Property Marketing of Property Company

Property management enterprises have long advocated management and service, which has little to do with management and improving economic benefits. The reasons for this phenomenon are not only the factors of society, owners and developers, but also the deviation of property management enterprises' own understanding and business strategy. It is true that management and service are the basic products provided by property management companies and the market foundation for the existence of property management companies. However, providing high-quality management and services should be a means for property management enterprises to operate and compete. As an enterprise, management should be its basic behavior. Only by operating according to law and obtaining legitimate profits can the survival and development of property management enterprises be fundamentally solved. I. Potential market and demand of property management enterprises At present, the potential market and demand of property management enterprises mainly include the following aspects: 1. The development and changes of the real estate market provide a broad potential market foundation for property management, which is embodied in the following aspects: (1) The prosperity of the leasing market provides a market for housing leasing intermediary services for property management enterprises. Because property management is closest to the owner-lessor, it has unique convenience in the field of house leasing agency and has great market potential. (2) Adaptability, as a basic element of real estate development, requires real estate to adapt to market demand. However, due to the long development cycle of real estate, some real estate developers were not positioned correctly in the early stage, and the real estate could not fully adapt to the market when it was put into use, so it was necessary to change the interval, function, supporting facilities, decoration and especially the use of houses. Some real estate developers specialize in designing houses into multi-purpose and changeable forms in planning and design to adapt to market changes and need to make adjustments after the completion of the real estate. Property management companies can organize and implement this work in detail. If it is done well, it will bring rich returns to developers, owners and property management companies, especially when industrial properties are changed to commercial properties and self-use office uses are changed to commercial office uses. (3) Property management planning has become an important part of real estate marketing planning. By designing a property management scheme suitable for the grade and scale of the house and the consumption power, living standard and living habits of the target customers of the house, the concept of architectural design and environmental support is extended to the lifestyle, community environment and cultural atmosphere after completion, which has been fully recognized by real estate developers. Secondly, the development of property management and related industries is reflected in the following aspects: (1) One of the trends in the development of property management is the increasingly detailed division of labor. In order to reduce costs and improve efficiency and competitiveness, property management companies entrust some professional work to the outside world. Property management companies can set up professional teams according to their own management expertise and resource advantages to undertake related businesses or projects of other property management companies or other industries (such as hotels, retail and catering). (2) With the continuous expansion of the scale of the property management industry, it not only promotes the development of related industries, but also puts forward higher and greater market demand for social related industries. This demand is manifested in the manufacture, processing and supply of hardware property management supplies, appliances, materials and spare parts; In terms of software, it is manifested in information, data, training, talent exchange, quality system certification and so on. The business behavior of property management enterprises in this respect not only provides convenience and promotes the development of the industry, but also opens up new markets for their own business behavior. Second, how to operate the property management enterprise 1? Operating property management services for owners. Doing a good job in the management of property management services is undoubtedly the basic work and main work of property management enterprises. On this issue, on the one hand, we should improve the management level and service quality, exchange high-quality services for high-quality returns, and at the same time effectively reduce costs. But on the other hand, we should pay attention to the following points: (1) Implement brand strategy, establish corporate brands in a planned and step-by-step manner, and make full use of the huge market effect and market reputation brought by famous brands. (2) Pay attention to publicity, which can not only improve the visibility and identity of enterprises, but also play a role in guiding consumption and expanding the market. (3) Actively explore the market, continuously expand the management scale and occupy a larger market share, which is of great significance for improving the overall profitability and risk resistance of property management enterprises, strengthening the company's strength and greatly reducing costs. (4) Paying attention to financial management, strengthening project management, saving energy and reducing consumption, and effectively controlling or reducing costs can also bring good economic benefits to property management enterprises. (5) Strategically adjust property management resources, and outsource uncompetitive businesses (such as security, cleaning and some electromechanical maintenance) according to market competition and the characteristics of property management companies. This not only greatly reduces the cost, but also enables the property management company to concentrate its energy and resources on developing its own advantageous projects, and has also achieved good business performance. 2. Carry out one-stop diversified services centered on the property itself. This kind of operation is a good supplement to the main business of property management. To sum up, this kind of business mainly includes the following types: (1) paid services for owners and customers. (2) Professional services and other related needs of the property management industry. (three) housing rental and transfer agencies, supply and demand information services. (four) to provide products and circulation services for the property management industry. (five) to provide consulting, planning, market information and consulting services for property management or real estate industry. (6) Providing training and talent exchange services for peers. (7) Management of public places or places. 3. Special business activities. Special management is often a large-scale systematic business activity based on large investment, which may have great risks and benefits. Therefore, first of all, we should do a serious feasibility analysis, raise funds and make a good management plan. In order to reduce risks, such operations are mainly carried out around the property itself. Representative such business activities include: (1) setting up kindergartens and schools; (2) Business premises, such as restaurants, supermarkets, Internet cafes, etc. ; (3) Clubs and recreational facilities; (4) decoration; (5) moving companies, etiquette service companies, etc. 4. Management related to real estate management. Through the technical transformation of operating properties or matching their functions with the environment, or changing the functions or uses of properties, the profitability of operating properties can be improved, so that property management enterprises can get returns. This kind of operation has great opportunities in shopping malls, office buildings and industrial areas. Three, property management enterprises should pay attention to several problems in the operation 1. Prevent "hunger for food" and blind expansion. Before adding new business projects or undertaking new property management projects, we should conduct full feasibility analysis and research, carefully evaluate various risk factors, and formulate practical implementation plans. 2. Adhere to the principle of "relying on mountains to eat mountains" and take property management as the basis. 3. Insist on connotation as the foundation of management and strengthen the internal construction of enterprises. Only paying attention to the external expansion of enterprises and neglecting the internal construction of enterprises should also attract the attention of people in the industry. While expanding business projects, we should adjust the management mechanism and methods, find and train talents, and often conduct periodic job evaluation and sum up experience. Especially for some business projects (such as housing agency), it is not enough for managers and employees to only know the knowledge, experience and management methods of property management, which needs great adjustment and even professional qualification recognition. Therefore, while expanding the market, we must strengthen the internal construction of enterprises, so that the diversified operation of enterprises can develop steadily. 4. Pay attention to the legality of operation and income, and do not infringe upon the rights and interests of owners. The management behavior relying on the property itself should be carried out in accordance with the requirements of national and local laws and regulations. Among them, which management rights and benefits belong to the owners (benefits are used to subsidize management fees) and which belong to developers or property management companies, and the distribution of benefits should be highly valued by property management companies. ...