Please help me find some cases of real estate sales plan.

Sales planning generally refers to: how to divide the sales stage of the project and arrange the promotion strategy, how to get the sales price of the project, how to publicize and build momentum, etc.

The second part: the difference between sales planning and project planning.

Simply put, the difference between them is that project planning is an outline, sales planning is a goal, and an outline can only be a goal.

1. Contents included in the project planning:

(1) Market research

Analysis of project characteristics, building scale and style, building layout and structure, decoration and equipment, functional configuration, property management, developer background, conclusions and suggestions.

(B) Target customer analysis

Economic background: economic strength/industry characteristics/company, family

Cultural background: promotion mode, media selection, creativity, expression mode,

(3) price positioning

Theoretical price/transaction price/lease price/price strategy

(4) the timing and attitude of entering the market

(E) Advertising strategy

Staging of advertisements, themes of staged advertisements, creative performance of staged advertisements, and monitoring of advertising effects.

(6) Media strategy

Media selection/soft news topics/media combination/delivery frequency/cost estimation

(7) Promotion expenses

On-site packaging (marketing centers, demonstration units, billboards, etc.). ), printed materials (sales documents, sales books, etc. ), as well as media delivery.

2. The content of sales planning:

(A) sales site preparation

(2) Training of sales representatives

(3) Sales site management

(4) room number sales control management

(IV) Summary of sales stage

(5) Evaluation of sales advertisements

(6) Customer tracking service

(VII) Adjustment of phased marketing plan

Section III: Contents and Steps of Sales Planning

1. Project investigation: investigate the sales market and sales status of the project, and make a detailed analysis of the sales status, buyers, acceptable prices, purchase reasons, etc.

Second, market research: know all competitors in detail, and the so-called "know yourself and know yourself, and win every battle."

Third, the analysis of the advantages and disadvantages of the project: make a detailed and objective analysis of the project sales and find out the supporting reasons.

4. Project repositioning: According to the above investigation and analysis, re-integrate all selling points and adjust the market positioning of the project according to market demand.

Five. Project sales concept:

(a) Differences in sales practices. This is to distinguish it from other real estate marketing methods and avoid blindly following the trend.

(2) the unity of the theme. In advertising, whether it is hard advertising or text packaging, there must be a clear and unified theme.

A big theme can be broken down into several small themes, and the contents of the small themes can be different, but they are all to illustrate the big theme.

(3) Consistency of operation methods. First of all, don't break the operational thinking and don't be inconsistent. Secondly, the time cannot be broken, and the interval between two publicity cannot be too long.

Six. Project sales strategy:

(A) the timing of the project entering the market

Ideal time to enter the market: when we say the time to enter the market, we don't mean the conceptual time, but decide when to start entering the market according to our own situation and market conditions, whether to sell completed buildings or existing buildings; Whether to start selling when it is built to plus or minus zero or wait until it is capped; Is it step by step, adjust the rhythm and then sell it or rush to get on the horse; Whether to sell it before the competitors, or wait until it is sold out, and so on.

According to years of experience and lessons, the ideal attitude of a project entering the market should generally be:

1, the development procedure and project schedule shall meet the basic requirements for sale;

2. You already know who the target customer is;

3. You know that your price is suitable for the target customers;

4. You found the resonance point between the project positioning and the background of the target customer;

5. Determine the central theme that has the most powerful advantages and can keep a complete and unified image of the project from beginning to end;

6. Determine the reasonable sales methods that are more acceptable to the target customers;

7. A competitive market entry price strategy has been formulated;

8. Make a reasonable sales control table;

9. Carefully calculate the promotion cost and formulate an effective promotion implementation plan;

10, set up a professional sales team and draw up a perfect training plan;

1 1, try to improve the atmosphere;

12, your competitors are still slowly waiting for the prosperous market;

External conditions such as 13 are also suitable.

2) Project advertising plan

When we have determined the product's advertising appeal point and advertising tone, it is a necessary step to make a feasible advertising plan to achieve the final sales goal. An operational and complete advertising plan usually includes four parts: the arrangement of advertising cycle, the arrangement of advertising theme, the arrangement of advertising media and the arrangement of advertising budget. The promotion plan should adopt different communication channels and promotion methods according to the different characteristics of specific projects, and also integrate the different advantages of various media, and make full use of professional media resources with strong long-term effectiveness and strong pertinence to achieve the ultimate goal of advertising: reducing the cost of obtaining customers, all for sales!

(3) Sales deployment

Real estate sales have a strong stage. How to grasp the overall influence, flexibility and rhythm, and the adjustment of steps and strategies reflect the ability of traders to control the situation and often determine the overall victory or defeat. Usually, sales deployment should follow several principles: keep the progress in line with the strategic rhythm-warm-up period, opening period, strong sales period and heat preservation period; Prevention of problems in the sales stage, such as time limit, quality and supporting facilities. ; Estimate the comprehensive cost, and analyze the seller's influencing factors-capital backlog, advertising promotion, tax changes, etc.

Part IV: Principles of sales planning.

One: the principle of innovation

With the development of the times, the traditional real estate sales theory can not meet the requirements of the market, nor can it point out the direction for various innovative explorations made by many real estate enterprises at present. Judging from a large number of marketing methods of real estate enterprises at present, including discounts, bonus sales, renting before buying, lowering interest rates and other measures. Most of them can produce stronger and faster response, attract consumers' attention to real estate, and provide us with rich and colorful materials and valuable ideas to explore the marketing innovation theory under the buyer's market conditions.

Second, the principle of resource integration.

Integrated marketing is a highly specialized division of labor based on marketing links. Through market channels, around specific projects, a number of professional marketing agencies form a * * * organization with complementary and mutually beneficial professionals. They sort out and combine the relevant elements of real estate marketing such as capital, intelligence, brand and social relations, form a joint force and operate efficiently, thus forming a systematic control of the whole process from investment decision to property sales. In addition, it is a new and market-oriented real estate marketing model to achieve the predetermined marketing goals. Integrated marketing overcomes the defect of "strong in the middle and weak at both ends" in the general marketing model, and avoids the situation that planners and sales agents are fragmented and uncoordinated. Integrated marketing integrates resources around specific projects to improve the professional division of labor and cooperation within the real estate industry. Its advantages are: complementary intelligence, benefit sharing and risk sharing.

Three: the system principle

Real estate marketing planning is a comprehensive systematic project, which needs to realize the real estate value by using various marketing methods and tools under the guidance of advanced marketing theory. In essence, it is a process from understanding the market, knowing the market well to promoting the market, and its center is the customer. Customers' demands vary widely, which doomed that the real estate marketing planning should move from simplification to comprehensiveness, and the marketing service should move from focusing on the surface to pursuing the connotation. It should not only reflect the property characteristics, but also reflect the market characteristics, consumption habits and development requirements, and reflect the market requirements.

Real estate marketing should start with products, improve the comprehensive quality of real estate and meet the needs of consumers. Regional segmentation, customer segmentation and functional segmentation are getting deeper and deeper, and humanistic thoughts are beginning to manifest. Attach importance to greening, increase intelligent facilities, provide central heating and drinking water, establish ground-floor overhead, staggered floors, large lighting and prominent windowsills, sunny living rooms, movable light-transmitting roofs, automatic alarm systems, establish air corridors and provide network services. ...............................................................................................'s innovation in creating a knowledge home greatly enriches the connotation of marketing planning, which further proves that in the buyer's market, only by focusing on people's needs, going deep into the market, grasping the market and formulating feasible marketing plans can we stand out from the fierce competition.

Four: the principle of operability

Sales planning cannot be divorced from social reality. When planning, we must consider the national conditions, people's feelings and customs, fully consider all kinds of difficulties that may be encountered in operation, and formulate corresponding countermeasures. Cooperation with government departments or authoritative departments can greatly reduce the difficulty of operation and improve the success rate of planning.

Part V: Test the results of the sales plan.

With the continuous development of market competition, various complex factors will have an impact on sales planning. It is possible that the initial positioning of sales planning is no longer in line with the current reality, so it is necessary to reposition the planning. The focus of repositioning is still to follow the accurate grasp of consumer psychology and competitive situation, and at the same time to clearly and accurately judge consumer demand and market development trend to ensure the stability of planning positioning, otherwise the continuous change of planning positioning will affect the realization of project value. Therefore, the principle of positioning or repositioning of sales planning lies in: maintaining stability and dynamic adjustment. To do this, we need to avoid the great turbulence in the positioning of sales planning, and also rely on the professional evaluation system of sales planning indicators to keep the project in a healthy sales state as far as possible.