Creative marketing Shang "Big Data" to open a new era of real estate sales

Capable of the real estate market, you can hear such a sales case unsalable project to take over the month to sell 120 sets, back to paragraph 160 million, followed by 5 consecutive months sales to maintain the monthly growth rate of 30%, 45 days of storage, a single day more than 1000 sets, back to paragraph 1 billion. Such sales performance is in the Internet "big Data" support, innovation and marketing company decadent into a magical real event. May 20, with the establishment of a good house in Chengdu, China, such a new type of marketing model is also beginning to be staged in Chengdu.

From "pin" to "marketing" more than sell

With the huge changes in the property market, the traditional sales and marketing is no longer adapt to the trend of markets. According to a company in Chengdu, a front-line sales staff revealed that because of the narrow sales channels, the Chengdu property market generally exist "double agent" or even "multiple agents" phenomenon, and competition is gradually white-hot, even for the customer's ownership, there may be a fight and other vicious events.

On June 27, the first half of the 2013 Chengdu Real Estate Agency industry seminar, as a direct market participants, dozens of real estate agents and intermediary companies agree that the current Chengdu property market sales agent model needs to change, and innovative sales channels, to create new real estate services is the only way.

Faced with a great challenge and test, the traditional sales also began to upgrade. July 2, the reporter to the tea shop in the vicinity of the West Jincheng, West Bank View di, Vanke, such as the West Ridge and many other real estate visits, without exception, almost every real estate at the entrance of the agency's "College Students Corps" and second-hand housing intermediary.

In the current era of entering the store to ask for WiFi password, the concept of innovative marketing not only stay in the simple PC, more is the mobile Internet's exerting force, the initiative to meet customer demand began to become mainstream. microblogging, micro-letter, MO, all kinds of social apps for real estate new marketing provides the possibility. As Jia Zhao Marketing director Stao said, marketing is not just to sell volume, but also for the price, to maintain momentum, sell more expensive faster is the ultimate goal.

Mobile Internet Innovation Marketing integrates the "big data" resources of the whole nation

2012, is called the social marketing Year of the year, the real estate electricity merchant's operation pattern also tends to mature. To line online promotion and channel service mode (O2O mode), through the chain of preferential discount transmission, including home buyers, intermediary companies, developers and other parties to gain. But in Chengdu Real estate market, the room many electric business platform, the Good House China app and so on platform although the time is not long, but already has the good performance.

On the other hand, as agents, the relationship between resources and performance is more and more close, the new marketing era of "extension" and the upgrading of the database put forward a new request. Large data to elephant the era of low returns, the effective integration of resources and precision of the professional analysis is conducive to the realization from extensive marketing to precision marketing transformation, and then produce real profits and economic benefits.

May 20, with "domestic first real estate socialization marketing platform" as the selling point of the good House China app officially entered the Chengdu Market, it is reported that in one months time, its Chengdu team has with 4 state-owned enterprise developers confirmed the cooperation project.

At the June 28 Innovation marketing PK Summit, good house China general manager Chen said, mobile electronic marketing is based on the integration of large data, with good housing China as an example, through the housing opening concessions and substantial commission payments, attract a large number of social and economic people to provide buyers around the demand for information, Then through the integration of these pieces of information, set up a very high base of resources database, and then to achieve a real demand for housing and real estate matching between the project, and the integration of specific models and platforms obviously make such integration more objective and effective, for the market, can even achieve 30% of the transaction increment.

And with "3,000 insurance brokers" to expand the real estate agent market, general manager Pan Donghai also to the "Big data" the role of the resources gave affirmation, he points out that the rate of turnover lies in the accuracy of the customer, and his way is through the 3,000 brokers who have established trust in the hands of effective resources, According to the project positioning accurate matching resources to ensure customer quality, improve sales speed and success rate.

In fact, the charm of big data and innovative marketing has long been validated by the market. It is understood that May 25 in the sea alone Shu 9 opened, launched 934 sets of listings, the equivalent of Xuzhou (real estate) in the first half of the May 10 days of turnover, but the day to participate in the selection of the house customers have more than 3,000 people, in the Soviet city real estate history left a thick. According to the head of China Sea project in good housing, since this year's good housing China stationed in the sea, the number of booking customers soared, through a good home China platform to import customers reached more than 1300 groups.

Pattern replication worries The core competitiveness is difficult to maintain

The goal of the housing enterprise is very realistic, that is to increase sales by strengthening marketing to achieve the desired results. In the last two years, almost all people living in Chengdu feel the real estate sales means of innovation brings the power, dense SMS and telephone sales, buy VIP discount, all areas in the efforts to achieve marketing innovation breakthrough, Innovation Marketing company is in such a background.

and its superior report card more let Chengdu's house enterprises are ready to stir. It is understood that July 5, a good house China cooperation of a state-owned enterprise developers Chengdu Project is about to usher in a new marketing model to enter, it will bring how the miracle, only to see the real sales data.

It is undeniable that, despite the innovative marketing brand of new agents with good performance for the smoke of the Chengdu property market injected a fresh blood, but also face many insurmountable problems. For example, the competition with local agency companies. In this respect, Chen said: "Good house such innovative marketing companies in China do not charge agency fees to the housing companies, but directly to the purchase of customer service fees, profit channels, so will not create a local market line of the division, and even between each other can effectively coexist, mutual assistance, in the more win situation under the impetus, Through innovative marketing, to help developers quickly to inventory, withdraw funds, complete sales performance.

Another rather grim problem is the rush and duplication of the same pattern. Industry insiders pointed out that the marketing company is in the gap between the profit of the group, whether it is as the organizer of social personnel or the upstream channel, the core of its business model are in the various interests of the chain of satisfaction, the most important part is the high profit-sharing and strong incentive policies. "Mode" is not patented, although Chen says "the only thing that can't be replicated is the team executing immediately". But if faced with malicious competition, although the first crab-eating people, these current innovation marketing companies do not have the absolute magic weapon. The flames of war, or the biggest winners, are still making the pots full of developers.

(Responsible editor: The good of the Legacy)