Real estate marketing planning case

Regional real estate group headquarters usually includes brand departments and projects. The brand department pays attention to the overall discourse power and influence of the brand in the region, and the project pays attention to the transformation of sales effect.

All-round marketing planning from brand to project-regional brand, with the way of "always online", constantly accumulate strength for the brand; In terms of projects, we provide point-to-point innovative marketing services in the form of "campaigns" to meet the demand.

Regional brand-eternal son provides continuous support. The "brand zone" provides a unified closure for the query of brand words and project words on Baidu, establishes a 24-hour entrance image for online sales offices, and protects people who care about brands and projects from flowing out and directly diverting them to online sales offices.

Especially during the epidemic, all the offline sales offices were closed and could not receive customers. Relying on the long-term attention to network construction, real estate enterprises set up brand areas and online sales offices in official website to retain brand-concerned people, and the traffic increased during the epidemic, providing customers with a storage foundation in March-April after the epidemic ended.

Project-activity "Marketing Planning +X" meets various needs. Through the advantages of Baidu's big data ability and Baidu's media resource integration ability, as well as intelligent marketing advantages such as content, technology and operation, we will combine professional marketing planning ability with these advantages, and use "marketing planning+X"-marketing planning plus various abilities to meet the needs of the project for exposure, transformation, participation and momentum.

1. Marketing Planning+"New Style"

During the epidemic, we planned the theme activity of Diary of a Homeless Person. After staying at home for 30 days, we had unprecedented close contact with our family and found that there were many bugs at home. So we published a tucao article in 100 enterprises, and the number of customers increased by 40% through FEED-GD telepathic push and multi-faceted resource publicity.

2. Marketing planning+"new content"

After the epidemic, the project should be transformed. Taking advantage of the hit drama "Settle down", the theme activity of "Settle down here and live a wonderful life" was planned. This paper analyzes the characteristics of four typical buyers in the play and compares the product characteristics of the project. The article was published in Enterprise 100, which changed the theme of "settling down", made the project successful, and the number of customers increased by 33%.

3. Marketing planning+"new technology"

The project will hold a photo competition in September, and we want to get the participation of target customers to promote popularity. Through "marketing planning+new technology" to undertake technical undertaking for activities-through grafting H5 interaction with the landing page of building block fish to realize technical undertaking, build an integrated activity platform of content+registration+voting+lottery, and realize customer expectations through various resource publicity activities.

4. Marketing planning+"new resources"

Taking advantage of the popularity of the variety show "Actor in Place" and combining the comfort characteristics of the project, the "Comfort in Place" activity was created, and the topic was released through the company's 100-name number, and the 100-name big V participated in the discussion. The publicity of Baidu APP Shenyang City Channel Banner, hot topic list and other resources attracted the attention of the whole city.

In today's increasingly fierce real estate competition, brands and projects need to rely on marketing to break through.