2021年3月16日，“2021中国房地产开发企业500强测评成果”发布，龙湖在“中国房地产开发企业综合实力TOP500”榜上荣登第7名。结合2020年龙湖累计实现签约金额2706.1亿元，同比增长11.6%，连续六年保持签约金额两位数增速的成绩单，龙湖这两年确实成绩不菲。
指挥家VR作为龙湖地产的数字化营销合作伙伴，这两年合作过的项目种，不乏许多在开盘就有非常不错的战绩。那么龙湖在数字化营销上是怎么做的呢？一起来看看吧。
一、建立属于自己的私域流量，为“老带新”奠定坚实基础
去年，所有房企都在建线上售楼处的时候，龙湖主推了他们的APP 。
指挥君想先分享的不是看房，而是这款产品的逻辑。
其主要面向的群体是，龙湖本来的业主们。他们可以通过这个APP，来解决生活里的各种需求，开启了多业态、一号通的模式。
比如，家里没有菜了，可以在APP上买到优质蔬菜基地供货的蔬菜；水电煤气缴费，房子出现问题，公区障碍报修等问题，都可以在APP上处理；APP上还有周边美食等信息和优惠券服务于业主们。
他们的逻辑就是，先将自己的老客户都统一地留在了APP的私域流量里，接着再通过对老客户的营销，实现流量的裂变。
在业主们住过龙湖的房子、体验过龙湖优质的服务之后，新楼盘“老带新”的营销模式，流量也会更精准，效果也会比单纯的优惠券打折来得更好。
而且，打通各个业态，这些私域流量在平台上产生的丰富行为数据，通过分析，也将更有助于房企实现精准营销，这对于龙湖这样的集团型大房企来说，非常有价值。
二、线上VR看房实现营销前置，为楼盘提前锁定销量
龙湖的数字化营销的第一步，建立自己的APP产品，产品逻辑很合理。
接着就是在平台上卖新房了。
在平台上卖房的第一步，就是打造每个楼盘的线上售楼处，方便客户线上VR看房。
龙湖的大多数项目，在精准地定位和规划后，便会开始前置的营销准备。前置的营销准备，可以帮助龙湖在资金上获得更快的周转。
这里指挥君想提一嘴的是，2020年在监管部门设置的“三道红线”中，龙湖是少数没有在三条线里的顶级房企，可以说，龙湖的财务表现十分健康稳健。
线上VR看房确实可以作为前置的营销工具。
虽然项目还未完全建成，但是线上VR看房可以根据实际的项目设计图稿进行虚拟建模，提前将区位沙盘、室内样板间等客户关心的内容视觉化展现，并且毫无违和感。楼盘在提前预售时，可以让客户在家就能了解楼盘，为楼盘提前锁定客户。
而且，虚拟样板间的制作成本就比实体样板间低，并且传播效果更广，花样更多。
例如，北京龙湖·列车新城项目，就将精装修拎包入住与空房两种状态的样板间，通过线上VR看房的方式，让客户可以直接在线上直观感受两种状态的场景，让更多的潜在客户对于未来在这里生活的一点一滴，有更为直观清晰的画面感。列车新城项目首开200多套房源，当日实现售罄。
三、线下售楼处数字化创，优化客户线下体验
除了线上数字化营销之外，在线下，也有比传统售楼处更具科技感和体验感的创新。
在展示部分，不少项目线下售楼处打造成科技风展厅形式，一方面将项目亮点部分突出展现，另一方面，通过VR\AR\全息投影等技术，为客户提供更好更有趣的体验感，而且在展厅的氛围里，客户的感受更直接，更精致。
而在演示部分，除了选择使用不同终端应对不同场景的演示之外，龙湖还选择借助像素流技术实现跨屏协作。
在1位置业顾问 VS 3-5位客户的场景里，置业顾问可以通过一体机对项目进行演示和讲解；但当案场人流较多，置业顾问一时间无法针对个别客户进行专门讲解时，像素流技术，便可将ipad内容与大屏幕同步，在ipad上进行操控，并面向所有客户讲解，实现分流。
这和直接在不同设备上体验的不同点在于，方便了置业顾问应对更复杂的演示场景。有了这一技术，整套互动看房系统可以实现从线上到线下，从静态到动态，从1人到1000+人的便捷看房场景，实现营销和节流两不误。
四、小结
龙湖的数字化创新贯穿了从线上到线下的全过程，并且他们并不是仅仅在表面上使用一个VR看房式的创新，更多的式对数字化营销背后逻辑的深刻理解，稳步布局每一步，以实现流量的获得。
翻译：
On March 16, 2021, the “Evaluation Results of 2021 Top 500 Real Estate Development Enterprises in China” was released. And Longfor was ranked 7th in the “Comprehensive Strength TOP500 real estate development Enterprises in China” list. Considering that in 2020, Longfor achieved a total of 27061 billion yuan of signed contracts, with a year-on-year growth of 11.6%, maintaining a double-digit growth rate for six consecutive years, Longfor has indeed achieved a lot in these two years.
As the digital marketing partner of Longfor Real Estate, conductor VR has cooperated with many projects in the past two years and achieved very good results at the opening. So how does Longfor do digital marketing? Let’s take a look.
The establishment of their own private domain traffic, for the “old with new” to lay a solid foundation
Last year, when all the real estate companies were building online sales offices, Longfor mainly promoted their APP.
What you want to share first is not the house, but the logic of this product.
Its main target group is the original owners of Longfor. They can solve various needs in life through this APP. It opens the mode of multiple business forms and only one.
For example, if you don’t have any vegetables at home, you can buy high-quality vegetables from the base on the APP. Water, electricity and gas payment, house problems, obstacles in the public area repair report and other problems can be dealt with on the APP. The APP also has information about nearby food and coupons for owners.
Their logic is, first their old customers are unified in the APP’s private domain traffic, and then through the marketing of old customers, traffic fission.
After the owners have lived in the house of Longfor and experienced the quality service of Longfor, the marketing mode of “bringing the old with the new” of the new real estate will be more accurate and the effect will be better than the simple discount coupon.
Moreover, by opening up various forms of business, the rich behavioral data generated by these private domain traffic on the platform will also be more helpful for housing enterprises to realize precision marketing through analysis, which is very valuable for large group housing enterprises like Longfor.
Online VR viewing achieves marketing pre-positioning and locks sales in advance for buildings
The first step of Longfor’s digital marketing is to establish its own APP products. The product logic is very reasonable.
The next step is to sell new houses on the platform.
The first step of selling a house on the platform is to create an online sales office for each property. It is convenient for customers to view the house online in VR.
After accurate positioning and planning, most of Longfor’s projects will start pre-marketing preparation. Pre-marketing preparation can help Longfor get faster turnover in capital.
What you want to mention here is that Longfor is one of the few top real estate enterprises not in the “three red lines” set by the regulatory authorities in 2020. It can be said that Longfor’s financial performance is very healthy and stable.
Online VR viewings can indeed serve as a front-loading marketing tool
Although the project has not been completely completed, the online VR house viewing can carry out virtual modeling according to the actual project design drawings, and present the contents concerned by customers such as location sand table and indoor model room visually in advance without any sense of unharmony. Real estate in advance sale, can let customers at home can understand the property, for the property in advance to lock customers.
Moreover, the production cost of the virtual model room is lower than that of the physical model room. And the dissemination effect is wider and more variety.
For example, Beijing Longfor · Train New City project will carry out fine decoration of the model rooms in two states: occupancy and vacancy. Through online VR house viewing, customers can directly feel the scene in two states online, so that more potential customers can have a more intuitive and clear sense of the future life here every bit. More than 200 houses were sold out on the first day of the Train New Town project.
Digital creation of offline sales office to optimize customers’ offline experience
In addition to online digital marketing, offline, there are also more technological and experiential innovations than traditional sales offices.
In the exhibition part, many offline sales offices of projects are built into the form of science and technology exhibition hall. On the one hand, the highlights of the project are highlighted. On the other hand, through VR, AR, holographic projection and other technologies, customers can have a better and more interesting experience.
In the demonstration part, in addition to using different terminals to deal with different scenes. Longfor also chose to use pixel stream technology to achieve cross-screen collaboration.
In the scenario of one real estate consultant vs. 3-5 clients, the real estate consultant can demonstrate and explain the project through the all-in-one machine. However, when there are too many people in the scene and the real estate consultant cannot make special explanation for individual customers for a time, the pixel stream technology can synchronize the ipad content with the large screen, control it on the ipad, and explain it to all customers to realize the diversion.
The difference between this and playing directly on different devices is that it makes it easier for property consultants to deal with more complex presentation scenarios. With this technology, the whole set of interactive house viewing system can realize the convenient house viewing scene from online to offline, from static to dynamic, from 1 person to 1000+ people, and realize both marketing and expenditure.
Summary
Longfor’s digital innovation runs through the whole process from online to offline. And they do not just use a VR house-viewing innovation on the surface, but also have a deep understanding of the logic behind digital marketing, and steadily layout every step to achieve traffic.
本文由数字化转型网（www.szhzxw.cn）转载而成，来源：指挥家VR；编辑/翻译：数字化转型网八九四。
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