Core Insights - The real estate community operation has seen explosive growth, with the average daily search volume for "real estate community" increasing nearly tenfold from 1,882 times in 2022 to 16,703 times in the first eight months of 2025, peaking at 367,932 times on April 3, 2025 [2][12] Group 1: Nature of Community Operations - There is a fundamental difference between emerging real estate communities and traditional customer clubs, reflecting a profound change in industry logic [3] - Customer clubs are enterprise-led, focusing on sales conversion and customer retention, while communities emphasize member-to-member connections and value co-creation [3][5] - Community operations are characterized by decentralized management and long-term interaction, contrasting with the centralized, transaction-focused nature of customer clubs [5] Group 2: Development Phases - The development of real estate communities can be divided into two key phases: the exploratory phase (2010-2019) and the rapid development phase (2020-present) [8] - During the exploratory phase, projects like Qinhuangdao Anaya successfully built community culture, achieving a 95% old-to-new conversion rate and over 40% price premium [8] - The rapid development phase has seen leading real estate companies establish community brands at a group level, moving beyond isolated attempts to a strategic approach [10][12] Group 3: Current Trends - As of now, 43% of the top 30 real estate companies have launched unified community operation brands from a group level, indicating a shift towards decentralized operations and emotional connections among members [12][13] - Successful examples include the launch of "Runbilin" by China Resources Land and "Huayouhui Ideal Community" by Huafa, showcasing the trend of community branding [13] Group 4: Conclusion - The importance of community marketing is increasingly recognized among leading real estate companies, with many achieving notable results, suggesting that community operations may become a new battleground for brand building and customer maintenance in the real estate sector [14]