Mudafy GTM brain

category

market profile

• text: Residential transactions require property discovery, valuations, advice and coordination through closing.
• text: Mudafy operates country-specific property search experiences in Argentina and Mexico and is building a network of offices and advisors.

personas

• title: Home seller
  pains:

  • Setting a credible asking price and finding qualified buyers
  • Managing visits and the paperwork through closing
• title: Home buyer
  pains:

  • Comparing suitable homes across neighborhoods
  • Navigating financing and the purchase process
• title: Real estate broker or advisor
  pains:

  • Generating and prioritizing qualified leads
  • Keeping market data, listings and client follow-up organized

icp

• text: Individuals buying, selling or renting residential property in served Argentine and Mexican markets.
• text: Real estate offices and independent advisors seeking a network, leads, training and digital tools in Mexico.

message pillars

• text: Combine a human brokerage network with proprietary technology.
• text: Support clients from search through the deed.
• text: Help agents use technology and community to grow.

objections

• objection: Can a digital platform provide personal guidance for a major transaction?
  response: Show the local advisor and office network and explain the steps from initial search to closing.
• objection: An agent already has a CRM and listing portals.
  response: Demonstrate the network's lead flow, market data and shared opportunities alongside Fénix rather than assuming a replacement is necessary.
• objection: What will selling cost?
  response: Obtain a market-specific written fee quote before promising savings; public fees were not verified.

competitors

• name: Zonaprop
  why: Property marketplace competing for Argentine home search traffic and listings.
• name: Inmuebles24
  why: Mexican property portal competing for listings and buyer attention.
• name: La Haus
  why: Latin American technology-enabled home buying platform.

keywords

• comprar departamento
• vender propiedad
• inmobiliaria digital
• tasación de propiedad
• casas en venta México
• asesor inmobiliario
• precios por metro cuadrado

voice

• Approachable and reassuring
• Practical
• Technology and community oriented

signals

• text: A homeowner is preparing a property for sale or requesting a valuation.
• text: An independent advisor or office seeks more leads and market data.

stack

• Fénix CRM
• Meta

pricing

motion

channels

• SEO
• property marketplace
• agent network
• LinkedIn

confidence

Founders

• name: Luqui Díaz
  title: Founder
  role: Founder
• name: Franco Forte
  title: Founder
  role: Founder