In the overall environment, most industries, whether emerging or traditional, are currently in the development of “Internet plus”, and real estate is no exception. In the past, most of the real estate market adopts the traditional centralized opening mode, but this mode is affected by the high-pressure government policies, and the preparatory work before opening is extremely tedious. If the preparation is not sufficient, it is easy to affect the reduction rate, and thus the sales will be affected.
Along with the progress of The Times continuously, the informatization process faster and faster, large real estate agent pays attention to the management of the informatization, country garden, wanda, Evergrande and a series of benchmarking enterprise, already USES the Internet sales model, because online room can implement of thousands or even tens of thousands of people online at the same time to choose room, can be completed within a few seconds.
According to reports, the fifth opening of Greenland · International Ideal City project adopted online opening. 2,000 groups of customers competed for apartments at home with their mobile phones at the same time. In just 16 seconds, 364 apartments were sold out. Chengdu Habitat · Sheng Helin language online opening, 1,883 people at home killed 766 houses, only 80 seconds sold out; Xiamen Poly · 3000 Opened online, 817 subscriptions, 1600 sets of equipment, sold out 361 houses in 15 seconds, and so on.
Such shocking data, symbolizing the online opening mode widely loved by people, this sales form not only speeds up the sales process, and compared with the traditional centralized opening mode, information sales mode – online opening is more convenient, efficient and profitable.
Online open market with what defeat traditional centralized open market?
At present, the traditional centralized opening has slowly lost its original advantages because of the needs of The Times, and over time, it is replaced by information sales services, which is inevitable and can be said to be a new direction of development. Internet mobile phone one-click selection is a semi-intelligent form, how does it achieve such an effect?
First, in a short time fast opening. In June 2017, Greenland International Ideal City opened online for the fifth time. It only took half an hour to inform customers, and then conducted two public tests in half an hour, each 15 minutes, and opened after the public test. It only took one hour in total to prepare. The whole mobile online opening preparation time is very short, developers only need to get a pre-sale certificate and determine an accurate opening time, then can open.
Such large green space most developers use bright source cloud guest this kind of system, before opening the most important thing is to need training to the operation of the relevant personnel to sell system, as well as to the selling system inspection to ensure the stability of a debugging, finally is within a specified time by selling system to sale of property, the whole process is very fast, Effective project opening can be carried out within the time set by the government.
While the traditional opening needs to lease space, arrange the sign-in area, waiting area, subscription area, signing area and so on, so it takes ten days and half a month, but the government policy stipulates that the pre-sale certificate must be opened within ten days after getting, therefore, the preparation efficiency of this mode is very low.
Second, enhance the customer purchase experience. In the past, real estate developers used the traditional centralized opening form, customers must arrive at the scene to buy a house, experience can not be guaranteed. For example, Shenzhen Excellence Repulse Bay used to adopt the traditional centralized opening mode, but the customers need to arrive at the scene before the opening, queue up in the waiting area and draw lots. After the drawing, they need to go to the pre-selected area to select houses and inquire about the price, and finally go to the sales office — the official sale area to complete the negotiation, payment, signing, review and other processes.
This series of processes, it will take half a day, plus can not choose their favorite room type, large probability will lead to the loss of customers. Data showed that only more than 50 sets were sold in Shenzhen Zhuoyue • Repulse Bay that day, and the removal rate was less than 1/3.
At present, most real estate companies such as Vanke, Evergrande and Greenland adopt the form of online opening, and the real estate companies input the real estate information in advance in the system for selling houses. Customers only need before the formal opening, the use of present himself a registered good account log in online to check the housing in advance, make sure you want to buy houses, on field really early morning of that day of, you can proceed to sign in on your phone, and then a key to choose room, payment process can be completed online, only needs to consult to a specified time for offline to the contract signed.
In this way, customers can choose their favorite house at home with the air conditioner blowing, eating watermelon and using their mobile phone.
In addition, the traditional centralized opening form is prone to chaos caused by too many people. In 2014, The opening of Xiangxi Water County of Power China Construction Company was popular with the public. As a result, a saleswoman fell down accidentally due to the crowd, but fortunately, the site took timely measures to avoid the stampede. Customers in this case, crowded left and right, can not choose a room not to say, but also worry about accidents at any time, although the purchase experience is poor.
Third, to save excess on-site marketing costs. As is known to all, the traditional real estate marketing spending is high, and the traditional focus on opening marketing cost is very high, need to put in the scene of the human resources, physical device, network services, etc., in order to build a site the hot atmosphere, many developers will conduct site a warm-up activity, and the field to prepare food and gifts to buy customers, the cost of this series is great.
According to relevant reports, Jinan Wanke City project has used e housing system for online opening, according to the company a senior marketing staff Mr. Meng said: “for developers, online housing can save a lot of money. Everything from site costs, materials and personnel costs, security costs, you can save anywhere from hundreds of thousands to nearly $2 million.”
And what this means is that developers choose through the Internet to the sale of apartments, offline cost to remove the network service charge all the rest can be saved, can save hundreds of thousands of opening at a time, a developer if need to open 20 times a year, so can save millions of at least a year, reducing the marketing costs a lot of unnecessary businesses, It can also achieve better results.
From this point of view, online opening can be said to be a low investment, high yield model, a mobile phone achievements buyers and developers of the “win-win”, but online opening is not mature enough, so there are many drawbacks.
Online trading model still has “rocks”
Based on the advantages of efficiency, experience and cost, online opening has become the main way for large real estate developers to open their houses. Its core value is to provide convenience for customers, thus improving the efficiency of selling houses. However, the online opening mode is not so perfect, or there are deficiencies and defects.
First, the transparency of the opening was questioned. Nowadays buy a house to spell is not wealth and vision, but spell network speed and hand speed, all operations are transparent, can open the market is really transparent? According to Qilu.com, a jinan resident surnamed Lin, a buyer of wanda City, told the reporter how she snatched the apartment. When wanda City opened at 9 a.m., Ms. Lin was glued to her computer. As soon as it opened, she slammed the page, but it got stuck, and a minute later she was sold out.
Ms. Lin thought the purchase was over, but soon a salesman contacted her, saying she had a house but wanted the full price. After the opening of Wanda City, an intermediary has a quota in the circle of friends, which can be transferred. According to an insider in the real estate industry, “Some real estates seem to have opened 600 sets, but in fact, they did not really let customers choose 600 sets. They may only choose 300 sets, and the remaining 300 sets are kept by themselves and sold in another form, such as through intermediaries or other channels to the market and sell at a higher price.”
Online opening gives real estate operation space, and some good houses are purchased or contracted by intermediaries. This situation is quite unfair for customers who want to buy houses. Although online opening is the model advocated by real estate developers, it needs to be further strengthened.
Second, personal information security is not guaranteed. Online housing grab mode has not only become the “xiangbobo” of real estate agents, but also the breeding of grey transaction chain. Now, a search on Taobao for such terms as “wechat house snatching” and “mobile phone house snatching” will result in many shops competing for houses. Most of these shops appear “nationwide unlimited area ‘one-to-one service'”, “grab a house unsuccessful, full refund” and other words.
The author randomly picked a shop on Taobao and asked the customer service, and learned that if a transaction is reached, it is necessary to provide personal ID card, mobile phone number, residential address and other personal information, and also need to sign a house snatchagreement, Party A shall not disclose any information of Party B to the outside. This agreement does not specify that Party B shall not disclose Party A’s information, so the buyer tells the customer service his personal information through the Internet, there is a risk of information leakage, personal security is easy to be not guaranteed.
To sum up, online opening is a new thing and there is no unified supervision method, so these problems arise. In this era of continuous innovation of science and technology, intelligence has permeated almost every industry, the real estate industry is no exception, so whether online opening will become intelligent?
Online opening will be implanted with intelligent genes in the future
Today, our lives are connected through the Internet, and our relationship with the digital world is becoming more and more close. More and more emerging technologies are being applied to all walks of life. Although the application of big data and AI in the real estate industry is still in an early stage. However, for real estate developers, if data management and AI technology are added to the Internet opening mode, it will undoubtedly be the icing on the cake. Yang Guoqiang, chairman of the board of Directors of Country Garden, also expressed his expectation for intelligent manufacturing in the future.
Nowadays, there are some data visualization tools on the market, such as The intelligent visualization large screen of Individual push and the big data visualization analysis platform of Inspur Treasurer. These platforms take big data analysis and artificial intelligence technology as the core, which can further promote the digitization and intelligence of enterprise management.
Although such a tool is currently only used in urban management, enterprise capital management and other aspects, has not been put into the real estate online opening mode. But if this kind of tool is applied to the online opening mode, not only can we see the distribution map of customers intuitively, but also can arrange multiple ports to grab houses after the online opening through its distribution map, so that the system will not crash or the web page will be stuck because of too much customer visits.
In addition to introducing data visualization tools, online opening can also boldly apply ARTIFICIAL intelligence robots, such as AI marketing robots. The robots used in online trading, will replace man will be a key customer information import, screening machine, the specific opening time and operation steps will be automatically passed to the customer, sales staff will need not to learn how to use the online trading system, so artificial intelligence instead of a person, will be efficiency for the enterprise to reduce cost, improve customer service experience.
All in all, whether big data or AI, the real change behind these concepts is the improvement of business efficiency by “intelligence”. It is only a matter of time before intelligent genes are implanted into online opening. If real estate enterprises want to survive better in the future intelligent mode, they must accelerate the optimization and upgrading of online opening mode through big data, artificial intelligence and other technologies.
Article/Liu Kuang public account, ID: Liukuang110