Morada Imóveis · Marketing, automation and brand · 2026
A marketing team made of workflows
Seven fronts, from regional search research to Instagram, ads and the CRM.
A small real estate agency, run by my family, with no marketing team. I built one with AI, and kept a human at the steps that matter.
Fact sheet
- Role: all of the marketing: strategy, brand, workflow design, automation, editing and approval
- Period: 2026
- Team: me, with my father and the photographer feeding listings
- Scope: SEO content, social media, listing photos and video, brand system, site audits, ads and CRM
- Key result: seven automated fronts reading one brand DNA
Context
Morada Imóveis is my parents' agency in Caratinga, Minas Gerais. The goal was quality content for the site, Google Business Profile and Instagram, every week, grounded in SEO, AEO and GEO, without hiring a team.
The problem
Each listing needs photos chosen and treated, a carousel, a caption, ideally a video, and someone to post it. The site needs articles people actually search for. Ads and leads need watching. A small business does none of this by hand for long.
What I built
Seven fronts that share the same Morada DNA and design system, mapped below. Most run on their own and stop for my approval; the AI lot videos stay hands-on. The workflows are agnostic: with another project's DNA, the same copy intelligence and audits run for a different brand.
Key decisions
| Evidence | Decision | Trade-off |
|---|---|---|
| A wrong detail on a listing costs trust | Human approval before anything goes public | Not fully automatic |
| The people feeding listings are not technical | Input is just a Drive folder | More work inside the workflow |
| Topics chosen by guesswork don't get found | Articles start from research on regional searches | A research step on every cycle |
| Many templates drift apart over time | One design system and one DNA for every front | The brand had to be rebuilt first |
Results
Articles, carousels and listing reels are published continuously by the automation, many more than the first batch written by hand. No performance metrics are claimed yet.
What I learned
- The best automation keeps a human at the one step that matters.
- A simple input wins adoption. A folder is enough.
- Build the DNA once and every workflow gets better, for this brand and the next.
The system
One brand DNA, seven fronts.
Every front reads the same Morada DNA and design system. The workflows are agnostic: with another project’s DNA, the same copy intelligence and audits run for a different brand.
Shared by every front
- Morada brand DNA
- Design system and mascot
- Agnostic skills
- 01Content pipelineRegional searches in, article, carousel and post outAutomated · 3 approvals
- 02Listing photosDrive folder in, sale or rental post outAutomated · 1 approval
- 03Brand systemMascot, illustration, palette and templatesUsed by every front
- 04Listing videosListing photos in, narrated walkthrough reel outAutomated · I validate at the end
- 05AI lot videosDrone footage and an idea in, AI scenes and stories outManual and creative
- 06SEO, AEO and GEO auditsThe site in, a prioritised fix list outPeriodic
- 07Ads and CRMMeta and Google Ads campaigns, leads into KommoAlways on
01 · Automated · 3 approvals
A linear content pipeline
Search demand decides the topic. The same article then feeds the site, the carousel and the Instagram post, with me approving at three points.
Articles on the site- Research what people in the region search for about real estate
- Write an article built for SEO, AEO and GEO
- Preview sent to me by emailI approve
- Published on the site
- Carousel copy written from the articleI approve
- Carousel generated with imagesI approve
- Scheduled on Instagram
02 · Automated · 1 approval
Listing photos to finished posts
The photographer only uploads to a Drive folder. The AI picks the best shots, fixes what hurts the listing (overhead wires, crooked lines, clutter) with Nano Banana, and places them on the sale or rental template.
- Photographer uploads the photos to Drive
- The AI is notified and picks the best shots
- Photos cleaned up with Nano Banana
- Placed on the sale or rental template
- Preview with captionI approve
- Scheduled on Instagram
BeforeAfter
03 · Used by every front
A brand system the workflows can follow
I rebuilt the Morada identity as a system, so every workflow produces pieces that look like the same brand. Each project keeps its own DNA and design system, which is what makes the workflows reusable for other brands.
Colour
- Navy
#0A1F3BStructure, titles and primary actions - Terracotta
#9E6C54Accents and calls to action - Off-white
#F3EEE6Main background, text on navy - Graphite
#32363ABody text - Warm grey
#A8A49EBorders and fine details
Type
- Display
- Now Light 30064 or 48 px
- Headings
- Now Regular 40040 to 20 px
- Body
- Poppins Regular 40016 or 14 px
- Labels, prices, buttons
- Poppins Medium 500By component
Logo system
- PrimarySite and print
- InverseDark backgrounds
- ReducedWhen the context already says real estate
- MonogramAvatar, favicon and watermark
- Roof symbolGraphic detail, never below 24 px
Mascot
Venvanse, my dog, in three approved treatments. No tail, ever: it is in the rules.
A · Natural 3D
B · Illustrated 2D
C · Cartoon
In use
04 · Automated · I validate at the end
Listing videos from photos
Even weak listing photos become a walkthrough reel. Each photo turns into vertical frames in Google Flow, the frames into takes in Omni, and the best part of each take into a tour edited in HyperFrames, with the house narrator (Gemini TTS, Kore voice), the house captions, sound effects and an original track in the Afrobeat rhythm we set as Morada’s sound. I only validate the end result.
- Listing photos in
- Vertical frames in Google Flow
- Camera takes in Omni
- Tour, narration, captions and Afrobeat track in HyperFrames
- Final cutI validate
- Posted to Instagram
05 · Manual and creative
AI videos for land and stories
The one front that stays hands-on. A lot has nothing to film yet, so each video needs its own idea: the land lifting out of the ground, a timelapse of what could be built, or a family story told entirely with AI, my clone included. I direct the scenes and edit them myself.
06 · Periodic
SEO, AEO and GEO audits
A skill audits the site on a schedule. It reads each page through five lenses, labels every piece of evidence for what it is, and returns a short list of what to fix first. It is agnostic: point it at any site.
In
imobiliariamoradaimoveis.com.br
A sample of pages by type: home, listings, articles, contact
Five lenses
- 01Access and discovery
- 02Intent and quality
- 03Self-contained answers
- 04Trust and entity
- 05Next step
Every claim is labelled
- Observed
- Page claim
- External source
- Hypothesis
- Not verified
Out
FindingFix first
- Evidence
- Consequence
- Action
- Effort
- How to verify
FindingNext
FindingTest
07 · Always on
Ads and CRM in the same project
Google Ads runs in three campaigns, set up and adjusted through the API. Meta Ads was audited and cleaned up. Every message from WhatsApp and Instagram lands in one Kommo pipeline, tagged by intent, and the qualified and won leads go back to Google Ads as conversions, so the campaigns learn from real outcomes.
Where leads come from
- Brand
- Property search
- Owner capture
- Audited and cleaned up
- Site
One Kommo pipeline
- Incoming
- First contact
- Discussion
- WonLost
Tagged by intent
- Buy
- Rent
- List my property
Qualified and won leads go back to Google Ads as conversions