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Jordan Hang, cousin of Luciano Hang, left Havan in 2020 and created Grupo JH, which today manages R$ 6 billion in real estate launches in the South of the country. His model is only remunerated when the sale happens, and he claims to have sold an entire building in 45 minutes.
After nearly a decade inside one of the largest retailers in Brazil, Luciano Hang’s cousin decided to change industries. Jordan Hang spent years managing Havan’s marketing, closely following the expansion of the brand founded by his cousin, but left in 2020 with a different idea in mind. What he built afterward was Grupo JH, now responsible for managing R$ 6 billion in real estate launches in the three southern states.
The trajectory of Luciano Hang’s cousin draws attention not only for the change of sector but for the business model he chose. Unlike most companies in the field, Grupo JH is only remunerated when the property sale actually happens, with no fixed commission and no charge for advertising campaigns. According to information from Exame, it is this logic of shared risk that supports Jordan’s most impressive claim: the assertion of having sold out an entire building in just 45 minutes during a launch in Santa Catarina.
Leaving Havan and Turning to Real Estate
Jordan Hang spent almost ten years at Havan, managing the marketing area and overseeing the communication operation that ran with an in-house agency within the company. It was there that he learned about a sector that, according to him, fights for very low margins and invests more than R$ 250 million a year in communication. This learning accompanied him when he decided to leave in 2020.
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The turn to the real estate market, the entrepreneur says, was born from a conversation. He met an entrepreneur from the coast of Santa Catarina at an event, and this person described a planned neighborhood to house 27,000 people.
The initial reaction was disbelief, but upon seeing the project up close, he changed his mind. What convinced him for good was the mathematics of the sector: while in retail the competition is for fractions of margin, in civil construction the remuneration runs on percentage, with brokers, managers, and partners earning based on what they sell.
A Model That Only Charges When It Sells
The main differentiator of Luciano Hang’s cousin’s business is the charging method. In the Grupo JH model, the company only receives payment when the sale is finalized. There is no fixed commission or charge for advertising campaigns, which puts the company in a position of shared risk with the developer.
Jordan summarizes the philosophy by saying that the model is entirely based on the client’s gain, making the company take on the risk and act almost as a partner of the contractor. To justify the aggressiveness of the operation, he points out that, in the worst-case scenario, the developer pays nothing and still gains in brand positioning. The financial support for this structure, according to the businessman, is the company’s own cash: the company funds the entire operation before seeing any return.
The case of the building sold in 45 minutes
The most concrete selling point of Luciano Hang’s cousin is a specific case. In Brusque, in the interior of Santa Catarina, he claims to have sold an entire building in just 45 minutes during the launch, with the entire operation carried out through a proprietary system. In Porto Belo, in the Balneário Camboriú region, he claims to reduce the commercialization time of a product from two years to 30 days.
What supports this speed, according to Jordan, is the technology developed by the group. One of the companies manages the launches from service to post-sale contractual, organizing the entire operation that, in the businessman’s discourse, transforms months of sales into weeks, or even minutes, as in the case of Brusque. In the first quarter, the group claims to have sold R$ 150 million just in the range between Itajaí and Porto Belo.
The three fronts of Grupo JH
The business set up by Luciano Hang’s cousin is not limited to a single company. Grupo JH operates with three fronts focused on the real estate market: one that manages the launches, one of technology to manage these operations, and a marketing and strategy agency. Together, they reach a volume of R$ 6 billion under management, a number that Jordan makes sure to distinguish from the company’s revenue.
The entrepreneur rejects the traditional label of a marketing agency and prefers to describe it as a strategy agency with an emphasis on communication. His criticism of the classic advertising market is structural: for him, the traditional agency separates those who serve the client from those who create, resulting in superficial communication that is distant from the profit of the payer. Therefore, he keeps the creative team within the client’s own operation, seeking to align communication and sales results.
The bet for a year of World Cup and election
For 2026, Luciano Hang’s cousin’s goal is bold: to quadruple the investment of the strategy agency, which has already surpassed seven-digit revenue in the previous year. The detail is that he bets on accelerating precisely in a year marked by the World Cup and elections, a period when some entrepreneurs tend to halt investment decisions.
Jordan’s reading is opposite to the majority. For him, those seeking revenue look for those who are compensated by revenue, which would make the scenario favorable to his business model. For now, the operation is concentrated on the Santa Catarina coast, one of the most valued regions in the country, but the entrepreneur’s plan is to expand to other states, taking outside Santa Catarina the model he developed by combining retail sales speed with incorporation result-based compensation.
What do you think of Luciano Hang’s cousin’s business model, of only charging when the sale happens? Do you believe selling an entire building in 45 minutes is sustainable or just marketing? And would you trust this type of operation to buy a property? Leave your opinion in the comments and tag that friend who dreams of investing in the real estate market.
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