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新房直卖模式:解决房产营销三大痛点 [复制链接]

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发表于 2017-6-14 14:43:44 |显示全部楼层
行业普遍认为,目前的营销方式有效果营销和品牌类的营销,比如户外广告和网络广告等属于品牌类的营销,地推、渠道和一二手联动等属于效果类营销。

据了解,品牌类的营销带来的可量化的交易比较有限,而效果类的营销方式就比较明显,可以带来比较大的销量,但往往对品牌的损伤也是很大;中介人员在停车场、售楼处肆意妄为的拦截极大的影响了品牌形象。

但事实是,传统的营销手段在当下已经满足不了需求,市场氛围也不再是单纯的广告投放可以营造。要想在品牌不受影响的情况下保证效果,其实可以参考最近新兴的一种新房直卖模式。

所谓的新房直卖,可以简单得理解为就是在线上直接卖房子,指的是有一套完整的线上订单来完成一整套的成交服务。居理新房就是新房直卖模式的创立者和践行者,居理新房CEO王鹏表示,新房直卖的效果相当于规模一万人左右,门店八百家左右的公司,对品牌的检索量和关注度的提升大概会等于主流媒50万的广告套餐同等时间持续滚动,同时还可以获得线下交易量和线上的品牌影响结合构建出领先行业至少两年以上的大数据。

有业内人士认为,自己的产品本身非常好,不用在乎所谓的营销。但实际上尤其是新房,品牌感受一般是前置的,消费者在网上搜索的时候就已经感受到品牌价值了,入住之后的感受一般是滞后的。

大数据:线上和线下无法兼得

如今,消费者的思维方式和购买行为早已不好操控和掌握。所以,无论是开发商还是营销代理公司,要想真正的保持利润的稳定增长,就必须从传统的生产制造业转向新型的服务行业,依靠大数据分析画像,进行精准的营销指导。

但数据显示,目前市场上的房产大数据都是割裂的。有些非常偏线下,比如说有一些代理公司会出一些所谓的房产大数据,只能精确到每个售楼处有多少客户到访,多少客户进店,有多少套成交,但是当客户从进店到成交的时候,其实已经在网上关注一段时间了;二有些大数据非常偏线上,只有用户在线上检索的内容,但是根本落实不到线下的交易;还有些所谓的大数据只有网签量和人口。

确切的来说,未来合格的大数据一定是从线上到线下连贯的,基于用户的需求,进行精准的画像,为开发商和服务商,提供精准的营销指导。“居理新房的直卖模式为的就是解决这一点,居理新房的服务是从用户产生决策的那一刻起到最终完成交易,不断收集关键数据。这些数据准确、大量,可以更准确的判断当前环境和预测未来走向。”王鹏介绍。

模式:绝对和相对转化率无法兼得

实际上现在的房产市场有点像10年前的中关村,一个客户的绝对转化率其实很高,但落到每个服务者身上相对转化率就很低。

因为没有人能给客户提供专业可信赖的服务,所以客户就会接触更多服务者、而服务者也倾向于短平快的处理更多客户,即使流失也在所不惜,这就是一个恶性循环。

高转化率的线下服务团队是新房直卖最关键的一环,因为房产交易周期很长,客户和服务者接触的频率和深度非常高,因此服务者本身在转化和体验中起了决定性的作用。

但说到底新房直卖只是一个可选择的新的连接模式,不会颠覆任何人本身也需要不断进化。如果拿楼盘对应苹果产品,那么苹果体验店就类似售楼处的自然来访,迪信通和国美苏宁类似地产行业中的一二手联动,中关村在线等媒体类似等网络广告,而居理新房的直卖模式则类似于京东的自营模式。

王鹏说,如果往后看20年,所有行业都在完成线下交易的线上订单化,就像是京东对于零售的改造,携程对于旅行的改造,美团对于餐饮的改造,滴滴对于出行的改造。所以未来房产也会把类京东的模式,也就是直卖的模式,变成一个非常关键的模式。

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发表于 2017-12-7 05:10:39 |显示全部楼层

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发表于 2018-6-7 14:34:43 |显示全部楼层

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Government has announced the signing of two loan agreements with the Inter-American Development Bank (IDB) totaling US$32.16M.According to the Ministry of Finance yesterday, the loans would once againMinister of Finance, Dr. Ashni Singh (left) signing the agreements with President of the IDB,Cheap China Jerseys, Luis Alberto Moreno.signal the bank’s confidence and commitment to support development initiatives in Guyana. The two loans will address police and prison initiatives as well as the environmental management sectors.According to the Ministry, one of the two agreements signed provided is for US$15M. This will finance what is called the Citizen Security Strengthening Project. Under this project, a number of initiatives will be funded that is aimed at contributing to a reduction in crime and violence such as homicides, burglaries and robberies, and domestic violence in Guyana.The objectives of the project are to improve behaviours for non-violent conflict resolution in target communities; increase the police effectiveness in crime prevention and investigation and address the issue of repeat offenders at the Guyana Prison Service.“The programme will go a long way in helping to make our neighborhoods and communities safer and our security agencies more effective,” the Finance Minister noted.Under the Environment Sector Strengthening Project, some US$17.16M will be provided in support of policy reforms in the sector. The programme aims to support Guyana in the implementation of its Low Carbon Development Strategy (LCDS) with emphasis on climate change initiatives and sustainable natural resources management, the Ministry said.“The objective of this operation, which is the second in a programmatic series,Cheap Jerseys From China, is to continue the process of strengthening the governance and policy framework that supports the implementation of the LCDS. The loan will further enhance the regulatory, institutional and monitoring structures of the programme to support the implementation of that strategy.”“The reforms contemplated by the programme make for even more effective discharge of Guyana’s responsibilities in this area, which is of critical importance given Guyana’s established leadership in the area of climate change and sustainable management of natural resources,Wholesale Jerseys Authentic,” Minister Singh said.He said that the decision by the IDB to provide the loans is further testimony of the bank’s confidence in Government’s commitment to responsible management and, in particular,NBA Jerseys From China, to implementing meaningful reform in the two sectors concerned.Over the weekend, the Guyana Human Rights Association (GHRA) objected to the loans being signed, saying it has written the IDB to hold the monies until after the May 11 elections.GHRA said that the letter was sent Friday to the Country Representative of IDB which it says could be misused for electioneering purposes by the ruling People’s Progressive Party Civic (PPP C).In its letter to the bank, the watchdog body said that it is disturbed by the timing of the announcement that the IDB has approved a loan to be spent in furthering the country’s Low Carbon Development Strategy (LCDS).“While the GHRA is not suggesting impropriety in the approval process, or of the IDB as an institution, nor disagreeing with the substance of the loan,Cheap NFL Jerseys, issues of perception with respect to timing cannot be overlooked.”GHRA said it is recommending that the loan not be made available to the Government of Guyana before general elections are held on May 11, 2015 and the new Parliament installed a month later.In explaining its reasons for the stance, GHRA noted that best democratic practice encompasses the principle that the incumbent Government not be able to influence elections by inaugurating new projects which directly benefit particular communities, such as roads, health centres or other such activities.“Asian countries such as India and Bangladesh, for example, have gone farther and specifically prohibit any projects which might influence elections being initiated for a set period prior to elections.”GHRA said that the manner in which the Government announced the date for general elections was improper and, by not linking the proclamation to the dissolution of Parliament,Wholesale China Jerseys, has generated much controversy.“However, any ensuing confusion should not be rewarded by business being conducted as if Parliament were still in session.”GHRA also pointed out that Amerindian communities are identified among the beneficiaries of the recently-approved loan.“It is common knowledge that these communities are traditionally a priority target of political party electioneering. In light of the above and in the spirit of erring on the side of caution, the GHRA would encourage the IDB to defer final release of the loan in question until after general elections.”The letter was copied to the Caribbean office of the IDB.

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