Real Estate Network marketing model based on user behavior research

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

From the beginning of the 10 real estate regulation will be the entire real estate industry to the forefront, the bank loans tightened, limited purchase order frequency out, really let the real estate industry is a precarious one. Network of public opinion one after another, netizens tensed nerves, house prices to the bewildering, so call rigid demand buyers have to wait and see, the real estate market is not a ups and downs, killing the tragic.

In such a context, how the real estate enterprises to promote reasonable, optimize the promotion channel, promote cross-media publicity efficiency, in many properties stand out?

The traditional mode of media delivery obviously can not adapt to the current situation. Time if back to a few years ago, when the buyers are still very simple, holding the now do not buy more expensive mentality, see TV, newspapers, magazines, bus platform for real estate ads will go crazy to the sales department.

The user purchase behavior can be simply understood as:

Learn about the real estate information (advertising, Word-of-mouth)--the scene to see the building-buy

Of course, in the acquisition of real estate information, a lot of developers, including intermediary enterprises have already tried and increased in the network hard wide launch, has been better publicity results. And if your understanding of customer behavior remains in the process above, the outcome will be tragic. Now the buying behavior has changed dramatically.

The internet has almost affected the entire process from which the user learns the information of the real estate to form the purchase.

Learn about real estate information (advertising, search, Word-of-mouth)--The first Internet search----------------------

The above process, from the customer to learn real estate information to the final purchase, which network search has played a key two steps, and these two steps because of the user behavior of different time period and there are differences.

The first Internet search solution is to understand the basic information of real estate, its basic attributes (location, price, huxing) in the scope of customer consideration. In short, solve the problem of going to see the building.

The second Internet search solves the problem is that this property is not worth the customer purchase. It's the question of buying.

Based on the above changes in user behavior, network marketing again (the first time is the search room and other vertical real estate sites to sell their website ads) become a hot topic of real estate business. In the past, through the Web site to put hard wide single network marketing model, obviously can not adapt to the new user behavior changes.

It is based on the changes in user behavior, and the Internet in the user behavior in different stages of different roles, the author concludes the following real estate network marketing model.

Public opinion--micro-blog interaction--Activity transformation

1, Public opinion (Platform: portal site, local community, Baidu FAQ, search and ask)

There is an old saying in China that if you want to succeed, you must make a start. "What's the potential?" Sun Tzu has a cloud in the art of War, "the water of the disease, as for the drift stone, potential also." "The swift flowing water, the swift running, so that can wash away the boulder, this is the power of the potential."

The reason why the public opinion in the real Estate Network marketing the first step, on the one hand, it has 22 pull a ton of energy, on the other hand it is also a convenient way to promote the operation. And what are the effective ways of public opinion?

The author thinks that soft marketing and knowledge question and answer are the two effective ways for the real estate enterprises to do well in public opinion.

From the content to cent, soft text is divided into two categories, on the one hand, the news class soft, on the one hand, experience class soft.

The soft text of the news class mainly chooses in the local portal website or the real estate vertical website release, specially notices the choice to publish in the Baidu News source website. This part of the work of many real estate developers, including intermediary enterprises are doing, the question is there is no effect or achieve what effect but little known.

The crux of the problem is that, first, the soft communication system, that is, there is no structure, today opened a staff meeting, tomorrow to participate in a job fair, such news is not too many people pay attention to. Second, the content of the news is not able to be disseminated, which has a great relationship with the creative staff of the soft writing on the psychology of netizens and the grasp of hot spots. Third, the channel of communication is unitary.

Everything, finally can only roar, without leaving a trace. In the information explosion today, the message can easily be forgotten, the news of soft communication to do well, there are two key, first, continuity; second, there is a point.

such as a recent flagship of the market, the author saw a few times, but always did not write down the name of the real estate, think of the online search, unexpectedly also did not search the property. If the real estate for its main selling point, the continuation of the introduction of a series of soft Wen, so that users left the impression of the brain, I believe it will not appear so embarrassing situation.

and experience class of soft Wen often and event hype together, the focus is to grasp the hot spot and guide the public opinion. This piece of difficulty is slightly larger, can be entrusted to a specialized network marketing company. I will have the opportunity to discuss with you later.

Knowledge question and answer, that is, in Baidu know, Tencent asked, Sina love to ask, Tianya question and answer, Qihoo, Sohu FAQ, Yahoo Knowledge Hall, such as a sharing platform to promote the way.

The real estate industry has been plagued by negative reports of the industry, in the acquisition of property information, many netizens will search the network, on the one hand to learn the real information, the other side to seek psychological comfort. Just imagine, you are interested in a real estate, Baidu Search, found a lot about his friends and answers, what will be the feeling? In the heart must secretly think, this real estate so many people attention, must hurry to do.

and through public opinion to create a hot-selling atmosphere, triggering the concern of buyers, and the formation of the first impression. To strengthen this impression, of course, is a positive impression of the need to interact with netizens.

2, micro-blog interaction (Platform: Sina Weibo, Tencent Weibo)

With the continued popularity of micro-blog, through micro-bo to do marketing enterprises more and more, but the success of less, one of the crux of the problem is to win a quick buck. Weibo is the media, the biggest difference between it and traditional media is that the traditional media is a minority of the right to speak, as long as spending money can let it help you speak good. and micro-blog above, each of the micro-blog represents an individual, each individual is a media, want to let each of the media to help you say good, that need to sincerely create value for customers.

Real estate Enterprises to do microblogging marketing, should pay attention to the following three aspects.

(1) Value first

Before doing Weibo, you need to think about a question, what value does your microblog bring to the user? This value is manifold.

For example, the official microblogging of a real estate, if its fans are the demand for home purchase potential customers, this real estate Weibo can bring him what value?

First, customers can through micro-Bo to the real estate basic information to do a detailed understanding, such as developers, addresses, areas.

Second, customers can be the first time to know the real estate information, such as opening time, prices, concessions and so on.

Third, customers can consult the information related to micro-blog, such as the time of delivery, huxing, can provident Fund loans.

If its fans are already buying the property owners, what is the value of this real estate Weibo?

First, customers can keep abreast of the progress of the project.

Second, customers can participate in the activities organized by the real estate.

(2) Positioning

The concept of "positioning", which lays the foundation of marketing, is especially important in the process of doing microblogging marketing. Positioning is to give yourself a portrait, that is, the personification of the brand Weibo. Before doing positioning, must be to the real estate potential customer groups do a detailed understanding. For example, buy a villa customers and buy economical commercial housing customer demand is certainly not the same, and positioning is with your potential buyers accurate docking.

Microblogging is a media, but also a community, can attract each other, must be shared values and mutual recognition of a class of people.

(3) Content

Content is identity, what kind of identity say what kind of words. Content determines the value of micro-BO, reflect the brand height, display brand image. Before seeing some corporate microblogging, Twitter content is all jokes or life common sense to please fans, but think about it, if fans really want this information, why not pay attention to those who publish a lot of jokes and daily life common sense of professional Weibo?

The above two steps, is a subtle process, so that customers have a favorable impression on you, and gradually deepen, and the final transformation also needs a more powerful impetus, and activities in order to improve the forward booster.

3. Activity transformation

Before doing activities, first of all need to select the platform for activities, activities can be done on its own platform (such as their own official website), can also be done on other platforms (such as micro-blog, local community) and so on.

such as the recent emergence of the major bus stations in Chengdu Green space century elder sister ads, advertising creative people remember, if the use of activities to transform, I believe that can play a good transformation effect.

Secondly, the activities of the creative to meet the characteristics of the real estate and selling points, activities to have easy to participate in, the characteristics of the dissemination. About the activities of the section, there will be a chance to discuss with you in detail, but also welcome the attention of my Sina Weibo @ Zeng Wei-Internet observer discussion.

All things change, based on the changes in user behavior habits, real Estate Network Marketing "public opinion--micro-bo Interaction-Activity Transformation" mode can become active, help real estate enterprises in the competition to stand out.

This article starts Zeng Wei the Network promotion blog http://www.zengwei.name/?p=147 reprint please reserve the source.