Real estate planning

Article 1 Responsibilities of Real Estate Planning:

According to the company's strategic development, assist the operation center in planning, coordinate the overall planning scheme and implementation of the development business of characteristic towns and rural complexes, assist the operation center and the company's strategic business center in landing projects or business plans of core products, be familiar with the overall process of real estate and cultural tourism project development business, understand all kinds of policy information of real estate and cultural tourism industry, and be able to independently write project concept planning reports and conduct local market research.

Requirements:

1. Investigate the market and surrounding environment of the commercial market of the target cultural tourism project and make investment analysis;

2. Have professional knowledge of product positioning, market positioning, target customer orientation, image positioning, function combination, investment planning, commercial operation and other processes of commercial cultural tourism projects to realize property value;

3. Be responsible for the special investigation, market analysis and case study of commercial formats, and be able to complete the writing of special planning cases;

4. Communicate with design institutes and investors.

Real estate planning 2 I. Activity background

According to the project plan of MCC's Upper House, the "Spring Festival Carnival, House Inspection and Gifts" will be held on 20xx 65438+ 10/4 (Lunar calendar1February 2 1 day), that is, when the Spring Festival comes, to present new and old customers with New Year gifts.

Second, the purpose of the activity

1, creating a new year's market fever and strengthening market attention;

2. Deepen the deep impression of new and old customers on this project through activities, and convey project information, etc.

3. Create a warm atmosphere through on-site activities, gather popularity and quickly accumulate customers.

Third, the concept of activity.

1, pay attention to the cohesion of popularity and create the quality of "MCC";

2. Increase the "New Year's Carnival" atmosphere of the activity as a whole, and fully reflect the significance of the activity of "seeing the house and giving gifts";

3. Set off the "fun" of the "Spring Festival" and create an atmosphere activity related to "seeing the house and giving gifts";

4. Let more distinguished guests deepen the good impression that MCC is still a garden;

Fourth, the activity address

Xinyang Yangshan new area zhong ye Shang yuan marketing center former site

Verb (abbreviation of verb) I-word duration

20xx 65438+ 10 month 14 8:30 —— 17:30.

Sixth, the object of activity.

Potential customers for viewing and buying houses

Seven. Activities and project preparation: (June 9, 65438 to June 3, 65438 +03 benchmark preparation)

Planning: Guo Sen 1500376060 1

65438+1October 9: Project planning report of this activity.

Reach a preliminary cooperation intention and determine the activity plan.

65438+1October 10: Set up the project team for this activity.

Identify all performers of the project activity.

Structure of the activity execution team:

General Counsel: (Party A) General Planning: Zhou Yang

Wen Gu: (Party A) Event Director: Li Jiawen.

Field affairs: Guo Shusen, Jin Hai, Fan Deliang, Tao Ran, Zhang Hao.

Zhou Li Wang Huazhang Garden

Determine all kinds of materials, equipment, personnel and other preparations.

65438+1October 1 1: The project is formally prepared for implementation.

Site layout plan

65438+1October 13: Site layout of the event (preparing the agenda)

The whole scene is set to welcome the Spring Festival, highlight "China Red" and take "Carnival" as the theme. The outfield provides a place for customers to play and have fun, showing a lively scene; The infield (the first floor) has created an environment for prospective customers to see the house, and can show the atmosphere of this activity; On the second floor, the atmosphere of buying houses is created by decorating houses, and hot drinks are provided, mainly providing clean discussion space for important customers and giving gifts to important customers.

Two paragliders (or powered balloons) will be arranged to hover over Xinyang at 9: 00-1:00 and 14: 00- 16: 00 on June 38, respectively, to create a pre-competition atmosphere.

During the morning activities of 65438+1October 14, it hovered over Yangshan New District at 9: 00-1:00 to create an activity atmosphere.

1, outfield layout (in front of sales center):

2 18m long-span arches: across both sides of the road (banner slogan: Courtesy in choosing rooms for the Spring Festival Carnival)

Lanterns are pulled on the street lamp poles about 20 meters in front of the marketing center (lanterns are marked MCC * Shangyuan).

Considering the weather factors, the truss of 15m* 10m*4m can resist the weather changes and create a site atmosphere. The top and periphery (leaving the entrance) are surrounded by spray painting (design pattern), and the ground is covered with red carpet.

Small red lanterns are arranged neatly at the top (which can be given to customers after the event).

On-site installation: mouse machine, electronic doll catching machine, electronic shooting machine, dancing machine, cotton candy machine, electronic gun shooting, Sugar-Coated Berry, clay figurine, electronic motorcycle and porcelain cup for customers to play for free. Arrange a staff member for each machine. On-site delivery of game coins (5 for each customer present)

The atmosphere at the scene set off cartoon images: Mickey, God of Wealth, Garfield, Rabbit, Happy, Beautiful Sheep, Big Big Wolf and so on. , created an atmosphere of taking photos with guests at the scene, and made porcelain digital cups for free at the scene.

There is a trampoline for children to play on the outside of the truss near the south side, and for the children of the guests to play.

2, infield layout (marketing center on the first floor):

The top of the infield is connected by small lanterns or paintings, and the big Chinese knot creates a new year atmosphere.

Glass doors and windows are made of large and small lanterns and window grilles.

Decorate the scene and decorate the tree with "get rich red envelopes".

Before 18:00, arrange all the sites and check the installation facilities.

65438+1October 14: Event site

At 7:00, the preparatory team will arrive at the scene.

At 7: 0010, the inspection of various facilities and equipment began.

At 8:00, all personnel are ready to meet the customers present.

The activity started at 8:30 and proceeded as planned.

During the activity, there are staff to guide customers to play the project;

Arrange saxophone live performance indoors;

The activities of 17:30 ended one after another.

18:00 All kinds of facilities were evacuated.

Real estate planning chapter 3 1. Pay attention to the foundation of network marketing in real estate industry

As long as you pay a little attention, you will find that online marketing has already come to our lives. When we enter the major portals, advertisements are overwhelming, including fixed advertisements, floating advertisements, icon advertisements, half-screen advertisements and full-screen advertisements. When websites are still exploring their own profit mechanism, online advertising has undoubtedly become their "cash cow". Since online advertising is everywhere, it is necessary for us to pay attention to the role of online advertising in real estate and analyze its role in the real estate marketing system.

Second, the pros and cons of online advertising in real estate projects

Real estate such as commercial housing, as a commodity, has a long service life and belongs to durable goods; However, the properties of real estate vary widely, and customers often have to make detailed comparison and screening when purchasing. Therefore, real estate advertising has the characteristics of rational appeal, and it is necessary to describe the product characteristics and differences from other real estates in detail to attract customers to buy. From this analysis, online advertising meets the requirements of rational appeal advertising, and can introduce the characteristics of real estate to the audience in detail with a fixed version, thus attracting customers to buy.

Taking Beijing as an example, from the analysis of the target customers of commercial housing at this stage, except for some small owners, most of the buyers are college graduates with higher education who stay in Beijing. They have more opportunities to get in touch with the Internet during school, and most of them keep the habit of surfing the Internet frequently after work, which provides a solid foundation for online advertising as an advertising carrier for real estate projects. According to the recent survey of Beijing urban residents' intention to buy a house, the proportion of respondents who know the real estate information through online advertising has reached 15% of the total number of respondents, which shows that online advertising has occupied a very important position in real estate advertising.

Of course, compared with the traditional advertising form, online advertising still has its own shortcomings, because it needs computers as a medium; In addition, the duration of online advertising is short, and the effect will be discounted.

Due to the limited effect of simple online advertising, some new online marketing methods have emerged in the industry, such as three-dimensional browsing technology of online home decoration and floating advertising technology. The introduction of these new technologies has undoubtedly improved the form and expression of real estate online advertising, making it more eye-catching.

It is precisely because of the above disadvantages of pure real estate online advertising that marketers can not only rely on the form of online advertising, but also need to integrate network technology into the whole process of marketing, which is online marketing.

Third, the current real estate network marketing problems

At present, more and more real estate companies advertise for enterprises or development projects through the Internet, but according to the marketing strategies adopted and the implementation of the strategies, the results received are very different. The existing problems are as follows:

1, the enterprise's own internet marketing technology can't meet the marketing requirements. () Although some organizations can help enterprises to set up websites, design webpages and plan enterprises to go online, the starting point of these organizations is different, such as for profit, promotion and hobbies. And may not conduct in-depth research on enterprise marketing activities from the perspective of enterprises, and provide all-round technical support in combination with the overall business strategy of enterprises. So few cases can achieve good results.

2. The purpose of network marketing is not clear and lacks planning. Some real estate enterprises or projects may just follow the trend and have certain blindness. In fact, in the online marketing activities of real estate projects, it is necessary to make clear the goal of establishing a website and make a complete plan, including the purpose, market research, Internet service, required resources, fund allocation, expected effect, etc.

3. Enterprises underestimate the cost of online marketing. At present, most real estate enterprises do not have an accurate concept of the cost of using the Internet to carry out marketing activities, and subconsciously do not want to spend too much money, thinking that it is dispensable and insignificant. In fact, because Internet marketing is based on the ever-changing Internet technology, the development of Internet technology will gradually increase the investment of enterprises in the Internet, and the cost of a website that needs frequent updating and maintenance may be higher. Only by constantly updating can an enterprise website maintain a high level on the Internet, otherwise the website will be unattractive and cannot achieve good marketing effect.

4. Enterprises lack effective means to evaluate online marketing activities. Enterprises should establish monitoring mechanisms and corresponding tools to evaluate the progress and achievements of online marketing plans. The number of visits cannot be simply used as a reliable evaluation index, and more effective reference indicators include the number of inquiries and transactions, the number of web page registrations and so on. Enterprises must pay attention to users' reaction to the website and make changes when necessary; Constantly adjusting network marketing strategy is the key to the success of network marketing.

Fourth, the method of real estate project network marketing

1. Publicize development projects online through portals, professional websites and self-built websites.

Online advertising is the most basic form of online marketing. As a new information media, Internet can carry out marketing activities like TV advertisements. Establishing enterprise website is an effective way for enterprises to publicize online; Internet allows enterprises to have their own media for Internet users, and this media is efficient and low-cost, which is beyond the characteristics of traditional media. Enterprise website

Information is formulated by enterprises, which is not limited by the time and layout of traditional media, and can also be updated in time with the development of enterprises; Enterprise websites can attract the public's attention by using virtual reality and other media means, communicate with visitors in two ways, and timely and effectively transmit and obtain relevant information.

2. We can conduct online research on customers' project products and receive feedback.

The main tasks that network market research can undertake include: market analysis, product and service research, marketing strategy research, etc. On the Internet, real estate enterprises can conduct low-cost, high-efficiency and extensive market research, laying a solid foundation for correctly predicting market demand and making market decisions.

By investigating market information, it is an important content for enterprises to find the trend of consumer demand and provide basis for market segmentation. Network provides a convenient place for enterprises to conduct online market research. There are two ways for general enterprises to carry out online market research activities:

① Conduct research with the help of isp website. This is an effective choice for enterprises with little market reputation and unattractive websites. The enterprise formulates the research contents and methods, such as the customer's favorite apartment, the affordable unit price, and the "recognition" of the project area. , and publish the above research information to the selected website to obtain real-time research data and dynamic information. The disadvantages of this method are: because of the variety of these websites, it may reduce the attractiveness of enterprise market research to Internet users; At the same time, if Internet surfers want to communicate with enterprises.

② Enterprises conduct market research on their own websites. For well-known enterprises, most of their website visitors are internet users who are interested in enterprise products or have a certain relationship with enterprise business. They know more about the enterprise and may provide more and more effective information. At the same time, it also provides convenience for timely two-way communication in the research process.

As a new way of market research, online market research has attracted the attention of enterprises, and some network service companies have begun to customize online research services for their companies. However, how to attract netizens to participate in the research and actively cooperate with them in a large amount of information still needs to be explored.

3. Online auction of commercial housing can create momentum for the project and enhance its popularity.

Online auction is a fashionable way of selling real estate, which determines the price of real estate through market demand and has the characteristics of fairness. At the same time, it can also win as many profits as possible for development enterprises. In addition, due to the novel form of online auction, it can gather enough popularity and publicize the project more, thus indirectly playing the role of advertising promotion on the basis of directly pursuing the maximization of property profits, which can be described as killing two birds with one stone.

Of course, under the current market conditions and network level, the online auction technology is not particularly mature, and it is prone to problems such as auction delay and asynchronous sales. In addition, the laws and regulations related to online auction transactions are not particularly sound, and it is necessary for real estate companies to make agreements on various rights and obligations before they can be implemented.

The fourth part of real estate planning, the theme of the annual meeting

20xx Annual Year-end Summary Meeting of Real Estate Company

Second, the annual meeting time

20xx65438+February 3 1 from 14: 00 pm to 2 1: 30 pm.

Meeting time: 14: 00- 17: 30.

Dinner time: 18: 00-2 1: 30.

3. The venue of the annual meeting is the multifunctional banquet hall on the first floor of West International Trade Hotel.

Four. Attendees of the annual meeting, all employees of the company (465,438+0)

Verb (abbreviation of verb) The flow and arrangement of the annual meeting includes the following two parts.

(1) Agenda of the year-end meeting

13: 50 All employees attending the meeting arrive at the designated hall in advance, take their seats in the designated rows, and wait for the staff meeting to start;

14: 00 ——15: 30 the first meeting was held, and all departments and responsible persons took the stage to make year-end debriefing reports respectively.

15: 30 ——15: 45 the second meeting was held, and the person in charge of the administration and human resources department took the stage to read out the appointment decisions of the principal responsible persons of various departments and projects of the company.

15: 45 ——16: 00 The third meeting was held, and the deputy general manager read out the winners list of outstanding employees of the year; Outstanding employees took the stage to receive awards, and the general manager awarded honorary certificates and bonuses to outstanding employees; Excellent employees take photos with the general manager as a souvenir; Outstanding employee representatives delivered acceptance speeches.

The general manager made a concluding speech.

17: 30, the press conference is over, the staff will be dismissed and rest, and the hotel will arrange the dinner venue.

(2) Dinner arrangements

18: 00 dinner officially started, and the host of the dinner led everyone to raise a glass, wishing everyone a happy New Year and a better company tomorrow. (background music)

Chapter 5 of real estate planning, summary of 20xx years.

20xx years have just passed. For enterprises and employees in the real estate economy industry, it is a tangled year and a year of tempering. Many important things happened this year, mainly because the government vigorously regulated the real estate market, which seriously affected the development and sales of commercial housing in the country. The sales speed of many projects on sale has slowed down, and many projects that have not entered the market have also slowed down their development progress. Judging from the medium-term adjustment process of the real estate market, this is the necessity of the real estate development in China. Although it is accompanied by adjustment pains, it will not hinder its long-term healthy development. I believe that no matter whether the industry is adjusted or not, there will be losers and winners in the competition. As long as you have a clear understanding of the development background of the industry you are engaged in, analyze your position in the industry background, and find your position and advantages and disadvantages, you can truly survive in the industry and become a strong one! This is true of the real estate industry, as is true of all other industries.

In 20xx, the main work of HeSi Planning Department is in three aspects. The most important work section is to complete the preliminary investigation and positioning of several secondary and tertiary market projects in the province. Among them, Dazhou "Haichuan University Project" completed the planning and positioning of the third stage in the middle of the year, and after several rounds of adjustment and revision with the design and development company, the project entered the stage of reporting regulations. The commercial project in Jiang 'an Campus of Sichuan University has entered the planning and design stage after completing market research and investment budget. In addition, Xichang and Guanghan projects have completed the preliminary market survey.

On the other hand, the work section is to assist the company to develop high-end property leasing business, including the investigation of Chengdu urban complex and business circle, as well as the investigation of office market and related businesses. At the same time, it also actively collected some commercial property resources and merchant resources, and completed the office market research of Wuhou Jingtai Science and Technology Park.

At the same time, with the promotion of the company's development planning and the implementation of the company's long-term, medium-term and short-term business layout, in order to meet the rapid increase of business volume, the planning department must continue to grow and rapidly improve its own business level. Therefore, in 20xx, the planning department is constantly training and self-learning while carrying out daily work. There are only two people at present, and it will continue to grow. Planning department is the department that needs professional level, team spirit and work passion most, so the formation and improvement of this team is also one of the key points of this department's work next year.

The purpose of summary is not to simply record, but to find and understand the problems through summary, and then constantly correct and improve them. In the above work, I summarized the main problems found in the work of this department:

1, the professional level is not deep enough.

In the market research and project research, there are some problems, such as insufficient depth of problems, incomplete analysis of project problems, and immature communication and reporting with developers, which need to be continuously accumulated and improved.

2. The work is not meticulous enough.

Through market research and daily work, it is shown that insufficient attention is paid to the implementation of the work, statistical analysis data often make mistakes, and the work is not carefully checked before completion. In particular, the inspection work generally needs to be inspected separately, then cross-checked and finally submitted for review. Many times, the inspection process alone is not implemented.

3. Low teamwork ability.

Planning is not a person's thinking and execution. The planning ability of the company reflects that all members brainstorm around a goal, give full play to their respective functions and advantages, and jointly accomplish this goal. However, in the daily work of the planning department, there is too little cooperation and help, and communication is seriously insufficient.

4. Lack of work passion.

The marketing industry needs not only professionalism and skills, but also passion for work. Sales and planning are not separated. The most terrible thing is to regard planning as a functional job, with the purpose of completing matters, and forget that planning itself is.

The ultimate goal is to achieve sales. In daily work, there is often no plan for the work, the work goal is unclear, only one thing is completed in the process, and there is no sense of ownership in treating the work of a project. These are common mistakes. Like the lack of teamwork, the main reason is that I don't understand the meaning and purpose of my work, and I haven't found the driving force of my work passion. This aspect is also an important content that all departments need to pay attention to in 20xx.

5. Lack of interpersonal and social etiquette skills.

As Party B's unit, it also needs to strengthen interpersonal relationship and social etiquette ability and improve comprehensive ability. In addition, work efficiency and working methods also need to be improved.