The funnel wasn't failing. It was filtering people too early.
MRV operated at massive scale — 24M+ visits, 1.4M initiated conversations. Yet users weren't struggling to browse apartments. They were struggling to understand if they could realistically afford one.
Many users were self-rejecting before even trying. The drop-off wasn't usability — it was confidence.
Conhecer reframed acquisition as a continuous journey — behavioural signals, financing education and CRM orchestration in one ecosystem. I contributed to the strategy and led four connected experiences.
Readiness should be inferred progressively, not demanded immediately.
Before users could choose a home,
they needed to believe ownership was possible.
Visitors arriving from "How to stop renting" or "Minha Casa Minha Vida" landed directly into property listings before knowing if ownership was financially attainable. We repositioned the homepage as an orientation layer — financing-first, contextual to life moments.
Critical restraint: delay registration. Asking for personal data before users understood financing created immediate drop-off. Explore first, identify later.
Ecosystem map
From a chat home to a connected discovery flow.
The home (LLM chat) seeds intent. Every downstream surface — financing, listings, decorated-unit visits — feeds maturity signals back into CRM and broker handoff.
Helping users imagine ownership,
not just compare apartments.
Product pages packed with specs still failed the emotional question: "Could this realistically become my home?" The redesign restructured around contextual decision-making — story-style floor plans, maps, financing surfaced inline.
Key call: move financing visibility before broker contact. Users got to evaluate feasibility earlier — even at the cost of some self-disqualifying sooner.
The simulator wasn't designed
to calculate financing.
It was designed to reduce self-rejection.
Most strategic part of the work. Many users abandoned before sales contact assuming they wouldn't qualify. The simulator was redesigned as a confidence-building mechanism, not a banking calculator — minimal inputs, fast affordability signal. The goal wasn't precision. It was clarity.
Behind the scenes, simulation behaviour fed lead maturity scoring and CRM orchestration. This created the project's hardest tension: better qualification meant some users self-filtered earlier and stakeholders feared visible lead volume dropping. The bet — better-informed users beat prematurely captured leads.
The simulator had to create confidence without manufacturing false hope.
Too soft and it became misleading. Too strict and it became rejection. The whole tone of the experience lived in that narrow band.
By the time users scheduled a visit,
uncertainty should already be lower.
The decorated-unit visit was reframed as a high-intent milestone. By this point, users had ideally already explored financing, contextualised the product and built emotional connection with ownership.
Scheduling and check-in fed back into the maturity ecosystem so brokers arrived to a conversation with context — what financing the lead explored, where they paused, which life-stage signals appeared. Digital became a maturity accelerator for brokers, not a replacement.
It was designing trust at scale.
AI-assisted navigation, behavioural scoring and richer tracking raised uncomfortable questions internally.
How much qualification before human contact?
Where the digital experience stops and a human conversation starts.
When does personalisation start feeling invasive?
In an emotional, high-stakes purchase, the threshold is unusually low.
How could digital signals help brokers, not compete?
Maturity scoring as broker leverage, not replacement.
Scope spanned acquisition, CRM, scoring, content and sales tooling. Critical call: no "big bang" — most ideas shipped as progressive MVPs tied to a long-term ecosystem vision.
Strong acquisition systems
are not built by accelerating users
through funnels.
They're built by helping people feel genuinely ready to move forward.
In real estate the deeper blocker is rarely usability — it's emotional readiness. Users understand the interface and still don't progress because they fear discovering they can't afford the future they're imagining. The work was less about screens and more about timing: when to educate, when to reduce pressure, when to ask for commitment.
Some parts shipped before my departure; others stayed at strategy level. The value wasn't a single feature — it was a new acquisition philosophy: progressive readiness instead of aggressive qualification.