Kuaishou anchor “Red Flag Talking about Housing” has only been in the real estate industry for just three years, and today he is already a famous “real estate anchor brother” in Cangzhou, Hebei.

Before becoming a real estate anchor, Hongqi, who lost a lot of money because of his failure to start a business, had been decadent at home for a while. In March 2019, aware of the opportunity of Kuaishou live broadcast to sell houses, on the first day of joining the agency, Hongqi used Kuaishou to pat the second-hand housing resources in his hands, and many customers consulted him that day. Within a month of joining the company, Hongqi, who is still a “real estate novice”, has completed more than ten orders.

With sincerity and perseverance day after day, Hongqi has gradually accumulated the trust of users. With the increase in strength, Hongqi realized that more forces needed to be gathered. In October 2021, Hongqi formed a team of 300 anchors in Cangzhou, which allowed him to win the qualifications of the first-level distributors of many real estate in Cangzhou. In the next six months, Hongqi led the team to achieve a real estate sales contract value of 750 million yuan.

Today, more and more “red flags” are emerging in Kuaishou. Driven by real estate anchors, the consumption scale of Kuaishou’s real estate content has risen rapidly in the past two years. According to the official data disclosed by Kuaishou, in April this year, the number of Kuaishou real estate short video views and live broadcast viewing time increased by 145.4% and 42.4% respectively compared with the same period in 2020. In the past year alone, the Kuaishou platform has added more than 15 million real estate short videos and more than 3 million new real estate live broadcasts.

There are two main factors behind the rapid growth of real estate content and transaction scale on the Kuaishou platform:

On the one hand, the Kuaishou platform has accumulated a lot of demand for home purchase services. Kuaishou has nearly 600 million monthly active users, and more than 150 million potential users with housing needs have accumulated on the platform, and more than 80% of these users are located in cities below the second tier where the coverage of traditional intermediaries is weak, and there are a large number of unmet needs for housing services. .

On the other hand, in the past two years, Kuaishou has also been exploring the pain points of real estate transactions, consciously promoting and promoting the development of real estate transactions in the ecosystem. Recently, Liu Xiao, vice president of Kuaishou and head of Kuaishou’s real estate business, said at an event that the main reason for Kuaishou’s involvement in the real estate business is that real estate, as a bulk consumer product, needs to be served.

“The basic logic of Kuaishou is called ‘service providers’, and service providers refer to real estate anchors who are active on Kuaishou this year. They are the ones who take users to really choose a house to see a house and finally pay the subscription fee to buy a house. The choice has a great influence.” Liu Xiao emphasized that each anchor has its own brand, the efficiency of live broadcast is higher, and the decision-making cost of users can be reduced when consumption decisions are constantly moving forward.

01 Kuaishou ideal home and 150 million “old iron” to buy a house

At the end of July, at the Kuaishou 2022 Creators Conference, Ji Xinjun, the head of Kuaishou Idealist, shared the history of Kuaishou’s development in the real estate field.

Kuaishou began to explore the real estate field in 2019, and set up a real estate and home furnishing category at the end of the year, integrating the three aspects of buying a house, decoration and decoration on the platform. In January of the following year, the newly established real estate and home furnishing department applied for the establishment of Kuaishou Ideal Home IP, which means to help Kuaishou fans to one-stop viewing, buying, renovating and decorating houses in Kuaishou, so as to live and work in peace and contentment, and build around the consumption scene of home. More content ecology.

After the establishment of Kuaishou Ideal Home, the team quickly discovered that most of the anchors in the real estate and home furnishing field are practitioners and have strong commercial attributes. Therefore, in October 2020, Kuaishou Ideal Home launched commercialization projects in three directions, namely, a house inspection group in the direction of real estate, a home improvement alliance in the direction of home improvement, and a Kuaishou partner in the direction of home furnishing. Multiple turnaround possibilities.

After more than a year of exploration, in October 2021, Kuaishou Ideal Home began to focus on real estate, taking Cangzhou, Changchun, and Tianjin as pilots to explore the closed-loop business of real estate transactions on the platform. In the next four months, Kuaishou Ideal Home gradually developed a new real estate transaction model based on Kuaishou ecology. This has also strengthened the confidence of the Ideal Home team, and since February this year, it has focused on the direction of real estate and is committed to fully empowering partners.

Regarding how Kuaishou Ideal Home empowers real estate anchors, Ji Xinjun said: First, Kuaishou Ideal Home will access more high-quality developers and provide anchors with higher and better commission support to help anchors increase sales; Provide more operational guidance and empowerment for one-to-one operations to anchors, and at the same time, provide more live broadcast rights to contract anchors, as well as lead tools for live broadcasts, improving the efficiency of anchors in obtaining sales leads.

In addition, there is also the support of traffic. Kuaishou Ideal Home will continue to empower anchors and make each anchor a super IP in each region. This is what Kuaishou Ideal Home will always do in the future. “We hope that through the empowerment of tools, traffic, and training, we can enable our anchors to gain fame and fortune in Kuaishou,” he concluded.

As a part of tool empowerment, at this creator conference, Kuaishou Ideal Home also announced for the first time an online system for the entire process of anchor operations. As shown in the figure above, Kuaishou Ideal Home has opened up the entire online process from content distribution, content consumption, to sales lead acquisition, reporting, transaction, and commission settlement.

Anyone who has experience in buying a house must know that the transaction chain of real estate is very complicated, there are many links in the middle, and there are countless “pits” in it. Ji Xinjun said that Kuaishou Ideal Home will productize the entire real estate transaction chain, which not only empowers anchors to work online more efficiently, but also increases the standardization of the entire real estate business.

02 Compared with traditional intermediaries, what are the advantages of real estate anchors

Today, many people still have difficulty understanding the meaning of the existence of real estate anchors – in their opinion, it is not for buying food and clothing. How can a major life event like buying a house be made such a hasty decision online.

This is actually a misunderstanding of the work of real estate anchors. The live streaming that has become accustomed today is essentially to stimulate people’s impulse consumption. This model is more suitable for fast-moving consumer goods with lower unit price, while the decision-making chain of home buyers is longer, and their consumption behavior is more planned and more. reason.

The job of the real estate anchor is not to make buyers buy a house impulsively through a “scream”, but to answer questions and doubts for Kuaishou users who have the idea of ​​buying a house in short videos and live broadcasts, and help them understand the necessary knowledge of buying a house. And build trust in the process. When the user understands the necessary knowledge and makes up his mind to buy a house, he will find the anchor to cooperate based on trust, and complete the closed-loop transaction of viewing and buying a house in the shortest time.

Ji Xinjun gave a case of a user buying a house in his speech. As shown in the picture above, this user registered Kuaishou in June 2019. At the end of 2021, he watched the live broadcast of the real estate anchor for the first time, and followed the anchor “Ze Ge Yanxuanfang”. After following, there are 22 days to watch the live broadcast of the anchor, and the average viewing time is 31 minutes. Two months later, the user contacted the anchor to express his willingness to buy a house (submit clues online), and made an appointment to see the house offline on February 22, and the deal was sold on the same day.

Compared with traditional offline intermediaries, the effectiveness of real estate anchors has been significantly improved. Take the anchor Tianjin Louwang as an example. As an offline broker in 2019, he made five orders in a year, which is already a good real estate sales. But in 2021, Tianjin Louwang achieved 100 orders in Kuaishou through short videos and live broadcasts. Everything was done by him and an assistant, and the human efficiency was 15 times that of the past.

According to Tianjin Louwang, when I was an offline broker, I used to go around the community with flyers to post flyers every day. It took almost 6,000 copies to get a deal, and I was chased by security guards. However, in Kuaishou, one live broadcast and two live broadcasts sold one order. In the past, one order cost 7,000 yuan, but now it costs less than 100 yuan, so now the marketing cost is 1/70 of the past.

All this is not accidental. Compared with the traditional real estate agency model, real estate anchors who use short videos and live broadcasts have four advantages:

First, connecting with potential customers is more efficient. Real estate agents introduce houses to a family or at most a group of people at a time, that is, ten figures, but the short videos and live broadcasts of real estate anchors can reach thousands of people.

Second, the coverage is wider . Traditional intermediaries are limited by offline office spaces. Taking Shell as an example, they can basically only cover potential home buyers 3-5 kilometers away. However, for real estate anchors, the objects of content distribution are not limited by physical space. Kuaishou can adjust the traffic distribution strategy according to the growth of the anchor. For example, an anchor in Tianjin, users from Hebei and Beijing can walk into his Studio.

This means that as long as the anchor can grasp the upstream houses, in theory, a district, a city, or even the surrounding areas of the city can sell houses. Its potential home buyers can also be expanded to the whole city, and even foreign home buyers who are interested in local housing can become his customers through Kuaishou and anchors.

Third, the foundation of trust is stronger. The first time a traditional intermediary meets a customer is zero trust, and the customer attracted through the live broadcast room, he and the anchor are not only the relationship between the buyer and the agent, but also the relationship between the fans and the anchor. The interaction between the two during live broadcasts, such as answering questions, recommending projects, and learning about buying a house, has established a certain foundation of trust.

In addition, when fans learn the knowledge of buying a house, learn local policies, and ask the anchor for budget plans, they are also completing the necessary pre-movements for buying a house. Under such a background, fans who go to the stage of offline viewing will have a large increase in the sales conversion rate. According to the data provided by Ji Xinjun, the average sales conversion rate of the current platform can reach 20-30%, and some excellent anchors can even achieve 50%-60%.

Of course, although the transaction efficiency is high, the front-end efforts and value output are also very high. The real estate anchors pay several times the front-end efforts than offline brokers.

The process of building trust itself is not easy, and it requires the anchor to be more sincere and stand in the buyer’s position. Having made a fortune in Kuaishou live broadcast, Hongqi attaches great importance to the atmosphere of trust in Kuaishou, “Some anchors push houses with very high risks, or some houses with small property rights. Such people have been eliminated one after another, and they have nothing in the market. business.” In the trust business environment built by Kuaishou with trust relationship, whether the user is sincere has become one of the criteria for the survival of the fittest in the live broadcast market.

Fourth, the anchor cherishes the credibility more. Reputation and word of mouth are a very important part of reaching a transaction. For small and medium-sized brokers, it was not easy to accumulate reputation and word of mouth in the past, and could only rely on word of mouth among buyers. And the real estate agent who lacks word-of-mouth basis, the cost of cheating the buyer is very small, which is disproportionate to the risk borne by the buyer, which is why many buyers will only choose a large intermediary.

However, when an intermediary changes from a staff role to an Internet celebrity anchor, there is a higher risk of being exposed to defrauding home buyers. In order to maintain its reputation and the influence that it has finally built up, the possibility of deceiving consumers will also be reduced. lower. And the reputation he has accumulated on the platform will also become his own credibility, lowering the threshold for building trust between him and buyers.

It can be seen that the core of the Kuaishou ideal home real estate transaction model, the trust relationship between Kuaishou users and anchors, also puts forward higher requirements for real estate anchors.

Ji Xinjun said that at present, Kuaishou Ideal Home has two general requirements for real estate anchors: first, they need to have the necessary skills of offline brokers, understand real estate and location, and be a reliable service provider; To become a good anchor, Kuaishou must have better content production capabilities, live broadcast capabilities, and at the same time, it must be regulated by various design rules of Kuaishou.

In the final analysis, Kuaishou Ideal Home does not want to build a money printing machine for real estate anchors to harvest fans, but a new ecology that is win-win from the platform, users, anchors and developers.

For anchors, you can use platform empowerment to improve the human efficiency and conversion of real estate sales, and establish your own IP; for developers, you can use anchors, a more efficient new channel, to complete sales faster, speed up capital recovery and save costs; for Kuaishou By itself, a stable content + business ecosystem can be established. With the joint efforts of the three parties, the ultimate goal is to provide reliable services for home buyers and truly solve the pain points of 150 million Kuaishou veterans.

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