Is the supplier an external customer?

Relationship marketing of real estate enterprises

About-real estate marketing planning scheme-housing policy network

First, the necessity of implementing relationship marketing in real estate enterprises

The unique transaction law of real estate determines that real estate enterprises should implement relationship marketing. This is first manifested in the transaction process of commercial housing, which is a process of continuous communication between enterprises and customers. It requires both sides to establish certain feelings and mutual trust, and form a harmonious interpersonal relationship. Second, personalized service to customers is the foundation for the existence and development of enterprises. Real estate enterprises need to find the changes in customer demand in time and improve the quality of products and services according to customers' opinions and reflections in the service process. Third, because the life cycle of real estate products is at least 70 years, apart from investment, the proportion of old customers buying again is very small; Traditional real estate enterprises focus on maximizing the profit of each transaction, paying little attention to retaining customers and throwing them away after the transaction is completed. This short-term behavior is called trade marketing. However, with the increasingly fierce competition in the real estate market, enterprises realize that they must give up the practice of quick success and instant benefit, change from transaction-centered to relationship-centered, and strive to maintain long-term, two-way and inseparable friendly relations with customers. Satisfying the recommendation and demonstration purchase caused by relationship marketing of old customers can bring considerable benefits, especially for rolling development projects, which may span several years from the first phase to the last phase.

The characteristics of the real estate industry also determine that real estate enterprises should implement relationship marketing and customer relationship marketing. Because the real estate value chain involves many fields, such as demolition, planning and design, construction, house decoration, building materials production and procurement, landscaping, house sales, intermediary consulting and so on. In order to reduce transaction costs, spread risks and establish new economic growth points, real estate enterprises must establish, maintain and develop relationships with individuals and organizations related to real estate development, such as the government, financial institutions, mass organizations, other real estate developers and internal employees.

Second, real estate enterprises to implement the relationship marketing target room network policy

Customers are the core of relationship marketing of real estate enterprises, and should cater to market demand and provide personalized services. Produce and design products that meet the needs of different consumers and turn potential customers into real buyers. Perfect property management is the after-sales service of real estate, which makes the owners feel comfortable when they live and should also feel happy spiritually. Owners' satisfaction with property management can create more new customers.

Internal staff is the key to relationship marketing of real estate enterprises. Relationship marketing theory holds that internal employees are also markets, and marketing activities also occur among internal customers. Only through effective incentive mechanism to meet employees' needs and desires, and through unified employee values to mobilize employees' initiative and creativity, can we provide better services to external customers with higher efficiency and finally satisfy external customers.

Competitors are the focus of relationship marketing of real estate enterprises. Competitive cooperative developers should not only talk about competition, but also require cooperation in market operation. Competition is not physically destroying opponents, because old opponents are eliminated and new opponents will grow up again. Only by changing "alternative" competition into "mutual promotion" competition can enterprises survive in a relatively stable environment where * * * responsibilities, * * * resources and competitiveness are enhanced.

The influencer is the guarantee of relationship marketing of real estate enterprises, and the development behavior of real estate enterprises is bound to be restricted and influenced by government management institutions such as urban planning departments, environmental protection departments, cultural relics protection departments, community public, media, consumer rights protection organizations and social welfare institutions. Therefore, enterprises should adopt a positive attitude, abide by legal norms, follow corporate ethics norms, establish a good public relations image, and handle the relationship with influencers.

Supplier is the premise of relationship marketing of real estate enterprises. The suppliers of real estate enterprises are mainly government departments, financial institutions, building materials suppliers and individuals and organizations providing human resources. Due to the scarcity of land resources and the need to regulate the real estate market, the relationship between the government (suppliers) and real estate enterprises is almost asymmetric and in an active position. Real estate enterprises must have good performance, strong strength, perfect service and extensive social influence. The real estate industry is a highly capital-intensive industry. At present, China's real estate industry has a single financing channel, mainly relying on commercial bank loans, which account for nearly 60% of the total real estate development funds. With the introduction of the strict control policy to improve the capital adequacy ratio of loans, real estate enterprises must keep close contact with securities companies, trust and investment companies and related intermediaries, expand financing channels, and implement mortgage securitization, equity, bonds, trust funds and other financing.

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Third, real estate enterprises to implement relationship marketing measures

First of all, from a strategic point of view, real estate enterprises should establish the concept of relationship marketing. Developers should face up to customers' interests and conflicts, especially actively deal with customers' problems. They should not only pay attention to the service process quality of service personnel, but also pay attention to the influence of service results on customer satisfaction. First of all, we should establish the concept of relationship marketing, which is often the main switch to solve.

Then identify the types of customer relationships and implement marketing strategies in a targeted manner. The customer relationship marketing of real estate agents must be screened according to the depth and level of customer relationship marketing, so as not to distract marketing power. Among all kinds of customers, from one-time customers to end customers, developers should identify the most valuable owners and reward customers who have made great contributions. Through effective communication, let customers know about the reward scheme, let them know what long-term benefits the developer can provide, and urge them to change their behavior and become frequent customers and propagandists of the developer.

Third, the most important thing is that real estate enterprises should establish a customer management and service system. The customer management and service system of real estate enterprises should include customer basic database system, customer service system, customer satisfaction monitoring and feedback system, customer profitability evaluation system and customer management coordination control system. Among them: (1) The customer database system manages customers scientifically and systematically by establishing a customer database and effectively using the stored data, so as to improve customer satisfaction and realize the resale of real estate products. (2) The customer service system is a quick reaction force ready to go to the front line of customer service at any time, which can respond quickly to customers' opinions, complaints and dissatisfaction and solve them properly. It includes two service systems: customer service and customer retention. Perfect customer service system, through the after-sales tracking of real estate, find out the problems of housing use in time and take corresponding measures to deal with them properly. The idea of customer maintenance system is to change passive service after the event into active service before. (3) The customer satisfaction monitoring and feedback system should comprehensively grasp the customers' attitudes, opinions, criticisms and suggestions on the products and services of the enterprise as an important basis for adjusting and improving the real estate marketing decision. (4) Customer profitability evaluation system is to compare and evaluate the lifelong value of real estate customer base and the cost of long-term maintenance of customer base, so as to make the benefits of customer relationship marketing outweigh the costs, thus selecting the best marketing management scheme for enterprises. (5) Customer management coordination control system, aiming at ensuring and improving the efficiency and quality level of customer relationship marketing.

Fourth, we should strengthen communication with customers. According to the research of American Marketing Association, only one-third of customers are dissatisfied with products or services, and the other two-thirds are due to poor communication. It can be seen that correct communication with customers is an important link to satisfy more customers. A satisfied customer means the increase of intangible assets, and a dissatisfied customer means the loss of assets. Therefore, knowledgeable real estate companies should strengthen communication with customers, take the initiative to solve problems for customers, try their best to encourage customers to complain, and then try their best to make dissatisfied customers happy again.

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