In the past two months, due to the rapid freezing of offline house viewing, a large number of online house selling methods have been stimulated. More than a dozen developers including Evergrande, R&F, Sunac, Poly, World Trade Center, and New City have launched an online sales gallery and started to “sell houses online”. There are also project marketing teams learning online celebrities “live house tour”. One of the projects of Sunac used the VR house journey to achieve a dazzling performance of “selling 1068 suites in 8 minutes”.
However, many real estate companies believe that the rise of online marketing is only an expedient measure under the COVID-19. Most of the projects that are really hot selling online used price discounts to accumulate customers. As cities gradually return to normal, property sales will still return to the track of offline booking and channel dependence.
During the COVID-19, real estate marketing was forced to transfer online collectively. After many years later, we look back and see that the COVID-19 may be the beginning of a major change in real estate marketing. After this change, the real estate transaction model and marketing ideas will be greatly expanded, from channel to content, will enter a new stage.
1. Customers are accustomed to Live house tour because of the benchmark housing companies’ promoting
As a saying goes, Path is shown up only when thousands of people walk through. Under the leadership of Evergrande, R&F, Blu-ray, Field, and Hongyang, various real estate companies have stepped up the promotion of online sales channels. Online sales through various forms such as its own platform, self-built APP, WeChat：mini-program, and stationing for the live broadcast.
Beike, as the largest channel, transplants the “VR viewing” of second-hand houses into the field of new houses, directing online traffic directly to the project. According to estimates, through the VR sales, channel brokers do not need to bring customers on the spot, they can complete the initial customer selection, and they can take an average of 30-40 assets per day, and the efficiency has been improved several times.
Under the impetus of real estate giants and channel giants, customers will gradually cultivate the habit of online housing viewing, which means that traditional marketing logic will undergo major changes.
2. Online display is getting richer, basically restore the offline viewing experience
With the development of VR and AI technologies, disruptive innovations have emerged in online house-viewing technology. For example, IDEAMAKE’s Marketing Cloud and the newly-launched VR belt of Beike have already made customers feel as if they were there.
One is to be able to truly reinforce the offline visit experience. Clicking on a set of house VR can not only restore the three-dimensional space, but customers can also simulate the scene of walking indoors on the mobile phone, and can present a 720-degree panorama from every location, and there will be no space during the movement distortion.
The second is that there is also a real estate consultant to accompany online viewing. One of the advantages of offline house inspection is that the real estate consultant’s whole process of viewing and timely interaction. In the process of viewing the house, any questions from the customer can be answered in time. The current VR technology has also been able to achieve multi-person online, that is to say, when you are viewing a house in VR, a property consultant will accompany you to browse with you. You can communicate freely and simulate the effect of offline viewing.
In addition to VR viewing, a dedicated live broadcast platform is rapidly occupying the market. Real estate consultants can watch the house in a live video without having to travel around. Online house-viewing can get the same amount of information. Those who really arrive at the scene are customers with high sincerity. Before the customer walks into the offline sales gallery, the property consultant completes a screening, and the sales process is more efficient.
3. Marketing methods that use poor information won’t work because of the mature of customers
With the normalization of regulation and control, the market has entered a flat period, the wealth effect of houses has weakened, and the current group of sellers has changed a lot:
First, customers are not in a hurry, they have enough time to study the comparison. They are not in a hurry to go to the sales office but spend a lot of time checking information on the Internet, making more rational decisions.
Second, customers are more mature. Especially in recent years, real estate has entered an era of improvement. A large number of buyers are often not the first time to buy a house. They have their own ideas about the house and life they want, and they do not mostly rely on the guidance of salespersons and agents.
The third is mainstream customers. The post-80s and post-90s are indigenous people of the Internet, and they are more adapted to the “cloud life” approach.
None of these customers will be attracted by simple marketing gimmicks. These customers hope that they will be able to conduct preliminary screening through online house inspection before visiting the case, rather than going to the model houses one by one. Customers want to see houses more efficiently and conveniently. After the COVID-19 is over, this demand will continue to be the driving force behind online house-viewing.
4. Real estate industry launched”unconditional checkout”，the problem of trust in online house booking is eliminated
Another key to getting online house sales out of the grip is that the industry has begun to enter the era of “unconditional checkout.” Under the pressure of major real estate companies, “unconditional checkout” will become the norm in the industry. This policy will accelerate the reshuffle of real estate companies and promote product upgrades. On the other hand, it also solves the problem of trust in online house booking.
Driven by these four factors, IDEAMAKE believes that online house sales and online promotion will not be a flash in the pan, but may become the mainstream of the future. From offline to online, the marketing logic will produce tremendous changes, posing new challenges to industry marketers. If you have any questions about the article or want to discuss with us, please leave us a comment below or email us: firstname.lastname@example.org.