Real estate WeChat marketing plan

Real estate WeChat marketing plan (1)

Let’s first do an analysis of real estate WeChat marketing:

1. Real estate is an industry that very much needs advertising investment, such as Outdoor advertising, TV advertising, newspaper reports, etc. Therefore, in the face of more than 400 million domestic WeChat users, it is completely correct for real estate to target WeChat marketing.

2. Real estate companies with different regions and differences in strength, coupled with their own positioning differences, will definitely have different ways to use WeChat. There is obviously a huge difference when developing WeChat marketing for commercial real estate projects and residential projects. The former is more suitable for using WeChat for long-term marketing, while the latter is more for one-time promotions.

3. Analyze user needs in the real estate market and formulate corresponding marketing strategies.

Residential project WeChat marketing case:

In the WeChat marketing of residential projects, the more distinctive one is Weimob, the largest third-party WeChat public service platform in China, for Shenzhen Country Garden Real Estate Agency WeChat marketing case.

1. Scan the WeChat QR code to experience the new interactive experience of house viewing

Weimob has integrated WeChat QR code elements into Shili Silver Beach everywhere, allowing mobile phone users to You can scan and follow the official WeChat account of Shili Yintan, and use the WeChat platform to obtain project information, receive gifts, participate in draws, and interact on-site. Many customers who came to participate in the event reported that participating in house viewing group activities through WeChat is more convenient, faster, and simple to operate, allowing people to experience the fashion and freshness of technology.

2. The country’s first WeChat real estate platform leads the trend of new marketing technologies

Weimob platform allows Country Garden Shili Silver Beach to organize house viewing group activities through the WeChat real estate platform, allowing more Through the micro life membership card platform of WeChat on mobile phones, people can follow the latest developments of Country Garden Shili Silver Beach, learn all-round information about the Shili Silver Beach project environment, products, transportation, supporting facilities, etc., and can participate in membership events organized by Shili Silver Beach at any time. Come during the event. Convenient, simple, fast and clear, just like the exclusive customized Country Garden Shili Silver Beach briefing, the latest information is at your fingertips at any time. This reflects that the real estate information of Shili Silver Beach is no longer limited to TV, print media, online media, radio, outdoor, etc. Media, gradually develop towards mobile media communication, catching up with the new trend of the times.

Country Garden Silver Beach is a property owned by a real estate company in Shenzhen. Through the panoramic display of Weimob360, it visually shocks the hearts of customers; in addition, the Weimob membership card function interacts with customers’ real-life photos , making the originally serious real estate introduction interesting and lively, deepening the customer's impression, and winning the customer's trust. Since April, 20 reservations through the Weimeng platform have come from WeChat.

It can be said that for the real estate industry, WeChat marketing is still very effective. However, how to grasp it requires a better and more professional grasp of WeChat marketing planning. Of course, the above case introduction does not mean that everyone should imitate Country Garden’s Ten Mile Silver Beach approach when doing real estate WeChat marketing. Because other people's ideas and plans may work well for others, but they may be a nightmare for your own business. The core of real estate WeChat marketing is to flexibly formulate marketing plans based on the characteristics of customers.

Real estate WeChat marketing plan (2)

Real estate WeChat marketing refers to how the real estate industry uses the WeChat public platform to achieve marketing purposes. Because of WeChat’s user base of 700 million, any All industries want to get a share of this social platform, and the real estate industry is no exception. As mentioned earlier, WeChat is a social platform, so our marketing methods must also be based on the attribute of social interaction. Let’s talk about the skills of real estate public account WeChat marketing in detail:

Real estate WeChat marketing is generally The bigger the company, the more trustworthy it is, so a high-end microsite is essential.

Our microsite design must be designed with humanization as the theme. Show what customers need. Many companies’ WeChat public accounts have opened a section similar to Chicken Soup for the Soul, which is open on the public account. It did play a big role in attracting fans in the early days, so many people are still advocating this method. This approach is extremely wrong now. When users have more exposure, they will feel bored. , no one spends a lot of time browsing the same thing over and over again.

The following is an example of what columns we should design for our microsite:

Real estate introduction

Real estate news (latest news, discounts)

Surrounding facilities (buses, schools, subways, banks, hospitals, restaurants, shopping, others)

House type viewing (360-degree house viewing, multiple albums)

Make an appointment House viewing

Mortgage calculation

Message board

Contact us

One-click online navigation

The above 9 Each column is the basic function that a real estate microsite needs to have. These nine columns can already meet the requirements of most customers. We cannot reduce the experience of most people for the needs of a small number of people. This kind of petty gain is a big gain. The practice is not recommended. "We will provide whatever customers need" can be said to be the purpose of micro-website construction in every industry. The extra costs are all consumption!

WeChat marketing concept for real estate

Powerful brand communication and professional sales services. Humanized interface design, timely communication bridge. The strategic combination of mobile, positioning and socialization, rich online and offline activities, and two-way communication with consumers enhance brand awareness.

Therefore, our custom menu must deeply implement this concept: basic micro-site link function (quickly enter the micro-site to understand real estate information), real estate latest information push menu, users can know the nearest real estate in one click Activity information, various interactive activities with customers, and opening activities.

Online and offline interaction

We use a service account. Don’t waste the four push messages per month. Why not use a subscription account? No one needs to stare at your house every day. Apart from chicken soup for the soul, there is really no content that must be pushed. What we want is quality, not quantity.

Scan the QR code offline to participate in activities, forward it to win prizes, etc. Combined with QR code display, such as roll-ups, posters, and DM flyers are all good ways to increase customer activity and attract fans. Of course, we Design interesting and meaningful activities. For information on this, you can search the Micro Marketing Library Forum.

The skills of real estate WeChat marketing are methods derived from summarizing the usual promotion experience. Thinking more and summarizing are required courses for those of us who do WeChat marketing. The skills cannot be explained in one article. , it cannot be learned by reading an article. The current WeChat marketing is also constantly developing and exploring. We often summarize other people’s WeChat marketing plans, absorb the merits of others, and take the essence. If you become a person with strong execution ability, you can master WeChat marketing in any industry!

Real estate WeChat marketing plan (3)

The real estate market is a place or field that engages in the sale, lease, sale, mortgage and other trading activities of real estate and land. It is usually Divided into two parts: personal residential projects and commercial real estate projects. For personal residences, it is usually the family that decides the purchase intention, and women usually occupy the dominant position in the family. Therefore, in the process of formulating the WeChat marketing plan, it is necessary to grasp the consumer psychology of women; in the process of commercial real estate projects, more needs to be taken into consideration. What matters is the use of the venue and other factors, so WeChat marketing planners need to have an overall ability to control. Weituibang mainly breaks down the real estate WeChat marketing plan into four steps, focusing on personal residential projects, to help everyone sort out a clear idea.

Step One: WeChat Marketing Planning

Many people may wonder, shouldn’t the first step be to carry out secondary development of WeChat and build a WeChat marketing platform? So what does WeChat marketing planning do? Combining real estate projects with WeChat marketing for positioning:

1. Customer positioning. Are houses aimed at young people or villas aimed at high-income groups? First, clarify which group of people your target customers are, and analyze them in a targeted manner based on the psychological characteristics of these groups.

2. Product positioning. Are the houses for sale in pastoral style, Mediterranean style, European and American style, or Chinese style full of classical cultural characteristics? The size of the apartment will also have an impact on the overall style of the house. Show these features one by one on the WeChat platform. Of course, there are many ways to show it: you can shoot a romantic pastoral style short movie, or take some beautiful photos, or write Some wonderful stories about the house.

3. Price positioning. How to set a reasonable price? You can initiate a questionnaire survey on the WeChat public platform and comprehensively analyze the user's psychological price to determine it.

4. Marketing strategy positioning. There are many ways to market. Traditional real estate marketing methods are usually offline, by hiring some part-time workers to distribute a large number of flyers, or do a large number of outdoor advertising, or exhibitions. So when doing WeChat marketing, do you need to introduce the main marketing force online, or do you need to combine online and offline methods? These are things marketers must consider carefully.

In the entire WeChat marketing process, real estate needs to be clearly positioned to assist or lead the promotion of real estate properties, to help real estate marketers create more sales opportunities through different channels, and to promote customer purchase rates.

Second step: WeChat marketing platform development

Real estate companies are different from catering companies. Consumers need to eat every day, but for the purchase of a house, it may only happen in 20 or 30 years. Once is a home for a lifetime. Therefore, these factors must be taken into consideration when formulating a WeChat marketing platform, so that buyers can not only facilitate customers to save their time, but also fully understand detailed information during multiple viewing, comparison, and consultation processes. Therefore, a detailed plan must be drawn up for the formulation of public account names, the construction of WeChat official website, and the structure of WeChat columns.

Step Three: Promotion

In WeChat marketing, promotion is a very important step. Why do many real estate companies do a lot of advertising, outdoor advertising, elevator advertising, and bus stop advertising? , real estate advertisements can be seen everywhere. How to promote it by combining WeChat marketing?

1. Promote QR codes

Print QR codes on outdoor advertisements that are most commonly seen by customers. Scan the QR code to receive gifts, which not only reflects the sense of technology It’s also fashionable and fun. Of course, there are some details that need to be paid attention to when promoting QR codes. It is not necessary to print QR codes for advertisements such as buses, which are always in a mobile state. We cannot let customers hold up their mobile phones and follow the buses all over the street to scan the codes. . Also, those huge electronic advertising screens outside high-rise buildings and highway advertisements should not be printed with QR codes. Whenever I see the QR codes on these advertisements, I want to know whose design inspiration this is? Should the customer hold up their mobile phone to scan the fast-moving sky or should the customer stand at the window of the opposite building and scan the code? In fact, there are many places where QR codes can be printed, and these are not the only methods. QR codes can be printed on DM promotional magazines, real estate brochures, floor plans and employee business cards.

2. Online media promotion

You can promote each other with cooperative media, or promote on portal websites, with the help of celebrity Weibo, well-known forums, etc., and you can also bid through Baidu to promote. Take the WeChat platform as an example. There are many promotion methods, such as WeChat public platform promotion, WeChat group chat promotion, WeChat friend circle promotion, etc.

3. Print media promotion

In X QR codes can be printed on display racks, newspapers and magazines, and elevator advertisements.

As far as the elevator advertisements I see every day are concerned, almost all of them are printed with QR codes. The designs of the QR codes are also unique, such as Go-shaped QR codes, QR codes held on cake plates, etc.

Step Four: Operation and Maintenance

Can real estate WeChat marketing operators interact with users on the WeChat platform? For example, we can launch some big carousels, lottery draws, and house decoration knowledge questionnaires at any time. With the help of the membership system developed through WeChat, we manage customers in groups, regularly send greetings to customers, and conduct some targeted holiday activities. For example, during the upcoming Mid-Autumn Festival, you can plan a Mid-Autumn Festival WeChat event so that customers can feel real care, not just a house salesperson.