1、房地產線上直播推廣策略方案TEMPLATEPROJECT PLANNING1/51目錄CONTENTS0102030405疫情下地產營銷現實狀況破局之勢線上直播直擊房地產直播痛點打造房地產直播爆點完善房地產直播細節2/51Section Header HereSupporting text here.When you copy & paste, choose keep text only option./0101疫情下地產營銷現實狀況3/51全國已經有30余個省份宣告進入一級響應中，全國確診迫近10萬。 疫情形勢嚴峻多省開啟一級響應一、疫情形勢嚴峻，房產銷售受阻協會倡議出臺各大售樓處禁止銷售中

2、國房地產業協會倡議停頓售樓處銷售 18個省市區要求暫停開放商品房售樓處。客戶主動防疫樓盤帶看大幅下滑經紀人、客戶在疫情關鍵時刻，主動防疫，各樓 盤咨詢量、看盤人數直線下滑 。4/51大型房企都在緊鑼密鼓籌備線上售樓 部分中小型房企坐等國家號令。 各家房企紛紛尋找新路徑二、疫情下房企需逆勢突破，搶占線上先機偽線上售樓處理問題現有線上售樓多半只是信息展示， 不能夠真正動員經紀人，無法將商戶、 買房客戶切實聯動，線上效果差。真正線上售樓新商機房企急需一套真正從線上開啟商戶、帶 動客戶線上了解房源、看房鎖房線 上售樓機制，真正利用互聯網融合跨界 優勢。5/51Section Header HereSu

3、pporting text here.When you copy & paste, choose keep text only option./0102破局之勢線上直播6/51WE ARECREATIVETEAMFar far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a

4、large language ocean.A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country.新用戶大流量5G時代前哨站超長在線線上突破7/51 WE ARECREATIVETEAMFar far away, behind the word mountains, far fromthe countries Vokalia and Consonantia, there live the blind te

5、xts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country.線上直播不但是視頻平臺，更是地產項目傳輸新陣地8/51 WE ARECREATIVETEAMFar far away, behind the wo

6、rd mountains, far fromthe countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisemat

7、ic country.分析直播及視頻平臺傳輸邏輯引爆者追隨者參加者瀏覽者口碑引爆次生傳輸全方面傳輸9/51 WE ARECREATIVETEAMFar far away, behind the word mountains, far fromthe countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.A small river

8、named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country.怎樣快速做大流量，確保地產直播引流和獲客？10/51Section Header HereSupporting text here.When you copy & paste, choose keep text only option./0103直擊房地產直播痛點11/51現階段地產直播痛點分析銷售人員形象不規范，未顯示出職業性不能將項目品質透過銷售人員形象打造出來。項目信息不

9、明顯，客戶獲得信息模糊不能將項目品質透過銷售人員形象打造出來。直播場景雜亂，未能體現項目品質直播場地選擇存在弊端，不能在直播中顯示出項目品質。直播形式單一，未能吸引更多流量項目只有銷售人員直播單一形式，并不能吸引更多流量關注項目。12/51針對現如今房地產直播痛點我們將為您從多方面入手，直擊痛點13/51更全方面直播推廣經驗從前期配合推廣宣傳到直播面面俱到配合直播前期進行推廣活動媒體渠道、小程序多方面全方位開展將直播影響放置最大，吸引更多關注多維一體宣傳策劃讓直播更是一場推廣潮我們將提供最有效宣傳方案將直播效應放到最大化，助力直播傳輸率New power of international li

10、fe life experience pavilion concept export Extract project value point keywords Fashion space, education space, sports space, intelligent space, green space Through the online punch card five dimensional space, respectively in each day to complete the task to get the space card Collect the five powe

11、r card composite experience hall admission tickets and draw the on-site cash prize qualification On the day of offline activities, you can receive gifts at the corresponding clocking office14/51定制主播直播妝容專業化裝師將全程為直播保駕護航將銷售人員全方面包裝從衣飾、妝容到表情管理進行專業指導特邀專業化裝師提供指導性提議打造展現上鏡、精巧、職業妝容我們將提供最專業美妝師將銷售人員定制打造為各具格調直播網

12、紅New power of international life life experience pavilion concept export Extract project value point keywords Fashion space, education space, sports space, intelligent space, green space Through the online punch card five dimensional space, respectively in each day to complete the task to get the sp

13、ace card Collect the five power card composite experience hall admission tickets and draw the on-site cash prize qualification On the day of offline activities, you can receive gifts at the corresponding clocking office15/51打造更專業直播環境高配直播道具讓直播更具吸引力將直播地點轉移至項目樣板間在直播同時讓客戶了解項目高端品質并可融入帶客戶線上實地參觀樣板間步驟愈加利于夸大

14、宣傳項目標優勢我們將提供最專業直播設備打造直播一流場景，每一幀畫面都像電影鏡頭New power of international life life experience pavilion concept export Extract project value point keywords Fashion space, education space, sports space, intelligent space, green space Through the online punch card five dimensional space, respectively in each

15、day to complete the task to get the space card Collect the five power card composite experience hall admission tickets and draw the on-site cash prize qualification On the day of offline activities, you can receive gifts at the corresponding clocking office16/51更多地產行業標桿及網紅大V資源坐鎮配合項目，為項目進行背書將更多行業專業聲音

16、引入項目直播為項目發聲，提升公信度擴大宣傳渠道及利用大V粉絲經濟，將粉絲轉化為目標客戶我們將為項目匹配最適合大V資源利用更多方式將大V資源發揮更大作用New power of international life life experience pavilion concept export Extract project value point keywords Fashion space, education space, sports space, intelligent space, green space Through the online punch card five dime

17、nsional space, respectively in each day to complete the task to get the space card Collect the five power card composite experience hall admission tickets and draw the on-site cash prize qualification On the day of offline activities, you can receive gifts at the corresponding clocking office17/51專業

18、視頻剪輯團體后期制作后期連續傳輸，直播效益最大化杜絕直播一次性傳輸效果專業后期團體將利用直播制作宣傳視頻為后期宣傳傳輸再掀浪潮連續打造項目口碑，吸引客源關注我們將提供最有創意后期制作打造爆款視頻，連續發酵自發性傳輸New power of international life life experience pavilion concept export Extract project value point keywords Fashion space, education space, sports space, intelligent space, green space Through

19、 the online punch card five dimensional space, respectively in each day to complete the task to get the space card Collect the five power card composite experience hall admission tickets and draw the on-site cash prize qualification On the day of offline activities, you can receive gifts at the corr

20、esponding clocking office18/51Section Header HereSupporting text here.When you copy & paste, choose keep text only option./0104打造房地產直播爆點19/51推廣方式20/51基礎推廣方式海報宣傳微信公眾號宣傳朋友圈宣傳只有項目內部人員進行轉發與宣傳推廣力度較低，難吸引更多群體關注21/51線上活動推廣方式舉行趣味云賽事發起全網征集積贊/助力/簽到經過前期舉行與直播內容與方向匹配線上活動在宣傳項目標同時吸引更多人參加從而關注直播22/51H5小程序系列方式定制趣味小游戲幸

21、運抽獎神奇占卜/心理測試充分利用H5表現形式多樣，可定制新奇內容傳輸速度快特點，開展直播前期宣傳推廣23/51大V及網紅推廣方式1 配合錄制直播宣傳Vlong2 大V及網紅自媒體平臺宣傳3 粉絲群公布直播信息宣傳4 直播后自媒體平臺連續宣傳充分利用大V及網紅粉絲資源 急速擴大宣傳力度24/51推廣平臺線上售樓處小程序自媒體平臺短視頻平臺更多宣傳推廣平臺，擴大宣傳渠道實現閉環推廣，最終落至項目本身25/51媒體公布平臺眾多媒體平臺資源，連續助力宣傳26/51多平臺整合全方面整合推廣策劃，讓受眾人數呈裂變式增加27/51直播方式28/51跨界直播（一）與網紅跨界直播邀請當下俊男靚女且自帶粉絲量網紅

22、來到直播間，利用其粉絲經濟開展富有生活氣息直播。用多樣形式、貼近時下有趣話題內容吸引目標客戶關注。29/51跨界直播（二）與品牌跨界直播可與其它品牌進行跨界直播，靈活多變直播形式讓品牌跨界成為可能。在宣傳自家產品時，連帶出對方產品，對品牌推廣將會起到比較大傳輸作用。ps.保利旗下項目與“飛馳”汽車產品跨界互動連麥.30/51地產大V背書地產大V作為行業標桿引領者無數關注房產人動作走向，邀請地產大V做客項目直播間，利用訪談、講座、連麥等各種方式為項目背書，擴大項目在行業內名氣。31/51多項目聯動聯合多項目項目為客戶帶來一場直播盛宴，讓客戶能在一場直播中了解不一樣項目標優勢，用提供更多選擇來吸引

23、客戶來到直播間，仿若走進一場線上房交會。32/51線上暖場活動（一）將以往線下暖場活動轉移到線上，實現“云暖場”。足不出戶便可與項目一同盡享歡樂時光。線上養生瑜伽、舞蹈、書法、繪畫、茶藝、插花.云課堂投資理財、汽車、職場、烹飪、心理33/51線上暖場活動（二）更多線上活動形式在吸引客戶前提下更是對關注客戶回饋，可提升項目形象。線上福利在線義診、一折競拍、云交友線上爭霸開展線上王者爭霸、和平精英等手游大賽34/51節點云直播在線上售樓處開放同時我們也將大型地產節點活動搬到云上進行。線上公布會、線上開盤、搖號、樣板間開放，不一樣平臺，一樣精彩。35/51創意直播依據網紅特征定制專屬直播內容，融入主

24、播本身元素來豐富直播內容。空降項目及樣板間帶觀眾零距離了解項目，感受項目。專屬定制，形式多變實地體驗派，突出生活場景，增強帶入感豐富直播內容，吸引更多人群，創意且趣味36/51定制專屬直播內容/腳本吉祥物及置業顧問現身 定制直播設定，走進樣板間 抽獎植入廣告，與觀眾互動 = 200萬+觀看量37/51定制系列大V/網紅直播38/51網紅資源推薦美食博主健身博主才藝博主美妝穿搭博主39/51大V資源推薦地產大V家裝設計師經濟學家風水大師40/51互動方式41/51Far far away, behind the word ountains, far from the countries Voka

25、lia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country.Through This Interactive Proc

26、ess結合產品 FABF 特點、A 優點、B 利益,制造熱播氣氛，經過主播人格魅力和感染力及銷售說服力結合有利互動方式，對應客戶購置心理暗示權威、從眾、對比、稀缺，多維配合，打造熱銷爆品直播營銷法則 FAB法則42/51Far far away, behind the word ountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics,

27、 a large language ocean.A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country.Through This Interactive Process互動方式舉例趣味互動（適合用于個人日常直播）主播可與觀眾在直播過程中穿插趣味互動，聊些當下熱點，展開互動，增加直播趣味性，拉近主播與觀眾距離。促銷結合（適合用于官方日常直播）官方在售樓處或樣板房設置直播設備，以互動聊天形式與觀眾介紹項目，必

28、要時能夠借助宣講道具，同時重點以關注領優惠等形式吸粉。互動問答（適合用于個人日常直播）適當拋出話題性問題，引導直播間網友來留言。同時經過平臺刷禮品、點贊也是增加氣氛一個有效伎倆。43/51Far far away, behind the word ountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large languag

29、e ocean.A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country.Through This Interactive Process互動方式舉例利益誘惑設置直播時購置才可享受優惠價，同時顯示實時購置動態，促銷氣氛濃厚，會更能在當下直接促動客戶購置，發揮直播沖動消費作用。饑餓營銷在直播中推出限量XX套特價產品，限時秒殺，定時開搶。好禮吸引在直播過程中釋放紅包雨，禮品等，用眾多好禮派送吸引觀眾連續觀看。44/51Far far away, behind the word ountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.A