In January this year, He Yinxia, who had just moved from Qingdao to Yantai, put forward a request to the real estate consultants of Yantai Company, a special product city: everyone should learn to sell houses through live broadcasting.
In 2021, as the general marketing director of the project, she used the "short ** + live broadcast" model in cooperation with Internet celebrities in Qingdao to make two unsalable disks achieve 5 to 50 sets and 30 to 150 sets per month in less than two months.
This long-tail effect made He Yinxia think that the transaction conversion rate brought by live broadcast is effective. Deeply cultivated in the real estate field for 16 years, she was once a 100 billion scale leader. In the past six months, she has walked from behind-the-scenes to the front of the stage to embrace the new**, expanding her personal account with Internet celebrity thinking, and currently has 10 million+ Douyin.
As the marketing director of Yantai Company in the green specialty city and the manager of the luxury house, she told Sohu Finance that the traffic era not only needs to realize "Internet celebrity", but also hopes that the project real estate consultant will receive customers from the infield, realize live broadcast, short customer acquisition, and finally realize the closed loop of transactions.
He Yinxia's practice represents the urgency of real estate companies to sell their houses and the mentality of embracing the new ** of real estate companies.
Vanke, Longfor, and Yuexiu Real Estate are currently operating and managing accounts on Xiaohongshu.
In 2022 and 2023, media such as Douyin and Xiaohongshu will "emerge", comprehensively outflanking the traditional customer acquisition media in the past and becoming the customer acquisition position of real estate companies. From offline house sales, expanded digital online house sales, celebrity live broadcast house sales, and now Douyin live broadcast and Xiaohongshu community house sales stage, the history of real estate companies selling houses has undergone several changes.
Through multi-party dialogues with digital marketing personnel, first-class institutions, marketing planners, and industry experts of many real estate companies such as Vanke, Longfor, Yuexiu Real Estate, Excellence, and Qingte, Sohu Finance has seen the progress, characteristics and pain points of new ecological housing sales of typical real estate companies such as Dongyuan.
"All employees learn Douyin live broadcast to sell houses", and some real estate companies have opened more than 600 short ** accounts in less than 1 year
The real estate live broadcast and short ** track is a blue ocean, and there is always the possibility of a transaction in the huge traffic pool. When the traditional marketing method fails, the myth of big V selling houses always stirs the nerves of real estate companies. In addition, in the current time when money is tight, it has become a major trend to develop employees into anchors.
According to the "2023 Douyin Real Estate Ecology***", more than 2 million real estate creators will live broadcast on Douyin in 2022. Taking Xiaohongshu as an example, Sohu Finance searched for keywords such as "Vanke", "Longfor" and "Yuexiu" through the Xiaohongshu account, and many city accounts were detected.
The time for leading real estate companies to take the initiative to embrace new ** platforms such as Xiaohongshu and Douyin is roughly in 2022 and 2023. Most of the real estate companies connect the online and offline marketing closed loop through private domain traffic conversion and public domain traffic diversion. Focusing on "two micro and one shake", the online communication system and offline marketing channels are connected to achieve a complete closed loop from traffic to business and business back to traffic.
Sohu Finance verified through multiple sources that Vanke Group issued instructions in 2023 to let project companies in various cities learn live broadcast marketing and sell houses, and Vanke's cities embraced new ** platforms such as Douyin, which can be traced back to 2022.
A project planner of Beijing Vanke admitted to Sohu Finance that the situation in the fourth quarter was okay, and the new ** action was fixed, but more was still in the exploration stage.
Wang Ming is an employee of the marketing end of the Qingdao project of a TOP10 real estate company. He revealed to Sohu Finance that in 2022, the group began to require all staff from the marketing general to the real estate consultant to learn Douyin live broadcast to sell houses. The core operating logic of live broadcast house sales in their project is to do **, online exclusive discounts, capital retention, and visit and re-conversion.
At present, 3 projects for sale in Qingdao have achieved results, and online house sales will contribute less than 40 million in 2023. ”
In addition, Sohu Finance talked to three typical real estate companies, namely Longfor, Yuexiu Real Estate and Excellence, on the strategic play, difficulties and future attempts of Douyin and Xiaohongshu's online marketing. Longfor's attempts began in the second half of 2022, Yuexiu Real Estate in 2023, and Excellence began to develop on platforms such as Douyin in 2021.
Longfor, Yuexiu Real Estate, and Excellence, three typical real estate companies, tested the progress of Douyin and Xiaohongshu's online marketing.
The marketing models of Douyin and Xiaohongshu are mostly based on the "group-region-project" customer acquisition model as an example, and the group level takes the lead in providing system tools and methods to provide digital customer acquisition solutions; Specific implementation at the regional level to obtain customer acquisition indicators.
The relevant staff of Excellence told Sohu Finance that the company currently encourages live broadcasts for all people, and there is no restriction on the identity of the anchor, whether it is a real estate consultant or a planner, or even a property manager, as long as they are interested in encouraging everyone to try, the company also has special training and Internet celebrity training camps. Of course, at present, the anchors are more focused on real estate consultants and planners.
Online customer acquisition is not limited to live broadcasts, but mainly focuses on 'short ** + live broadcast selling houses', and Xiaohongshu has not yet been involved. In the future, I hope that everyone will be able to break through the limitations of skills and personal psychology. The above-mentioned person said.
Excellent 2023 live broadcast skill card and anchor training camp.
List of outstanding live events in 2023.
A more typical case is that Dongyuan has become the first and largest MCN (multi-channel network) company of the real estate group, and has formed a model at the level of anchor training and incubation.
According to the data, Dongyuan Real Estate started its marketing revolution in September 2022, and as of April 2023, it has more than 600 practical short ** accounts, more than 330 live broadcast room operations, and more than 30 project practice bases.
In addition to the expansion of real estate companies in the new battlefield, related platform companies are also aiming at the "cake" of the real estate market, boosting the development of the live broadcast industry.
Taking Douyin as an example, a real estate developer in Yantai pointed out to Sohu Finance when talking about the cooperation model between Douyin and local real estate that Douyin does not directly sign contracts with real estate companies, but expands its own market territory by looking for urban ** institutions, ** institutions and then signing contracts with real estate companies.
Taking Douyin Real Estate as an example, it has been deployed in 25 cities across the country, and has reached stable cooperation with more than 1,200 cooperative real estate projects, with a total of more than 200 anchors and more than 5,000 cooperative anchors.
Differentiation between real estate enterprises and cities: 90% of the transactions are sold by intermediaries
Real estate companies are pouring into Douyin and Xiaohongshu accounts, and they are interested in the huge traffic on the platform. According to the latest data from Gen Questmobile, Douyin's monthly active users will reach more than 700 million in May 2023, and the average monthly usage time per capita will reach 366 hours. According to public data, Xiaohongshu's monthly active users have exceeded 300 million at the beginning of 2023. However, the industry is more concerned about how traffic is converted into transactions.
Among the many enterprise people in Sohu Finance's dialogue, many employees of real estate companies said that there was no relevant data. Some people also pointed out that the proportion of online transactions is not high. A city general manager of Vanke told Sohu Finance that at present, Douyin and other live broadcasts are only group-oriented, and there are no hard and fast rules.
Yin Sufeng, the producer of Youke Real Estate and Luxury House No. 1, pointed out to Sohu Finance that as far as the Beijing market project is concerned, the positive channel for buying a house with real effect is still the first, and the natural visit to Canada channel is the main force. It is good to really promote 5% of transactions through the online C-side.
Longfor is a typical real estate enterprise that maturely uses online platforms to achieve transactions.
Longfor Group pointed out to Sohu Finance that the proportion of online customer acquisition in total sales in 2023 has reached 30%. Taking the case of Ningbo Yunhesong project orchid, Longfor has released more than 800 original articles+ through the pilot operation of Xiaohongshu customer acquisition, with a volume of 90w+ and a customer turnover of 5000w+. Led by the group, the annual live broadcast of "BOSS Live Broadcast" and other live broadcasts with a customer acquisition turnover of 1.2 billion+.
Another typical case is Dongyuan Real Estate. According to the report of Yihan Think Tank, compared with ordinary real estate companies, the proportion of self-acquisition is less than 30% and about 5With a conversion rate of 5%, Dongyuan's self-acquisition ratio is as high as 60%, and the transaction conversion rate can reach 12%, and the secret of reducing fees for real estate destocking has been explored.
Schematic diagram of Dongyuan's self-acquisition structure.
He Yinxia told Sohu Finance that the new ** has the right to speak only if it is done. At present, Douyin and other new ** projects in Yantai can account for about 30% of the total transactions, some local projects in Yantai can account for 60%, and some Yantai intermediaries use live broadcast to sell houses, accounting for 90% of the total transactions.
It's too hard to sell a house now, if you don't use this way, is there a better way? Real estate people used to live too easily, but now it is not only difficult to sell houses, but also the pressure of competition in all walks of life. He Yinxia said.
Another person from a Yantai ** agency told Sohu Finance that Longfor has a special new ** cargo department in Yantai, and a project of Zhongnan Land is also recruiting anchors.
Compared with the live broadcast mode of selling houses in the third and fourth tier city of Yantai, Yin Sufeng's view on the new ** house sale in the first-tier city of Beijing is that the person in charge of project marketing in Beijing agrees with the trend of new **, after all, the daily activity and traffic of Douyin now, Xiaohongshu has the so-called effect, and the auxiliary transaction is better than nothing. However, as far as the project is concerned, in addition to encouraging live broadcasting, more buildings rely on "C-end self-** + big V" for cooperation, and live broadcast selling houses is not a core common phenomenon.
Yin Sufeng also pointed out to Sohu Finance that there are differences in the performance of Xiaohongshu and Douyin in various cities, and Xiaohongshu has a better effect in the east.
"Spend a little money, do a lot of things": there are only 2 people in the group's digital marketing team, and some employees wear multiple hats
The 'Difficult Households' project has finally been billed on Douyin, and my mentality is as excited as my old mother to get customers on Tuesday and bill on Friday! Although the data has been sluggish in the past two months, the team has been persevering and improving. ”
On the last working day of 2023, Li Ping wrote in the WeChat circle of friends. In 2023, she was originally responsible for the overall brand planning of the group, but she received a new task to go deep into the front line to connect with local projects outside the headquarters to test the water and sell live broadcast houses.
At present, the main thing to do is to get customers and make transactions on Douyin, and now it is still a trial run, summarizing while doing it. Now there are all kinds of layoffs, and those who stay have to know what they need. Li Ping told Sohu Finance that now real estate companies are doing live broadcasts to sell houses, and some companies have money and can buy traffic. We don't have the money and can't buy traffic, so we need to do a good job of content and take the initiative to let the system make recommendations.
*: Respondent's WeChat Moments).
At present, in more than half a year, Li Ping has docked more than 20 projects, all of which require her one-on-one counseling. "There aren't many projects, but they all have to be results. Unsuitable projects do not toss around, each project has its own indicators. ”
Real estate is declining, and it has become the norm for real estate companies to "tighten their belts" to live. Like Li Ping, you need to wear many hats and embrace Douyin and other new ** real estate sales business personnel, and there are many people.
Sohu Finance found that because input means balancing the ratio of input and output, many real estate companies embrace the new ** selling houses in line with the principle of "spending small money and doing big things".
Fang Xiang's group is responsible for the digital marketing team of only 2 people, one is mainly responsible for the mini program and the other is mainly responsible for online live broadcasting. "It's true that we don't invest much, and the cost of the headquarters group is almost negligible. “
He revealed to Sohu Finance that the group is a small-scale pilot, and it is more about empowering traction and stimulating front-line initiative. Our green screen live broadcast room spends hundreds of dollars to buy equipment to build, and spends money on real places. Including live streaming, they are also multi-broadcast, small-cast and multi-session, and only a small amount is released in each game.
At this stage, if the delivery traffic is too large, the anchor itself is not strong enough, and it is difficult to undertake. We will pay more attention to the effect, and we will not pay too much attention to the data at this stage, but more to guide you to do a refined live broadcast review. Fang Xiang said to Sohu Finance.
He Yinxia admitted to Sohu Finance that there are currently a total of 10 people in the live broadcast sales team, and she wants to build the entire sales office and club into a new empowerment center, not only selling herself, but also empowering peer sales, and increasing revenue channels by collecting shares.
Changing the way of thinking is the biggest difficulty, and how to improve the conversion rate of housing transactions is the key
Although many real estate companies have poured into Douyin and Xiaohongshu, there are many problems in front of real estate companies. A number of real estate industry insiders also told Sohu Finance that the problem also lies in the change of the management's way of thinking.
Liu Yidong is a front-line employee of a private thunderstorm real estate company, and the company has been laying off employees and adjusting its organizational structure in recent years.
He told Sohu Finance that at present, there are more senior executives over 40 years old, and they are relatively conservative about the new attempt.
Now the house is not easy to sell, coupled with the flow of personnel, Douyin and Xiaohongshu have not done it, only a few projects have simple attempts, and some projects have good results. Liu Yidong said frankly that he feels that Douyin and Xiaohongshu are pan-traffic, and they may not be able to bring his target customer group. The new ** is definitely the trend of the times, but there are very few people who can play it now.
He Yinxia pointed out to Sohu Finance that the biggest difficulty for real estate companies to change the new marketing model of Douyin selling houses and Xiaohongshu is talent. It is difficult to find both professional knowledge of real estate vertical and knowledge of new platforms such as the Internet.
In addition, even if you invest in live streaming to sell a house, you also face another important difficulty - the problem of conversion rate. He Yinxia admitted to Sohu Finance that transformation is always the core issue, but what is in front of you is that there will be a visit first, so there must be **. Now there is more supply than demand, and if you just wait for transformation at home, it will definitely not be good.
There is also Liu Yi, who once worked for a Fujian project at Vanke. Liu Yi told Sohu Finance that live broadcast sales were done last year, but the customer group of each project is different, like high-end projects are basically useless to do live broadcasts, and the disks that just need to be improved will receive customers through live broadcasts, but the conversion rate is also unstable.
Fang Xiang is an employee of the digital marketing team of the marketing center of Southern Real Estate Enterprise Group. He told Sohu Finance that on the one hand, more and more developers are entering the track, and the competition is becoming more and more fierce. On the other hand, from the perspective of the Douyin platform, the difficulty of obtaining online traffic is increasing, and the cost of customer acquisition and traffic is also increasing. In addition, most of the real estate consultants and planners do not have a background related to live broadcasting, and how to mobilize everyone's initiative and improve everyone's skills to the greatest extent is interlocking.
In addition to drainage, Longfor also pointed out another difficulty to Sohu Finance: compared with other categories, real estate, as a bulk asset, has strong geographical attributes, and it is indeed difficult to comprehensively expand customers online, and public domain traffic can only be an increment of real estate sales.
Yuexiu Real Estate told Sohu Finance that Xiaohongshu is facing restrictions on access, drainage, and conversion, such as the need for white access in the real estate industry, limited private domain drainage of accounts, and long private message conversion links.
Live streaming is just an auxiliary means, and online AI diversification has become a new choice for real estate companies
Although online emerging marketing methods have become a trend, the current sales channels of real estate enterprises also include traditional marketing models such as self-sales, self-channeling, and intermediaries. In order to further expand the effect of Douyin and Xiaohongshu, it will take a lot of effort.
Yin Jian has been deeply involved in the Zhengzhou real estate market all year round. In his opinion, it is very different from the consistent "hard wide + big production" of real estate companies, Xiaohongshu, Douyin and other new ** marketing, everyone watches ** for "fun", not to watch ads and be abused. In the context of the weakening of the traditional marketing base, from the perspective of the field of rural self-built housing, it has completely embraced self-construction.
He told Sohu Finance that now the structure has become a model of "N anchor teams + big customer service teams + construction teams". The enterprise side will build a service exhibition hall in the city at most, mainly for online customers to better achieve conversion.
The real estate industry has always been regarded as highly dependent on offline business due to the long transaction chain and other reasons. However, amid the wave of layoffs, thunderstorms and the expectation of low house prices, the number of buyers is decreasing. If real estate companies want to acquire customers, they must not only stay in the original private domain camp, but also extend to the public domain, lay out the customer acquisition system at the public domain, do a good job in operation and management at the private domain, and finally transform to the case field to form a complete closed loop.
The key to this approach is that customer acquisition is very accurate. Because the online marketing team is a horse racing mechanism, 2-3 people operate an account matrix for the purpose of drainage and customer consultation. The company's large customer service team guides customer leads to conversion, and the income of the online team is directly linked to customer transactions, forcing content creation. If real estate companies sell existing houses in the future, it is possible to replicate the marketing system of self-built houses in rural areas. Yin Jianshu.
For the development of online marketing models, the report of Yihan Think Tank pointed out that it is necessary to build a systematic team and internal coordination mechanism. A professional team needs full chain coverage from the front end to the back end. The front-end has Internet celebrity cultivation (character tags), original content planning (hot spot creation), etc.; In the middle end, there are active user auditions (demand matching and matching), old customer guidance (old with new), etc.; The back-end is effective customer pool precipitation, customer activity maintenance, etc.
Longfor-related live broadcast activities).
Specific to the enterprise level, Longfor pointed out to Sohu Finance that at present, the company is actively setting up a first-class kitchen model, improving the efficiency of multi-dimensional and multi-platform mechanism distribution, reducing costs and increasing efficiency. In the future, it will also use cutting-edge AI digital human and AI creation technology to achieve diversified new explorations. Try innovative advertising formats, such as virtual reality experiences, interactive ads, etc., to increase user engagement with advertising content.
Yuexiu Real Estate said that in the future, it will expand the scale of short-term direct accounts and professional account authentication matrix, expand business flow, increase customer acquisition, and empower the front-line to use AI tools to produce and quickly copy popular content.
Intensify the construction of content, establish an online activity library and an electronic material content library, comprehensively improve the quality of online activities and content, refine streaming, strengthen online customer acquisition skills training, and improve the efficiency of customer acquisition and content creation. Excellence said to Sohu Finance.