Real Estate Case Vanke — Live Streaming Operations Capability Building Program
Project Overview
During the pandemic, Vanke rapidly adopted live-streaming as a core marketing channel across multiple residential developments. As live streaming became an essential tool for customer engagement and property showcasing, Vanke recognized the need to systematically upskill its live-streaming teams to ensure consistency, professionalism and sales effectiveness.
Prothink was engaged to design and deliver a customized live-streaming capability building program, empowering frontline teams with practical skills, structured processes and hands-on experience.
Program Structure
The program was delivered in three phases, combining classroom learning, on-site live-stream practice and mobile learning formats (“Bus Classroom”), ensuring strong integration between learning and real-world application.
Key Focus Areas
- Live-stream property viewing flow and on-camera walkthrough design
- Live broadcast launch and operational processes
- Live-stream scripts and communication design, including:
- Property model and floor plan explanations
- Surrounding area and community highlights
- Audience interaction and engagement
- Co-host coordination and role alignment
- Camera positioning and shooting techniques
- Live-streaming presentation skills training and coaching
- WeChat Channels (Video Account) operation strategy
Learning Design
- Professional facilitators with strong live-streaming and real estate experience
- On-site practice and real-time coaching during live broadcasts
- End-to-end capability building covering preparation, execution and post-stream optimisation
Outcomes & Impact
- In the first year, successfully enabled a 20+ member live-streaming team for a Vanke real estate project in Guangzhou
- Supported the project team in launching and operating live-stream property marketing with greater confidence, consistency and professionalism
- Established a replicable live-streaming capability model for future projects