What are the operation processes of real estate new media?

In the mobile scene based on private social network, real estate enterprises continue to wander, wait and see, or wait, which is likely to miss the opportunity to create history; Hasty investment, huge investment, is likely to lose at the beginning.

The more enterprises go to the crossroads, the more they need in-depth insight into the industry and users, and a set of effective methodologies.

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Trilogy of new media marketing:

First suck the powder, then raise the powder, and then trade.

The application of new media by real estate enterprises often has three stages. The first stage is to cultivate channel ideas and habits (powder absorption), the second stage is social and brand communication (powder cultivation), and the third stage is to promote transactions.

Horn ear

Now most enterprises are in the first stage of broadcasting information and listening to demand. In other words, first of all, we should take new media as our new channel, no matter what Weibo can do or what WeChat can do. We just use WeChat, Weibo, previous phone calls, short messages and computers as a channel, and we can also call it Square Media Broadcast.

It seems that I took a big horn in the square and shouted at everyone.

More is to bombard all fans and audiences with the creativity of content one-to-many. We first use these new channels to listen to customers' needs and collect information.

2. Circle interaction

When this channel is cultivated, we will enter the second stage of fan interaction. Such as marketing interaction and service promotion. And use the characteristics of new media for community communication. In the past, traditional enterprises often designed activities and then forwarded lottery tickets.

More activities are set directly from the perspective of enterprises, rather than listening to the needs of consumers. If you use social thinking, you should first listen to what consumers are saying, and then establish a continuous interactive relationship.

Through a living room-style, user-created content circle integration, it may be aimed at a small circle of a certain kind of consumer combination, just like inviting a few friends to communicate at home and talk about a topic, you will find that in the process of chatting, you are not the person who controls the right to speak, perhaps one of the professionals gradually controls the right to speak, and this person is the consumer.

In the process of circle operation, let consumers participate in the decision-making process of products and services, such as letting customers participate in the design stage of real estate; Let the owners participate in community cultural activities, including all other marketing, sales and services!

With a good experience, consumers may influence their circle of friends through forwarding.

3. Differentiated operation of data analysis

When we skillfully use this channel to interact with customers, we have also accumulated quite a lot of social data. Next, we will enter the third stage, namely data analysis.

We can use a lot of social data to analyze which consumers are my customers and what their characteristics are, and then classify these customers differently, and then consider how to differentiate and improve customer viscosity. As the viscosity of customers increases, it is natural to sell or deal with members.

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New Media Standardized Operation Process

Combined with the above three stages, a complete set of standardized operation process of social media for real estate enterprises is formed.

1. Planning media channels

Planning interactive channels: This channel mainly aims at customer service and interaction, and realizes one-to-one strong interactive channels such as QQ and email.

Planning content channel: This channel is mainly aimed at brand communication and marketing, realizing one-to-many content communication, and can use video, blog, WeChat pictures and other channels.

Planning platform channel: this channel is mainly to establish the carrier of community and circle segmentation, and realize the flow of people and community operation. There are social platforms such as Douban and Renren.

2. Decomposition of sales channels

For the sales channels of enterprises, we should decompose them from different aspects such as cognition, consideration, purchase, use, opinions and word of mouth, and check which places can be combined with social new media.

For example, the first contact: personal letters, greetings, thanks; The second month: promotional information. The third month: telemarketing and points. The sixth month: gifts and gift certificates. Twelfth month: promotion activities, etc. Of course, these links will vary according to different industries.

We will find that many consumers not only get cognition and consideration offline, but also get more information on new media.

When his friend is a real estate-related owner or buyer, the information he has experienced will effectively shorten the purchase consideration period. We may have two methods:

Put it on the market first, make better use of the new media contacts in the front pipeline, and cultivate these consumers.

The other is that we listen effectively to find out whether our existing owners have some good opinions and word-of-mouth, because this is initiated by users, and we must listen and design a platform and mechanism of SCRM to make good word-of-mouth content affect the previous pipeline.

3. Segmentation of customer contact points

According to the customer's consumption cycle, find the corresponding key points of purchase or communication, and combine these contact points to see where it can be combined with social new media.

Moreover, everyone has different time to watch new media and different contact points; Our content promotion time should also introduce different content according to different contact points.

4. Sort out the operation process

Establish listening (information collection, classified retrieval)-information (access to information and potential business opportunities)-marketing (circle marketing, brand community)-service (encouraging consumers to serve us)-e-commerce-operation evaluation (establish evaluation system and evaluation index for social data and internal operation data.

For example, there are indicators such as scale, service, quality and efficiency in social data to evaluate the trust of fans or the improvement of social capital.

5. Support technology platform

Finally, these interactive data can be effectively precipitated through some systems. We can collect a lot of data on this new media, and we may know ourselves better than consumers themselves.

Socialized new media will become an important entrance of socialized new media CRM. Based on the precise marketing and precise push of customer segmentation, the future activities and push content of enterprises are different.

We jump out of the previous figures and content and pay attention to everyone, including people, people, things, the relationship between people and content. Technically, it is possible for new media to focus on everyone. New media allows us to quickly obtain information input by consumers;

We can also make scientific decisions through these big data.