Real estate has the attributes of bulk, high price, low frequency, etc., so how to do a good job in online precision marketing? This article disassembles the main transaction process of customers, analyzes the digital marketing ideas of real estate, let's take a look.
We will focus on the life journey of customers to buy houses, and analyze how to carry out full-link operation and create their own private domain traffic pool. Discuss the path and way to strengthen the construction of self-built channels and improve the old and new transactions to pull through the digital marketing of real estate.
Let's start with a little story, when you want to buy a house, how do you do it.
In the old days when the seller was king, houses were bought in a hurry, and sometimes they had to pay for tea to buy a house. The information dissemination channels are also relatively limited, mainly paper media, large-screen advertising, television and other communication channels, and more rely on offline access to housing information.
Nowadays, in the buyer's market, we have a wider way to obtain information, VR viewing, short video, live broadcast and other ways to make it more convenient for customers to understand the housing information, and some customers will also understand the explanation of professionals on the official account, Zhihu, Xiaohongshu, Douyin, Kuaishou and many other platforms, and the customer's decision-making path is also longer.
The main process of the entire customer's transaction is dismantled, which is mainly divided into customer acquisition, interaction, conversion, repurchase, fission and other steps, which will be unfolded one by one.
1. Customer acquisition
There are two main forms of real estate marketing trading platform, the first one: "online + offline" model, which is mainly to earn commissions, and the core competitiveness is a huge offline network. The other is the "traffic model", which is mainly to earn advertising fees, and the core competitiveness is abundant online traffic.
1. Online
Real estate information platform, common shell, Anjuke, Q housing network, etc., these platforms show a wealth of real estate information, traditional pictures, videos, comments, questions and answers, building books and other introductions have no longer meet the needs of customers to see the house, the new VR viewing, real estate aerial photography, 3D lighting, noise evaluation and other modules make the details of the real estate more diversified, the main without leaving home, you can understand the details of the real estate. At the same time, it also provides real estate reviews, establishes a discussion group for buying a house, and creates a more open discussion community.
The traffic of this kind of information platform is generally relatively abundant, and some port traffic will be sold to give the brokers the opportunity to show, and the brokers are responsible for undertaking the traffic entering these platforms.
The online sales platform is similar to the real estate information platform, and here it is more about the WeChat sales applet with the developer as the main body, such as Vanke's Easy Selection, Longfor's U Xiangjia, Yuexiu Fangbao and other platforms. We can see that the difference in the functions of these mini programs is relatively small, they focus on the group's private domain, and will hold various preferential activities to guide customers to pay attention to the official official account, precipitate customer resources, and provide national home purchase services, owner services, and other business service entrances.
As the official salesman, they are more familiar with the project, can better serve customers, provide customers with richer real estate information, and answer questions.
Mini Programs belong to the WeChat ecosystem, and most of them are bound to Official Accounts and Video Accounts. After customers pay attention to the official account, real estate companies can push template messages, push real estate dynamics and activities, better operate customers, and complete conversion. Articles published on the official account can also be synchronized to the housing journal module of the Mini Program, reducing the operation of repeated publishing. On the one hand, the videos and live broadcasts in the video account can enrich the content of the platform, and on the other hand, let customers understand the real estate information more intuitively.
The new media platform, at present, Douyin and Kuaishou want to get a piece of the real estate pie, and the Douyin real estate business platform has a related clue version, and the follow-up will build a related business platform "Juhao Fang", and build a full link of "content-room-clue-transaction"; At the same time, self-media people will also open more platforms such as video accounts and Xiaohongshu accounts to create personal IPs. In addition, real estate companies will also register official accounts to create relevant real estate matrices.
New media platforms mainly acquire customers through high-quality content, such as graphics, videos, and live broadcasts. In 2020, when the new crown was rampant, there were already players entering the market. Through professional real estate knowledge, detailed explanations of the real estate, Q&A, etc., the anchor completes the online collection of customers, and then guides the offline viewing to promote the transaction process.
2. Offline
Second-hand intermediary stores, this is a more common way, in addition to second-hand, intermediary stores will also undertake the business of new houses. Intermediary stores such as Zhongyuan, Beike, and Leyoujia have a large number of offline customers, and some small intermediary stores will join the distribution platform to provide channels for developers to quickly remove through two-three linkage, and second-hand intermediaries can also obtain additional income.
In some popular business districts, subway entrances and other places with large foot traffic, carry out operations such as distributing flyers and placing booths to promote the project to obtain new customers. This method is inefficient, and the flyers sent are often ignored. Follow-up printing the channel code on the flyer, you can more accurately judge the efficiency of expanding the channel, and you can get customers through small prizes.
2. Interaction
Creating interaction between employees and customers strengthens the connection with customers to drive conversions. At that time, popular mini programs such as Jiatui and Siwei Business Card provided employees with certain content to reach customers, such as pictures, information, dynamics, documents, videos and other content. These contents are equipped with contact points, which can capture the customer's browsing track, how many times the customer has browsed, how long they have watched it, and what module content they pay more attention to, the system can better analyze it, get the customer's portrait information, and help employees identify the real needs and purchase intentions of customers in an all-round way, and win customers.
Establish interaction between the platform and customers, make customers more engaged, and increase user loyalty to the platform. Most of the platforms provide IM services, and when customers consult real estate related information online, the intelligent robot can reply and complete the operation of electricity set, which provides great convenience for salesmen. In addition, the planning will plan a series of large-scale activities according to the time node, such as lucky draws, assistance activities and offline registration activities.
Attracting users to participate through more interesting ways such as prize activities can increase the traffic of the platform on the one hand, and on the other hand, it can attract traffic to the designated real estate and attract customers offline at a lower cost.
3. Transformation
When the user collects the product, adds the product to the shopping cart, and places an order that has not been paid, the system will automatically monitor this behavior, and then remind the user to place an order through SMS, internal messages, etc., or send a time-limited coupon to urge the user to place an order.
As a bulk transaction commodity, real estate and other products are sometimes used in this way to attract users through certain welfare discounts and limited-time discounts. Common preferential methods include: group purchases, vouchers, seckills, house buying festivals, etc.
Most of the seckill activities are negotiated with intending customers, and then real estate companies allow users to place orders online through limited-time discounts, and at the same time can attract traffic to other listings. There are two groups targeted at the house buying festival, one is for brokers, through incentives and transaction second commissions, etc., so that brokers can reach more customers, focus on customer collection and conversion;
Fourth, repurchase
Repurchase is generally difficult in the real estate industry, unlike FMCG, which can remind users to repurchase once after a certain period. However, the real estate industry can reactivate owners to buy products in other formats such as parking spaces, storage rooms and commerce. When there are related parking spaces for sale in the project, the project will screen out the corresponding group of people, such as owners, and send relevant marketing SMS. Some projects use WeCom, and they can also send information to relevant personnel through group sending.
In addition, some platforms have completed better governance of customer data, and can also be more targeted marketing. Some sojourn real estate, investment real estate, etc., can screen customers with strong purchasing power, screen customer information, behavior information, transaction information, generate corresponding crowd packs, implement precise push, and carry out precision marketing, which is more targeted and can improve marketing results.
5. Fission
Real estate companies will hold marketing fission activities from time to time to attract new and old customers to participate through gifts. Through the way of sharing assistance, the sharer can get more lottery times and achieve a fission effect.
The above are some of the ways we often encounter in the process of real estate digital marketing, but digital marketing is far from the end of customer acquisition to conversion, how to provide customers with more value, so that customers can continue to bring new customers is also a problem worth studying. In the future, digital marketing will be explored more deeply from marketing thinking.
This article was originally published by @七七鲸鱼 on Everyone is a Product Manager. Reproduction without permission is prohibited
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