Research on Real Estate New Media Marketing Strategy Based on Consumer Behavior Characteristics

The rapid development of network information technology not only changes people's way of life but also profoundly affects the marketing methods of all walks of life. The rapid development of new media has brought new development opportunities to real estate marketing. Based on the consumer behavior model SICAS, this paper finds the characteristics of target customers, realizes precise marketing through new media such as WeChat, short video platforms, live broadcast platforms, etc., and plays an important role in grasping customer characteristics, improving customer experience, responding to customers in a timely manner, and meeting individual needs, role, and formulate marketing strategies to ultimately achieve the company's marketing goals.