In the real estate market, digital transformation has been one of the main factors for the success of real estate agents. From creating an effective website to smart use of social media, mastering digital marketing is essential for those who want to stand out. With this focus, the Brazilian Institute of Professional Education (IBREP) offers courses related to real estate marketing and prepares professionals to optimize their sales and improve the quality of the services provided.

"Our course was developed with the goal of training brokers prepared for the challenges of the current market. We know that digital marketing is a powerful tool to reach clients more strategically, so we included a specific Marketing discipline. In it, we cover everything from the main communication tools to effective strategies for advertising properties on social media," says Diogo Martins, CEO of IBREP. The course includes, among other practices, the creation of optimized websites, the use of targeted ads, and the implementation of virtual tours, which expand the reach of offers and increase conversion chances.

Rafael Landa, a professor of the Marketing and Sales Practice course at IBREP, emphasizes that it is essential for brokers to adopt a strategic stance. “At IBREP, we teach how to position yourself digitally, understand the client, and use social media as an effective showcase. Creating attractive content, with targeted ads and the use of virtual tours, can make a difference in the buyer's decision,” explains the professor. According to him, digital marketing for brokers goes beyond traditional sales techniques, as it is necessary for the professional to build trust through authentic communication and personalized service.

Check out the main tips for standing out in digital marketing in the real estate market:

Digital positioning and creative contentAccording to the professor, it is essential to establish a strong presence on social media and other digital platforms. "Use your website and social media as showcases for the properties, ensuring good visual presentation and clear information," he/she/they highlights. Landa explains that the professional needs to create relevant content that adds value for the client, instead of focusing only on sales. Furthermore, by producing relevant content, your audience can better understand the real estate market, and at the same time, your authority is reinforced in the segment.

Strategic use of social networksUse social media to build a relationship with the customer and create authentic and consistent communication. It is important to leverage the platform features, such as paid ads and targeting, to reach the right audience.

Virtual Property TourRafael emphasizes during the classes that another way to stand out is through immersive experience with virtual tours of the properties. According to him, this allows clients to explore properties interactively and remotely.

Targeted online advertisingOnline ads are one of the main digital marketing tools for real estate agents and allow reaching a broader audience while being highly targeted at the same time. Using platforms like Google Ads and Facebook Ads, it is possible to create targeted campaigns based on factors such as geographic location, specific interests, and search behavior of potential customers. This segmentation helps optimize marketing efforts by directly reaching the most relevant audience and thereby increasing the chances of conversion.

Search Engine Optimization (SEO)One of the main digital marketing strategies for real estate agents is to ensure that their website is optimized for search engines. By using relevant keywords in the content, you increase the site's visibility by making it easier for it to be found by users who are actively searching for properties to rent or with

The current market has changed, and the customer has become the center of all strategies. In this context, the competitive advantage lies in the hands of companies that quickly adapt to the scenario and are able to keep up with consumer transformations. Therefore, continuously seeking knowledge is a fundamental element for any professional or brand aiming for success, especially for those working on the front line in customer service.

According to Salesforce, over 90% of consumers say that a positive experience makes them buy again, while Statista indicates that 83% consider customer service crucial for brand loyalty. Furthermore, Zendesk reveals that over 60% of customers value quick problem resolution, while long wait times frustrate more than half of consumers.

According toAlexandre Slivnik, who is also an expert in service excellence and vice-president of the Brazilian Association of Training and Development (ABTD), leaders and customer service managers face the challenge of maintaining high standards of excellence while keeping up with changing consumer expectations, technological innovations, and new industry practices. "Continuous learning becomes an advantage, as it allows these professionals to always be prepared to meet the growing demands for high-quality attention and a personalized experience," he says.

The pursuit of knowledge, when well-structured, ensures the enhancement of leaders' technical and interpersonal skills in the sector, while also strengthening the culture of excellence within organizations. Trained professionals aligned with market changes are more capable of offering quick and efficient solutions, handling complex situations, and promoting empathetic and assertive communication with clients. "Furthermore, continuous training promotes the development of a growth mindset, which is essential for teams to feel motivated and engaged in seeking constant improvements," he/she/they points out.

By elevating the level of professionals, it is possible to positively impact areas such as productivity, organizational climate, and talent retention. Organizations that encourage the qualification of their employees also reduce recruitment costs, promoting a collaborative and innovative environment that stimulates the exchange of ideas, the identification of new opportunities, and quick decision-making in changing scenarios.

“Magic Strategy”: an immersion in service excellence

A practical and highly recognized example of how continuing education can transform the performance of leaders and teams is the training “Magic Strategy, led by Alexandre Slivnik. The one-week immersion, held in Orlando, offers participants a unique opportunity to learn from the behind-the-scenes of Disney, one of the world's leading references in customer service.

During the course, leaders are exposed to the best practices in customer service and management strategies that transformed the brand into a global icon of service excellence. The program is designed so that participants can directly apply these concepts in their daily business operations, resulting in a significant improvement in customer service quality and team engagement.

"When we talk about continuing education, we are referring to an endless journey. We never stop learning – and we should never stop. Constant training is a necessity to develop new skills, but also to keep our brains active, our empathy sharp, and our problem-solving ability high," he emphasizes. The immersion is an opportunity for leaders to reinvent themselves and bring these lessons of excellence to their companies, ensuring top-level customer service.

The success of customer service bots, so popular in recent years, is not solely determined by their technological capabilities. Robots are efficient in automating processes and the agility they bring to companies across various sectors, but it is human skill that ensures the most complete and effective experience for the consumer, says William Dantas, Data Director at NeoAssist.

“Bots enable agile service and are capable of interpreting everything from basic requests to more complex demands, depending on their level of elaboration. They can provide instant responses and reduce waiting times. But this only happens because technology is capable of learning from interactions between people; it is also clear that, at times, human assistance is essential to resolving a case,” explains the Director.

With automation of basic issues, operators can focus on more complex demands, promoting a resolution-focused service. In other words: instead of creating distance, bots are actually an opportunity to facilitate service and personalize it more quickly. The operator's role in this case is even more important because it becomes less operational and much more strategic, he continues.

But a successful automation requires a robust backend system. Using an omnichannel platform is also crucial to integrate communication channels, allowing the company to have a unified and comprehensive view of each user's history, enabling the identification of the appropriate solution regardless of the channel chosen by the consumer.

"Our motto is to be present wherever the customer chooses, offering the best service. Having technology as an ally at this moment is what allows us to expand the range of contact points while maintaining the quality standard," says William. At a later stage, defining service metrics helps identify the status of each service and what is needed to improve them.

Finally, William states that continuous training of the teams is essential to ensure this quality standard. "Empathy, proactivity, and the ability to handle complex situations are critical factors that complement the intelligent use of technology. Therefore, training operators, reducing bureaucracy, and improving metrics such as Average Handling Time (AHT) and First Call Resolution are measures that directly impact customer satisfaction," concludes Dantas.

Push notifications – or push notifications – are those alerts we receive through apps or websites on our smartphones. The types of push notifications can vary widely, from contact maintenance reminders, sales promotions, payment reminders to service status updates, creating personalized opportunities for interaction between companies and customers.

According to specialist Victor Okuma, country manager of Indigitall in Brazil, this technology is evolving, making it possible to identify trends for this resource by 2025. Indigitall is a Spanish platform that recently entered the Brazilian market. Among other contact and relationship channel automation solutions, the company is a reference in the development and supply of push notifications in the global market, including integration with artificial intelligence. "AI, for example, can be used in push notifications to map consumer preferences and habits, ensuring that messages arrive at the right time and with the appropriate content," she explains.

According to the expert, the top five Push Notification trends for the next year are:

01 – Use of media (gifs, images and videos)Push notifications are evolving beyond simple informational texts, incorporating multimedia content such as gifs, images, and videos, providing a more engaging experience for the user. This not only highlights the communicated product or service but also makes the notification more interactive and visually appealing, increasing the chances of being accessed by up to 45% compared to a normal push notification and thus establishing itself as a powerful engagement channel.

02 – Interactive buttonsWith the addition of buttons, push notifications offer direct action options such as "Buy now," "Learn more," "Chat on WhatsApp," or "Add to cart." This approach simplifies user interaction with the brand, reducing the number of steps needed to complete an action, such as making a purchase or accessing an offer. These buttons are still customizable with multimedia content, such as gifs and images, resulting in a higher conversion rate.

03 – Artificial intelligenceThe integration of AI into push notifications is becoming a dominant trend. AI is capable of identifying the best communication channel with the customer, such as WhatsApp, email, or website, and can optimize campaign targeting based on previous interactions. Furthermore, AI determines the ideal moment to send the notification, increasing engagement chances. In other words, the brand's message tends to reach the consumer at the moment when they are most likely to open, read, and stay connected to the app or the company's website, explains Okuma. "This enhances the effectiveness of the campaigns," he/she/they completes.

04 – Segmentation by groupsAdvanced tools enable much more precise and efficient segmentation of customer profiles, using behavioral, demographic, and individual preference data. This allows grouping users into specific segments, such as purchasing habits, interests, interaction history, and even geographic location. With this segmentation, push notifications respect the right context and the most opportune moment for interaction with the brand, significantly improving the user experience.

05 – EncryptionAs a trend, encrypted push notifications are arriving, meaning those that preserve privacy and ensure the security of exchanged information, preventing fraud and unauthorized access. This technology protects sensitive information, such as personal data and financial transactions, throughout the entire communication process. With this feature, companies offer a safer and more reliable environment, increasing customer trust when interacting with the brand through push notifications and other forms of digital communication. This technology is widely used by banks and financial sector companies, often replacing channels like SMS with encrypted Push notifications.

06 – Centralization of communication through a “Customer Journey”:The Indigitall specialist observes that, just as important as the mentioned items, are automation, integration, and centralization of a company's communication channels with its audience. The unification of this entire flow into a single platform allows brands to access privileged information, cross-reference data, and from there, adopt practices and strategies that are highly customer-centric, which will later lead to greater engagement with promotional messages notified via push. The Indigitall executive describes: "For example, after a checkout on the website, the customer can receive a message from the company via WhatsApp or email – even an audio message from the company's CEO thanking them. This generates satisfaction. Subsequently, when receiving a promotional push notification, the customer will be more likely to open it. It's the type of solution that the manager defines as a complete flow of the entire customer journey, automated and integrated into a single platform, 'one of Indigitall's differentiators,' as he emphasizes.

According to the Indigitall executive, these innovations demonstrate the growing impact of technology on the global scene, with companies from various sectors seeking more efficient and personalized solutions. A startup, for example, is present in 14 countries, serving more than 200 clients, including major brands such as Claro, Movistar, Televisa, Starbucks, Carrefour, Bankinter, among others. Two of the biggest football clubs in Spain and the world, located in the Spanish capital (home city of Indigitall), are also clients: Real Madrid and Atlético Madrid.

Headquartered in Spain, the company is especially focusing this year on its operations in Brazil and the United States, after raising 6 million euros in April in a funding round in its home country. "We are just starting now. But by 2025, we plan to double our operation in Brazil," says Okuma. Indigitall is an official partner of Meta (WhatsApp, Instagram, and Facebook) and, in Brazil, already serves the national operations of McDonald's and Verisure.