Heavy product light operation-why does the tenant do not search the house?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The product and the operation of the weight, this is not a topic, like the debate whether the first chicken or egg. But in a group of products and operations, it is often argued that the product is more important or more important to operate, and that this article will call them product and operator. Today, the real estate industry two sites search house and home For example, to talk about their products and the operation of some ideas.

Individual has been very fond of the Web site style and user experience, in many real estate professional website, is very rare. There is an inappropriate analogy, said the search house is like the search engine Baidu, the tenants like Google. There is no advertising everywhere, no too many fancy marketing methods, focus on their own products. Its multi-dimensional, many conditions of accurate search system, map to find room functions, according to the user's access trajectory to provide users with personalized recommendations and in the field of wireless internet attempts, all let us feel that this is a solid product company.

According to the opinion of the product pie, good products do not need to be promoted, because of the power of Word-of-mouth. Therefore, the customer's satisfaction in the first place, put forward the "to provide users with the best experience to find a house" vision, focus on good products. They are dismissive of the site, like the Liang Weiping CEO, "They are media-style practices, the pursuit of browsing volume, rely on information to attract users." We are the vertical search in the market segment, we need to be user-oriented, to change the industry's customary practices. ”

But the fact tells us, at least in China, the user's maturity is not high, good products, if there is no good operation, can only be narcissistic.

The main function of the real estate vertical website is to provide the house information, including renting, second-hand housing, new houses and commercial real estate. And the real estate vertical website and the general sale retail product website has two essential different points: 1, the real estate website provides the real estate information, the transaction must complete under the line. 2, the needs of users belong to a one-time demand or intermittent demand, such as the purchase demand for consumers, after the purchase of the house if the site can not continue to provide its required information and services, it is estimated that it is difficult to browse the site again.

Based on the above two different points, the real estate site operation and other sites operating different, showing two features: 1, offline promotion is an important part of the promotion of the website. Including television, public transport platform, community advertising and offline activities. 2, the brand is very important, to let users remember you in mind, otherwise you will enter the constant high cost of developing new customers cycle.

The tenant seems to be some lofty, always feel as long as their products are good, the "wine is not afraid of the alley deep", because users will help you word-of-mouth publicity. Does the user really do it? Maybe it's not the right time to do it. A friend in the home to find a house, after a smooth deal, happy to tell friends and relatives, So-and-so site really good, but if these friends and relatives at this time there is no purchase demand? Or is, a long time after a certain day, suddenly remembered to ask, last you said So-and-so website, "Ah, anyway, is the internet to find, I don't remember any websites either. "or" seems to be a tenant, perhaps is to search the room, anyway are online looking for. "Don't be surprised, this is normal, because at this point his best spread of excitement has passed."

In the words of the CEO Liang Weiping: "Around the house this matter, the tenant has covered the target user lifetime demand-rent, buy a house, change the room, even to commercial real estate application and investment." "The key to the problem is, in the demand gap, how to let users remember you?" The method of house search is the owner forum and offline activities. Let the owners of the same real estate form a virtual community, talk about the new community, exposure of the property of the unscrupulous, resonate, so in this demand for the gap, the owner's heart or the search room, coupled with the search room also from time to time to a few into the community activities or with a certain department store to get a member of the special session, The brand image was built up.

In fact, the operation of the house search is indeed good, so can lead China's real estate network market. Even open the site is pervasive advertising, banner, couplet, window recount, users still choose to stay in the search room. The commercial price is more considered in the balance between the business value and the user value of the product. False housing flooded the meantime, but the House is also aware of the bad user experience will bring adverse effects, for this search house or paid efforts, such as "rest room" this product, but need to pay to have more "assured room" label, Instead of rewarding real listings, it is no doubt that business interests are the dominant approach.

Speaking here, as a product pie you may not be able to resist, eager to yell at me immediately, "You are doing operations?" In fact, the product and operation, itself is tightly connected two parts.

How to correctly view the relationship between product and operation?

Good products need good operation

This is the principle of 1+1>2, good products need good operations to achieve the best business value.

Operation to explore product potential to improve product quality

In the process of product operation, operators in the process of balancing business objectives and user value, can find more needs, help product improvement, improve product quality.

Actually, starting last year, tenants have begun to focus on operations, and in marketing, such as advertising in the major television media to believe that many people remember, and Sina Weibo to do the property ownership activities, including its own site to increase the community and answer this interactive product. However, the operation is not overnight, and products, like the outbreak of a night more need is luck, and based on good products plowing is the king of operations.

This article starts Zeng Wei the Network promotion blog http://www.zengwei.name/?p=135 reprint please reserve the source.