Shulou(Shulou.com)11/24 Report--

I believe everyone has had the imagination of "home", but whether it is location, environment, transportation, price …... The elements that make up an "idealist" are various and complex, and it is inevitable for property buyers to need the "assistance" of professionals.

Sister Yan is a real estate agent who is committed to helping people solve the problem of choosing a house. After more than four years of ploughing the real estate line, Sister Yan adhered to the housing recommendation principle of "choosing the right, not expensive". With the influence of fast-moving short videos and live broadcasts, she not only found her own way in the rapidly changing real estate market, but also won the support and trust of tens of thousands of fans by virtue of sincere and real "lecture room" content, and enabled more and more people to realize the idea of an "idealist".

Try the new path, "get customers" is no longer old and difficult.

Sister Yan has rich work experience. Before entering the real estate industry, she worked in a factory, worked in car sales, and ran her own clothing store. She dared to do it, and she was a tough girl.

In the second half of 2019, due to the impact of the real economy, the operation of Sister Yan's clothing store became increasingly bleak. She, who was looking for an individual to make a living, came into contact with the real estate line under the introduction of a friend. Thanks to her previous experience in car sales, Sister Yan knows that "if you want to do a good job in sales, you can't do without professional knowledge." Therefore, in the early days of her career, Sister Yan was not in a hurry to complete an order. instead, she soaked herself in the major real estate projects, learned about the relevant information about each real estate project, summed up the advantages and disadvantages of each area and the characteristics of the housing source, and went through a lot of trouble. she also really accumulated the "core" of real estate sales.

However, "A skillful housewife cannot make bricks without rice", real estate sales is after all a career that depends on performance. For Sister Yan, there is no source of customers, no matter how rich the knowledge reserve is, there is no place to display. "getting customers" has become a hurdle that she must cross.

Hand out flyers, make phone calls, post on major life services or information aggregation websites. Sister Yan tried all the ways to get customers at that time, but the results were not satisfactory. "at that time, I could contact an average of 20 or 30 customers a week, but sometimes I couldn't get one for two or three months. It was even more common for me to be hung up suddenly while chatting. Many times I wanted to give up, but I just couldn't be reconciled. I always wanted to stick to it for another day."

Sometimes, opportunities come to people inadvertently. By chance, when Sister Yan was brushing Kuaishou, she found that her peers were using short videos and live broadcasts to get customers. With the idea that "there is no harm in having one more channel to get visitors," Sister Yan signed up for a Kuaishou account called "Linyi Real Estate-Sister Yan" and began to try out a new mode of real estate information dissemination. "I didn't know what to send at that time, so I followed other real estate anchors to learn and grope for myself."

After operating in this way for a period of time, she found that people began to contact her for real estate-related information, which was undoubtedly exciting, but at the same time, she also realized that the instant interaction of short videos was limited. "you have to be live. Only by taking this step can there be greater development." Yan Jie decided to push herself.

She started her first live broadcast. Although she was well prepared before the broadcast, Sister Yan, who switched from face-to-face communication to "talking to herself" to the screen, still felt very unaccustomed. She used "quite embarrassing" to describe her live debut. "at that time, it was broadcast for two hours. there were only more than 100 people coming in, and I wouldn't interact with you. I just put the camera in front of the model room, and I didn't dare to appear on camera."

However, after taking the first step, the second step became much easier, with a continuous live broadcast for a week. "I feel that my broadcast is getting smoother and smoother. The number of people staying in the studio has increased from a dozen to more than 20 or 30, and more and more people ask questions. I also let nature take its course and began to appear in person to explain housing information for you."

Choose the right person and buy the right house.

With the gradual accumulation of live broadcast experience, more and more positive feedback is coming to Sister Yan. Only a month after the broadcast, she ushered in her first order in Kuaishou.

Sister Yan still remembers that the client was a "question activist" in the live broadcast room. "at that time, he was very interested in the house I broadcast live, because he was not from the city. So when I chatted in private, I introduced the environment and specific geographical location of the community to him again, and told him that if the location of the house was acceptable, please come and have a look." unexpectedly, the customer really came to see the room and booked it on the same day. " Before he came, he specifically asked me what documents and how much I needed to bring with me, and he came with the idea of booking a room. "

Afterwards, the customer who booked the room specially told Sister Yan, "in fact, I consulted several real estate anchors, but you gave me the first impression that you were professional and sincere, and the advantages and disadvantages of the house were clearly introduced, which made me feel very reliable and relieved."

Really explore the room, popularize the knowledge of real estate, and transmit housing information. Sister Yan began to invest more energy in Kuaishou platform to further enrich her short video content and live broadcast skills. with such persistence, Sister Yan's real estate career in Kuaishou is also gradually on the right track. about 20-50 customer clues can be collected in a single live broadcast.

Although she no longer has to worry about the source of visitors, Sister Yan still adheres to her principle of "only recommending what is right, not recommending what is expensive, and being suitable is the best" principle. In her view, whether she can use her professional knowledge to choose a suitable room for her clients is the hard standard for testing the ability of real estate anchors. " The most important thing to choose a house is to understand the customer's purchase needs, for example, his budget, his preferred geographical location, and whether the use of buying a house is improved or bought for his children. After mastering this information, I will think for others. If I were him, where the price-to-performance ratio will be higher, screen a few more sets, let customers feel on the spot, and then make the final choice. "

Sister Yan believes that once a housing transaction is completed at least several hundred thousand, so when she chooses a real estate for her clients, the most important thing is to understand the developer's background first. "otherwise, she may put all the clients' money into it. For example, for those who are interested in the short-term housing, I will first explain to him all kinds of unfavorable factors. If I can choose an existing house, I will recommend giving priority to the existing house, and really consider it for them. Customers can feel it."

Among the many clients she has served, she was impressed by a client from Pingyi, Shandong Province.

In 2021, the client contacted Sister Yan in a private message. "at that time, she was very enthusiastic and said that she agreed with the way I spoke and did things, and that she had to drive over to invite me to dinner. I was surprised at that time. I said to her, 'you can come at any time if you want to see a house. I can invite you if you want to have dinner, but there's no need to come here specially', but then she didn't evade it. She really came all the way here."

In the process of meeting and chatting, Sister Yan basically mastered the customer's purchase needs. "I chose three houses for her and wanted her to discuss with her family to see which one was more suitable." unexpectedly, the client said directly, "you can help me make a decision. I'll believe you.

The fate of the two has also continued from the original Kuaishou studio to offline life. "she is not only my client, but also my best sister. She will chat together and often mail gifts to each other." This special friendship also gives Sister Yan more motivation. "I hope to present the most authentic appearance of each property to buyers. I also hope to gain the trust of more fans, expand their influence, and help more candidates to get desirable and high-quality housing."

The order volume is the most intuitive proof of testing a real estate anchor's professional ability and service ability. Nowadays, Sister Yan can order an average of 3-5 houses a month. "even many clients told me when they showed me that it was recommended by my previous clients. Every live broadcast, fans will spontaneously brush the screen in the comment area to 'buy and sell houses. Haiyan help me promote it. Before that, there was a fan who followed me for more than two years. He has seen every work I released and assured me,' there is no hurry to buy a house yet. When I meet the right house, I will definitely come to you.

From racking his brains to finding customers every day, to now making a stable order every month, Sister Yan said bluntly: "Kuaishou has changed my life, and I am honored by the trust given by my fans."

Go to many directions, the industry is rejuvenated.

On the Kuaishou platform, the demand for a large number of house purchase services has precipitated here, and countless Kuaishou real estate anchors like Sister Yan have obtained a large number of home buyers and sales clues here, thus forming a lot of transactions.

In 2022, Kuaishou Real Estate Business Center was officially established, launching a new brand of "idealist" real estate business, creating a new real estate economic model of "real estate anchors promoting new house transactions", and the bottom-up "real demand" of hundreds of millions of platform buyers, making real estate agents "online" a new trend.

Sister Yan also has a deep feeling. In her view, compared with the traditional offline marketing, people who own a house online are more efficient. Through the connection of Kuaishou, the match between "people" and "houses" can be made more accurate. "before, I used to find customers through various channels, but now, customers take the initiative to contact me with the demand for buying a house, and they can't call me every night after the live broadcast." not only the logical link has completely changed. The transaction efficiency has been improved more than a little bit. "all my clients and orders now come from Kuaishou."

At the same time, Sister Yan is also aware of the importance that the real estate market attaches to "live broadcast with a house". The most intuitive thing is the change in developers' attitude towards real estate anchors. More and more developers realize that real estate anchors are different from traditional intermediaries. "We have fans and influence behind us, and more customer clues mean a good chance of closing a deal, and some developers and real estate developers will invite us to broadcast live and send works. It will also give us group purchase prices, and even give anchors fans some exclusive discounts on household appliances according to the number of likes and views of the anchors.

In her view, this is a good thing of "going to many directions". "fans have given us the strength to negotiate prices with developers, and developers have gained more orders. As middlemen, we expand our influence at the same time. It also brings fans more cost-effective housing, as well as the latest real estate knowledge and real estate information, and buyers are also able to find more suitable idealists."

What is more worth mentioning is the strong support of Kuaishou platform in terms of trading tools, marketing activities, housing cooperation, anchor skills training and so on. It also virtually promotes the realization of closed-loop services from connecting customers, clue precipitation, merchant transformation, transaction sub-commission full-link customer conversion services, forming a strong "house-watching atmosphere" in the station, and more and more traditional real estate agents also see business opportunities. And have joined the tide of "becoming a real estate anchor" one after another.

To this end, Kuaishou idealists also specially launched a running program to provide "nanny-like" services to excellent cooperative institutions through customized training programs, official operation residency, professional content guidance, star anchor support and other measures. help organizations to get Kuaishou excellent real estate creators and new media operation team within 35 days, and also help brokers like Sister Yan to become professional real estate anchors.

Take Sister Yan's real estate store as an example, "at that time, I was one of the first agents to try to own a house, and now my colleagues have also seen the effect of live video streaming, and have begun to try one after another."

With the help of live video streaming, Sister Yan's account fans are increasing, and customers are retaining more and more money. She also plans to set up a "mutual support group" within the company. "after all, a person's energy is limited. For example, I can only bring up to three groups of customers a day, so we can share customer resources, further refine the service links, and let customers enjoy a more high-quality housing purchase experience together." With the original intention of "only choosing a good house", Sister Yan is also looking forward to going farther and more solidly on the road of real estate.

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