How to do a good job in real estate marketing planning

How to write the real estate marketing plan? From what aspects, let's take a look at Bian Xiao's sharing today.

The main contents of the real estate marketing plan include: 1, marketing theme and background; 2. The purpose of holding this activity; 3. The time and place of the incident; 4. Marketing objectives and participants; 5. Marketing methods; 6. Marketing content; 7. Specific marketing process; 8. Marketing organizer or person in charge; 9. The significance of the activity.

Chapter 1: Foreword of real estate marketing planning scheme In today's increasingly mature commercial real estate sales, real estate marketing planning is becoming more and more important in the process of commercial real estate sales and investment promotion. If the store wants to sell well, pre-marketing planning is essential and must be done well.

The commercial city project is a fine building developed by a real estate development company and will become a classic of new leisure real estate business in Shibei District.

The commercial city is located next to the north square, which is a new project of the real estate development company.

This project covers an area of 7000 square meters. According to the current architectural design scheme, the project consists of a three-story podium (including the negative first floor) and two towers (four floors respectively), with a total construction area of about 1.5 million square meters, an underground garage and equipment room of 1.5 million square meters, a commercial podium of about 8,500 square meters and a tower of about 6,500 square meters.

The total investment of the project is about180,000 yuan.

After the previous market research and analysis, this project is initially determined as a modern multifunctional leisure shopping center.

According to this preliminary idea, combined with the current project status, this marketing enterprise plan systematically analyzes the market positioning and marketing operability of this project. From the perspective of marketing planning, this paper makes a comprehensive and operable discussion on the overall image packaging, marketing organization and operation, marketing promotion, advertising strategy arrangement and sales promotion of the project.

First, the overall strategy of project marketing The overall strategy of marketing is to carefully analyze, scientifically divide and accurately cut into the target market. Through the comprehensive use of marketing strategy, the added value of the project is maximized, the maximum profit of the project is obtained, and the corporate image and project image are comprehensively established and enhanced.

To sum up the overall marketing strategy of this project, it can be simply described as: five ones; That is, establish a new concept, advocate the concept of wealth, refine a distinct theme, start the avant-garde market, and brew a hot storm.

Second, the project marketing objectives and policies are based on this project; Five ones; Overall marketing strategy, the marketing objectives and policies of this project are formulated as follows, as the perfection and enrichment of the marketing work plan of this project.

1. Establish a new concept: leisure shopping business.

2. Advocate a concept of wealth: venture capital, leisure shopping and stable returns.

3. Extract a distinct theme: property-based shops and leisure enterprises.

4. Create an avant-garde market: advocate; Venture capital business and leisure shopping; Abandon the oppression and bondage of the traditional commercial pure shopping environment, mainly for young, cutting-edge and personalized consumer groups, let them experience the leisure business environment, and the shopping theme is clear.

5. Brewing a hot-selling storm: The project will upgrade the traditional business behavior to a modern brand-new leisure business, strive to promote the brand-new changes in the development of commercial real estate market, avoid the competition of traditional businesses, and set off a hot-selling storm in a brand-new market.

Three. Sales target and target decomposition 1. Sales (investment promotion) objective 2. Sales target decomposition four. Marketing stage plan According to the positioning of the project and the construction progress plan, the marketing work is divided into four stages, and the focus of each stage is shown in Table 8-5.

Verb (abbreviation of verb) project sales opportunity and price In order to better reflect the realization of overall marketing strategy and target policy in the follow-up marketing process, the following sales opportunity and price are determined by integrating project element resources and marketing promotion and communication elements and combining project positioning.

(1) Timing and attitude of the project entering the market 1. Timing of entering the market: according to the planning, project progress and marketing preparation, the opening of the market during the housing fair in May 2008 (or September 2008) can seize the opportunity of the spring housing fair in 2008 and the May 1 International Labor Day and set off the first climax of construction; In the National Day, 2008 autumn housing fair, New Year's Day and other important periods set off a new sales climax.

2. Attitude towards entering the market: the whole city and even the northwest region; Wealth real estate, leisure shopping; Image debut, creating a new concept of leisure business investment management.

(2) Price positioning and price strategy 1. Principle of price positioning: price comparison method and comprehensive balance method are adopted.

2. Price Positioning: The average selling price of the whole commercial project is 3580 yuan/square meter, of which the starting price is 3328 yuan/square meter and the highest price is 4000 yuan/square meter.

3. Price strategy: adoption; Open low and walk high; B-type parity strategy, the first stage price adjustment (slight increase) in the first half of the year after the opening, with an average price of 3380 yuan /m2, and the late sales decreased slightly in disguise.

The propaganda strategy and media combination of intransitive verbs (1) The theme of propaganda strategy 1. Personality: commercial city wealth real estate investment business; Is the first and only company in our city to develop business from it; Building products; Rise to; Create a new way of leisure shopping; , advocate; Invest in wealth real estate to obtain stable returns; Investment concept.

2. Location Transportation: The project is located next to the square, with superior location, noble residential landmark buildings and convenient transportation, and it is the first choice for the ideal commercial real estate investment environment in the northern region.

3. Value-added potential: Located in the core area of the key development areas planned by the government, it has good development prospects, low acquisition cost and great appreciation potential, and is the first choice for investing in home ownership.

(2) Media combination 1. Pre-opening period: the brand-new is mainly soft text and advertising; Wealth investment, stable return; In the deep excavation of ideas, newspapers are the main ones, supplemented by television.

2. Strong promotion period after the opening: that is, the important period of project marketing promotion, publicity media; Trinity of newspapers, television and outdoor billboards; Mainly in the form of related magazines and direct mail advertisements.

3. Post-opening image exhibition period: in order to show the image, soft and deep excavation is the main method, and TV and newspapers are the main media, supplemented by forums, public relations, publicity activities, and project investment briefing sessions.

Chapter 2: The real estate marketing plan is different from general commodities, with huge capital investment, short production cycle, appreciation of value and monetary function, sales of semi-finished products, basically no improvement in quality, low entry price, many openings and fierce competition.

With the increasingly fierce competition in real estate, the corresponding marketing planning is also very hot, so planning innovation has become the way to win.

For the marketing planning of real estate, it mainly focuses on consumers' consumption behavior and lifestyle, and innovates in product design, product value promotion, marketing communication, payment methods, etc., in order to stimulate potential consumption demand or compete for existing customers. Its innovation can be reflected in creating a new product (such as the uniqueness of planning and design); Providing service mode (such as domestic property service); Advocate a lifestyle (such as exercise, health, leisure, taste, etc.). ); Create a culture and so on.

I. Future Development Trend On the one hand, real estate has entered the era of brand competition, and the competition in the real estate market has shifted from price competition and concept competition to brand competition. Enterprises pay more attention to the cultivation and utilization of brands.

Therefore, we should pay attention to the continuous strengthening of the brand, export the core value of the brand, and implement the sub-brand strategy under the unified brand; At the same time, advertising awareness should be advanced, promotion methods should be integrated, and all available communication resources should be used to strengthen the concept of products.

On the other hand, the consumer market is becoming more and more rational and personalized. In recent years, the economy has continued to slow down, and residents' income (including expected income) has continued to decline, with affordable psychology dominating; After a long period of advertising immersion, consumers' accidental and impulsive buying is weakened, and rational buying behavior is enhanced; Different types of consumers gradually establish their own standards and preferences for the choice of real estate, and consumers will choose commercial housing faster; Personalization; I will think more about my psychological needs and find a more suitable property.

With the intensification of competition in the real estate market, large-scale and intensive real estate will become the hot spot of future market competition; The market segmentation trend for different consumers is becoming clearer and clearer to meet different types of consumer groups; ; Design era; Beginning to return, developers pay more attention to product development and will pay more attention to the pre-planning and design of real estate.

The means of competition will be all-round and diversified. For example, some large-scale real estate projects have comprehensive competitive advantages, and small and medium-sized ones must also occupy a place in the market with their personalized and characteristic needs.

In the future development process, we will further pursue the realm (such as history, humanities, culture, etc.). ); Pursuit of close proximity (such as being close to business district, high efficiency, station, etc.). ); Pursue cleanliness (light, greening, natural gas equipment, etc. ); Pursue tranquility (low density, ecological landscape platform, etc. ) not only increases the demand for supporting facilities, but also has high brand requirements for real estate developers; There are corresponding requirements not only for design, but also for the living groups and social volume of community residents; Not only do they have requirements for the brand of real estate, but they may pay more attention to the links in the design and manufacturing process.

In the case of further fierce market competition, how to further tap the added value of their own real estate, stabilize prices and attract tourists? How to further deepen the advantages of their own real estate according to the rational purchase demand of target consumer groups, so as to produce target consumer groups; Value for money; This feeling? How to continue to establish its own unique brand personality, break through the encirclement of powerful competitors and continue to set off a new whirlwind in the market? How to adapt; The era of individual housing ownership; New trends? All these force developers to carry out systematic marketing planning.

Second, the whole process of real estate marketing planning is planning first.

In the whole project development process, planning should be put in the first place, including project certification, risk assessment, capital channel, market positioning, planning and design, construction bidding, project management, material selection, image packaging, opening sales, advertising, marketing strategy, property management, brand building, benefit improvement and so on. Planning is based on the corresponding market research, which can be both first-hand information and used. For example, it includes statistical yearbooks of government statistics, bank statistics, statistics bureau, commerce bureau, housing authority, land and resources bureau, tax bureau and other departments to understand and analyze market purchasing power and consumption trends.

Conduct targeted surveys according to different links, such as focusing on the lifestyle of consumers, the real estate situation in the region, and promotion strategies.

The second is that innovation wins.

Marketing planning innovation should run through the whole planning process, including architectural form, layout planning, apartment design, integrated marketing, advertising, public relations activities, property management, financing methods and so on. , such as effective combination with finance in terms of payment methods; In price setting, make effective use of consumers' psychology; Take advantage of consumers' curiosity and hypocrisy in publicity and positioning.

Such as attaching importance to children's education, being neighbors to celebrities, zero down payment, combined sales and promotion of family fun gift combinations: husband sends fitness gift certificates, wife sends beauty gift certificates, children send children's palace courses, and the elderly send comprehensive physical examinations.

At the same time, we should grasp the whole process. In the whole planning of real estate development, every link, every process and every detail is very important.

Such as market research, market analysis, market positioning, market image, marketing and promotion.

The third is to shape differences.

Differentiation can create competitive advantage. In the process of real estate planning, differences should be shaped at different levels, such as architectural style, facade, wind system design, light system design, apartment design, layout space design, functional design, intelligent design and escape design.

In the process of shaping differences, we should weigh the value promotion, eye-catching, novelty and cost, because the purpose of enterprises is profit-oriented.

The fourth is integrated marketing.

On the one hand, real estate enterprises should embody humanistic consciousness in project development or operation, and pay attention to corporate image, project image, employee image, product materials and marketing methods. On the other hand, we should be good at integration, combining and integrating the pricing method, opening price, price strategy, payment method, marketing theme, advertising creativity, media delivery, delivery time, media selection, selling point creation, property management commitment and so on.

Such as the introduction of combined household appliances and combined kitchens; Comprehensive community support, integration of internal and external resources and so on.

Communication, from speculation to speculation appreciation potential, from speculation concept to speculation design and apartment type; From soft articles to single leaves, from TV advertisements to body, radio and outdoor advertisements, we will create creative points in lifestyle and lifestyle.

In brand positioning, according to the consumption pattern and the actual situation of real estate, find the corresponding target consumer groups and be good at cultivating sub-brands of real estate.

Of course, the realization of real estate sales power can not be achieved simply by the output of brand concept. Real products and prices are the key to achieving sales power. Therefore, it is necessary to export diversified product information, enhance the sense of value of real estate, impress more rational consumer groups, inject some new elements into products and give them a fresher image, thus maintaining the freshness of brands.

In short, the future community will pay more attention to the product itself: if the garden is well designed, there will be more leisure space; Reasonable spacing, high utilization rate, good lighting and good air circulation; Large building spacing, open space and broad vision; Community facilities, good property management, preferably closed management; Convenient transportation and shopping make the house a home of culture and creativity.

In marketing communication, we should grasp the mentality of target consumers, aim at people's hearts, do what they like in sales strategy and advertising strategy, and let them buy. At the same time, according to the characteristics of target consumers and products, advertising investment will be more targeted and direct.

On the one hand, the combination of soft writing, public relations and different forms of advertising is innovative in the process of design and delivery; On the other hand, we should effectively grasp the consumption psychology and behavior of the target consumer groups and pay attention to their consumption patterns, so as to carry out corresponding communication and promotion activities in a targeted manner.

Chapter III: Real estate marketing planning scheme Broadly speaking, real estate planning is divided into the following three contents.

If the following work is done by real estate planning companies, it is called real estate whole process planning.

Developers can choose different menus as needed.

1. Pre-project positioning planning: that is, feasibility study of real estate development project, including market research, project positioning, project economic benefit analysis, etc.

Second, the promotion and integration planning of the project: including VI design of the project, advertising scheme design of various media during the promotion period, promotion period, strong sales period and closing period, and planning schemes of various promotion activities.

Third, the sales investment planning of the project: including the training of sales personnel, the preparation of sales manuals, the determination of phased sales prices, etc. The commercial part of the project also needs commercial positioning planning and investment promotion planning.

The core process of the whole planning Now the real estate industry in China has changed from a seller's market to a buyer's market. Combined with the theory and practical operation method of real estate market planning and marketing, the author puts forward the "whole process planning and marketing scheme of real estate", which introduces scientific planning and marketing methods from the initial stage of project land use and gradually implements it in combination with the operation process of real estate industry.

Its core contents include: 1, project investment planning and marketing; 2. Project planning, design and marketing; 3. Planning and marketing of project quality and construction period; 4. Project image planning and marketing; 5. Project marketing and promotion planning; 6. Planning and marketing of project consultants, sales and agents; 7. Planning and marketing of project services; 8. Secondary planning and marketing of the project; The Six Functions of Real Estate Planners With the gradual improvement of the whole process planning theory of real estate, the roles of planners and consultants have been recognized and accepted by real estate developers again.

But they will still be questioned by real estate developers at any time: what is the use of planners or consultants? It is too simple for us to think that a planner or consultant is an idea just according to the literal meaning.

So what does a real estate planner or consultant do? Considering the responsibilities of planners, we think there are at least six functions.

The role of doctors is just like that, in order to prescribe the right medicine and choose the best medical method, doctors must carefully examine patients, and finally draw a correct diagnosis conclusion through comprehensive analysis of various diagnosis results and laboratory reports.

Entrusted by the real estate developer, the real estate planner or consultant makes a detailed diagnosis and analysis of the development project, and after understanding the regional planning, regional economic development level, residents' income, competition in the surrounding real estate industry, regional human and geographical environment, living habits and other information of the project location, aims at; What to build; ? ; How to build it; ? ; To whom; ? And other elements, put forward the concept design orientation of the project and draw the concept plan.

However, housing has a great relationship with the health of residents. Real estate planners or consultants should properly position the project from the perspective of effective market demand and residents' health and comfort.

In order to regulate the real estate market, the state and local governments have promulgated various laws and regulations related to real estate construction, but there are still some problems that cannot be solved by laws and regulations alone, such as the impact of the project on the surrounding living environment (construction noise, shading, etc.). ), land expropriation, the international political situation, the influence of the country's foreign relations and domestic economic development, or the influence of the Olympic Games, WTO and the development of the western region on real estate development, and even the restrictions of urban planning, regional building height and road width. Hellip& amphellip, etc., should take laws and regulations as the criterion or reasonably evade laws and regulations, or mediate, or comply with laws and regulations.

And these real estate developers do not fully grasp.

Financial expert function Real estate developers have funds, but real estate planners or consultants can tell you how to use funds more effectively. Real estate planning or consultant is to plan the whole project for the developer from the developer's point of view to ensure that the project will sell well in the future. The purpose is to get the maximum investment income with the same capital investment.

Its means is not mainly through reducing costs, but through rational allocation of funds &; Mdash& ampmdash Invest money in creative design that can increase the value of the project.

The director function real estate planner or consultant is the bridge and link between real estate developers and design units, construction units, sales companies, advertising agencies and property management companies, and its responsibility is to successfully interpret the concept positioning of the project through the coordination of the above enterprises.

Many people think that the job of a real estate planner or consultant is only to give advice. In fact, when the conceptual orientation of a project becomes design drawings and construction drawings, its important work is on-site supervision. If the design drawing is regarded as a chart, it is necessary to sail in strict accordance with the chart route, and local changes must be approved by the captain. Only in this way can we ensure the accurate implementation of the project concept positioning.

Environmental experts, the so-called environmental problems here are not caused by global warming and acid rain. Big environment; The problem lies in the environmental beautification of residential quarters, the coordination of residential landscape with surrounding street environment and natural environment; Small environment; At the same time, the humanization of residential areas is often reflected by the accessibility of residential landscape.

The composition of residential landscape will greatly affect the future sales of the project. The positioning of landscape style and how to realize it depend on real estate planning or consultants.

It can be seen that real estate planners or consultants are all-round talents. At the same time, the overall planning of a real estate project can not be completed by one or several real estate planners or consultants, but by a team of dozens or even dozens of experts.

Real estate planner National professional qualification Real estate planner refers to a planner engaged in market research, scheme planning, investment and financing management, product marketing, project operation and property management of the real estate industry.

The main work includes: market research and consulting planning of real estate projects; Integrate design, construction, marketing, advertising, services and other resources, and formulate planning schemes; Product marketing of real estate projects; Real estate project operation.

On March 3, 2005, the Ministry of Labor and Social Security officially released it to the public. Real estate planner; The third batch of 10 new occupations are mainly concentrated in, which has aroused widespread concern and great attention from all walks of life, and the related work of standardizing new occupations is also in full swing.

In February 2005, the Ministry of Labor and Social Security organized experts to review the newly declared professional activities, and extensively solicited opinions from relevant parties through social publicity procedures, and finally passed the review.

The establishment of the profession of real estate planner can not only cultivate a large number of professionals, but also solve the urgent demand for talents in the real estate industry; Moreover, it can expand social employment channels and ensure the healthy, sustained and rapid development of the real estate industry, which is of great significance to accelerating socialist modernization.

With the development of the real estate industry in China, a brand-new real estate planning team is emerging and growing rapidly. It is estimated that in five years' time, hundreds of thousands or even millions of people will be employed as real estate planners in China.

June 5438+February 65438+May 2008, sponsored by China Real Estate and Housing Research Association and undertaken by Jiao Fang, China. The first annual meeting of China real estate planners; Held in Peking University.

As the first grand meeting of real estate planners in China, this conference is the first annual meeting since the implementation of the professional qualification certification system for real estate planners in China.

Mark; Real estate planner; This China real estate service group is further moving towards specialization and standardization, which also marks; Real estate planner; This China real estate service group is further moving towards specialization and standardization.

The establishment of China Real Estate Planners Association will establish the ideological territory and spiritual home of real estate planners, fully display the wisdom and grace of China real estate planners, and further promote the standardized and healthy development of China real estate planning industry and even the whole real estate industry.

The position and function of real estate planning first, real estate planning is an intellectual industry in the era of knowledge economy, which can create social and economic value for real estate enterprises.

2 1 century is the era of knowledge economy. A major feature of the knowledge-based economy is the further development of intelligence and intelligent industries, and the knowledge needed by society is much richer than that of any other era.

The value of a successful real estate enterprise depends more and more on its ability to acquire production, distribution and application knowledge from the strategic and left and right sides.

This ability is thought, intelligence, strategy, etc.

When wisdom and wealth are combined, great energy will erupt.

Second, real estate planning plays the role of think tank and think tank in real estate enterprises, and is the personal assistant of enterprise decision makers.

Mainly manifested in: First of all, real estate planning is an extensive contact and practice.

Every link from project site selection to property service involves planning activities.

Secondly, the case of real estate planning is wonderful and there are many means.

In every successful real estate planning case, there are many wonderful concepts, ideas, ideas and means.

Third, real estate planning is active and rich in theory.

Due to the hard practice and hard work of many planners, while creating many wonderful project models and marketing classics, they also combed out many shining planning concepts and ideas and summed up innovative planning theories.

All these provide intellectual, ideological and strategic help and support for real estate enterprises, make suggestions for real estate enterprises and create more economic benefits.

Third, real estate planning runs through the construction of real estate development projects, ensuring the success of project development.

To complete a project cycle, a real estate development project needs to go through a series of processes such as market research, project site selection, investment research, planning and design, construction, marketing and promotion, and property services. Any problem in these processes will affect the development process of the project and even make the project a semi-finished project.

Real estate planning participates in every link of the project. Through conceptual design and various planning methods, the commercial housing developed is marketable and occupies the market. First, real estate planning can enable enterprises to make accurate decisions and avoid deviations in project operation.

Real estate planning is formed after the investigation of real estate project market, and it is the crystallization of wisdom summarized by planners constantly facing the market.

Therefore, it can be used as the staff of real estate enterprises, so that enterprises and entrepreneurs can make more accurate decisions and avoid deviations in project operation.

Second, real estate planning can enhance the competitiveness of real estate development projects, making them a shoo-in and invincible.

In recent years, real estate enterprises have been re-established; Shuffle; The concept is constantly innovating, the development model is constantly breaking through, and nearly a thousand acres of large-scale real estate have appeared one after another, the competition is becoming more and more fierce, and there are many decision makers; Embattled; Feelings.

In this case, real estate planning can give full play to its strengths, enhance the competitiveness of the project and win the initiative.

Third, we can explore and solve the problems of enterprise management and enhance the innovation ability of enterprise management.

If real estate enterprises want to win the market and sell commercial housing, the key point is management innovation.

Planners help real estate development enterprises to carry out management innovation, that is, follow scientific planning procedures and start with the problems of real estate development projects to explore effective ways to solve management problems.

Fourth, the resources of real estate projects can be effectively integrated to form advantages.

To develop a real estate project well, many resources need to be mobilized for collaborative development, such as conceptual resources, human resources, material resources and social resources.

Before the real estate planning, these resources were scattered and disorderly, and there was not even a center.

Real estate planning participates in various resources, clarifies their relationships, analyzes their functions, and helps them unite around the center to form a common goal.

In addition, real estate planning can also predict the future market and meet the specific requirements of residents.

That's what Bian Xiao shared today. I hope I can help you!