What should be included in the real estate market survey?

(1) Real estate market environment survey The real estate market environment survey mainly includes political and legal environment survey, economic environment survey and community environment survey.

The main contents of political and legal environmental investigation include: national, provincial and municipal policies on real estate development and operation, such as housing reform policy, development zone policy, real estate price policy, real estate tax policy, real estate financial policy, land system and land policy, population policy, industrial development policy, tax policy, etc. Regulations on the Management of Real Estate Development and Operation, People's Republic of China (PRC) Real Estate Management Law, Land Management Law of the People's Republic of China and other relevant laws and regulations on real estate development and operation; Relevant national economic and social development plans, development plans, overall land use plans, urban construction plans and regional plans, urban development strategies, etc.

The main contents of economic environment investigation include: the economic characteristics of a country, region or city, including the scale, trend, speed and benefit of economic development; The economic structure, population and employment status, school conditions, infrastructure conditions, key development areas in the region and the supply of similar competitive properties of the project area; General interest rate level, possibility of obtaining loans and expected inflation rate; Income level, consumption structure and consumption level of residents; The degree of opening to the outside world and international economic cooperation in the project area, and the development of foreign trade and investment; Investigate factors related to the specific type and location of real estate development.

The main contents of community environmental investigation include: community prosperity, shopping conditions, cultural atmosphere, residents' quality, convenience of transportation and education, safety, hygiene, air and water quality, landscape, etc.

(2) Investigation of real estate market demand and consumption behavior The main contents of the investigation of real estate market demand and consumption behavior include: the investigation of consumers' total demand for a certain type of real estate and its saturation point, the investigation of the development trend of real estate market demand, and the investigation of influencing factors of real estate market demand. Such as: the adjustment and change of national economic structure and real estate industrial structure; The composition and distribution of consumers and the level of consumer demand; The actual demand and potential demand of consumers; Changes in consumer income, purchasing power and investment.

① Demand motivation survey, such as consumer's purchase intention, factors affecting consumer's purchase motivation, types of consumer's purchase motivation, etc.

(2) Purchasing behavior survey, such as different purchasing behaviors of different consumers, consumers' purchasing patterns, social factors and psychological factors that affect consumers' purchasing behavior.

(3) Real estate product survey The main contents of real estate product survey include: the quantity, quality, structure, performance and market life cycle of existing products in the real estate market; Opinions of existing real estate leasing customers and owners on the environment, function, pattern and after-sales service of real estate and their acceptance of a real estate product; The emergence of new technologies, new products, new processes and new materials and their application in real estate products; The sales potential and market share of the products of this enterprise; Information on architectural design and construction enterprises.

(4) Real estate price survey The main contents of real estate price survey include: the factors that affect the change of real estate price, especially the influence of government price policy on the pricing of real estate enterprises; The changing trend of supply and demand in the real estate market; The demand elasticity and supply elasticity of real estate commodity prices; The influence of different price strategies and pricing methods of developers on the amount of real estate rental and sales; Relevant international and domestic real estate market prices; The real estate market price of the city and block where the development project is located; The reaction of consumers and developers after price changes.

(5) Real estate promotion survey The main contents of real estate promotion survey include: the temporal and spatial distribution of real estate advertisements and the measurement of advertising effects; Investigation on the use of real estate advertising media; Real estate advertising budget and agency survey; The staffing situation of personnel promotion; The influence of various public relations activities on leasing and sales performance; Rental and sales performance of various commercial promotion activities.

(6) Investigation of real estate marketing channels The main contents of the investigation of real estate marketing channels include: the selection, control and adjustment of real estate marketing channels; The adoption, development trend and reasons of real estate marketing methods; The quantity and quality of leasing and sales agents and their information; Real estate leasing customers' evaluation of leasing agents, etc.

(7) Investigation of competitors in the real estate market The investigation of competitors in the real estate market has an important impact on the formulation of marketing strategies of real estate enterprises. Therefore, before making all kinds of important marketing decisions, enterprises must carefully investigate and study the possible reactions of competitors and always pay attention to the various trends of competitors. The investigation contents of real estate market competition mainly include: the investigation of the strength and management advantages and disadvantages of competitors and potential competitors; Investigate and analyze the advantages and disadvantages of competitors' commercial housing design, interior layout, selection of building materials and ancillary equipment, and services; Research on the price investigation and pricing of competitors' commercial housing: monitoring competitors' advertisements, studying advertising expenses and advertising strategies; Investigation and analysis on the use of competitors' sales channels; Analysis and estimation of future competition; The supply and sales of the same type of products in the whole city, especially in the same block, and the market share of the enterprise and competitors; Investment opportunities, rental and sales performance and development trend of competitive new products.