Chengdu Luwan Jinshang is on display at 9 PM. After just finishing a customer meeting, marketing director Li Li (pseudonym) and her team are preparing for a live broadcast.We see a real estate consultant skillfully starting a robot-like device, setting up a phone, and the robot begins its “live streaming work”.The AI robot first introduces the project’s brand hall, then moves to the sand table area for an introduction, and then to the model units…The phone is live streaming the real-time situation of every point in the project, and the number of fans entering the live broadcast room is continuously increasing.This has been the way Li Li’s team has been conducting live broadcasts for a month through this novel and modern method.However, just over a month ago, the live broadcast team of Luwan Jinshang was still using the most traditional way to conduct live broadcasts.A fixed live broadcast station, a quiet corner of the project, and a carefully constructed live broadcast background.Every day, the project would designate two eloquent real estate consultants to meet everyone in the live broadcast room at 9 PM.But even extending the live broadcast duration to 3 hours, going deep into the night, they still could not attract home buyers to stay.“The data from the first few sessions was okay, but as time went on, the traffic decreased, and viewers often stayed for less than a minute,” Li Li said. Compared to some shopping live broadcasts, real estate live broadcasts seem to struggle to attract mainstream traffic, even though everyone is doing their utmost to promote the project, the live broadcast data is not ideal, and transactions in the live broadcast room seem to be getting further away.
01
Pain Point: Customer Acquisition is Becoming More Difficult, Traditional Live Streaming is in Trouble
In the era of single projects, the cost of acquiring customers through traditional channels is increasing, and it is becoming more difficult to acquire customers. Precise traffic means valuable potential customers. More and more real estate companies are trying to solve customer acquisition issues through live streaming, but the vast majority face a tricky and awkward situation:After dozens of live broadcasts, the popularity of the live broadcast room still does not increase, with very few viewers, sometimes only a few or a dozen people.Research institutions have shown that among 5000 real estate live broadcasts, those with an average duration greater than 70 minutes had an average audience of 496 and an average of 50 comments, accounting for only 10%.Some real estate companies, in order to make the data look good, spend their own money to buy traffic to inflate the number of live viewers. The data looks good, but they also spent money without bringing in real potential customers.Real estate live streaming seems to have become a form of procedural operation, consuming time, effort, and funds without the expected results.On the other hand, in previous live broadcast scenarios, in addition to the host, a series of staff such as operations, scene control, and customer service were also needed. A live broadcast required a lot of time and effort for planning, equipment maintenance during the live broadcast, and post-event video editing and data analysis, leading to continuously rising traffic costs and an unsatisfactory return on investment.Analyzing the fundamental reasons for the inefficiency and low traffic of real estate live streaming, we can find some clues:The first reason is the “scissors gap” between customer acquisition costs and conversion efficiency. Traditional channels (advertising, platform traffic) are expensive, and the cost of leads remains high; moreover, the quality of leads varies, leading to a serious imbalance in the return on investment.In this situation, real estate companies hope to solve customer acquisition issues through the “short and quick” method of live streaming. This brings about the second problem – how you conduct the live broadcast determines the effectiveness of your live broadcast.Currently, the main issues with manual live streaming are:Inconsistent professionalism: The hosts have varying levels of skill, and the explanations differ, making it difficult to ensure professional output.Time constraints: Human hosts have limited energy and cannot broadcast around the clock, missing out on a large number of potential customers during non-peak hours.Inefficient interaction: Hosts struggle to balance explanations and real-time interaction, leading to delayed responses to questions and poor user experience.This makes it difficult to achieve breakthroughs in the density and quality of live broadcasts.When viewers lack a sense of experience and empathy, and cannot even feel the distance from the master bedroom to the kitchen, how can they make a million-dollar decision to buy a house?
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Breaking the Deadlock: A 24-Hour Tireless Employee: Host + Filming + Operations + Scene Control
Recently, a new type of live streaming method based on AI technology is being accepted by more and more real estate companies. In Chengdu Luwan Jinshang, it does not receive a salary but can live stream tirelessly 24 hours a day, becoming a “new employee” of the project.
It is equipped with a dedicated large model for the real estate industry, capable of generating professional live broadcast scripts with one click, transforming into a knowledgeable gold medal host, and engaging in intelligent, real-time deep interactions with the audience.Before going live, you preset standardized, high-quality live broadcast scripts for it, and it can provide high-level, precise explanations. The robot’s script knowledge base can also be updated in real-time based on project conditions.Even more impressive, this “new employee” can automatically scan the on-site environment, freely set explanation points and tour routes. This is a significant improvement over the previous fixed-position live broadcasts.Multi-point tour live streaming can provide viewers with a richer visual experience, increasing the sense of presence and experience.Real estate consultant Xiao Qiang, who was a “host” in the era of manual live streaming, feels a noticeable change after the robot host took over:“In the past, our energy was limited, and outside of live streaming, we had to receive clients, so we could only broadcast for a while during lunch or after work. Now this robot can live stream 24/7, especially during the late night to early morning hours, capturing peak traffic. We are more relaxed, and the results are even better!”A set of data just happens to support Xiao Qiang’s point. According to the live broadcast backend data statistics, from 0:00 to 6:00 on June 12 this year, the live streaming robot achieved a record exposure of 12,635+, with a total of 2,500 viewers. This data indeed far exceeds other time periods.
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How to Choose the Most Reliable AI Live Streaming Robot?
In recent months, AI live streaming robots have appeared in various sales offices across the country, but the live streaming effects vary significantly. There are several main issues:
Problems
Due to limited live streaming perspectives, the live broadcast images are highly repetitive and relatively stiff.When encountering slight unevenness in the images, the live broadcast images can easily shake.Some AI live streaming robots on the market do not support importing live broadcast scripts, and the AI live streaming voices are not realistic enough, affecting the viewer’s experience.Lack of long-term continuous support services and professional operational strategies limits the ability to maximize the value of AI live streaming robots.So how should we choose from the many types of AI live streaming robots on the market?First, look at the core hardware capabilities of the robot.The hardware capability is key to whether the AI live streaming robot can perform effectively, so it is essential to choose a solution with outstanding core hardware capabilities.Try to select hardware solutions that can build automatic cruising and live broadcast point maps, supporting centimeter-level positioning and precise navigation, ensuring stable live broadcast images and accurate routes.Support for instruction-based exploration and intelligent obstacle avoidance capabilities can ensure that the robot responds to barrage instructions, goes to designated points, and avoids obstacles intelligently.
Second, look at the core software capabilities of the robot.The characteristic of AI live streaming robots is to be intelligent and professional, so it is crucial to choose a software solution based on a dedicated real estate language model, which can generate professional and recognized live broadcast scripts.Additionally, when selecting the AI live streaming voice, it should be close to or clone a real human voice to enhance immersion and personality.Moreover, AI live streaming solutions that support intelligent interaction and Q&A will definitely be more popular.Third, check if there is a professional operational support team.The threshold for live streaming is not high, but to do it well requires a professional operational support team, systematic operations from account positioning to scripts, marketing strategies, interactive themes, and traffic plans. Every detail can be significant. It is essential to choose a professional live streaming operational support team to ensure that technical tools and marketing actions can perfectly match.In summary, a reliable AI live streaming robot needs to meet three criteria: strong hardware capabilities, strong software capabilities, and professional operational support services.
Conclusion
AI live streaming robots represent a new attempt by marketers in the real estate sector to adopt a new precise customer acquisition method in the current marketing cycle. The introduction of AI live streaming robots is not only a tool for cost reduction and efficiency improvement but also has the potential to build strategic assets for real estate companies in the era of existing stock. It upgrades real estate marketing from a labor-intensive, uncertain “workshop” to a low-cost, high-efficiency, 24/7, data-driven automated system.Marketers will also gain:A tireless gold medal salesperson: 24/7 professional explanations, continuously creating sales opportunities.A cost-effective customer acquisition channel: transforming offline spaces into continuous sources of incremental leads.An efficient customer screening funnel: automatically filtering out invalid information and delivering the best customers to sales.Let us embrace the AI-driven new marketing paradigm and seize the competitive advantage in the fierce market competition.