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Core Insights - The real estate industry is shifting from high-leverage, rapid turnover expansion to a focus on brand strength, product quality, operational efficiency, and service quality as key competitive factors [1][53] - Companies that can adapt to this transformation and provide high-quality housing and services will secure market opportunities and future growth [1][53] Industry Trends - The competition logic in the real estate sector has fundamentally changed, with a clear shift towards a focus on intrinsic value rather than just location or basic amenities [1][53] - The market is experiencing a "two-eight rule" where a small percentage of projects capture the majority of demand, highlighting the importance of product and marketing capabilities [1][53] Successful Case Study: Poly Real Estate - Poly Real Estate's project, Shenzhen Poly Zhenyu, achieved the highest sales rate among new projects in Shenzhen for 2025 without relying on traditional distribution channels [2][54] - Over 70% of customers were directly acquired through the company's own digital marketing team, demonstrating the effectiveness of a self-sourced customer acquisition model [4][56] Marketing Innovations - Poly Zhenyu implemented a "four-wheel drive" marketing model that enhances customer acquisition capabilities through a combination of online and offline strategies [6][58] - The project utilized various digital platforms, including Douyin and WeChat, to reach potential customers and increase brand visibility [6][58] Team Structure and Collaboration - The project established a diverse customer acquisition team with specialized roles to enhance efficiency and effectiveness in attracting and converting leads [11][63] - A structured approach was adopted to ensure collaboration among team members, maximizing customer acquisition and conversion rates [12][64] Digital Customer Acquisition System - Poly Zhenyu developed a digital customer acquisition system that integrates precise targeting, matrix operations, and conversion loops to turn traffic into sales [13][65] - The project achieved a conversion rate exceeding 10%, significantly higher than the industry average of less than 5% [19][71] Customer Research and Product Development - Prior to land acquisition, extensive market research was conducted to understand customer needs and market trends, leading to tailored investment and product strategies [21][73] - The project focused on creating high-quality products that resonate with high-net-worth individuals, incorporating innovative design and functionality [25][77] Service Excellence - Poly Real Estate has upgraded its customer service to be a key driver of business development, implementing a comprehensive service system that covers the entire customer journey [51][103] - Customer satisfaction scores improved significantly, reflecting the effectiveness of the company's service initiatives [52][104]