Research On Real Estate Precision Marketing Hourglass Model Based On Artificial Neural Network

With the introduction of a series of real estate regulation policies,the real estate industry faces more and more bottlenecks,sharp increase in inventory,lack of innovation and other issues highlighted.The existing marketing of the real estate industry has not yet accurately targeted every customer,and has not completely focused on the customer.It has not formed a relatively complete mechanism for customer classification management and customer demand classification management.Accuracy and efficiency of precision marketing have not yet been fully realized.Therefore,the real estate customer classification management and classification management,the customer demands accurate positioning customers and implementation of precision marketing is the key to improve the efficiency of marketing and inventory pressure,can reduce the enterprise cost and uncertainty of market risk.Dig through the real estate customer basic characteristics,this paper offline online behavior to build attribute mapping relations with customers,customer preferences and buying behavior of real estate based on the needs of analysis,to the customer demand and customer purchase intention for classification and study,proposed the customer purchase intentions screening and screening grading index system of customer demand,to build real estate precision marketing hourglass model based on artificial neural network.Artificial neural network method is applied to an hourglass model of learning,training,and sample data is calculated,the customer purchase intentions screening index and customer demand classification screening index level.On the basis of customer demand grading,customers' deep and potential needs are continuously tapped to achieve the maximum possible value of customer demand.The empirical results show that the hourglass model of this paper can increase the intention of customers to buy houses,can effectively tap the customer's deeper needs,and the customer's home purchase transaction rate is obviously improved.This shows that the customer's purchase intention classification screening and customer demand classification screening index system is effective.The accurate marketing hourglass model of this paper makes marketing more accurate and efficient,and can significantly improve the marketing level of the real estate industry.This study has certain reference significance.