Why don’t sales manager want to use your marketing tools? Dongyuan real estate teaches you these third tricks!

“The platform provides such a good marketing tool, why is it not used well?” As the person in charge of the group, have you ever thought deeply about how we can truly empower every first-line property consultant from the platform level?

As a leader in the industry, Dongyuan Real Estate is concerned about the information explosion, hidden customer behavior, and extensive marketing management faced by real estate marketing in the Internet era. Therefore, entering the second half of real estate marketing, Dongyuan Real Estate plans to establish its own private domain traffic pool.

Based on the group’s plans for future digital transformation and the creation of new competitive advantages, Dongyuan began to cooperate with IDEAMAKE. As a veteran who has been exploring real estate digital marketing for nine years, IDEAMAKE knows that what Dongyuan Real Estate is facing is exactly the epochal problem that the entire real estate marketing industry is facing. The mini-program of the online marketing platform created by IDEAMAKE for Dongyuan Real Estate was officially launched on May 1. Driven by the unified authorization of the group and multi-channel contacts, multiple regions achieved large-scale visits and transactions through the platform within two months.

As a region where the use of small programs is very active in the central region, how can they effectively enhance their front-line strength through the operation of small programs? How to realize the connection between different projects?

1.Empowerment: end-to-line

The key to the usefulness of tools is to truly empower each position consultant, and the key to achieving empowerment is that every frontline person is aware of the value of tools. Therefore, before the small program project goes online, the regional level should do a good job of overall control and determine the use of logic specifications to facilitate top-down empowerment of each functional part of the project. This is the first clear task for Dongyuan Central China.
The key to the usefulness of tools is to truly empower each position consultant, and the key to achieving empowerment is that every frontline person is aware of the value of tools. Therefore, before the small program project goes online, the regional level should do a good job of overall control and determine the use of logic specifications to facilitate top-down empowerment of each functional part of the project. This is the first clear task for Dongyuan Central China.

When is the most time when customers open Moments? What type of content can impress customers and bring visits? How often is the exposure frequency appropriate? For these first-line sales concerns, unified standards have been formulated at the platform level. Working hours, working hours, and lunch hours are suitable traffic exposure nodes; regional support, favorable policies, activity discounts, and project value are four types of content customers are more willing to see; customer segmentation standards have also been formulated to target Proprietors and intended customers customize the push content to avoid the same thing.

Not only that, but the head of regional operations also actively sought feedback from front-line staff, integrated the core demands of various projects in the region, and then fed the feedback to the IDEAMAKE to implement the requirements. In this process, a number of targeted special teams were generated to customize solutions for the specific needs of Central China. Through many times of communication, the Dongyuan Central China area has carefully polished online marketing tools in the early stage, preparing for the follow-up precise empowerment of first-line property consultants.

2.Linkage: The power of omnichannel

If you want to make full use of online marketing tools to attract customers, the project will definitely have needs for activities and discounts. However, as a single real estate project, it is difficult to fully leverage the resources of the group. At this time, regional support is extremely important.

IDEAMAKE can provide diversified marketing methods, such as customers logging in to the mini-program to leave their contact information, one-click payment for house purchase coupons, friend-assisted lottery, social e-commerce, etc. Dongyuan Real Estate actively seeks the thinking and innovation of multi-functional linkage, and uses the power of the whole company to promote traffic and empower the frontline.

On June 18th, the 6 real estate projects of Dongyuan Real Estate participated in the “618 Ideal Life Festival”. For example, 6.18 yuan grabbed 5000 yuan parking coupons, which brought mass visits. In addition, the marketing scenario is deeply integrated with the product, and customers are encouraged to share it again through small programs such as lottery activities, coupon distribution, and points malls.

The whole line and cross-functionality are inseparable from the in-depth thinking and the daring to innovate in the Central China region, and it is also closely related to the emphasis on the use of online marketing platforms at the group level.

3.Data: platform management

Mini Programs not only provide tools for customer extension, but also a system that can evaluate the effectiveness of communication channels.All marketing operation data is clearly visualized in the background, and managers can easily monitor the data of each case, the conversion details of each project, and the forwarding and customer acquisition data of each sales.

Central China is fully aware that data that has not been used is equivalent to that it has not been obtained. Therefore, the region is committed to opening up project links and realizing effective grafting of resources, so that the case field can pay attention to the use of tools and track the data used by the project.

These are the third issues summarized by Dongyuan Real Estate for the use of the online marketing platform, and the four key issues have been dismantled in a short period of time since the launch of the Dongjia Mini Program on May 1.

When there are more and more online marketing tools, the real estate industry needs to think more about how to truly enhance the capabilities of every first-line real estate consultant from the platform level.