Research On Customer Screening Funnel Model In Real Estate Precision Marketing

Real estate industry is facing complex marketing circumstances.A mass of time and money is spent in marketing activities while the effect is inconspicuous with high uncertainty. The cost and risks can be decreased with precision marketing, however, precision marketing based on member position has not implemented entirely in existing real estate precision marketing patterns. Either, there is not a perfect system of member classified management to embody its high efficiency. Therefore, it is necessary to build a customer screening model of real estate precision marketing, and research its mechanism deeply.In this paper, combining with the particularities in real estate precision marketing and the high efficiency of Sales funnel model, the model-building idea is confirmed and a customer screening funnel model of real estate precision marketing is built. Then an index system for the model is established, through which A-level, B-level and C-level customers are screening out successively and to be managed by level. In accordance with the flowing directions and customer levels, the types of customer level flowing are divided into steady, unidirectional flowing, regular fluctuating and irregular fluctuating ones. Marketing strategies are presented according to the characters of different customers and the types of customer level flowing. Then an empirical research is carried out.The index system includes two factors which are house-purchasing affordability and intention. The former covers gender, age, marriage,job, income level and house situation, and the latter covers times and attitude of telephone communication, times of scanning, searching frequency, numbers in favorite, forum activeness, times of product comments, group-buying application, group-buying participating and housing fair participating. Next, the weight and mark of each indicator and the evaluation standard of customer screening index are confirmed with AHP.Thus, customers are classified in order to be managed by level.In the empirical research, by using the sample data, the customer screening indexes are calculated, the levels of customers are confirmed, corresponding marketing management measures are explicated and the types of customer level flowing are classified. Then, marketing strategies are analyzed and the results of house-purchasing prove that the customer screening index system and marketing strategies are effective. The customer screening funnel model of real estate marketing is beneficial to make marketing goals and methods more accurate and improve the marketing level of real estate industry.