Nowadays, house buyers are more and more accustomed to finding houses online, and embracing the mobile Internet has become a new trend and a new way of marketing in the real estate industry. The reporter visited the market and found that many real estate companies and intermediaries are also actively using new online marketing methods.
Recently, Beike Shenzhen held a property new media leader conference. Jian Yu, the general manager of Beike Shenzhen Western Operations, said, "There have been significant changes in the real estate market in recent years. Although the offline transaction attributes of real estate are relatively strong, new media still has advantages in the decision-making process of buying a house." He also said that customers now have higher requirements for brokers, who not only need to help customers "buy houses", but also help customers "buy the right houses". So in the future, "consultant brokers" and "real estate experts" will be the direction of the evolution of this profession.
According to the "2023 Live Short Video Industry Research Report" released by the China Internet Network Live Short Video Special Committee, as of December 2023, the number of short video users in China has reached 1.053 billion, accounting for 96.4% of the total number of netizens. Among them, 71.2% of users have purchased goods through watching short videos or live broadcasts. Online interaction is faster, but in the real estate field, both professionalism and trust are highly valued. Short videos, live streaming, and other new media have become important channels for consumers to obtain information and consumption scenarios.
How to build user trust on a fast and efficient platform, and convert it into offline actual services? Feng Yin, the product operation manager of Beike Shenzhen Station, said, "In online interactive scenarios, service providers need to quickly establish a personal professional image, allowing users to feel rich professionalism; adopt a neutral market view, rationally and objectively view trends and changes, accumulate user trust; be able to explain and have skills, and present all knowledge related to houses in a way that is more in line with user reading habits and easier to arouse user interest, requiring the cultivation of their own superb communication skills