Wu Han: How can real estate use new media marketing to detonate traffic and get customers quickly?

After more than 20 years of development, the real estate industry in China has entered a more complicated period from the golden age. Problems such as high cost of traditional advertising, low customer conversion rate and slow withdrawal of funds are constantly emerging. Compared with other industries, such as FMCG, the long cycle, high value and complexity of real estate determine the high participation of customers in purchasing decisions.

The appearance of new media has greatly changed the traditional marketing mode of the real estate industry, expanded the marketing channels, dredged the information dissemination channels of the industry, and strengthened the promotion of user experience, making the industry pay more attention to consumers' consumption tendency, which has played an important role in promoting the rational development of the industry.

The combination of real estate industry and new media is not only reflected in business, but also spread to marketing ideas.

It will be self-defeating not to apply new media marketing to real estate marketing when it is difficult to get customers offline, marketing means are limited and budget is insufficient. According to the statistics of authoritative organization iResearch, the new media has completely surpassed the traditional media in 20 18, which means that the main battlefield of marketing communication has completely shifted from the traditional media to the new media.

After Wanda's propaganda turned to new media in an all-round way, Vanke, Poly, R&F and other giant housing enterprises have invested in new media to seize the new battlefield, and the exploration of new media marketing is scrambling.

Teacher Wu Han believes that in the era of mobile internet, the main battlefield of marketing has turned to new media in an all-round way, and giant housing enterprises are scrambling to transform into new media. However, there are also misunderstandings about new media. The most obvious misunderstanding is that the new media is marketing by taking advantage of the situation and making the official account of WeChat. New media is not only advertising in another place, but also has its special underlying logic. It is based on the product effect and accurate communication of big data, so we should start with the traffic platforms with massive data such as WeChat, Baidu and Himalaya. This is the correct posture of real estate new media marketing.