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Real estate project planning scheme

I. Overview

1, advantages

Excellent geographical location and convenient transportation;

B, the regional market is mature and well-known;

C. Excellent overall planning and high quality;

D. The developer has strong strength and clear goals.

2. Opportunities

First, the regional transportation system will be further improved, Xiangyang Road North Extension Project;

B, the surrounding commercial facilities are further enriched, and Jinghai World Trade Plaza is opened;

C. Most projects in the region will be closed for occupancy, and competitors will gradually decrease;

Step 3 threaten

Kangtai Building, GOGO Shopping Plaza and Jinghai World Trade Plaza are in a period of vigorous sales, which is bound to compete for customer resources crazily.

Second, the market positioning

Elaborate the main points

On the basis of understanding and grasping the product characteristics of this case, the "positioning" of this case in the market is completely established. The purpose of "positioning" is to fully clarify the "difference" between our products and other products in the market, and clearly distinguish them from competitors, so that consumers can clearly identify and accept our products. "Positioning" is to give people who buy our products a perfect and sufficient reason, not to choose others.

Product positioning

1. This case is the "best quality" project of CBD in High-tech Development Zone.

2. This case introduces the concept of "ecological office".

The core of this concept is the relationship among "environment", "architecture" and "people", and an ecological office model with environmental ecology, architectural ecology and humanistic ecology as the core and garden-style office environment as the appearance is established. The concept of "eco-office" is very rich, which has a lot of room for interpretation, and it is relatively novel with obvious market differences. At the same time, it emphasizes high-quality "service-oriented" property management services, puts forward the slogan of "characteristic management, high-quality service", turns the retreat of humanistic ecology into pragmatism, and gives full play to its own property management advantages, which is not only fully reflected in humanistic ecology, but also further improves the product quality of this case through services. In this case, the concept of "ecological intelligent office area" can provide strong support for the positioning of "high-quality real estate", and at the same time, it is necessary to supplement some fashion elements, such as "intelligent" design and enriching high-grade "commercial" facilities, so as to create a high-quality image in all directions.

Customer orientation

Through investigation and analysis, the target customers of this case have the following characteristics:

1. Enterprise status: enterprises with a local registered capital of more than 200,000 yuan, and enterprises settled in other places.

2. Purchase motivation: buying a house for personal use for the first time, improving office conditions and enhancing self-image; Second home investment, hoping to get rental returns and appreciation returns.

3. Psychological characteristics: enterprising and self-reliant values, high-paced life, pursuit of self-interest, self-personality, realization and satisfaction of life grade, recognition of cultural added value, desire to enjoy life after busy work, and intersection of perceptual consumption psychology and rational consumption behavior.

4. Geographical distribution: with the urban area as the main center, all cities and counties in Baoding are radiated from the periphery.

It is these people who will buy our products. Only they need such products. We will try our best to tell them that only our products will meet their needs, and they will give up choosing other products because they know how different our products are and how suitable they are.

Third, the packaging planning of this case

In Baoding real estate market, project image packaging is particularly important. A few years ago, it was mainly based on concept hype. In recent years, some developers have begun to pay attention to product quality, and are gradually shifting from "hype era" to "product era". In this case area, the product design and quality of this case are excellent, but due to fierce market competition, the product promotion of this case must be different from other projects. Project image packaging is another major factor that affects sales after putting aside quality. Only by publicizing the Excellence and difference of products through image packaging can we truly and effectively grasp customers and markets.

parcel

Product market (customer) procurement

Promote (interest)

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1, case name design

Case name design is very important, it embodies the essence of a project or product or culture, and it is a product that is highly refined and informed to the market. Generally, it has the following characteristics: first, it can reflect the differences of products; Second, it can reflect the future quality of life of the project; Third, it is easy to understand and catchy.

2, sales place packaging planning

The sales office is the center of sales activities. A series of activities such as future sales negotiation and signing contracts are concentrated here. With the development of real estate market, more and more developers have realized the importance of sales offices: humanized site layout design affects consumers' confidence in developers and promotes sales transactions. The humanized design here is different from the general product design: firstly, it refers to the humanized arrangement of consumer service. Mainly refers to functional arrangements, such as negotiation room, signing room, customer service department, bank mortgage and other one-stop services. Reasonable humanized design will effectively promote customers to complete trading activities happily and smoothly. In addition to the humanized design of service function, the sales office has other functions to facilitate transactions. At present, some smart developers have begun to do so, and no longer decorate the sales offices as simple office spaces. A good sales office design will relax customers' mood, increase consumers' trust in developers, increase customers' sense of identity with the project, and strengthen the improvement of customers' future office environment.

Functional areas for route sequencing:

Sand table exhibition area negotiation area signing area lawyer or provident fund handling area

Lounge bank mortgage area

Fourth, differentiated planning ideas.

According to the product positioning, market positioning and customer group positioning of this case, after careful consideration, along with the sales cycle arrangement, the rhythm arrangement of the whole process planning was made. In order to digest this case effectively and quickly, a unique USP was arranged in each link, and several planning cases were integrated into the whole process plan.

Through the previous discussion, we found that the market of this case has been subdivided and the target market has been selected. The next step is to implement effective strategies for the target market, and follow the strategy of differentiation, periodicity and combination throughout.

1, product preheating period

In order to inform the market quickly, accumulate effective customers for this case, awaken potential customers and inform the market of this case to the maximum extent. It is suggested to hold a product promotion meeting and gather the mainstream media in Hebei Province (Hebei Daily, Hebei Workers Daily, Hebei Economic Daily, Zhao Yan Metropolis Daily, Baoding Daily, Baoding Evening News, Lianchi Weekly, Hebei TV Station, Baoding TV Station, etc.). 1-2 All-round promotion broke out within two weeks. Process arrangement: All the above media representatives will be arranged in a hotel (such as an international club) to be responsible for all their leisure and entertainment. In the evening, a product promotion meeting will be held in the conference hall, and each person will send out a product manual and explain it on the spot by POP. Of course, every member of the media needs a red envelope.

Coordination arrangement: within 1-2 weeks after the promotion meeting, the case will be published in various media through brand-new and powerful advertisements, so that the case will spread like a blowout. In order to maximize the market notice preheating.

2. Product opening period and strong sales period

Through the pre-heating, this case has accumulated some customers and gained a certain market awareness. At this point, we strike while the iron is hot and enter the open period of products.

A good beginning is half the battle. At this time, we don't give the market any breathing space. We are in full swing to open the market and still focus on public relations activities and media promotion. Create one news point after another in Baoding, which makes Baoding people overwhelmed.

Form:

(1) press conference (bombing the whole city again through previous media relations)

(2) Cooperate with automobile companies such as CIMC and Yuxuan to carry out public relations activities for new products.

Process arrangement:

(1) conference: government officials and design masters are invited to promote the products, and developers will give speeches at the conference. At the same time, the VCD of the plot and the project will be produced and distributed to the guests, and then an exchange reception will be held to arrange cultural performances, and customers are interested in subscribing on the spot. At the same time, a subscription lottery will be held, which will be opened on the same day.

(2) Debut of the new building and new car: The time is one week after the opening, and the new car products suitable for the target group of this case will be selected for presentation. Through this activity, the case will be scanned in all directions again to suit the customer.

3. Product duration

Strategic arrangement: do a good job in customer communication of market re-control and secondary development of resources, distribute them regularly, increase the density, impress customers with a perfect service system, and let the first batch of customers become free propagandists of this case to create intensive effects.

Coordination strategy: during this period, we will arrange some unique USP sales strategies, such as "1+ 1" action, that is, customers who have already bought a house will bring another customer to buy it and enjoy XX discounts or gifts. The advertising follow-up conference will create a feeling in people's minds that "buying the products in this case is equivalent to buying a wonderful life".

4. Product end period:

Strategic arrangement: (1) customer appreciation meeting+lucky draw for "precious" products.

(2) Cooperate with the property to adopt park green space or small trees.

Description of the scheme: (1) "Customer Appreciation Meeting" is not the purpose, but the purpose is to let customers help us settle accounts unconsciously.

(2) The "adoption activity" is to cooperate with the occupancy, solve the future property problems, establish the image of the developer, and prepare for the next phase of the project.

The above schemes, one public relations activity after another, let the public gradually develop the idea of "guessing what the next activity will be", and the unique promotion strategy will inevitably bring great success to the project.

Verb (abbreviation for verb) sales plan

1. The sales method of this case.

When this case enters the substantive sales stage, it is natural to define the sales target, make the sales plan, set up the sales team and train the sales staff. In the planned sales cycle, effectively manage the sales subjects, monitor the sales process at any time, find problems in time and readjust the sales plan, and finally complete the established sales tasks.

2. The sales strategy of this case

Project site sales model

This case is an urban project with convenient transportation, numerous surrounding buildings and abundant customer flow. You can adopt the sales model of the on-site sales office, and you don't need to consider setting up a second sales office in other places. On-site sales are convenient for customers to intuitively understand the project location, project progress, construction situation and project progress, and focus on outdoor advertising to promote the project image, which is convenient for sales personnel to conduct on-site sales and guide customers to visit and inspect. On-site sales model, after determining the location of the sales office, we should do a series of image display, which is mainly divided into indoor and outdoor parts. The outdoor part not only includes the exterior design of sales offices and billboards, but also includes guideposts and guideposts on both sides of main passenger flow roads. At the same time, do a good job in image packaging at the construction site, such as engineering billboards and architectural advertisements, to create a good sales atmosphere and reflect the quality and image of the project. Attention should be paid to the functional division and detailed performance in the indoor part. The reception hall is the first area visited by customers, which integrates the functions of display and negotiation and is an important part of the sales office. Its design style should conform to the identity and habits of the target customer group, without losing humanized details in luxury and unique taste style in practice. Large sand table model, exhibition board, information desk, comfortable sofa, tables and chairs convenient for communication, exquisite sketches, green plants, soft lighting and background music are all necessary facilities in the reception hall. The affinity of the overall environment will make customers feel cordial, comfortable and warm, relaxed and comfortable. The signing area is another important area of the sales office, and its main function is the final circulation of sales procedures. The design style should be as simple as possible, to avoid too many decorative elements distracting customers, but also to avoid being too luxurious and comfortable, to control and shorten the negotiation time as much as possible, and the overall atmosphere should be relaxed and serious, giving customers a sense of security and stability. Contract signing, payment, bank mortgage, tax registration and other procedures. All of them are centralized, providing one-stop service, reducing customer flow and providing comprehensive services to customers efficiently. The office area is an indispensable area of the sales office, which is only used by sales staff, office workers and management personnel. Customers are usually refused to visit, which is simple and practical and can meet the office needs.

Sales price strategy

1, price trend

In any sales, price is always the most critical factor. What kind of sales price this case can finally reach is not only related to the quality of the project itself, but also closely related to the direct market competition and the proportion of publicity and promotion investment.

The design of project packaging planning scheme has always emphasized high quality, which is actually to improve the cost-effective advantage. Our main idea is to package the case directly into a high-end real estate in RMB, and the actual sales price is locked in RMB, so that customers can have a psychological price surplus and feel value for money. Only in this way can we jump out of the trap of high price and eliminate customers' dissatisfaction with the price.

Because the products in this case are too similar to the direct competition project-"Kangtai Building", the high-priced sales strategy will inevitably be difficult. Once the opening price of any project is determined, it is difficult to reduce it. The fierce price war is the result that any developer does not want to see. Therefore, we chose a highly differentiated project positioning concept, striving to overwhelm our opponents and make them unprepared. But we don't fight unprepared wars, nor do we take the route of opportunism and adventurism. We hope to be steady and steady, try our best to avoid the operation risk of the project, nibble at the opponent's market step by step, try to sell the case in the shortest time, repay the loan quickly, maximize the profit of the developer, and finally win our expected victory. Therefore, we suggest that the overall price trend of this case is to open low and go high, enter the market at a low price, sound out the market, wait for an opportunity to gradually rise, and finally reach the target price.

The specific price trend is:

Block A and Block B: Yuan enters the site and lasts until the end of Yuan.

Block C, Block D: Yuan enters the site, Yuan continues, and Yuan ends.

The real estate market is changing rapidly. As the saying goes, "it is better to sell quickly than to sell expensive." In real estate development, time is profit. Of course, we all hope to sell at a good price and sell quickly. This is also the goal we should strive to achieve.

2. Price system

According to the architectural form of this case, the price difference system can be designed. The price difference is set at about 30 yuan per square meter, which can fluctuate with the location and landscape of specific buildings and the specific problems encountered in sales 10-20 yuan.

As for the floor price difference, the total height of the building in this case is only 16 floor, which is different from the high-rise building. Therefore, the floor price difference should not be too small. The floor price can be determined by the method of sectional floor price difference, and the floor price at different stages can be tentatively determined according to the differences of different buildings.

The ventilation, lighting and landscape conditions of high-rise buildings are more superior with the rise of floors. This floor division method can make full use of this advantage of high-rise slab buildings and raise the overall price reasonably. The floor price difference rises with the rise of floors. According to different stages, the floor price difference is set at 30-50 yuan per square meter. The first floor and the top floor are handled separately. The first floor of Blocks A and B is the ground floor business, and the price shall be set separately. The landscape of plots C and D is the best, but because there are no streets and there are relatively unfavorable factors, the price can be reduced appropriately.

Sales means: make full use of the construction progress of the theme of "capping", make full use of the advantages of quasi-existing houses, and cooperate with the price strategy of "bright rise and dark fall". Strengthen the "One Belt, One Belt" sales mode of customers. Consider the available project resources for "bundling" sales, and make a fuss about "fine decoration" to improve the cost-effective advantage.

Project progress: capping, exterior decoration and quasi-existing house.

Sales management strategy: sales management should be based on the principle of "clear division of labor and respective responsibilities". First, clearly define the division of management functions, set up relevant departments, determine relevant responsible persons, and clarify the interfaces of various work platforms, so as to make the whole sales management system complete and reasonable. In the process of management implementation, the responsibilities of each department are clear, the cohesion and coordination are orderly, and the established planned objectives and tasks are completed. The function of management supervision is also very important. It is best for the top management to monitor sales and management at any time, find the deviation in sales and management in time and make adjustments immediately.

3. In this case, USP sells items.

Through the attention and analysis of Baoding real estate marketing, it is found that the changes of marketing means are ever-changing. Therefore, in order to establish the "best quality" product image of this case in high-tech development zone and effectively achieve the purpose of sales, it is necessary to be different in marketing usage.

Actively increasing the weight of public relations activities, constantly creating news spots in Baoding real estate market, changing passive advertisements into news spots accepted by the public, distinguishing it from other projects, establishing the differentiation of this case, and at the same time having certain differences in sales methods, is a unique USP sales strategy in this case. Considering the products, people and market of this case, we specially designed the "1+ 1" strategy suitable for this case. Ten thousand house payment is not a big problem for small and medium-sized enterprises, but at the same time it is not a problem that may be ignored. Through the investigation of the backbone of this case, we found that this house payment is on a critical point for them. If they consider decorating and buying a car after buying a house, they will obviously have some pressure, and these are exactly what they must consider. The scheme of "1+ 1+ 1" effectively solves the above contradiction. The content of this plan is to include the decoration money and the car purchase money into the house payment, and make a one-time loan to the bank to reduce the pressure brought by these three accumulations. Although the monthly repayment may cost several hundred yuan more, you can have a high-quality life at one time, and the monthly repayment only needs more than 1000 yuan. By answering the questions of hardcore customers, we can know that customers who can afford to pay more than 3,000 yuan a month will not have too much pressure to pay more than 4,000 yuan a month, but the pressure of having a high-quality life will be significantly reduced, and the "1+ 1" scheme has obvious advantages. It is easier to impress consumers.

Sixth, promote ideas.

1, promotion strategy

In this case, the CI system has been completely established.

As a brand-new building, the design and application of CI system is an indispensable first step. CI system, the abbreviation of enterprise identification system. It includes three parts, namely, Mental Identification System (MIS), behavior identity (BIS) and Visual Identification System (VIS). The CI system of the Standard covers a wide range of contents, but for real estate projects, we can grasp its essence and use it according to our own needs. Among them, the visual recognition system is the focus of the design. Together with the basic part of Mental Identification System (MIS), it constitutes a simplified CI system.

Visual identification system (VIS) mainly includes:

Basic elements:

A. signs; emblem

B, standard text, standard color and standard combination

C, symbolic graphics, auxiliary graphics and mascots

D, specimen element combination specification

Application element section:

First, the office supplies series

B, packaging design system

C, clothing identification system

D, environmental identification specification

E, advertising application design

The design and comprehensive application of the CI system in this case is not only conducive to publicity and promotion, but also conducive to the performance of the high-quality image and brand image of this case, which has been widely recognized by the target customer base and laid a good foundation for successful sales.

2. In-depth development of public relations activities

The successful operation of real estate projects is inseparable from "hype" for the time being. The purpose of publicity and speculation is to arouse widespread concern, arouse the interest of the target market in this project, and then understand the advantages of this project, and finally promote the purchase behavior. The main means of publicity and speculation is to carry out various public relations activities, create news hotspots, increase the exposure frequency in the media, and finally arouse widespread concern in society. One of the key points of the publicity and promotion strategy of this case is to plan, organize and implement a large number of public relations activities and carry out market speculation in order to achieve the purpose of promoting sales in an all-round way.

media hype

1) Mainstream media in the province and Baoding:

Hebei Daily, Hebei Workers Daily, Hebei Economic Daily, Zhao Yan Metropolis Daily, Baoding Daily, Baoding Evening News, Lianchi Weekly, Family Weekend, City Information, Hebei TV Station, Baoding TV Station.

2) Deliverables (soft outline):

First, the humanization tendency of office buildings

B. Century Building will build an "exclusive office platform for intelligent enterprises"

Baoding CBD planning has begun to take shape.

The Leader of Modern Cities —— The Status Quo of Baoding Central Business District

E Century Mansion —— The Core Masterpiece of Baoding CBD Area

F, headquarters base-the first choice for small and medium-sized enterprises to buy houses.

G. Century Building-tailored for the further development of small and medium-sized enterprises after their growth.

H century building-a fully functional and ecological office building that stands out from its peers.

1. Century Building-the "3E+5A" high-end business building sold near the existing house.

J, Century Building-wealth accelerator, commanding height of business

K. Century Building-Creating a Sales Miracle during the Internal Subscription Period

Annual meeting of small and medium-sized enterprises development

1) goal: let the idea of high-tech zone CBD be deeply rooted in people's hearts, and let people know that Century Building is the symbol of high-tech zone CBD and a platform for enterprises to develop at home and abroad.

2) Time: June 5438, 2004+10.

3) Venue: International Club

4) Organizers: Baoding Economic and Trade Bureau, Baoding Development and Reform Commission, Baoding Construction Bureau, Baoding Township Enterprise Bureau, Baoding High-tech Zone Management Committee, Baoding SME Association and Baoding Evening News Agency.

5) Co-organizer: Baoding Gankun Real Estate Company

6) Agenda: Experts and scholars talk about the significance of high-tech zone business to Baoding's modern city construction.

Reflections on the development of small and medium-sized enterprises

High-tech development zone planning attaches importance to commercial real estate.

The Design Concept of Century Mansion and Its Significance to the Development of Small and Medium-sized Enterprises

Media reporters ask questions

7) Media reports: the mainstream media in the province and Baoding.

The release of outdoor media

Tower brand, rainbow bridge, bus shelter, architectural advertisement, etc.

Direct delivery of DM special issues, newspaper entrainment, etc.

3. Brand-new advertising performance and creative theme

The successful operation of real estate projects can not be separated from advertising for the time being, and the key of advertising is to design advertising. Excellent advertising design will make the media cost of the project get a great return. According to our trading experience, the design level of a newspaper advertisement will directly affect the effective feedback of the advertisement, and the difference may even be doubled or tripled in the call statistics of the sales hotline. Looking back at those successful buildings in the market, which one will not remind us of its success slogan? Which version of the impressive advertising boutique do you have in mind? The advertising design of this case must be novel and unique, stand out from the overwhelming real estate advertisements, attract the attention of target customers and capture a steady stream of customers for actual sales.

The high standard of advertising design makes it impossible for us to be stingy with the design cost. We need to seek designers with higher design standards, so that they can have a deep understanding of this case and give full play to their creative talents under the guidance of our overall marketing planning ideas. While maintaining the unique expression style and outstanding taste style of advertising, we should also skillfully integrate the core ideas, project selling points, sales themes and the inspiration of advertising creativity, and design high-quality strategies for high-quality and best-quality advertisements, which will keep the advertising image and advertising effect of this case at a high level, not only directly promote sales, but also an important guarantee for maintaining the high-quality real estate image of this case.

4. All-round integration of advertising

After the case enters the sales period, all-round and multi-level advertisements will be placed. After full analysis and evaluation, media resources will be effectively integrated and utilized. According to the information source characteristics of the target customers in this case, conventional mainstream media is still the main choice, such as newspapers, periodicals, outdoor, television, radio and so on. At the same time, choose other special media as auxiliary cooperation, such as network, direct investment, etc. And make use of the customer resources of relevant clubs and societies. The advertising plan will be arranged reasonably according to the needs of the sales period. In the initial stage, there will be a framework plan for the investment plan and the proportion of expenses, and there will be corresponding budget quotas for various media launches, various sales stages, various promotional items and various activities and exhibitions, so that the planning, purpose and initiative of publicity and expenses will be more clear, and the rate of return will be improved as much as possible while ensuring the publicity effect, avoiding passive, scattered and blind publicity methods.

5, the principle of media combination

Because the source of market consumers is generally more complicated. It is impossible for a single media promotion to penetrate into all levels of the target customer base of this case in the future. So we recommend this case in a combined three-dimensional way, and the principle of combination adopts the principle of "from the inside out first, from the main to the secondary".

A) from the inside out first

After development, Baoding real estate market has formed a strong industry crowd, which is what we usually call real estate circle. In this circle, there are many people in the industry who are concerned about Baoding market and have mastered some professional media communication channels (salon for insiders, Baoding Construction, etc.). ). Under the condition of ensuring the product quality, let the image of this case constantly appear in such professional media. This kind of professional media or professionals have their professional advantages, which are often more convincing than advertisements and more convincing to consumers. Unconsciously, through their mouths, the advantages of their professional media led to market preferences. On this basis, it turns to external market promotion in the ordinary sense.

B) first, then second.

In order to quickly open the market gap, gather popularity and attract most target customers. We take the initiative before taking the initiative. It is highly recommended to publish the information of this case in mainstream media, take care of customers from other channels on the basis of the above, and choose some customer group media with fixed reading and appreciation habits. In the cost budget, there are two times. Understand the customer subject we need to face, focusing on both the main attack and the consideration.

C) description of three-dimensional combination mode

The so-called "three-dimensional" in the promotion of the whole case not only refers to the promotion through print media, but also includes various media promotion means such as public relations activities, exhibition promotion and network communication. Including the activity planning ideas we designed for this case. Other ways include DM direct and customer communication.

6. Popularize budget and application.

① Overall promotion cost estimation

The publicity and promotion budget of this case should be formulated according to the overall market situation and the needs of project operation.

According to our current understanding of this case, combined with the existing planning ideas, and referring to the operation mode of other projects, the publicity and promotion expenses budget of this case is tentatively set at 1%- 1.5% of the total sales.

② The rhythm arrangement of promotion expenses.

According to the superposition of sales cycle and preheating in this case. We divide it into two parts. First, prepare the budget before starting; The second is the arrangement of promotion expenses during the normal sales cycle.

In the early stage of project marketing activities, a large number of sales props and other objects need to be prepared in advance. Some sales props will run through the whole project, such as sand table, sales office packaging, various documents and so on. Through the allocation of the total budget, we set the budget for the early stage of this case at around 25-30%. Content:

Aerial view of the ceiling decorated with wallboard in the sales office, renderings of individual buildings, advertising display boards, etc.

Sand table Individual sand table and planning sand table

Guide signs at doors and indoors.

Door head sales office door head packaging, LOGO wall layout

Sales props loushu 8000 copies.

50 thousand posters

Other business cards, packaging, etc.

Outdoor guide Optimus Prime or street sign

Engineering enclosure room peripheral board sales office peripheral room peripheral board

guide sign

Some media create momentum in the industry.

Print news activities

PR campaign

VI system design