Selling 23 houses in one day on Douyin? Revealing the “new way” of selling products through short videos!

Some time ago, more than 500 real estate agencies live-streamed "selling houses", which caused quite a stir in the industry.

The ideal situation would be to sell it for hundreds of millions a day, but the reality is that 2 million people watched but did not buy.

Regarding live streaming of selling houses, many people think that this is nonsense in itself. Because the average customer spending on a house is relatively high and the decision-making threshold is also high, for most people, buying a house is definitely not something they can just do by snapping their fingers and saying: buy it, buy it, buy it.

However, in fact, live streaming to sell houses is nothing new. Some people have tried to sell houses live a long time ago. Some people also use live streaming to sell cars and gems, and the sales are pretty good:

How do they sell houses, cars and jewels through live streaming? Out of strong curiosity, I watched all the videos of these anchors, and after watching more than 20 live broadcasts, I discovered their common conversion routines.

The "Li Jiaqi" of the real estate and gemstone industries

'How powerful is live streaming for selling goods?

Over a two-week period, I observed more than 10 anchors who sold high-priced goods, and four of them impressed me the most.

I found that they are all senior practitioners in the industry. Not only do they have the ability to attract fans, but they also have super strong ability to sell goods. They are often called the "Li Jiaqi" of the real estate, automotive, and jewelry industries by local media.

1) Douyin sold 5 houses after reaching 1 million followers in less than 1 year

There is a real estate anchor on Douyin, his name is @我是大阳, and his fans call him Dayang.

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

Most of his videos are based on professional real estate knowledge, supplemented by jokes. In addition to jokes, he also shoots some situational dramas on Douyin, acting out some interesting things that happen when buying a house. Countless customers come to him for consultation on selling their houses every day, and he has sold 5 houses on Douyin alone.

2) Douyin live broadcast house selling for more than 300 days, ranking 4th in the country

Unlike Dayang, a real estate agent in Zhengzhou named @强哥 does not have such a strong sense of the internet and does not know how to make jokes. His fans are accumulated through his live broadcasts.

About a year ago, Brother Qiang insisted on live streaming at 9 o'clock every night. It is said that there were only two people in his live streaming room at the beginning. Even in such a "miserable" situation, he still insisted on live streaming for two hours every night. So far, @强哥 has held more than 300 live broadcasts, accumulated more than 100,000 fans in a year, completed 70 to 80 orders, and earned a personal commission of more than 2 million.

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

Although we are still in the epidemic period, Brother Qiang came out early to "live broadcast business", and it ended at 11:30 in the evening these two days. It is said that there are already too many people who have made appointments with him to view the house.

3) 288 cars were sold in 6 live broadcasts, and the group-buying car sales became famous overnight.

There is a car talker on Kuaishou, known as "Second Brother", who insists on starting live broadcasts at 9 o'clock every night. In less than two years, he has accumulated more than 3 million fans.

The short videos of the second brother on Kuaishou are very popular, with each of them receiving over ten thousand likes.

But his videos are nothing special. What really made him popular was that around May last year, he held 6 live broadcasts on Kuaishou to promote group buying and selling cars. As a result, he became famous overnight and sold a total of 288 cars. It can be said that it has opened up a new model of group buying live streaming.

4) A wedding sold goods worth 2 million, and gems sold over 10 million in 5 days

In the gemstone live streaming industry, there is also a powerful figure - jade anchor @玉匠人, who currently has more than 1.3 million fans on Kuaishou.

The jade craftsman once admitted in a live broadcast that he went out to work at the age of 13 and used to be a jade carving apprentice. In 2017, he began live-streaming "jade carving" on Kuaishou and accumulated a large number of loyal fans.

In July 2018, Kuaishou launched the "Shaolin Car" function (merchants can sell goods through live broadcasts), and Yujiangren transformed himself into a jade live broadcaster, with sales reaching 500,000 that month.

The jade craftsman got married in December last year, and he planned a wedding sale, selling more than 2 million pieces of jade. A few days later, the jade craftsman won the first place in Kuaishou's "Treasure Seening Competition". In just 5 days, his live broadcast sales reached tens of millions.

8 conversion strategies for high-priced products

It can be seen that Dayang, Qiangge, Erge and Yujiangren not only have strong sales power, but they all have one thing in common: they all sell products with high unit price. Products with high average order value generally have a high decision-making threshold for users and are not easy to convert.

So how do they sell?

Over a two-week period, I watched more than 20 live broadcasts, watched all the short videos they released, and discovered 8 conversion routines.

PS: These 8 conversion routines are also applicable to products with low average order value.

1) Use guiding copy + create suspense to arouse readers’ curiosity

Regardless of the product’s average order value, the first step to conversion is to attract users’ attention and curiosity. I found that anchors generally have two methods.

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

If you observe carefully, you will find that their cover copy is generally suspenseful, interactive or strongly affirmative . Moreover, the ones with the highest number of likes usually use the following words in the copy or title:

The secret that developers will never tell you, teach you a trick, save XXX, learn XXX in 1 minute...

In addition, interrogative sentences and imperative sentences are also powerful tools for titles and copywriting. You can use more words such as how, how, isn’t it, and actually.

Second, create suspense in the short video and announce the live broadcast time. The anchors usually have fixed live broadcast times. They will guide users through short video content or promise free benefits to attract users to watch the live broadcast.

2) Identify pain points and dig out needs to resonate with users

"Grasping pain points and exploring needs" is also a sure-fire way to achieve conversion. Those anchors who are good at conversion will use these three methods to tap into demand. Take real estate anchor as an example:

① Interpret real-life stories and tap into users’ urgent need for buying houses. @我是大阳 will post a "realistic" sitcom on Douyin, telling the story of how he worked hard to make money and buy a house in order to give his girlfriend a better life, so that users can resonate with it.

② Analyze the real estate market and explore user investment needs. For example, @强哥, in addition to digging out the basic needs, also digs out the potential investment needs of users by analyzing the real estate market in previous years and analyzing the market environment and policy-related information.

③ Communicate with users in the live broadcast room, and point out their misunderstandings about buying a house or investing when answering their questions.

The interactive area in the live broadcast room is basically the pain point area for potential users. Because the users who participate in live broadcast interactions are basically those who are in the demand stage. This is one of the reasons why anchors insist on live broadcasting every night, even if they cannot sell much goods.

When I was watching the live broadcast, I found that the most common question asked by users was: Can I buy the house in XXX property?

At this time, the host ’s attitude in answering questions was very tough: Yes, you can buy it, why? Why can't I buy it? If you don’t know, just say you don’t know. If you don’t understand, just say you don’t understand. This will enhance the user's sense of trust.

Take advantage of users’ misunderstandings to “grasp their pain points”, and then use the “pain points” to tell users why they shouldn’t buy blindly and how they should buy instead.

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

Understand the pain points and explore the needs of users during the user demand stage, and then provide solutions to the user's pain points. At this time, we enter the "stage of meeting user needs".

At this stage, anchors need to sort out the issues that users are most concerned about and then solve them one by one. In addition to solving users’ problems during live interactions, great live streamers are also particularly good at finding typical users’ problems or common misconceptions in the comment section.

For example, @我是大阳 and @强哥 often shoot videos that solve user problems. They usually start with: Many friends asked me XXX, many friends commented on XX, and recently many fans asked XXX...

In response to user issues, real estate anchors will also create an atmosphere of "being on the same front with users and on the opposite side with developers", making users feel that the anchors are caring about them. For example, @强哥 answered a user's question in the video and said, "If you want to know when is the best time to buy a house, you have to know what the developer is thinking..."

Sometimes, anchors do not directly give clear answers to users' questions, but use questions to attract users to participate in live broadcast interactions, further expose pain points and explore needs. For example: Do you want to know XXX? In the live broadcast room at X o'clock in the evening, I will answer your questions...

4) Share useful information and insider information to break the information asymmetry

For products with relatively high average order value, such as houses, cars, and even high-priced jade, the industry’s information transparency is very low.

The practical industry information shared by the anchors can solve the problem of information asymmetry in the industry and is very valuable to users.

Just like creating content, the content of high-priced products generally has the following directions:

① Basic knowledge of the industry. For example, a real estate anchor teaches users how to look at the sand table when buying a house. How to look at it? What should you look at when you go to the sales office to buy a house? Jade anchors usually share relevant knowledge such as what users need to pay attention to when buying jade.

② User stratification content. Launch different types of content for users at different stages. For example, the car anchor @二哥说车 will produce a series of special topics for users with different consumption levels and different needs.

② Content that subverts cognition. Only if you have content that subverts users' cognition or information that highly restores reality will users think you are awesome and be more willing to trust you.

For example, the real estate anchor will share with you "Say three words when buying a house, and it can save tens of thousands of dollars", "XXX that the developer will definitely not tell you", and how to talk to the real estate agent about house buying routines.

For example, the jade anchor will restore the jade carving process. Users can see the product display, detailed scoring, and even the production and processing process. Similar real content is very convincing.

In order to make your content more convincing and gain the trust of users, another tried and tested strategy is to "go against the grain and reveal industry insider information."

For example, @强哥 will chat with fans about the developer’s tricks in the live broadcast room. Before chatting about the “tricks”, he will “play” a few rounds of tug-of-war with users. He will only speak when fans are “begging” him to speak in the live broadcast room.

5) Be good at storytelling and give meaning to products

Storytelling is an essential part of conversion and is of paramount importance.

You can create contagious stories based on the user’s pain points about the product. For example, the uncle of jade anchor @玉匠人 (@玉匠人’s uncle has also joined the Kuaishou anchor army), when he is live streaming, he particularly likes to tell stories to users to cultivate relationships, rather than selling products right away.

Some fans even got anxious: Stop talking, just sell the goods... The anchor doesn't want to sell the goods, but wants to chat...

What does he talk about? For example, he talked about a man he met on a plane. He learned that the man was in the jade business, so he asked him to help him see how much the bracelet on his hand was worth. As a result, he told the other party that it was worth at most 300 yuan, which was an exaggeration.

The man was very skeptical of him because he had spent six or seven thousand yuan to buy it...

The anchor used this story to indirectly tell users that "expensive things are not necessarily good (maybe you have been ripped off by others)."

In addition to telling stories, jade anchors are also particularly good at giving meaning to their jade products, such as XX jade can attract wealth, XX jade can keep wealth, XX antler-shaped jade symbolizes "you are with me all the way"...

In addition, when introducing jade products, the anchor will also share the four virtues of jade, such as being a good person before making jade , etc., reflecting his own values ​​from the side to enhance the user's sense of trust.

6) Help users imagine what it will be like when they own it

"Help users imagine what it will be like to own the product." This tactic has been proven to be effective when it comes to conversions.

There is a psychological effect behind this called: hippocampus effect. The original meaning of the "hippocampus effect" is that when users see a certain phenomenon in reality, they will have a sense of déjà vu.

The application in real life is that merchants help users imagine the feeling of owning a certain product, making users yearn for and rely on the product.

For example, a jade anchor can help you imagine what it feels like to own a jade necklace or bracelet.

For example, a real estate anchor will help users imagine what it would be like to own a house:

7) Playing with price routines and creating a sense of urgency in various ways

After two weeks of watching the live broadcast, I have seen the fancy pricing tricks used by Kuaishou anchors to sell jade. (I couldn’t help watching the live broadcast and even converted myself)

PS: When it comes to pricing tricks, there is relatively little room for maneuver for houses and cars. There are many categories of jade products, and the price range is also quite large. There are products with a unit price of several thousand or tens of thousands, while there are also small pendants that only sell for 1 or 2 yuan.

What pricing tricks do jade anchors use?

① Each type of jade will have more than 3 prices

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

The second type is the price at which it was sold before. After the user's psychological expectation of the price they can afford is raised, the anchor will say a price that it has been sold for in the past (for example, this jade was sold for 158 yuan).

The third type is the lowest price ever sold. In fact, when it came to the second price, many fans were excited and asked the anchor to post the link. However, the anchor did not provide a link. In order to show his sincerity to his fans, he mentioned a price he paid when he was "playing in competitions to boost sales." (128 yuan for friends and family, this price is only available during competitions...)

The fourth type is to offer a price that is even lower than the previous selling price.

This will not only sell the goods quickly, but also improve user loyalty, killing two birds with one stone.

② Find reasons for price cuts and give meaning to prices

For each type of jade, the anchors will "set" several prices. They will find a suitable reason for these prices and give meaning to the prices.

For example, the price before was XX yuan, and today all the prices are 88 yuan, which symbolizes good fortune… XXX was sold before, and today it is only sold for 51.58 yuan. Why is it sold for 51.58 yuan? Because 51.58 means the 158th Brigade of our jade craftsmen (the host’s name for fans).

③ A sense of urgency throughout

The anchor will use this routine throughout the live broadcast, for example:

This is all the stock. I won't sell it anymore after it's sold out.

At this price, I once put it on the shelf and it was sold out in 3 seconds.

The price of the materials has gone up. I can't sell it at the original price anymore. The price will go up after the new year.

A typical example of group buying to boost sales is @二哥评车. He once sold 288 cars in 6 live broadcasts.

How did he sell it?

@二哥 once mentioned in an answer on Zhihu that in order to ensure fan stickiness, he would add anyone who gave a reward of more than 60 yuan in the live broadcast room as a WeChat friend and promised to never delete them.

He would continuously provide car-related content to fans who added him on WeChat. In the process of interacting with fans, he developed a strong sense of trust, which laid the foundation for live streaming car sales.

Selling cars through group buying was a natural thing. They confirmed their intention on WeChat and then went to buy the cars offline together. Many friends communicate with Erge on WeChat about the model, color and configuration they want to buy, and then pay a "good faith deposit" of 500 yuan.

Then the second brother took these "purchase requirements" to the 4S store to negotiate the price. After getting the price, we will communicate with users one by one. If the user feels that it is not suitable, the 500 yuan deposit will be returned.

Image source: @知乎二哥评车

In this way, relying on the trust accumulated between him and his fans during regular live broadcasts, as well as user word of mouth, the second brother pioneered the live broadcast group buying method of selling cars and became famous overnight.

Conclusion

High-priced products such as houses and cars are different from general products. They are destined to be difficult to convert online because they are affected by geography, on-site house and car viewing habits, etc.

But why are many anchors keen on live broadcasts of cars and houses, and are they pretty good at it?

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

1) Use guiding copy + create suspense to arouse readers’ curiosity

2) Identify pain points and dig out needs to resonate with users

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

4) Share useful information and insider information to break the information asymmetry

5) Be good at storytelling and give meaning to products

6) Help users imagine what it will be like when they own it

7) Playing with price routines and creating a sense of urgency in various ways

8) Organizing group buying activities is a sure-fire way to boost sales

On the other hand, it is due to the fact that the anchors have attracted traffic through live broadcasts, and used content to strengthen trust with fans, thus building up fan retention.