The sales gallery is too deserted, this is the intuitive feeling of real estate marketers-but the future will be even colder.
The real estate industry, which has entered the era of traffic, has become extremely deserted under the double blow of economic downturn and customer wait-and-see. This makes the real estate marketers who are used to the long lines in front of the sales department very uncomfortable.
Just like the feedback that IDEAMAKE received in a survey for real estate marketing: In 2020, real estate marketing KPIs will rise, funding will fall, the environment will worsen, policies will become stricter, and more serious, more than half Marketing always “don’t know where the customer is.”
Where are the customers?- The answer is online.
This question is not difficult to answer, but the concept of “online” is too heavy for real estate marketing.
According to the QuestMobile data report, in 2019, the monthly active users of China’s entire network were about 1.135 billion, and it increased to 1.164 billion in Q2 this year. In other words, Chinese consumers have completed digitalization and are becoming diversified.
At the same time, the average monthly usage time per capita is as long as 144.8 hours, which is equivalent to more than 4 hours of surfing on mobile phones per person in the country per day, an increase of 12.9% over the same period last year.
Clients are everywhere, but only in the sales gallery.
Those customer assets that belong to the real estate developer
Of course, developers can place advertisements, work directly with channels, and wait for the deal. But after so many years on this road, various pain points will be exposed.
The lack of traffic and the high percentage of commissions are just surface reasons. The core contradiction is that relying on channels for marketing leaves real estate developers without accumulation, which is equivalent to handing over the lifeline of the company to outsiders.
We can go back and re-examine today’s marketing environment. On the one hand, the growth of mobile Internet users has reached the ceiling, the distribution of users is becoming more and more scattered, the types of users are becoming more and more diverse, and the cost of acquiring a single customer is getting higher and higher. Relying on placement and channels for marketing is tantamount to “finding a needle in a haystack.”
On the other hand, China’s current urban population is about 800 million, and non-agricultural employment accounts for about 70%. The population base and employment (income) determine the upper limit of Chinese consumers’ ability to buy houses.
In this situation, the reach of precise customer groups and the accumulation of customer assets will become an important decisive factor for real estate developers to reshuffle in the next three to five years.
Real estate developers must renew the gentleman real estate marketing environment
Two core propositions of real estate marketing in 2020: 1. Efficiently reach precise customer groups; 2. Accumulate customer assets.
Around these two propositions, IDEAMAKE has a set of solutions:
1.Precise customers in places with good houses
The underlying logic of relying on placement and channels for marketing is the funnel model of “delivery-call-conversion”, which is equivalent to casting a net widely.
The strategy of IDEAMAKE is that real customers always exist around core needs.
When potential customers enter the official sales platform, can they obtain professional services from real estate consultants as soon as possible? Is it possible to fully understand the location value of the house, surrounding facilities, landscaping, live model house, balcony view, and other comprehensive information through audio and video, 3d master plan, VR house viewing, etc.?
If the answer is no, it means marketing has no foundation.
2. Customers will eventually flow to the developer’s official traffic pool
Customers reached through any channel are the assets of the developer.
But the usual situation is that after the developer invested a huge amount of marketing expenses before the project opened, customers flowed to the channel and were directed to the case as a one-time asset—the origin is unknown, and the destination is unknown. When the new project opens, this wave of customers cannot be reached or reused, and all delivery and marketing actions must be overturned.
As a result, marketing input and output are seriously unequal, customer assets have not accumulated, and the marketing lifeline is always in the hands of external channels. As a result, nearly 80% of the real estate marketing departments have to find other ways outside the channels.
On the other hand, real estate is an extremely liquid industry. When the real estate consultant leaves, he takes away potential customers who are still waiting and leaves behind a bunch of useless phone numbers.
In the first industry solution of IDEAMAKE and WeChat Work, developers can accept potential customers who are reached by marketing through the official sales system, and property consultants can send high-quality real estate and marketing activities to intended customers through WeChat.It establishes a complete closed-loop from marketing to online unified customer acquisition, to consultants’ efficient follow-up of customers, to offline visits, customer contracting and customer asset precipitation, and operation.
In the end, on the one hand, it avoids the loss of traffic and waste of funds caused by the interception of third-party platforms, so that every dollar of the developer can be spent clearly, and there is a return, on the other hand, it allows customer assets to be deposited in the developer’s official private domain. The traffic pool allows marketing to accumulate, provides a foundation for the secondary conversion and long-term operation of potential customers, helps developers build endogenous forces, and regain control of the marketing initiative.
When business infrastructure changes and the three major elements of consumers, commodities, and transaction scenarios complete digital transformation at the same time, the digital transformation of real estate marketing is no longer a choice, but a matter of life and death.
Fortunately, there is always a turning point behind the crisis. The digitalization of marketing helps developers re-examine the stubborn problems and hidden dangers in the traditional marketing model and provide solutions-IDEAMAKE brings 400+ brand developers’ experience in cooperation to break the situation together with practitioners.
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