In recent years, from the standardization of data to the onlineization of experience, to the intelligentization of services, online products represented by shell VR home viewing and VR belt viewing are increasingly being used by more and more people.

In February of this year, during the national epidemic prevention at home, Sun Qian, an auspicious billion broker, completed an online lease contract at home, which was his first billing in nearly two months. The tenant is about to become a dad. The delivery is imminent, but during the epidemic, the hospital forbids take-out delivery. Therefore, he needs to rent a house near the hospital to take care of the mother. Complete online signing, sign electronic contracts, and complete house delivery.

Sun Qian and his tenants were not dependent on online real estate transactions. On the contrary, Sun Qian previously believed that real estate is a traditional operation mode, and the main energy should be invested offline. However, starting from this transaction, the user habits of Sun Qian and the tenants will change to a certain extent, and they are paying attention to the efficiency improvement and convenient experience brought by online.

What attracts brokers is the improvement of business opportunities and transaction efficiency, but behind the online layout, it is actually the company’s judgment on the future. From the shell to find a house VR belt watch During February 1-14, a total of 3.09 million VR band views were launched (a 213-fold increase over the same period last year). Evergrande’s online subscription platform, Hengfangtong, announced that the nationwide subscription was nearly With 50,000 new houses, the layout of real estate online has become heavier and heavier, and the future value of industrial chain companies may also be re-evaluated.
Is spring for real estate online coming?

Online platform and deep diving network before the stage giant

Real estate has always been regarded as an asset-heavy and offline field, but in fact, the large amount of information required around real estate is very important to the transaction itself, and it can even influence the transaction. On the surface, the surge in online traffic of real estate around the Spring Festival was caused by the outbreak of the epidemic, but in fact it reflects that the user’s demand for information has not been met offline, and online has become a new channel.

Learning from the online case process in the fields of takeaways, supermarkets and other fields, in addition to the integration and evolution of logistics distribution systems, the integration of information and supply and demand matching is also a top priority. Although the real estate industry cannot build a logistics distribution system, the information needs and transaction experience of home buyers still need to be better integrated.

Sheungfangfang CEO Peng Yongdong said that the greater the amount of information on the platform, the longer the user will stay online, and users always want to get more information, so that the information of both sides of the transaction becomes symmetrical. .

Shell thinks,In a stable market, the business nature of real estate agencies is information. The core of a brokerage company is to provide information, match demand, and improve transaction efficiency. The greater the role of promotion in transactions, the higher the value of the company.

Online is conducive to information parity, reducing the degree of deviation of information variance in transactions, and changing the industrial chain through sufficient information penetration.

Hui Xinzhang, the vice president of Shell Finding House and general manager of Rushi Business Department, said, “An owner looks at the house, makes an appointment with the agent, completes the offline process, comes to the house, introduces for five minutes, and then walks. It ’s a painful process. Online will help speed up transactions and allow users to get more information in the same time. If you watch a set of VR in 10 minutes, you can watch 6 sets in an hour. “
Is spring for real estate online coming?

(such as VR Seeing a room)

Shell has always focused on two aspects of online layout. The first is to increase the information density, including the number of homes that users can choose, and the amount of information and single-dimension sources. The former can improve the matching of supply and demand, while the latter solves the problem of information authenticity and accuracy, and reduces the line. Dependence, thereby improving efficiency; the second is to establish online full-process transaction capabilities, including VR sales offices, direct bank connection systems, online signing, online process tracking and other aspects.

“The more real and more information the users get here, the more they trust you and the more they are willing to continue to interact with you.” The onlineization of high-frequency transactions relies on multiple transactions to confirm online Credibility, and real estate low-frequency transactions require more information, more transparency, fuller interaction, and more dimensional connections.

It is precisely seeing the potential for increased user information demand and the onlineization of real estate transactions. Internet giants such as Tencent and Ali have quietly dived into this field. Tencent is a shareholder of Shell Finding House, JD.com, and 58 in the same city. These three companies have frequently acted in real estate online. At the same time, Tencent has also invested in real estate SaaS service platform companies that will find housing, real estate and other real estate.

Alibaba has continued to increase in the real estate sector since 2017. It has invested in mushroom rental houses, Zhuge find houses, actually homes, Haier Home and other platforms and enterprises. In August 2017, Ali also signed a contract with the Hangzhou Real Estate and Housing Management Bureau at the Hangzhou People’s Government Conference Center to fully intervene in transactions in real person authentication, credit evaluation, monthly deposit exemption, and the establishment of a tripartite credit file for a large-scale layout in the future. Real estate transactions are online.

From the agent Sun Gan to the shell to find a houseNew brokerage platform, and multi-faceted layout of Internet companies, online real estate has gradually changed from a gimmicky marketing method to a mode that can change the real estate transaction process and user habits.

How online will change the real estate industry

When many people questioned whether online changes can bring much change to real estate, they have forgotten the new house sales market 20 years ago. A unit plan can sell the entire project, and later sales Offices, product white papers, and brand manuals are actually adding information to showcase products and attract users.

But in the offline part, the information provided to users in the real estate sector has been difficult to find an increase, and the change in the past ten years has been very weak. The real estate industry’s current information transparency and information density are not high, so consumers’ demand for information in transactions will continue to grow. The online path is almost the only available space, and it is the main path to change the real estate transaction experience.

In the past, the scope of activity of a broker was mainly limited to communities within three kilometers. The main customers of a new house project came from local residents within 30 minutes of driving. Therefore, real estate has always been considered as a strong regional transaction model. However, more and more stores and projects reflect that cases of cross-regional transactions are increasing. With the upgrade of the new section, the fluidity of urban residential demand is also increasing, and these cross-regional and cross-city transaction users are online. Information is highly dependent.

On the other hand, after 30-40 years of development, the proportion of replacement demand has risen, and it has even become the main consumer group in large cities. Such users have a larger radius of choice, a store, a project in a section They can no longer meet their needs, they need more listing information and more decision-making dimensions, and it is basically impossible to achieve high efficiency without online.

But in the traditional real estate transaction model, it mainly relies on person-to-person and point-to-point connections, and the degree of collaboration and network effect is very low. The working radius of the broker, the marketing radius of the project, and the standardized service capabilities of the company Very small.

Peng Yongdong mentioned in a speech in 2019, “I think the level of onlineization in this industry is very, very low. We do the whole process of SAAS, data, and systems. We find that many links have no data, or The entire process has not been opened up. It may be less than 20% of today’s modernization level. The entire process node has more than 100 nodes open. How each node achieves dataization and systemization, including the standardization of the process, has not been opened. Real estate online and standardized The process has just begun. Data brings understanding. User understanding will produce a better experience. This thing is going to die. “

Learning from the online experience in the field of takeaways, the real estate industry also needs to establish networked operation capabilities among houses, consultants, enterprises, platforms, and users, and do a good job of localization services within a range of three kilometers, while satisfying three kilometers away. Liquidity and cross-regional needs.

Can increase brokerageThe model of the working radius of people / sales consultants is online. One that can bring network-based collaboration effects is a management system and the other is an online service model. The ultimate decision maker that causes all this change is the needs of users. Shanghua is an efficient way to serve users in more dimensions and ultimately establish a connected, symbiotic ecosystem.

The truth about the future of the industry under the epidemic

Although the current epidemic situation is extreme, it can be called a parade for the real estate industry to respond to the future. It has tested the company’s cash flow, response speed, adjustment capabilities, product structure, and user’s grasp and forecast of future trends. .

Shell believes that the key words in the future are service, store, and digital. Online will become the place where consumer habits change the most, and this epidemic can see the ability to serve consumers online.

According to the data of the Shell Research Institute, the newly-increased customers in the first week of February have begun to gradually recover, and mainly come from online. Both the number of online browsing users and the proportion of new customers coming online have increased. In the first week of February, the number of online browsing users of key 18 city chain homes increased by 18.7% from the previous month. The proportion of online conversion customers such as IM instant messaging and 400 telephone calls increased by 16 percentage points compared with the same period last year.

Statistics of Beijing Chain Home on the shell platform show that on February 1-10, the rental business signed a total of 115 orders, of which 102 were signed online (89%), and customers have not seen the house offline. 65 orders signed online (57%).

Returning to the original intention of the transaction, under the state of marketization, the way to improve consumer experience and transaction efficiency must be the future trend.

Peng Yongdong, CEO of Shell Finding House, said, “The proportion of online transactions is highly positively related to the performance of stores. Brokers who actively embrace online transactions have also greatly improved their capabilities in the process.” Online Empower consumers to make interaction scenarios more possible.

In recent years, with the continuous rise of digital technologies represented by big data, VR technology, intelligent hardware, and artificial intelligence, the field of residential services is accelerating the iterative process from traditional offline to online. From the standardization of data to the onlineization of experience to the intelligentization of services, online products represented by shell VR house viewing and VR belt viewing are increasingly being used by more and more people. The future has come, and now unknowingly changing.