Lost deals, rental contracts and past sales
Recoverable reason, no hot deal, no opt-out, one segment per contact
List by segment with the best contact details
Messaging, WhatsApp agent and broker queue
What it solves
- Marketing gets lists by segment without asking the data team every week.
- Nobody who asked not to receive communication ends up in a campaign.
- A lead lost for a reason with no way back, such as property already sold or outside the region, is not bothered again.
Business questions it answers
Ask your agent these questions once the case is live.
What you need
- CRM and rental system connected to Nekt
- The list of loss reasons that cannot be reactivated, by lead type
- Every opt-out source and the list of internal contacts (brokers, managers, builders)
What you get
- A table per contact with segment, priority and campaign
- A single opt-out list consolidated from every source
- Automatic delivery of the lists to the messaging tool
- An AI agent that answers how many contacts fit each segment
Where to activate
Lists go by event to RD Station, Brevo or Wake, one per campaign, with segment and best contact details.
Never-served leads and recoverable lost leads enter the agent's or broker's queue with the property of interest and the last contact.
Answers how many contacts fit each segment and why a contact was left out, always respecting opt-out.
The segment rules are simple. The care goes into consolidating opt-out and linking rental system contacts to the CRM. The detailed view has the business rules, the pitfalls and the acceptance test. Or send everything straight to your agent with the Nekt MCP.
The database holds leads lost for very different reasons: the client bought another property, the property was already sold, the broker never followed up. Opt-out is scattered between the email tool, a CRM field and a block list. Building the list by hand sends campaigns to people who asked to leave, to the brokers themselves and to the client who is signing a contract that week.
How it is usually done, and the rule
Each row is a mistake that already happened in practice.
Keep, per lead type, the list of unrecoverable reasons. For buyers and tenants: duplicate client, fake client or broker from another agency, client already bought another property, location outside the service area, no properties with the requested features, incompatible budget. For owners: property already sold or unavailable, property irregular or without documents, critical condition, property already listed, asking price above market, outside the service area. Everything else is recoverable.
Lost lead reactivation uses a window on the deal date, for example the last 90 days. Old-base campaigns (former tenants, buyers from years ago) have their own time rule. Write the window into the segment name.
Exclude the contact who has any open deal in a hot stage (viewing, negotiation, reservation, credit review, contract sent, contract signed) with recent movement, and the contact who closed another sale or rental deal after the loss. The check is by contact, across all pipelines.
A contact can fall into several segments. Give each segment in the campaign a numeric priority and keep the lowest number. For example, in a rental campaign: recent cold deals first, then deals in the rental pool, then pool leads.
Join every refusal source: declined legal basis in the marketing tool (in RD Station, legal_bases with declined), the CRM's do-not-contact field and the CRM's own block list. Normalize email and phone, keep the most recent record per email and apply the list to every campaign.
Keep a block list with brokers, managers, partner builders and clients who asked to be removed, and block by contact id, document or phone. Brokers registered as leads and builders registered as clients are common.
Only contacts with a name and at least one valid email or phone, who accept marketing and are not blocked, enter. Get the best contact details from the single customer base: the CRM usually has better phone and email than the rental system, matching by document, then email, then phone.
Former tenant: had rent receipts in the past and none recently, for a residential property and in a rent range compatible with buying. Trade-up buyer: bought a residential property years ago, with the value updated by the FipeZap index (Brazilian property price index) within the campaign range, and did not buy again afterwards. Possible investor: bought a studio, kitnet or one-bedroom apartment once or twice. Owner: property suspended or delisted.
Lost leads with the automatic discard reason for lack of broker action never had a conversation. They go into their own list, with the property of interest, the source and the date of last contact, for the WhatsApp agent or the broker queue.
Every deal opened from the campaign carries its own source or conversion channel in the CRM (for example, reactivation virtual assistant). Campaign return = deals with that origin and their wins, per segment.
Common reactivation segments
Each with its entry rule and data origin.
Definitions
Pitfalls that already happened
The list filtered the email tool's refusals, but not the CRM's nor the block list, which was only accessible through the screen.
Consolidate every source into one table before generating any segment.
Brokers and builders registered as contacts received the first-home campaign.
Block list by id, document and phone.
Clients with a contract already sent received a message saying the brokerage missed them.
Exclude contacts with a deal in a hot stage in any pipeline.
The index table had estimated future months just so the calculation would run, and the updated value came out inflated.
Use the last published index and record its date.
Contacts with an empty name, only a surname or the property name went to the marketing tool and the greeting came out wrong.
Require a valid first name and fix names at the source.
The segment of tenants who reached a viewing had about a hundred people, too few as a lookalike seed.
Use small segments for remarketing and exclusion, not as seeds.
Acceptance test
The case is done when every item passes.
- No contact on the final list appears in the consolidated opt-out table or in the block list.
- Each contact appears in a single segment per campaign.
- No contact on the list has an open deal in a hot stage or a deal won after the loss.
- For a closed month, the number of recoverable lost leads matches a CRM count applying the same reason list (difference below 2%).
- Every exported contact has a name and at least one valid email or phone.
Agent package
Paste into Claude, ChatGPT or any client with the Nekt MCP connected.
Database reactivation - Each contact is in a single segment per campaign, chosen by the lowest priority. - Recoverable lost lead: lost within the campaign window (default 90 days), with a reason outside the unrecoverable list for the lead type. - Unrecoverable reasons for buyers and tenants: duplicate, fake or broker from another agency, already bought another property, outside the service area, no property matching the profile, incompatible budget. - Unrecoverable reasons for owners: property already sold or unavailable, irregular or without documents, critical condition, already listed, price above market, outside the service area. - Always out: opt-out from any source, block list (brokers, managers, builders), contact with a hot deal or later win, contact without a name or without a valid email and phone. - Opt-out is absolute. If asked whether a message can be sent to someone on the opt-out list, the answer is no. - Former tenant: rent received in the past and none since the cut-off date. Trade-up: old purchase with value updated by FipeZap. Possible investor: bought a studio or 1-bedroom up to 2 times. - Campaign return is measured by the own origin of the deals created from it. Client exceptions: - <client>: reactivation window of <days> days and additional unrecoverable reasons <list>. - <client>: rent range for the former tenant segment between R$ <min> and R$ <max>.
Build the "Database reactivation" case in my Nekt workspace following the rules at https://academy.nekt.com/en/industrias/imobiliario/reativacao-da-base.md. 1) Find the source tables and confirm the columns the rules use. 2) Create a transformation at the stated grain applying every rule. 3) Run the acceptance test and show me the result of each item. 4) Create the case's context document in the workspace, leaving my clients' exceptions open for me to fill in.
Variations
The same segments become custom audiences for Meta and Google: remarketing to those who viewed, exclusion of those who already bought or rented, and per-city audiences only when the city has enough volume.
With no city on the record, use the form city and, as a last resort, the city estimated from IP, Brazil only and flagged as an estimate.
Owners and tenants become lists for insurance, consortium or another group company, with propensity estimated by the contract renewal month.