Into the 21st century, science and technology in the real estate industry is extremely hot. 2016 is the first year of VR. In addition to gaming, film and television, education and other industries, VR has also been joined in the real estate industry, and VR technology has been applied to VR house viewing. Two years later, is VR viewing a gimmick, or does it really meet users’ needs?
Major enterprises in the real estate industry are competing for “VR house viewing”
Combined with the hot current situation of overseas and tourism real estate in China, VR viewing can exactly solve the problem of users buying property in different places. VR technology makes house-viewing novel and fashionable, and many users report that house-viewing by VR reduces costs in terms of time and space. In addition, from the perspective of the real estate industry, VR viewing also reduces a lot of capital investment for enterprises. It is understood that to build a set of entity model room, probably in the price of tens of thousands, hardcover words to spend millions, and VR model room cost only 200-500 yuan per square meter. Such temptation has also attracted a number of enterprises into VR house.
In recent years, real estate companies such as Lianjia, Greenland Real Estate, Meifang Yunke and Conductor, as well as technology enterprises serving real estate developers, have set up a layout in the VR field. Among them, Meifang Yunke is a company focusing on real estate virtual reality, which went public in April 2016. The current product solutions of Meifang Yunke company include VR sample room, meifang Circle of viewing platform, HVR interactive sales system for real estate agents, etc. Conductor is a professional virtual display content company that provides multi-scene VR solutions for real estate marketing. Whether it is marketing field or outreach point, offline channel or online promotion, it can make use of advanced VR technology to provide low-cost, high-quality marketing materials for real estate projects, as well as efficient and practical marketing tools.
In addition to these technology service providers, many real estate groups have also devoted considerable efforts to VR. 58 group in the feeling of the VR checking products such as maximum threshold, simplifies the VR technique in reducing the VR tool cost on the basis of the improved shooting VR technology, let the real estate agent in 10 minutes can easily complete a set of complete housing panoramic recordings, this not only reduces the operating costs of intermediary companies, also improves the speed of the VR showing the promotion.
Greenland Real Estate has promoted VR technology to the level of the group’s development strategy, and plans to introduce VR equipment into its various projects to promote project sales. Data shows that the number of users experiencing THE VR function of Greenland Linkin Park has exceeded 3000 person-times just one week after the project used VR viewing product “virtual arrival”.
In the Geek Park Rebuild2018 Technology Business Summit held in Chengdu on July 21 to 22, 2018, “Shell Housing APP” launched by Beijing Lianjia company in late April won the award of “Intelligent Business Innovation TOP20 warm technology Innovation” by virtue of its VR housing technology. The positioning of Shell Zhaofang this time is to use technological innovation to improve residential services, so it can be seen that the strategy of lianjia upgrading Shell Zhaofang and promoting VR viewing is feasible and effective.
According to shell to find room, hui new vice President, such as division general manager Chen sharing, APP VR functions from shell to find room in chengdu, VR the per capita housing residence time up to 381%, compared with the ordinary image availability also browse housing per capita to 180%, using VR the checking function of users per capita the checking efficiency up to 140% within 7 days, Even the use of VR tape viewing function translated into business opportunities for real estate brokers increased to 215%. The amazing data fully reflects people’s curiosity and acceptance of VR viewing.
Obviously, through the above cases, it can be seen that the achievements of major enterprises in the real estate industry in the field of VR technology are obvious to all. However, it has to be said that the problems can not be underestimated.
Behind the “VR viewing” scene, the road ahead is still full of obstacles
VR technology is not yet mature for the real estate industry at the present stage. Real estate developers involved in VR viewing technology and technology enterprises serving real estate developers should conduct in-depth research in vertical fields during the rapid growth period of VR, and do solid content instead of blindly following the trend. The focus of real estate developers and technology enterprises serving real estate developers lies in the development of software content for customer docking, but the real core competition barrier is still in the hardware of VR technology. In the short term, there are three problems in the promotion and practice of VR house viewing:
First, the quality of the picture is not clear enough due to the immaturity of the technology and users are disappointed. There have been media reports that some real estate companies have problems with VR house viewing, and the high-tech EXPERIENCE of VR function provided by some real estate companies is not as good as expected, not only with high delay, but also with unclear video quality. In fact, many users reported seeing distorted images and even felt dizzy as the video Angle changed. After investigation, it was found that the reason for this situation was excessive data compression. The original intention of the technicians was to allow users to browse the videos smoothly, but they ignored the quality of the videos. It can be seen that the lack of technical consideration leads to the reluctance of users to buy VR technology, and the upgrade of VR technology in the later stage needs to be substantially invested. Real estate developers involved in VR technology and technology enterprises serving real estate developers should speed up the pace of VR technology upgrade.
Second, the 3D panoramic viewing of “fake VR” has not been convinced by users. As we all know, VR experience refers to the ability to feel physically, move freely in the virtual world and interact with the virtual environment. However, at present, many real estate enterprises present more “3D panoramic house inspection” to users, rather than real VR technology. For example, some technology service providers have been under the banner of VR viewing, providing users with 3D panoramic pictures, 3D modeling and so on.
For many don’t understand the VR consumers, real estate developers to provide these services in the marketing content in addition to make consumers to question VR technology, and even make the resistance of VR this new thing, is that consumers are not satisfied with behavior will eventually bring VR + the whole development of the real estate industry significant adverse effects. The difference between 3D panoramic house viewing and VR experience is worth pondering by real estate practitioners. Some real estate enterprises that provide users with 3D panoramic house viewing in the name of VR gimmick are afraid of the consequences caused by public opinion if they fail to stop the behavior of confusing users.
Third, VR viewing cannot run through the whole transaction. Even though VR technology is already on track, real estate is a major transaction product, and remote viewing is only a small part of helping consumers improve their viewing experience. According to the analysis of the current real estate market, although VR viewing experience has surpassed the traditional viewing experience, it cannot completely replace the traditional viewing experience. The reason is that VR viewing is mainly to help users screen housing resources and find the desired housing resources more quickly. After can use this one function, the user still can put forward the requirement that see a house on the spot. Therefore, VR viewing may not play a big role in the transaction process, but only help users experience a cutting-edge VR technology novelty.
After the problem appears, the enterprise should correct and upgrade after understanding. In the era of rapid consumption of science and technology economy, enterprises that introduce real estate science and technology can only stand firm in the industry by quickly discovering and responding to problems.
Who will cook the wine in the prosperous VR open house market?
Total investment in real estate technology start-ups in the Asia-Pacific region is expected to reach $4.5 billion by 2020, with China and India currently leading other markets based on investment quotas and total number of deals, according to a recent research report by Jones Lang lasalle, a leading global real estate services firm. It can be seen that real estate technology will greatly promote the development of the real estate industry in the future, and various remaining problems such as unclear picture quality and vertigo caused by distorted picture in VR house viewing will hopefully be solved.
In addition, more and more real estate developers and technology enterprises serving real estate developers on the market have begun to popularize VR viewing, and many real estate agencies have also begun to change their strategic publicity. It is believed that new upgrading schemes of VR viewing in technology will be released in the competition of many real estate companies. However, no matter how considerable the future prospect of VR viewing is, the key is to see how the real estate industry will do it well.
On the one hand, fluctuating housing prices in recent years have led consumers to take a wait-and-see attitude towards the real estate market. In order to break this deadlock, real estate practitioners must take the initiative to find and seize the potential demand of consumers, so it is particularly important to have a sensitive sense of the real estate market and master the application ability of Internet technology.
“Internet + science and technology + real estate” is obviously a brand just shuffled by the market, and the upgrade of science and technology is imminent. At present, there is still a certain market for real VR house viewing. The key is how practitioners control the positioning of VR and the market role VR should play. It is particularly important to improve user experience in terms of technology, which is also what all real estate practitioners entering the VR field should consider. In the future VR technology upgrade, users should be able to enjoy the real scientific and technological effects brought by VR in the process of experiencing VR house viewing and publishing.
On the other hand, the pace of real estate technology development, in addition to the pursuit of fast, should ensure the quality of speed in the fast speed. For the generation and development of VR house viewing, we should not be limited to actively promoting to consumers upon discovery, but should think twice about a series of problems that may be caused after promotion. The real estate industry belongs to the service industry, and the title of science and technology in real estate is to make the national life more convenient, rather than to let consumers find and experience emerging products and then have resistance to their indifferent experience, which may eventually lead to consumers’ abandonment.
That is to say, if such behavior at the edge of consumer acceptance is not well controlled, it will not only make consumers disappointed in VR technology, but also likely to affect the development of the whole real estate technology industry in the future. Therefore, the whole industry should attach great importance to the promotion of science and technology in real estate industry.
In general, according to the current development of real estate in China, it remains to be seen whether the real estate industry can seize the opportunity of the era of science and technology to strengthen the correct guidance of VR viewing technology service, and where this technological revolution and exploration of consumer psychology will go.
Article/Liu Kuang public account, ID: Liukuang110