Real estate online marketing craze: nearly half of real estate transactions are online

In the past two years of real estate online marketing, nearly half of the transactions

　　Text/Photo: Liu Liqin, All Media Reporter, Guangzhou Daily

　　Due to the rare long version of the May Day Golden Week in recent years, this May, real estate companies have taken a lot of marketing actions.

However, compared with last year's huge live broadcast and online marketing, the popularity seems to have dropped a lot this year. Only the leading real estate companies such as Country Garden disclosed that the live broadcast of the house purchase festival has achieved a beautiful report card performance.

A few days ago, Tmall Haofang released a new strategy, which is also a new signal for the industry to explore the direction after the first anniversary of the digital marketing boom in the real estate industry.

In fact, since the housing market rebounded after the epidemic in May last year, real estate companies have started online marketing. After a year of development, the industry has become increasingly differentiated. Some real estate companies have retired in a rush, some came to an abrupt halt, and others Has been groping and reforming, and gradually formed its own characteristics.

According to industry insiders, the digital transformation represented by shells has gained favor in the capital market, which also makes some real estate companies see marketing business as the next growth potential.

Nearly half of real estate transactions are online

　　In the past two years, profound changes have taken place in the real estate online transaction service industry.

What is the current state of digital marketing for real estate companies?

　　It is reported that over 90% of the current top 50 real estate companies use their own digital platforms. Real estate companies generally have self-built mini programs and APPs. When buyers enter the program, they can browse the sub-regional real estate and search bar. And other columns, and most of the platforms are also marketing platforms for real estate enterprises.

Crane's survey results show that currently, most of the projects that are sold through its own platforms such as small programs for real estate enterprises account for 10% to 20%.

However, most real estate companies have not carried out large-scale promotion, and online transactions mainly rely on the online conversion of offline customers, the old and the new, and the forwarding of employees.

　　However, the situation is changing, and leading real estate companies continue to innovate and explore.

Country Garden entered the booming live broadcast e-commerce ecosystem in 2020, creating the first "5 Love and 5 Live House Purchase Festival".

In November of the same year, a new marketing method was launched on Tmall, where the president live broadcasts the goods, and the total estimated transaction amount is more than 7 billion yuan.

The "Live House Buying Festival" launched in May of this year once again achieved impressive results: 31,605 discounted house purchase vouchers were sold on the three major platforms in just 10 days, and the subscription amount was 14.3 billion yuan on the Phoenix Cloud Mini Program alone. Source 17827 sets.

Data shows that a total of more than 170,000 groups of customers completed online subscriptions through the Phoenix Cloud platform throughout the year, and nearly half of Country Garden's transactions nationwide were completed through Phoenix Cloud online subscription + ASM self-service machine subscription.

Live broadcast into the basic skills of sales staff

　　Under the opportunity of digitalization, Vanke, Sunac, Longfor, and Sino-Ocean have successively established self-built channel agency companies.

　　Judging from the market situation this year, the gameplay of digital marketing has become more abundant.

Mr. Su, the person in charge of marketing for a project in Foshan, told reporters that live broadcasting had just emerged in the real estate industry last year. Many projects opened online sales departments, and sales became anchors.

　　The smart marketing platforms of various real estate companies usually already have full-process marketing functions such as customer extension, reporting, visits, subscription, signing, commission settlement, and risk control.

However, the digitization of real estate transactions is not simply e-commerce, but a transformation of the entire industry chain that links consumers, real estate brokers, and real estate developers.

Shell's digital transformation has gained favor in the capital market, and some real estate companies regard marketing as a potential business after the spin-off and listing of property management companies.

　　A few days ago, Tmall Haofang released a new strategy. This is a new digital strategy launched by it for consumers, developers and brokerage industries after its establishment of a digital platform last year. In short, it is "the whole chain of online and offline "Road"-there are marketing channels and customer acquisition channels, cable online traffic import, cable offline drainage conversion, as well as online payment tools and guaranteed transaction services.

　　The marketing model innovation of real estate live broadcast is to open up the entire link of marketing resources. In addition to creating a sense of IP, it is also moving from traditional single-point communication to cluster communication to marketing conversion, gathering video numbers, emoji rain, WeChat search, Various content carriers such as official accounts, Moments of Friends, and Semantic Easter Eggs form a new output for the overall image of the brand content.