest in this strategic area

Understand what Product Marketing is and see 10 actions for you to put into practice in your company

Product Marketing – or Product Marketing, in English – is the area of ​​the company that works to take and sustain the development of its product in the market. The Product Marketing professional takes care of positioning, message, launches, demand generation, competitive intelligence and support to the sales process.

To leverage the results, Brazilian companies have increasingly invested in an area that has been around for 30 years in the international market, but which has become a trend here in recent years: Product Marketing. Product Marketing, in Portuguese, is an area that aims to take (and sustain) the development of a product in the market.

In essence, the person who is a Product Marketing Manager in Skymarketing (or Product Marketing Manager) acts with a strategic eye throughout the entire lifecycle of a product. Among his various responsibilities are managing and conducting projects such as positioning, messaging, launches, demand generation, competitive intelligence and support for the sales process.

These people are professionals capable of thinking strategically about the product, price, place and promotion. A diverse Product Marketing team has professionals with analytical as well as creative and strategic skills, who work together to create strategies based on competitive differentials, define market positioning and what is its value proposition.

And if Product Marketing Managers have a mission within a company, certainly the main one is to be the voice of the product to the market and from the market to the product, oriented towards the company’s strategic priorities.

To fulfill this goal, the person who is a Product Marketing professional works mainly at the intersection between the areas of Development/Product, Marketing, Customer Success but his role also touches several other areas of a company such as Support and Finance.

How important is Product Marketing?

As we mentioned earlier, the Product Marketing discipline is strongly based on principles, and the two areas operate together. Logan Hendrickson, Product Marketing Manager at Chilli Piper, even points out that Product Marketing is a function of traditional marketing, as is demand or generation.

It turns out that, normally, companies that do not have an area like this have a look more focused on generating demand and acquiring new customers, or even exclusively for carrying out institutional campaigns.

When Product Marketing does not exist, it is common to have difficulties in translating what the product does and demonstrating why it is different from competitors in a clear and objective way, with a correct price and positioning for the market. The result? A poorly suited message for the market and less sales.

As April Dunford, author of the book Obviously Awesome, a reference in positioning, would say, “Consumers need to easily understand what your product is, why it’s special and why they should care about it”. It is in the middle of this process that the Product Marketing area enters.

What is the difference between Product Marketing Manager (PMM) and Product Manager (PM)?

As much as professional people from both areas constantly work together, there are differences in performance and responsibilities.

What does a Product Manager (PM) do?

The Product Management area is closer to product development and, therefore, the Product Manager (PM) person works in a kind of triad with a UX Designer, a tech leader and one or more developers.

He is the person responsible for the product or functionality roadmap, which is often done based on inputs from several other areas, but especially from Product Marketing, which brings a view of what is happening with the market and competitors.

The PM person assesses and weighs market and customer needs, guiding product development and then delivering it together with other areas.

What does a Product Marketing Manager (PMM) do?

The Product Marketing area, as we usually say here at RD, “is the voice of the market for the product and the voice of the product for the market”. In the first part, she collects and analyzes market trends, who is buying and not buying her product and what competitive moves are taking place.

The second part, being the voice of the product to the market, concerns positioning, messaging and strategic definitions of how to bring a product to market or the customer base.

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Product Marketing people also work very closely in the areas of:

  • Marketing, to align product positioning across all communication;
  • Sales, to collect feedback and create materials that facilitate the purchasing process;
  • Service (CS) and Support, ensuring that those who deal with the customer are also aligned with what is happening in relation to the product.

In this way, Product Marketing distributes messages inside and outside the company. And even with different areas, the work is always interconnected, as they have a common interest: the product being a success in the market.

With that in mind, both create the best strategies within their abilities to deliver a better experience, whether for existing customers or new ones.

product marketing product marketing

Main challenges in the Product Marketing area

As Product Marketing professionals work together with different areas of a company, daily life is full of challenges that require a variety of different skills. Below we list some:

  • Project management and task prioritization: to be able to cadence the routine of activities between the Marketing, Product, Sales, Customer Success, etc. teams.
  • Manage stakeholders: ensuring that people involved in the approval and execution of projects that are your responsibility are aligned and engaged with the process (mainly C-Level executives).
  • Copywriting: Part of the job is making sure the right message is targeted to the right person/market.
  • Definition and monitoring of metrics: projects must always be aiming for business goals, especially customer retention and attraction of new ones. But not only do that, as the projects that the PMM person supports or drives not always have clear and/or recurring performance indicators. In this case, it is also important to direct and support other areas to achieve goals that are always connected with business objectives.
  • Working together with the Product team: in many companies, it is still common for development to move at a speed and the Product Marketing area is involved very close to the launch date – which is not ideal. One of the most common mistakes is to think the strategy only when the product is ready to be marketed.

10 Product Marketing Initiatives to Get You Started Today

Now that you have a broad view of what Product Marketing is, you may be asking yourself: where do you start? Or still, how to improve this area or even fear of being too complex to handle.

Therefore, we have listed 10 projects that are very relevant and that at some point will be part of the PMM scope of your business.

1. Positioning

Positioning is the intentional definition of what your product is, who it is for, what the main benefit is and how it differentiates itself from competitors. This is one of, if not the biggest, responsibilities of a PMM person. If your company does not have a well-made and diffused positioning, it opens up room for the market or even your competitors to mold a wrong perception about what your product is.

2. Persona

Persona is the fictional representation of the person who is the ideal customer of a business. It is based on real data about customer behavior and demographics, as well as their personal stories, motivations, goals, challenges and concerns. The persona permeates strategic and tactical Product Marketing plans.

3. Shopping journey

Not everyone gets to the point of the purchase right away. There is a path that can be taken in a longer or shorter period of time, which is the Shopping Journey. A clear understanding of what happens during the journey helps Product Marketing to create more effective actions.

4. Go to Market (GTM)

It is the strategy of how to bring an offer of a product or service to the market. A Go to Marketing plan defines how to reach customers, maintaining the company’s goal of results, but in alignment with the healthy financial management of the business.

5. Release

A launch can be either a part of a Go to Market strategy or a stand-alone initiative to bring a new product to market or incremental improvements to an existing product. It is usually associated with communication campaigns in which creative concepts are built to support the message and drive the achievement of established goals.

6. Sales Enablement

This is a very broad initiative, but in the context of Product Marketing, Sales Enablement is about how the PMM person supports the Sales team in communicating correctly about the product. Whether through commercial presentations, demonstration videos, training, among other formats that can deliver the right positioning and message.

7. Pricing

Pricing is nothing but the strategic definition of the price of the product or service. It can be done taking into account a series of surveys and analyzes that position the offer in the most competitive way and with the potential to generate the results expected by the company.

8. Packaging

In a way, the packaging is a complement to the pricing strategy, as it is the way an offer will be “packaged”. In the case of digital products, it is usually associated with offering different plans, billing ranges and features that can be contracted together or separately.

9. Competitive analysis

It monitors on a recurring or on-demand basis, depending on a particular aspect that wants to be evaluated, what competitors are doing. The objective is to generate insights for the company to make better decisions through this information. Whether to better position the product, create comparative materials, or to help the Sales team to overcome the most frequent objections involving other competitors or even to direct the product roadmap.

10. Win/Loss Analysis

It is the process of consolidating information related to the reasons for losing and gaining customers during the purchase process. The Win/Loss analysis can be done in several ways, either with quantitative surveys based on Sales data or qualitative analysis, with interviews, for example. The goal is to see patterns that can drive improvement in various aspects such as the product itself, Marketing strategies, the sales process and even after-sales.

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Complete guide: everything you need to know about content production

Learn, from theory to practice, how to have successful content production in your company with the tips in this comprehensive guide

Content production is a strategy that consists of creating and distributing materials in text, video or audio — such as blog posts, eBooks, podcasts and videos — frequently used by companies that invest in Digital Marketing. In order to be efficient, content production must be focused on a target audience and have a defined objective, such as becoming an authority on a certain subject, generating Leads or increasing sales.

When a company is starting a content production strategy, it’s easy to do the job: a single person is able to manage the entire process involving the creation of a blog article or the launch of rich content, from from planning to publication.

With more people on the team and a larger production and release volume, this task can quickly become too complicated to manage on paper.

If you’re having trouble getting your content production going, don’t worry. In this article, rudn enclave will give a complete guide to the subject, we’ll talk about what content production is, why a defined process have for it, how to target your content to your personas and much more. Good reading!

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What is content production?

Content production consists of planning, creating and distributing materials in different formats to a specific target audience, with a specific goal in mind. Often, companies that invest in Digital Marketing bet on content production, since Content Marketing is one of the pillars of this strategy.

A content strategy can rely on formats such as text, audio and video, which materialize in blog articles, podcasts, videos, infographics, webinars, eBooks, among other possibilities.

What will define the ideal formats for each business are the personas the company wants to attract. If your target audience is interested in a certain type of content, then it might be a good idea to bet on it.

It is also necessary to take into account the company’s objectives. In general, businesses seek, with the production of content, to become authorities in their business segments. This also contributes to increasing brand awareness and bringing consumers closer to the company, as useful and quality content that helps readers to resolve their doubts will certainly not be forgotten.

But content can also serve more specific business goals, such as attracting traffic, generating quality leads and increasing sales.

Want to learn more about content production? Then download the Ultimate Content Marketing Guide for free and learn how to position yourself as a reference in the market and attract potential customers through content.

What is rich content?

In content production, there is a type of material that differs a bit from a blog post, for example. These are the so-called rich contents (also known as rich or educational materials), which address a particular topic in a deeper way.

In general, to access them, the visitor needs to leave, in exchange, their contact information, becoming a Lead. After that, other materials can be used in the nutrition of these Leads.

These rich content can be of different formats. Just to name a few:

  • eBooks;
  • Webinars (live or recorded);
  • Spreadsheets;
  • Templates;
  • Tools;
  • Checklists;
  • Free evaluations.

Rich content can be focused on:

  • Lead Generation, as they are normally delivered on Landing Pages where, to access the content, a visitor needs to leave some data such as name, email and other information relevant to the company;
  • Lead Nutrition , because the more content a Lead consumes, the more interested it is showing itself in the company and in matters involving a particular market;
  • Profiling, that is, capturing more information about a Lead to understand if it has a qualified Lead profile.

Looking at a sales funnel, these are the moments when they act:

Why have a well-defined content production process?

Okay, now you know what content production is and know some common formats. Now, let’s talk about the importance of having a well-defined process for creating these materials.

Effective content production must have three characteristics: predictability, scale, and error reduction. Understand more about each of them:


In a process, delays are common, and this results in lower quality and depth level of the content produced. Hence the importance of good planning to gain predictability.


With a small volume of content production and only one or two people working on it, it’s easier to keep track of what’s being done.

However, when we increase the volume of content or bring more people to the team, the lack of a place to centralize actions quickly makes the operation become a mess, which will cause a lot of effort to be wasted along the process.

To gain scale without losing quality, it is necessary to have organization and planning.

Error reduction

When you have a process in which each step is well described and the requirements for moving to the next step are well defined, you reduce certain flaws, which are often basic but can compromise a project.

For example: if you run an Email Marketing campaign and do not check if the links are working, it may be that there is a broken link, and this could compromise your action.

For this reason, it is important to use checklists to know what to do next and to avoid failures for whatever reason.

The project management methodology

Here at Resultados Digitais, to create an effective content production process, we seek to understand more about the project management methodology.

We usually say that each content is a project. They need resources, they have costs, they need people involved, and they have a defined scope.

As we are used to working with agile methods, we chose to follow with a hybrid model of Lean and Kanban methodologies, which allow us to give an overview of:

  • All steps in the process;
  • How many projects (content) are in each stage;
  • What remains to be done in each content to move it to the next step?

To do this control, we chose to use Trello , a tool that allows managing projects using these methodologies.

To accompany this post, we created a framework model in Trello where all the steps are described and we put examples of content in each one of them to illustrate the process.

In Trello, you will basically find the following elements:

  • Columns: are the steps in the process.
  • Cards: are the offers. Each material has a card and it advances to the next columns as production progresses. Inside these cards, there is space for comments, checklists, attachments, delivery dates, responsible people, among other elements that I explain better in the webinar that accompanies the template.

At the top of each column, you will find a card called “Instructions” with checklist templates, supporting content and description about each stage.

The steps of content production

Now, let’s go deeper into the content production process and explain how each step works.

The content production process is divided into 3 major phases:

  • Pre-production: encompasses everything from gathering ideas to starting content production. The delivery of this phase is the content that is scoped and ready to be produced;
  • Production: is the stage where we get our hands dirty. Delivery here is the content revised and ready to be consumed (edited video, diagramed eBook, ready-made spreadsheet);
  • Post-production: this phase includes all the preparation for the release of the content, the release itself and the analysis of the results. This means that it is at this stage that we produce the Landing Page, do the email campaign, publish on social media, measure the main KPIs, etc.

Going deeper into each of the phases:


Here we have 3 steps to prepare you to start producing an offer.


Step where all content ideas and offers go. These ideas can come from many places, from thinking yourself about something that could become content, to ideas coming from other people in the company, Leads, customers and partners.

No ideas are discarded and some of them will never leave this stage.

To get out of the sandbox, normally, in a planning, we think about content guidelines to be worked on and look at the list of ideas in search of offers that fit with what was planned. In case there is something interesting, we move to the next step (backlog).

There are also cases where content is advanced at the initiative of a third party. The most common are:

  • Someone else in the company has started producing the content on their own and it’s an interesting subject for the company personas;
  • Another area of ​​the company has ready-made content that, with minor adjustments, can be published (common case with spreadsheets, training and tutorials);
  • Some company is producing something and invited us to publish in co-marketing.

In these cases, we assess whether the material makes sense within the company’s strategy and move the content to the appropriate stage.


Here are all the offers that have been prioritized and that will be produced within a defined time scope. The idea of ​​this step is to reflect more on the offer and understand how it can be useful for the company’s personas.

In other words, at this stage we define “what” the material will be, what problem it will solve and we validate if it makes sense to our audience.

For this, it is interesting to talk to customers who may have the problem we want to tackle. It’s also important to get impressions from people in the sales and service areas about the subject.

Here we also look at past data to see if the material has good lead generation appeal or if there is already something that can or should be revised and released as a new edition.

To decide whether an offer will go forward, at this stage we ask a series of questions about the content that aim to give a better understanding of the effectiveness of the offer and the feasibility of producing it, that is, we think about the format, if there is already similar content, whether there is the possibility of co-marketing, among others.

In the template, on the “Instructions” card for this step, you will find the questions we use to reflect on the offers.

After this analysis (essentially qualitative), we will reach the conclusion about whether it is worth continuing with the production of the content.


In this step, we define “how” the material will be made, what its format will be, and we kick-start production.

The main objective is to deliver the minimum structure to start production, with defined responsibilities and schedule. Anyone reading the information about a content in this step should understand its scope, purpose, deadlines, etc.

In the case of co-marketing, it is at this stage that we decide which partner will be and we do all the necessary alignment.

Each material format has a “done” criterion to advance to the next step.

Some examples:

  • eBook: done the outline (skeleton) of the eBook and ready to develop the content;
  • Live Webinar: Scheduled broadcast date and confirmed with attendees;
  • Recorded webinar: set the theme and format of the webinar (Slides? Chat?);
  • Tool or spreadsheet: the MVP (Minimum Viable Product) is done , that is, a draft, functional or not, of how the tool or spreadsheet will work.

Content production

With the briefing in hand, this stage is where the content production itself takes place.

Development and review

These two stages contain the contents that are in the production process, whether internal or outsourced.

The way of producing and revising varies greatly depending on the format of the offer. For example, writing the eBook, recording or presenting the webinar, developing the tool, etc.

In the template, each format has its own production and revision checklist and the delivery of these steps is “presentable” content, that is, a diagrammed eBook, an edited video, a spreadsheet with formulas and links made.

Post production

This phase involves all the preparation for the launch of the offer, the launch itself and the analysis of the results.

Regardless of the content format, there are many things in common that are repeated with each offer. Therefore, in these stages, the use of checklists is even more recommended so as not to forget any details and thus avoid errors that could compromise the release.


With the revised material, in this step we prepare the release, which usually involves, among other things:

  • Make the Landing Page, the thank you page and the thank you email;
  • Make the images that will be used on social networks;
  • Write the text for the email campaign;
  • Make the integrations in case of co-marketing;
  • Configure Lead Scoring and Automation flows.

Anyway, the idea here is to leave the offer ready to be launched and test and review everything that involves this launch.


At this stage, the offer is promoted in the main acquisition channels, such as email, social media, paid media, etc. — each following their own checklist.

It is important to mention that, if you are a co-marketer, you must ensure that the partner performs the agreed actions.

Analysis and optimization

Here the launch analysis is performed. Ideally, set a default period for the analysis. That way you can get a better basis for comparison between releases.

For example, content that was released two months ago has already been distributed better than one released a week ago.

This period can be defined according to your company’s sales cycle, so you’ll be able to look, in addition to the number of Leads, how many sales were made in the period from the launch.

In this step, you must gather the main metrics of the release and raise what improvements can be made for the next ones.

Evaluating the process

Often, looking at such a process seems to make content production long and bureaucratic.

However, the opposite is true: you gain a great view of what is happening with the production of each offer and the work becomes increasingly agile and fluid.

Furthermore, with this project management methodology, any process change can be quickly implemented and applied to the next content.

By following a process, the chances of launching errors are greatly reduced and you don’t need to think “what’s next?” – you simply look at the process, the checklists and move forward.

See more tips in the video below:

How to direct content production to your personas

Those who follow our blog and materials know that the main pillar of Inbound Marketing is the production of content – ​​whether blog posts, rich content or even website content.

And to know which themes and approaches are relevant to your persona, it is necessary to identify them through the stages of the buying journey. Designing personas can go deep into discovering what is needed for them at each stage and thus help them progress to the point of sale.

You might be thinking: “interesting, but… how to do this in practice?”

Here’s an option we use at Resultados Digitais: interview your audience! They can be current customers of your company or even Leads that haven’t purchased yet. Just direct questions that help identify what’s relevant to him, from discovery to purchase.

First, find out about your information consumption habits:

  • Channels where he gets information (blogs, social media, newspapers, magazines, etc). This is essential to detect where you can reach him: in which blogs he can try to guest posts, in which media to be present and advertise and even guide press relations actions.
  • What topics interest you in general? For example, many people from our base are interested in entrepreneurship. Knowing this, we launched the eBook Digital Marketing for Entrepreneurs.
  • Events you attend (themes, duration etc). If your company offers events, this is the chance to have inputs that will help when putting together one!

Suggested questions according to the stages of the purchase journey

1. Discovery and learning

  • How was your situation when you found our company on the internet?
  • What content did you look for? And what did you find?
  • How did you reach us (through which channel, some specific content)?
  • During this stage, was there a theme that was more useful and met your need?

The conversation about this step should clarify the starting point of your persona in the buying journey, which led her to research the theme X that made her find your company, what her situation was.

Most of the time, she’s after content X, but still has no idea she has a pain or need. Here it is interesting to identify which keywords she searched, as they can be a guide for her future content, which will be “baits” to capture this audience.

2. Problem recognition

  • What was the company’s situation before purchasing our solution? What was your problem/need?
  • When you identified him, what did you do? How did you go about finding a solution for him?
  • What contents of our company were useful to “wake up” you about this need?

Here it is necessary to know what were his pains and needs and what he did when he discovered this. Searched the internet? How was this process? This is a good way to know what content to produce to help Lead recognize this need.

3. Consideration of the solution

  • When you started looking for solutions, what did you find? (Market competitors);
  • What impressions did you have of the information you found about our solution (website, posts, and materials)?
  • Were they helpful for you to understand our service/product?
  • Who in the company did you talk to about the problem and the options you found?

This step is essential to know what to offer to the personas who have come this far and are looking to solve their problem. What contents can help you? What are the competitors she finds at this stage and how to “shield” against them?

It’s also important, if your audience is B2B, to know if your persona is a decision maker and, if not, to understand who needs to be involved at that point.

For example, if you identify that your persona needs to prove the value of your solution to the boss, you can build a presentation template that she can use to unlock this step.

4. Evaluation and purchase

  • What were the most important points of our solution that led you to become a customer?
  • Who needed to be involved in the purchase decision?
  • What information about our product/service was the hardest to find?

Knowing the strengths and relevant to your audience, which are not always what your company believes, helps you direct your communication to highlight them (and even make improvements to your product). Also take the opportunity to detect if your persona finds difficulties in this step to find what you need about your solution.

After the interview, try to separate what content and actions can be useful in each of the steps to serve as a guide for your Digital Marketing actions. It’s important to have this material as a permanent reference, so you always keep your persona in mind and start producing content that really matters to her.

Selling a property in multi-exclusive: myths and realities

How to segment content production to your audience

If you made it this far in the post, you may still be thinking that you will need to “shoot in the dark” until you find out who you are and how to communicate with your audience.

Therefore, in addition to the above idea of ​​the interview, we have selected some tips for you to discover how to produce segmented content, without relying on “guessing”. Check it out below:

1. Know your audience and provide the right content for them

We like to hit this key, but it’s certainly not for nothing: any strategy that starts without knowing its target audience is fraught with uncertainty. So the first thing you need to do is create your personas.

For example, if you have project management software that serves both small and midsize companies, you can create at least two personas: one that represents the small business audience and one that represents the midsize business audience. Include in these personas all the information you can: from name, age and title to pains and questions you have about your business.

2. Use your brand’s voice to understand what segments want and need

Do you know what the voice of a brand is ? The brand’s voice is nothing more than the company’s personality and can be described through an adjective. She has several tones of voice, which “refine” the voice. A parallel can be drawn with the human voice: the human being has only one voice, but he has several tones of voice, which change according to the situation in which he communicates.

Once your audience contacts your company, whether it’s already thinking about buying or just consuming content, they expect to engage with your brand — soon or over the long term. But for that, it needs to see itself reflected in your brand. In other words, you need to feel that personality and other concepts close to it, such as mission and vision, are in line with what you believe.

Therefore, make it clear what your brand’s goals and values ​​are, communicate them to your target audience and pay attention to who responds and how people identify with them.

3. Adapt user experience to segments and diversify your content

Have you ever entered a company’s website and felt that that brand wasn’t talking to you? Or that the product or service she offered was not being offered to you in an attractive way, even if it was in your best interest?

If so, it’s probably because a) you weren’t the company’s target audience; or b) the brand’s communication was not aligned with its audience(s).

In order for you to be able to better converse with all spectrums of potential customers, tailor the user experience on your website, rich materials and blog to their interests. It’s no use overloading your visitors with content in the hope that they might like something. Instead, get information from your visitors from their behavior on your site.

You can check which links and pages are most accessed by your Leads . They can tell you what are the most viewed content and what subjects your Leads are most interested in. Also, you may start to notice some patterns: those who access content A the most are also more interested in content B, while people who see content C tend to like content D, and so on.

At the same time, be aware of how you are offering this content to your audience. If part of your audience is not very used to reading, maybe the contents accessed by them should not be worked in text form.

Finally, take the opportunity to produce various content for your personas. Thus, you will have the opportunity to obtain information about your different audiences, generating increasingly targeted content which, in turn, will attract more qualified Leads, from whom you can obtain more information and improve your targeting, creating a virtuous circle.

4. Encourage your visitors to self-segment

It is very likely that you understand your market and your audience well, but surely no one knows your visitors better than they do. So, whenever possible, ask them to self-segment, rank, and objectively indicate their interests.

One way to do this is through newsletter subscriptions. You can place them, for example, on the main pages to encourage your visitors to subscribe to receive news from the site. At the time of registration, you can already ask the visitor about what subjects they are interested in and, if possible, you can even create different versions of the newsletter to serve different segments.

Another way is the Landing Pages forms of educational materials. If a visitor arrived at a Landing Page and is interested in the material to the point of providing information to obtain it, take advantage of this moment and ask for strategic data for your business.

Digital Results, for example, asks in its forms for some information about the visitor’s position, company size, website, etc. All of this helps us to identify who this Lead is, where he works, what your company’s interests are, etc. and thus create more suitable content for this profile.

5. Take tests to find out what your audience likes

Often, a subtle change can make all the difference for a content to be more accepted by a certain segment or not. So take tests to find out what each audience likes best.

A good tip is to use A/B tests , in which two variables from the same object of study (which can be an Email Marketing, a Landing Page, a blog page, etc.) are randomly distributed to a relevant sample of people; the one with the most acceptance (more clicks, more conversions, more hits, etc.) is the “winner”.

An example was an Email Marketing that we sent to the Education segment. In version A, we send an email disclosing generic content, which we also send to the rest of the base, with the terminology we use with all our Leads: “customers”, “company” etc.

In version B, we published a similar content, but adapted to the Education segment. The text was adapted to the segment, with some terms being replaced to make them more adapted, for example: changing “customers” to “students”, “company” to “educational institution” etc.

The results show us that version B had better acceptance than version A, with 535 email conversions, while version A had 81 conversions.

However, care must be taken not to exaggerate the number of changes in the object of study. Do it one at a time, or you won’t be able to tell what motivated your visitors and Leads to change their behavior?

6. Segment gradually

If you already have a content production strategy, it’s important to invest in mechanisms to target it — as we did in the case of Email Marketing for the education sector. However, do this work piecemeal, for two reasons?

The first is that, possibly, in the beginning, you still don’t have enough information to create very complex segmentations or that really make a difference. In practice, this means that you may not yet know very well who and how to communicate. So, keep doing the segmentations as you get more data from your Leads.

The second is that if you do it all at once and make a mistake in the segmentations, it will take a lot more work to fix everything. So take it easy. If you try to target all the targets at the same time, it’s possible that you’ll make the mistake of creating generic content for all of them.

The tip is: understand a segment well and, when you manage to segment it correctly, move on to another.

7. Don’t miss the opportunity to use data and technology

In the end, we know that Inbound Marketing is about using a strategy based on data and technology; and segmentation is no different.

This is the typical case where less is not more: the more data you have about your base, the more you can analyze your Leads and understand how to create targeted content.

For example, if your company is B2B, you might feel that you don’t need to get personal data from your Leads. But remember: some personal information can influence work decisions and, therefore, may be important to you.

8. Be aware of changes in segments

The characteristics of the segments are not written in stone: who could say, just a few years ago, that traditional segments such as Education and Real Estate would be so transformed by technology? Or that Commerce would give rise to a segment that grows so quickly, ecommerce?

Therefore, be aware of the changes and consequences they bring to different sectors and their content. This means that just because you’ve managed to create effective targeting (and adequate content for that targeting), doesn’t mean you won’t have to change it from time to time to absorb what’s new.

An interesting and interactive way to track changes and get feedback from your segments: Constantly request information to understand how the industry is changing, ask what’s missing for your content to be more up-to-date, and if you’re approaching the subject correctly.

Once you’ve collected feedback, see how you can apply it to create even better content.

What does a professional gain when producing content for the company?

One way to have quality content is to encourage it to be written by the company’s own employees — not only those in the marketing area, who are already in charge of this work, but also specialists from other teams.

These people, more than anyone else, experience the day-to-day of your business, and can contribute excellent content about their area of ​​expertise. All you need is an editor to help collaborators leave content in the ideal format for publication.

But it’s not just the company that wins. When writing — whether for the company blog, personal project, LinkedIn or Medium — professionals from any field gain learning, recognition and productivity. So it is. Understand each of these points better:

1. Learning

Many people believe that writing is about teaching and informing others. But not only that. Writing has an incredible ability to make you learn and reflect a lot on a particular topic.

Writing organizes and clarifies our thoughts. Writing is how we think about a subject and how we incorporate it into ourselves. Writing allows us to discover what we know—and what we don’t know—about whatever we are trying to learn. (William Zinsser, in Writing to Learn: How to Write–And Think–Clearly about Any Subject at All)

In other words, writing is a two-way street. When producing content, you are, yes, informing or teaching readers about some topic, but at the same time you are developing your knowledge about this subject.

2. Recognition

One of the great advantages of Content Marketing is that, through these contents, the company is able to build an important asset and become an authority in its market.

When we take this to the professional, the idea remains the same.

Associating your name with an idea, good practice, reflection or any other type of content is a small step towards making you also an authority on the subject.

Who wouldn’t want to be recognized? Who wouldn’t want to receive praise for their work? Who wouldn’t want to receive comments or messages saying that your article is helping that person in some way?

Recognition is another priceless value. You don’t buy, you conquer. Once you are a reference in the subject, you gain much more credibility within your market.

This recognition can take place in several spheres. It can start within the area, with the professional becoming a reference among co-workers. It can expand into the company, with the professional becoming a reference among all co-workers. It can expand further and – why not? – reach levels where your work can impact people across the country.

In short, a little authority on the subject can make it easier for you to gain support to do other jobs and projects, as well as improve your relationship and the respect your colleagues and clients have for you.

3. Productivity

Everyone has repetitive tasks, right?

For example, explaining the same thing to several people.

Especially for those who work in direct customer service, publishing an article can give your work a good boost.

This is possible because with an article you can impact all these customers and gain productivity by not having to explain the same concepts to several people. Thus, you are free for more specific questions, to ask questions and to act in a more personalized way.

For managers and team leaders, for example, writing a blog post is like writing a playbook. It can save a lot of time in the future by avoiding repetitive actions too much.

Tips for Content Producers: 12 Habits to Cultivate

There are some highly recommended behaviors for every day to be productive when producing content.

Below, we list 14 highly recommended habits for every blogger, copywriter, ghostwriter, freelancer or any professional who works in content production.

1. Write often

The first habit is in virtually every article on productivity: writing a lot.

Only those who write frequently develop writing. Just like any other task, it is an activity that develops over time. If your job is to write, you need to develop until it feels as natural as your breathing.

So, put the ideas that are in your mind in the text editor and worry about making corrections and improvements when it’s time to edit, which by the way is the second habit you need to have and become familiar with.

2. Don’t save time to edit

The secret to a good text is in editing. Nothing goes perfect without being overhauled.

Edit carefully. That way you can write faster and with less worry, leaving it to be polished later. After all, you need to edit anyway.

There are writers who spend 80% of their time editing what has been written. So, know that this function will have to exist. And you’re going to have to play it.

3. Post periodically

To build an audience from scratch, or to maintain it, you need to nurture it. And let her know that new publications will be posted in a pre-defined time frame.

So, make a content plan, deciding how often posts will air.

Decide whether postings will be daily, weekly, fortnightly, monthly, or in the time frame of your choice. The important thing here is to always keep the reader fueled so that they know how often they should return to your site.

It’s very strange for the blog — and also for the reader — to post in very interspersed spaces of time. For example, post every day of the week and then go a month without updating the blog, then post two days in a row and spend another fortnight with no new posts.

Keep a constant interval. If productivity is flying and over articles, save it for later — as long as it’s not urgent. It might be helpful.

4. Read a lot

Reading is the fuel number for those who write. No one becomes a good copywriter without being in the habit of reading.

Create a daily reading routine. Make it a hobby and take a fixed amount of time each day to read. They can be physical books or eBooks. The important thing is to develop this habit.

An hour of reading a day can already bring incredible benefits in your professional and personal life. Reading daily increases creativity, improves vocabulary, strengthens analytical thinking and improves focus and concentration. In other words, everything a copywriter needs.

  • Read also: 43 book tips for those working with Digital Marketing

5. Search

Before starting to write about your subject, do searches in search engines.

It is critical to know if material similar to what you intend to explore has been published. In addition to helping you think in different ways, research can also bring up issues you haven’t thought of before.

Don’t be ashamed to rely on other content. But, be clear: don’t confuse references with plagiarism.

Previous research from trusted sources can also help you organize the topics that will be written, giving you greater insight into the subject.

6. Be curious

Writing is a form of learning, so being curious is very important in this regard.

Being curious means being willing to break down various subjects and bring your doubts and solutions to your audience.

It means always being ready to learn and develop more. Even more so when technical and conceptual updates are so constant that you need to study daily in order not to be left behind.

7. Consume information smartly

The volume of information that exists on the net is gigantic. Therefore, it is difficult to choose what to consume. On the other hand, it’s easy to get lost in several parallel issues that kill productivity and add nothing to your work.

In times where there is an excess of information, it is necessary to be selective in what is consumed.

If you’re looking for information by going straight to the sources, create folders in favorites and segment them by categories.

If you use social media for that purpose, create lists so that the essentials don’t get lost in the news feed.

8. Write down everything

Everyone responsible for producing content needs to be creative and gather different agendas and ideas for posts that will be published.

So, whenever an idea comes up, write it down! Don’t fall into the trap of thinking, “I’ll remember this later”. It might happen, but the chances of it going wrong are considerable. Also because good ideas usually come up at unforeseen times, when we are doing other side activities.

Use apps like Evernote or even your phone’s default notebook. Or even pen and paper, if you prefer and if it’s close to you. The preference in the form of annotation is yours. What you cannot do is not write it down.

9. Take breaks

Even if you get enough sleep at night, you need to take some breaks during the day.

Give the brain short breaks so that it keeps functioning clearly.

Some people use productivity methods that allow these breaks, such as the pomodoro technique .

Breaks can be for naps, meditations, stretching, walking or even a break to talk with a colleague. The important thing is to get off the screen a little bit to keep your mind healthy and not lose inspiration and creativity.

10. Be authentic

Authenticity is another secret to differentiate your posts. How you tell the story, your tone of voice and your communication style are crucial to the success of your publications.

Being authentic means being yourself, without deceiving anyone. Be natural, in short.

People can get information in a number of places, so they need to identify with you, create a connection, and then visit your future posts again.

11. Respond to comments and chat with your readers

Interacting with your readers makes them feel at home or at least part of the discussion.

Answering questions, thanking compliments and engaging in the side conversations that take place in the comments is a way of showing admiration for the audience, which is likely to be reciprocated.

This behavior creates a sense of trust on the part of your readers, and shows that you exist and care about them.

12. Connect with other writers and bloggers

Even though there is natural competition, it doesn’t mean that bloggers are experiencing competition.

Connecting with other writers who write on similar—or different—subjects is a healthy way to bond with fellow professionals.

Writing guest posts, as well as publishing guest posts by other authors on your blog, is a smart way to maintain this good relationship, bringing benefits to both parties.

But remember: uniting audiences is a common good, so don’t be selfish. Don’t simply want to capture other people’s audience. This happens naturally, so think of it as a form of collaboration.

What not to do? 11 mistakes to avoid in your content production

Is your content strategy in place, but your results aren’t meeting your established goals?

If your answer to this question is yes, it’s time to rethink the way you’re producing content for your site. Or how other people are doing it for your business, whether the work is being delegated or outsourced.

There are numerous reasons for this failure to happen. On the other hand, the good news is that you can fix these mistakes and get on the right track.

Let’s talk in this topic about minor oversights in your site’s content production that can negatively affect your results.

1. Not having a defined audience

Who do you write for? Do you think, before starting the process, who are the people who will read your text?

This is a fundamental question and not for nothing is the first on the list. If every business has a defined persona, the same goes for content.

But don’t limit yourself. A website, product, or service can have multiple personas, and there’s no mistake about that. However, the content must always be segmented.

2. Write to the wrong persona

This error is a complement to the previous one. Maybe you’ve defined your persona, but maybe it’s not right for your business.

This can happen from the way you write your content to the channels you use to promote it.

Do not save time in researching to understand how the audience behavior you want to reach is, in fact, to reach them.

Find out how your audience likes to consume content, what social networks it is present on, what language is the most suitable to generate engagement, what times it is online.

3. Damage your credibility

This is a delicate item on the list. Credibility is not born overnight. But it can be destroyed in the same period.

Be very careful about the information you are passing on to your audience. Spreading false news or inaccurate data are real pitfalls.

Whenever you publish data from a study that is not done by your company or information you discovered by searching the internet, do a careful review to find out if the facts or statistics are true.

It’s by gaining credibility and passing on accurate information that you can make past visitors return to your site later.

4. Do not use internal links

It is important, in the content production strategy, that there is a complement between the materials. Using internal links is a basic way to integrate posts.

You may have noticed that in this post (and in several others on the blog), we use internal links to direct you to related posts that deepen an idea, for example.

5. Produce hard-to-read content

Internet reading is not the same as books. That’s because there are countless forms of distraction, and it’s very common for users to jump from tab to tab, and forget about your content.

To get your readers’ attention, structure your posts in a scannable way, as that’s how people read on the internet.

Paragraphs that are too long, too dense and confusing, for example, get in the way of the user experience.

6. Not telling a story

There is fierce and natural competition in the market. And one way to stand out, with Content Marketing, is to be original, authentic.

Storytelling is what brings your content to life. So create narratives, try to hold your reader’s attention by doing more than the obvious.

If you want your visitors to convert, they need to embrace the idea of ​​your content first. And narratives are interesting ways to do this.

It is important to remember that, for a narrative to be interesting, it needs to hold the reader’s attention from its introduction.

7. Don’t create catchy titles

Its content is wonderful, but no one is reading it. If that happens, it’s no use blaming people or channels. Perhaps the main problem is in the title.

There are thousands of links popping up all day on social media timeline updates, on news portals, on other blogs, and so on. If your content doesn’t have a killer title, which generates some stimulus for the user to click, it’s no use.

But remember: don’t create titles that have nothing to do with your content. Your audience won’t like clicking a link on a topic and stumbled upon totally different information.

8. Do not use multimedia content

Images help people to read. It’s a feature that complements the text, helps with engagement and makes reading easier, more enjoyable and less boring.

And you can even go further and enhance your content with other formats, such as videos, podcasts, and info graphics.

9. Focus on quantity rather than quality

Have you ever stopped to think how good it would be for a single post to have the same number of visits as multiple posts?

It’s not a hypothesis, it’s a reality. Focusing on the quality of publications generates more traffic.

This doesn’t mean you should limit the number of posts, or even reduce them. As long as you manage to maintain a high quality standard, nothing prevents you from publishing as many articles as possible.

10. Play content

Content Marketing is not copying third party content. This is called reproduction.

Producing content, in addition to helping your audience, is also premised on giving your company an authority status. By playing content from other sources, you are reinforcing other people’s ideas, not your own.

It is important to emphasize, so there is no misunderstanding that this does not mean that we should not reference other sources or external links in posts. It means that, instead of reproducing ready-made ideas, we can complement or cite them, producing a new publication.

11. Not keeping a tone of voice

Most big blogs have well-defined tone, voice and writing patterns. And that doesn’t happen by chance. It’s much easier for your visitors to frequently return to your site if they identify with the way you write and are sure they’ll find similarly produced content on their next visit.

This prevents the reader from accessing a link on your site that has very technical terms and a very elaborate language, and the next day accessing a link with a text in informal and simplified language, for example.

Standardizing a tone for blog content helps keep your persona as close to you as possible. And it makes her not feel confused or lost.

And you, did you like the tips in this article? If you want to further improve your content production, take a free trial of RD Station Marketing now, software that helps you send the right message at the right time to your contacts, leading them to the sale.

Understand the difference between lessor and lessee in the real estate rental process

Do you live or have you ever lived in a rental property? If not, surely you have already considered this possibility. The rent has performed a great alternative for those seeking comfort and convenience but is not ready to buy your home.

If you are thinking about renting a property, but have some doubts, we will help you!

One of the main mistakes made before renting a property is the lack of information. Understanding the lease process is essential to successful negotiation. Many end up having problems before, during and after the lease, precisely because they do not know the rights and duties that both the lessor and the lessee have. These norms are established by the Law on Tenancy.

By the way, do you know the difference between the lessor and the lessee? al noor orchard housing scheme will explain it to you!


It is the property owner, the one who puts your property up for rent.


It’s someone looking for a property to rent and live in for a period, the famous tenant.

+ Understand how the rent adjustment is calculated

+ Want to rent a property? Find your next home with Lopes!

Deadline changes in 2010

One of the most important items that must be observed is with regard to the term of the rental agreement, which can be carried out for a fixed or indefinite period.

determined time

When the contract has a fixed term, the renewal takes place automatically after the end of the term if neither party expresses its opposition to continuity.

Undetermined time

In undetermined cases, its termination occurs in case of non-payment of rent or other charges.

Both sides must pay attention to the item returning the property. In 2010, the Tenancy Law underwent a change in its original text, determining that the return that could previously be delayed for up to three years, had its deadline reduced to 45 days.

In the case of eviction, it takes 30 days to abandon the property. In the previous law, this period was six months. In unsecured contracts, the tenant who fails to pay can be called to vacate the property within 15 days.

Now that you know the mainline of the Tenancy Law, let’s get to the landlord and tenant obligations.

Check the full articles 22 and 23 of the Tenancy Law and find out all the obligations of lessor and lessee in a negotiation:

Art. 22. The lessor is obliged to:

I – deliver to the lessee the rented property in a condition to serve its intended use;

II – guarantee, during the lease period, the peaceful use of the leased property;

III – maintain, during the lease, the form and destination of the property;

IV – answer for defects or defects prior to the lease;

V – provide the lessee, if requested, with a detailed description of the state of the property, upon delivery, with express reference to any existing defects;

VI – provide the lessee with an itemized receipt of the amounts paid by him, with a generic discharge being prohibited;

VII – pay real estate administration fees, if any, and intermediation fees, including the expenses necessary to verify the suitability of the applicant or his guarantor;

VIII – pay taxes and fees, as well as the complementary fire insurance premium, which affects or may affect the property, unless otherwise expressly provided for in the contract;

IX – display to the lessee, when requested, the receipts related to the installments that are being demanded;

X – pay extraordinary condominium expenses.

Single paragraph. Extraordinary condominium expenses are understood as those that do not refer to routine building maintenance expenses, especially:

a) renovation works or additions that are of interest to the entire structure of the property;

b) painting of the facades, gables, aeration and lighting wells, as well as the external frames;

c) works aimed at restoring the building’s habitability conditions;

d) labor and social security indemnities for dismissal of employees, incurred prior to the start of the lease;

e) installation of security and fire, telephone, intercom, sports and leisure equipment;

f) decoration and landscaping expenses in the common use parts;

g) constitution of a reserve fund.


+ Take advantage of Lopes Property Rental and Management services!


Art. 23. The lessee is obliged to:

I – timely pay the rent and lease charges, legally or contractually required, within the stipulated period or, failing that, by the sixth business day of the month following the due date, in the leased property, when another location has not been indicated in the contract ;

II – serve – if the property for the agreed or presumed use, compatible with its nature and with the purpose for which it is intended, and must treat it with the same care as if it were yours;

III – return the property, at the end of the lease, in the state in which it was received, except for deterioration resulting from its normal use;

IV – immediately bring to the attention of the lessor any damage or defect which it is responsible for repairing, as well as any disturbances by third parties;

V – carry out the immediate repair of damages to the property, or its facilities, caused by you, your dependents, family members, visitors or agents;

VI – not to modify the internal or external form of the property without the prior written consent of the lessor;

VII – immediately deliver to the lessor the documents for the collection of taxes and condominium charges, as well as any subpoena, fine or requirement from a public authority, even if addressed to him, the lessee;

VIII – pay telephone and electricity consumption, electricity and gas, water and sewage expenses;

IX – allow the inspection of the property by the lessor or its agent, by a prior combination of day and time, as well as admitting that it is visited and examined by third parties, in the case provided for in art. 27;

X – fully comply with the condominium agreement and internal regulations;

XI – pay the surety bond premium;

XII – pay the ordinary condominium expenses.

1st Ordinary condominium expenses are understood as those necessary for the respective administration, especially:

a) salaries, labour charges, social security and social contributions of condominium employees;

b) consumption of water and sewage, gas, electricity and power in areas of common use;

c) cleaning, conservation and painting of facilities and facilities in common use;

d) maintenance and conservation of hydraulic, electrical, mechanical and safety facilities and equipment in common use;

e) maintenance and conservation of facilities and equipment for common use intended for the practice of sports and leisure;

f) maintenance and conservation of elevators, electronic intercom and collective antennas;

g) minor repairs to the premises and electrical and hydraulic installations in common use;

h) apportionments of the outstanding balance unless referring to a period prior to the beginning of the lease;

i) replacement of the reserve fund, fully or partially used to cover or supplement the expenses referred to in the preceding paragraphs, except if they refer to a period prior to the start of the lease.

2º The lessee is obliged to pay the expenses referred to in the previous paragraph, provided that the budget forecast and the monthly apportionment are proven, and may require proof of them at any time.

3 In the building made up of autonomous real estate units, owned by the same person, the lessees are obliged to pay the expenses referred to in § 1 of this article, provided they are proven.


I hope these tips have helped you to resolve your doubts about real estate rental.


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.

Discover the best releases on our website

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!