Chapter 1335 The intimate butler business of the home group
Unlike Ding Xiyao and Cai Jiadong who were a little impatient, Meng Chang could be said to be sitting firmly on the Diaoyutai without panicking at all.
Because he had already arranged the backup plan, including the video recording in the name of "Tian Gongzi", and all of them were completed.
The reason why he didn't take action was not because he felt pity for the Zhujia Group - Meng Chang basically didn't have that kind of emotion, let alone a big company like the Zhujia Group.
Meng Chang wished that such a big company would die soon, and that he would have a big mouthful of meat before he died.
Waiting for these two days is mainly because the commission has not been received yet.
Meng Chang looked at the date and saw that today was the 28th. He would wait until Friday the 30th and wait until he went to Mr. Pei's office in the afternoon to complete the commission. Then he would be ready to make a move.
On weekends, you can count your money happily at home while watching how the housing group is struggling to deal with negative public opinion.
Of course, Meng Chang is not waiting blindly. He is also always paying attention to the news and public opinion trends on the Internet, whether it is about the game "Real Estate Agent Simulator" or the housing group.
Because he knows very well that the key to "Pei's propaganda method" lies in the precise grasp of popularity and public opinion, which is a "four or two" skill. How to detonate the popularity, when to detonate it, and how to detonate it skillfully without leaving any traces.
, this is a science.
If it's too early or too late, or if the action is stiff, the effectiveness of the publicity will be greatly compromised.
Meng Chang is a perfectionist and must strive to be the best in everything he does. Of course, he must be perfect in a trick as subtle as "Pei's Propaganda Method".
"Everything is fine with Real Estate Agent Simulator."
"Sure enough, this game has relatively rich content. Although some things have been buried, it is unlikely that players will dig them all out within two or three days."
"Let the players realize that there is a problem, but they can't tell where the problem is. This state is the best and most conducive to the performance of 'Mr. Tian'."
"Looking at the Home Group, they probably haven't made any big moves recently..."
"Huh? What is this?!"
Meng Chang briefly searched the Internet for new news from the Jujia Group. He originally thought that the Jujia Group would probably continue to speculate on the same old topics as before.
However, he was surprised to find that Zhujia Group released a new official announcement and promotional video this morning!
Meng Chang was immediately keenly aware that there was something wrong here, and hurriedly clicked in to check.
"Careful butler business?"
"The Home Group actually launched a new business at this juncture?"
After watching the official announcement and promotional video of Zhujia Group, Meng Chang couldn't help but frown slightly, which was unexpected.
This so-called intimate housekeeping business is obviously the focus of the Home Group's publicity in the future. It is also a new business launched to further consolidate its market position and suppress other intermediary companies.
In the words of the Home Group itself, this attentive butler business is to "further strengthen the mutual trust between agents and tenants", "establish a long-term and stable cooperative relationship", "create considerate services tailored to the needs of tenants", and "enhance the professionalism of the team"
sex”, “implementing responsible services”, etc.
Putting aside these official clichés and understanding it in a more popular way, the Home Group hopes to start with the promotion of the intermediary team to open up new breakthroughs for its business.
According to the promotion of the Home Group, the "intimate butler business" is a transformation and upgrade of the traditional intermediary model.
The first is to screen, eliminate and train the existing intermediary team to improve the intermediary team's business capabilities and literacy;
Secondly, after the intermediary team’s business capabilities are improved, they can select more suitable properties for tenants, comprehensively analyze needs, and find the best rental option;
Finally, the intermediary team will provide one-to-one service to the customer, and the responsibility will be assigned to each person. The intermediary (now called the housekeeper) will be responsible for the tenant before and after signing the contract. This can to a certain extent prevent the intermediary from trying every means to sign the contract, and then follow-up.
An irresponsible situation occurs.
Meng Chang couldn't help but suddenly realized.
Why is the Home Group so eager to capitalize on the popularity of "Real Estate Agent Simulator"? It even spares no expense to shoot its own promotional videos and build momentum online?
Obviously, this is all for a purpose!
If the Home Group had no relevant business to promote, even if it was just to ride on the popularity, it would not be so hasty.
Obviously, the "Careful Butler Business" of the Home Group has been planning for a long time. The promotional video of "Real Estate Agent Simulator" has triggered heated discussions on the Internet. It can be said that it is exactly what the Home Group wants and fully meets the needs of the Home Group.
They just took advantage of this wave of enthusiasm to promote their new business!
Meng Chang speculated that Home Group launched such a new business for two main purposes.
The first is to recover the losses during the "safe house" period and enhance the company's image and reputation.
The second is to explore new models to further enhance the competitiveness of the housing group in the intermediary market.
In fact, when the "safe house" business was first launched, it was also for this purpose.
Housing Group has seen that most of the houses currently for rent on the market are old and dilapidated, in disrepair, and young people don’t like to live in them. Therefore, they use the "safe house" model to engage in long-term rentals, and simply renovate the houses themselves and rent them to tenants.
, which not only improves the living conditions of the house, but also makes profits from it. This is a good business model.
Originally, the reputation of "safe houses" was also good. However, in order to pursue profits, the housing group turned "safe houses" into "formaldehyde houses", which caused the reputation to collapse.
But in any case, if the business model of "Anxinfang" does not deteriorate, it can be regarded as a commercial innovation and breakthrough in the field of rental housing, and it can be successful.
Now, the reputation of Anxin Fang has become bad, and the Home Group is planning to change its name, so it will definitely not be a focus of publicity.
That’s why Home Group came up with the new promotion point of “Caring Housekeeper”.
If you can’t make a fuss about the house, then you can only make a fuss about the people!
The housing group's calculation was very smart. The house did have formaldehyde. If it was found out, it would be unlucky. That person would not have formaldehyde, right?
Moreover, this "caring housekeeper" business model can be regarded as solving a major pain point in the current rental market.
Due to the existence of many small intermediaries and black intermediaries, the identity of real estate agents is indeed not that glorious. If the Home Group can change people's perception and make tenants feel that the agents of the Home Group are not intermediaries, but have extremely strong business
Capable, conscientious and responsible housekeepers are definitely a huge advantage for the Home Group.
That's why Home Group has been showing the hard work of intermediaries in promotional videos, and it is not understood, just to build momentum for this new business.
Of course, just because the slogan is shouted loudly does not mean that it can actually be achieved.
Meng Chang didn't know much about this familiar marketing smell.
Meng Chang knew very well that it was impossible for Zhujia Group to fundamentally change the working conditions of the intermediary profession. At most, it would just make superficial appearances.
Maybe it's a change of uniforms, maybe it's an emphasis on polite language, maybe it's a change in staff structure.
The best result is nothing more than the implementation of a superficial accountability system.
What is "surface accountability"?
That is to say, if there is really a problem with the house, you can indeed find an intermediary, and the intermediary will also find ways to help solve it, but this kind of solution can only be superficial and cannot touch the real content at all.
For example, after signing the rent contract, the tenant discovered that the window was leaking, so he went to find his housekeeper.
The housekeeper will definitely apologize sincerely to you and promise to solve the problem, but the best way is to ask someone to come to your door to find some materials for you to simply seal the window.
Change the windows? Or even change the house and refund the rent?
That is definitely impossible.
Because the root of this matter does not lie with the intermediary, but with the housing group.
As a listed company, the Home Group pursues profits, so no matter what method the intermediaries use to sign a contract with the tenant, the money has already been obtained, so don't let the Home Group spit it out again.
Housing groups will inevitably find ways to shift conflicts to tenants and intermediaries, such as raising rents, selling "responsible services" to tenants, telling tenants that you have great rights, and complaining if you are not satisfied with the housekeeper.
We must deal with it seriously.
When there is a problem and the tenant complains, the housing group will deduct the money of the intermediary (housekeeper). However, the intermediary cannot fully meet the tenant's requirements, so he can only partially solve the problem for the tenant himself, or work hard
Begging.
Although the problems in the house have not been fundamentally solved, for example, most of the air leakage areas are blocked but there is still a small area of air leakage. However, the tenants saw that the agency was so miserable and considered that it would be difficult to get a better result if the trouble continued, so they could only
Compromise and make do.
By making do with this, the home group's goal has been achieved.
Not only did he show himself to be selfless and customer-oriented in front of the tenants, but he also maintained the reputation of "caring butler service" and finally made a profit.
Meng Chang knew these routines very well, and even as soon as the business was launched, he had already thought of the possible developments.
But Meng Chang also knows very well that not everyone is as thief as him.
The "caring butler service" of the Home Group is indeed very misleading, especially compared with other rental companies, it is very competitive.
What's more, the Home Group has done enough preparation and publicity before, and many people's impression of the agency has indeed changed.
If nothing else, the shares of the Home Group will soar as soon as this news is announced.
Meng Chang couldn't sit still.
More than two days may not seem like a long time, but Pei's propaganda method has its most suitable node. If it is done too early or too late, the best effect may not be achieved.
If Meng Chang took action long after the activities of the Zhujia Group came out, would the Zhujia Group come back and say that this was an organized smear campaign against the "Careful Housekeeping Business"?
Will the originally one-sided massacre turn into a war of words with both sides covered in mud?
Meng Chang stood up and walked quickly around the room.
"We can't delay it any longer, otherwise things will change."