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“If the marketing team has a chain of contempt, in most premisesIn production companies, channel personnel must be at the bottom of the chain of contempt, and even non-staff personnel who are excluded from the chain of contempt. “

Fangdi heard this sentence for the first time in 2015. At that time, the real estate market was in a bull market. As a channel commissioner, you had to pay for your own fuel and buy your own meals, not to mention high temperature subsidies, even Take the customer to the sales office and just finished talking about a group of client’s home purchase consultants. You have to be angry and say “You can’t let me take a break?”

But now, unlike in the past, developers not only provide sufficient channel benefits, sound good, but also pay high channel fees and even buy shares.

According to the founder of Shell Finding House Zuo Hui, the GMV of new homes in 2019 is about 15 trillion yuan, and about 20% are reached through channel marketing.

A friend of the sales brother also revealed that their company’s commission for the channel has reached 10% of the house price.

This former contempt of the bottom of the chain is beginning to counterattack, evolved from a skirmish gang into an efficient team, and even achieved a valuation of close to 10 billion US dollars, step by step, firmly hold the voice of the real estate market sales side.

As with the instant noodle company, it ’s not a colleague, but a takeaway.

It’s not the policy or the economy that gives headaches to the marketing of housing companies. It is the channel.

一 、

What is a channel?

The domestic new house market has two main marketing models, one is self-produced and self-sold, the main marketing body is the developer; the other is the commission agent, and the main marketing body is the marketing agency engaged in real estate sales. The latter is also known as the channel, and the sales commission given is the channel fee.

As the size of China’s new housing market further shrinks, the turning point of the demographic dividend is approaching, and it is becoming more difficult for many housing companies to sell. Therefore, most housing companies have turned to channels with many brokers and client resources in terms of de-chemicalization.

The channels are also divided into two types. One is focused on traditional intermediary alliances. The force is driven by offline human resources. For example, at the subway entrance or bus station, your channel aunt will be carried by three wheels. Newspaper TV station fm Real estate news broadcasted; the other is to build an online platform to focus on the integration of online resources and use traffic to conquer real estate companies and offline stores to cooperate with them.

It takes a lot of effort. The marketing expenses of the housing company must be paid in advance. It depends on luck for the effect. One takes a lot of brainpower, but the marketing costs can be paid afterwards and the house company can sign a gambling agreement. A savvy house company will naturally choose the second option.

The revenue growth rate and market share of traditional channels TOP10 are declining

The average commission rate of traditional channels has been reduced from 1.35% to 1.28% through data, a drop of 5%. If the original rate is maintained, the average revenue of TOP10 companies can increase by nearly 140 million.

Why is this part of the income overwhelming?

It’s not that they don’t want to eat, just because the ecology of the market has been changed, and the predators of the cake have become strong.

Source: “2018 China Real Estate Agents Report”

From the radar chart above, we can see that the online platform has gradually become an important channel for acquiring real estate and customer sources in the real estate brokerage industry. In terms of brand promotion, the online platform has the largest proportion of advertising.

With the traditional advertising and sales more and more unable to meet the needs of buyers and sellers, the new house sales model is facing changes. Online and offline integration (O2O) is the general trend.

二 、

Back to the sales link, in a new house transaction, the two core links are marketing promotion and sales execution. (signing) , missing None. Promote traffic, sign a contract to complete the conversion.

Let ’s talk about promotion first.

Internet channel companies with C-end resources need to continue to increase house exposure and increase transaction probability.

First of all, they recruited thousands of agents in a city, which is the framed part in the picture below, and let these agents spread the information of the new house throughout the circle of friends. All groups, like leather advertisements, appear regularly and regularly In the eyes of every prospective customer in this city.

Source: China Galaxy Securities Research Institute

Second, it is the use of Internet thinking to change the lifestyle of home buyers. The one-stop service from house purchase to decoration to real estate custody, plus unique financial modules such as renting a house loan, fitting out a loan, buying a house loan, is close to the consumption model and usage habits of the new generation of buyers.

Three services that channels target users

After the above two steps and the advertising promotion of major programs, the traffic has been acquired. The next step is to force traditional offline channels to cooperate. After all, offline influence cannot be ignored.

The nice thing is that you can give these offline traditional intermediaries, but the bad thing is that you are also an athlete and referee.

Your B-side resources (Property) is mine, your transaction The commission must also be part of me, and I have to manage you, and you can only choose my family to cooperate.

Traditional and emerging cooperation

From the picture above, we can see that, established in 2001, a well-known real estate brokerage company across the country has created a direct management model of the franchising system of the brokerage industry. Central Real Estate, which is known as “Chinese-style franchise” by its peers, has also been found Internet channel platforms like Fang have been compiled.

Shell is undoubtedly the best channel platform at present. At present, the cooperative network of shell finding houses has achieved full coverage of 8,000 stores and 150,000 brokers across the country.

The final step is acceptance. There will always be a deal every day. No matter who makes a deal or sells a house, the online channel company will have a profit.

Take Deyou Real Estate as an example. Its hundreds of stores are connected to chain stores in 10 cities.

After the financial crisis in 2008, most overseas housing companies began to reduce their scale. On the contrary, China’s housing companies began to overtake after 2010.

Source: Middle Finger Research Institute. 2018 Global Real Estate Enterprise Net Asset Comparison

Another difference is that the United States has already entered the stock market and China has not fully entered the stock market.

The current urbanization rate in China is 59.58%, with an annual growth rate of about 1%. It is estimated that China’s urbanization level will exceed 70% from 2025 to 2030, while the US urbanization rate has reached more than 80%.

The increase in the urbanization rate indicates that the growth of the new housing market will decline, and the stock market represented by second-hand housing transactions will rise further.

There is not much time left for the housing companies. In the next five to ten years, will the housing companies and the Internet channel set off once again, and compete in the market, or will they not know each other, and the enemies will become in-laws?

We can’t speak too early.