Online live broadcast with goods to sell houses, in foreign countries in fact, there are real estate auctions in Australia, New Zealand, accept buyers from all corners of the world to rush to auction.
Domestic live broadcast house selling, in February this year, was suddenly applied by developers in a large area, because the Spring Festival was originally the peak of the returnees to buy houses, but some cities were affected by the fact that the sales department could not be opened, and another way was opened to open a path for online live broadcasting to sell houses. Sunac, Country Garden, Evergrande, etc., even if the e-commerce experience of housing enterprises is not rich, but in less than a month after the outbreak of the epidemic, a complete sales chain has been built.
"A sister with goods" Wei Ya, Hunan former host Li Xiang are famous enterprises Forte, R&F Real Estate live broadcast house sales, as well as various housing enterprise intermediaries competing to launch live house sales, VR sales, online delivery meetings and other tricks.
Graph network
Graph network
According to a statistic, 154 of the top 200 real estate companies in the current sales list have opened online marketing, and more than 140 housing companies have restarted or launched new online sales offices. Among them, more than 90% of the top 100 housing enterprises have initiated online sales offices.
However, all kinds of fancy online house sales, the effect is not satisfactory. There are very few deals, and it is more of a marketing gimmick. After all, the particularity of the natural high value of the property determines that it must be difficult to suddenly appear "explosive" live broadcast. Some data show that most of the current live broadcast house sales are to earn "shouting", see more and buy less.
Taobao live data shows that from the second half of 2019, the automobile, major appliances, books and other industries have sprung up. In the top ten industries by turnover and penetration, real estate is not on the list as a large transaction. In addition to the high unit price, strong professionalism, too much supply, prudent decision-making, etc., false publicity, mismatched goods, delivery quality, etc. have always been pervasive in the real estate industry.
Live streaming the field of selling houses with goods
What are the legal key points?
What do buyers need to pay special attention to?
"I Love My Home" invitation
Mr. Wang Mengdan, Mr. Rayleigh Law Firm
Interpretation for you
How to ensure the delivery standards of the hardcover
Even after going to the sales office to see the house, there will be many disputes in the follow-up, so the housing transaction of the live broadcast house will also face a lot of uncertainty. The delivery of the hardcover house intended to be purchased will involve the house decoration standard, so the quality of the materials used is also very important for the buyer, it is recommended that you still go to the sales department for field investigation. Only the listings that can be seen and seen clearly will be truly willing to trade online.
Is there a reasonable "remorse mechanism"
Most netizens have been accustomed to returning goods for seven days without reason, but the house is a commodity, and after it is easy to get started, in case you are not satisfied, it is not easy to return. Although most of the current housing enterprises in online sales have a "no reason to check out" clause, if the housing enterprises themselves have great financial pressure, it will often lead to the difficulty of refund and check-out.
The environment cannot be panoramic
The visual impact of the live broadcast is very large, the picture sense of the room is very beautiful, and the advantages are fully displayed with the anchor's kind words and recommendations. But the sensory experience of cyberspace is limited. The experience of the living environment should also include various supporting facilities nearby, transportation, schools, hospitals, businesses, etc. These comprehensive experiences are difficult to achieve through limited live broadcast time and live broadcast space.
The high value of the house determines that it needs to be repeatedly examined and discussed before it can be decided to buy. It is different from ordinary goods, not online through the video can be fully understood, on-site viewing, actual experience, intuitive feeling of the surrounding environment, etc., many factors are indispensable. Live viewing can achieve pre-selection, but before the deposit is paid, it is still recommended that everyone visit the house on the spot.
From Li Jiaqi to Wei Ya, and then to Luo Yonghao; from the little Zhu Pei "Qi" to no one can "Zu Lan" I "Xia Dan", and then to the CCTV Boys ensemble, live broadcast with goods, subverting the imagination of many people. But when houses worth millions of yuan, or even tens of millions of yuan, were sent to the "cloud", after all, there are still different lipsticks and masks, sweet potatoes and headphones, and there are still very few dealers. As a new model in the field of real estate sales, "live selling" is a coping strategy in a special period, and the current effect is not obvious, and it is worth exploring in the future.
Source Radio Real Estate Studio