Tik Tok operation planning program for real estate industry!

1. Industry Background

As we all know, in the traditional marketing industry, the real estate industry ranks first, so compared with other industries, the real estate industry is more willing to try new marketing models. As a new media that has emerged in the past one or two years, many real estate companies have also become the first to try it out. As the cost of search engine advertising continues to increase and competition becomes increasingly fierce, the TikTok platform, which is the fastest growing short video marketing platform, has also successfully attracted the attention of real estate industry bosses. In fact, since the second half of 2018, many real estate companies have registered and certified their own Douyin corporate accounts. But there is no professional team or professionals.

This has led to operational obstructions for many real estate companies, as their employees basically use their mobile phones to shoot videos of their daily work or videos of property types, which are not enough to improve the level of subsequent conversion and monetization. In today’s article, the editor will give some tips to the bigwigs in the real estate industry from a professional perspective of real estate Douyin operations for your reference.

2. The current status of Douyin operation in the real estate industry . The title is not right. It is not the current situation, but the tips you give to everyone.

1. Douyin operation in the real estate industry - hot keywords

If you search for the keyword "house" on Douyin, you will find that the Douyin catalogue mostly contains knowledge popularization, funny and curious content. For example, when it comes to buying a house, short video content such as "What you need to know when buying a house", "House buying skills and experience", "Things to note when choosing a floor when buying a house", "House buying guide", etc., are all small tips on house selection that buyers want to pay more attention to. In terms of selling houses, short video content such as sales videos for selling houses, "What you need to know about selling houses", "Live broadcast of selling houses"

”, “Funny Videos of Selling Houses”, etc. The content of these short videos is more about the things between house selling practitioners and customers, and they focus more on fun.

Therefore, fellow bosses in the real estate industry, if we want to operate Douyin corporate accounts effectively, we must still focus on content. Good video content must be both practical and interesting. When operators make scripts, they must first analyze the current situation of the local real estate market and the needs of local home buyers. The video content should not just be a show of your own employees or some shots of real estate model rooms, as this will definitely have a very poor effect on promotion and conversion. Here, the editor recommends that all real estate owners consider starting with videos explaining real estate knowledge or interesting stories between real estate sales and customers. I believe that while increasing exposure, it will also make it easier to promote subsequent customer conversions.

2. Douyin operation in the real estate industry - watch hot videos with hot keywords

In the above part, we talked about the hot keywords of Douyin operation in the real estate industry. Next, let’s take a look at what kind of videos generally receive high attention in Douyin through hot keywords?

Here, the editor also got a statistical data. It is not difficult to see from the data that the videos with relatively high exposure and discussion are mainly: luxury house exploration, house buying guides, real estate market information, and home design videos. Therefore, real estate business owners should focus more on these highly discussed topics when operating their own Douyin corporate accounts, and designing and shooting video content will relatively bring better exposure. The editor has also counted the data of similar real estate topic videos in Douyin for all bosses. Let’s take a look:

Home porch design, the highest number of single likes is 2.087 million

The secrets of the star residences of Zhejiang Running Man Team were revealed, with the highest number of likes for a single post reaching 1.121 million

Should I pay off my mortgage early if I have money? The highest number of likes for a single comment is 250,000

Don’t pay full price for a house, the highest number of likes for a single post is 1.071 million

I don’t want to be cheated when buying a house for the first time. The highest number of likes for a single post is 623,000

The editor shows these data here simply to tell all real estate owners that if you don’t have better ideas and thoughts for running your own Douyin corporate account, then imitating highly talked-about video content is also the best method.

3. Douyin operation in the real estate industry - hot videos and hot topics

Here, the editor will show all property owners the real estate business account that we help operate. The main content of the above video is: How to choose a cabinet that you are satisfied with during decoration? Video style: real-life video introduction + beautiful women appearing on screen + design introduction. Explanation + demonstration videos must be shot with professional camera equipment, the video time must be controlled within one minute, and high-quality video content must be presented to users through editing.

This is also a real estate Douyin corporate account that we help operate. The main content of the above video is: The era of valuable real estate has arrived, and here are the essential principles for buying a house. Video style: Professional commentary by a mature man + topical text and subtitles. The duration of this type of video is controlled at about 30 seconds, with an explanation format and hot topics that are easy to attract attention.

The main content of this real estate’s Douyin corporate account is: What should you pay attention to when buying a second-hand house? This type of video usually shares tips and tricks for homebuyers on how to avoid pitfalls through some plots. The style of this type of video: professional women + situational sketches. The recommended duration for this type of video is about 30 seconds, and the video content can be professional women working in the real estate industry. Through some short plots of daily communication with customers, the core of the video should focus on hot topics that users in the real estate industry are concerned about, attracting the attention of real estate users and guiding subsequent attention and conversions.

Therefore, through the above cases and analysis, it is not difficult for the bosses of real estate companies to see. For the Douyin corporate account operation in the real estate industry, property market news, real estate knowledge, and home buying guides are the main topics of concern to real estate industry users. For the Douyin corporate account in the real estate industry, professional video production level, high definition, beautifully edited video images, and highly topical video content are the kingly way to video marketing in the real estate industry.

2. Analysis of Douyin operation customers in the real estate industry

1. User focus

After talking about the current situation of Douyin operations in the real estate industry, many business owners may ask, problems still exist, but the purpose of our operation of Douyin corporate accounts is to bring in customers, so what should we do from this perspective?

First of all, it is to grasp the user's focus. Here, the editor roughly divides the focus of real estate industry customers into the following six points:

1. Content. Whether it is of interest to users, or combined with popular video content on Tik Tok.

2. Rhythm. Be straightforward and get straight to the point, without any nonsense or nagging.

3. Explosion point. Whether the news itself has a breaking point and whether the content is related to other breaking points.

4. Background music. The tone is consistent with the video content and the popular BGM of Tik Tok.

5. Special. For example, whether to use local dialects in popular science videos about real estate knowledge, or you can choose handsome men and beautiful women to participate in the video shooting to make your video content more representative.

6. Aesthetics. The background arrangement, the placement of props, the beauty and directness of the pictures.

2. User resistance

Now that we have talked about what users like and pay attention to, let’s take a look at what pitfalls we should avoid when making Tik Tok videos?

1. Talk too much nonsense. There are too many opening remarks, which are not straightforward and contain long-winded nonsense.

2. Visual fatigue. The whole shot is shot in one shot, without any switching of scenes, people or lenses, which causes visual fatigue.

3. Boring. The content is boring, the subject is boring, the people on screen are boring and unattractive.

4. Boredom. The pace or voice of the person narrating the video is annoying to the viewer.

5. Repeat. There are too many videos of the same type, and they are not distinctive enough.

3. Customer description

Here, the editor also divides customers into the following three categories based on the customer concerns we just mentioned:

1. Real estate followers. Clients who are inclined to buy or sell houses are attracted by real estate knowledge. This type of customer pays attention to content related to house buying and selling, and has high intention and ability to realize cash later. They are customers with the highest stickiness in our Douyin corporate account.

2. Alternative customers. Users in other fields may simply be attracted by the content of a certain video, for example, a user may just be attracted by a good-looking man or woman selling a house. As they have no interest in buying a house, this type of user does not have high intention and the ability to cash out later. They are customers with low stickiness in our Douyin corporate account.

3. Fellow countryman. Local users, because they are from the same hometown, increase their attention. This type of user is more concerned with local food, drink, entertainment and other related information, and of course they also have the ability to monetize later, so they are the type of customer who can be followed up in the long term. Therefore, this type of users are customers with medium stickiness in our Douyin corporate account.

4. Customer attraction

We have talked about so many concerns of real estate industry customers. So, what measures should we take to prescribe the right remedy based on the different characteristics of customers?

1. Add more useful video content. For users who are interested in buying a house or real estate investment, the video content includes more practical information, such as sharing of local real estate investment, the latest local real estate information, etc. Thereby enhancing the professional IP attributes of the account.

2. Grafting regional characteristics. Appropriately add some local elements to distinguish the characteristics of Douyin corporate accounts from those in the real estate industry in other regions. This will help to make the characteristics of your own account more distinct, making it easier for users to remember your account.

3. Add a sense of curiosity. By seizing the curiosity of Internet users, you can share some industry secrets or some internal routines of users in buying and selling houses, satisfying users' curiosity, which will naturally attract users' attention and increase the exposure of the video.

4. Customer Opportunities

I have said so much. I believe that all real estate owners have discovered three market opportunities through my analysis of the current status of the video market and customer attributes in our real estate industry:

1. There are many Douyin accounts in the real estate industry and they are diverse in form, so for more real estate industry bosses, if you don’t know how to do it, you can imitate or learn from them first.

2. The images of the people appearing in the account are all monotonous, and they all appear in work attire. Therefore, more real estate companies can design video images in accordance with their own style according to the style of their real estate projects, making their Douyin corporate accounts more distinctive.

3. Most real estate accounts have a professional style, while there are fewer accounts with friendly and lively personalities. Therefore, we can grasp the user's mentality and attract more users' attention through some lively and beautiful female images, thereby increasing the account's attention and subsequent conversion effects.

5. Content Operation

After talking about the ideas, it’s time to look at the content. Here, the editor will write down the steps of content operation in detail for all business owners.

Step one: creative planning. Based on the tonality analysis of the brand account, we gain insights into consumer behavior habits and preferences, analyze the real estate environment, leisure, and services, and create popular content.

Step 2: Shot script. Determine the video shooting direction based on the official Douyin character and create a creative video script. Make your video according to the shooting script.

Step 3: Shooting and editing. Use professional shooting equipment: cameras, aerial photography equipment, tripods, etc. to shoot videos. Professional processing and polishing by directors, editors and post-production staff with many years of experience will be carried out to produce high-quality products.

Part 4: Account weight optimization; user operation and management; activation of permissions such as Douyin product showcase, mall activity card collection, POI address details page, comment management, etc.; optimization of interactive data such as comments, interactions, and forwarding.

At this time, there will definitely be business owners who will ask me, a house is not a small thing, can these operations really promote conversion and monetization? In fact, with the development of the country's Internet of Things, although the real estate industry has the characteristics of high customer unit price and slow decision-making cycle, with the increase of various costs, the Internet and short videos will also become a breakthrough for the real estate industry. We also hope that more and more real estate tycoons can join the short video marketing path to help their companies develop to a higher level!