The real estate information flow promotion optimization methodology hides so many secrets!

As spring arrives and flowers bloom, the peak season for real estate sales arrives. However, more and more optimizers are asking, why are costs always soaring during this period? How can we seize such good traffic, achieve high ROI and get more high-quality leads!

To this end, the director asked senior industry optimizers for some advice! As for how powerful a senior optimizer is? Hey, here is just a small detail: after only one week of optimization of the account he operated, the customer acquisition cost dropped by 90%!

After a lot of trouble, I finally got the master's winning trick! Without further ado, take a look at this secret recipe!

1. The first move to win

Keep up with the development trend and find high-quality traffic

Data from the National Bureau of Statistics show that the central and western regions are areas of rapid growth in real estate sales: in January-March 2018, the national real estate development investment was 2.1291 trillion yuan, a nominal increase of 10% year-on-year; in January-March 2018, the sales area of ​​commercial housing was 300.88 million square meters, a year-on-year increase of 3.6%, of which the residential sales area increased by 2.5%.

From the perspective of policy regulation: it is difficult to relax administrative regulation of the real estate industry, and the loose policy in third- and fourth-tier cities is expected to be withdrawn. In March 2018, the real estate development prosperity index was 101.50, down 0.16 points from February. In the first quarter of 2018, the cumulative year-on-year growth rates of commercial housing sales area and sales amount in third- and fourth-tier cities (40 large and medium-sized cities nationwide) reached 7.3% and 18.9%, respectively, significantly higher than the -2.5% and 3.3% in first- and second-tier cities.

From the perspective of residential investment types: 90-144 square meters of housing is still the main force of market investment and the scale of investment has increased significantly. From January to October 2018, the investment scale of residential houses with an area of ​​90-144 square meters was 3,987.992 billion yuan, accounting for 56.67%.

The scale of investment in residential properties above 144 square meters has also shown a steadily increasing trend, while the growth rate of investment in residential properties of 90 square meters and below slowed down in 2016 and began to decline in 2017. In the first 10 months of 2018, investment in residential properties of 90 square meters and below was 1,712.737 billion yuan, and the proportion dropped to 24.34%.

While grasping the above trends, we also need to seize these important traffic nodes: March, September and October , which have a very obvious effect on traffic improvement:

2. The second winning move

Target different groups and allocate budgets reasonably

From the perspective of the population in the real estate sales industry, men are the absolute majority, and most of them are highly educated people.

The golden period for buying a house.

The target population is more concerned about the quality of life, and the information they are interested in is mostly knowledge and word-of-mouth.

3. The third winning move

Build account structure and analyze creative data

We selected three typical customers of different sizes in the industry for analysis and found that among the creative forms of real estate customers, three pictures accounted for the absolute majority, followed by large pictures, and videos and single pictures accounted for a relatively low proportion. The creative forms of Customer A were more uniform, while those of Customer B were relatively single. Next, let's take a look at the structure of the backends of these three different accounts:

Customer A: Daily consumption is greater than 5,000 yuan

Region + property is the basic logic for building a plan. Each plan uses the purpose as the basic unit, such as precision, exposure, ocpc and other goals.

Customer B: Daily consumption 500-5000 yuan

Region + property + purpose is the basic logic for building a plan. Each plan has a targeting unit, such as general targeting and LBS targeting.

C Customer's daily spending is less than 500

Region + real estate is the basic logic for building a plan. Under each plan, a targeted method is used as the basic unit, such as precise words, intended words, etc.

4. The fourth winning move

From the perspective of conversion, improve the appeal of creativity

From the perspective of creativity, 100% of the creative materials are hard advertising, emphasizing scarcity and uniqueness, such as: "Limited places", "How can you miss it", "Scarce housing", "Limited to x sets. For three large pictures, showing exquisite real estate + interior renderings, the pictures can be native or hard advertising pictures with text: real estate name + selling points (price advantage, additional advantages).

The video is in the form of a carousel of pictures. The total length of the video is 25 seconds, and there are 8 pictures in total in the carousel. The first and second pictures are the video titles, showing the property and location, and the other pictures are beautiful pictures of the property's exterior.

5. The fifth winning move

New product portfolio to seize traffic dividend

A customer has problems: costs are erratic and consumption fluctuates. Optimization method: increase conversion bids by 25% and close creatives with low consumption, low CTR, and small conversion volume. Through the OCPC product strategy, account performance is continuously improved through two stages.

The following is a summary of optimization for the real estate sales industry:

Account setup

Account plan: Region + property

Unit creation: region + property + product (purpose)

Directional

Basic information Targeted age: >25 years old

Gender: All

Education: All

Region: Customer business scope (or select LBS targeting)

Intended words: Regional housing prices, regional housing price trends, regional second-hand housing prices…

Creativity

Creative form: mainly large and three pictures

Creative style: Hard advertising reflects selling points

product

Main products used: CPCOCPC video

If you have any questions or want to know more cases, you can leave a message in the background to ask questions!

Source: Information Flow Intelligence Bureau