CN112633943A - Method for real estate oriented marketing - Google Patents
Method for real estate oriented marketing Download PDFInfo
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- CN112633943A CN112633943A CN202011637341.1A CN202011637341A CN112633943A CN 112633943 A CN112633943 A CN 112633943A CN 202011637341 A CN202011637341 A CN 202011637341A CN 112633943 A CN112633943 A CN 112633943A
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Abstract
本发明公开了一种房地产定向营销的方法，通过将线下需求问卷信息、来源渠道、客户信息与微信公众号上的客户线上信息进行整合，分析客户访问深度与客户信息中的性别和年龄、来源渠道、需求问卷信息各特征间的第一关联度；根据第一关联度信息分析出不同房产与用户需求的权重关系，最后根据权重关系对不同客户定期推送推荐房产信息；客户收到推荐房产信息后，根据用户访问情况，会收集客户是否点击预览、点击预览时间、点击预览次数、停留页面的访问情况信息，更新第一关联度信息分析出不同房产与客户需求的权重关系；对不同房产的信息分级完成信息分类，统计对应级别下的客户信息和权重关系，对统计的客户进行定向营销。
The invention discloses a real estate directional marketing method. By integrating offline demand questionnaire information, source channels, customer information and customer online information on WeChat public accounts, the depth of customer access and the gender and age in customer information are analyzed. , source channels, the first correlation degree between the characteristics of the demand questionnaire information; according to the first correlation degree information, the weight relationship between different real estate and user needs is analyzed, and finally, according to the weight relationship, the recommended real estate information is regularly pushed to different customers; the customer receives the recommendation After the real estate information, according to the user's access situation, it will collect whether the customer clicks to preview, click the preview time, the number of clicks to preview, and the visit status of the page, and update the first correlation information to analyze the weight relationship between different properties and customer needs; The information classification of the real estate completes the information classification, counts the customer information and weight relationship under the corresponding level, and conducts targeted marketing to the statistical customers.
Description
Technical Field
The invention relates to the technical field of real estate, in particular to a directional marketing method for real estate.
Background
Traditional real estate marketing carries out client screening through methods such as market research and store-to-store consultation, but the method is a passive posterior screening method and is not beneficial to obtaining target clients more pertinently and carrying out marketing on the target clients.
Disclosure of Invention
Aiming at the defects in the prior art, the invention aims to provide a method for real estate oriented marketing.
The technical purpose of the invention is realized by the following technical scheme:
a method of real estate targeted marketing, the method comprising:
integrating offline demand questionnaire information, source channels and customer information with online customer information on a WeChat public number, and analyzing first association between the customer access depth and characteristics of gender and age, the source channels and the demand questionnaire information in the customer information;
analyzing the weight relation between different properties and the user requirements according to the first association degree information, and finally, regularly pushing recommended property information to different customers according to the weight relation;
after receiving the recommended property information, the client collects the information about whether the client clicks preview, the time of clicking preview, the times of clicking preview and the access condition of staying pages according to the access condition of the user, and updates the first association information to analyze the weight relationship between different properties and the requirements of the client;
and classifying the information of different properties, counting the relation between the client information and the weight at the corresponding level, and performing directional marketing on the counted clients.
Further preferably, the method further comprises:
and regularly pushing the on-line requirement questionnaire to the client, checking the matching degree with the existing on-line requirement questionnaire information after the user completes the filling of the on-line requirement questionnaire, and updating the client information by taking the new questionnaire information as the standard.
More preferably, the characteristic points of the requirement questionnaire include information of source channel, gender, age group, buying room requirement, cell matching and peripheral matching, and second-stage information of the user is acquired.
Further preferably, the method further comprises:
classifying the selling prices and the house information of different properties in a grading way;
different feature points of the requirement questionnaire are endowed with weights representing different importance degrees, and under the final classification, the weights of the different feature points are added to represent influence factors of jump among different levels or fluctuation among different levels.
In summary, compared with the prior art, the beneficial effects of the invention are as follows: analyzing a first association degree between the access depth of a client and each characteristic of gender, age, source channel and requirement questionnaire information in the client information by integrating and analyzing data of a WeChat public number end, pushing the property information with high association degree, and determining the real interest degree of the client on the property information under a specific category according to the pushed access condition; and the analyzed data is classified in a grading way, so that the real requirements of the clients in different classes are displayed more intuitively, meanwhile, weights of different characteristic points are added to express influence factors of jump among different classes or up-and-down fluctuation among different classes, and marketing personnel can more accurately promote the clients.
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The above and other objects, features and advantages of exemplary embodiments of the present invention will become readily apparent from the following detailed description read in conjunction with the accompanying drawings. Several embodiments of the invention are illustrated by way of example, and not by way of limitation, in the figures of the accompanying drawings and in which:
fig. 1 is a schematic structural diagram of the embodiment.
Detailed Description
The principles and spirit of the present invention will be described with reference to a number of exemplary embodiments. It is understood that these embodiments are given solely for the purpose of enabling those skilled in the art to better understand and to practice the invention, and are not intended to limit the scope of the invention in any way. Rather, these embodiments are provided so that this disclosure will be thorough and complete, and will fully convey the scope of the disclosure to those skilled in the art. Reference in the specification to "an embodiment" or "an implementation" may mean either one embodiment or one implementation or some instances of embodiments or implementations.
As will be appreciated by one skilled in the art, embodiments of the present invention may be embodied as a system, apparatus, device, method, or computer program product. Accordingly, the present disclosure may be embodied in the form of: entirely hardware, entirely software (including firmware, resident software, micro-code, etc.), or a combination of hardware and software.
According to an embodiment of the invention, a method for real estate targeted marketing is provided.
It is to be noted that any number of elements in the figures are provided by way of example and not limitation, and any nomenclature is used for distinction only and not in any limiting sense.
Technical terms involved in the present invention will be briefly described below so that the related person can better understand the present solution.
A method of real estate targeted marketing, as shown with reference to fig. 1, the method comprising:
step 1, integrating offline required questionnaire information, source channels and customer information with online customer information on a WeChat public number, and analyzing first association between the customer access depth and characteristics of gender and age, the source channels and the required questionnaire information in the customer information;
the source channel can be divided into requirements questionnaires under the conventional channel line such as natural attention, business consultant guidance, building promotion, activity promotion and the like, different feature points can be set according to the characteristics of each building, the most basic information comprises source channels, gender, age groups, house buying requirements, cell matching, periphery matching and the like, and each feature information is endowed with different weight coefficients in subsequent processing, namely the importance degree of an analysis result is influenced.
The characteristic points of the requirement questionnaire comprise information of source channel, gender, age bracket, buying room requirement, cell matching and periphery matching, and second stage information of the user is obtained.
Meanwhile, the client can be expected to push the on-line requirement questionnaire regularly, after the user finishes filling the on-line requirement questionnaire, the matching degree with the existing on-line requirement questionnaire information is checked, and the client information is updated by taking the new questionnaire information as the standard.
And 2, analyzing the weight relation between different properties and the user requirements according to the first association degree information, and finally, regularly pushing recommended property information to different customers according to the weight relation.
Step 3, after receiving the recommended property information, the client collects the information about whether the client clicks preview, the time for clicking preview, the times for clicking preview and the access condition of staying pages according to the access condition of the user, and updates the first association information to analyze the weight relationship between different properties and the requirements of the client;
and 4, grading the information of different properties to complete information classification, counting the client information and the weight relation under the corresponding grade, and performing directional marketing on the counted clients.
More preferably, the characteristic points of the requirement questionnaire include information of source channel, gender, age group, buying room requirement, cell matching and peripheral matching, and second-stage information of the user is acquired.
Further preferably, the method further comprises:
classifying the selling prices and the house information of different properties in a grading way;
different feature points of the requirement questionnaire are endowed with weights representing different importance degrees, and under the final classification, the weights of the different feature points are added to represent influence factors of jump among different levels or fluctuation among different levels.
The above description is intended to be illustrative of the present invention and not to limit the scope of the invention, which is defined by the claims appended hereto.
Claims (4)
1. A method of real estate targeted marketing, the method comprising:
integrating offline demand questionnaire information, source channels and customer information with online customer information on a WeChat public number, and analyzing first association between the customer access depth and characteristics of gender and age, the source channels and the demand questionnaire information in the customer information;
analyzing the weight relation between different properties and the user requirements according to the first association degree information, and finally, regularly pushing recommended property information to different customers according to the weight relation;
after receiving the recommended property information, the client collects the information about whether the client clicks preview, the time of clicking preview, the times of clicking preview and the access condition of staying pages according to the access condition of the user, and updates the first association information to analyze the weight relationship between different properties and the requirements of the client;
and classifying the information of different properties, counting the relation between the client information and the weight at the corresponding level, and performing directional marketing on the counted clients.
2. The method of real estate targeted marketing of claim 1, further comprising:
and regularly pushing the on-line requirement questionnaire to the client, checking the matching degree with the existing on-line requirement questionnaire information after the user completes the filling of the on-line requirement questionnaire, and updating the client information by taking the new questionnaire information as the standard.
3. The method of claim 1, wherein the characteristic points of the demand questionnaire comprise source channel, gender, age group, buying room demand, cell matching, and surrounding matching information, and second stage information of the user is obtained.
4. The method of real estate targeted marketing of claim 3, further comprising:
classifying the selling prices and the house information of different properties in a grading way;
different feature points of the requirement questionnaire are endowed with weights representing different importance degrees, and under the final classification, the weights of the different feature points are added to represent influence factors of jump among different levels or fluctuation among different levels.
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| Application Number | Priority Date | Filing Date | Title |
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| CN202011637341.1A CN112633943A (en) | 2020-12-31 | 2020-12-31 | Method for real estate oriented marketing |
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| CN202011637341.1A CN112633943A (en) | 2020-12-31 | 2020-12-31 | Method for real estate oriented marketing |
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Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN114254195A (en) * | 2021-12-20 | 2022-03-29 | 金螳螂家装电子商务（苏州）有限公司 | Cell data integration management system and method for home decoration industry |
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| CN109345319A (en) * | 2018-10-31 | 2019-02-15 | 深圳市元征科技股份有限公司 | A kind of house intelligent recommendation method, apparatus, equipment and storage medium |
| CN109783726A (en) * | 2018-12-21 | 2019-05-21 | 深圳市戴德梁行土地房地产评估有限公司 | A kind of real estate big data computation processing method and its system |
| CN110570219A (en) * | 2018-06-06 | 2019-12-13 | 成都美吉房地产营销策划有限公司 | method for discriminating client house purchasing requirements |
| CN111414542A (en) * | 2020-03-20 | 2020-07-14 | 重庆锐云科技有限公司 | Real estate customer group identification and marketing method |
-
2020
- 2020-12-31 CN CN202011637341.1A patent/CN112633943A/en active Pending
Patent Citations (5)
| Publication number | Priority date | Publication date | Assignee | Title |
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| CN106817384A (en) * | 2015-11-27 | 2017-06-09 | 亿阳信通股份有限公司 | A kind of analysis method and system that behavior is accessed based on user's telecommunications |
| CN110570219A (en) * | 2018-06-06 | 2019-12-13 | 成都美吉房地产营销策划有限公司 | method for discriminating client house purchasing requirements |
| CN109345319A (en) * | 2018-10-31 | 2019-02-15 | 深圳市元征科技股份有限公司 | A kind of house intelligent recommendation method, apparatus, equipment and storage medium |
| CN109783726A (en) * | 2018-12-21 | 2019-05-21 | 深圳市戴德梁行土地房地产评估有限公司 | A kind of real estate big data computation processing method and its system |
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| CN114254195A (en) * | 2021-12-20 | 2022-03-29 | 金螳螂家装电子商务（苏州）有限公司 | Cell data integration management system and method for home decoration industry |
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Application publication date: 20210409 |