デジタルマーケティングについては、戸建関連のカテゴリー別ポータルサイトとして、土地探しサイトの「e土地net」、施工例サイトの「e注文住宅net」、平屋特化型サイトの「e平屋net」、建売物件に特化した「e建売net」、多種多様な住宅ブランドのカタログを電子カタログとしてまとめた「eマイホームnet」、土地査定サイトの「e土地査定net」などを開設し、住宅購入希望者等に各種情報を提供することで多方面からの効率的な集客を実現している。■ Business Overview of Lib Work＜1431＞
2. Features and strengths
As a feature and strength of the company, they provide high-quality detached residences, actively collaborate with popular brands from different industries to expand their customer base and sales channels, and utilize their unique customer acquisition methods focused on digital marketing, directing customers to model houses to enhance synergy with exhibition halls and increase orders. In the digital customer acquisition for the fiscal year ending June 2024, the digital customer acquisition increased by 148% compared to the previous period, and the number of exhibition hall visitors increased significantly by 154%.
Regarding digital marketing, they have established various category-specific portal sites related to housing, such as the land search site "e Land Net", the construction example site "e Custom Order Housing Net", the single-story specialized site "e Single-story Net", the pre-built property specialized "e Pre-built Net", and compiled catalogs of various housing brands as electronic catalogs on "e My Home Net", also opened the land appraisal site "e Land Appraisal Net", efficiently attracting customers from various sources by providing various information to those interested in purchasing a house.
As a fan marketing method, the YouTube channel "Lib Work ch" established in January 2020 had 0.09 million subscribers and 50.47 million total views as of the end of June 2024. They plan to increase exclusive YouTube creators, expand categories such as remodeling, interior design, and architects, and have also opened the YouTube channel "Lib Work IR" targeting investors. Furthermore, their owned media "Lib Times", established in February 2022 to provide highly specialized information about home building, has articles in collaboration with external curation media from 5 sources (LINE NEWS, YAHOO! JAPAN, SmartNews, News Suite, and Ranano) as of August 2024.
The benefits of utilizing digital marketing include not only enhancing synergy with exhibition hall customer acquisition but also significantly reducing overall advertising and publicity costs compared to the common exhibition hall method, enabling easy nationwide deployment due to no dependence on specific areas, and easier collection of a large amount of up-to-date land information. They also plan to continue expanding numerous specialized websites as high-specialized customer acquisition tools on the Web.
Other features include deploying large-scale shopping center indoor in-shop style exhibition halls that can expect numerous customer acquisitions and high efficiency in acquiring potential customers, advancing the internalization of the 5 main trades (sanitary facilities, foundation work, construction work, siding work, and ground improvement work) as a strategy to improve the group's gross margin, promoting the efficient operation of construction management through active use of DX, and establishing stable timber procurement within the group by acquiring the wood processing company (Sai-no-Kuni Mokuzai Kogyo) as a subsidiary.
(Authored by FISCO guest analyst Masanobu Mizuta)
