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In May 2011, when the real estate marketing master Pan Shiyi and the then Chairman of the Board of Directors of E-House China, Zhou Wei, launched an online auction, his purpose was only one: to create a new topic through his identity as Weibo and maintain himself. And his corporate SOHO China’s high visibility.

But unlike any previous and future event marketing, Pan Shiyi’s action has become a dividing line for real estate marketing in China.

Before, it is the era of slash and burn of real estate marketing. In this era, offline is the only way to send flyers and advertises, and marketing has no other way than to fight for money. In the future, the Internet has gradually become a standard. Real estate e-commerce update, channel CPM effect billing into new ways, real estate Internet big infrastructure, real estate O2O popular, only a few years, the development of the Internet has made real estate marketing change several times.

In the past, marketing agencies such as World Union, Huayuan, and Hefu were brilliant, and they were all swaying for 20 years. Later, the market share of traditional institutions was reduced or even disappeared. New homes, Yijufangyou, Jiwu, Zhuge looking for houses and other new forces have risen, listings have risen and fallen, valuations have risen and fallen, and the situation has changed.

Real estate internet marketing for eight years, summing up the past and exploring the future.

1 Pan Shiyi started the first shot of the real estate e-commerce

In April 2011, at a financial conference in Boao, Hainan, Pan Shiyi met Zhou Wei. At that time, Pan Shiyi’s Galaxy SOHO is in the sales period, he is looking for some new marketing methods; and Zhou Wei also introduced Pan Shiyi to the online sales office he is brewing.

The short-term meeting between the two marketing experts has effectively reached a sensational marketing case in the industry.

After a month, 11 suites including Galaxy SOHO and Wangjing SOHO were placed on the Internet platform built by Sina Leju for public online auctions. Pan Shiyi promised, “0 yuan to start shooting, how much to sell”. But Pan is not worried about the sale of low-priced properties. These popular listings have long been eyeing the intentional customers invited by offline salespeople.

This online auction method, which is not new at present, caused an uproar at the time. The positive public opinion believes that this auction, the fashionable online auction method at that time, was operated in the real estate field, and it has the preliminary conditions for the real estate e-commerce; there are also opposing voices that this kind ofIt is a way of relying on offline customers. It is not a real e-commerce.

The focus of the debate is on the role of the network in it: is it just providing the underlying technology of the Internet for use by both parties to the transaction, or is the Internet really allowing transactions to go offline?

The debate is not limited and there is no result.

Following, Vanke, Evergrande, Taobao and other first-line developers and Internet companies have joined the trend. From online auctions of listings to the introduction of the popular group buying model to real estate e-commerce transactions, real estate marketing began to connect with the Internet. Vanke even joined forces with Ali to launch Vanke’s online flagship store. Fangxing Real Estate (later renamed China Jinmao) opened the CD Festival on Double 11 this day. Real estate e-commerce completed from single-sale auction mode to listings to buy whole or even all properties. The stage of online sales changes.

2 Real Estate O2O, Online Effective Marketing Start

The popularity of real estate e-commerce has accelerated the application of technology in real estate transactions. At the same time, it also makes it possible to get customers online.

Several online auctions launched by Pan Shiyi, with the gradual enlargement of marketing volume, the more buyers brought online, the more the local real estate, such as tourism real estate, also provided the opportunity for the development of online viewing.

The network, starting from the pure media propaganda positions such as SouFun, Leju, Sohu Focus, became a position that can really get customers.

The real estate e-commerce has matured in 2011 after the market education. Regarding the online and offline debates, the online can get customers, but need the offline cooperation, the user online to fully understand the information line to see the transaction, the real estate O2O concept.

The property O2O is called an upgraded version of the property e-commerce. Real estate O2O has created the effect charging of the Internet era, namely CPM charging method, which is very popular among real estate marketing providers. Prior to this, the cooperation between real estate developers and project parties and the Internet was mostly based on advertising and cooperation, and the Internet platform did not need to be responsible for the actual transaction results.

The real estate internet platform combines some of the advertising effects with the offline guides and the resident reception of the case to help developers complete the deposit. This kind of O2O model, which transforms customers from online to offline, pays more attention to accurate customer and guide results, and captures the customer’s intention to earn revenue.

In addition to the new method of trialing O2O by Internet real estate media such as Leju and SouFun, in 2012, along with the tide of O2O market, a group of new companies focusing on real estate O2O emerged, many rooms, good houses in China, National companies such as Pinguan Technology and some O2O platforms that focus on the region began to appear, vying for the channel market of real estate marketing online guides.

3 The rise of mobile tools and new companies

When online and offlineTo become a common way of real estate marketing, the concept of real estate O2O should be out of the historical arena. The demise of the O2O concept has even disappeared, which does not mean that the Internet is useless in real estate marketing, but is integrated into real estate marketing in a more in-depth way.

If the real estate e-commerce is a breakthrough in the end of the PC era, then with the advent of the mobile Internet, the trend of mobile instrumentation has given new powerful weapons to real estate marketing.

From the acquisition of the customer to the report, and then to the conversion to the sales office forcing, the mobile tool solves the real estate marketing process to quickly follow up the customer’s ability anytime and anywhere, real estate marketing into the mobile Internet era.

The number of rooms that have grown rapidly in the O2O tide, sales technology, good house China, and Kyrgyzstan have quickly become Internet platforms covering mobile Internet tools. On the one hand, they link brokers, connect new house developers on the one hand, and become the management platform for developers and sales channels, making channel distribution more efficient.

At the same time, developers are also aware of the value of mobile Internet. In addition to the project listings added to the above-mentioned platform to build the national marketing and linkage distribution, the first-line housing enterprises with capital strength also began to establish their own distribution platform. For example, Evergrande has established the Hengfangtong marketing platform, Country Garden to build the Country Garden Phoenix Platform, and many second-tier housing companies such as Ocean Real Estate have begun to build their own platforms.

Distribution commission is a huge market cake. Developers who try to establish their own marketing platform hope to have sufficient data on buyers. They also hope that in the distribution market, “the fertilizer will not flow outside the field.”

Either the developer-led national marketing, or the platform-wide national marketing, has experienced a pattern of ups and downs. In the first half of 2014-2017, the hot sale of new homes made developers unwilling to invest in national marketing. In the essence of national marketing, the customer referral cycle is long, slow, and difficult to operate, allowing developers to turn to channel precision and investment. A second-hand linkage channel that works quickly.

4 The same way: the Internet of second-hand house brokerage company

At the same time as the Internet platform focusing on new home marketing was born and developed, the Internet of second-hand housing brokerage services was also being carried out simultaneously.

Since 2013, due to the rising port charges of SouFun, the chain companies and other brokerage companies have made up their minds to build their own Internet platforms. In 2014, the chain home online line upgraded by the chain home, the slogan is full-network real estate, effective market positioning combined with multi-dimensional promotion, chain home network quickly opened the market, began to become the earliest self-built Internet platform enterprise in China’s intermediary industry. I love my family, 21st century real estate, Zhongyuan real estate and so on.

The internet process of second-hand house brokerage companies is far more complicated than what the outside world sees. In fact, the chain’s Internet transformation has been carried out before the chain home network seen by the audience. As early as 2009, the chain company cooperated with IBM to manage the broker.Attempts to work on Internet jobs, in short, are the first to establish an intranet among brokers, making collaboration and management between brokers more convenient.

In addition to this, including the construction of the real estate library dictionary, the real estate transaction in the real estate transaction between the brokers and even the brokerage store between the housing sharing mechanism and cooperation rules, commission rules, customer tools, etc., are in second-hand housing The scope of the Internet transformation of the brokerage company.

In April 2018, on the basis of the chain home, Zuo Hui launched a shell search platform. This linkage of brokers, second-hand housing buyers, second-hand housing sellers and developers and even renovation and other industries in the upstream and downstream of the various aspects of the residential service platform, the second-hand housing broker tooling has been pushed to a new level, namely second-hand housing brokers and other The integration of the fields and the sharing of resources.

This and the above provide the rise and development of companies such as Fangduodu. Although the Internet is grafted from different fields and racetracks, the same goal is achieved in the same direction, that is, the Internet is used to conduct Internet-oriented and platform-based tools. .

The chain-starting shells used the Internet to finally go to the platform-based company, providing basic services and collaborative management solutions for the brokerage companies; and the companies that have entered the new home sales service represented by the large number of houses have also become platform-oriented. To provide second-hand housing brokers with all aspects of resource linkage to increase efficiency.

5 Infrastructure Internet infrastructure and private domain traffic exploration

The real estate Internet has grown from the beginning to the prosperous, and finally to the crossroads where traffic is realizing. Whether in the consumer goods sector or in the vertical sector of real estate, the increasing cost of traffic is an overall trend in the Internet industry. In the era of traditional portals, the competition on the Internet platform is not intense. The traffic is basically concentrated on some large platforms. The development of mobile Internet has impacted the trend of traffic centralization. The diversified choice of users has caused the traffic to become more dispersed from the center.

In the real estate sector, a clear trend is that the traditional online platform search room, the world, Leju, Sohu focus and other platforms flow decreased, the traffic purchase cost of port platforms such as Anjuke increased, so the annual price increase was The phenomenon of user resistance.

However, in the real estate vertical field, even the centralized flow of the platform can’t escape the magic of how to realize, the accuracy of the flow, the conversion rate of the flow, all plagued the real estate Internet marketing practitioners. The quality of Internet traffic (that is, the accuracy of customers) is the core of real estate marketing. The professionalism of the group that controls the relationship determines the conversion rate.

Private domain traffic began to be valued along with the rise of the real estate industry Internet. Products with high customer price and high decision-making cost are naturally suitable for private domain traffic, and the real estate brokerage company’s millions of brokers have a stable relationship with buyers and sellers, and naturally have the long-term operating characteristics of private domain traffic.

And with years of Internet technology in real estateThe application of the industry, the construction of the real estate industry Internet, to build and maintain the private domain traffic of real estate marketing, laid the foundation.

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The broker’s army has a long-term business nature of private domain traffic

Review the development of the industry Internet.

Real estate Internet marketing has been slower than other Internet sectors such as consumer goods. In addition to the industry characteristics of real estate itself, the Internet foundation of the real estate industry is relatively weak.

For example, real estate marketing transactions must be the housing, capital management system, real estate transaction source identification mechanism, new housing and second-hand housing sharing mechanism and cooperation rules, commission rules, tool use, access channels and even training system Etc. The importance of the construction of these infrastructures is equivalent to the logistics, payment, and business management systems in Jingdong and Taobao. However, before the emergence of real estate e-commerce, there was no enterprise involved in the infrastructure construction of these industries.

Funduoduo, chain home and other enterprises have invested heavily in the construction of industrial Internet infrastructure around real estate transactions, real estate really ushered in the era of Internet application. With these basic constructions, interaction and cooperation between industry practitioners becomes possible, and private domain traffic has the potential to flow among industries.

6 Channel effects, the ultimate direction of the real estate Internet

The application of real estate e-commerce, national marketing and private domain traffic promotes the integration of marketing and channels, as well as the development of marketing and channel effects. The developer’s gold master establishes the measure of channel effectiveness, which is equivalent to establishing the major players. Unified access standard.

The media takes customers to convert transactions, and settles according to the post-employment standard; channel companies and electric sales companies can still rely on the transaction conversion to attach to the platform, or independently operate the project to obtain revenue.

Marketing channel effects dominate the sales model across the industry. On the whole, there are these companies currently engaged in “channel distribution”.

1, brand category. Represented by shells and easy-to-home friends, they have their own direct or franchise system, have their own database and customer source, can not only integrate store broker resources, but also have strong financial strength, but also have data capabilities.

2, integration class. These companies are light-mode operations, or Internet platforms, such as a large number of rooms, and have a certain relationship with developers and brokerage companies. Through the integration of SaaS technology + resources, the distribution strategy is formulated for the developer’s preferential policies, but the integrated resources are many. Or service brokers to achieve transactions.

3, resource type. Developers are willing to integrate data resources, that is, channels for customer data, such as high-end members, platforms that have data on buyers, and use distribution, registration, and conversion to complete distribution.

4. Media. Some media, including new media, have such companies in various places, such as the floor of Hangzhou, Nanjing property market, 365 Taobao, etc., through their influence or expert influence, organize media reports, lectures, and the way of viewing groups for development. Merchants are diverted to provide trading opportunities and obtain commissions.

These participants who were originally on different roads have the same goal, and at the same time, they are moving towards the channel of marketing channels. Just as it moves from centralized traffic to mining private traffic, it ultimately points to conversion efficiency and cost.

So, where is the final direction of marketing channel effectiveness? Undoubtedly, a second-hand linkage is one of the most natural and cost-effective ways of the various composite distribution models. China’s 2 million brokers are deeply involved in the buying and selling services of 200 million community families. On average, each broker provides information and in-depth services for 100 families in the sale and purchase of houses. They are the largest controlling group of real estate traffic.

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Channel Distribution Market Trends

The linkage of the distribution of distribution has begun. The self-operated brokerage system represented by shell-seeking houses and easy-to-home friends has created a total of 700 billion new homes to distribute GMV. In 2019, it is expected to complete the trillion GMV this year. The open and resource-integrated platform represented by the large number of houses is the first. Becoming a successful representative of China’s real estate Internet is the final gateway to Nasdaq’s listing in the US; resource-based and media-based platforms also have their own market space in some cities.

From 2011 to now, real estate internet marketing has completed the transformation from propaganda concept to essence after 8 years, and completed the infrastructure construction, let the real estate marketing go out of the era of chaos and chaos, go to the sunshine and transparent, and go to the Internet to be efficient. The essence of justice and equality.