Real estate and furniture industry landing page construction guide

Nietzsche said: "Whatever does not destroy me makes me stronger." So during this period of fighting the epidemic when everyone is staying at home, how can we cleverly handle marketing highlights and turn "danger" into "opportunity"? Today we have prepared two industry cases for you: real estate and furniture customization . We will dissect landing page marketing techniques to help you find the right opportunities for marketing!

1. Real estate industry

1. Overall industry situation and audience analysis

Industry policies, market factors, and the rigid demand for housing create the development potential of real estate

Bank policies, stable real estate development, increased per capita income, increased residential area and new housing supply have played a decisive role in the real estate industry.

Because of these factors, the precise population and target population are obvious: one category is the group that needs to buy a house (for example, they need to buy a new house to get married); the other category is the group that wants to replace and upgrade . As the user's income increases, they hope to use the second house for investment. They have a clear demand for buying a house and are more concerned about preferential activities, house appreciation potential, and house type features.

Audience analysis:

2. Three types of information flow landing pages

According to our population analysis, information flow landing pages are divided into three types:

1) Short Pages

It faces the target and precise groups, that is, people who intend to buy houses and need to view houses. Generally, there is one entrance per screen, and the page directly hits the pain points and focuses on displaying the content that the audience cares about.

2) Long pages

Multiple conversion entrances and rich information coverage. Including precise target groups and potential groups, for users who are about to buy a house and those who are interested, not only the basic benefits, price advantages, geographical location, etc. of the property are displayed, but also the details such as the floor plan display, brand information, commercial value, etc. of the property are included to guide conversion;

3) Interactive pages

On the basis of long pages, add interactive layouts to increase the interactivity of the audience. For example, the form button is made into a breathing effect to make the page more prominent, the overall design has high color saturation, the header image has clear selling points, and the price advantage is prominent;

3 types of marketing pages corresponding to the crowd suggestions:

3. How to apply the experience of information flow marketing pages to search promotion marketing pages?

1) Long page type

For a long-page universal search landing page, take the opening of an apartment in Hangzhou as an example:

• Header image : Display selling points and brands to attract users to browse;

• Conversion tool : insert a questionnaire to collect information about the user's housing type, apartment size, and total price, screen out users with strong intentions, and improve the quality of user retention;

• Real estate case display : let users understand the location, transportation, room types and other information of the real estate, and emphasize the appreciation potential;

• Discount incentives : Add a 99% discount promotion conversion form to stimulate users again;

2) Interactive Universal Landing Page Example

2. Furniture customization industry

1. Industry population demand analysis: different populations have different needs

① Potential group: those who have the need to buy a house in the near future but are still waiting to decide on decoration

② Target group: those who have already bought a house but are considering which brand to choose, and are more concerned about brand, style, quality, etc.

③ Precise groups: users who have already selected a brand and are waiting to make a decision, and are more concerned about brand promotions

Therefore, the marketing page can start from policy benefits (for example, after the second-child policy was opened, furniture customization produced a series of products for double children's rooms), product quality, reputation, service, environmental protection, discounts, style effects, etc.

2. Analysis of the three major marketing landing pages in information flow

1) Receiving plan type

For customers who have plans to renovate but have no idea how to start, we provide users with expectations for the plan, and then provide matching plans based on actual conditions to guide conversion.

As shown in H5 on the left of the picture below, each page allows users to choose their preferences for the plan, such as personalized industrial style and stylish paint style, etc., giving users an idea of ​​the plan to guide registration.

2) Event lucky draw

It mainly targets precise groups of people who already have a certain degree of loyalty to the brand and have the motivation to buy but lack the ability to act. At this time, promotional activities are definitely the best choice. There are many interactive ways to play in home decoration lotteries, such as grid lotteries, smashing golden eggs, red envelopes, etc. The cost-effectiveness will be better if combined with customer cases and brand service sections.

3) Calculator Type

When facing target and potential groups, the page is usually short within 1-2 screens. Because users are still comparing various brands at this time, it is a better choice to directly give quotes to attract users to stay. The page directly hits the pain points, and often at the end there will be a small brand strength section to consolidate the brand's impression among users.

3 types of marketing pages corresponding to the crowd suggestions:

3. Tips for building high-quality landing pages for search promotion

1) General landing page for event prize draw

Here is a general case study for you, a lucky draw landing page:

① Header image: It is a selling point or brand display. It directly provides the floor plan and a preferential package of 199 per square meter to attract users to continue browsing;

② Lucky draw: Increase the user's interactive experience and give the user a psychological process of buying this product in a cost-effective way;

③ Setting the number of participants: creating a real and enthusiastic registration atmosphere to attract users to participate and leave their calls;

④ Product case: Customized home furnishing products will choose products with a strong sense of customization, such as top cabinets, tatami, etc., which is different from the retail home furnishing industry;

⑤ Contrast effect: inserting a material comparison can dispel users’ concerns about whether the product is environmentally friendly;

⑥ Connecting brands: highlighting brand information and improving user trust;

⑦Conversion button: set up multiple entrances and reasonably match the structure to form conversion;

2) Quotation Analyzer General Landing Page :

How about it, have you learned all these?

Author: Baidu Guangzhou Branch

Source: Baidu Guangzhou Branch