Operation process of real estate brand

The biggest feature of real estate brand planning mode is that besides grasping the internal quality and external quality of the brand, it emphasizes the promotion of the project brand. Through on-site packaging, on-site sales packaging, TV newspaper advertisements, model house promotion, soft news propaganda, public relations activities, etc. Unknown buildings will become household names in a short time, attracting customers to buy, thus achieving the purpose of brand planning. Brand planning mode is very effective for some projects with poor internal and external quality. Through "rapid promotion", the project has won people's recognition. However, if one-sided pursuit of "hype" and "hype" ignores product quality, although the first opening is successful, the subsequent issues may not sell well. Therefore, while "promoting quickly", we must not forget the quality of the brand, because it is the real internal quality of the project that ultimately wins the trust of customers. Brand is difference and personality. Brand marks the special identity of goods, which distinguishes them from other kinds of goods. Real estate brand means that real estate projects have different personalities from other projects, unique target markets and target customers with the same cognition, and have high visibility, reputation and loyalty. Real estate brand planning is to dig, discover and enhance the connotation of real estate brands, so that real estate projects can win people's trust.

The process and content of brand planning mode are as follows:

1. Brand planning focuses on building the project brand. First of all, we should put forward the unique core connotation of the brand. 2. Look for product support according to the core brand connotation in the product. Seek and express brand connotation in planning, design, landscape, supporting facilities and property services. Brand planning is to establish first-class quality and first-class promotion. Quality is the foundation of brand, and brand planning should start with quality and create first-class quality. Brand promotion should enhance first-class added value, have first-class strategy and tactics, and establish first-class property management team. 3. Brand building should seek public recognition and have social value. Brand planning should focus on enhancing added value. First, we should integrate into the natural and harmonious environment; Second, the socialization of community service; Thirdly, we should make our family life informationized. 4. There are four stages in brand planning and promotion. First, the stage of "artificial rainfall"; The second is the stage of "building a pool to store water"; The third is the stage of "opening the gate and discharging the flow"; The fourth is the stage of "continuous water storage". Five methods of brand planning and promotion. (1), "nesting to attract phoenix" method; (2) "bonsai demonstration" method; (3) the method of "offering flowers to Buddha"; (4), "Ma Liang Shen Bi" method; (5), "mass advertising" method. 5, brand promotion, the brand should be based on the continuous progress of society, at different stages, the brand needs some small innovations. We should constantly maintain the brand image and establish the brand concept of sustainable development. Six items that should be paid attention to in brand promotion. (1), soft promotion project; (2), public relations activities; (3), shopping mall packaging engineering; (4), word-of-mouth project; (5), public relations crisis project.