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8 Conversion Techniques for High-Customer Unit Price Products.

Editor’s note: This article is from the micro-channel public number “Operations Research Society” (ID: U_quan) , Author: Routine Editorial Department.

A while ago, more than 500 real estate agencies broadcast live “sale”, which caused a lot of waves in the circle.

The ideal state is to sell it for hundreds of millions a day, but the reality is that 2 million people watch, but do n’t buy it.

For live sales, many people think that this is a nonsense in itself. Because the unit price of a house is relatively high and the threshold for decision-making is high, for most people, buying a house is definitely not a snap: buy it, buy it, buy it.

However, live streaming is not a new thing. Some people have tried live streaming for a long time. Some people use live streaming to sell cars and gems, and they sell well:

For example, @ 强 哥, who has surpassed 2 million in personal performance through live broadcasts, and has become the top seller of local real estate; daily consultations continue to use @ 大 阳 to sell 5 suites using Douyin; Out of 23 suites.)

Another example is the second elder brother, who sells more than 1,000 cars a year; and in just 5 days, @ 玉匠 人 that sells gems with sales exceeding 10 million …

How did they sell their houses, cars and gems through live broadcast? Under strong curiosity, I watched all the videos of these anchors, and after squatting for more than 20 live broadcasts, I found their common conversion routine.

How good is Li Jiaqi in real estate and gem circles?

In the past two weeks, I observed more than 10 anchors selling high-price units, and 4 of them were very impressive.

I find that they are all senior practitioners in the industry. They not only have the ability to suck powder max, but also have a strong carrying capacity. They are often referred to by local media as “Li Jiaqi” in the real estate, automotive, and gem circles.

1) Million fans in less than a year, Douyin sold 5 suites

There is a real estate anchor on Douyin, called @ 我 是 大 阳, and fans call him Dayang.

Dayang has been working in real estate in Changsha for 8 years. Since February last year, he started shooting simple short videos. In less than a year, he has gained more than 1 million fans. It is also considered a small internet celebrity in the real estate industry.

Most of his videos are based on professional real estate knowledge and dry goods, supplemented by paragraphs. In addition to paragraphs, he will also shoot some melodrama on Douyin, performing some interesting things about buying a house. Countless customers consult him every day to sell a house, and just sold 5 suites on Douyin alone.

2) Live sales of Douyin live for more than 300 days, ranking 4th in the country

Different from Dayang, a real estate agent @ 强 哥 in Zhengzhou does not have such a strong sense of the Internet, and does not shoot segments. His fans are accumulated by him.

About 1 year ago, Qiang insisted on broadcasting live at 9 o’clock every night. It is said that in the beginning, there were only 2 people in his live broadcast room. Even in that “miserable” situation, he still insisted on broadcasting for two hours every night. So far, @ 强 哥 has opened more than 300 live broadcasts, accumulated more than 100,000 fans a year, sold 70 or 80 orders, and personal commissions of more than 2 million.

This performance ranks first among Zhengzhou real estate agents and fourth in the country.

Although it’s still in the epidemic period, Qiang’s “live broadcast” came out early, and it ended at 11:30 in the past two days. It is said that the people who booked an appointment with him could not be excluded.

3) 288 cars were sold in 6 live broadcasts, and group-buying cars became famous in the first battle

In Kuaishou, there is a driver who is called “Second Brother” and insists on starting the live broadcast at 9pm every day. He has accumulated more than 3 million fans in less than 2 years.

Brother is fastThe short videos on my hand are very popular, and I like them all.

But his video is not much. What really made him out of the circle was around May last year. The second brother opened 6 live broadcast promotion group buying and selling cars in succession. As a result, he sold a total of 288 units in the first world war. It can be said that it opened up a new model of group buying live broadcast.

4) 2 million items sold for a wedding, over 10 million items sold in 5 days

In the live broadcast world of gems, there is also a powerful figure-Jade anchor @ 玉匠 人, and now there are more than 1.3 million fans.

Jade craftsman once admitted frankly that he went out to work at 13 and was a jade carving apprentice before. In 2017, he began to broadcast “Carved Jade” on the fast hand, and accumulated a large number of loyal fans.

In July 2018, the fast yellow car function was launched on the market (businesses can broadcast live goods), and the jade craftsmen transformed to become anchors of jade live goods, with monthly sales reaching 500,000.

Jade craftsmen got married last December, and he also planned a wedding sale, selling more than 2 million jade. A few days later, the jade craftsmen won the first place in the fast-seeing “Babao Contest”. In just 5 days, his live broadcast sales reached tens of millions.

After watching more than 20 live broadcasts, I found 8 high-customer unit price product conversion routines

It can be seen that in addition to the strong carrying capacity of Dayang, Qiangge, Erge, and Jade Craftsmen, they all have a common feature in that they bring high-price products. High customer unit price products generally have strong decision thresholds for users and are not easy to convert.

So how do they sell?

In two weeks, I squatted for more than 20 live broadcasts, brushed through their short videos, and found 8 conversion routines.

PS: These 8 conversion routines also apply to products with low unit prices.

1) Guide copywriting + set suspense to arouse readers’ curiosity

Regardless of whether the product unit price is high or low, the first step in conversion is to attract the attention and curiosity of users. I find that there are two ways for anchors.

First, the short video cover guides the copywriting. They will post short videos on platforms such as Douyin and Quick Hands.The cover of the video will basically have an eye-catching guide copy, which is like the title of the article. For example:

It’s only half the money to buy a house?

The rescue signal has appeared

The best configuration on the car

A closer look will reveal that their cover copy is usually suspense, interactive, or strongly affirmative. In addition, the high amount of likes is generally used in copywriting or titles:

The secret that the developer wo n’t tell you, I will teach you a trick, save XXX, learn XXX in 1 minute …

In addition, interrogative sentences and imperative sentences are also used as titles and copywriting tools. You can use words such as how, how, is it, even unexpectedly?

Second, suspense is set in the short video and the live broadcast time is announced. Anchors usually have a fixed live broadcast time, and they will be guided by short video content or promised to send free benefits to attract users to watch the live broadcast.

2) Grasp pain points and dig demand, let users resonate

“Grasping pain points, digging for demand” is also a must-have for transformation. Those anchors who are more powerful in conversion will use these 3 methods to dig demand. Take the property anchor as an example:

① Deducing realistic stories, mining users just need to buy a house. @ 我 是 大 阳 will release the “Realistic” melodrama on Douyin, telling the story of buying a house for a better life for his girlfriend, etc., which will resonate with users.

② Analyze the real estate market and tap the investment needs of users. For example, @ 强 哥 will not only dig rigid demand, but also analyze potential market demand and user’s potential investment needs by analyzing the real estate market in earlier years, analyzing market environment and policy-related information.

③ Talk to users in the live broadcast room, and point out their misunderstanding when buying a house or investment when answering users’ questions.

The interaction area between live broadcasts is basically the pain point area for potential users. Because the users participating in the live broadcast interaction are basically users in the demand stage. This is one of the reasons why anchors insist on live broadcasting every night, even if they ca n’t bring much goods.

When I watched the live broadcast, I found that the most questions asked by users are: Can I buy a real estate house in XXX?

At this time, the anchor ’s attitude to answering questions is very tough. They can buy it. Why? Why can’t you buy it? If you do n’t know, you do n’t know, if you do n’t, you do n’t know. As a result, users’ trust is enhanced.

Using the user’s misunderstanding “grasp the pain point”, and then tell the user why the “pain point” cannot be bought blindly, and how to buy it.

3) sort out user questions and answer from the user’s perspective

Understand the pain points and dig out the needs at the user’s demand stage. Next, we need to give solutions to the user’s pain points. At this time, it will enter the “phase of meeting user needs”.

At this stage, the anchors need to sort out the issues that users are most worried about, and then break through them one by one. In addition to solving user problems in live broadcast interactions, powerful live broadcasters are also particularly good at finding users ‘typical problems in the comment area, or users’ general misconceptions.

For example, @ 我 是 大 阳, @ 强 哥, I often shoot some videos to solve user problems. The beginning is generally: Many friends ask me XXX, many friends are commenting on XX, and recent fans ask XXX …… p>

Aiming at user issues, real estate anchors will also create an atmosphere of “united front with users, opposite to developers”, making users feel that anchors are thinking about them. For example, @ 强 哥 mentioned in the video when answering a user’s question, “If you want to know when to buy a house, you need to know what the developer thinks …”

Sometimes, the anchors do not directly give clear answers to the user’s questions, but use the questions to attract users to participate in the live broadcast interaction, further poking pain points and digging for needs. For example: Want to know XXX? In the evening X point live room, I will answer for you …

4) Sharing dry goods + insider information, breaking information asymmetry

Products with relatively high unit prices, such as houses, cars, and even high-priced jade, have very low information transparency.

The industry dry goods information shared by the anchors can just solve the problem of asymmetry of industry information, which is very valuable to users.

As with content, the dry content of high-price products generally has the following directions:

① Basic knowledge of the industry. For example, when a property anchor teaches users how to look at the sand table when buying a house, how to look at it? What to look for when buying a house at the sales office. Jade anchors generally share relevant knowledge about what users need to pay attention to when buying jade.

② User hierarchical content. Target different types of users at different stages. For example, car anchor @ 二哥 说 车 will make a series of topics for users with different consumption levels and different needs:

How to choose SUV below 10W?

How to choose about 15W autonomous SUV?

How to choose a car around 20W?

② Subvert cognitive content. If there is content that subverts the user’s perception, or highly realistic information, the user will find you awesome, and will be more willing to trust you.

For example, a real estate anchor will share with you “say 3 words when buying a house, you can get tens of thousands of dollars cheaper”, the developer will not tell you XXX, how to talk with real estate agents about buying routines and other content.

For another example, the jade anchor will restore the process of jade carving. Users can see product displays, see details and score, and even see the production process. Similar real content is very convincing.

In order to make your content more convincing to gain the trust of users, another tried-and-tested strategy is “go the other way and break the inside story of the industry”.

For example, @ 强 哥 will chat with fans about the cat’s messiness during the live broadcast, and will play “several rounds of tug-of-war” with the user before chatting “stupid”. When he says, he will say.

5) Good at telling stories and giving meaning to products

Storytelling is an indispensable part of transformation, and it is a top priority.

Can create infectious stories based on the pain points of users about the product. For example, the jade anchor @ 玉匠 人 舅舅 (@ 玉匠 人 舅舅 also joins the army of fast-hand anchors), when broadcasting live, I especially like to tell stories with users to cultivate feelings, rather than selling goods as soon as they come up.

Some fans are even anxious: don’t say it, sell it … the anchor is not willing to sell, and is willing to chat …

What does he talk about? For example, when he talked about a person he met on an airplane and learned that he was in the jade business, he asked him to help him to see how much the bracelet was worth. As a result, he told the other party that it was worth up to 300 yuan, or he said more. of.

That person was very skeptical of him because they bought it for six or seven thousand dollars …

The anchor uses this story, telling users on the side that “expensive is not necessarily good (maybe someone has cut the leek).”

In addition to telling stories, the anchors of jade are particularly good at giving meaning to their jade products. For example, XX jade can be used for wealth, XX jade can be used for wealth, and XX antlers shaped jade symbolize “you all the way” … < / p>

In addition, when introducing the jade product, the anchor will also share the four virtues of jade, be a jade first, etc., and reflect their values ​​from the side to enhance users’ trust.

6) Help users imagine what they will look like when they have it

“Help users imagine what they look like when they own the product”, this routine has been tried and tested a lot when it comes to conversion.

There is a psychological effect behind this: the hippocampus effect. The original meaning of the “Hippocampus Effect” refers to the fact that when users see a certain phenomenon in reality, they will have a familiar feeling.

In real life applications, businesses help users imagine how they feel when they own a certain product, so that users have a longing and dependence on the product.

For example, the jade anchor helps you imagine the feeling of having a jade necklace and bracelet:

XX jade necklace has the function of a scarf. It is cool in summer and warm in winter. After you bring it …

For example, a property anchor will help users imagine the feeling of owning a house:

Tired for a day, go home and lie in bed with the word “Cool”!

7) Playing with price routines, fancy making sense of urgency

I have seen the two-week live broadcast of squats, and the fast-handed anchors sell fancy price routines for jade. (I did n’t hold back the live broadcast, and I transformed myself)

PS: When it comes to price routines, there is relatively little room for houses and cars to play. There are many types of jade products, and the price span is relatively large. Some have a unit price of tens of thousands, and there are also small pendants that only sell for 1 yuan or 2 yuan.

What price routines did Jade anchors use?

① each type of jadeWill give more than 3 prices

The first is the market price. When jade artisans sell jade during live broadcasts, they usually quote a market price (usually six or seven thousand, three or five hundred). Hint fans, this jade is very valuable.

Second, the price at which it was sold. After the user’s psychologically affordable price is raised, the anchor will say a price that has been sold (for example, this jade sold for 158 yuan).

Third, the lowest price ever sold. In fact, when it comes to the second price, many fans are excited, and they have asked the anchor to link. However, the anchor did not upload the link, and in order to show his sincerity to the fans, he said a price when he “played the game and rushed to sell”. (128 yuan for old iron and family members, this price is only available when playing games …)

Fourth, the price is even lower than the price sold.

This will not only sell the goods quickly, but also increase user loyalty.

② Finding a reason for price reduction and giving meaning to the price

The anchor will “set” several prices for each type of jade. They will find a suitable reason for these prices and give them meaning.

For example, all the previous sales were XX yuan, and today all the prices are 88 yuan, which means that fafafa … Sold XXX before, but only 51.58 yuan today. Why is it 51.58 yuan? Because 51.58 means our 158 team of jade craftsmen (the anchors call fans).

③ The sense of urgency runs through all the time

This routine anchor will be used throughout the live broadcast, such as:

These products are sold out and sold out

At this price, I used to put it on for 3 seconds and it was over.

The price of materials has already risen. I can’t sell it at the original price. I will increase the price after the year.

8) Organize group buying activities, killing sales will be a sharp weapon

Group purchases rush sales. A typical example is @ 二哥 评 车. He has sold 288 cars in 6 live broadcasts.

How did he sell it?

@ 二哥 once mentioned in an answer to Zhihu that in order to ensure the stickiness of fans, as long as he rewarded the old iron with more than 60 yuan in the live broadcast room, he would add WeChat friends and promise not to delete it. .

He will continue to output car-related content to fans who have added WeChat. In the process of dealing with fans, he has developed a strong sense of trust and laid the foundation for live car sales.

Group buying and selling of cars is also a natural thing. In that group buying, they determined their intention on WeChat and then went offline to buy together. Many old railways communicate with the second brother on WeChat about the models, colors and configurations they want to buy, and then pay 500 yuan “sincere money””.

Then the second brother took these “purchase requirements” and went to the 4S shop to discuss the price. After getting the price, we will give feedback to the users one by one. If the user finds it inappropriate, the 500 yuan sincerity will be returned.

In this way, the second brother relied on the accumulation of trust between ordinary live broadcasts and fans, as well as user word-of-mouth.

Conclusion

High-price products such as houses and cars are different from ordinary products, because they are affected by regions, on-site viewings, and car viewing habits, and are doomed to be difficult to convert online.

But why are many broadcasters keen to live with cars and houses, and still do well?

We found that on the one hand, we benefited from these 8 conversion routines:

1) Guide copywriting + set suspense to arouse readers’ curiosity

2) Grasp the pain point and dig the demand, let users resonate

3) Sort out user questions and answer from the user’s perspective

4) Sharing dry goods + insider information, breaking information asymmetry

5) Good at telling stories and giving meaning to products

6) Help users imagine what they will look like when they have it

7) Fancy price routines, fancy manufacturing urgency

8) Organize group buying activities, killing weapons for sales volume.

On the other hand, it is thanks to the anchors’ diversion through live broadcast, and the use of content and fans to strengthen the trust, and do a good job of fan precipitation.