Real estate advertising planning scheme

5 real estate advertising planning scheme

Planning scheme is the expression of planning results, usually with words or pictures as the carrier. The planning scheme originates from the original idea of the sponsor and ends with the reference of the scheme implementer. Here I brought you a real estate advertising planning scheme, I hope you like it!

Real estate advertising planning scheme 1 1. the purpose and significance of all-staff marketing

All-staff marketing is an important means to promote our marketing work. The purpose of implementing all-staff marketing in the company is to give full play to and mobilize the enthusiasm of all employees through this form, achieve better economic benefits, advocate employees' love for their posts and dedication, and create a working atmosphere of unity, cooperation and hard work.

Second, the implementation measures

1. The scheme adopts the mode of "all staff marketing, more sales and more gains". Employees do not need to interfere with their normal work.

2. Scope of application: This scheme is applicable to anyone who purchases houses or shops in real estate projects developed by the company through employees below the general manager. (Sales Department does not participate in this scheme)

Third, the sales process.

① Employees are responsible for providing customers with relevant information and consulting services such as location, apartment type, area, price, delivery date, property management and liability for breach of contract.

② Employees are responsible for urging customers to pay the house payment on time (deposit, down payment, lump-sum payment, installment payment, mortgage loan and later expenses, etc.). ).

(3) Employees are responsible for leading customers to the Finance Department to pay cash or handle transfer procedures, and individuals are not allowed to handle cash.

(4) The contract shall be completed by the sales manager and the handling personnel of the Finance Department in cooperation with the customers. The sales manager is responsible for filing and saving the signed contract.

⑤ If customers need mortgage loans, the sales manager will help them complete the loan procedures.

⑥ The handling personnel shall communicate with customers and explain to them the relevant national policies and regulations and the Company's temporary regulations.

All landowners after the completion of the above work, as the sales work is completed.

Fourth, performance commission.

1. According to company regulations, different sales commission rates are set for different buildings and different forms of properties (shops and houses).

Residential: the commission rate is 0.8%, and the commission rate of shops is 0.5%.

Performance commission = total contract house price × proportion

2. After the sales work is completed, the handling personnel can get the performance commission from the company's finance department.

Five, this program (draft) from the date of promulgation.

_ _ Real Estate Development Co., Ltd.

Real estate advertising planning scheme II

Activity theme:

Happy little holiday, mutual benefit (project name) (alternative theme 1)

I have an appointment with (project name) to be happy (alternative theme 2). Let's make an appointment with Hui!

(project name), let's make an appointment! (Alternative theme III)

Activity form:

Forum, product promotion

Activity time:

May 20th _ _ 0 1 —— May 20th _ _ 01.

Location:

(Project Name) Sales Center

Abstract content:

Thank old customers for developing new customers.

Activity background

(Project Name) is located in the core area of Hunnan New District, only 100 meters south of the Olympic Sports Center, north of Hunnan Avenue, east of Fumin South Street and west of Shenyang International Convention and Exhibition Center, with convenient transportation and complete facilities. It is the economic choice of thousands of families. In this love season, (project name) has won the praise of the majority of owners, and the owners have gained the warmth of home. (Project Name) hereby holds the May Day activity of "Happy to Buy a House in (Project Name)", aiming at enriching the amateur, entertainment and cultural life of (Project Name) customers, thanking old customers, opening up new customers and consolidating the brand image of (Project Name) home ownership.

Activity purpose

1. Through holding a series of activities, the visibility and reputation of (project name) home ownership products will be improved.

2. Accumulate customers through the execution of activities, detonate the project, and achieve the final sales target.

3. Show the concept and service of (project name) real estate, thank old customers and expand new customers.

Pre-event arrangement

1, arrangement of activity execution.

2, the host, dancers, singers and other arrangements in place.

3. The welcoming staff has been put in place.

4. Materials to be prepared for on-site activities and cold meals.

indoor activity

1 day and May 1 day, the famous host of real estate program "Looking at the Second Brother" explained the advantages of (project name) in the form of real estate forum in the sales center of (project name), and explained the products in detail, so as to establish a good brand image for (project name) and expand publicity.

2. On May 2nd, Yi Ming, a famous program host, joined hands with famous Feng Shui masters to explain the uniqueness of the project (project name) to the guests from the perspective of Feng Shui, so as to attract interested customers to have a tendency towards the products and achieve the final sales goal. 3. On May 3rd, Cai Hao, a well-known radio host, joined hands with Time Business Daily and senior editors of Shengjing Portal Real Estate Channel to form a "bargaining group", which allows you to bargain when buying a house, explain the product advantages (project name) at the event site, and help buyers to cut the house price to the lowest price, thus increasing buyers' intention and achieving the final sales goal.

outdoor activities

Come (project name), watch the stars, drink beer and eat fried chicken.

1. Put an inflatable castle in the outer square to gather the happiness of all children, so that parents who go with their children can stay in (project name) and feel the beauty of living in (project name).

2. Set up a stage outdoors, invite famous bands to sing, increase interaction with customers, create momentum in the outer square and attract passengers.

3. Invite everyone to (project name) in the evening, watch stars, drink beer, eat fried chicken, watch wonderful cultural performances at the same time, interact with everyone and enhance the atmosphere of the event.

DIY production, comprehensive upgrade, more kinds, diverse gameplay, more convenient to entertain customers' spare time.

DIY handmade soap allows customers to give full play to their imagination, give them a sense of accomplishment in the process of design and production, increase the interest of activities and leave a good impression on them. Children's DIY kites will help (project name) owners' children paint a beautiful summer in a colorful world, thus increasing their enthusiasm for participating in activities.

A tea break

Traditionally, the activities of (project name) attach great importance to the quality of the dining area and the types of food. This activity was upgraded again on the basis of the past, providing customers with cold drinks, fruits, cakes and so on. In this way, customers can not only be pleasing to the eye, but also delicious, and then indulge in it and linger.

Real estate advertising planning scheme 3

1, product research

Only by fully investigating the real estate, can we find our own weaknesses and advantages, examine the products and put them in a proper position to face the market. Only in this way can we suit the remedy to the case, give full play to the advantages of products and make effective planning on the basis of rationality.

(1) property positioning;

(2) Analysis of the advantages and disadvantages of architecture, supporting facilities and price;

(3) target market analysis;

(4) Analysis of the characteristics and buying behavior of target customers;

2. Market research

Some people may say that real estate projects rely on experience, but it should be noted that the purpose of market research is to combine constantly changing and subdivided market information, upgrade from perceptual experience to rational level, and scientifically and effectively predict all problems that will occur in the process of planning and promotion.

Under the competition of market economy, it is impossible to build a car behind closed doors or be superstitious about experience.

(1) Analysis of regional real estate market trend;

(2) The definition of main competitors and SWOT analysis;

(3) Comparative analysis with the real estate currently in the booming period;

(4) Analysis and evaluation of future competition.

3. Planning direction

Positioning is a theme of all advertising activities, just like a circle center. Through the investigation of the project, make the positioning of the real estate, refine USP (unique sales proposition), and put forward promotional slogans to make the real estate stand out.

Find the creative elements that best represent the target customers' understanding of family and lifestyle, and use this as the keynote of the advertisement, and enlarge it in an artistic way to make the advertisement more vivid and marketable.

4. Promotion strategy and creativity.

Real estate advertising, where some decision makers go and do it, has neither time arrangement nor cycle concept. When there is no obvious advantage in real estate, the competition is fierce and there are many complaints.

Real estate advertising must be based on the principle of effectiveness and economy, and pay attention to strategy and planning.

5. Communication and media strategy analysis.

Some people say that half of the advertising expenses spent on the media are wasted. Indeed, only by giving full play to the efficiency of the media can the limited advertising funds receive the greatest economic benefits. Advertising companies select, screen and combine media for customers to maximize profits for customers.

Integrated communication is to adopt all-round three-dimensional communication around the established audience, establish a clear image for the real estate in the shortest time, and establish a brand with consistent image.

(1) Effects and coverage objects of different media;

(2) Analysis of newspaper advertisements of different types, times and lengths;

(3) Analysis of magazine advertisements of different types, time and length;

(4) Analysis of TV advertisements in different TV stations, different time periods and different columns;

(5) Analysis of radio advertisements in different stations, different time periods and different columns;

(6) DM analysis of newspapers in different regions and ways;

(7) Analysis of outdoor or other media;

(8) Analysis of different media combination forms.

6. Overall strategy of phased promotion

Real estate advertising, some decision makers can go wherever they want, and there is no time arrangement and no concept of cycle. In the face of fierce market competition, they are always in a passive state and can only sigh that advertisements are invalid.

Standardized marketing is a systematic project of real estate promotion. According to market reflection, construction progress and competitors, it is particularly important to form an effective and economical phased strategy.

7, stage advertising and media publicity

The staged advertising creation of real estate should dig up the memory points, identify the interest points, grasp the support points, take the staged goal as the guide, launch a powerful advertising offensive in all directions, make rational use of outdoor media, print media and public media, each with its own advantages, crisscross and integrate communication.

(1) the focus of the advertisement;

(2) the theme and expression of the advertisement;

(3) Creativity and production of various media advertisements;

(four) the form and frequency of media release;

(5) Integrating communication strategies;

(6) The agent of media release.

8. The strategy of phased promotion activities

The biggest purpose of promotion is to stimulate and strengthen market demand through various ways and tools in a certain period of time, so as to achieve the purpose of promotion.

(1) Promotion theme;

(2) Planning and implementation supervision of promotional activities;

(3) Guidance and suggestions on promotion activities and sales execution;

(4) Evaluation of promotion effect and summary of market reflection.

9. Phased public relations strategy.

He is good at making use of various social events to create news gimmicks of real estate, and using news media to report and speculate, so that real estate can be publicized and establish a unique image.

10, regular advertising effect tracking and information feedback

Advertising effect monitoring is a test of the economic, social and psychological benefits of advertising behavior. Market feedback information also corrects the next round of advertising behavior to adapt to the changing market, and going black is often a dead end.

1 1. Track competitors' advertisements regularly.

As the saying goes, know yourself and know yourself. In marketing, it is necessary to monitor competitors' every move in time, which can not only grasp opponents' trends, nip in the bud, but also deal with and deal with opponents' marketing variables in time.

12, promotion expense budget and expense monitoring

Every careful calculation of advertising budget should not simply stop at trying to cut down advertising items and lower the price of items, but should run through every step of marketing decision-making, careful arrangement of advertising cycle, practical grasp of advertising theme and effective choice of advertising media. Because a decision-making mistake will often offset all the gains of dozens of bargaining.

Real estate advertising planning scheme 4

First, the concept of real estate activity marketing

"Real estate activity marketing" refers to a single or series of marketing activities with clear theme and strong news value in the process of real estate promotion, which can achieve more effective brand communication and sales promotion. It is not only a marketing method integrating advertising, promotion, public relations and promotion, but also a brand-new marketing model based on brand marketing, relationship marketing and data marketing.

Second, the background of real estate marketing activities

Looking at the development of real estate, the concept of real estate activity marketing was not formed overnight. According to the different stages of its development, it can be roughly divided into the following three levels: before 1994, the real estate market was not mature, and activity marketing seemed to be an uncommon word; 1994-1998 when billions of square meters of vacant houses hang in every developer's mind, real estate activity marketing has become the most fashionable concept; Since 1998, due to the increasingly fierce competition in real estate, real estate activity marketing has been deeply rooted in people's hearts, and it has begun to transform from "product marketing" to "service marketing" and "customized marketing", but there are still mixed interpretations and understandings about it.

Third, the marketing development stage of real estate activities

1, promotion activities-pure product promotion activities, at best, is only a skill, is a partial modification measures, its success is accidental, the benefits are limited to the product itself. Browsing the real estate market of 1995- 1998, most of the ideas and tricks are disguised profit-making behaviors, and their dazzling is mostly short-lived.

2. Marketing planning-a relatively organized and systematic marketing behavior is to modify and package products on the original basis according to the market, formulate detailed advertising plans, and implement them vigorously. Compared with promotional activities, it is a qualitative leap and a sign of the maturity of the real estate market. Its success is based on the optimal allocation of various resources in the market.

3. Marketing strategy-it is an all-round, three-dimensional and higher-level marketing behavior of real estate enterprises, which not only refers to the marketing decision of enterprises, but also focuses on whether the concept of activity marketing runs through every link and detail of enterprise management behavior, including business philosophy, organizational structure, community ecological environment and neighborhood communication. It is to meet the needs and desires of buyers and comprehensively consider the interests of buyers, enterprises and society to formulate the best marketing plan.

Summary:

Throughout the development of real estate activity marketing, it is obvious that activities that can be incorporated into the overall marketing strategy are undoubtedly more in line with the trend of the times. However, the current situation is that the three levels of real estate activity marketing still coexist and develop together, and they serve different real estate enterprises to varying degrees.

Fourth, real estate marketing strategy analysis

The strategy of "activity marketing" in real estate marketing is to create a stronger and more efficient means of "information transmission" based on the uniqueness and arduousness of its product sales, so as to achieve short-term and efficient real estate sales as much as possible.

First, the strategy of "activity marketing" should try to convey the unique content of real estate information-namely the scarcity information of real estate. Many people kiss babies to feed them. In a virgin land, activity marketing shows its unique effect.

Second, the way of information transmission must be unique and wonderful-that is, as sensational as possible. In order to achieve high efficiency of information transmission and information transmission of real estate products, it is necessary to create sensational "news events" and highly original characteristic activities, make consumers interested in "activities" with unique "forms" and high-intensity stimulating characteristics, and then convey product information and corporate image information to consumers, with the aim of making specific public consciously and actively accept the unique information of products.

Third, the object of information transmission should be "accurate"-it must be aimed at a specific public.

The "public" targeted by a product is not the same as the general public, and the people who may become consumers of the product are the corresponding public.

Five, list the common real estate marketing methods

1. Conduct marketing display according to real estate activities in the market-that is, conduct horizontal display according to market scenarios.

⑴ Product Briefing-The purpose is that developers, architects, landscape designers, cooperative businesses, etc. will give an all-round speech on residential products in turn through interactive briefing, and convey the details, supporting facilities and ideas in the real estate to the owners and intended customers.

⑵ Customer activities-select one or several key nodes, install "engines" and "boosters" in the whole time series of real estate sales, and hold various types of promotional activities, which can be held separately or as a whole, such as cultural week and real estate festival, so as to accelerate the brand building or sales of a specific real estate.

Real estate advertising planning scheme 5

First, the design content of real estate marketing planning scheme

1, style design

Housing construction can leave a very deep first impression, and if its style type can meet the preferences of customers, then the marketing effect will be more prominent. In style marketing design, marketers can recommend corresponding architectural styles for different customer groups. For example, judging from the composition of the current cultural trend in China, most middle-aged customers prefer European western-style architecture, while some young people who love Chinese style are keen on Chinese pastoral architecture, which needs to be distinguished in the design scheme.

2. Environmental design

The environment mentioned here mainly refers to the environment outside the main building of the house, including green belts, groves, waterscapes, pavilions and so on. Such environmental factors can bring good landscape generation to a real estate area and make customers feel happy from the heart. In terms of environment, the marketing design scheme can grasp the demand of contemporary customers for green mountains and green waters, highlight the ecological part of the environment, highlight some precious flowers, birds, fish and insects in the environment, and let customers feel more natural, artistic and noble.

3. Huxing design

In the process of real estate marketing, huxing is often the most concerned issue for customers, because huxing directly determines the daily life types and needs of residents. For different customers, it is necessary to correspond to different apartment types. For example, middle-aged customers may have a large population and require a large space for activities, so they need a large apartment with good ventilation and lighting. In addition, some customers may find their activities inconvenient, which is more suitable for apartments with close bedrooms and bathrooms, thus facilitating daily life.

4, the design of the property

Property belongs to the "after-sales service" part of real estate marketing, and the service quality of property has a far-reaching impact on customers' feelings. Especially in recent years, the real estate industry is very popular, and customers pay more attention to the quality of real estate. Therefore, the marketing plan needs to design the characteristics of the property from many aspects, so that customers can intuitively feel the level of property services. For example, the efficiency of property service work, the attitude of property service, the composition of property service personnel and the highlights of property service are all outstanding features in property design, so that customers can rest assured of the property.

Second, the real estate marketing planning practice points

1. Pay attention to marketing planning scheme.

After the scheme design is completed, marketers need to implement specific marketing work according to the detailed design scheme. In general, the practice of marketing plan needs to strictly follow the contents involved in the design, which can make the marketing work more scientific and organized and ensure the marketing quality. In particular, some marketing schemes with very high design quality can only reflect the advantages of the schemes and bring unique advantages to the marketing work if they are fully practiced. Under normal circumstances, as long as marketers can follow the basic principles and contents in the design scheme, they can ensure the "minimum standard" of marketing quality.

2. Pay attention to properly adjust the marketing plan.

Real estate marketing changes rapidly due to the fluctuation of market conditions. It is very likely that the marketing scheme that was applicable some time ago is no longer applicable. In this case, in the practice of marketing planning scheme, it is necessary to feed back to the design stage in time to design and adjust the marketing scheme so that it can keep up with the pace of market changes. In particular, some large-scale real estate marketing, with large customer span and different huxing styles, need to adjust more types of marketing schemes according to specific conditions in actual operation. For example, the marketing plan for young customers may no longer be applicable when guiding the marketing work of old customers. If we follow the inherent marketing plan, it is very likely that the marketing work will have negative effects and even leave a bad impression on customers.

3. Pay attention to enriching marketing methods.

Real estate marketing is a profound knowledge. Practicing the work according to the design scheme or adjusting the scheme according to the feedback is only the most basic content of marketing work. On this basis, real estate developers need to further enrich marketing methods and realize the diversification of marketing methods to improve the quality of marketing work. At present, diversified marketing measures have been successfully applied in many places, such as establishing communication channels for customers, so that customers can easily put forward their opinions through the internet, telephone and text messages, so as to find out the shortcomings in marketing work. In addition, it can also increase humanized care for every customer, such as giving customers gifts carefully prepared by the marketing team on days of great significance to customers, which can most effectively make customers feel warm and improve marketing quality.

Conclusion:

The knowledge contained in real estate marketing, like a vast sea of smoke, can't be explained in one sentence. Marketers need to constantly accumulate and summarize in their daily marketing work in order to steadily improve the level of marketing services. Especially in the context of great changes in the real estate marketing market, it is more necessary to understand and practice the marketing plan on the basis of the marketing plan, implement targeted marketing work according to the specific situation, enrich marketing means, and let customers choose the most suitable residence under the influence of marketing work.