The support point of real estate enterprise demand?

Business operation process of real estate agency and consulting company

Market research of real estate projects involves all aspects of real estate project development, and it is a strong support point for development planning, investment planning, development planning, marketing planning and whole-process marketing services, and strives to ensure that the project can be fully accepted by the market in the process of finding and solving problems.

First, the conventional research content mainly includes:

(1) competitive environment research

By analyzing the total supply and demand of products in the regional market and its structure, we study the marketing strategies of typical competitive enterprises/real estates, investigate the supply and demand, products and strategies of similar projects in the region, study the macro-population, income, industry, policies and other data, describe the current overall market situation, qualitatively predict the future industry trends, analyze and evaluate the impact of specific projects, and assist project development decisions.

(2) Market segment selection and target market demand research.

Mainly through the investigation and study of brand and product cognition, use, decision-making, purchase, influencing factors, personal and family socio-economic and cultural characteristics of potential customers, market segmentation and target market selection are carried out, and the characteristics and scale of target market are described. Scale market segmentation selection and target market demand research services can provide comprehensive and accurate decision-making information for project market positioning, product design and marketing strategy, and are the cornerstone of the success of architectural design and marketing strategy.

(3) product research

The influence of product quality and functional design in promotion is above 70%. The comprehensive quality of real estate products determines the sales performance. How to design and develop product functions, environment, culture and other attributes according to the residential behavior, psychological needs and special needs of specific target consumers is not only a problem to be solved in real estate marketing, but also a research topic in architecture, anthropology, sociology and other disciplines. Without a scientific and comprehensive product research conclusion, it is impossible to design and develop residential products that meet the needs of consumers, let alone create residential building products. Product research has always been the top priority of large-scale real estate market research.

(4) Business circle research and commercial property positioning research.

The study of business circle mainly serves the positioning and marketing strategy of commercial property, and is an important basis for the location selection and selection of business varieties and scales of various department stores, theme shopping malls, professional markets, chain businesses and retail stores. The research content mainly includes the calculation of the economic scale of business circles at all levels, including the description of the geographical environment of business circles at all levels, such as people flow, car flow, regional area, population density and commercial scale. Including property distribution, road traffic conditions, urban planning and other business circle purchasing power and population characteristics, business circle residents' consumption habits research, business circle competition and trend research, including population size and structure, business structure, business varieties and industrial planning, development trends, shopping mall functions and target markets, business theme selection, market opportunities exploration and research.

(5) Market research of other real estate projects.

Including: industrial property project site selection, regional investment comparison, tourism/hotel industry comprehensive development research (scenic spots, resorts, property hotels, islands, etc.). ) Market research in science parks and various economic development zones, office properties and real estate projects such as office buildings, intelligent buildings, serviced apartments, private schools and private hospitals, and large-scale entertainment projects such as theme parks (sports and leisure parks, modern farms, military parks and science parks).

Second, the real estate project investment planning

Land is the lifeblood of real estate development.

Sales price and land cost are the main determinants of project investment profit. From a conservative point of view, land price and land-related expenses determine the profit space and development feasibility of the project. Land price is not only the main determinant of profit, but also because of the particularity of real estate projects, land location also significantly affects the market positioning, product design, marketing strategy and sales price of the projects. Therefore, the content and conditions of land purchase are the most important decision-making links in the development of real estate projects.

Key points of investment planning:

Can land be purchased (why not)

what can I do?

How much money can you earn?

How big is the risk?

What is the upper limit of land price?

Project risk assessment and avoidance methods

Three, the eight steps of the investment planning process

1. What can be developed-under the conditions of government urban construction planning and land control planning, according to the conditions of the plot itself,

2. Whether there is demand-preliminarily judge whether there is realistic market demand for property development types that conform to policies, land conditions, environment and regional image.

3. Is the demand large enough-although the demand for property types exists, the scale and intensity of effective demand are different. Before formally determining the combination and volume of property development types as the investment accounting benchmark, it is necessary to measure the scale and intensity of property demand.

4. How much can be sold-after the property development type is determined, continue to calculate and analyze the sales prices of various types to correct the combination and volume of property types and serve as the basis for accounting sales revenue.

5. What is the development cost-what is the development cost of different types and volumes of property development?

6. What is the development profit-given the combination and volume of property development types, according to the comparative analysis of costs, what is the development profit of different schemes?

7. How big is the development risk-how big is the market risk of different schemes when comparing the development cost and profit according to the type combination and volume of property development?

8. Is the project suitable for this enterprise-a good project is not suitable for all enterprises. Simply analyzing the feasibility of the project without considering the conditions of the enterprise often contains potential dangers.

Fourth, the real estate project development planning

In order to improve the investment profit of real estate projects and reduce market risks, besides land-related factors, it is mainly related to product design and marketing strategies. The preliminary investigation and planning of real estate projects is the market foundation of product design and the core of promotion strategy.

(1) development planning process

Study the target market positioning ↓ Product concept planning ↓ Communicate the elements, approaches and strategies of the product with the target customers ↓ Ensure that the product meets the investment target expectations ↓ Ensure that the investment risk is within an acceptable range ↓ Provide guidance and suggestions for product design.

(2) Development planning achievements