Villa sales plan?

The overall marketing planning content of real estate projects

[Pre-project planning]

1, market research and trend analysis and forecast

□ Macro and Micro Market Trend Analysis

□ Latest real estate market analysis

2. Feasibility study on pre-production and market positioning.

□ product positioning analysis

□ Analysis of market positioning potential

□ Market positioning risk analysis

□ Feasibility evaluation of market positioning

□ Project market positioning

3. Brand strategic planning

□ Name determination suggestion and promotion name determination

□ Determination of architectural style

□ Suggestions on building materials

□ Mining and cultivating the selling points of the project

-Residential environment construction-spatial environment, ecological environment, visual environment, humanistic environment and intelligent environment.

□ Key points of residential landscape design (environmental planning)

□ Elevator setting

□ Key points of parking garage design, parking space proportion and layout

□ Functional content division and conceptual refinement of clubhouses

□ Decoration standard

□ Suggestions on the configuration of community service projects

□ Suggestions on property management services

[Project Marketing Planning]

□ Division of project marketing stages

□ Tactical deployment and promotion suggestions for phased start-up of the project

□ The key point of market attack is the suggestion of cut-in method (entry opportunity).

□ Price strategy formulation

□ Principle of price system and payment method

□ Key points of on-site packaging

□ Main points of shopping mall packaging

□ Main points of store promotion

□ Exhibition plan

□ Formulation of export plan

□ Develop CS system (customer satisfaction system)

□ AIDAS principle (phased promotion planning)

□ Description of model making

□ Collect market feedback information and adjust marketing plan in time.

□ Auxiliary measures for distribution network

□ News promotion plan (soft articles and theme hype)

□ Public relations promotion plan (suggestions on the purchase possibility of government agencies and groups)

[Advertising, Publicity and Promotion of Design]

Brand recognition

1, basic system design-marking standard

1) display system design

□ On-site image design

□ On-site fence display design

-Site signs, building signs and construction progress cards

□ Sales image display

□ Guidelines for Appearance Display of Sales Offices

□ Guidelines on Internal Image Positioning of Sales Office

□ Design suggestion of sales office

□ Image Positioning and Effect Suggestion of Model House

□ Creative suggestions on the protection of exhibition boards in sales offices

□ Look at the body design.

□ Clothing design for sales staff and suggestions for security clothing.

2) Display system design

□ Sales brochures and folding pages

□ Sales contract and related document format

□ One-page design of price list and payment method

□ Work permit (card) and business card of sales staff

□ Office supplies

3) Advertising norms

□ Standard format of newspaper advertisements

□ Standard format of TV advertisement

□ handbag

4) Sales guidance system

□ Guiding signs of model houses

□ poop colorful flag design

□ Various signs

□ Outdoor Kanban

5) Community image system

□ Pilot system

□ Design of public guidance system

□ Public information display design

□ Design of club orientation system

□ Image system design of various supporting facilities

□ Clothing design for property management personnel

(2) advertising activities

□ advertising appeal target

□ advertising appeal concept

□ advertising slogan

□ Advertising content and expression techniques

□ Creative planning

□ Formulation of unified propaganda caliber

□ Suggestions on the concept of overall atmosphere

□ Media plan

□ Creative extension

□ Newspaper advertising scheme

□ Suggestions on the review of TV advertising creative scheme

(C) the overall marketing budget and cost control strategy

[Sales Stage Work]

□ Arrangement and training of sales staff

□ The entry of sales personnel and the implementation of sales.

□ Plan of on-site construction inspection team

□ Analysis of customer area, age and occupation.

□ Preparation, registration, collection, summary and analysis of customer information feedback form

□ Tracking of advertising release effect

□ Investigation on Reasons for Abandoning Customers' Purchase

□ Pre-sales and after-sales service contents

□ Regular sales summary and strategy adjustment

□ Series promotion activities

□ Closing work in the later stage of sales

Experience: /web/fdcch/5.htm

Real estate project marketing planning and actual operation process

First, marketing is the eternal theme of market economy.

Real estate marketing under the planned economy only shows the welfare distribution within the system. In a sense, the planned economy is a controlled economy, a shortage economy, or a warehouse economy, and buyers are everywhere. Market economy is a free economy, a surplus economy or a sales promotion economy, a salesman economy.

Under the condition of market economy, how to produce has become a headache. The most elusive, thrilling and helpless thing is from commodities to currency. Among them, marketing is the most essential business activity of enterprises.

It is no longer an easy topic to study general commodities and money, but it will be more difficult to study the special commodity of huge, immovable and very durable houses.

In the competition of market economy, all our labor and all our efforts will eventually be tested by the market, and its own value will only be recognized after sales.

Therefore, marketing is an eternal theme, which is determined by the purpose of social production and the objective requirements of enterprise survival and development.

From commodity to currency, it is not only the end of a production and operation process, but also the beginning of a new, more vivid and value-added production and operation process. Otherwise, you will suffocate, go bankrupt and become a beggar.

In a sense, enterprise marketing is not equal to sales and promotion. It is a highly intelligent planning based on a deep understanding of the market. It is included in the whole process of enterprise production, development and operation, and consists of market research, scheme formulation, overall architectural design, price positioning, advertising intermediary service, after-sales service and information feedback.

If you can't correctly understand that marketing is the most essential function of an enterprise and organize sales promotion only when you should sell your own products, then it will be difficult for your building to meet the market demand. This blindness in production and development will inevitably lead to aimless sales and put enterprises in a passive situation. Therefore, marketing does not start from the time of selling products, but from the time of developing and designing. It is not only a matter for sales organizations and salespeople, but also a major event that company decision makers and even all employees should pay attention to. From the perspective of real estate developers, first of all, the chairman and general manager correctly grasp and operate the marketing concept.

While we understand and grasp the concept of marketing, we should also deeply understand the concepts of market, competition and customers.

The so-called market can be called demand or effective demand. With the intervention of financial institutions, the scale of effective demand has been promoted and extended several times or even ten times. The market is made up of customers' actual needs and potential needs. This demand can be met through various channels and multiple marketing subjects. There are both market opportunities and market risks. Due to the selectivity of various ways and the supply of multiple subjects, there is great uncertainty for this enterprise and its real estate. The absolute demand of the real estate market and the relative (uncertainty) of the housing products of this enterprise are the biggest difficulties in marketing. To overcome the difficulties or talk about the way out, developers can only fully cater to the market and customers, not the other way around. This adaptation does not start from finished or semi-finished buildings, but from land acquisition and project establishment. When entering the market, there is almost no variability to avoid "dark room" and "dead corner" in marketing.

The goal of marketing work is to turn this relative, universal and uncertain demand into absolute, specific (specific) demand.

Can be summarized as:

As employees of modern enterprises, to meet challenges and accept challenges is to love life and love life. The mentality of a successful entrepreneur is always: I want to get the biggest cake, and the flowers must belong to me.

Market demand comes from customers, and the object of competition is also customers. Therefore, real estate marketing has to study customers.

Theoretically speaking, customers are both customers and future masters, and the result of marketing operation is the process of subject-object translocation. That is, from buyer to owner. This transformation has enabled us to realize the income, realize the recovery and appreciation of capital, and at the same time create a brand and occupy the market. In this sense, customers are God and customers are everything.

Yoshiaki Tsutsumi, a Japanese entrepreneur who was rated as the richest man in the world by Forbes magazine for eight times, told his grandfather's accident: a beggar came to buy steamed bread, and he personally chipped in money and gave it to him. Others asked him why he didn't personally serve so many old customers who frequented our store. He said that it is normal for most people with normal economic ability to buy steamed buns, and it is extremely difficult for a beggar to save money to buy steamed buns. Therefore, I will personally serve them. So, why not give it to him? He said he was a beggar, but today he is a customer. He needs not only a few steamed buns, but also dignity as a customer. If he doesn't take money, he will be humiliated. He finally said a wise saying, "everything we have is given by our customers."

Second, the planning and operation of real estate public offering

1, positioning

Before the public sale of real estate, we should make full preparations, make careful plans, don't fight uncertain battles, and don't rush into battle. With a simple and extensive marketing mentality, you must be very sure. Because before the sale of real estate, the society didn't know much about it, and careful preparation meant the opportunity to seize market share. If the preparation is not sufficient, it will directly affect the sales of real estate, which also means pushing the market share to others' arms. We should accurately grasp the meaning of sales.

How to prepare carefully, we should pay attention to the following questions before the real estate is sold publicly: First, how to choose the target group in the market where the real estate is put into use, that is, what kind of people will buy the building. The positioning of marketing and the choice of consumer class are closely related to the regional economic environment, consumers' living habits and cultural level. Secondly, the function and crowd distribution of the block where the building is located; Third, what kind of function and grade the property belongs to. Only by understanding these premises can we grasp the positioning.

Positioning is divided into the following contents:

1) market positioning. The so-called market positioning refers to how to strive for the demand of real estate for consumer groups. On this basis, all the promotion methods are around this consumer group, otherwise it is irrelevant. For example, Lijiang Garden in Panyu, a large-scale real estate, used its attractive hardware when planning real estate sales, based on local digestion in Panyu and focusing on Guangzhou urban area. The price was very attractive to people and the result was very successful. That is, 60% of the buyers are from Guangzhou, 30% from other places, and 10% is from Panyu. These include second home buyers, leisure home buyers and other investors.

2) Functional positioning. The so-called functionality is generally involved in office buildings, shops, hotels and apartments. With the modernization of office and business activities, users require not only an office space, but also modern office facilities, business activities and the development potential of commercial buildings. Therefore, when selling office buildings, apartments and other properties, functions become more and more important. Internationally, office buildings are divided into 3A, 5A and intelligent buildings, which have become an important selling point of office buildings. However, each country has its own different standards. Generally speaking, 5A refers to communication, management, office, fire protection and security automation. If the office building is not fully functional, it will be difficult to start the market. Jing Rui Tower in Beijing and Zhong Fang Tower in Guangzhou developed by Zhong Fang Group emphasize 5A level when they are sold in Hong Kong and China. At that time, foreign businessmen were surprised that there were 5A-class office buildings in Chinese mainland. With the maturity of consumers, there is a higher demand for housing. Housing should not only meet the basic functions of consumers' living and rest, but also attract consumers with beautiful appearance, complete supporting facilities, reasonable indoor layout, convenient and comfortable living, wide living area and good lighting, which also provides conditions for their intellectual development.

3) Exclusive positioning. At present, the market situation of shops is oversupply, and the scale of small vendors is not large. The development of shopping malls has launched commercial positioning, that is, the property is first set as the center of clothing, shoes, computers, communication equipment and so on. And the developer designs the business direction, and then cuts the sales, which eliminates the concern that customers don't know what to do after buying it, or want to do some business without a big environment. Because it can meet the requirements of some customers and create an overall business atmosphere, it can attract more buyers.

4) Symbolic positioning. Due to the different consumption levels, many buildings have formed noble residential areas, "noble" residential areas, ordinary residential areas and so on through natural selection of value orientation. Real estate developers can use the method of forming property grades to give certain identity characteristics to the class living in the community-symbolic positioning. For example, the Mid-Levels in Hong Kong, Jincheng in Guangzhou, Mingyuan Garden, Baiyun Fort, Country Garden, Longyuan Villa in Beijing and Beverly Hills in the United States. It is the result of this natural selection, and it is also a symbolic group created by developers. They realize their sense of belonging, honor and pride through buying and living.

2. Price setting

The sales of a building or a community are often a period or a year. However, the consumer market is unpredictable, and the pricing of buildings needs to be accepted by the market. It can be said that pricing is partly art and partly science. There are many factors that affect the price, including: cost, building quality, price borne by customers, competitive factors of similar buildings, etc. The variable cost of products is the lower limit of pricing, and the upper limit is the price that customers are willing to pay. Consumers in the market always want to get the highest value at a moderate price, so price and value should not be confused. After pricing, you can make appropriate adjustments in operation, but you can't make substantial or negative adjustments, otherwise it will bring very bad effects. In terms of pricing, there are mainly several methods: 1, analogy method: the property to be promoted should be clear which one belongs to the upper, middle and lower in the same property. 2. Cost method: The scope of the comprehensive cost and expected profit of the property, including taxes and promotion fees, is small profits but quick turnover or high prices and high profits, which should be determined according to the developer himself and the market situation. 3. Evaluation method: A professional real estate appraiser conducts an all-round evaluation of the real estate, and then prices it. Either way, we should conform to the market and maximize market share. After figuring out the method, the specific implementation strategies are low price, high price, internal price, one-price price and preferential price. Adopt a low-price strategy: it is easier to enter the market, easier to enter, and can start the market faster. High-priced strategy: In order to flaunt the outstanding property, status symbol, perfect function and excellent environment, high-priced consumers can be attracted to the market, but they don't just ask for money and get value for money. This method is risky.

3. Pricing proportion

Generally speaking, a standard floor should be set up first. The height of high-rise building is 1/2, and that of multi-storey building is 3-4 floors (below 9 floors). Then determine a reserve price coefficient. Generally, the increase ratio of each layer above the standard layer is 0.8%, and the decrease ratio of each layer below the standard layer is 0.5%. In high-rise buildings, floors below 7 floors are generally low-priced areas due to limited vision, and the price difference between the top floor and the lower floor is generally around 30%.

The user's choice of buying a house is not only influenced by the floor, but also by the scenery and vision of the two main sides of the house, such as street view, river view and road, which is one of the factors affecting the real estate price, that is, the orientation coefficient. Generally speaking, the orientation coefficient of river view and street view is about 8- 10%, but it is between 3-5% due to noise and dust on the roadside. If there is no difference in landscape between the north and the south, the price in the south is generally higher than that in the north. Some properties, because the orientation coefficient is unreasonable, good floors and good orientations are sold out, and the rest are not easy to sell, resulting in unsalable properties.

The pricing of shops, because the shopping habits of ordinary customers are on the first floor, so the pricing of shops on the first floor is generally more than three packs of the average residential price. The pricing of parking spaces per square meter is generally equivalent to 50% of residential buildings.

4, the concept of planning and guidance

In a sense, buying a house is the concept of buying first, which is a problem that people pay more and more attention to in their lives. If developers exert influence on the formation of consumers' ideas in an unpredictable way, resulting in a huge gap between their brands and competitors-the gap in perceived attraction, the result will be completely different. Therefore, if consumers want to "learn" what they want, the competition to meet the needs of consumers is not so important. More importantly, how to guide and influence competition in market views, preferences and choices. Before the launch of the real estate, developers should first set up a concept for the real estate, create a brand image, attract consumers and win the hearts of the people, and then make the finishing touch and launch the real estate grandly, thus creating a sensational effect and seizing the market. This will not make real estate sales fall into mediocrity and generalization.

5. Sales strategy

The sale of real estate can be easy first and then difficult, or easy first and then difficult. Trial sales first, make some appropriate adjustments according to the trial sales situation, and finally roll it out in an all-round way. A successful real estate sales should reach more than 85% to ensure a gross profit of more than 20%. A noteworthy problem is that when the market is booming, don't blindly raise prices, otherwise it will lead to market collapse. Should be cited but not sent, or ready to go, spend a lot of money on a beat and not accept, "catch all", seize the sales climax, high-altitude, not property hoarding.

6. Organization and implementation of sales

Real estate sales should implement professional counterparts and combine their own teams and intermediary companies in a complementary mode. The intermediary company has a customer network at home and abroad, and it has unique negotiation and sales skills, which should be used by me. But developers who have been engaged in real estate development for a long time must also establish a professional team with high-level marketing strategies and tactics. Therefore, it is very important to cultivate and improve the professional quality of sales staff. An excellent salesman is not only selling products, but also selling personality, taste and aesthetic value. If you don't build a good relationship with customers, you can't sell products successfully. This is to establish professional awareness, because any sales will result in sales differences due to the different understanding and emotional resolution of the sales staff. This is also the basic quality that a qualified salesman should have first, and salesman is a very key link in the whole chain of market economy.

Third, the planning and operation of large-scale transactions.

The author has presided over many large-scale real estate transactions, including Guangzhou Tianlun Garden 1 1 10,000 square meters (renamed South International Building), Guangzhou Zhong Fang Building 7 1 10,000 square meters (contract price1108 million yuan) and Beijing Jing Rui Building (with a total construction area of 8 1 10,000 square meters). There are also sales of Guangzhou Banshan Garden (65.438+0.5 million square meters noble residential area) and Cinema Garden (with a total construction area of 5.65438+0.0 million square meters and a price of 65.438+0.99 billion yuan).

1, the content and significance of real estate block transactions. Real estate developers can transfer the property merger building they own or build at one time, which is an important event to resolve the market risk of enterprise operation once and for all, alleviate the shortage of funds, realize the expected income and reduce the sales cost. We must seize the opportunity and make a decisive and correct decision to promote the success of the transaction. The significance of this is self-evident.

2. Bid price. The difficulty of asking for a big deal is irreversible, so retailers won't have this worry. Therefore, we should pay attention to several forms of bidding:

1) Direct bidding. Clearly priced, there is little room for manoeuvre, which is a common transaction method when real estate presents a seller's market.

2) Indirect bidding. Make a tentative offer first, leaving room for trading, and finally the two sides negotiate concessions to complete the transaction.

3) Transparent bidding (glass price). Make it easy for the other party to find your operating costs and reach a deal with you in comparison.

4) Hidden price. The other party doesn't know your business situation, which is based on its own purchase purpose. This transaction method is generally used in transactions.

It should be pointed out that the decline between the purchase price and the transaction price is generally between 8- 12%. On the other hand, the imaginary part of the bid price is too high, which may lead to failure at the beginning.

3. Stage and team of negotiation. It takes a long time to talk about a big deal, and the general process takes one and a half years, which is roughly divided into the following stages: ① matchmaking and intention stage. (2) Quotation and credit investigation, project and company evaluation audit. ③ Exchange legal documents and credit certificates, and recent bank deposit balance. (4) Drafting the contract text and attached documents. (5) initialling or formal signature. ⑥ Implementation and constraint mechanism setting (legal person status, water and electricity control), down payment of 5%, 15-30%.

The negotiation team is mainly composed of leaders, public relations personnel, accountants and lawyers who are responsible for the operation and have considerable authorization.

4. Transfer method. Complete set valuation transfer, itemized valuation transfer, repurchase first and then transfer, partial equity transfer, and total equity transfer (sale of company and legal person qualification).

5. Risk and prevention. Due to long contract execution time span, long construction period, price fluctuation of building materials and equipment, import tariffs, policy factors, and financial exchange rate changes (for example, Mitsubishi Group of Japan spent $65.438+0.5 billion to acquire Rockefeller Building in the United States, and lost more than 800 million due to exchange rate changes), if there is no certain predictability, it is likely that profits will disappear and losses will occur. Therefore, risks related to changes in contract, finance and cost sensitivity should be predicted and prevented to ensure the safe realization of expected profits.

Considering the reasonable reduction of tax burden, if possible, try to adopt the form of share conversion. Because the conversion price is related to the equity of the company's registered capital, it can't exceed too much. The rest can be achieved through general contracting.

I hope it helps you.