Customer experience becomes a strategic variable in the real estate market, highlights panel at Secovi-SP Convention

Customer experience (CX) has become a strategic variable for real estate developers and builders, requiring continuous alignment between sales promises and post-handover. Debates at the 23rd Secovi-SP Convention show the buyer journey goes beyond the physical product, demanding operational consistency and visual clarity from the client’s very first touchpoint.

What is relevant about customer experience in the real estate market

During the 23rd Secovi-SP Convention, the debate brought together industry leaders to discuss how the consumer journey has come to dictate the sustainability of real estate businesses. The paradigm shift moves the exclusive focus away from the land or the finished product toward managing client perception throughout the entire relationship lifecycle.

The buyer profile has become more demanding, agile, and well-informed by new research tools. Concurrently, presented data highlights demographic shifts in purchasing decisions: over 62% of men purchase real estate based on a woman’s decision, and women also already sign nearly 48% of financing contracts independently.

Practical criteria for evaluating the journey and reputation

Flawless execution of the basic process, such as strict adherence to deadlines and transparency in customer service, underpins corporate reputation. Structured practices are reflected in objective market indicators, such as 8.7 ratings on public review platforms and client approval rates exceeding 95% at project handovers.

The transition between construction delivery and property management also shapes CX. Revenue guarantee solutions presented at the event showcased 12 years of operation and over 7 billion reais in protected fees, reducing HOA dues by 20% to 30% and offering benefits such as up to 24 months of fee freezes for developers’ inventory.

Next steps for project and communication decisions

To avoid misalignments between sales promises and real post-sale experience, developers and architecture firms must integrate technical accuracy into product presentations. Project visual clarity from launch ensures that expectations generated during sales are strictly met at handover.

Operating since 2016 from Uberlândia, MG, GRON 3D develops architectural visualization solutions, electronic scale models, and 3D rendering aimed at aligning launch materials with the construction reality of developers and builders.