Housing Enterprises "NET" supply and demand unblocked need to be fortified

Absrtact: In the era of extensive development of the real estate market, no matter what kind of marketing method, the housing enterprises can make money easily. Now, however, the game of lying on the money is over, and with the rise of the third party network platform, the real estate intermediary to buy into the electric business thinking

In the era of extensive development of the real estate market, no matter what kind of marketing method, the housing enterprises can make money easily. However, now this "lying" money game has ended, with the rise of the third party network platform, the real estate intermediary to the electric business thinking into group buying marketing, and housing enterprises bundled with the group for the winter. But this year, the real estate intermediary and network platform between the sudden enemies, the two sides fight hard to win or lose.

"Daily economic news" reporter noted that, with the rise of micro-credit marketing, the previous popular microblogging marketing also gradually outdated trend. In the past, the housing enterprise marketing focused on intermediary marketing, today's housing enterprises frequent "net" attempts to mediate. For the cost of compression is bound to cut marketing costs, around the housing enterprises and intermediary, network platform of the words of war is also one after another.

At present, Vanke, the Golden Section and Blu-ray brands such as housing companies also overweight the Internet, directed at the marketing link. However, some industry insiders pointed out that the characteristics of Internet thinking is innovation, between the supply and demand between the establishment of smooth communication channels, which is the biggest advantage of the Internet, but now see the real estate net, from innovation there are some distance.

Short Message Marketing less effective

"Send text messages to the real estate ads, now basically no effect." "Recently, a large property agency in Chengdu, Xiao Wang told the Daily Economic news reporter." His reason is that the current property market has entered the buyer's market, the consumer mentality is not like a few years ago, when everyone expected the housing downturn is only temporary, preferential promotional messages a few times, many people will be snapped up, but this bombing-style marketing is now difficult to bear fruit.

In fact, the appearance of this kind of marketing is precisely because of the popularity of mobile phone in the past few years, and the mobile end of the market as a real estate intermediary agent marketing a stunt. However, the problem arises. Because the object of the uncertainty of publicity, there will be some users do not buy the purchase will receive real estate SMS ads, triggering the complaints of these users.

Ministry of Information, the two quarter this year, "point to point" spam message effectively reported 31,110 times, the increase of 33.3% in the first quarter; "Port class" spam message effectively reported 3,621 times, down 11.3% from the first quarter. From the report message content, commercial advertising sales accounted for 31.8% of the total reported, a 10.5% increase in the first quarter, mainly related to retail sales, real estate sales and education and training.

For commercial advertising and other spam messages, the Ministry of Industry requires three basic telecommunications enterprises in accordance with the relevant provisions, to take the user shielding information and other means of disposal.

Reporters randomly interviewed around the crowd found that now some inexplicable real estate SMS ads dropped sharply. But there is a situation, if you have been to a real estate sales department, do the relevant registration, and its property consultant will send you a real estate promotion and other information.

Intermediary bundle of electric dealers "infighting"

In real estate marketing, the vast majority of housing enterprises in the past have been basically subcontracted to the estate agent, which is the property agency in the past few years has mushroomed growth of a reason.

However, the property market is always mutation. With the rise of the internet, consumer consumption patterns have also changed, network Marketing has become the mainstream way of housing enterprises marketing. As a result, soufun, tenants, Sina, such as a group of emerging large Third-party network platform in a variety of capital under the rapid rise.

It is noteworthy that the initial situation is that these Third-party network platform is completely light assets of the commercial operation mode, its content in addition to reprint the traditional media news materials, real estate and other advertising information must rely on property intermediary to fill in time, free release of housing information.

Take SouFun, for example, from the business structure shown in its earnings report, the platform listings, electric dealers and online advertising is the company's three major businesses. With the popularization of the Internet, consumer access to information channels from traditional media to the network platform, SouFun of the listing of the launch business soared. By the end of 2013, the SouFun listings had a total of 190,000 paid accounts, up 47% from 2012.

Especially the network port, this also becomes the real estate intermediary obtains the real estate sale News the main channel. "House search" with buyers to make intermediary, and constantly on the port fee price. This is the trigger for both contradictions, even in Shanghai, Chongqing and other cities have appeared more than 10 intermediary Alliance boycott a network platform company, and the war has been escalating trend.

"NET" should have internet thinking

The housing market phone-in all four because of weak demand. Among them, standing in the market the most central housing enterprises in the face of deteriorating sales of real estate, naturally difficult to stand idly by.

"Daily economic news" reporter noted that, in addition to the brand housing enterprises still need to borrow power to have a strong fan group of real estate agents, the new and old media, there is a key point is that the housing enterprises to exert the national marketing revolution.

Through the micro-trust platform, brand housing enterprises are increasingly ambitious, it seems to be "to mediate." The reporter learned that, after Vanke, Rong Chuang, Bi garden, such as the eastern first-line brand housing enterprises took the lead in the "National Marketing" banner, the recent Western leading housing enterprises Blu-ray real estate, the branch of real estate, etc. also opened the "National marketing" revolution.

According to the introduction of the real estate related person, the "gold buyer" mode relies on the Internet channel to establish a trans-regional three-dimensional marketing network. All people can recommend home buyers through the platform of nationwide marketing, and receive Commission rewards. In fact, the "gold buyers" of the Golden Section real estate and Vanke Group in Shanghai, Chengdu and other fields on the line of the "million" mode similar.

In the face of "before the pacesetter, after the pursuers," the market pattern, Vanke can still sit on top of the head? Recently, Vanke group boss Wang Shi threw out the "real estate into the silver era, the next fall may be Vanke," the astonishing view, so that the industry once again feel the chill of the property market.

A senior personage in the industry recently wrote that it is the Internet's greatest advantage to establish a smooth communication channel between supply and demand.

"With the mouse, the keyboard to the physical sales office or housing intermediary of the traditional mode of operation to move to the Internet, this form of net can not touch the drawbacks of traditional models and improve efficiency;" internet thinking to find and face the inherent drawbacks of the industry, it is possible to bring real online real estate transactions. Said the senior personage.