MRV Lovers is an initiative to recognize customers who spontaneously share, on social media, their experiences with the construction company’s properties.
According to Joice Cristina, Head of Customer Relations at MRV, the project arose from the observation of organic behavior: customers who created profiles and content narrating their journey to achieving their own home.
What is the MRV Lovers community?
MRV Lovers is a customer movement that:
- Utilizam a hashtag #MRVLovers;
- They share the evolution of the work;
- They show stages of moving and organizing the property;
- They publish reports on financing and handing over the keys.
This is not a hired influencer program. Participation is spontaneous.
The initiative emerged organically and was later structured, with the creation of a formal recognition mechanism.
When and why was the initiative structured?
In 2018, MRV identified an increase in the number of customers who:
- They created profiles dedicated to the new house;
- They produced recurring content about the purchasing journey;
- They branded the company in publications with expressions of belonging.
According to Joice Cristina, the behavior indicated not only satisfaction with the product, but pride in the achievement.
Based on this observation, the Lovers MRV project was created with the aim of recognizing real stories, expanding the reach of authentic reports and strengthening the culture of customer relationships.
How does Lovers MRV work in practice?
The process is structured in stages:
- MRV employees volunteer to participate.
- The relationship team identifies active customers on the networks.
- The employee receives the customer’s public profile.
- A personalized letter is written, based on the shared story.
- The customer receives a box with personalized household items and the handwritten letter.
There is no script, contractual requirement or publication obligation. The logic is the individual recognition of the customer, preserving their authenticity.
What is the difference between loyalty and belonging?
- Loyalty is repurchase or referral behavior.
- Belonging is the identity link with the brand.
As part of belonging, the customer publicly declares that they “have an MRV” and associates the brand with their own life path. The difference is important because belonging makes the customer recommend and talk about the brand through identification, while loyalty is more linked to a purchase and repurchase relationship.
How does Lovers MRV impact the company’s internal culture?
The initiative reinforces the customer-centric culture by:
- Connect technical areas to the real stories of residents;
- Transform indicators into concrete reports;
- Raise awareness among engineering, construction and service teams about the impact of delivery.
According to the company, the program converts metrics into human experiences, strengthening the perception of organizational purpose.
How does MRV Lovers relate to the Minha Casa, Minha Vida program?
Most of MRV’s clients purchase properties through the federal Minha Casa, Minha Vida program. In this context, MRV Lovers:
- Publicly values the achievement of owning a home;
- Expands the circulation of information about financing;
- Reinforces the perception of viability of access to housing.
By highlighting real stories, the project acts as an indirect mechanism for education about affordable housing.
What are the main questions MRV customers have about financing?
According to the company, the most frequently asked questions from MRV customers about financing They involve the down payment, available subsidies, credit approval and the steps leading up to the handover of the keys.
To answer customer questions about financing, MRV uses:
- Educational content on social networks;
- Explanatory videos on YouTube (such as the “Let’s Help” project, launched in 2022);
- Digital service via MIA, virtual assistant available 24 hours a day.
Does feedback from MRV Lovers influence MRV’s strategic decisions?
Yes. The company conducts Net Promoter Score (NPS) surveys, holds annual committees with clients and monitors interactions on social media.
According to the relationship leadership, the returns obtained contribute to adjustments in processes, communication and customer experience.
