5G and blockchain new infrastructure, ELAB is constantly deepening the exploration and practice of Internet real estate. In January 2019, ELAB officially launched its first digital marketing product for the new housing market - Damai SAAS. After three iterations, Barley SAAS has been upgraded to version 3.0 at the beginning of 2020.
It is reported that the SAAS4.0 version of barley marked by the launch of the demand center is under development and will be officially launched in mid-2020.
At the beginning of 2020, the new crown epidemic hit normal production and market sales in various industries. In an extremely complex market environment, ELAB uses the Barley SAAS3.0 system to collaborate with many brand real estate companies and hundreds of projects on sale to achieve exciting results in the digital marketing of new houses.
1 Damai SAAS uses the "C-based" to form the logic of differentiated product design
Five years ago, Cai Xuemei founded ELAB, and used real estate Internet technology as the entrepreneurial entrance to begin innovative exploration and application practice of the deep integration of Internet technology and real estate in the fields of development, operation, products and marketing.
In the context of the new infrastructure era, digital transformation and development have become the new normal, and the online digital marketing ecosystem is entering the transformation of marketing efficiency and marketing scenarios that open up virtual data and real performance growth. Using digital technology to connect people, products, scenarios and values is the ultimate competition of the marketing efficiency revolution.
Cloud computing has become an inclusive productivity in various industries. The ability to obtain C-end traffic and the creative output of technology investment into the industry are indispensable. Whether online or offline, all marketing closed-loop values will eventually show the growth of real transactions on the C-end.
With digital translation of online demands of C-end users (i.e. home buyers) as their core capabilities, Damai SAAS is a digital marketing product developed by ELAB for new home sales. Damai has been upgraded to the SAAS1.0 version of the single project integrating the front-end customer acquisition system and data center system, and Damai SAAS2.0 version of the group's marketing digital hub system. It has been upgraded to the cross-platform and full network traffic engine online marketing closed-loop SAAS3.0 version. Based on the characteristics of bringing real online transactions, Barley 3.0 is being widely used by brand real estate companies.
2 Damai SAAS "Technology + Real Estate" dual-core driver presents six major operating characteristics
The launch of Damai SAAS system will reconstruct Chinese real estate developers' new understanding of the development trend of real estate digital marketing, and will bring new understanding of the industry's future competitive elements and professional evaluation elements of real estate digital marketing enterprise services.
The product differences and advantages of the Damai SAAS system are derived from the dual CPU super central role formed by the deep combination of digital technology and real estate market logic.
Real estate sales show three characteristics: low frequency, high amount, and non-standard, and have completely different purchasing decisions and marketing logic from other consumer fields or e-commerce. In digital marketing, two-way driving of industrial logic and market logic is needed, and the deep combination of professional real estate marketing and digital technology is needed.
ELAB Damai SAAS is driven by "industry + technology" dual CPUs, directly facing the expansion and increment of C-end, connecting the focus of technology and market demand scenarios, compatible with B-end, media end, e-commerce platform, and information flow platform, and becoming a technical community that can realize industrial platform chain connection. The C-end product design logic + the dual CPU operation logic of technology and real estate has formed the five most significant features of the ELAB SAAS system operation method and core technology.
To C data intelligence: massive user data is translated into demand and deciphered into transaction passwords; intelligent customer care system and online automatic customer operation, based on a large amount of real customer online behavior data combined with barley's unique marketing tag dictionary and algorithm , it is output to various users, which integrates data collection and analysis, AI diagnosis, and solutions, which can effectively guide the next action and promote the true generation of results.
compatibility platform paradigm: customer traffic cross-platform, cross-platform infrastructure across the entire network, passports between platforms, Damai SaaS breaks down technical barriers, and realizes the "traffic traffic" of multiple network platforms such as Baidu, WeChat, Toutiao, , Douyin, , etc. to amplify the customer acquisition effect. Compared with offline customer acquisition time and space costs and products, they can reach customers more wide and faster.
Online marketing scenario evolution: evolved from tool-based online marketing to direct operation of consumers, targeting online clues to home buyers, providing C with various personalized online product interactive experiences, thereby obtaining sustainable customer stickiness and in-depth reach, directly empowering the project sales end, and helping the project achieve efficient transactions.
Marketing Technology Community: is compatible with integrated data middle platform of B-end, media end, e-commerce platform, information flow platform, traffic algorithm of traffic diversion and link system and key decision information, becoming the "digital center" in marketing strategy.
3 Adapt to multi-level online applications, greatly improving the management efficiency of B-end marketing system
Real estate enterprise group marketing, regional marketing, and project marketing multi-level marketing parallel. Damai SAAS's super central accumulation of traffic potential energy, and intelligent management and marketing growth decisions are equally important. It is suitable for group marketing strategy officers and even first-line property consultants.
marketing end: helps real estate companies to acquire customers for free, convert and sell efficiently, amplify the application efficiency of marketing resources, and thus significantly change the transaction structure;
management end: achieves refined marketing management through digitalization, that is, digital marketing management, visual customer management, transparent channel management, and traceable fee efficiency management.
data side: realizes the privatization deployment of enterprise data, purifies public domain traffic, and realizes private domain traffic operation.
demand side: multi-dimensional and in-depth customer demand hot data, providing decision-making basis for enterprise development business.
小天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天� The efficient and continuous transaction conversion of C-end housing purchase demand is the source of high turnover for large-scale real estate companies. Only open source digital marketing technology can meet scale growth.
faces the constraints of insufficient supply on the C-end, as well as the essential marketing pain points of real online transactions on the C-end, ELAB Damai SAAS system is committed to the C-end marketing growth services in the new housing market.
industry concentration has been further strengthened, the high turnover model needs to match efficient marketing sales, and a strong and continuous C-end customer source growth. Strong private domain traffic and online customer source replenishment capabilities of real estate companies are feasible paths to avoid the risks of performance growth.
is different from other digital marketing SAAS focusing on digital marketing management. In terms of the underlying technical functions of real estate companies' digital marketing strategy management, ELAB Damai SAAS starts from transactions, with C-end transaction orientation as the core logic of the product, and uses Damai SAAS's strong central system's translation function for housing purchase needs to be used on the core links of digital marketing such as online customer acquisition, fission, and conversion.
Performance increase comes from the C-end, and the supply capacity of C-end is the source of the performance growth gap for real estate companies in homogeneous competition. It has been a consensus among pioneer real estate companies to improve the accuracy and activity of C-end users in the marketing strategy ecosystem. Cai Xuemei, founder of
ELAB, has been engaged in real estate marketing for many years. She is well versed in the decision-making logic of C-end home buyers. She has turned systematic marketing professional experience into the technical language of digital marketing products, and formed a powerful and accurate C-end online customer acquisition ability. This is not only the most significant core advantage of Damai SAAS, but also the core difference between Damai SAAS and other online digital marketing products.
Wu Damai SAAS front-end mini program can create a "thousand people and thousands of faces" user experience
open source platform to meet the growth of scale performance. Marketing tools can connect to any platform or software's peaceful and open ecosystem, and continuously reach customers' efficient transformation, and are the source of performance for large-scale real estate companies to make high turnover.The online differentiated experience of product strength and brand strength by
C-end home buyers is the basic prerequisite for online marketing to achieve brand premium and product premium. From January to April, real estate companies' online marketing mini programs/APPs were launched in a concentrated manner, while Damai front-end mini programs were particularly eye-catching and attracted countless fans due to their highly differentiated characteristics such as the brand sense of the interface, the sense of interactive service, and the personalization of style.
style personalization: "Thousands of People and Thousands of Faces" shows marketing scenarios that conform to the decision-making logic of various C-end property purchases, automatically output and distribute high-intentioned customers to projects, and promote offline conversion.
highly customized: transaction orientation, starting from transactions and taking real C-end experience as the basis, customizing front-end mini programs that meet the marketing strategy demands of real estate companies and brand culture characteristics.
interface branding: brand power and product power are concrete, knowable and sensible, forming strong price support and achieving high online premium; highlight supporting facilities, flagship apartments, personalized model rooms and other selling points stand out, connecting customers and case sites with one click.
Interactive service sense: is based on advanced algorithms, and translates C-end user behavior and needs into demand data at different levels of the enterprise. At the same time, it provides the C-end with a sense of experience, interaction and service to the property decision-making atmosphere.
Land Damai SAAS has created a traceable and transaction-friendly online marketing closed loop
Damai SAAS has formed an online marketing closed loop that promotes efficient conversion and completes real transactions through traffic guidance, information intensive reading, data actuarialization, customer source improvement, network big data research, user behavior translation, and house purchase demand accuracy.
Find C, link C: carefully study the big data of the entire network. Users' behaviors and information on other platforms are carefully read and translated into key home purchase clues such as payment ability, family structure, age group, gender characteristics, selection preferences, and space needs, so as to achieve the shortest online and fastest acquisition of accurate customer sources.
Understand customers and marketing: user information and behaviors are actuarially and translated into explicit housing purchase needs such as space, supporting facilities, and apartment types, and are directly distributed to adapted projects. Market logic dataization solves the real property purchase demand that cannot be detected by traditional questionnaires, and the connection between demand and supply is more accurate and efficient.
For example, a user has positioned a property on sale in a certain area through the navigation APP. The departure and return period are the time of staying for the project. Whether the user is looking at houses in the same area or other areas, property type, price segment, house types on sale in the property, and stay time and frequency of house viewing in different properties can all be carefully studied and translated into relatively obvious housing purchase needs.
Conclusion
Technology empowers real estate to create more possibilities, and the "technology + real estate" Internet real estate thinking means the complete reconstruction and absolute evolution of the genes of digital marketing products.
ELAB uses the new Internet real estate logic to build a dual-dimensional and dual-core intelligent brain that understands both marketing and the Internet, and understands both C and B. "Strong monetization and real deal" is the guiding result of Damai SAAS' direct contact to reach the core and pain points of digital marketing.
is marked by the launch of the demand center, and ELAB barley SAAS4.0 will be launched soon. In the new world where new infrastructure brings fundamental changes in real estate marketing, people, goods, places and values will present a new marketing scenario with complete online and offline linkage, and the nuclear change effect of digital marketing will be more fully released and verified.
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