The "second Spring" of real estate marketing on the internet

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Xiangru: The development trend of the real estate website, the "second spring" of real estate marketing

With the gradual improvement of the real estate market and the reduction of some property transaction taxes and fees, the choice of real estate investment has become a new fashion for the preservation and appreciation of family property. To achieve the maximum value of the house, home buyers can save some money in the purchase. So, what is the consumption of the way you can save money in the purchase? The answer must be "online home purchase."

Wang Shi's "inflection point theory", since 08, some of the city's real estate projects have changed over the past few months to discount, gratuities and other means of promotion, the direct introduction of price-reduction projects, the property market changed up and down the situation, at the high point of the price downward trend. So there appeared the Peking University professor Xu Xianqing and financial critics of the "Shenzhen house price Betting Event" "Newspaper apology Incident," the half of the entertainment, the author Xiangru www.RoyEC.com think: The current property market price adjustment will not threaten financial security, the housing market ' rescue ' said unscientific is not necessary. How to look at the current real estate market trend, whether the real estate market to achieve rational return? From the market sales situation, people's desire to buy less, the decline in the expected increase in house prices, investors a large number of exit from the market, leading to a period of time in the market facing the plight of insufficient demand, The capital pressures facing real estate companies may lead some developers to sell their land or houses at low prices.

The author Xiangru asserts that the real estate market will still be in the adjustment stage in the coming period. It should be noted that, although the current market downturn, but the demand for their own lives is still strong. Tighter monetary policy should continue to be applied to curb excessive investment demand in the market. At the same time, continue to increase the effective supply of housing, adjust the housing supply structure, so that the real estate market in the new supply and demand relationship to find a new balance, and gradually achieve rational return; Moreover, when the "online home purchase" gradually in the real estate industry popularization, the house price inevitable rational return!

Online home purchase is the inevitable trend of real estate marketing

The rapid development of the Internet Information age, the unprecedented breadth and depth of the network into people's economic life in every corner, any industry can not be divorced from the impact of the network exists, the wave of the internet is an unstoppable trend into the real estate industry. The ever-changing information technology provides a strong technical support for real estate development and management, and it is free from the time and space constraints of information dissemination. The informationization has impacted the traditional real estate operation mode, the real estate industry, as the 21st century optimistic popular industry, also is increasingly networked. But how does the network real estate marketing maintain the sober understanding in this kind of flourishing picture, to find own way in the exploration of the real estate Informatization road? Real estate developers are springing up, the building is also changing. Developers care about return on investment, buyers cautious pay. The traditional way of real estate marketing can not meet the needs of developers and buyers, a new way of marketing is quietly appearing.

"Online house purchase" is a new mode of operation in the whole real estate marketing system, it has the traditional marketing model can not be compared to the outstanding advantages, that is, strong interaction, purposeful, strong initiative, inclusive, informative, directional strong, multimedia display, swiftness and huge information load; In view of this, Real estate developers also gradually began to attach importance to the brand image of their company or development projects on the Internet and the shaping and influence. The network facilitates the circulation of the real estate market information; As a platform for developers to compete fairly, the network provides more opportunities for buyers: The internet has the advantage of low-cost and fast access, breaking the regional restrictions of the real estate market, shortening the time of various information circulation, eliminating the tedious process of collecting information, Make production and consumption closer. Due to the weakening of the middle-level function of the real estate enterprise structure in the network economy, the administrative structure gradually tends to flatten, the buyers and developers at the end of the network can communicate directly at both ends, real estate site will be set up their own web pages, to consumers understand information, browse pictures, feedback information and other forms quickly over to the online payment of money way , on the Internet to sign a purchase contract, to the real "home, online home purchase" Direct marketing, so that the network of real estate online payment of E-commerce sales form, product marketing.

Internet contact households, the same region or different areas of developers of products can be presented in front of the buyers, making the product differences between developers more intuitive, comprehensive and convenient to check. In the future, every transaction in the real world will be fully recorded in the network, making the information flow of the whole society become more transparent and the competition fairer, thus providing a fair competition platform for the developers of different abilities. The information provided by the Internet is extremely rich, in the past by brokers and real estate companies to monopolize the resources available on the Internet can be found, some professional class of real estate trading site has also established a huge database and provide a conditional search function, so that buyers can quickly and easily in a large number of information.

"Online home purchase" is to network as the carrier of the media, its main audience is young people, and college education, the number of Internet users have been maintained at about 70%, such a high level of education to ensure that the population in the future has a high expected income, which ensures their consumption capacity. It shows that the network real estate is actually facing a large potential consumer group, and the network real estate is promising. With the gradual infiltration of the network into the lives of urban residents, the people's lives, reading and work habits have a far-reaching impact, how the real estate development project marketing strategy and network marketing technology closely combined to promote project sales, the current marketing planners are challenges and opportunities. Who can take advantage of this "online home purchase" A new means, who is the winner! Real estate Development Enterprises will face the advent of the network era www.shidaiE.com with a positive attitude.

Online home purchase is the product of the internet age

Through the Internet Information Technology, real estate development enterprises can obtain a lot of market demand information (including the effective demand of the future market, the change of buyers ' interest preference, the composition of the target buyers, the effective information of competitors and competitive real estate, even the popular architectural design style, new building materials and other information resources), For enterprises to market segmentation and restructuring of the project structure to lay a solid foundation of information and development as a guide. can also large-scale collection of potential home buyers and buyers of existing projects feedback, real-time grasp of the customer's thinking, preferences and affordability of the price. Thus, it can improve the reaction ability of the enterprise to the market, and finally achieve the goal of improving the correctness and predictability of the decision-making and improving the market competitiveness. In the various procurement prices (including land, planning and design, construction, materials, etc. on the basis of comparison, the preferred procurement. Compared with the traditional media advertising, network advertising spread a wide range of interactive, strong, targeted, the number of audiences can be accurate statistics, real-time, flexible, low-cost, strong sense of the senses. For real estate, the advantage of network sale is very obvious, such as the use of three-dimensional technology can be faster and community planning virtual display, so that buyers are very intuitive to feel the future face of the community; using two-dimensional animation technology can simulate the buyers in the road to see the scene, so as to show the traffic convenience characteristics of the real estate; Using the form of comic strips, can show the future of the Community intelligent management and so on. The network real estate display attracts the consumer to understand the developer's property and the property management Service, and finally urges them to make the purchase property the desire. Therefore, the relationship between real estate enterprises and consumers is no longer a one-way, but parallel dialogue.

"We collectively expect the Web to integrate us," he said. This sentence in the cause of public concern is far higher than the national news report, also means a new era, network sales will increasingly become integrated real estate marketing core missiles. Now consumers and marketers will actively use the network technology to gain their advantage. Any company that is sensitive to modern information technology will actively use the Internet to win a place in the more intense market competition in the future. The rapid development of network technology has greatly promoted the real estate industry network process, in the past two years, online housing exhibition, video viewing room, online booking, online group purchase and other online transactions have been launched, many professional real estate sites have emerged, and has grown from small seedlings to towering trees.

People turn their eyes to the network again, the characteristics of real estate products and their transactions determine the site in the real estate market business opportunities than anywhere, the mobility of real estate products, differences (each set of rooms have different location, block, lot, community, location, environment, room, floor, orientation-different use value and price), Determines that it is a heterogeneous commodity. Only when the information is fully understood and compared will consumers make decisions about buying and renting. The rapid, flexible, image, direct, wide, interactive and inexpensive characteristics of the Internet provide the best tools and communication platform for the release of real estate supply and demand information. Consumers can save the pain of reciprocating travel, enjoy the full selection of the best music. Buyers from the acquisition of housing, comparison of the project's specific situation, to understand the market, and then to the reference expert opinion, to watch the virtual three-dimensional building book, all can rely on the site to solve, fast and efficient network information will increasingly affect real estate consumption behavior.

"Online home purchase" as a new virtual economy and the reality of the combination of real estate, especially in China in this particular environment it is not possible to develop in the United States and other highly developed countries like the formation of a perfect all-round real estate marketing. China's real estate network should be consistent with China's current situation, that is, the current real estate development must be relocated, neither too high nor too low, must correctly determine the development of the main body of the network real estate. China's real estate development direction is only as a media presence, the purpose is not for marketing, but focus on as a form of intermediary and advertising media exist. SouFun in this special stage of development has been earned for many years, now network marketing has entered another era, network marketing has information fast, rich, publishing and access to information costs are low and can be interactive communication and other characteristics, which makes the real estate marriage after the internet, Real Estate Network Marketing has many obvious advantages compared with traditional marketing; Network marketing and E-commerce is no longer a strange word, many industries are in the development of network marketing and E-commerce, "online sales" will inevitably become now and future real estate enterprises and real estate category of the site "battleground". At present, the real estate industry, the development of "online selling house" business is still very few. Less there is a market, grasp the present, open up the future, "online selling house" is the inevitable outcome of this era, bright prospects, promising.

At present, the domestic real estate online home purchase is still in the initial exploration stage, mainly because most consumers, real estate developers and real estate agents on the characteristics of the Internet and the development trend has not been understood, the second is because the national tax law in the chapter of E-commerce is not particularly perfect, The third is the security of online payment and the issue of bank's quota, but it still needs to be perfected in all aspects, but the application of new network technology and electronic commerce in real estate will never stagnate for these reasons.

Website Construction of online house purchase and traditional real Estate network marketing

From most of the real estate site, mainly to query and active publicity, but relatively weak is the consumer information feedback attention. Often cannot satisfy the consumer, the consumer has no way to obtain more information, also cannot carry on the direct inquiry, the interaction from the net. How to let consumers and sellers face-to-face in the Internet to conduct a series of issues of communication, interactive questions and answers, to find a satisfactory balance point, is the problem, which requires the technical and strategic solution to the problem of consumer interaction. The construction of the website into a two-way interactive information channel: the site to provide consumers with detailed information on real estate, to provide consumers with multi-dimensional choice of space. The network also as a feedback information intermediary constantly to the sellers feedback consumer needs, hobbies, consumer affordability and other information, so that vendors further improve sales.

How to show the real and beautiful interactive online house point production area and real estate has been a major obstacle to network marketing, a lot of Web site real estate developers have been hurt by the brain. How to easily show the location relative to the city, the surrounding facilities of the community, the living culture surrounding the community, the overall layout of the community, the overall appearance of the suite and the structure of the suite, etc., so that users can browse by the third person, so that the access to information becomes simple, intuitive and convenient Thus, it is easy to realize the stereoscopic visual network display of the whole district, and it is a realistic network real estate video display technology problem that needs to be solved at present.

In the real estate industry in the network marketing. Here to share with you a just learned to soon marketing methods MLS. MLS (ListBox Listing Service) is popular in Europe and the United States in the real estate sales model, which means multiple listing services, its core is a number of regional and even nationwide database. This library is all the availability of information, by the developer authorized seller broker input to the database, buyer brokers in accordance with the requirements of buyers through the Internet from the database to query the appropriate listings, trading commission by both sides to share. The establishment of this database is the core competitiveness of the site! With this database, the listing information has cross-regional sharing, intermediary agencies equally, the cost of sales significantly reduced, do not have to advertise and build sales office, the house and surrounding supporting the introduction of text, pictures, video and other forms. At present, through the MLS sales of housing accounted for the total amount of real estate transactions in the United States about 95%--this is a thrilling figure ah, "online home purchase" will allow China's real estate agents will lose most of the living space and competitiveness.

The current series of current decisions in China's online real estate can not be like the United States and other developed countries, to network real estate marketing as the main body of the network real estate to achieve online payment trend. Almost all buyers have a lengthy selection process before deciding to buy, and they cannot simply pay a large sum of money on the Internet. The author Xiangru that in China, the main development direction of real estate website at present stage still should be the propaganda of real estate information as the main body, build the Chinese network real estate information source database is the fundamental, is the real estate online transaction precondition.

Real estate website to update the real estate information is not timely, to provide some outdated information, but for consumers caused misleading and a lot of inconvenience. Such information must be rigorously reviewed and managed, first of all, the legality of the network real estate business must be a clear audit, it is absolutely not allowed to appear unqualified and do not have the ability to sell vendors appear;

Can through the commercial housing online auction to promote the project, enhance the popularity of the project. The online auction is the fashionable real estate sale way, it through the market demand to determine the property price, has the fair characteristic, simultaneously can win as much profit for the development enterprise. In addition, as the online auction form of novelty, can gather enough popularity, more on the project publicity, so that the direct pursuit of property profit maximization on the basis of indirect advertising to promote the effect of a pair of birds. Under the current market conditions and network level, online auction technology is not particularly mature, easy to auction delay, the sale of different steps and other issues, and the relevant laws and regulations are not particularly sound, the implementation of the plan should be quite thorough.

Although the network's large amount of information and fast characteristics of the buyer's choice of the process of convenience, efficiency, but the buyer of real estate perceptual consumption concept is the network can not be replaced, so in a short period of time to change the traditional consumer concept is not easy. The virtual nature of the network determines that it cannot replace real estate transactions. As a consumer, it is impossible to decide just by the word of the real estate business, so consumers to the network is still as a means of understanding real estate information, and can not be the way to buy, to join and "online housing" entrepreneurs need to have a mature operation strategy and considerable strength to ensure that the line, citing an old saying "network risk, Investment needs to be cautious. " (Text/Xiangru)