---
id: imobiliario/reativacao-da-base
industry: Real estate
usage: common
effort: medium
grain: Contact x segment x campaign, with one winning segment per contact
---

# Database reactivation

Ready-made lists of lost leads that still have a chance, former tenants, owners and past buyers, each contact in a single segment and nobody who asked not to be contacted.

## Executive summary

**For:** Brokerages and real estate groups with thousands of lost leads and idle rental clients in the CRM.

**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.

**Why it matters:** Buying new leads is expensive, and the database already holds people who viewed, almost closed or rented with the brokerage. Reactivation only works if the list is right: the right contact, the right segment and no opt-outs. One message to someone who asked to leave, or to someone closing a deal with the broker, damages the relationship and the reputation of the number.

**Business questions it answers**

- How many leads lost in the last 90 days can still be reactivated?
- Which former tenants have the profile to buy their first home?
- How many past buyers could trade up to another property?
- How many contacts in the database asked not to receive communication?
- How many leads discarded without broker follow-up started talking again after the campaign?

**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

## Detailed

### The problem

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.

### Business rules

1. **The loss reason decides whether reactivation is possible.** 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. (Avoid: Reactivating every lost deal.)
2. **A declared recency window.** 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. (Avoid: Mixing a lead lost yesterday with a five-year-old lead in the same list.)
3. **Anyone in negotiation stays out.** 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. (Avoid: Sending a reactivation campaign to someone signing a contract with the broker.)
4. **One contact, one segment.** 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. (Avoid: Sending three different messages to the same person on the same day.)
5. **Consolidated opt-out before any list.** 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. (Avoid: Filtering only the opt-out of the tool that will send.)
6. **Internal contacts never enter.** 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. (Avoid: Sending the first-home campaign to your own brokers.)
7. **Minimum contact details to enter.** 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. (Avoid: Exporting the list with rental system phones that have no area code.)
8. **Portfolio segments have their own rules.** 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. (Avoid: Sending the same offer to the entire base.)
9. **Never-served leads are the best segment.** 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. (Avoid: Treating automatic discard as an ordinary loss.)
10. **Measure the return by origin.** 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. (Avoid: Crediting the campaign with every new deal in the month.)

### Common reactivation segments

Each with its entry rule and data origin.

- **Lost in the last 90 days, recoverable reason** → Recoverable lost lead
- **Automatic discard, no broker action** → Never-served lead
- **Lead in pool status** → Pool (`status_id JUNK`)
- **Rent paid in the past, none recently** → Former tenant
- **Bought years ago, value updated by FipeZap** → Trade-up
- **Bought a studio or 1-bedroom up to 2 times** → Possible investor
- **Property suspended or delisted** → Owner
- **Opt-out, block or internal contact** → Always out

### Definitions

| Metric | Definition |
|---|---|
| Recoverable lost lead | deal lost within the campaign window, with a reason outside the unrecoverable list for its lead type |
| Hot contact | contact with an open deal in a hot stage and recent movement, or with a deal won after the loss, in any pipeline |
| Opt-out | contact with a refusal in any source (declined legal basis in the marketing tool, CRM field, CRM block list), deduplicated by email |
| Eligible contact | name filled in, valid email or phone, accepts marketing, outside the opt-out and block lists |
| Former tenant | person with rent receipts in the past and none from the campaign cut-off date |
| Updated property value | purchase value x (FipeZap index for the current month / index for the purchase month) |
| Campaign return | deals created with the campaign origin and their wins, per segment, within N days of sending |

### Pitfalls

- **Opt-out from a single source.** The list filtered the email tool's refusals, but not the CRM's nor the block list, which was only accessible through the screen. How to avoid: Consolidate every source into one table before generating any segment.
- **Brokers in the campaign.** Brokers and builders registered as contacts received the first-home campaign. How to avoid: Block list by id, document and phone.
- **Campaign in the middle of signing.** Clients with a contract already sent received a message saying the brokerage missed them. How to avoid: Exclude contacts with a deal in a hot stage in any pipeline.
- **A guessed future index.** The index table had estimated future months just so the calculation would run, and the updated value came out inflated. How to avoid: Use the last published index and record its date.
- **Invalid names in the send.** Contacts with an empty name, only a surname or the property name went to the marketing tool and the greeting came out wrong. How to avoid: Require a valid first name and fix names at the source.
- **Audience too small.** The segment of tenants who reached a viewing had about a hundred people, too few as a lookalike seed. How to avoid: Use small segments for remarketing and exclusion, not as seeds.

### Acceptance test

- [ ] 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.

### Context document

```text
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>.
```

### Variations

- **Ad audiences:** 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.
- **Contact city:** 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.
- **Group cross-sell:** Owners and tenants become lists for insurance, consortium or another group company, with propensity estimated by the contract renewal month.