Revolutionizing Real Estate Sales Through Livestreaming

In a bold move to adapt to the digital age, housing developers in Vietnam are turning to livestreaming as a powerful tool to sell properties. Nguyen Quoc Cuong, chairman of C-Holdings, recently partnered with a distribution agency to livestream the sale of apartments in Di An, Binh Hoa District, HCMC. This initiative targets young buyers with prices starting at VND33 million (US$1,265) per square meter and a fixed loan interest rate of 5.5% for five years.

Engaging the Digital Audience

The livestream was a resounding success, attracting over 150,000 views, 31,000 comments, and 1,200 prospective buyers who left their contact details. Additionally, the developer reported over 500 bookings during the event hosted on TikTok. Meanwhile, Sunshine Group in the north launched a similar campaign, showcasing a 73-square-meter apartment in Hanoi that drew thousands of viewers and resulted in a winning bid of VND7.5 billion, with a VND500 million discount awarded.

The Future of Property Sales

While online property sales are not new, the direct involvement of developers in livestreaming marks a significant shift. Experts like Dinh Minh Tuan and Pham Duc Toan see this as an innovative marketing strategy that engages younger audiences and generates publicity. However, they caution that traditional sales methods and in-person inspections remain crucial for high-value assets like real estate.