What are the real estate marketing plans?

First, the direct sales channels of real estate

1, advantages of direct selling channels

(1) Real estate developers control the whole process of development and operation, which can avoid short-term marketing behaviors caused by the intervention of some low-quality agents, such as simply selling well-sold real estate, which leads to a backlog of relatively difficult-to-sell real estate.

(2) The direct connection between production and marketing is convenient for real estate developers to directly understand customers' needs, purchasing characteristics and changing trends, so as to quickly adjust various functions of real estate.

2. Weaknesses of direct selling channels

(1) Generally speaking, real estate developers have advantages in centralized development and engineering. Real estate marketing is a very professional job. The direct marketing of real estate developers is difficult to gather talents with real marketing expertise and form the advantages of marketing specialty, which affects the promotion of marketing performance to a considerable extent.

(2) Direct selling by real estate developers will distract the manpower, material resources and financial resources of enterprises and the attention of decision-makers of enterprises. Perhaps it will make enterprises pay attention to one thing and lose sight of another, and both production and sales will be affected.

Second, real estate indirect marketing channels

Real estate developers entrust their real estate products to real estate agents and other middlemen for sale, which is called real estate indirect marketing channel. The indirect marketing channel and the "third" marketing channel mentioned below are paid more and more attention by developers and actively tried.

1, advantages of indirect marketing channels

(1) is beneficial to the development of marketing expertise. Real estate agencies, such as agents, often focus on marketing talents in market research, advertising copy design, on-site sales reception and other aspects to ensure the success of real estate products developed by developers.

(2) It is beneficial for developers to concentrate on alleviating the shortage of manpower, material resources and financial resources, and concentrate on development and engineering.

2, the weakness of indirect marketing channels

(1) At present, China's real estate intermediaries are mixed, with great differences in professionalism and professional ethics. If some real estate developers are confused by the rhetoric of some middlemen with low professional quality and professional ethics, letting them sell as agents will often increase the time cost and reduce the profit of project development.

(2) If the sales performance of the agent is basically consistent with the expected sales performance of the developer, in this case, the sales expenses paid by the developer will be "not worth the loss". The original intention of the developer to pay commission and other sales expenses to the agent is to hope that the agent can help the developer achieve higher sales profits in a short time, so that even if the profits are diverted, it is natural.

Third, the "third" marketing channel

Because of the advantages and disadvantages of direct and indirect marketing channels of real estate, there are also various problems in the cooperation between real estate developers and middlemen in actual operation, so people in the industry explore the third channel, such as joint sales. Real estate developers also attach great importance to and invest in sales, while agents give full play to their own specialties to carry out in-depth planning and optimize marketing channels. The establishment of joint integrated marketing channels aims to concentrate the advantages of developers and agents and avoid the shortcomings of simple direct marketing and indirect marketing. The key to its successful operation lies in the sincere treatment and benefit sharing between developers and middlemen, which depends on the superb professional quality and excellent professional ethics of middlemen.