Mobile Real Estate Electric dealer, who eats crabs?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

If you want to buy a house in Beijing, you can travel through four or five rings every weekend, from the south to the north, from the east to the west, tired also can only one day to see three suites; this Monday, you and colleagues lunch, while exchanging views on the house, he said that he saw 10 days a week in Children's Day, the Sunday also climbed the Baiwangshan, the weekend had a relaxed and comfortable. You think he's a big cow.

However, if you go further, you find that your colleague is a real bull--not only is he putting it on the decoration of 10 houses around Beijing, lighting, huxing and so on details are very good, and the 10 residential housing prices, growth trends depicted quite like that; the most powerful thing is that he evaluates these houses, If you buy a possible down payment, loan how much, the Moon for geometry, even decoration costs can be familiar with.

Finally, you brave to say your question--suspicion he is a weekend part-time to do "The House Worm" The Lord, also boasted that he went to the Baiwangshan. Hear your questioning, he is in the mouth of the food is fast to the outside, he laughed at your outdated can, while you introduce SINA le habitat of the "pocket" series of apps, it is these products so that your colleagues find room to find a "house worm."

Moving new opportunities: putting real estate into "pockets"

When the internet is not in vogue, to buy a house can only be searched in the newspaper, the House information may also be limited to 10 station bus distance. And real estate is the first to embrace the internet, online real estate rental information has been rampant, but always feel less intimate, you see the same as others see, the most critical is that the site does not know what kind of house you want to see.

More importantly, the real estate market has also undergone profound changes, the continued rise in prices is needless to say, in order to curb house prices, from restricting loans to restricting the eligibility of home purchase, everywhere policies abound, if you are the first time to buy a home, almost no site can tell you a deal with your own situation of home purchase advice

The rise of the mobile internet has allowed people to see the possibility of change, and cloud computing and big data have seen the reality of change. Blink of an eye, you find that almost all industries are quietly happening in the "pocket" of the revolution, which is also the nature of real estate.

When SINA le habitat from the background data found from the mobile phone browsing volume far more than the PC end, the trend of reminders; when cloud computing and large data analysis are applied, Sina will not only know where users are, but also know the individual needs of each user. This may provide a more comprehensive service, and the user stickiness is enhanced.

However, in the real estate sector such "crab eating" service is really not very small, after all, this is a rich capital of the industry, want to make a lot of people, may be precisely because of this, many services are not done well. After all, there are too many factors affecting every home buyer, and circumstances and situations are very complicated.

But on the other hand, this is another opportunity, which can be pegged to the user's products, in general, the success of half.

Today, SINA le Habitat launched the "pocket" APP, into a system for users to solve the problem of buying a house. Le Habitat Pocket Real Estate app application, without any promotion, under the premise of 2 years of natural growth to reach millions of users. In the process of product design, SINA le Habitat adhere to the two principles: first, according to the user situation, to meet the current user demand. Simply put, the priority is to meet the user's main needs and make the process simple, direct and efficient.

Another principle is that, to meet the user's main needs, the user's current service to do a step-by-step extension to achieve a complete service chain. For example, the user often use the loan calculator, after the user loses the loan amount output result, the happy Habitat also will recommend some matches this loan amount the house, the user extends from the pure tool the use to the real estate purchase decision.

Positioning the real estate electric dealer to create "situation closed loop"

Now E-commerce so fire, the involved in the category is also expanding, from home to finance have entered the era of electrical business. Only the property and the car are recognized as being unable to fully electronic business.

Many of the real estate trading app is just as a provider of information, they stay in a certain aspect of the information provided, the most is to work with developers, the introduction of group buying, promotions and other promotional information, but in essence is a message provider role. For many products, not do not want to provide more services, but such services need to layout the vertical industry chain, the need for integration of resources is too much.

And Le Habitat is rowing against the wind, from the beginning of its wireless terminal app positioning to create "real estate electric dealer." Clear positioning is indicative of clear goals and a sign of distance. After all, the real estate transaction is one of the most decisive factors, the most complex situation, a wide range of trading patterns, how to use mobile terminals to simplify the transaction process, to facilitate the transaction, it is difficult to think that there are challenges.

From the product level, Le Habitat app has clearly been through the consumer, the housing business, intermediary, business, the channel between the banks. From an industrial point of view, Le Habitat insists on using mobile internet technology to help rather than eliminate traditional industries. From the consumer point of view, Le Habitat to solve the purchase decision in the process of all problems, do service closed loop.

Le Ju can not only tell users what new disk to open this month, but also to tell users are organizing this disk of the viewing group, you can go to the field to see the house, after reading feel suitable can also get this real estate concessions; If you have a tight down payment, "Happy home loan" can also provide you with the relevant Internet financial services, to solve the problem of your buying a house down payment, Even after you buy a house, "pocket Home" also provides you with the process of decoration services, equal to the purchase of every part of the decoration you can get the corresponding service from the habitat, which is the competition in the vertical area to build competitiveness.

Visible, the real estate electricity trader's difficulty lies in the perfect combination of the service and the marketing, the developer, the house buyer, the broker and the bank multiple dimensions user concatenation. First, focus more on services than on marketing, which may be the basis of success. To penetrate the user's value into a complete consumption chain, not just as a channel; Secondly, if the need for marketing products is neglected, it is difficult for real estate app to implement the service to customers.

This is the knack of success. Le Habitat found that in meeting the premise of commercial marketing, to provide users with more concessions and complete services, so that all the participants have to get what they want, users have access to services and concessions, developers locked in advance the purchase of customers, the bank in the profit at the same time to complete their own upstream users of the infiltration and In such a closed-loop service system, the participating parties can benefit, the product successfully half.

With the framework of the product design, the rest of the content must be given to the team to complete. This is a fantastic product team, with members mainly of real estate and home verticals: More than 10 years experience accounts for 60%. Unlike previous product managers, men and women in the Le Habitat team were 1:2. Because Le Ju found that 65% of households in the decision on the purchase of women in the dominant position, at the same time, women product managers thoughtful, in the set design, user identity in a, it is easier to achieve the ultimate product.

The team in the design of products, more consideration is the user's current situation under the requirements of the current situation to consider the user needs and how to live a large platform, how to combine with marketing chain, how to let developers and businesses to provide users with better services and concessions.

Yi Ju, Vice president of China and Le Ju Internet and Electric business group CTO Trichenrong that: Le habitat more concerned about user needs and their own platform for the integration of several user roles, for other competitors of the products, not necessarily to do what each other, le Ju what; But to achieve in the user satisfaction and user experience than in the vertical area of other products, if the other side can play 5 points, we must achieve 6 points.

Mobile service User: Real estate electric dealer Next step

Looking at real estate from the perspective of many Internet practitioners, home, car, such as the vertical field of electric business, it is easy to go to the two extreme: or to see it complex, that the electricity business can not do, only to do a all-inclusive information display platform is good; Think as long as do a media nature of the information release site, can form a transaction is good.

In fact, these two kinds of practitioners, but did not grasp the real estate, automobiles, such as vertical areas of the complexity and nature of the electrical business. In fact, in every vertical area, if you want to do a good job, you need team members to constantly improve the vertical area of the complete consumption process and market change degree of grasp.

Take the real estate industry for example, up to the country's real estate policy, down to the specific rules of each place, as well as the changes in the market environment of each place, the change of developer marketing needs, the changes in the age of users, each person face the needs of every day, are new. This team's ability and knowledge of the requirements are very high, but also in each of different cities in different needs of the collation of common, complete product design and improvement.

"Mobile" may be a good solution to the user, market diversification needs. Whether it is home buyers, brokers, developers and decoration team, can be found in mobile terminals for their services mobile applications, can achieve rapid inquiry, matchmaking transactions, loans, shopping and so on the whole process.

Home buyers can live through the app product real look at the room, and the development of negotiations for concessions; developers can find their potential customers, through the provision of concessions and services to ultimately facilitate the transaction. Not only new house transactions, second-hand housing also has specialized products, while serving brokers and buyers, when users need loans, even if the first payment is not enough, le home loan can also provide you with the choice of portfolio loan model, timely meet your dream of living. After the purchase, new house decoration, you can also find the renovation team and decorate the building materials, all these processes and transactions are simplified between the phone's square inch.

In the future, Le Habitat will also be the layout of commercial real estate. Let developers find users, let users find developers. This is not only a process of providing information, but also a process of data processing. The terminal will provide the developer with the project introduction, the guest, the reception, to the recognition, the sale control, the transaction service, the whole process service solution. It also provides business environment analysis for those planning to rent office buildings and rent stores.

For example, merchant a plans to open a shop at the bottom of a office building at Kwong Mun Gate: The terminal will tell him that there are 4 competitors in the vicinity of Guang-qu door 1km, which is not conducive to the development of shops. At the same time, app to a recommend clothing or supermarkets and other forms of business. and to a description of the surrounding commercial leasing/investment information, users can contact the business directly through the App Store leasing.

If, can do this step, I believe that mobile real estate electric business is not far from us.