Yin Cheng Property Daily

Value analysis of public-private relationship in real estate marketing

Due to the complexity of real estate product form, unique regional, irreplaceable, hidden information and direct transaction between consumers and producers, it is required to establish a good corporate and real estate image, long-term stable social relations, real and objective real estate information and smooth channels for effective communication with the public in real estate marketing. As an important means of promotion, the relationship between the public and the public meets the requirements of real estate marketing, which makes the relationship between the public and the public have unique advantages and values in real estate marketing activities.

Keywords: real estate; Marketing; * * * relationship; value

The two main ways of real estate promotion-advertising and public relations-are far apart in the market. Most comprehensive daily newspapers have special pages or issues on the property market, and TV stations have also started real estate programs. The competition in real estate advertising is fierce. On the other hand, the means of real estate public relations are limited in the whole real estate field, and the value of public relations in real estate marketing is seriously underestimated. In fact, public-private relationship is the most effective promotion method in real estate marketing.

First, the advantages of public relations in real estate marketing

1. Public-private relationship is the best way for enterprises to shape their own image. Real estate marketing is the market research of real estate, a special commodity, and the formulation of a series of strategies such as customer orientation, product positioning and price positioning, as well as the measures taken to organize, arrange and implement these strategies. The particularity of real estate commodities makes the marketing activities of real estate different from general consumer goods, with the characteristics of short promotion cycle, no commodity distribution, remarkable regional characteristics, strong brand benefits and perceptual promotion. Its biggest characteristics are the regional and irreplaceable products, the complexity and concealment of its market information, and the short-channel characteristics embodied in the direct exchange between consumers and product producers. These characteristics first require enterprises to have a good positive public image in order to achieve the purpose of real estate marketing. Public-private relationship is the best way for enterprises to shape their own image, and its main function is to achieve the purpose of coordinating relations, seeking cooperation and creating the best environment for their own development. Through the dissemination and exchange of information, we can enhance mutual understanding, trust and support between groups and society, communicate and influence consumers, and establish two-way, long-term and stable good social relations, thus promoting real estate development enterprises to establish competitive advantages. It is this basic attribute and function of public relations that determines that public relations have unique advantages in real estate marketing activities.

2. Public-private relationship is a reliable guarantee for real estate sales. The full competition in the real estate market makes its products further subdivided, and this subdivision is based on the needs of customers. Because of its humanistic characteristics, public relations activities have become the best way to meet this requirement. Public relations can effectively achieve face-to-face contact with customers, which is beyond the reach of advertising promotion means. Advertising is a non-face-to-face information dissemination activity. Information feedback between advertisers and audiences is limited, and two-way communication is quite blocked. Due to the excessive commercialization of advertising information, simple advertising can no longer effectively achieve the sales purpose of the project, and the effect of real estate advertising is declining. How to catch effective people needs more effective channels. Public-private relationship is the most effective tool to meet this demand. It is a peer-to-peer appeal to the target group. By displaying cultural charm and humanized communication, consumers' recognition can be achieved more directly and sales can be promoted.

3. Public-private relationship is an effective tool to solve the real estate crisis. The information dissemination of public relations is highly feedback, which facilitates the two-way communication between enterprises and the public, realizes interaction, and easily achieves trust and tacit understanding between developers and consumers. Public relations plays an obvious role in improving the reputation of real estate. On the one hand, reputation can directly bring product sales, on the other hand, it can establish good customer relations. Good customer relationship greatly reduces the emergence of contradictions, and once conflicts and crises occur, a good communication mechanism based on public-private relations is also a channel to turn crises into opportunities. When an enterprise faces a crisis, public-private relations can effectively resolve contradictions, ease and eliminate conflicts, turn passivity into initiative, and turn disadvantages into advantages.

Second, the role of public relations in real estate marketing

1. The relationship between public and private has a strong supporting role in real estate marketing. Mainly manifested in two aspects: First, the public * * * relationship can quickly and effectively create a strong atmosphere of public recognition and preference through public * * * relationship activities, and further stimulate the public's strong sense of participation in activities by arousing the public's psychological voice, so as to achieve the purpose of "creating momentum" and form a good marketing environment. Secondly, the relationship between the public and the public can provide convincing facts and basis for emotional marketing promotion, thus supporting emotional marketing promotion with rational public relations activities. Because consumers of real estate projects are extremely concerned about the actual selling points of products, it is obviously not enough to only publicize perceptual knowledge. The premise that perceptual factors affect the purchase tendency is the unshakable practical functions of real estate, such as location, quality, design, landscape and first-class property management. For these marketing promotion can not fundamentally solve the confusion of consumers, we can use news, third-party testimony and other forms to complete the relationship between the public and the third party, to make up for some shortcomings of perceptual promotion.

2. Public-private relationship is an important resource in the process of real estate marketing. It can help real estate enterprises to monitor the marketing environment, collect various social reactions to enterprises, and provide information and decision-making consultation for marketing decision makers and corresponding departments. Due to the marketing cycle, product sales terminal and regional characteristics of real estate, it is urgent for real estate marketing to quickly enhance its popularity and accumulate communication effects in a short time in a regional market. These requirements are the result of public relations activities. Public * * * relations can quickly enhance popularity and accumulate communication effects in a short time. Because of the timeliness of news and the regionality of newspapers, it can quickly create momentum for real estate projects in the region, and after integrating other strategic resources, it will form new marketing functions and resultant forces, forming the most important marketing resources.

3. Public-private relationship is an important social practice in real estate marketing. Public-private relationship is the interaction between real estate enterprises and relevant public. This interaction not only brings good benefits to both sides, but also plays an important role in all aspects of society. Real estate public relations can establish and maintain two-way communication between real estate enterprises and all kinds of public, spread organizational information to the public, strive for understanding and support, strengthen contact with the public, shape a good corporate image, expand the visibility of enterprises and brands, and improve their reputation and credibility. The relationship between the public and the public has an inherent advantage in establishing credibility, because public relations activities usually appear in the form of news, and their influence on the public is authentic.

4. The relationship between the public and the public is an important part of the strategic management of real estate enterprises. We can urge real estate enterprises to adjust their corporate goals and actions in a planned way, influence public opinion, attitudes and behaviors with corresponding strategies and actions, coordinate the relationship between enterprises and the public, promote cooperation between the two sides, help organizations achieve established goals, increase benefits, enhance organizational cohesion and attractiveness, and maintain harmony inside and outside the organization.

Third, the value of public and public relations in real estate marketing.

The value of public relations in real estate marketing is mainly reflected in brand promotion, sales realization and crisis management.

1. Brand PR

The brand promotion value of public * * * relationship is reflected in the customer-oriented stage, project planning stage, project marketing stage and property management stage of real estate marketing. There are various communication channels and tools in real estate marketing, which are far more complicated than general consumer goods. Rational use of integrated marketing communication strategy around core interests is an effective way to build real estate brands. This communication strategy of integrated marketing is a marketing method with public-private relationship as the carrier and marketing as the protagonist. Enterprises publicize enterprises and buildings through various channels, improve the visibility of projects and enterprises, and form favorable public opinion. For example, Yin Cheng Real Estate is an influential local development enterprise, and its developed properties are managed by its affiliated enterprise "Yin Cheng Property Management". In the service, they found that every summer vacation, children become the biggest headache for parents. Usually parents go to work and children go to school, but after the holiday, children have nowhere to go. Therefore, Yin Cheng Real Estate has designed a public relations activity of "Children's Military Summer Camp", organizing the unattended children in the buildings and communities they serve to form a military summer camp and taking them to a military academy in the suburbs for military training. At the end of the day, it performed a military newspaper performance in front of the sales hall of a newly-opened real estate project in Yin Cheng, which won unanimous praise from customers. This is a brand public relations activity that is beneficial to all parties. Yin Cheng real estate has improved its reputation and raised its social visibility. Property service companies have made profits through activity charges, resulting in economic benefits; The master also solved practical problems and exercised the children.

2. Sales PR

Promoting sales is an important function of public relations. In real estate marketing, the mode of public relations igniting advertisements is the most commonly used promotion method. The preheating, opening or adjustment of the project market requires the ignition of sales public relations activities. Use various social, public welfare and sponsorship activities to carry out public relations activities, and participate in social activities such as commemorative meetings, celebration ceremonies and social sponsorship to expand the influence of enterprises and real estate and directly promote sales. At present, our common public relations activities in real estate marketing are mostly in this way. For example, an enterprise has developed a 38-storey office building, but the sales situation is not good due to the influence of the marketing environment. Public relations staff used the local custom of climbing on the Double Ninth Festival to plan the public relations activities of "Climbing Fitness Competition on the Double Ninth Festival". Firstly, the fire stairs are transformed into landscape stairs with beautiful environment, and various sports wall charts and background music are hung, which is suitable for climbing stairs for fitness. Then, the "Chongyang Rock Climbing Fitness Competition" was jointly held with the news media. The company sponsored the grand prize and invited the participants of the stair climbing competition to open to the public. The competition venue was arranged on the landscape stairs of this building, and the competition was publicized by many news media. And organize the discussion of "culture and real estate" in the media, create the concept of "sports real estate", and enhance the deep influence of public relations activities on consumer consumption behavior. Through public relations activities, the building has had a certain influence in the local area and greatly promoted sales.

3. Crisis public relations

That is, corrective public relations activities. Due to the complex and diverse composition factors of real estate development enterprises, the changes of market environment and social environment are intensified, and development enterprises are increasingly challenged by crisis events such as customer complaints, media exposure and loan restrictions. Broken window theory, a management scientist, said that if someone broke the window glass of a house, but the window could not be repaired in time for various reasons, then others would connive at it and break the second, third or more windows. Therefore, some small crises that are not concerned by people may become real crises if they are not controlled early. Whether the crisis events are handled well or not will directly affect the operating conditions and even the survival of enterprises. Usually, the public relations method to deal with the crisis follows two principles: first, quick response. When an unpredictable crisis occurs, enterprises should respond immediately, mainly to the media and consumers, show their attitude objectively and fairly, and promise to solve things as soon as possible to minimize the negative impact; The second is to investigate quickly. Is to quickly form an investigation expert to find out the root of the problem. If the enterprise does have problems, we should think of a solution as soon as possible. The recent "Country Garden Land Acquisition at Zero Land Price" crisis once again shows the important role of public relations in the crisis process.

References:

[1] Loujiang. Theory and practice of real estate marketing [M]. Shanghai: Tongji University Press, 2004.

[2] Pan Tong. Real estate marketing [M]. Dalian: Dalian University of Technology