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The real estate market in China is a significant sector where KOL (Key Opinion Leader) influencer marketing can drive interest and investment. This article explores strategies for leveraging KOLs to market real estate in China.
Partnering with Industry Experts
Collaborate with KOLs who are industry experts or have a strong following in real estate investment and home buying.
Example: Expert Endorsements
A luxury property developer partners with a renowned architect and real estate analyst on WeChat to discuss the design and investment potential of their properties.
Visual Property Showcases
Use high-quality visuals and virtual tours to showcase properties and allow potential buyers to explore the spaces remotely.
Example: Virtual Property Tours
A real estate agency creates 360-degree virtual tours of their listings on Kuaishou, offering a comprehensive look at the properties and attracting inquiries from buyers.
Educational Content on Market Trends
Develop content that educates the audience on real estate market trends, investment strategies, and legal aspects of property buying in China.
Example: Market Trend Analysis
A financial advisor KOL on Zhihu provides insights into the real estate market, advising followers on the best investment opportunities and规避风险(risk aversion) strategies.
Engaging with Lifestyle Influencers
Partner with lifestyle influencers who can show the aspirational lifestyle associated with owning a property, from interior design to neighborhood features.
Example: Lifestyle Integration
A property management company collaborates with a lifestyle KOL on Xiaohongshu to showcase the community living experience and the design aesthetics of their properties.
Utilizing Storytelling
Employ storytelling to connect with potential buyers on an emotional level, sharing stories of families and individuals who have found their dream home.
Example: Emotional Storytelling
A real estate brand shares customer stories on Weibo, highlighting the joy and satisfaction of homeowners and creating a desirable image of their properties.
Offering Exclusive Deals and Incentives
Provide exclusive deals, incentives, or early access to new property launches to KOL followers to drive engagement and sales.
Example: Exclusive Property Offers
A developer offers a limited-time discount to followers of a KOL on Douyin, who shares the news and generates significant interest in a new residential complex.
Compliance with Advertising Regulations
Ensure all marketing activities are compliant with Chinese advertising regulations, especially those specific to the real estate sector.
Example: Adherence to Regulations
A real estate marketing campaign on social media includes clear disclaimers and adheres to the legal requirements for property promotion in China.
Cross-Platform Strategy
Develop a cross-platform strategy to reach a wider audience and maintain a consistent brand narrative across different social media channels.
Example: Integrated Marketing Approach
A real estate company ensures their message is consistent across WeChat, Weibo, and Bilibili, targeting various segments of potential buyers with tailored content for each platform.
Performance Tracking and Optimization
Track the performance of KOL campaigns using social media analytics and optimize strategies based on data-driven insights.
Example: Data-Driven Optimization
A real estate portal analyzes engagement and lead generation data from their KOL partnerships to identify the most effective influencers and content formats.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
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