How does the property company publicize?

First of all, the simultaneous construction of property management brand and real estate brand is within the brand creation strategy and planning system of the Group.

When an enterprise develops to a certain stage, it begins to involve the problem of brand building. As a subordinate enterprise within the group, whether the brand building of property service companies can be put into the brand creation strategy and planning system of the group is very critical. The brand building of general real estate development enterprises will start from the second project (the first project) after the water test project, which is also the focus of brand building of the group. If the brand building of the property service company can be realized simultaneously with its construction, at least the follow-up steps can achieve twice the result with half the effort.

Secondly, the CIS of the property management brand must be different from the group brand.

After the brand building of property management is determined, we should first design our own CIS system. Although the main purpose of enterprise identification system is to realize the self-identity of enterprises, it does not mean that there is no difference. "Corporate image" is the sum total of attitudes and effects to multi-level stakeholders around the enterprise through visual elements such as trademarks. CI is a tool for enterprises to shape their image internally and externally; Internal differences, external unity. Realizing this is a good series planning. The standard colors and fonts of property management CIS and group CIS are the same, but there should be some differences in specific modeling and design. At least in terms of community logo, owners can clearly feel this difference and similarity.

Third, real estate development must provide qualified and perfect products for property management brands.

The object of property management is property and community order as well as outsiders, while the object of property service is owners and property users. Judging from the current situation, a large part of the causes of conflicts caused by property management are beyond the bearing and solving ability of property service enterprises. Among them, as a real estate development enterprise, it must bear its own responsibilities and cannot have the mentality of "taking property management as a firewall and buffer zone for housing quality". After the boundaries of housing development, construction and management services are clear and the related responsibilities and rights are well coordinated within the group, the provision of property management services will have a high starting point, so as to rapidly enhance the community image, enhance visibility and produce word-of-mouth effect in the future.

Fourth, property service enterprises do not aim at maximizing economic benefits.

Property service enterprises must have the guiding ideology of "input first, then output" in the enterprise goal of brand building stage, which will make them realize scientific rationalization in the work allocation stage and the input and use of related resources, and there will be no situation of "saving money and stealing happiness". This also shows that in the stage of brand building, property service enterprises must have considerable investment, and it is impossible to quickly shape the brand without investment. At the same time, we should also pay attention to the investment focus of property service enterprises and the psychological endurance of the people to avoid the embarrassing situation of TV advertising.

Fifth, in the process of providing management services, we should pay more attention to details while paying attention to the process.

If the realty service enterprise can realize the above steps in the early intervention stage of the project, then it will formally contact the owner from the occupancy stage and the decoration stage. In the process of centralized management, we need to try our best to ensure that the basic process of property management is flawless and conforms to relevant regulations; It is also necessary to highlight the detailed management issues that best reflect the characteristics of property services. The details can be obviously different from the characteristics of other enterprises, which is conducive to exceeding the psychological expectations of the owners and achieving a surprise effect, thus obtaining a higher evaluation from the owners.

Sixth, in the process of media publicity, we should not only publicize together with project brands and real estate brands, but also publicize separately.

After the emergence of real estate projects, the focus of media publicity is on project publicity. At present, the popular practice is to promote projects and enhance the visibility of enterprises. In the process of project media publicity, development enterprises, design units, construction units, integration promotion units and property service units are all marked for the purpose of sales. Whether the realty service enterprise can go to this kind of media publicity process is very critical. If it is not a famous enterprise, it is generally omitted. As a subordinate property service company of the developer, we must strive for this opportunity, otherwise it will be an irreparable loss.

Once the community is mature and stable, depending on the size of the project, property service enterprises will focus on promoting the community and themselves after 1 year. At this moment, they don't need to invest too much resources, just need to have new highlights. Property management brand can be separated from the project brand with the maturity of this community, which is different from the real estate brand and gradually grows up with the community brand.

Seventh, there is a high-quality service provider and service guarantee team.

Brand building of property service enterprises can not be shaped by assumptions and publicity, but also needs work foundation; The basis of realizing the work is not an advanced concept, but a team that is good at fighting, including professional technicians, concrete practitioners with innovative thinking, and a dedicated and mighty professional order maintenance team. Among them, the service center staff and the order maintenance team are the most important. The formation of community brands should first have a sense of community security, followed by a sense of culture and a sense of home.

Eighth, there must be management innovation and service innovation that are innovative behaviors in the local area.

There are regional differences and hierarchical problems in the property management market in each region. How to stand out and successfully shape community brands, and then realize the brand promotion of property service enterprises through the accumulation of two or three community brands. Property service enterprises should adopt [FS:PAGE] tailored community project services and innovative behaviors to realize the refinement of community management services and create bright spots. The discovery of this bright spot can be realized with a serious and responsible attitude and utilitarianism. Although the process may be repeated, the results and effects are worth looking forward to.

Ninth, form strong industry influence in the local area.

Based on the above process, property service enterprises should try their best to participate in the qualitative activities of national excellent project evaluation and qualification evaluation, constantly improve their position in the industry, and maximize their influence in the local property management market and industry. Finally, professional enterprises and brand enterprises will be recognized in the industry, and then have a good social reputation, thus shaping the brand image of enterprises in an all-round and healthy way. This is different from many enterprises. At present, some excellent property service enterprises rarely participate in industry activities, because their dominant development strategy is not to take over external real estate, which makes the outside world feel hazy and mysterious in the absence of communication within the industry. This is inconsistent with the brand strategy of the enterprise. Therefore, excellent enterprises must boldly go out, increase exchanges and communication with the outside world, and exchange information.

Tenth, review the road of brand building of property management, revise relevant plans and make the next step.