Under the epidemic, sales offices in various places closed, and many housing enterprises turned to online "self-help". According to the statistics of Ke Rui Research Center, there are 143 housing enterprises among the top 200 housing enterprises that "sell houses on the cloud" online. Is buying a house online reliable? Can online sales replace offline sales?
VR house viewing, on-site house selling ... houses can also be purchased online.
Since mid-February, a number of real estate enterprises have launched online house purchase, providing online VR services such as house viewing, house selection and house purchase, and introduced policies such as multiple house purchase discounts and no reason to check out, which attracted many consumers for a time and formed a lively "online shopping" market for houses.
"Xinhua Viewpoint" reporter found that there are three main online sales models at present: one is the online sales offices set up by some large real estate enterprises, such as Hengfangtong of Evergrande, Phoenix Cloud of Country Garden, Happiness Link of Sunac, etc., and the houses sold cover all the projects on sale in the country. Second, large real estate enterprises such as Shimao and Longguang build online sales platforms with third-party organizations such as Fangtianxia and Leju to attract traffic through online sales. Third, salespeople become anchors and broadcast live "in stock" on platforms such as Tik Tok and Aauto more quickly.
What is the effect of selling houses online? Evergrande recently announced that after the full implementation of "selling houses online", the company realized the total number of online subscriptions of 99 14 1 in February, and the discounted total house price was 65.438+002.67 billion yuan. However, the online subscription of most housing enterprises is bleak, and there are few transactions. For example, more than 100 projects launched by Sunac Shanghai area had few transactions, and Country Garden's sales in February fell by nearly 50% year-on-year.
The reporter found that in addition to Evergrande's "Hengfangtong", a few platforms can realize many links such as recommendation, subscription, transaction and commission rebate. At present, most housing enterprises sell their houses online for project display and customer diversion. For example, the platforms developed by housing enterprises such as Poly, China Shipping and Zheng Rong only have the functions of project browsing, intention registration and docking with real estate consultants, but they can't subscribe and subscribe online, mainly to divert customers and build a nationwide broker system. The anchor of "bringing goods" accumulates fans by showing the house to netizens, and then obtains customers and promotes projects through building groups and private chats.
The person in charge of a platform operation told the reporter: "For developers, this online sales office is just a channel to expand customers. It attracts prospective buyers through display projects, obtains more customer information, and then drains offline. "
Is buying a house online reliable?
Mr. Wang, a citizen of Taiyuan, recently participated in the "second kill" activity of Poly Online after seeing the house through VR real-life maps and live webcasts, and bought a house of 149 square meters. "Through VR, live broadcast and offline viewing, there is little difference in viewing houses. What you see is the real scene, and you can also consult the project situation and surrounding facilities immediately. " Mr. Wang said, "offline viewing often requires multiple round trips, and online viewing also reduces the number of errands."
"The support of advanced technologies such as VR has greatly enhanced the realism of customers' online viewing; The launch of online selling houses also shows that developers have begun to explore ways to change communication with customers. Jing Fu, assistant general manager of Poly Development Shanxi Company, said.
However, more buyers said that although it is convenient to buy a house online, they always feel uneasy without visiting the model room and experiencing the house and surrounding environment. "After all, buying a house is a big expense. What should I do if I regret buying it wrong? "
The reporter found that the "online purchase" that can be finalized at this stage, in addition to supporting policies that can eliminate the concerns of buyers, often has different degrees of concessions. "From the current point of view, the most common way for real estate enterprises with high online sales subscription rate is to implement combined marketing strategies such as preferential discounts, insured period and no reason to check out." Ding Zuyu, CEO of Yiju Enterprise Group, said.
Many property buyers believe that the most important thing is to increase the "no reason to return a house" supporting terms for a certain period of time. The reporter found that at present, more than 20 real estate enterprises have introduced the "no reason to check out" policy, ranging from 7 days, 15 days, 30 days, 60 days and 90 days to 180 days, especially Evergrande's regulations are the most relaxed-check out before delivery.
"If it is expensive, the difference will be refunded within the validity period; If you don't want it, you can retire for no reason. " Yang Kewei, deputy general manager of Ke Rui Research Center, believes that the series of supporting policies of "guaranteed price+discount+no reason to return a house" have basically solved the worries of buying a house online.
Selling houses online: expedient measure or future trend?
The industry generally believes that the current real estate industry is mainly affected by the epidemic, which is an "extraordinary measure in an extraordinary period" and is still in its infancy and experimental stage. In the short term, online selling will not replace offline sales, but it will be an important supplementary means of offline sales.
Fu Qi, vice president of Jin Lu Real Estate, believes that although the online marketing platform of real estate enterprises has a large investment in the early stage, it can greatly reduce the sales cost and save manpower in the later stage. "The online sales office combines the advantages of Internet technology and can accurately place advertisements based on big data to improve the customer acquisition rate."
"The online sales office is equivalent to opening a national marketing model, which can mobilize all potential forces including employees, owners, partners and even members of society to the maximum extent, quickly accumulate effective customers and promote sales transactions." Yang Jian, vice president of Bao Hua Enterprise Group, said that all aspects and progress of customers' buying houses can be viewed online, which is efficient and conducive to management informationization. "In the future, the online sales office will become the main channel for customers."
"Online sales are conducive to disintermediation of real estate sales." Hua, vice president of Baolong Group, believes that buying houses online has changed the way developers acquire customers. Take Evergrande as an example. Everyone who has registered "Hengfangtong" is a potential customer, and anyone who places an order with a deposit can be regarded as an intentional customer.
Yang Kewei believes that selling houses online in the future may also change the labor-intensive characteristics of the current real estate marketing industry. "The salesman who used to explain to customers became the anchor who explained to the mobile phone camera on the spot; The space used offline between the sand table and the model has become VR images and 3D renderings. Anchors with strong live broadcast capabilities will naturally gather more customer resources, so there is no need for' crowd tactics'. "
"Online sales platform is a low-cost way to cultivate potential customers." Yang Jian said that with the opening of online sales channels by major housing enterprises, buyers have a wider range of choices, and the comparison between enterprises and houses is faster and more convenient. Under the protection of "no reason to return a house", buyers can choose the best, and it is easier to stand out from the crowd when they experience good "quality" products.
The industry generally believes that online and offline parallelism will become a trend. "Although online marketing has limited promotion effect on instant transactions, in the long run, it is a feasible model to integrate online and offline marketing and establish a sales chain of' online promotion-user acquisition-case site visit-contract signing-after-sales maintenance'." Ding Zuyu thinks.