No matter in any field, users are the driving force for products to move forward.
Have you felt this way recently?
With the disappearance of Internet traffic and the increase of customer acquisition cost, it is difficult for users to operate.
No matter in any field, users are the driving force for products to move forward. Take renting a house as an example. Renting a house is an irregular, region-based behavior, and there is still a long way to go before it can be completely internetized. Aside from the definition of the Internet, in the operation of apartments, products are apartments and users are tenants. User operation is to find the person who needs to rent a house, show it to this group of people, let this group of people rent it and keep renting it. Both user evaluation and user experience are urging products to accelerate iteration and update.
So, what should the user operation of the long-term rental apartment industry do?
1
Identify target tenant groups and their needs
From the operational experience of Xiaoyou Butler, we must first determine what tenants need, what tenants of different ages need, and what male tenants and female tenants need ... The lifeblood of the apartment is cash flow, which comes from rental income and rent comes from tenants. Therefore, user operation plays an extremely important role in apartment operation.
Tenants are also classified, which will directly affect the building of apartment products. Roughly divided into categories, the mainstream apartment products on the market can be divided into high-end apartments and just-needed apartments.
Generally speaking, mid-to-high-end apartments tend to be centralized, only rented and not sold, and have higher requirements on product quality, apartment brand and service after occupancy. Therefore, the initial investment is large and a strong service team needs to be formed. However, such people account for a small proportion of the renters, about 15%. They usually don't find houses through mainstream online channels, and it is difficult to get customers, but the product premium is high and the service premium is high, which is conducive to the shaping of apartment brands.
Just-needed apartments tend to be decentralized and shared, requiring high cost performance, high price sensitivity and relatively troublesome management. This requires the apartment to have strong cost control ability and good operation and maintenance ability. Most small and medium-sized units in the market exist in this form, so the competition is fierce, resulting in a low transaction rate. However, such people account for a large proportion of the renters, above 80%. Most people will find a house through online channels, and it is relatively easy to get customers.
Know who the users are, understand their characteristics, and then push them back to the creation of apartment products. Clear user positioning is of great significance to the building of apartment products, the transaction rate of tenants and even the strategy of an apartment.
2
Whose fault is it that there is no tenant?
The first pain point of apartment enterprises-vacancy rate! Renting is always the most concerned issue for business leaders, especially the peak of check-out at the end of the year+off-season. So, who is to blame for the so-called lack of tenants?
The process from the completion of apartment decoration to the tenant's payment of occupancy fee is one of the important manifestations of apartment management ability; "Tenant-free" can be divided into tenant-free click, tenant-free consultation, tenant-free appointment and tenant-free transaction, which respectively correspond to the transformation from innovation to drainage.
Racine
For an apartment, the most painful thing is that no one cares about the products that have been worked so hard to build. Renting a new apartment is the first step. If others can't even see the apartment, there's nothing to follow up. Racine Apartment has the following suggestions for reference only:
Channel diversity. Now the traffic is more and more dispersed, and it is almost impossible to solve the vacancy problem by relying on a single channel. In addition to 58, Alipay, Baidu and other mainstream channels, Weibo, WeChat, Zhihu, Douban and salted fish have gradually become the channels for apartment enterprises to get customers. For online channels, traffic analysis is extremely important, because different channels have different user groups and activity. Don't just regard the channel as a place with tenants, we should thoroughly study the characteristics of different channels in order to accurately launch the channel. After all, the maintenance of each channel requires labor costs and funds.
Correctly handle the relationship with the platform. The apartment always loves and hates the platform. Love is because you need the traffic of the platform, and hate because you are always kidnapped by the platform, and you need to pay the port fee and deposit. Regardless of whether the platform should be charged for the time being, apartment enterprises must ensure their independence if they really want to get rid of the fate of being slaughtered. The healthiest relationship between apartments and platforms should be interdependence and relative independence.
Offline channels are equally important. Offline here includes but is not limited to intermediary. Renting a house has a strong geographical attribute. Marketing based on the geographical location of the residential area where the room is located will be more accurate. Many apartments have realized this and opened offline stores in communities with more houses. Of course, opening a store requires scale and volume. Generally speaking, intermediary companies are one of the channels, or reach friendly and cooperative relations with community doormen and property management companies, so that they can become propagandists of apartments; Even if the cost is controllable, find some part-time jobs to distribute leaflets nearby.
"drainage"
For the apartment, the most painful thing is that the tenant will look at the house and then look at it, and there will be no more. However, there are many new channels for apartments. If there is no drainage, all efforts will be in vain. Regarding drainage, there are the following points for reference:
The product should be good enough. This is the core and the most basic point. Many people say it's just a rented house. Why not make it as grand as a palace? In fact, the so-called good is not necessarily related to words like "expensive" and "luxurious". Whether an apartment product has used the mind can be felt. If it must be positioned as a transitional accommodation, then it is just a rental house; Even if the cost needs to be controlled, the cleanliness of the apartment, the collocation of room configuration and some small soft assembly decorations can improve the product quality. The premise that renting a house can be exquisite is that it is exquisite. It's also a rented house. No comparison, no harm.
The photos should be beautiful enough. The photo of the house is decisive for booking. If there are any necessary conditions to become the most sought-after hot room, photos must be the most important one. After all, this is an era of looking at faces. When looking for a house online, tenants will get their first impression of the house through photos of the house. Photos of the house that are not good-looking will scroll with the mouse. A good house photo can keep the tenant's eye, get a high click rate, and the natural house can be rented out quickly.
Words should be attractive enough. This focus is reflected in the label function and the marketing ability of huxing, because the location and decoration of the room are fixed, only the slogan can be different. And the more slogans, the better. Tenants' stay time is limited, so they must be noticed at the first time. In addition to geographical location, price and room interior settings, tenants also care about independent bathrooms and roommates. According to statistics, more than 60% of tenants will have the need for independent care. If there are unconventional words such as "Internet celebrity roommate" on the label, the click rate will be higher.
"transformation"
For apartment enterprises, the most painful thing is that after tenants come to see the house, they leave quietly, wave their sleeves and don't take away a cloud. This is the most test of "people". Generally speaking, tenants have seen the house on the spot, and they must have the sincerity to rent it. At this time, they only need to do one thing-build trust. Impress the tenant with patience and good service and sign the contract naturally.
three
Know the tenant
The so-called "know yourself and know yourself, and you will win every battle." Although we deal with tenants every day, do we really know the tenants who rent in our apartment?
First of all, we divide tenants into two types, new tenants and existing tenants.
There are three types of new tenants:
Silly white sweet type. This kind of tenants are mainly college graduates. In addition to renting the house itself, they also need a complete set of rental solutions. Because it is very likely that they don't even know what their real needs are.
In this regard, Xiaoyou housekeeper has a personal experience. All along, there is only one requirement for Xiaoyou housekeeper to rent a house: she must arrive at the company within half an hour of 1, because she can't get up in the morning. When the housekeeper showed me the house, I told him that I wanted to be closer to the company. My little brother asked me where my company was. After I told him the location, he immediately helped me choose a place near both sides, and then told me how to get to the company. After reading it, I signed the contract immediately and moved in the next day.
For such tenants, they are not familiar with the geographical location or even the rental market. He probably chose the room just because she saw it. At the time of contact, she should deeply understand their real needs and provide them with a complete rental solution. In my opinion, this is the greatest value of the housekeeper, rather than doing things like answering the tenant's phone, showing the tenant the house and signing contracts with the tenant day after day.
I was hurt inside. A few of these tenants have personality reasons-lack of security in their hearts, and most of them have had the experience of being cheated. After all, once you are cheated by a black intermediary, you may have to rent a house for ten years. This kind of tenant is usually more defensive and will constantly question the authenticity of the property and whether it will be cheated. Remember not to blindly promise and explain at this time. He should have heard the same promise and explanation when he was cheated. The best way is to speak louder than words, show your work permit and relevant supporting documents, then tell the tenant that we are a regular operating company, and everything is subject to the contract we signed, and then share some ways to identify black intermediaries from a professional perspective.
All in all, in a word, express a meaning: whether you rent me or not, I sincerely serve you. Let the injured little soul experience the warmth, and the signing will be successful.
Familiar with family. Most of these tenants have graduated from college for 2-3 years or more, and the pits they have stepped on have been stepped on, and the rental rules and precautions they should pay attention to have been understood. For these tenants, they have a good idea before they come to see the house, and they just need to do a good job of seeing the house step by step ~ the transaction rate is extremely high ~
Stock tenants are also divided into three categories:
High cold type. The requirements of such tenants are simple. "I am alive and well, don't bother me, I will take the initiative to find you when necessary." Don't have any daily greetings, which will only increase her disgust, but once she finds you, please reply in time. Such tenants are the most difficult group to gain loyalty, but once they gain their trust, their loyalty will be the highest and unwavering trust.
Socialize. This kind of tenant is usually lively and cheerful, and likes nagging. You can let him pay attention to the official account of the company's WeChat, tell him that the apartment will have some small activities regularly, and then add a WeChat. The circle of friends often interacts with each other to brush the sense of existence. If possible, you can occasionally give her a little surprise. Then pay a regular return visit to see if you are satisfied with your stay, and if there is anything that needs improvement, do something appropriately ~
Great type. The label of such tenants is usually malicious arrears of rent, bad relationship with roommates, great negative energy, and all kinds of spit every day. For this kind of tenant, all the managers of the neighborhood apartment will discourage this kind of tenant as soon as possible, because no matter how well the apartment management is done, he will not appreciate it, and it will greatly increase the management cost and hurt the apartment brand. The cost paid by such tenants may far exceed the cost of obtaining a guest.
The perfect marketing is that you just need it and I just have it.
In this era of increasingly expensive traffic, tenants will play an increasingly important role in apartments. Their roles are not only rent payers, but also brand propagandists, and even become an important channel for us to acquire customers. In terms of tenants' operation and maintenance, Youlinji Apartment has been working hard, and will not ignore every tenant, and strive to provide a warm home for every tenant in Hangzhou.