Revealing the secret of real estate sales: We were tricked before we bought the house!

Developers studying the mentality of home buyers is a very important way to improve marketing strategies. This article analyzes in detail how developers research home buyers.

1. Identify the different types of visiting customers:

1. The industry’s aggressive type

You should keep an open mind, and the other party will not take the initiative or rush to contact you. , don’t just sit on the sidelines.

2. Real estate inspection type

This type of customer has no clear purchasing goals and plans, but has already had the idea of ????purchasing a property. You can take the initiative to recommend, but don't stare too long to make you nervous or wary.

3. Be confident

Have clear purchasing goals and plans, and be attracted by advertising through friends, newspapers, TV, etc. Customers’ purchasing intentions and motivations should be quickly grasped, and too many lobbying and suggestions should not be used to avoid offending customers and causing sales interruption.

2. Grasp customer purchasing motivations:

In order to create customers through good services, you must first understand the customers, grasp the purchasing motivations and psychological characteristics of different customers, and thus provide customers with Provide more complete, high-quality and effective services.

1. General purchasing motivations

1) Instinct purchasing motives - purchasing motives caused by physiological instincts;

2) Psychological motives - rational motives , emotional motivation;

3) Social motivation.

2. Specific purchasing motives

Purchasing motives for pragmatism, purchasing motives for low prices, purchasing motives for convenience, purchasing motives for security, purchasing motives for beauty, purchasing motives for excellence, and seeking reputation Purchasing motives, novelty purchasing motives, comparison purchasing motives

3. Customer personality types and coping strategies

1. Impulsive type

Characteristics: impatient, outspoken, He has a restless and fickle mind, and often makes decisions based on impulse.

Key points: Calmly observe and judge the psychological reaction. Use a bright sales tone, avoid nagging, and focus on the negotiation atmosphere and overall appeal.

2. Calm and Steady Type

Characteristics: Usually have a wealth of knowledge about home buying, have a good understanding of the house itself and the market conditions, are calm and steady, thoughtful, listen attentively, carefully seek verification, and are thoughtful .

Essentials: Have a comprehensive and profound understanding of the real estate, use a normal mind, take the trouble to explain the characteristics, quality, developer strength, etc. of the house in detail, provide objective information and proof from the heart, and speak with reason and evidence. , relying on rational judgment to gain the trust of customers.

3. Suspicious and Cautious Type

Characteristics: Many questions, serious appearance, indifferent reaction, repeated reading of property brochures and sales materials, cautious words, difficult to gain trust.

Essentials: Explain the advantages of the house in detail, start from small things, cultivate confidence, impress him with a cordial and sincere attitude, chat with him about daily life, understand his financial situation and reasons for shopping, get closer to him, and make him let go Be wary.

4. Hesitant type

Characteristics: The spirit and movements are erratic and elusive. After thoroughly understanding the real estate and sales information, he has become interested in the house but is still undecided. To buy or not to buy; whether to buy high-rise or low-rise, etc.; When speaking, the eyes keep moving.

Key points: Rely on the understanding of the client's situation, help him make a decision without hurting the other person's self-esteem, and make the choice for him from the perspective of a real estate expert and a friend.

5. Decisive type

Characteristics: active movements, strong direct gaze, loud and clear voice, rich expressions, and confident and determined style.

Essentials: Listen carefully, and after grasping the customer's points of interest, make targeted recommendations and pay attention to comparisons of property types, prices, etc.

6. Ignorant type

Characteristics: Know nothing about home buying, have many and complicated questions, and even ask many questions unrelated to home buying, and listen well.

Key points: Take control of the negotiation scene, answer their questions in detail as much as possible, and explain the sales level of the property. And put forward credible and powerful sales performance, quality assurance, etc., with a kind and sincere attitude, and do not make them feel oppressive.

7. Picky type

Characteristics: Strong subjectivity, meticulous thinking, like to find faults, often picky about building materials, planning, environment, room type, seating orientation, public facilities etc. to express subjective opinions.

Essentials: Give appropriate compliments and do not argue with them. You can emphasize the discounts on the house, payment methods, etc. During the negotiation, you should ask more "Why?" in order to better understand his thoughts and prescribe the right medicine.

8. Arrogant type

Characteristics: arrogant, domineering, putting on airs, often rejecting others, being dismissive and arrogant.

Key points: Use a sincere, humble, friendly and clear attitude, smile, and do not show your arrogance, impatience or even disgust. Use the quality and taste of the property to specifically highlight the customer's status and identity. Or it can set off their honor, stimulate their vanity, and trigger their desire to buy.

9. Herd type

Characteristics: The herd mentality is quite strong. They often ask whether the house is easy to sell, how much it sold for, who bought more, how many houses are left, and pay great attention to the scene. Transaction status.

Essentials: Selectively promote the advantages of the real estate, create an atmosphere such that you are very busy, have many customers, and the number of real estate units is limited. It can also imply that price and value increases are imminent and the opportunity cannot be missed.

10. The petty and cheap type

Characteristics: Taking some trivial matters very seriously, saving only a few cents, caring about whether there are discounts and discounts, Are there any gifts, etc.?

Tip: Use discounts or gifts appropriately.

11. The lady-in-charge type

Characteristics: The decision-making power of buying a house lies with the woman. Women talk a lot and are in a dominant position, while men tend to be silent or agree with the woman.

Key points: If it is a female real estate consultant, it is best to talk to her as a sister, introduce the characteristics of the house to her in detail, and pay attention to the customer's preferences when speaking, and create "the same language" to let her It takes a liking to you. Business consultants, whether male or female, must not ignore the man's opinions, because it is possible that at a critical moment your respect for him will cause him to say good things for you, at least he will not say anything unfavorable to you.

12. The man-in-charge type

Characteristics: Just the opposite of the "lady-in-charge type". Everything is centered on the man, and the woman is silent or goes along with it.

Key points: Similar to the "lady-in-charge type".

IV. Purpose and response strategies of customers purchasing houses

1. Investment type

Characteristics: Use the idle funds on hand to achieve "money generation" through investment For the purpose of "money", this type of customers has no age limit.

Essentials: First of all, we must tell customers that real estate is an investment product with stable income and more value-preserving and value-added properties than any other commodity; it fully reflects the location value (transportation, environment, supporting facilities) and price advantages of the real estate. , by introducing future development, clarifying how much money customers can earn through price comparison, and embodying the concept of "low investment, big return".

2. Retirement type

Characteristics: No worries, just want to find a place with easy living environment, convenient life and complete supporting facilities to spend their old age. This type of customers are mainly middle-aged and elderly people. People dominate.

Key points: Due to the serious global aging trend, the government’s support for the development of elderly undertakings mainly reflects the supporting facilities, transportation, medical care, climate, environment and development concepts for the elderly around the real estate.

3. Health care or leisure vacation type

Characteristics: This type of customers have their own fixed income and their own career. They belong to the category of taking a break from the busy schedule. They are mainly members of party and government agencies. , corporate executives in large and medium-sized cities, some technical backbones, private company owners, and famous companies have regular vacation personnel, mainly middle-aged people.

Essentials: Reflect the health care facilities, environment, climate, scenic spots, and transportation, and take health care as the purpose, and gradually transform and guide it in the direction of future investment and retirement care.

4. Immigrant entrepreneurship

Characteristics: Mainly concentrated in young and middle-aged people in relatively remote and resource-poor cities. Some customers consider shops to settle down and do business.

Essentials: Mainly reflects the strength of Nanshan Group, a brief introduction of each enterprise, the future development of Nanshan Group, as well as employment needs and principles of employment arrangement, Longkou’s economic level and future development trends, surrounding people consumption level and population size.

5. Customer analysis and management

1. Customer filtering

Potential customers come from several sources: from the advertising activities carried out by the company It mainly includes: newspapers, TV, posters, single pages, text messages, promotion meetings, real estate exhibitions, etc.; after passing the real estate project and being interested in the area; coming from the introduction of relatives and friends by the customers who have purchased the house; active discovery and excavation by the relevant personnel of the company ; Contact nearby neighbors or directly visit the seller, etc. Then business consultants should carefully filter the large number of customer groups, divide them into several levels according to their abilities, wishes, and needs, starting with the most likely customers. In short, the purpose of filtering is to classify customers into categories through customer understanding and customer registration management, formulate corresponding sales strategies, shorten transaction negotiation time, thereby improving work rate and transaction rate.

2. Pre-sales tracking management

The purpose is to strengthen the customer management standards of business consultants so that the company can more confidently analyze and manage customers and better serve customers. Business consultants facilitate deals and improve sales performance.

1) The customer registration form must be filled in carefully every day, and the filled-in content should be accurate and detailed;

2) The customer status of the day should be reported in a timely manner during the daily meeting to avoid conflicts over customer grabbing; < /p>

3) After the customer completes the transaction, the customer information form should be submitted to the company in a timely manner for data backup management and continued customer tracking;

4) Register the customer visits for the customers received and report to the supervisor After backing up the signature, it will be regarded as a valid customer;

3. After-sales tracking management

Many real estate consultants are prone to make the same mistake, which is to complete an order with a certain customer After the transaction, you no longer keep in touch with them, thinking that the task has been completed. This is very inappropriate. Because old customers can be said to be the most valuable asset in our real estate marketing work. An excellent business consultant often leaves a long-term and profound impression on customers because of his excellent language skills and professionalism, so customers will definitely entrust him again or introduce him to their friends. New customers introduced by old customers have a great chance of closing deals.

Therefore, we should keep in mind that today's customers are not just simple buyers, they are living advertisements for the property, your best salesmen, and will have certain social impetus for the promotion of our properties in the future.

So, how should we follow up with old customers?

(The above answer was published on 2015-12-22, please refer to the actual current relevant home purchase policies)

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