Online marketing solutions for the real estate industry!

The real estate industry is a typical highly cyclical industry, and this cyclicality is related to economic factors. At the same time, the real estate cycle is also significantly affected by policies. Many of my country’s short-term real estate adjustments are related to policies. The rapid rise in housing prices and their peak are generally accompanied by a tightening of real estate regulatory policies; when housing prices are low and downward economic pressure is prominent, the government tends to relax regulatory policies to stimulate growth in the real estate industry.

After understanding the general situation of the real estate industry, follow the editor to learn about the real estate industry marketing plan through data and cases.

Industry situation

General trend: New home sales fluctuate with the real estate market regulation policies, and the real estate market gradually warms up in the second half of 2019

In Q3 of 2019, the sales amount of commercial housing increased year-on-year, and the sales of commercial housing achieved positive growth year-on-year.

In terms of inventory, the national commercial housing inventory continued to decline, with the year-on-year decline increasing slightly.

Industry Analysis

Change: China's real estate market is changing from worrying about housing to having housing to choosing housing

With China's rapid economic growth, consumers' effective housing demand is gradually being met, and home buying decisions will be prolonged under the influence of policies.

• Changes in market supply: Chinese residents have basically bid farewell to the era of “worrying about housing” and entered the era of “owning a house”.
• Changes in consumer demand: China's urbanization rate is gradually increasing; the number of people of marriageable age is decreasing; and due to policy influences, real estate is shifting from financial to consumer.
• Policy changes: From a physical distribution system to a multi-body supply system, insisting on emphasizing "housing for living, not for speculation" and adhering to a long-term mechanism.

Change: Five key sales areas become new hope for the future new home market

With the new policy of "one city, one policy", five regions across the country have become new focuses: Beijing-Tianjin-Hebei, Yangtze River Delta, Pearl River Delta, middle reaches of the Yangtze River, and Chengdu-Chongqing; sales account for more than 70%.

Change: Industry reshuffle begins, Matthew effect gradually emerges

Under the combined influence of financing environment, housing product quality and brand factors, the market share of TOP real estate developers has increased. At the same time, destocking and collecting payments have become core issues for real estate developers.

Affected by the downward market, on the one hand, the financing channels of real estate companies are limited, and resources continue to gather towards the leading companies; on the other hand, consumers pay more attention to housing quality and trust the products and services provided by branded real estate companies, and market share is concentrated on branded real estate companies; destocking has become the main voice for leading real estate developers, and seeking channels to help sell houses, and building self-sales channels has become the main trend in the future.

Data source: 2019 China Top 100 Real Estate Enterprises Research Report

Industry demands

Real estate industry customer pain points

The main demands of the real estate agency industry: to improve the efficiency of obtaining accurate traffic and in-depth communication with users.

The main demand of the real estate developer industry: Improve the ability to obtain accurate traffic.

Solution

1. Real estate developer industry solutions:

1) Solve multi-scenario promotion needs through media products: such as brand communication, public opinion guidance, and real estate promotion.

2) Provide a solution for quickly setting up real estate investment accounts to help developers quickly acquire customers from 0 to 1.

Media products solve multi-scenario promotion needs

Quickly build a real estate investment account to obtain a stable source of customers

Reference for building search account delivery structure:

Reference for building the information flow account delivery structure:

2. Real estate agency industry solutions

Through product interpretation and industry cases in the three directions of targeting, bidding and creativity, we provide platform customers with reference and executable action plans to help customers better connect with user needs.

Targeting: Target industry groups precisely, verify the effects of existing groups and optimize collaboratively.

Bidding: oCPX capability is improved to stabilize deep conversion target cost.

Creativity: Panoramic and other real estate industry-adapted styles improve the effectiveness of information delivery.

1) Targeting: Target industry groups precisely, use the Stargazing Disk to target groups, accumulate DMP groups, use new cool styles, communicate deeply with users through more vivid interactions, and optimize future delivery.

2) Bidding: oCPX capability is improved to stabilize deep conversion target cost

3) Style: Cool style - panoramic and other real estate industry-adapted styles to improve information transmission effect

Advertising style upgrades brought about by new industry capabilities such as panoramic views. Currently, Beike has tried panoramic style delivery in native GD, and the CTR has increased significantly (0.9%->1.3%)

Landing page recommendation

Recommendation of excellent Jimuyu landing pages: Exclusive templates for the real estate industry, helping you quickly build landing pages and improve delivery efficiency.

Brand information: displayed in the header image, property overview.

Conversion component : displayed below the header image or at the footer of the page, where users fill in information to make an appointment to view the property.

Specific description : Detailed introduction of the property, community property, surrounding environment, transportation information/unit type information, etc.

The above is today’s content, a reference for marketing in the real estate industry.

Author: Baidu Beijing Marketing Center

Source: Baidu Beijing Marketing Center