How to Find Your Customers Accurately in the Liquid World ?

Theoretical introduction

 

Real estate marketing, in summary, is an inverted triangle model. Advertising through various channels, getting calls from customers, then inviting customers to visit projects, and finally contributing to transactions. This is a model that is often used to discuss conversion rates and cost-effectiveness. We consider what kind of ads to launch and get more traffic at a lower price.

 

This model has survived for more than 10 years, and within 10 years, the survival structure of the model has quietly changed. Liquid marketing, talking about the conversion of real estate marketing from an inverted triangle model to a positive triangle model.

 

1 Background of liquid marketing

 

A theory was proposed by Zygmunt Bauman , a famous philosopher, 20 years ago that something is solid is disappearing faster and faster containing social form, values, customs, behavioral methods and permanent system. Humans seem to be “getting closer and closer, but the result is more sense of alienation. ” What constitutes the world is no longer a solid and stable “plate”, but a rapidly changing “sand”.

 

“Some people always shout that the years should be quiet, but the real world is full of rivers after all. The liquid attribution of contemporary society is expressed by the rising divorce rate, job-hopping rate, etc. the situation of slow life is becoming more and more fluid.

 

“Culture” has changed from enlightening the public to tempting the public. The culture has the characteristics of “excessive”, “spoofing” and “wasting” under the attention economy. Investigating the characteristics of consumers’ needs, and we will find that their satisfaction with expectations is becoming more and more urgent. Only by improving the product vitality can be guaranteed that its appeal to consumers will not be weakened even completely disappeared.

 

2 Three commercial evolution characteristics in liquid society.

 

(1) From space to time

 

(2)From eternity to rheology

 

(3)From fuzzy to precise

 

From space to time

We used to buy household appliances from offline stores such as Gome, Suning, but in less than 10 years, everyone has been used to buying electrical appliances in JD, Taobao .

 

From eternity to rheology

A good game had been popular for many years when I was a student. But the hottest game “Glory of the King” this year, fired for half a year, was robbed of the limelight by “Jesus Survival.” Not long after, everyone began to be passionate about the Buddha game, “Traveling Frogs.”

 

From fuzzy to precise

The major feature of Double 11 this year is “ thousands people, thousands faces”, which is based on the data accumulation and analysis and the development of AI in guiding shopping. The interface is different when a couple visits their Taobao.

 

The above-mentioned social changes are also affecting the real estate.

 

3 The underlying thinking logic of liquid marketing

 

Real estate marketing, in summary, is an inverted triangle model. Advertising through various channels, getting calls from customers, then inviting customers to visit projects, and finally contributing to transactions. This is a model that is often used to discuss conversion rates and cost-effectiveness. We consider what kind of ads to launch and get more traffic at a lower price.

 

 

This model has survived for more than 10 years, and within 10 years, the survival structure of the model has quietly changed.

 

First, the demographic dividend has gradually disappeared. the new population in 2017 is still reduced by 630,000 compared with 2016 because the second child has been fully released and the structure of the buyers of property is also changing. The government provided that the house is used to live not for speculation at the 19th People’s Congress. The investors gradually leave the market, and the purchase of the house is converted into self-occupation because of the government’s control. This group of buyers only accounts for 1.5% of the city’s total population. When we find a multi-billion-dollar customer, he can only buy one suite because of the limited purchase. The buyer of first-hand housing is only 0.6%-0.8% if the purchase of second-hand housing is removed. This means that 99% of the ads we launched through the channels are invalid.

 

Second, the traffic dividend is disappearing. Online traffic has become more and more expensive after the Internet has passed the initial dividend period, and some traffic bonus companies have been achieved. P2P’s online customer acquisition cost increased from 30 to 2,000 per person in the past four years. The price of offline traffic is also on the rise. Focus Media Holding Ltd. was delisted with 3.7 billion US dollars. Today, the market value of Focus Media has exceeded 180 billion, and the profit in the third quarter of 2017 exceeded 3.9 billion. The acquisition cost has become very high for such a small number of customers in the context of the high price of traffic sources. The average cost of a visitor to the project is rising from 2000 yuan/person to 8,000 yuan/person. using the cost-effectiveness ratio to measure marketing efficiency is a false proposition in such an environment.

 

Third, marketing expenses are decreasing year by year. This is determined by the marketing system’s survival structure in the real estate chain. When the location of a project is determined, the product design is finalized, and the sales of the project have been determined at 70%. Marketing is ultimately just a closed-loop action, marketing costs will be kept down in this case. How to spend a small amount of money to do big things has become a very headache for marketers.

 

So, looking back at these questions, the answers to the questions are already coming out:

 

Why do we find that the payment effect of SouFang will go into trouble? Because the customers facing SouFang are also very dispersed, SouFang also needs to obtain traffic through continuous ads launching online and offline. This account can’t be counted today.

 

Why does channel sales dominate the mainstream? Because it is difficult for developers to attract customers, he can only buy customer resources by market price, who give the high price and they will get the resources, this is the market regulation.

 

The problem seems to be unsolvable. Einstein said, “We can’t solve problems with the problem-providing thinking.”

 

 

Go back the essence of marketing, marketing = channel * content. It has been observed that 99% of the ads from channels are basically ineffective. What if we cut more than 90% of the promotion fee? The result is customers have basically come a lot.

 

 

Most of our clients coming to the sales center just passed by from the customer visit statistics. If a home buyer has the demand for housing, and the decision of the regional intention, the budget for the purchase was made, the number of projects he can choose in a city is probably a few. Even if the project is not advertised, the customer will come to the sales center. Customers must compare the house with other projects again and again because buying a house is an action of cautious bulk and low-frequency. Vanke and Evergrande will launch ads about their projects even Garden does not. Customers will come to see Vanke and Evergrande projects and big probability will be compared to the Country Garden project. In this way, even if we cut 90% of the promotion costs, we can get most of the visiting customers.

 

The project is attractive to home buyers and is self-contained. Since channels are not an optimization option in the split content of marketing, we try to turn our attention back to content traffic.

 

Our project, that is, the house as the product itself, will be disseminated by sales. The customer will repeatedly compare and purchase, consult relatives and friends around, recommend to potential customers. Which, to some extent, constitutes a positive triangle model. This is what we common said Word of mouth marketing, circle marketing model.

 

 

Circle marketing has always been the highest cost-effective way for developers. Here, we need to think about a question: Why has circle marketing not become mainstream in the past few years, but the channel has become mainstream instead?

 

Consider a phenomenon: suburban real estate is more dependent on channels than urban real estate, and tourism real estate is more dependent on channel resources than urban real estate. The product of the apex of the positive triangle has another name: fixed assets.

 

Real estate is naturally a spatial attribute. With the expansion of the city, the project is getting farther and farther from the city center. Even if a customer recommends a friend to buy a house, there may be only time to go to the sales center to watch the house on the weekend. In this increasingly fragmented situation today, the customer interest may quickly dissipate when the period is extended, and on the other hand, it may be hijacked by other projects.

 

There is always a marketing case said that by marketing manager. This is a typical flow thinking, if we find 10 clients we will make a deal with one. Whether we expand 10 customers, is it possible to turn the volume into 3 or even 5?

 

The ten years of real estate has been a decade of gold. The real estate is easy to do because of the dividends of traffic. Most of the marketers may not realize the necessity of transformation facing the silver era of real estate. It can even be harshly said that long-term and stable marketing personnel use tactical diligence to cover up the strategic laziness.

 

How can we actually do facing a positive triangle model? Under the situation of liquid society, the fixed state of buying a house, much time, long-distance, high effort, can be changed by internet. It breaks the limitation between space and time, we can hometour our future house anytime anywhere.

 

Our project, which is the product itself as a house with IP attribution, linearizes its offline experience. The sales of projects and consultants, as self-media, can sent online building hometour to their clients by mobile phone. The customer shares it with the person who needs to make a decision together, and the potential customer.

 

This change from space to time allows the efficiency of the positive triangle model to change qualitatively while generating new energies.

 

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