Foreign real estate network marketing cases

First, the advantages of real estate network marketing Based on the characteristics of the network and the combination with the real estate industry, compared with traditional real estate marketing, real estate network marketing has obvious advantages.

1, truly consumer-centric.

As far as traditional marketing methods are concerned, it is still very difficult to really take consumers as the center.

Real estate online marketing always takes consumers as the starting point and destination of marketing, emphasizing interactive information exchange. Consumers can actively inquire about the price, geographical location, brand and related information of the real estate they are interested in through the network.

Through BBS questions and timely answers, real estate enterprises and consumers maintain intensive two-way communication and exchange, which greatly improves the status of consumers in the marketing process, gives consumers unprecedented freedom of participation and choice, and greatly strengthens the core position of consumers.

2. It reduces the asymmetry of market information and expands the choice space of consumers.

Real estate is a complex commodity, and consumers need to know a lot of information such as price, quality, structure, design, contract and property rights. At the time of purchase, because the Internet has the characteristics of wide spread, high speed, unrestricted by time and space, unrestricted by layout, two-way communication and rapid feedback, it can transmit the above information comprehensively, quickly and accurately, and reduce the asymmetry between the supply and demand sides.

At the same time, using the Internet, consumers can know the micro information such as the location, apartment type, structure, layout, environment, property management, etc. of the required goods without leaving home, and can further query the meso information such as architectural design, urban planning, energy utilization, landscape layout, etc., so that the differentiated characteristics of real estate products are more intuitive and more conducive to consumers with different preferences to choose.

3. Concentrated target consumer groups can achieve efficient marketing.

Although newspapers, radio, television and other traditional media have a large audience, the crowd distribution is too wide, and the gap between age and income is large, which leads to a low actual hit rate of real estate marketing.

Real estate network marketing is mainly aimed at Internet users. According to statistics, by the end of 2005, the number of netizens in China was 654.38+0.2 billion, second only to the United States in the world.

Their main age is 25-35 years old.

In the next few years, this group will also be the main consumer group of real estate.

Compared with traditional marketing, real estate online marketing has a clearer target consumer group.

4. Reduce the cost and improve the efficiency, and the effect is easy to measure.

At present, real estate advertisements mainly rely on newspapers. Compared with online advertising, the cost is only about one twentieth of that of newspaper advertising. Moreover, with the continuous development of real estate projects, there are more and more real estate advertisements in newspapers, and the form of newspaper advertisements is single, and people's attention to each advertisement is decreasing day by day.

Online media uses multimedia technologies such as three-dimensional display, electronic map and voice explanation to show all the information of the project to the buyers. Large amount of information, large amount of information, not limited by time and space, so that buyers have greater autonomy in purchasing.

Online real estate marketing adopts online procurement, online design and online sales, which effectively reduces the marketing costs including procurement fees, venue rental fees, media advertising fees and promotion labor costs. Because of the rapidity of network information dissemination and production, it only takes a short time from submission to release, which improves marketing efficiency.

It is difficult to measure the effect of traditional marketing, but in online marketing, it is easy to measure how many people have seen this advertisement, how many people have clicked on detailed view and other data as long as traffic statistics and codes for detecting traffic sources are inserted into relevant programs.

Second, the disadvantage analysis of real estate online marketing 1, there is a contradiction between virtual and reality, and consumers lack sufficient trust in online marketing.

Real estate is a very valuable product, and every buyer is very cautious.

Although the network can display the shape and structure of real estate in an all-round way and provide consumers with the basis for buying, it can't provide consumers with personal experience.

As a special commodity with high value and great difference, real estate experience is very important to consumers. Moreover, the mutual trust between consumers and real estate developers in China has been poor, so consumers can't fully trust the information on the Internet at present, and online transactions are even more difficult.

2. Limited by hardware facilities, the network content is simple.

China's network marketing is still in the initial stage of development, and there are problems in infrastructure, technical software, network security protection measures and high-level network marketing talents. Network legislation, settlement system and internet popularization also restrict the development of online marketing in China at this stage.

At present, there are many real estate websites, but most real estate enterprises are weak and their services are monotonous. They have not surpassed the traditional media in quantity and quality. They just regard the website as a traditional print media, lacking interaction with visitors, ignoring the characteristics and advantages of online media, which makes the project lose the opportunity to communicate with potential customers.

This information is far from enough to motivate website visitors to make a purchase decision. At least, it is necessary to provide a three-dimensional dynamic model house, as well as the location and environment of the community. In addition to the information of the real estate itself, it is also necessary to provide some knowledge of national policies, legal advice, purchase procedures and skills to the house buyers.

3. Real estate enterprises have insufficient understanding and investment in online marketing.

Some real estate enterprises carry out online marketing with unclear purpose and lack of planning.

In fact, when real estate projects conduct online marketing activities, it is necessary to make clear the goal of establishing a website and make a complete plan, including the purpose, market research, required resources, fund allocation, expected results, etc.

Because network marketing is based on the ever-changing network technology, the development of network technology requires enterprises to update and maintain their websites frequently, which will gradually increase their investment in the network.

Only by constantly updating can an enterprise website maintain a high level, otherwise the website will be unattractive.

At present, many enterprises are satisfied with building a website and are unwilling to invest more. Of course, they can't achieve good marketing results.

Third, the main means of real estate network marketing 1, real estate enterprise website

The homepage of the real estate website should generally include enterprise introduction, enterprise organization structure, enterprise news, main products and brands, marketing and services, enterprise management and culture, disclosure of financial and operating conditions, industry trends and policies and regulations, real estate knowledge online, BBS online, on-site search, our contact information and so on.

The focus of website construction of real estate enterprises is to enhance the brand image of enterprises.

A website with unique design, detailed content and real-time update can attract consumers' attention and establish a brand image among consumers more easily.

2. Online advertising

Real estate online advertisements mainly include fixed advertisements, pop-up advertisements, floating advertisements and Flash advertisements.

Internet advertising has the characteristics of less time and space restrictions, large information capacity, instant updating and free inquiry. At the same time, it also has strong interactivity and sensory stimulation, and its audience can be accurately counted by the number of clicks, which just matches the characteristics of real estate advertising with strong timeliness and high economic level of advertising audience.

At present, real estate online advertising is becoming the backbone of real estate advertising with its advantages of low production cost, surpassing time and space restrictions, updating at any time, and dynamically tracking statistical effects.

3.e-mail

The main parts and attachments of e-mail can be used as the carrier of real estate commodity promotion.

Due to the extensive use of e-mail on the Internet, e-mail has gone beyond the scope of the original online communication tools and become an important promotion means of online marketing.

The advantages of e-mail marketing are mainly reflected in four aspects.

(1) E-mail is suitable for the latest typical interactive personalized marketing mode, namely one-to-one marketing.

(2) E-mail marketing cost is much lower than telephone, fax, mail and other promotional methods, and the reduction of marketing cost means the improvement of competitiveness.

(3) E-mail marketing is intuitive and concise, and easy to be accepted by the audience. (4) Through e-mail, trust and friendship can be established between enterprises and customers, and the relationship between them can be changed from buying and selling to friendship, which is in line with the law of relationship marketing.

E-mail marketing has increasingly become the main means of real estate network marketing.

4. Online intermediary

Real estate agency is one of the earliest industries to apply e-commerce, and the final form of e-commerce in real estate agency industry is MLS(MultipleListingService), which is popular in Europe and America.

Consumers who want to buy real estate can enter the characteristic parameters of the target real estate on the computer terminal set up by the intermediary, check all the qualified real estate types, or check the exact location of the target real estate through the online electronic map, and "inspect" the appearance, environment, internal structure and structural details of the target real estate through the live interactive screen played online; If the housing is not enough, you can also entrust an intermediary to upload its requirements to the real estate professional website and find them in a larger database.

MLS makes the services of real estate agents more professional and can effectively meet the demand selectivity of consumers.

Four. Internet marketing of real estate is a new marketing model, which has not completely replaced traditional marketing. In essence, traditional marketing and network marketing are two organic components of the overall marketing strategy of real estate. Integrating network marketing and traditional marketing and complementing each other's advantages is the way to success of network marketing.

First of all, through the combination of traditional marketing methods and network, it can promote the promotion of websites and the establishment of real estate enterprise brands.

As an intermediary between consumers and the final products of enterprises, websites should first sell themselves and guide consumers into websites, so as to get in touch with the final product information. There are usually two ways to promote the real estate website: one way is to promote the website through traditional advertising, publicity, corporate image system and corporate logos; Another method is to promote the enterprise's website through network technology, links and online advertisements.

While promoting the website, we should also closely combine the website with the brand image of the enterprise. Only in this way can consumers appreciate the network containing brand information.

Secondly, use the network to provide information.

The object of network marketing is essentially a lot of information, including the price, location and sales of products of real estate enterprises, as well as knowledge and news about real estate.

Although the network can't replace the on-site house inspection, it can provide consumers with rich information, which is of great significance to real estate marketing from theory to practice.