Most people only have no more than three opportunities to buy a house in their lifetime: the first time for buying a house when people plan to marry; next when people have a child, they may improve their life quality by a bigger and better house; finally, when people retired, they tend to go to another place to live. This three house-purchasing are usually associated with life turning points such as marriage, childbirth, and retirement. All the marketing campaigns and event promotions are not in line with the three points is about equal to tickling. Optimistic on the key points for house buying and no sense out the key points is named Death Curve by IDEAMAKE.
How to efficiently grasp these three key points?
The answer is to establish the most convenient channel for clients who intend to buy a house to find your projects easily. After all, only consumers (and close associates) know when they need to buy a house.
Historical marketing data also proves this. 20% of the developers’ customers come from natural visits, and 30% come from word of mouth. That is to say, although the house as a real estate is naturally lacking in spreadability, even so, the visiting traffic brought by the house itself accounts for half of the total.
So, what if we increase the efficiency of new house dissemination? For example, digitizing offline sales galleries to combine with an online sales gallery, which can be shared with various social media and turn online traffic into offline visiting. What’s more, we can make real estate flow through VR & Live hometour.
Taking mobile hometour from IDEAMAKE as an example, sales and agents can share project contents to potential buyers by mini-program (online sales gallery), even though they are living in different cities and countries, they can enjoy the mobile hometour. At the same time, the sales and agents can introduce the project content (location value, exterior & interior walkthrough, 3d floor plan, unit type, surroundings amenities) to clients by live stream. If the client is interested in the house, he can share the project with his family and friends to make the house-purchasing decision together. In this way, haven’t marketing accuracy and marketing efficiency been greatly improved? Similarly, the conversion rate of the word of mouth can also be greatly improved.
Of course, improving the communication efficiency of products (houses) is only one of the key points for establishing channels. The core logic behind it is that we must use the product itself as the starting point, replace channel traffic with product traffic, and jump out of the traditional marketing paradigm. At the same time, after product traffic becomes the basis of marketing activities, matched marketing tools, marketing strategies, and management models, property marketing must form a digital solution integrating online and offline. Only this, we can cater to the era of digitalization.
For example, in terms of marketing tools, in addition to building an online sales gallery through IDEAMAKE to provide a content basis for digital marketing of real estate, the company also provides a business AI card to share project content, capture the clients’ behaviors, follow-up customers. so that when sales touch clients for the first time can express “who I am + what services I can provide + what I recommend the property”+ how to contact me”. At the same time, in the process of follow-up with customers, through customer insight and data analysis provided by the AI card, sales and agents can understand the buying preferences and needs of different customers, then figure out the best customer strategies.
So, back to the original question, in which direction should real estate marketing change?
The answer form IDEAMAKE is to use product content as the core point, attract 1% of accurate customers who want to buy a house, then use smart tools and data analysis as weapons to service them better.
Real estate marketing must keep up with the times and follow the trend. 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.
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