For housing enterprises, although the number of opening is increasing, the customer market is fixed, that is, the number of people who need to buy a house has not changed much. When developers are affected by the epidemic and their marketing budget shrinks, they can reach buyers more accurately, influence TA, and impress TA, so that they can spend all their money on the cutting edge, instead of just covering their eyes and talking to themselves.

Therefore, effective marketing simply means "talking to the right person", but what needs to be done behind it is not simple.

The premise of finding the right person is that the real estate needs to have a clear self-positioning, and every developer has basically done this part of the work. Taking Zhangjiakou as an example, positioning the buildings around Beijing: the Winter Olympics, the integration of Beijing, Tianjin and Hebei, and the construction of two capital regions … these are the key words of Zhangjiakou's development in recent years. After the opening of the Beijing-Zhangjia high-speed railway at the end of 20 19, Zhangjiakou officially entered the "1 hour life circle" around Beijing, and the popularity of buildings around Beijing such as Xiahuayuan, Huailai and Chongli increased all the way. The buyers they need to contact are mostly concentrated in the first suite crowd, investors and the elderly who can't buy a house in Beijing and choose to continue working in Beijing. This is the target group positioning of real estate positioning.

The target group has been set, and the next task is to find them. Each group has its own behavioral characteristics. Internet not only helps us to label them, but also is an effective way for us to reach the target group. For example, the age of the first suite can be locked at 25-35 years old. Recently, people who are interested in wedding photography, decoration and honeymoon travel, in addition to paying attention to the real estate information around Beijing and visiting the sales center offline, have a higher intention to buy a house in the near future, which deserves the developer's "attention" to them. The most direct and effective way is to actively push your property to the target users through advertising marketing, so that TA can see you, understand you and even like you.

In the current major Internet marketing platforms, Baidu's "search+information flow" dual engines are used to achieve efficient marketing. To put it simply, when users see the promotion information of your property and want to know more, they will naturally ask Baidu, "How about a property?" At this point, the layout of your own information in Baidu search can be collected in time to users who come to search, to avoid losing or even being cut off by the property next door, and to further complete the marketing closed loop.