The magic weapon to increase the volume of real estate information flow

After experiencing policy regulation and the impact of the epidemic, the real estate industry is accelerating its digital transformation. The underlying driving force of the transformation is customer acquisition, which has almost become the life and death line of the real estate industry.

How to quickly acquire customers through the Internet has become the most difficult part of customer acquisition. The author manages customer acquisition for a real estate platform in a city in the Greater Bay Area and summarizes Baidu's experience to share with everyone.

As an information flow operator, you must first understand the underlying logic of the information flow. The underlying logic is the rules of the game. Clearly understanding the rules and placing orders according to the rules will achieve twice the result with half the effort.

Blind investment and long testing cycle, if there is an effect, they will think it is powerful; if there is no effect, they will start to pass on the blame.

The underlying logic of the information flow is to estimate the revenue per thousand impressions (eCPM), which is essentially to maximize the commercial benefits of advertising . The core formula is as follows:

eCPM=Bid*eCTR*eCVR*1000

eCPM is determined by Bid, eCTR and eCVR. Optimizing any one of them will increase platform revenue, which will result in stronger advertising competitiveness for advertisers, more traffic distribution and lower costs.

Bid advertising bids. The higher the bid, the more competitive the ad is, and it is easier for the algorithm to push more traffic to you. It is recommended to bid about 30% higher than the customer acquisition cost (for example: the customer acquisition cost is 150, and the bid is about 200)

eCTR estimates the click-through rate. The click-through rate is determined by the creativity . We need to carefully summarize those creative ideas with high click-through rates. Our experience shows that the creative ideas that include low price , subway entrance and academic degree have the most clicks.

eCVR estimates the conversion rate, focusing on controlling the landing page header image . The header image should be attractive in combination with selling points. Brand awareness and the advantages of the property itself are also very important and should be controlled in the early stage of property selection.

(Distribution of selling points in landing page header image)

In short, bidding as high as possible, targeting customer excitement with creativity, and creating scarcity through discounts on landing pages are all ways of adapting to the rules of logic, and will definitely achieve twice the result with half the effort.

Information flow advertising consists of creativity, delivery and conversion, just like gears that mesh with each other and drive each other. To speed up, they must work together to create acceleration. We cannot look at problems from a single perspective, we must have holistic and systematic thinking.

(Three pillars of information flow operation)

In order to simplify the problem, the three must be disassembled for analysis and research to come up with an effective method of measuring:

Creativity is composed of style and title. Style includes pictures, videos and graphics. The core of creativity is to attract attention , arouse users' interest and generate clicks.

Creative style : Currently, the entire real estate industry is putting Baidu information flow, with large pictures being the most popular, followed by videos and three pictures.

The conversion rate of video is about 5 times higher than that of large pictures [experience receipt], so the priority of creative styles is: video > large picture > three pictures

(Three-picture style)

(Large image style)

Title copywriting , the title of the copywriting should be written based on the concerns of home buyers. We summarize the four major concerns of residential properties and write titles based on the four major concerns for good conversion .

The delivery stage is actually targeting + time period . Currently, Baidu’s information flow in the real estate industry mainly focuses on age, intent words, interests and gender targeting.

Age orientation: Empirical data shows that 30-39 years old account for 77%, especially villas have stronger age requirements.

Gender orientation: Mainly divided into male and female. The data shows that 64% of men are interested in real estate, which is much more urgent for gender orientation than small-sized single apartments.

Interest orientation: There are many interest categories at present, and we mainly select a few categories for testing. Experience shows that interests are not strongly correlated with residences.

Intent word targeting: Baidu’s most accurate targeting method, which sets the housing prices and property words of the city where the property is located as targeting. This type of customer has a fast transaction cycle. For example: [Dongguan housing prices, Dongguan Nancheng new properties, Songhu Yuntai (property terms)]

Time period: Currently, the delivery is mainly set to 6-24 o'clock. According to the analysis of clues, the most clues are received at noon and in the evening.

In summary, targeting is mainly based on intent words, and other targeting is set according to the characteristics of the crowd. You can also cast without setting targeting, which makes it easier to survive the cold start.

The bidding methods for real estate information flow conversion models include oCPC and oCPM. After testing, oCPM is easier to increase the volume and the cost can reach the expected target. Using oCPC means directly using the second-order delivery method, but the cost is extremely high.

According to our tests, oCPC costs are 5-6 times that of oCPM. Investing in the first order only consumes resources but does not result in conversions, while investing in the second order results in conversions, but the cost is unbearable, so oCPM is prioritized.

The actual delivery process is divided into three stages and four elements:

Cold start-up period: The focus is to allow the system to quickly pass through the learning period and establish an accurate user model. During this stage, you can relax the targeting and concentrate the budget on 3-5 creative ideas.

During the expansion period, focus on reducing costs, closing high-cost products, and using tested high-quality materials to enhance advertising competitiveness and reduce costs.

Decline stage: After the material has been running for a period of time, people are aesthetically fatigued, which triggers flow control and dislike. At this time, you can release the targeting and reuse excellent materials. If it doesn’t work, re-launch it to new accounts, as this account is already beyond help.

At different stages of delivery, the four elements are optimized and coordinated with each other, looking at the problem from a system level and optimizing and improving the effect in the details.

The epidemic has accelerated the implementation of digitalization, and information flow has become the only battlefield for reaching users. As an information flow optimizer, you must have a deep understanding of the underlying logic of information flow and do things within the rules to do the right thing.

Creativity, delivery, and conversion are the three pillars that drive business growth. Combining the three major stages and four elements, we can control the rhythm, refine operations, create value, and solve customer acquisition problems.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)