From offline to online, marketing has a completely different logic.
The first is that the period of touching customers has moved forward, and sales may meet the customers online for the first time and must complete the first round of project introduction for customers.
Secondly, compared to the promotion of traditional media, the internet has a more equal voice, because the traffic is almost unlimited. Compared with the overwhelming advertising, the project content itself will explode with great vitality.
Therefore, the transfer of real estate marketing to online is not only a change of distribution channels but also changes in the communication platform, content, and marketing rhythm. Today IDEAMKAE summarized the 6 changes in the online marketing era. If you have different opinions, please make a comment below.
1. Marketing node will move forward strategically
In the past, the opening of the sales gallery and the opening of model houses were important nodes in marketing. The project must have the materials to display, which requires the cooperation of the project sales gallery and the demonstration area. Sometimes the construction period is delayed, which will lead to postponement of the node of opening and shorten the time of accumulating customers. It will affect the operational efficiency of the project.
However, with the widespread use of online sales galleries and the mature of VR home tour, Even through offline sales galleries have not been fully prepared, the property consultant can invite customers online, and the time for customer-accumulating will move forward greatly.
2. Online sales gallery will gradually become the main battlefield for project promotion
In the past, the competition for real estate was mainly based on “online publicity, offline marketing”. Real estate developers will spend money to buy traffic on the real estate e-commerce platform, widely promote online to improve project reputation, and urge customers to finish offline order through activities, customer expansion, and experience. But the effect of this method has become weaker and weaker.
Now the entire society has entered an environment of all-media communication. Short videos and live broadcasts have become the scenes with the longest daily use, while the use of large-screen homes and digital media has grown rapidly, and users’ media usage habits have completely changed.
If real estate marketers want to catch up with more customers, they must increase investment in online promotion.
First, the degree of precision marketing is higher. Through the new algorithm, many platforms can achieve accurate localized ads.
For example, short video platforms such as Douyin have developed the function: a different city with different content, POI push, and other modes, as long as they add location information or open POI information flow after the video is released, the platform will first push to the users with local content. Online promotion channels are no longer limited to local media.
Second, online marketing will provide low cost-effective communication opportunities. Under the new Internet traffic distribution mechanism, the online traffic dispute is not entirely about who has the money and who has the final say. Content can also achieve a counterattack on low-cost marketing.For example, some people have sold 23 houses through short video promotion, making a net profit of 1.2 million. Some people captured five groups of high-intention customers by shooting short videos.
For the promotion of real estate marketing that is malfunctioning and kidnapped by channels, relying on high-quality content and socializing to achieve fission provides a new outlet for real estate marketing.
3.Promotional content changes from educating customers to catering to customers
The biggest difference between Internet promotion and traditional promotion is that it is impossible to blindly spread the selling point of the project, so it is difficult to arouse customer interest. For any content to be widely distributed, it must cater to the preferences of customers.
First of all, whether it is an individual or a project, giving yourself a clear style and strong memory points is the key to success. The content on the Internet is complicated, and many people may forget you when they leave the live broadcast room. The more competitive the industry is, the more you want to impress others, the more you need to set yourself up.
Second, strengthen interaction: The biggest feature of online media is to highlight the dominant position of the audience, break the one-way communication model, and allow customers to participate in the communication. For example, some short videos, the use of comments for secondary creation, participation in popular challenges, and frequent interaction with fans are all ways to amplify the communication effect.
4.Strengthen linkage and concentrate firepower
In February, Evergrande gave an outstanding online property marketing class to industry peers. According to third-party data, the February sales amount and equity caliber were 44.26 billion yuan; the full caliber was 47 billion yuan. Through online sales only, Evergrande’s de-aeration rate reached 43% in February.
In the Internet age, winners take all. When only the content reaches a certain threshold, it will roll into a larger flow pool, and the propagation effect will be exponentially amplified.
Evergrande’s answer sheet allows many colleagues to follow up and start learning. In addition to price discounts and national marketing policies, concentrated firepower and joint momentum are important reasons for Evergrande to score high.
5. Small and medium-sized housing companies with low brand awareness dependence on channels may deepen further
The industry generally believes that after the epidemic, customers have received a long housing education and will pay more attention to the health and comfort of products. Product power, brand, and property will become the most valued points. Small and medium-sized housing companies with low brand awareness will face a more brutal competitive environment.
At the same time, on the one hand, large-scale housing companies bring huge customer traffic, and on the other hand, they build their own online sales platforms. The gap in sales tools among small and medium-sized housing companies has been further widened. Intermediary channels such as Beike and Fangtianxia are working hard to develop into online sales platforms. Once the customer develops the habit of online viewing, the channel monopoly on customer traffic will be more serious.
Online house-selling looks very good. But for small and medium-sized housing companies, the current situation of lack of customer traffic and being kidnapped by channels may intensify.