What are the aspects of real estate marketing strategy?

Real estate products have their own characteristics, which makes real estate marketing different from daily necessities, food, commodities and other low-value consumables, and also different from products with short service life and rapid upgrade such as automobiles and electrical appliances, so it has its particularity in marketing strategy.

product strategy

Real estate product strategy is the primary factor of real estate marketing, and real estate enterprises must develop products needed by the market in order to survive. According to the concept and content of products in marketing, real estate products can be divided into three levels:

1. Core products. This is the main service that buyers really want to buy. For property buyers, what they need is a sense of family, security and accomplishment.

2. Tangible products. Refers to the brand, characteristics, style and quality of real estate products.

3. extend the product. It is a variety of services attached to tangible products, such as providing property and guarantee facilities.

The current market situation shows that the maturity of consumers makes the marketing of real estate products not only rely on a concept or an idea, but also the product itself. Therefore, real estate enterprises must pay attention to everything including three levels of products when developing real estate. Because the sense of family and security of property buyers can be satisfied by all real estate developers, all real estate developers are on the same starting line in core products; What really attracts consumers, that is, real estate product marketing can play a unique role, lies in tangible products and extended products. In the current market situation, it is precisely these two aspects that the real estate product marketing really relies on and breaks through.

First of all, giving a good name to real estate products can not only give people a good first impression, but also trigger a good daydream. For example, Jiuding Yayuan developed by Dahong Company, whose name is to pursue a romantic and classical elegance. Secondly, improve the quality of property and catch up with the trend of the times. In the current situation that the supply of real estate commodities exceeds demand, consumers value the appearance, internal layout and decoration of houses. To this end, developers should adopt modern new technologies to make the property intelligent and modern. Finally, real estate developers should pay attention to creating a community atmosphere through high-end clubs, warm and peaceful neighborhood centers with rich books, well-equipped kindergartens and primary and secondary schools. These are beneficial explorations and successful attempts made by real estate developers in cultural marketing.

(B) the price strategy (price)

Real estate price marketing strategy is an important part of real estate marketing strategy. It is of positive significance for the success of the project and the survival and development of developers to set the real estate price scientifically and reasonably and use pricing strategies and skills flexibly.

1. Pricing method. In the marketing pricing strategy, pricing methods mainly include oriented pricing, competition-oriented pricing and demand-oriented pricing. In short, when setting the price, we should set a reasonable price according to the cost, the real estate situation, the price acceptable to customers, the competitive factors of similar real estate, housing design, decoration, supporting facilities and so on.

2. Pricing strategy. Real estate pricing strategy mainly has the following ways: First, the "tentative" pricing strategy. Refers to a method by which the seller constantly adjusts the pricing according to the sales situation. This is a method for real estate operators to sell a small number of commercial houses at a lower price after comprehensively analyzing the prices of similar commercial houses, and then raise or lower the prices appropriately according to the situation of more or less buyers; The second is the discount. In order to speed up the withdrawal of funds, real estate companies often give customers certain price concessions, which can be realized through different payment methods. For example, if it is paid in full by installments and the house price is paid in one lump sum, you can give a discount of 5% ~ 10% of the house price; The third is installment payment. In order to avoid making buyers pay too much at one time, some companies allow buyers to pay by installments. The common method is that the buyer pays 1/3 when signing the contract, 1/3 when the house is under construction and 1/3 when it is completed. Some companies use down payment, and then the balance is paid in several times within the prescribed time limit; The fourth is building mortgage. With Jinben's involvement in the real estate industry, some real estate companies have started to build mortgage business. The so-called building mortgage means that the buyer pays a down payment of 30% of the house price, obtains a house purchase contract, and then pays 70% of the balance to the bank mortgage loan according to the house purchase contract. Later, the buyer paid the principal and interest to the bank regularly, and the property rights could not be recovered until the principal and interest were repaid. This is a common payment method in international real estate transactions at present, which is worth learning and exploring.

(3) promotion strategy (promotion)

The purpose of real estate promotion is to stimulate or increase consumers' purchases. At present, the commonly used promotion methods in China are as follows:

1. Personnel promotion. It is a traditional promotion method, which refers to the face-to-face promotion method of real estate promoters according to customer information. The advantages of this promotion method are clear target customers, concentrated promotion power and strong interaction. At the same time, this kind of personnel promotion method faces a small range of customers, and requires higher promotion personnel, not only with good professional quality, but also with higher personal quality.

2. advertising. The outstanding characteristics of real estate advertising are short advertising cycle, high frequency and high cost. The available forms of real estate advertisements include print advertisements, audio-visual advertisements and letter advertisements. There is also a model room display, which is a tangible advertisement. The focus of real estate advertising appeal is location advantage, quality advantage, advantage, advantage, reputation of developers and so on. Every developer should choose the appropriate advertising type and advertising strategy according to the specific situation of his own property, in order to receive the best publicity and sales effect.

3. relationship. Real estate public relations refers to the real estate developers to establish a good image in the public through communication in order to achieve their propaganda or sales purposes. For example, do a good job with property buyers, the public, the media public, the community public, the community public, the government public and the internal public. This can be achieved through specific activities, such as holding a press conference, laying a foundation stone and capping ceremony, participating in public welfare activities, or turning disadvantages into advantages through crisis public relations, so as to achieve the purpose of public relations. The relationship between the public and the public is a kind of advertisement that costs nothing and spreads widely, so the effect is very good.

4. Commercial promotion. This is a sales promotion strategy that uses short-term incentives to induce consumers to buy and encourage real estate agents and business salesmen to sell, and the effect is obvious. For example, for consumers, in a certain period of time, they can enjoy buying a house to send air conditioners, refrigerators, or study rooms, storage rooms, indoor facilities, basements, gardens and so on. This is also a preferential discount on the price strategy.

(D) Channel strategy (location)

At present, in China's real estate industry, real estate channels can be roughly divided into direct sales, principal-agent and online marketing that has emerged in recent years.

1. Direct selling. It means that real estate enterprises use their own sales departments to directly sell real estate commodities. At present, most domestic real estate developers use this sales channel. The most common form is to send a salesperson to a fixed place to sell a house. The advantages of this strategy are the shortest sales channel, the fastest response and the most effective control.

2. Entrusted agent sales. Refers to the way that general developers entrust real estate agents to find customers, and customers introduce the purchase of properties through intermediaries. Compared with the direct selling mode, entrusted agent sales reduce the risk of developers, and it is easier to seize opportunities and sell real estate more quickly through the service nature of agents.

3. Online sales. It uses modern commercial means to realize the sale of real estate. Compared with the traditional sales strategy, online sales strategy can reduce the marketing of real estate enterprises, realize zero-distance and all-weather service, communicate with consumers more conveniently, establish a good image of real estate enterprises with leading consciousness, comprehensive service and complete information, help to increase the intangible assets of real estate enterprises and eliminate the geographical advantages of sales. At present, there are some websites in China that focus on real estate, such as SouFun and Zhong Fang. With the development of e-commerce, the application of online marketing in the real estate industry will have greater development potential.