The slowdown of the Chinese’s economy has consequent impact on luxury real estate field. There are two main figures that is painting the present landscape of Chinese’s situation.
The first thing, according to recent reports from Knight Franck Prime cities forecast, the growth’s price of these luxury real estate might slow down in 2016, dropped from 3% in 2015 to 1.7% in 2016. The second thing, the growth price of luxury property might decreased from 10% in 2015 to 4% in 2016. Due to crisis in China, there is a huge phenomenon of “ghost cities”, about 20% of real estate are empty in China.
In this kind of atmosphere, one question remain, how can you promote you real estate company among this fierce competition? Here we will share with you some ideas and solutions.
1) Good image
When you are talking about real estate, you are talking about image. Depending on this, you are defining your brand awareness, your business and if you will be able to attract potential customers or not. The idea is to make your audience dreaming but not by giving them a too fake or pre-made idea. You have to give a compromise between both of them.
2) Work on trust – E-reputation
You are coming to the point to purchase your future dreaming house, which is not clothes, food or beverages. Indeed, trust is one of the key element especially in this kind of sector. We have already seen it in tourism sector, before any purchase, Chinese people like to do some researches and find some feedbacks by comparing one website to another.
There are some main real estate website that are the most famous in China such as Ganji, 58.com and Jiayuan.com. Those 3 websites are the most common and used ones in China.
Soufun can be defined as the outstanding website with a new idea for online real estate. This website is allowing each member user to share online information about their own properties such as the architecture, furnishings and more information for each property. This is a big change for Chinese market, where there is not a real transparency. Above all regarding real estate that is really personal and intimate thing.
3) Get leads online
Digital marketing process was not really developed in China in real estate sector but it is on the way to become more and more developed. All the real estate field in China is starting to get familiar with digital era.
How Real Estate Company can attract their potential customer’s target? Maybe you have already seen in China bunch of flyers for new real estate construction, even if this marketing trend is still working, real estate in China tends to be more and more digital. There are 3 mains ideas:
– SEO optimization: Care about the habits of your customers. When Chinese people go through Internet to search for potential real estate company, they will focus on some local term keywords. The idea is to structure your local SEO that is matching with the leads. You have to care about your competitor’s position on some keywords and be more tactical.(Baidu is the search Engine that most chinese will used)
– Retargeting banners: working the same way for tourism. Those kind of banners are suiting perfectly for a real estate company, you can easily catch your audience with a nice picture and an attracting price that it’s fitting the size of a banner.
– Get your leads take actions: If you have success to lead them on your website, you have to make them stay and take their phone to call you for a visit. You have to consider some extra details: acting as an expert in your field area, Chinese people have trust on people who know what they are talking about, you have to become a trustful resource for them. If they are interesting, be efficient in the process and get the opportunity to target them with personalized communication.
4) Good customer services
When you are a real estate company, you will have to take care about your customer services. You have to make your communication with your customer going in the right way and especially in China because the “Guanxi” is really important for Chinese people, keeping good relations is leading to good business too. Show them that you are always here for them if they have any questions and make sure that your process is going on the right way at every stage. Take care about your customers by anticipating their needs and interests.
In China, they all use Wechat to contact, even if it’s not the official way to communicate like in the western part with emails, in china using Wechat is a way to interact easier with your customer if they need any help. Even when you will conclude the deal with your Chinese customer, it is better to keep in touch with them.
You want more information , you have a project and want to develop your Business with Chinese consumer… contact our Agency and ask for more information.