Xiangru: Online purchase to subvert the traditional marketing model of real estate

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

With the Internet and the rise of E-commerce and network marketing, is generally considered to be through the Internet, the use of modern information technology, combined with the traditional marketing strategy, the marketing activities on the Internet. E-commerce and network marketing is the use of Internet and digital interactive media technology to achieve the desired marketing objectives. Network Marketing is an important part of the booming electronic commerce in the world, and it is the product of the combination of Internet technology and traditional marketing activities. Senior Internet operations expert http://www.royec.com/Xiangru that: the era of network economy, the real estate Network marketing will soon become a new topic in the field of real estate.

Online home purchase will threaten real estate intermediary, online housing prices and service charges more transparent

In the previous concept, decided to buy a house, began to find various newspapers in the real estate ads, all over the streets of the real estate agency companies looking for listings. This traditional way of trading, the general intermediary companies must be in the buyer and seller, the intermediary company to obtain the expensive intermediary fees often let the intention to rent or buy second-hand housing consumers to the original favorite House to consider repeatedly. On-line second-hand housing compared with the traditional intermediary, what are the advantages and weaknesses?

For the cost problem, the traditional intermediary to provide housing faster than online second-hand housing platform services, while in the Commission, the latter more normative and transparent. If the purchase is successful, the traditional intermediary will charge 1%-3% commission, if commissioned by the intermediary agent loan, will occur in thousands of different housing assessment costs, may be involved in the room fees, transaction tax. Xiangru analysis, the traditional intermediary house sales price can not be open and fair, the composition of the bargain is very large, and online home purchase, the buyer to provide brokerage services to the member intermediary agencies to pay 1%-3% commission, in addition to no other costs, and the house sales price published online, prices, Withstand the comments and trust of all netizens. On the above two aspects of comparison, online housing and traditional intermediary advantage is obvious. The trust of traditional intermediaries seems to have been challenged and threatened.

In addition to price and service charges on the standard, online second-hand housing has also developed including full-time services, access assessment, card services, telephone return visits, including a series of service personnel Management system. Customers can log on to the site to check the service personnel photos and numbers. And in the traditional intermediary company side, with the government's real estate market regulation and control policies have been promulgated, through the housing intermediary companies listed sales have increased. But the turnover decline, to the intermediary companies bring no small pressure, some intermediary use of consumer property knowledge lack, information asymmetry, by concealing the real information of the House, interception of intention and sincerity gold, the transaction does not successfully embezzle intermediary fees and other means of illegal operation, infringing the legitimate rights and interests of consumers. The relevant information about the municipal Consumer Protection Committee indicates that the cases of such complaints have obviously increased.

Online home purchase impact on housing and housing Fair

In recent years, Xiangru in the study of online housing, several major cities in China, the Housing exhibition and the Shanghai Housing Fair Survey. The housing fair scene is more than one session deserted, the housing exhibition visitor number one term gradually drops. There are many people after the exhibition, appear very disappointed, the quality of the new property is not even comparable to the online trailer for real estate, the internet than the exhibition more convenient. In the industry Xiangru view, the change in the way the purchase of the house show attracted gradually decline, many consumers began to seek through the online real estate on the official website to see sales, opening time, and then to the scene to see the environment, online home purchase. Xiangru said, now many developers use reservations for market research, in Shanghai, all kinds of housing exhibition is hot, the housing exhibition has been a large number of consumers to collect information on the main site, consumers also understand this. At the exhibition, they could not collect enough information and couldn't get a room. Under the new policy environment, the situation of the housing exhibition is rather awkward. For developers, in the current situation, no longer need to accumulate more customers, to participate in the housing exhibition for sales help is not very big. While the number of online real estate browsing has been soaring, the heat of the once-hot Shanghai housing show is falling. As the organizer of the Shanghai Real Estate Association, said that in the new policy environment, the consumer purchase way from the net to the Internet, the housing exhibition in the consumer purchase process played a weakening role, and increasingly become a single developer to show the image of the stage. The new changes prompted the Shanghai housing exhibition to face more and more serious investment situation, last year, held more than 20 housing exhibitions this year will certainly significantly reduce the number of matches.

At present, through the real estate website to browse the relevant information as a reference to purchase, and even home purchase, has become consumers, especially young consumers choose one. Through the network, consumers will first have a general understanding of the House, can exclude a part although the price can be accepted but the house huxing, structural conditions, such as not in line with customer requirements of the housing, so that customers choose a more purposeful housing, to avoid time-consuming and laborious blind spot to see the room. The Internet not only provides a house chart, but also a photo and video of houses, so that consumers can really save the time to see the room frequently. The website also provides information about real estate information, life knowledge, decoration knowledge and so on for inquiries.

Online purchase can be repaid in advance

Shanghai Bank introduced a new policy in April 2005, the bank recently targeted at its second-hand housing online trading system "Silver Room Pass" for loans to the public issued a series of preferential repayment conditions. It stipulates that the normal repayment of one months after the public can choose to repay the loan in advance, without the payment of liquidated damages, the number of early repayment is also unrestricted.

Shanghai bank leaders said that its "Silver Room Pass" system can also be in line with the provisions of the online purchase of the public, the provision of inward mortgage services, and can be exempted from the general operation must pay the phased guarantee fee. Other member banks, which are trading on the Internet, say there is not yet a similar policy of early repayment. The Bank of Shanghai's other customers from the loan date of 6 months in advance repayment, the need to pay liquidated damages, more than 6 months will not accept liquidated damages. According to the regulations of other banks, each bank's prepayment policy is different.

Online purchase challenges the traditional real estate marketing model

Network marketing is a kind of impact on traditional marketing, but also a kind of change, but network marketing and traditional marketing is not irreconcilable, network marketing is essentially the same as traditional marketing mode is still to guide the goods and provide services, from producers to consumers and users of all the business activities. Network Marketing is a marketing activity based on Internet environment, and it is a new marketing method, which utilizes new marketing tools and marketing concepts, such as the new Idea of network media communication and computer network technology. and real Estate Network marketing is to make full use of the Internet's technical advantages and efficiency advantages, further expand the real estate marketing space, highlighting the characteristics of real estate projects, more comprehensive provision of real estate information, more targeted to consumers to launch real estate products, to enhance the consulting, development, Intermediary and other real estate business enterprise's competitive ability, thus better serve the consumer.

In traditional marketing methods, the main use is push (push) way, marketers through the use of mass media to disseminate the ability to quickly pass information to consumers. Marketers are the active push of information, consumers are passive recipients of various information, marketers can clearly convey the message they want to convey, but consumers cannot directly reflect the views to marketers, marketers can only use market research and sales performance to understand the results of marketing activities, Causes the marketer and the consumer cannot complete the communication information, not only causes the marketing time to lengthen and the expense cost to become big, moreover because the consumer becomes the passive information recipient and will inevitably have the aversion to this, this is the big industrial enterprise large-scale production condition under the seller's market characteristic.

and network media characteristics and this is different, the main use of online marketing is "traction" (Pull) mode, network media using "many to many" marketing model, can provide an immediate new mode of communication. Consumers on the Web can be information recipients, can also be the sender of information, marketing information targeted consumers can have a lot of initiative, you can decide when to browse, to which page to browse, browse what content information, in addition to consumers if the real estate ads on the internet, You can click on the relevant content and get more detailed information so that the relationship between marketers and consumers has changed radically.

such as this type of online home purchase, do not need to go from one place to another to choose a room to see, only at home, the use of the Internet, you can understand the size and environment of the entire community, to carry out a variety of housing inquiries and watch, buyers are concerned about all important information such as the appearance of the house, the layout of the room, the surrounding community environment, parks, School and so as long as with their own fingers gently hit the glance, panoramic view, in a variety of real estate projects for a comprehensive and prudent choice, comparison, buyers can find in line with their own ideal housing needs, the past is very time-consuming, tongue and energy of the selection process, in the Network marketing environment, Become very relaxed and fun and quick and quick. If there is money online payment means, can also sign a purchase contract online. http://www.shidaie.com/Marketing will develop with the way of social life and the tools provided by the newest technology. In recent years, new forms of marketing have been emerging, directory mailing Services (DM), TV shopping, no store marketing have made rapid progress, people have gradually accepted this kind of direct communication between consumers and marketers, and the Internet as a new global modern commercial media, the implementation of commercial marketing activities of the location and tools, Led to the emergence of revolutionary marketing practices. Xiangru pointed out: the Internet purchase not only subvert the real estate traditional marketing model, but also the inheritance and development of real estate traditional marketing. < Wen/Xiangru, source www.RoyEC.com Roy net >