What do you think of real estate planning?

I think planning is a means of integrating resources to achieve my expected goal. As far as real estate is concerned, planning is from the inside out, from part to whole, carefully packaging the project, supplemented by clever publicity means, so as to achieve high sales!

It used to be the era of planned economy, and many employees in enterprises could enjoy welfare housing allocation. Even if this policy was cancelled later, it was still the real estate market. Developers will not research the market in advance, build houses according to the needs of consumers, and there are no concepts such as community environment, supporting facilities and property management. At that time, property buyers did not have these concepts and felt that as long as they had a house to live in. However, with the reform of the economic system, the dominant position of the market has changed, and the seller's market in the real estate industry has changed into a buyer's market. The demand of buyers is not only reflected in the level of "having a house to live in", they are increasingly pursuing the quality of life, demanding perfect supporting facilities, perfect residential environment and intimate property management. The industry of real estate planning comes at the right time. From the moment of land acquisition to the final property management, the basic needs of buyers are connected in series like needles. In the 1990s, there was a big market in Panyu, which attracted the attention of all peers-Country Garden. The villa project was a great success because someone planned it from the beginning and made a correct judgment on the needs of the market and consumers in advance. Wang Zhigang was the first person to build the school next to the community. It is precisely because of this epoch-making initiative that Country Garden has made great achievements and laid the foundation for real estate planning. Nowadays, after years of development, the real estate planning industry has almost developed from a single planning stage to a creative planning stage. From the concept, planning, planning, design, construction, marketing, property management, there are creative aspects. It is not luck that Star River Bay in Pudong, Shanghai can create a sales myth of 6 hours and 4 billion yuan. Before the opening of Star River Bay, Huang Wenzai led the team to carefully plan and design the land, apartment type, architectural style, building materials and living environment, and the success of Star River Bay was based on the planning. But planning is not everything, and not all planned projects can be successful. Known as "the first mansion in China", "Tomson Yipin" persisted for 280 days and finally surrendered at a reduced price. Why? I think it is because the research on market segmentation is insufficient and there is a blind overestimation of its own advantages. First, the first prerequisite for the effectiveness of market segmentation is that the capacity of the market segment should be large enough. Obviously, Tomson Yipin does not have enough production capacity to support the sales of the project. The customer level in its market segment is too high, which leads to insufficient production capacity and unsalable project sales. Secondly, the second prerequisite for effective market segmentation is the accessibility of sales channels. Because the customer segmentation positioning of Tomson Yipin is too high, it may exceed the accessibility of its own resources, which is also a major reason for the unsalable project. Tomson Yipin failed to reach its customers in channel positioning, resulting in failure. Third, another prerequisite for the effectiveness of market segmentation is that the differences should be obvious enough. Judging from the feedback from the market, the market does not recognize the product differentiation of Tomson Bianjian.

Therefore, I think market segmentation and research are the basis of planning and the top priority. If the object of buying a house is wrong at first, then even if the propaganda means are exquisite, it is difficult to achieve twice the result with half the effort! From market research to real estate project positioning, real estate project investment planning, real estate project integrated marketing planning, and then to real estate project after-sales service and property management, only by doing a good job in market research can we carry out follow-up work step by step.

Also, I think the planning of successful projects is inseparable from creative marketing methods. How can we attract buyers' attention and arouse their desire to buy? Here, I still want to give an example of Star River Bay. The house in Xinghewan can be sold together with world-class luxury goods such as sports cars, gold and silver jewelry, which can not only highlight its noble value, but also share customers in other industries and achieve a win-win effect. This is a classic case of cross-border marketing!

Therefore, I think that successful projects, market research is the foundation, marketing creativity is the means, and both are indispensable!