Core Viewpoint - The article highlights the challenges faced by real estate sales personnel in a difficult market, where traditional metrics like transaction volume are being replaced by customer outreach and appointment setting due to low sales performance [3][12]. Group 1: Sales Pressure and Strategies - Sales personnel are under significant pressure to meet new performance metrics focused on customer outreach and appointment setting rather than actual sales [3][12]. - Many projects now require sales staff to make over a hundred calls daily to meet these new targets, leading to a high level of stress and frustration among employees [3][12]. - The effectiveness of traditional outreach methods, such as phone calls, has diminished, with many potential clients refusing to engage or hanging up immediately [8][10]. Group 2: Market Dynamics - The current real estate market is characterized as a buyer's market, necessitating proactive efforts from sales teams to identify and engage potential clients [10][12]. - The conversion rates at various stages of the sales process have declined, requiring sales personnel to exert significantly more effort to achieve the same results as before [10][12]. - A specific project reported a visitor count exceeding a thousand on opening day, yet only a handful of clients proceeded to make deposits, indicating a severe disconnect between interest and actual sales [10][12]. Group 3: Marketing Evolution - Real estate companies are increasingly shifting their marketing strategies to include both online and offline channels, with a focus on enhancing customer experience and engagement [15][17]. - Traditional methods of customer acquisition, such as direct phone calls and in-person events, are becoming less effective, prompting companies to explore digital marketing and data-driven strategies [15][17]. - Some companies are investing in improving their existing properties and services to enhance customer satisfaction and encourage referrals, indicating a shift towards a more holistic approach to marketing [15][17].

Core Insights - The article highlights the challenges faced by real estate sales personnel in a difficult market, emphasizing the pressure to meet performance metrics despite declining customer engagement [3][4][5][6][7][8][9][10] Group 1: Sales Pressure and Strategies - Sales personnel are under significant pressure to meet performance metrics, leading to increased phone calls to potential clients, often resulting in negative responses [3][4][5][6] - The shift in focus from sales volume to customer engagement metrics reflects the current market conditions, where traditional methods are becoming less effective [7][8] - Sales strategies have evolved to include both online and offline channels, but the effectiveness of these methods is diminishing, with many sales personnel reporting low conversion rates [9][10] Group 2: Market Dynamics - The current buyer's market requires sales teams to actively seek out potential clients, leading to a higher workload without corresponding results [7][8] - The transformation of sales metrics from direct sales to phone call quotas indicates a reactive approach to declining sales performance [6][8] - The reliance on traditional marketing methods is being challenged, with companies exploring digital marketing and customer relationship management to improve engagement [9][10] Group 3: Industry Trends - There is a growing trend towards digital transformation in real estate marketing, with companies investing in data analytics for targeted marketing [9][10] - The collaboration between projects and distribution channels is shifting towards performance-based models, reflecting the need for more effective partnerships [10] - The overall marketing strategy is evolving to encompass a broader range of factors, including product quality and customer service, to enhance overall effectiveness [10]