How to tap the core value of real estate development

How to tap the core value of a real estate project? The selling point of a real estate project can be varied, and the key lies in how to extend and play. From the feasibility study of the project to the delivery of the building, the excavation of the core value runs through.

Among them, when customers and projects are aroused by this link, the sales of real estate will be logical.

In the marketing planning process of each project, the core value of the project should be excavated and refined. These core values are not only the key points in the process of project operation, but also impressive in the later project sales.

It is an important selling point for customers. Therefore, finding the core selling point of the project and causing the screams of operators and consumers has become a key link in the transaction process! Add to favorites

First, tap their innate value and enhance the additional selling points endowed by the day after tomorrow.

At the beginning of a project, we should fully realize its inherent advantages, such as superior geographical location and perfect supporting facilities.

Beautiful natural environment, etc. These are often the core of surpassing other competitors.

It is impossible for competitors to follow suit. When we were operating the project of Zhengzhou Manhattan Plaza, we were far-sighted and realized that the intersection of Jinshui Road and Weilai Road, where the project was located, would definitely become a golden gateway connecting new and old cities.

And this must be the biggest value point of the customer identification project.

Therefore, during the planning and operation of the whole project,

We are always around.

"

Jin Dong portal,

Fan Hua center

"

This theme,

Implant this theme into people's hearts.

Sometimes the innate advantages of the project are not obvious, and the location, supporting facilities, environment, humanities and so on are not ideal, so it needs deep excavation. Materialist dialectics holds that everything has two sides and no absoluteness.

Advantages, no absolute disadvantages. It's true, for example, the plot is remote and the location is poor, but it's not good for getting tired of the noise of the city.

For those who yearn for the tranquility of the countryside, this may be heaven; Maybe the plot environment is noisy,

The surrounding residents are uneven, but it is an opportunity for the prosperity of the commercial center.

Sometimes it is not enough to rely on the inherent advantages of the project, but also to give extra selling points artificially. From the planning concept, product innovation, garden landscape, advanced configuration, cultural connotation and marketing means of the project

And so on can make a breakthrough and become the core concept to impress consumers.

Second, grasp the most important thing and enlarge the core.

After continuous excavation and refining, a project may have many selling points, such as good location, convenient transportation, perfect supporting facilities, strong cultural origin, curved balcony and landing.

The design of bay window is a scarce product in the local market and so on. In the process of planning and promotion, we should distinguish between primary and secondary, seize the most important selling point and amplify the core value, but for subsidiaries, the market is relatively common.

Attractive selling points are only auxiliary and secondary.

Third, refine the selling points into vivid concepts.

After determining the core selling point of the project, it is necessary to refine and package this selling point to the greatest extent, making it a distinctive feature of the project and a bright spot to attract customers' attention. For example, Zhengzhou International Trade Center

The facade of the office building adopts double-layer glass curtain wall with unique air inlet and outlet, which is beneficial to indoor and outdoor convection ventilation, so it is extracted.

"

Breathing Grade A office building

"

The concept is unique in Zhengzhou.

So, from what aspects can a project tap the value point? You can consider the following points:

First of all, consider the inherent advantages determined by the location of the plot.

1

, position value

Location has different effects on different houses, but they are all decisive. The core value of some projects is reflected in the location. Although it is obvious, it needs to be played more creatively.

Selling point composition: busy sections,

Cash Before Delivery

Concept,

CLD

Concept, central area concept, Olympic village concept, subway concept, business circle concept, cultural concept, education concept, etc. , and the traffic selling point brought by the lot.

2

, the surrounding natural landscape.

A house with natural landscape resources itself constitutes a landscape. In the dialogue between scenery and scenery, we are eager to find the greatest value from dreams.

. The scenery and the house will make a perfect picture.

Selling point composition: panoramic sea view, mountain view, river view, river view, natural lake view, artificial lake view, park, scenic spot and so on.

Secondly, it is the unique selling point given by the later period.

three

Selling points of architecture and gardens

Product planning and design, real estate hardware, supporting facilities, fine decoration selling points, plate housing, building materials and configuration, landscape selling points, new technologies and materials, and utilization selling points.

, building spacing selling point, club selling point, swimming pool selling point,

Household registration selling points, large-scale supermarkets entering, planning selling points, professional combination, large-scale selling points, innovative technologies, greening rate selling points, etc.

Architectural style and architectural art often become distinct selling points: German, European, French, Italian and Shanghai.

Harmonious architecture, Singapore style, Chinese architecture, etc.

For example, in the Shenzhen property market, where the European style prevails, Vanke launched the Fifth Garden.

"

China complex in bones

"

Bring a fresh and elegant to the property market.

"

Chinoiserie

"

; Spatial value and detail innovation of apartment type: staggered selling point, jumping selling point and synthesis

Selling point type,

Hanging garden,

Big terrace selling point,

Bay window,

The corner window,

Kitchen, life balcony,

Mother room, etc. ;

Garden theme,

Environment is an important part of living space.

Share the heavy responsibility with the house

"

Heaven and man are one. /Man is an inseparable part of nature.

"

The mission of.

Central Gardens, Theme Gardens, Art Gardens, Canadian Gardens, Subtropical Gardens, European Gardens, Jiangnan Gardens, Singapore Gardens, Lingnan Gardens, Australian Gardens, Seaside Gardens, Tropical Gardens and Natural Gardens.

Lin, precious trees and other selling points, these unique gardens often become the focus of customers' attention.

four

The selling point of this concept

There are many original concepts that can be played on white paper. Real estate developers have created many concepts for houses, some of which are far-fetched and some are touching. In this era of information surplus, we always need something concise and to the point.

Powerful words: lifestyle, new urbanism, manifesto selling point, holiday idea.

New artistic materials, use selling points, building spacing selling points, clubhouse selling points, swimming pool selling points.

, account selling point, large supermarket, intend to sell.

Point, professional combination, large-scale selling point, innovative technology, greening rate selling point, etc.

Architectural style and architectural art often become distinct selling points: German, European, French, Italian and Shanghai.

Harmonious architecture, Singapore style, Chinese architecture, etc.

For example, in the Shenzhen property market, where the European style prevails, Vanke launched the Fifth Garden.

"

China complex in bones

"

Bring a fresh and elegant to the property market.

"

Chinoiserie

"

; Spatial value and detail innovation of apartment type: staggered selling point, jumping selling point and synthesis

Selling point type,

Hanging garden,

Big terrace selling point,

Bay window,

The corner window,

Kitchen, life balcony,

Mother room, etc. ;

Garden theme,

Environment is an important part of living space.

Share the heavy responsibility with the house

"

Heaven and man are one. /Man is an inseparable part of nature.

"

The mission of.

Central Gardens, Theme Gardens, Art Gardens, Canadian Gardens, Subtropical Gardens, European Gardens, Jiangnan Gardens, Singapore Gardens, Lingnan Gardens, Australian Gardens, Seaside Gardens, Tropical Gardens and Natural Gardens.

Lin, precious trees and other selling points, these unique gardens often become the focus of customers' attention.

four

The selling point of this concept

There are many original concepts that can be played on white paper. Real estate developers have created many concepts for houses, some of which are far-fetched and some are touching. In this era of information surplus, we always need something concise and to the point.

Powerful vocabulary: lifestyle, new urbanism, manifesto selling point, holiday concept, rules of the game,

loft

Concept,

Home office worker

Concepts and so on. Creating surplus value for buyers is usually achieved through functional upgrading.

Part of the value has improved or surpassed the innate resources of real estate, but it also puts forward higher requirements for the operation of developers. Keywords health concept, investment concept, green concept,

e

Concept, environmental protection concept, ecological concept

Wait; Product grafting, looking for inspiration in another field, whether called product grafting or composite real estate, will better stimulate people's yearning for a better life. However, find a successful grafting point.

It is by no means a slap in the face: concepts such as education, music, art, sports, tourism and poetry.

five

Soft selling point of real estate

Value-added life is intangible. While providing people with tangible living space, developers should also build an intangible space for residents. Invisible things are more difficult to do, which is the difference between an excellent real estate developer.

The key to mediocre real estate developers. The composition of selling points: service selling point, cultural selling point, property management selling point, word-of-mouth selling point, honor selling point, developer brand, right to know selling point, self-promotion and publicity personality; Life culture and

Lifestyle: For decades, people in China have almost forgotten how to live. On the one hand, people try to continue the almost forgotten traditional life culture, on the other hand, they are eager to come from a foreign country.

Lifestyle: selling points of lifestyle, taste and context; Emotional selling point, human beings are fragile, and emotion is proof. However, the greatest strength of human beings also comes from emotion. It can be said that emotion is our club.

One of the most unusual magic poles, we can use it to pry up many things heavier than the earth. For example, children's selling point, love selling point, kindness selling point and so on.

The article is reproduced from 5 1.com:

How to sort out the sales advantages and selling points of real estate

Finishing the sales advantages and selling points of real estate can start from the following aspects.

：

1. Geographical location: the distance from the urban area, the hierarchical positioning of nearby residents, the important municipal facilities nearby, the administrative positioning of the local government (including planning), the future development trend of the local area, etc.

2. Environment: regional environment (macro environment), living environment (micro environment), famous buildings around the property, nearby scenic spots, artificial landscapes in residential areas, etc.

Planning: neighborhood administrative planning, community planning and future development planning.

4. Transportation: bus lines nearby, buses opened in the community, etc.

Verb (abbreviation of verb) culture: the orientation of community culture, the surrounding cultural facilities (public culture, education, sports venues, such as cultural centers, gymnasiums, schools, concert halls, cinemas, bookstores, etc. ), as well as cultural facilities in the community.

Supporting facilities: supporting facilities related to real estate, such as catering, culture, sports, entertainment, leisure, education, banks, shopping malls, fire protection, intelligent systems, etc.

Looking for the first kind of real estate selling point

Real estate hardware

The product era and the marketing era seem to be a cycle.

However, after all, a good house is the ultimate factor in determining the purchase behavior.

The hardware value of real estate is reflected in every detail.

We need to find the most motivated people.

Selling point composition:

Selling points of apartment type, supporting facilities, transportation, fine decoration, plate-type residence, building materials and configuration, landscape, new technologies and materials, utilization, building spacing, clubhouse, swimming pool and household registration.

Point, large supermarket, planning selling point, professional combination, large-scale selling point, innovative technology, greening rate selling point

The second biggest selling point

architectural style

If two years ago, people were still discussing whether architectural style can be the core element of products, then today's architectural style is almost the first element that affects the charm of houses. There are many styles that are suitable for our project?

Eyes? Which are more lethal?

Selling point composition:

Architectural art, German style, European style, French style, Italian style, Shanghai style, Harmony style and Singapore style.

The third kind of selling point

Spatial value

Space and time make up our life. Time is like water, irreversible. Fortunately, human beings still have the right to speak in space, so we have stored memories of the past in our time and created ideas about the future freely in space.

Selling point composition:

Staggered selling point, jumping selling point, duplex selling point, hanging garden, large terrace selling point.

The fourth kind of selling point

Garden theme

As an important part of living space, the environment,

Share the heavy responsibility with the house

"

Heaven and man are one. /Man is an inseparable part of nature.

"

The mission of.

Perhaps the environment without selling points is the best,

But in order to sell the house better,

We must have many explanations,

Hope to buy

People in the house can continue to feel so good after many years.

Selling point composition:

Central Garden, Canadian Style Garden, Theme Garden, Art Garden, Subtropical Garden, Garden Scale, European Garden, Jiangnan Garden and Nature Garden.

, selling points of trees, Singapore gardens, Lingnan gardens, garden communities,

Australian style, seaside style, tropical garden

The fifth kind of selling point

Natural landscape

A house with natural landscape resources itself constitutes a landscape. In the dialogue between scenery and scenery, we are eager to find the greatest value from dreams. Rivers, rivers, mountains, water, houses and people will all form.

Into a perfect picture.

Selling point composition:

Full seascape selling point, first-line river view, second-line river view, garden view selling point, artificial lake view, landscape view, mountain view selling point, river view selling point, first-line river view, second-line river view, natural lake view.

The sixth kind of selling point

Position value

In fact, it is meaningless to argue about the value of position. Location has different effects on different houses, but they are all decisive. The core value of some projects is reflected in the location, although it is obvious.

I see, but it needs to be more creative.

Selling point composition:

Busy roads,

Cash Before Delivery

Concept, central area concept, Olympic village concept, subway concept, commercial lot.

The seventh kind of selling point

Product category

Some special types of product positioning can often capture specific target customer groups more accurately. This is a double test of product positioning and selling point publicity.

Selling point composition:

Small apartment property,

Townhouse

, property hotels, independent villas, serviced apartments, large-sized properties,

Business apartment, international apartment, academic apartment, new single-family residence, affordable housing.

The eighth kind of selling point

Birds of a feather flock together.

Different buyers have different requirements for housing quality. The so-called good product is the property that is most suitable for a certain type of people. Society is hierarchical, so is real estate.

Selling point composition: luxury house selling point, white-collar selling point, single apartment, working class, export selling point, pioneer and international community.

The ninth kind of selling point

protonotion

There are many ways to play on white paper. Real estate developers have created many concepts of buying a house, some of which are far-fetched and some are touching. In this era of information surplus, we always need some concise and powerful words.

Selling point composition:

Life theme, new urbanism, manifesto selling point, holiday concept, modernism, rules of the game.

The tenth kind of selling point

Functional improvement

Creating surplus value for property buyers is often achieved through functional upgrading. These values enhance or surpass the innate resources of real estate, but at the same time, they also put forward higher requirements for the operation of developers.

Selling point composition:

Keywords health concept, investment concept, green concept,

e

Concept selling point, environmental protection concept, ecological concept