Through the construction of an online house selling platform, Tencent directly confronted with intermediaries such as shells, channel agents, and e-commerce.
Editor’s note: This article is from Economic Observer , Author: Chen Bo, reprinted with permission
On the eighth day of the Chinese New Year, Li Hongfei, Director of Product Operations of Tencent Cloud Micro-Leng, urgently organized a team.
Partners are temporarily brought in, including both Think Technology, which provides online housekeeping technical support, and third-party companies such as Beijing Youmingyun, which specializes in online subscription, subscription, and contracting technologies. In this way, Tencent became a member of the online marketing of real estate.
Tencent’s version 1.0 is to provide housing companies with a free “online sales office” to alleviate the stagnation of offline sales during the epidemic; version 2.0 builds a system that covers customer acquisition, house inspection, subscription, subscription, and contract , Record and other full-process Tencent Weilu real estate marketing cloud platform.
Under the epidemic, the value of traditional advertising is reduced, and the role of digital marketing is prominent. Different from the online sales tools of real estate companies and channel providers, Tencent’s real estate sales platform is based on the WeChat developed “online sales office” applet as an entrance to establish a private domain traffic pool for real estate companies. In addition to conventional drainage and accumulating customers, Tencent uses technical means to precipitate and process data, and then grasp the initiative to spread the next step.
At the same time, Tencent also used the ad traffic to enlarge the circle effect, thereby bringing more active exposure to real estate, reducing promotion costs, and increasing customer acquisition and conversion rates. This is a leap in the real estate marketing model, behind which developers are trying to use technology to make up for the expected decline in sales.
In the past, the online sales function of real estate companies was mainly drainage. During the actual operation, the marketing, data or customer interaction capabilities for real estate companies have not been established.
“Today ’s traditional offline marketing you will find that many customers may be screened by peers before they flow into you, and customer data is difficult to precipitate and transform into customer resources for future operations.” Li Hongfei said that Tencent is exploring This online real estate marketing model is not to subvert traditional marketing, but to help housing companies reduce costs and improve efficiency.
Tencent Selling House 1.0
The time for Tencent to test houses on the waterline is after the Spring Festival in 2020. Under the impact of the new coronary pneumonia epidemic, real estate marketing has been severely affected. Beginning on January 26, all parts of the country have announced the suspension of new openings or large-scale sales of properties for sale, and all housing companies have suspended the opening of the sales department.
Li Hongfei and his friends have received more and more real estate demands: Is it possible to provide an Internet product to help real estate companies sell online? After all, apart from Hengda and other real estate companies building their own online marketing apps, other bigHousing companies that build online sales platforms have similar needs.
According to the information provided by Tencent, as of February 19, a total of 1100 projects nationwide have issued online sales office cooperation needs; as of May 20, Tencent’s online sales office launched more than 550 projects, covering Guangdong, Henan, In 28 provincial-level administrative regions including Zhejiang, Jiangxi, and Jiangsu, there are nearly 1,000 projects in docking.
On March 13, a new market in Shekou District, Shenzhen, ushered in the second opening after the Spring Festival, with 14 suites and a total price of 42 million yuan. In order to avoid the risk of epidemic situation caused by the accumulation of personnel, the developer and Tencent Cloud Micro-Leng cooperated to develop an online room selection module, which is equipped with online room selection, room type information, entry of customer information, and push online room selection notification.
Customers enter the online room selection interface, the specific building, floor and room number are clearly marked on the listing list. At the same time, the three types of non-sold, sold and unsold listings are clearly marked by different colors Chu.
At 14 p.m. on the same day, this new disc opened an online room selection, and within 8 seconds it was announced that it was sold out and the sales amount reached 600 million yuan. Tencent Yunwei said that it only took a day and a half from receiving the demand to landing.
“Online sales office” is Tencent’s earliest application for real estate online marketing, and it is also an entrance. On the one hand, it carries the details of pictures, text, videos, apartment types, supporting facilities, decoration and other details displayed by the physical sales department. It is equipped with VR viewing, live broadcasting, online house selection, online recognition, online signing, 24-hour customer service, CRM customer management and other functions to create an online personalized exhibition hall for real estate.
On the other hand, Tencent injects some capabilities into the WeChat applet, such as obtaining the customer’s LBS (location), or WeChat profile picture, to precipitate a variety of customer data, this is the private enterprise’s private domain traffic pool An important part of.
Changes in developers ’online demand
Tencent does more than just “online sales office”. In recent years, more and more real estate companies are also experimenting with digital transformation. Evergrande ’s Hengfangtong and Country Garden ’s Phoenix Cloud existed before the outbreak.
Before joining Tencent, Li Hongfei worked in real estate companies for more than 10 years in digital work. He realized that the real estate company’s products have the property of bulk trading, which is a relatively low-frequency trading mode. Traditionally, most developers interact with customers through offline.
Because many developers have weak self-selling teams, this interaction relies more on channels. Offline mode, on the one hand, it is difficult to determine the source of visiting customers-whether it is through the channel to expand customers, or brought by the sales staff of the developer, or the customer comes spontaneously. The source of the customer determines the channel commission pricing of the real estate enterprise; on the other hand, in the past offline interaction, regarding the intention, behavior or idea of the customer, the real estate enterprise rarely settles the relevant data.
MoreThe direct driving point is that developers realize that 30-40% of the marketing expenses that account for 2-3% of revenue are paid to channel commissions.
The first direction they considered, since they have the ability to build C-end links, why not reduce their dependence on channels, lower commissions, and increase marketing margins?
The second direction is that the profits of real estate companies are getting thinner and thinner. If a housing company develops more than a dozen buildings in a city, is it necessary to build a sales office for each project? If online sales offices are used to reduce offline investment, offline only need to build model houses for customers to experience, will marketing costs also be reduced?
Through intensive exchanges with benchmarking housing companies for half a year, Tencent found that the top ten housing companies were thinking about a problem. The online sales office originally focused on online housing, and the function was pure drainage. This marketing model is difficult to establish the interactive ability of marketing, data and customers for housing companies, and many housing companies’ online sales offices cannot play more roles.
Therefore, Tencent sorted out a set of developers ’needs—building a bridge to connect with customers through online sales offices, and generating interaction is the primary demand point; when the project interacts with customers, it is equivalent to a relatively low-frequency scene This is transformed into a relatively high-frequency action, which is not completed by the online sales office. It needs to be matched with online activities and promotion; online interaction data and behavior precipitation analysis of customers and projects.
During the epidemic, Hangzhou Housing Security and Real Estate Administration encouraged the entire process of commercial housing online sales at the policy level. In addition to introducing face recognition, electronic signatures and other technical means, it also further clarified the legal effect of online purchase contracts. Electronic signature has become a rigid demand and standard for online sales.
Li Hongfei noticed that similar attempts are being made in housing construction systems in other cities. “Originally, government supervision was to collect data online; this year the government opened the trading platform directly to real estate companies or intermediaries. Real estate companies communicated with the government through online sales offices and government net signing and filing systems to achieve real estate online transactions. Is a big trend. “
The 2.0 version of Tencent Weilu Real Estate Marketing Cloud Platform came into being. This is a solution that covers the entire process of buying a house. By building a sales management center, linking customer data processing platforms, managing cockpits, housing construction systems, one-stop advertising placement platforms, mobile CRM and other systems, it penetrates into all aspects. Real estate advertising reach, online viewing, online customer service, online subscription, online house selection, online subscription, online signing, online signing record, customer service maintenance and other processes.
Online marketing model transition
The idea of building a real estate company from the online sales office is very simple. Develop an APP yourself. As long as you download this APP, you can prove that you have a potential customer. Otherwise, why bother downloading the APP?
Tencent ’s consideration is that even if the current customer does not want to buy a house, it does not rule out his futureWill not germinate the willingness to buy a house, Tencent hopes to be able to advance the work of Tuoke. Wechat’s real estate marketing cloud platform is built through the WeChat applet convenient channel.
Traditional e-commerce, intermediary, agency and other channel providers are also important partners in online marketing for housing companies. The core logic of the third-party channel is to build an online sales office based on itself, the real estate company will load the project, and the channel provider will assist the drainage promotion. However, all customer data is only deposited in the channel provider database, not on the developer side.
“We provide a full-link marketing platform that sells products and solutions.” Li Hongfei pointed out that Tencent Weilu Real Estate Marketing Cloud Platform provides a set of software for real estate companies. This set of software is implemented in a SaaS-oriented way, facing customers, property consultants and back-end data processing ports.
In addition to building a one-stop online sales service platform, Tencent’s online marketing tool also has continuity functions: through the online sales office entrance, it integrates Tencent Cloud’s blockchain, AI, cloud computing, etc. Basic ability, the customer’s access records and processes are deposited in real time through the data processing platform, and fed back to the developer. In the future, based on this platform and data, it will also communicate with WeChat Moments ads.
This is a leap in the online marketing model of real estate-how data changes traditional sales of real estate, and even subverts the traditional sales model, is the direction that Tencent is exploring.
As real estate enters the silver age, data-based marketing is one of the ways to drive profit growth. The traditional advertising model of developers is more implemented based on past trading experience or the judgment of the person in charge of project marketing.
The characteristics of customer groups are changing all the time, and the demands are changing with each passing day. How should developers respond? “The solution is to precipitate the online data and turn it into your own private domain traffic, and then realize it.” Li Hongfei said that after the data is precipitated, it even plays a role in some deeper aspects, such as customer judgment, through which data can be used to judge customers Source channel, self-sale or advertising marketing. The improvement of the ability of big data to judge customers makes the marketing strategies and advertising strategies of housing companies more precise.
Li Hongfei observed that there is a real estate company that started to develop the data center of the group in the second half of 2018. The core is to connect its real estate, property, commercial and other businesses with customer data of various businesses.
Because this real estate company found a problem in practice, in the past they characterized the new house transaction as a one-time transaction. After the transaction is completed, there will be no more linkage with the customer. However, in the context of the current downturn in the real estate industry, housing companies expect to break through through diversified transformation, but the cultivation of new businesses will take time. If integrated marketing with real estate client resources is achieved, it may be more effective.
This housing company chose to pilot value-added services in its property community. In 2018, it generated hundreds of millions of revenue. According to Li Hongfei, the head real estate companies are thinking about this matter. Since they have a huge customer base and a high net worth customer group, how should they effectively tap customers?The value of households, extended value-added services?
Tencent’s creation of a micro-real estate marketing cloud platform is through Internet technology to promote this change in the real estate industry.
Whose cheese Tencent moved
A group of potential customers log in to the Tencent “Online Sales Office” applet, and through authorization, the developer may obtain the customer ’s openid (digital identification framework); when the customer needs to make an appointment to see the house offline, he will stay Download your own phone number.
In the traditional marketing model, the developer cannot identify whether the customer who left the openid is the same person who left the phone.
In Tencent ’s platform, after the customer enters the mini-program, which products they see and which types they prefer, all online behavior data will be precipitated; when the customer finally leaves the phone number, the back-end data processing platform will The phone number is connected to the previous openid data. Developers can easily determine whether openid and the phone number are the same person.
At the same time, Tencent uses technology to help developers build data precipitation and cleaning capabilities and analyze the characteristics of potential customers ’needs. What developers have to do is to find 1,000 or 10,000 similar customers. At this time, the developer can synchronize the private domain traffic precipitated from the online sales office to the database of platforms such as Tencent or Baidu, Ali, etc., to reach a wider group of similar customers.
This process involves two sets of databases: one set is the database of real estate companies. These data are provided by Tencent to provide a set of platforms and solutions for customer connection precipitation and processing. The data permission belongs to the developer completely, and Tencent cannot see it and will not touch the developer’s data.
Another group is the database of platforms such as Tencent or Baidu, Ali, and Toutiao. Developers need to establish more linkage between their own data and platform data. The private domain databases precipitated by these systems are used to amplify the target customer data in Tencent advertising or other platform databases to achieve accurate delivery and save marketing costs.
“This solution, cost reduction is a dimension. For example, if through a circle of friends advertising, based on the entire full link data, the cost of a real estate company to obtain a customer can be 2,000; but in the past, rely on In the way of offline channels, real estate companies may need to pay 3,000 yuan. The price difference of 1,000 yuan in the middle is the cost that the micro-real estate marketing cloud platform helps customers save. “Li Hongfei said by example.
The data provided by Tencent ’s advertising shows that the use of one-key authorization for small programs can increase the efficiency of passenger funds by more than 50% and reduce the cost of passenger funds by 20%.
Before the release of the Micro Cloud Real Estate marketing cloud platform, the Tencent advertising team has negotiated cooperation with real estate companies such as Longhu, and is also doing an algorithm for the advertising placement model. Customers and channel extensionCompared with customers, it can reduce costs.
Tencent’s entry into the real estate marketing field will inevitably touch the “cheese” of third-party channel providers.
Li Hongfei told the Economic Observer that whether Tencent will compete with intermediary channels such as advertising companies, e-commerce, or shell search is not Tencent ’s solution, and developers need to solve it themselves.
“In other words, the developer may be willing to pay 600 yuan to find a group of high-quality customers for the real estate, or may be willing to pay 2000 yuan to find a group of identified customers. The developer decides whether through an advertising platform or a third-party channel. “He said:” The future must be a combination of online and offline in order to really play the marketing effect. “