The operation goal of the local real estate network is very clear, that is, users who are ready to buy and decorate houses. Although this group of people is relatively small, their consumption can account for about 10% of the total local consumption, so the small goal of the local real estate network is The characteristics of a large market are very obvious. It is precisely because of this characteristic that the operation of local real estate websites is simpler than that of local portals. However, because the market is huge, the profit margin is even more advantageous than that of local portals. Therefore, in recent years, almost every county-level Small cities have their own local real estate networks, and local real estate networks are as popular as ever!
But by 2012, the local real estate network seems to have lost its glory. Since the implementation of regulation in 2011 has become increasingly effective, real estate transactions in first-tier cities have reached a freezing point. This will greatly affect the attention of local real estate. Many county-level The local sales department is very busy. Only during the Chinese New Year, when many people return to their hometowns, do some people come to the sales department for simple consultation. After learning that the property prices have not dropped significantly, they basically will not look back! The downturn in local real estate will naturally be transmitted to local real estate networks, especially county-level local real estate networks! Next, the author will analyze the three risks that local real estate websites have faced!
1: Real estate developers that have already launched projects are keeping a low profile and lowering advertising costs.
Nowadays, many real estate developers, especially those that launched in the past few years, have relatively high housing prices, and more than half of the properties have been sold. The possibility of price reduction promotions for such properties is very low, so this part of the property Most businesses will adopt the business strategy of staying put and biding their time. On the one hand, they will reduce operating costs, especially investment in advertising. This will have a great impact on local real estate websites, because many of the profit models of local real estate websites come from Regarding the advertising of real estate developers, and the game between the government and real estate developers is currently in a stalemate, it is estimated that it will not become clear within a year or two. This will inevitably cause the local real estate network to lose one or two years of advertising revenue! Therefore, this part of the risk needs to be understood and eliminated by the majority of local real estate website managers!
Two: There are almost no new openings, and the profit points of group purchases and promotions are lost.
Against the backdrop of current real estate policy controls, many real estate developers have pushed back or even suspended their launch plans. Many sales ladies and gentlemen have lost their jobs one after another, and local real estate is in a bleak situation, but housing prices are still strong. Even if there are discounts on housing prices, it is often the unattended basements that attract users at ultra-low prices, or just one of them. Some gimmicks, but in the end it scared away the majority of consumers!
Just like this, there are fewer or no new openings, or real estate developers are standing still. Naturally, local real estate websites lose the opportunity to help real estate developers sell houses and extract commissions, such as group purchases, promotional information, etc., and the target users' Attention will also be reduced because real estate prices are not strong at all, which will naturally lead to a decrease in the income of local real estate websites! And one of the important reasons why many local real estate websites are able to live a prosperous life is that they help real estate developers sell houses!
Three: The weak second-hand intermediary market will also further reduce the profit margins of local real estate websites.
At present, a very important part of the local real estate network is the real estate agency. Second-hand housing has also suffered from a sluggish transaction due to purchase restrictions. Many intermediary companies are unwilling to publish information on the local real estate network, nor are they willing to publish advertising information on the local real estate network. In this way It will further reduce the profit sources of local real estate websites! At the same time, target consumer users will gradually lose attention to real estate information because of the current strong real estate prices! Loyal users of local real estate websites are bound to lose, which will further weaken the enthusiasm of second-hand agency companies for advertising, thus forming a downward spiral crisis! Not to mention making profits!
The operational risks of the above local real estate website are only short-term, but if you don’t know how to deal with these operational risks, it may cause the website to lose the opportunity to compete, because many successful people know how to persevere in adversity and how to resolve crises. When opportunities come, they will succeed immediately. Therefore, in the face of the current three major crises, local real estate websites should save operating costs, update real estate information in a timely manner, optimize the website, and improve website rankings, so that when the real estate market becomes hot again, Obtaining high profits is like searching for something! Source of this article: 288 Online Store Manager's Home http://www.288.org/ A5 first published, please indicate when reprinting, thank you!
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