Marketing strategy of real estate marketing

Because of its huge investment value, immovability and location, real estate is much more difficult to sell than ordinary commodities. In order to sell real estate products successfully and effectively, a series of marketing strategies must be adopted according to the marketing objectives and the characteristics of the marketing market. Due to the rapid development of the real estate industry, some new marketing concepts and ideas emerge one after another. A typical example is the application of 4C (namely, consumer, cost, satisfaction and communication) theory put forward by Professor Lauterbourne in 1990 in real estate marketing. Contrary to the traditional 4P marketing strategy, it puts consumers at the core of real estate marketing. Whether it is products, prices, sales channels or promotional activities, consumers' needs and wishes are the primary factors and the fundamental starting point. Many real estate marketers regard it as a strategic shift in real estate marketing, but the theoretical root of 4C theory is the same as 4P theory, which is not so much a strategic shift as the development and perfection of 4P theory in practical operation. Therefore, this paper will still analyze the real estate marketing strategy according to the traditional 4P marketing theory.

From the overall trend, China's real estate market has entered the stage of demand-oriented development, and the house price is gradually approaching the cost price and meager profit price, and the degree of marketization is gradually deepening. In marketing, both people in the industry and consumers have gradually matured, and a concept and an idea have been difficult to impress people. Consumers began to pay attention to the product itself. Buyers are more and more experienced and more rational; Disputes over illegal projects and housing prices have made some consumers more cautious. Therefore, the product strategy, price strategy, marketing channel strategy and promotion strategy of real estate marketing must be innovated reasonably according to the new market situation.

Real estate marketing product strategy Real estate marketing product strategy is the primary factor of real estate marketing, and real estate enterprises must market the products needed by the market if they want to survive. Real estate products are the most important content in real estate marketing mix. According to the concept and content of products in marketing, real estate products can be divided into three levels:

1, the core product. 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 property management and ensuring the provision of public facilities.

The market situation shows that the maturity of consumers makes the marketing of real estate products not rely on a concept or an idea, but what is really needed is 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 new market situation, it is precisely these two aspects that the real estate product marketing really relies on and breaks through.

The first is real estate brand marketing.

The marketing of real estate products has developed from a single real estate marketing to the brand marketing of the whole real estate enterprise. Because we all know that in the increasingly fierce market competition, brand is the most powerful and lasting weapon to win a lasting competitive advantage. In Hong Kong's real estate market, the sales of real estate developed by well-known enterprises such as Changjiang Industry, New World Group and Sun Hung Kai Group are 3.5% more than those developed by other enterprises under the same conditions. This is the power of the brand. In the same competitive market environment, why is "brand" better than "product"? Because "brand" has a unique image and personality, it is especially suitable for a certain part, can bring rich and beautiful associations, has specific interests, and is kind and human. The "product" can usually only be described by a series of body language, so it appears heartless and inhuman. Man is a perceptual animal by nature, and besides material satisfaction, he also needs colorful spiritual enjoyment, while "brand" has spirit and "product" does not.

The product is the foundation of the brand, but the product cannot be automatically sublimated into the brand. Only when people fully explore and extract the inherent quality characteristics of products and the feelings of developers, designers and producers, and consciously give products personalized personality and externalize them into audio-visual images, can "products" truly sublimate into "brands". Therefore, image design is the primary task of brand building. Only a distinct personality image can reflect the corresponding status, arouse the good association and purchase impulse of the target consumers, and make consumers spend repeatedly.

With the development of market economy, the brand image of goods has become the first element of consumers' cognition, and real estate, as a special commodity, is no exception. If real estate enterprises want to establish their own brands in consumers' minds, only by working hard on the quality, service and function of real estate products and comprehensively improving product quality can they establish a good brand in consumers' minds, thus establishing consumers' brand loyalty and providing conditions for the development and sales of subsequent products.

Secondly, the characteristic marketing of real estate products.

Modern society advocates the development of individuality, and consumers, especially the younger generation who have grown up in the new era, often regard whether they can display and publicize their individuality as an important criterion for measuring and choosing goods. Buying a house can be described as a family's long-term planning, and 100 families have 100 house selection principles. Developers can only win as many consumers as possible by adopting the personalized design of "nobody, nobody, excellent people and strange people".

Some savvy developers have discovered the importance of characteristic marketing, and take the marketing concept of studying market demand, strengthening use function, pursuing individual characteristics and creating humanized space as their business philosophy. It not only strives to break through the similarities in product strategies such as residential area layout, architectural appearance, color, floor, balcony and internal structure, but also highlights the personality of residents, and has a unique style in advertising, channel selection, price determination and promotion methods, which has become a market highlight. Take several hot-selling properties of Dalian Housing Fair as an example. Small apartments such as Jinhua South Park and Jinhua North Park are affordable houses with complete functions and are favored by young people. In addition, such as "Qingyun Cuiju", "Green Ace", "Software Companion Garden" IT features, "Lanting Landscape" cultural color and "Maple Garden Seascape" with a greening rate of 90%.

Third, the creation of consumers' living environment

With the increasingly serious environmental pollution and rising awareness of environmental protection in modern society, consumers are paying more and more attention to their living environment and quality of life. Property buyers no longer only consider whether the geographical location is superior or not and whether the sales price is cheap, but pay more attention to the environmental design of the houses they buy. They not only want the community to be lush with flowers and plants, full of sunshine and fresh air, but also require the residential community to stay away from factories and have no pollution sources nearby. This requires that the development of residential areas should take environmental protection as the marketing concept, change the development mode of land and money in the past, give full consideration to living space, sunshine and green space, and create an ideal home for consumers to live in harmony with nature. Now many developers put forward that "to engage in real estate, first engage in the environment" and "to sell a house is also to sell the environment", which has covered the business philosophy of environmental marketing. For example, at the beginning of 1997, Shanghai's "green garden" developed a new concept of "Singapore style", abandoned the high plot ratio pursued by many developers at that time, and strived to create its greening rate as high as 40% in the planning and design of the community. Subsequently, "International Trade Garden" also sold well in the property market with the marketing concept of "living by green". Later, "Shanghai Spring City" took the 3,500-square-meter "blue lagoon", "Cosco Bay City" and "Shanda Garden" as the market appeal points, and these properties all achieved good sales results. Of course, at the same time, developers should also avoid using environmental protection to promote sales and over-hype the concept. Two trees and a lawn were crowned as "environmental protection community" and "ecological home", which wantonly exaggerated the selling point of the property, which not only completely deviated from the track of environmental protection marketing, but also caused many marketing sequelae and became a public hazard in the industry.

Although many real estates have introduced the concept of green marketing intentionally or unintentionally while pursuing high greening rate from improving the environmental quality of residential quarters, they can only be called "green marketing" at most. The difference between it and green marketing is that the theme of green marketing is single, which is mainly reflected in the pursuit of high greening rate, and the realization form of greening is relatively simple, generally focusing on greening in front of the house and behind the house; The connotation of green marketing is rich, which not only includes the creation of external space (green space, square, tree-lined, roads, architectural sketches, etc.). ), including the creation of internal space (orientation, level, ventilation, lighting, dry and wet, etc.). ) residential units. Therefore, green marketing and green marketing require the creation of diversified internal and external spaces, especially the energy exchange between man and nature and between man and the universe. In addition, a single green marketing volume is imitated by competitors, which is not conducive to the formation of multi-dimensional competition pattern in the market, nor can it meet the various requirements of consumers for improving their quality of life. Therefore, a single green marketing must be combined with location marketing, room type marketing and property management marketing in order to realize real environmental protection marketing.

Third, the cultural marketing of real estate products.

Contemporary social culture has more and more influence on economy, and architecture is no exception. The inheritance, excavation and development of the historical context, and the preservation and reconstruction of the community ecology will often bring unexpected effects to the real estate. Property without culture is just a shell of steel and cement. The external pressure of modern life is increasing. What people need is not the "jungle of reinforced concrete", but the cultural connotation of their families. If the developer discovers this and deduces it, he can win by surprise. Therefore, developers should pay attention to embody cultural connotation as much as possible in architectural style, enhance the cultural value of residential quarters through distinctive theme creativity, and show high-grade blueprint for a better life. For example, in Sun City Garden on South Haihe Road and Fuxing Road, the developer specially built a special sculpture square-Shenniu Square, and placed 10 white marble sculptures in the community, including Roman mythical figures Apollo, Flower God and Harvest God. Here, people can appreciate the rare mythological sentiment.

In addition, with the rapid development of modern transportation and telecommunications, the distance between people is getting closer and closer, but the distance between hearts is getting farther and farther. The earth has become a village, but people's hearts are getting more and more closed. The developer of Cuihu Villa, one of the top ten star properties in Guangzhou, has noticed this problem. Their business philosophy is to create harmonious neighborhood relations and warm living culture, and they take various effective measures to strengthen communication and exchanges between owners. Their efforts on this issue can be seen from an advertisement in a bus shelter: "It's raining, let Mrs. Lin next door help collect clothes." This theme is simple, but precious and will last for a long time. In addition, in order to create a good environment for children to grow up, property buyers have higher and higher requirements for cultural facilities in residential areas. They not only care about the configuration and distance of cultural and educational units around them, but also pay more and more attention to the quantity and taste of cultural facilities in residential quarters and the cultural level of most residents in residential quarters. At present, many developers not only embody the cultural connotation as much as possible in architectural style, but also create the cultural atmosphere of the community through high-taste clubs, well-stocked libraries and warm and peaceful neighborhood centers. This is a beneficial exploration and successful attempt of cultural marketing.

Real estate marketing price strategy (price) Real estate development and construction, sales, leasing, mortgage, land transfer, transfer and other marketing are all commodity economic activities, and must be exchanged in accordance with market rules and economic principles. Mastering the pricing methods of real estate products and using various pricing strategies flexibly are the main means to carry out real estate marketing activities. Here will mainly introduce the pricing method, pricing proportion and price adjustment strategy of real estate.

1, real estate pricing method

The sales of a building or a community are often a period or a year. However, the consumer market is unpredictable, and the pricing of buildings needs to be accepted by the market. It can be said that pricing is partly art and partly science. There are many factors that affect the price, including: cost, building quality, price borne by customers, competitive factors of similar buildings, etc. The variable cost of products is the lower limit of pricing, and the upper limit is the price that customers are willing to pay. Consumers in the market always want to get the highest value at a moderate price, so price and value should not be confused. After pricing, you can make appropriate adjustments in operation, but you can't make substantial or negative adjustments, otherwise it will bring very bad effects. In terms of pricing, there are mainly several methods:

(1) market comparison method. The appraised real estate is directly compared with similar real estate transactions in the corresponding market, and the differences are appropriately adjusted or corrected to obtain the fair market price of the appraised real estate.

(2) Cost method. According to all necessary expenses for developing or building the appraised real estate or similar real estate, plus normal profit and tax payable, the price of the appraised real estate is obtained.

(3) Income method. Convert the expected normal net income of the appraised real estate in the future period (usually years) into the present value at the appraisal point, and sum it up to get the price of the appraised real estate.

(4) Residual method. Deduct the estimated normal development expenses, sales expenses, sales taxes and development profits from the estimated development value of the appraised real estate, and determine the price of the appraised real estate according to the remaining amount.

Of course, no matter what kind of pricing method, we must go with the market and maximize market share. After figuring out the method, the specific implementation strategies are low price, high price, internal price, one-price price and preferential price. Developers adopt a low-price strategy, which will make it easier to enter the market, easier to enter and start the market faster; The adoption of high-priced strategy flaunts excellent property, status symbol, perfect function and excellent environment. It can attract high-consumption people to enter the market at a high price, but it is not just asking for money, but it is worth the money.

2. Pricing proportion

Generally speaking, a standard floor should be set up first. The height of high-rise building is 1/2, and that of multi-storey building is 3-4 floors (below 9 floors). Then determine a reserve price coefficient. Generally, the increase ratio of each layer above the standard layer is 0.8%, and the decrease ratio of each layer below the standard layer is 0.5%. In high-rise buildings, floors below 7 floors are generally low-priced areas due to limited vision, and the price difference between the top floor and the lower floor is generally around 30%.

The user's choice of buying a house is not only influenced by the floor, but also by the scenery and vision of the two main sides of the house, such as street view, river view and road, which is one of the factors affecting the real estate price, that is, the orientation coefficient. Generally speaking, the orientation coefficient of river view and street view is about 8- 10%, but it is between 3-5% due to noise and dust on the roadside. If there is no difference in landscape between the north and the south, the price in the south is generally higher than that in the north. Some properties, because the orientation coefficient is unreasonable, good floors and good orientations are sold out, and the rest are not easy to sell, resulting in unsalable properties.

The pricing of shops, because the general customer's shopping habits are on the first floor, so the pricing of shops on the first floor is generally more than three times the average house price. The pricing of parking spaces per square meter is generally equivalent to 50% of residential buildings.

3. Price adjustment strategy.

The real estate price adjustment strategy can be divided into two aspects: direct price adjustment and preferential discount.

Direct price adjustment is the direct rise or fall of house prices, and its information to customers is the most intuitive and clear. There are two main forms of direct price adjustment: (1) base price adjustment. Base price adjustment is to increase or decrease the calculated price of the building. Because the base price is the calculation basis for formulating all units, the adjustment of the base price means that the prices of all units participate in the adjustment together. Such adjustment, the adjustment direction and adjustment range of each unit are the same, which is the unified response of products to the overall market trend; (2) Adjustment of price difference coefficient. Each unit has different price difference coefficient because of the difference of products, and the price of each unit is calculated by the price difference coefficient weighted by the basic price of the house. However, due to product differences, the market acceptance of each unit is not always consistent with the initial estimate. The adjustment of price difference coefficient requires that the original price difference system be revised according to the actual sales situation, and the price difference coefficient of good-selling units should be raised a little, and the price difference coefficient of bad-selling units should be lowered a little, so as to balance the sales ratio of various units and reflect the strength of market demand for different products. Adjustment of price difference coefficient is one of the main price adjustment methods often used by developers. Sometimes the price difference coefficient of a real estate can be adjusted nearly a dozen times in a month to adapt to the ever-changing sales situation.

Preferential discount refers to a method to directly stimulate customers' buying behavior by giving away or discounting within a limited time range in coordination with the overall promotion plan. Discounting is usually to enliven the sales atmosphere and make sales adjustments, but more often it is a direct profit-making behavior without a price system. Preferential discounts, like payment methods, have various forms, such as realistic discounts within one week; Buy an air conditioner, send a refrigerator, or send a study, send a storage room, buy a house lottery, and so on. To do a good job of preferential discounts, we must first let customers really feel that they are making profits, not a fancy promotional stunt. At the same time, the benefits of preferential discounts should meet the actual needs of customers and become the way they can hope. This is convenient for sales promotion. Furthermore, don't discount like other competitors. A variety of preferential discount forms make it possible for developers to be unconventional.

China real estate marketing channel strategy (Place) In the real estate industry, the real estate marketing channel strategy can be roughly divided into enterprise direct sales, principal-agent marketing, and network marketing and real estate supermarkets that have emerged in recent years.

Enterprise direct selling refers to the behavior of real estate development enterprises to directly promote their real estate products through their own marketers, also known as direct selling or self-selling. The advantage of direct selling is that it can help real estate development enterprises save a considerable amount of agency sales expenses (equivalent to 0.5%~3.0% of the selling price of 65438+), but the lack of sales experience and sales network is also the fatal defect of this sales channel. As China's real estate market is in its infancy, the operating mechanism of the real estate market is still not perfect, and the necessary talents and management experience need to be accumulated and explored. Therefore, it is still the main channel for real estate sales in China, and will still occupy an important position in the future development of the real estate market.

Principal-agent promotion refers to the act of real estate development enterprises entrusting real estate agents to sell their real estate products. The so-called real estate agent salesman refers to the middleman who accepts the entrustment of real estate development enterprises to find consumers, introduce real estate, provide consultation and publicize the effectiveness of real estate. Principal-agent can be divided into enterprise agent and individual agent. The former refers to an agency with legal personality composed of many people, and the latter refers to an individual as an intermediary, that is, a broker.

Network marketing is the product of the information age and the development of e-commerce, and it has also been applied to real estate marketing. Some websites with real estate as the main content have appeared in China, such as SouFun and Zhong Fang, which provide new information communication channels for real estate enterprises and consumers. At the same time, many real estate developers also use Internet resources for online marketing. In September, 2000, Shanghai Green Master Garden launched the first electronic building book in China, which marked a new means of online real estate marketing. Now many developers have registered their own websites online to promote enterprises and products. Two-way communication through the internet can break geographical restrictions and spread information remotely, with a wide range and a large number. Its marketing content is detailed, vivid and illustrated, which can show the appearance and internal structure of real estate products in an all-round way, and can also simulate interior decoration and furniture layout, providing many conveniences for potential buyers. With the further development of e-commerce, network marketing will become a marketing strategy with great potential and development space in the real estate market.

Real estate supermarket marketing is a brand-new marketing channel that has recently appeared in Zhejiang and Shanghai. Its appearance marks that China's real estate sales have begun to bid farewell to the traditional single mode of developers' self-production and self-sales, and entered the period of commodity retail characterized by supermarkets. Some experts believe that real estate supermarket is a reform and breakthrough in the marketing concept and mode of China property market, which brings new ideas and opportunities to solve the current difficulties in commercial housing sales.

Real estate marketing promotion strategy Real estate promotion strategy refers to a series of publicity and persuasion activities that real estate developers transmit real estate product information to consumers or users in order to promote real estate rental and sales. Through these activities, consumers can understand the characteristics and functions of real estate products, stimulate their consumption desire, promote their purchase behavior, and thus achieve the purpose of expanding sales. Real estate marketing promotion can be divided into advertising promotion, personnel promotion, public relations and commercial promotion.

1, advertising

Advertising is an open form of publicity to introduce people to commodity information and convey some ideas. The outstanding characteristics of real estate advertising are short advertising cycle, high frequency and high cost.

The main demands of real estate advertising are: location advantage, product advantage, price advantage, convenient transportation advantage, school district advantage, community life quality, social reputation of development company and so on.

There are several types of real estate advertisements to choose from: (1) print advertisements. It is quite common to use printed matter for real estate advertising, and it is also one of the main means of real estate product marketing. Newspapers, magazines, related professional books and promotional materials printed by developers or their agents are all effective carriers of real estate advertisements; (2) Audio-visual advertising. Using TV, movies, neon lights, billboards, radio and other media are all effective audio-visual advertisements to promote real estate products; (4) on-site advertising. On-site billboards erected on the construction site and publicity advertisements introducing development projects on the surrounding walls of the construction site; (5) letter advertisements. Including the catalogue and instructions of commercial housing.

Developers should choose appropriate advertising types and advertising strategies according to different building types, rental and sales scope and advertising costs in order to achieve the maximum publicity effect.

Step 2 start a business

Commercial promotion is a variety of measures to encourage purchases in order to stimulate demand and expand sales in a larger target market. It is mostly used for short-term special promotion of a certain period and a certain task. The effect of business promotion to stimulate demand is very obvious and the cost is less.

Developers can introduce housing construction selection standards, housing decoration knowledge, housing loan methods and processes, commercial housing purchase procedures and government-related taxes and fees to consumers through large-scale housing knowledge popularization activities, which can increase consumers' real estate knowledge and increase their sense of identity with developers. In addition, developers can also hold opening or subscription ceremonies, project seminars, press conferences, celebrity spokespersons, cultural and leisure activities, and owners' associations. These activities can greatly enhance the visibility of real estate enterprises, so that the sales performance of enterprises continues to climb. The real estate fair held every year in Chongqing and other places is also a stage for developers to show their strength. According to statistics, every real estate fair will have extraordinary turnover.

3. Personnel promotion

Real estate promotion refers to the activities of real estate promotion personnel to introduce developers and their properties to consumers in the target market according to the customer information they have, so as to facilitate the transaction. The advantages of personnel promotion are: clear target customers, concentrated promotion power and high turnover rate; Interview with customers is conducive to contact with customers, close feelings, information feedback, and understanding of the development, construction and marketing trends of the same industry.

Of course, the way of personnel promotion requires higher quality of promoters. Generally speaking, sales promotion personnel must have the following conditions and qualities: rich real estate knowledge and reasonable knowledge structure; Grasp the correct real estate market information in time; Have a good business philosophy and professional quality.

In daily work, sales promotion personnel should pay attention to filing the detailed information of all customers in the business circle, including address, name, telephone number, etc., so as to keep abreast of it.

4. Public relations

The promotion activities of real estate public relations include: striving for favorable publicity for real estate developers, assisting real estate developers to establish and maintain good relations with the public from all walks of life, establishing and maintaining a good corporate image, and eliminating and handling rumors, rumors and events that are unfavorable to real estate development enterprises. The disclosure of the relationship between * * * can mainly include:

Create gimmicks and crisis public relations

Artificial news spots attract media reports and enjoy free advertisements. This also includes crisis public relations. In view of the frequent occupancy disputes at present, if handled properly, it may be possible to rebuild the good image of the project with a frank attitude under the attention of many consumers and the media, and turn disadvantages into advantages.

Establish good relations with all parties.

Developers should attach importance to consumer orientation, emphasize the two-way communication between enterprises and consumers, establish a long-term and stable corresponding relationship, and establish the competitive advantage of enterprises and brands in the market. The value of goods and brands is the most difficult to replace, which is closely related to the degree of consumer recognition. Therefore, developers should arrange business strategies completely from the perspective of consumers, fully study consumer needs, strive to strengthen communication with consumers, and pay attention to relationship building. At the same time, developers should also pay attention to cooperation with local governments, financial institutions and other social organizations, and pay more attention to cooperation between developers, especially the latter.