每经热评︱经典IP“唐僧”真人卖房 借助流量能否“取到真经”？

Core Viewpoint - The phenomenon of "Tang Seng" selling real estate highlights a new marketing phase in the real estate industry, emphasizing the importance of resonance with target audiences over mere celebrity status [1][2]. Group 1: Marketing Strategy - The marketing approach has shifted from solely relying on celebrity endorsements to selecting representatives who resonate with the target demographic, allowing developers to leverage their resources and reduce dependence on external channels [2]. - The project being sold is not new but an old one that has been renovated, indicating a strategic move to enhance sales of existing properties rather than launching new developments [1]. Group 2: Market Dynamics - The real estate market is experiencing high channel costs due to the concentration of top brokerage resources, prompting developers to seek alternative marketing strategies to maximize their potential [2]. - The trend of family-owned businesses promoting their own products through social media is gaining traction, with examples like Hao Li Lai and Tebu, indicating a shift towards self-promotion in the industry [2]. Group 3: Future Implications - The success of "Tang Seng" in real estate marketing may lead to more classic IP figures participating in similar ventures, reflecting a broader trend of innovative marketing attempts in the real estate sector amid inventory challenges and competition [2]. - The effectiveness of celebrity influence in converting interest into actual sales remains uncertain, suggesting that the industry must focus on product quality and sustainable marketing strategies beyond just leveraging celebrity status [3].