How can real estate and home furnishing companies attract customers to their stores?

This issue will combine the novel marketing model of "store promotion" to provide ideas for activating traffic in offline stores in the real estate and home furnishing industry.

The sharing outline is as follows:

1. In the face of the three major challenges of offline operations, "store promotion" provides solutions

2. A brief description of the “store promotion” operation , combined with tools to further improve efficiency

3. Three cases reveal the actual effect of "store promotion"

1. Overcoming the three major challenges of offline stores and finding tricks for store promotion

Is it difficult to do offline business? It is particularly difficult during the epidemic year, but the real estate and home furnishing industries cannot give up their stores. Over the years, real estate sales and home decoration have initially synchronized offline stores online, but they still encounter problems such as traffic bottlenecks, low accuracy, poor lead quality, and poor store visit rates.

"Store Promotion" helps merchants solve the above problems. It connects multiple platforms such as Baidu search, information flow, maps, Baijiahao, etc., and intuitively presents the advantages of stores to precise audiences. Let's take a look at its actual capabilities.

① “Store Promotion” is committed to resolving the separation between online and offline marketing.

In the past, merchants needed to plan marketing in both online customer acquisition and offline stores, which was time-consuming, labor-intensive and costly, and they were often unable to draw a relationship between offline customers and online promotions. "Store Promotion" can generate an exclusive H5 marketing page based on offline store information with one click, attract the attention of targeted groups of people through various promotional styles such as videos, photo albums, products, map navigation, etc., and combine with the process of online coupon collection and appointment consultation to achieve cross-online and offline marketing loops, and long-term fan-attracting operations are not difficult.

② Through map orientation, users with needs around the store can be accurately reached

Display store distances in real time to increase conversion intention and store transaction rates. The map targeting range for search promotion is 5-50km, and that for information flow is 1-30km.

③Store promotion has a unique promotion style, which can highlight the core value points of store service, reputation, brand, etc., and is very attractive to users. As can be seen from the figure below, the "store promotion" style includes components such as promotional videos, brand logos, store ratings, exclusive logos, conversion buttons, etc., and can also be superimposed with other search styles. According to big data from the entire industry, the click-through rate of store promotion styles is 29.7% higher than that of ordinary styles, which means better marketing effects.

④Store promotion and “smart store page” complement each other, and the construction method is very convenient.

The smart store page has a very mature template, and advertisers can directly fill in the information to generate it with one click; for multiple stores, batch entry and differentiated presentation are also possible. In actual promotion, we recommend adopting the Jimuyu landing page construction strategy, presenting multi-dimensional information content on the first screen and the second screen, and combining coupons and conversion components to achieve better results.

From the above, we can see that "store promotion" will help offline merchants find breakthroughs in five aspects: links, traffic, conversion, content and operations.

2. A brief introduction to the marketing methods of "store promotion", from entry level to advanced level

How to build, optimize and improve the efficiency of "store promotion" with multiple marketing capabilities? In fact, you only need to follow the three steps of "create a store", "generate a store page" and "create a new plan" as shown in the picture below to start the online promotion.

For example, in cases where conversion costs are not ideal and lead quality is poor, you can create an OCPC delivery package separately for "store promotion" . Since the underlying logic of the "smart store page" and the Jimuyu landing page is the same, there is no need to set up embedded codes or API feedback. The conversion effect and the OCPC model are completely connected, so data can be accumulated very quickly. You can also combine deep conversions for comprehensive evaluation to help reduce costs and increase efficiency.

In addition, we are particularly recommended to use "store promotion" and the free traffic bonuses brought by Baidu Maps and Baijiahao, which contain a variety of integrated marketing methods, allowing stores and brands to be accurately exposed and effectively interact, achieving product and effect integration.

3. Real estate and home furnishing industry cases show real money and silver effect improvement

Through the previous explanation, we have a certain understanding of the advantages and settings of "store promotion". So, focusing on the real estate and home furnishing industry, how can we combine our own situation and make good use of "store promotion"? Next, we will see three cases, which are practical summaries from decoration design, furniture stores and sales centers.

In the first case, the brand owner in the interior design industry owns 18 offline stores. To achieve precision marketing, he made plans from four aspects: distance factors, price factors, style factors, and decoration cases when setting up the account. He filled in keywords and targeted creativity in different directions, and combined the unique location tags and store phone clue components of "store promotion" to attract clicks, and promoted in-store consumption through coupons. The whole plan is very detailed and worth learning from.

In the design of the "smart store page" (see the figure below for details), advertisers place the store's facade at the top of the first screen and combine it with the store introduction and address below to strengthen the status of the offline store.

Next, the store’s furniture showroom, cooperating furniture brands and other contents are presented in a carousel, giving users a comprehensive sense of the scene; at the end of the second screen, floating and bottom-absorbing conversion components are used to facilitate the collection of clues. From the delivery data, we can find that the average click price has decreased by 19%, while the click rate has increased by 222%. This shows that the "store promotion" plan has a stronger chance of winning high-intent traffic and is more cost-effective.

The advertiser in the third case mainly promotes an apartment complex, which is located in a remote development zone in a new first-tier city. It is currently facing great sales pressure due to the incomplete development of surrounding supporting facilities and sparse population in the area. After analysis, the optimizer suggested using "store promotion" on both search and information flow ends for marketing layout.

The search end used a 15km radius around the sales center for delivery, creatively using store promotions superimposed on flash delivery styles and advanced components. With the precise targeting of LBS, the click-through rate increased by nearly 80%. After achieving initial results, the search OCPC intelligent delivery was used to expand the number of leads by 50%, and the quality of the leads was higher than conventional delivery, proving that the "store promotion" had a significant effect in improving efficiency.