Real estate planning book

The following six types of promotion methods are often used comprehensively in real estate operation. According to the different characteristics of different buildings, we should adopt corresponding promotion methods and operation methods at different sales stages according to the specific situation, so as to take the lead, make Indiana Jones stand out, achieve the goal of "no one has me, no one has me", and thus achieve the fundamental purpose of promotion-real estate sales and image promotion.

Straight-through:

Mode: discount, special unit, car delivery, parking space delivery, insurance delivery, on-site lottery, prize-winning games, decoration delivery, electrical appliances delivery, management fees delivery, and valuable coupons delivery.

The most direct and common. This promotion method is often used comprehensively in middle and low-grade buildings, and it is also widely used in high-grade buildings and large markets in the internal subscription period and later period.

Small and wide. By giving consumers certain benefits, we can widen the price difference with the surrounding buildings at a lower cost, speed up sales and speed up the rapid withdrawal of funds.

Discounts and special units are often used in real estate sales. During the internal subscription period, discounts are often the most attractive factor for buyers. Late sale can often have the effect of "421 kilos", and the sales of a few units will drive the sales of other units.

Small water flows forever:

Mode: membership card, VIP card

This promotion method is suitable for well-known developers and markets. Some developers with strong strength and strong follow-up development ability often develop potential consumer groups by making customers become club members or VIPs. This promotion method has a very obvious effect and high customer loyalty.

The first membership card or VIP card is the developer's membership card or VIP card. Members often receive real estate sales information and some activity information from developers. Members can get priority or discount when buying properties developed by developers, which can attract potential consumers to buy and owners to buy second homes, such as Vanke's Vanke Club and China Merchants Association. This kind of members have high loyalty to developers, high awareness and recognition of the corporate culture of developers, and often have second purchases or even multiple purchases.

The second is to consume membership cards or VIP cards. Well-known developers often form strategic alliances with some well-known shopping malls or restaurants and entertainment places to form a "win-win", which is common in buildings with large commercial area and complete facilities. After consumers become owners, they can get certain discounts when they go to designated consumption places, such as Trust-Mart, Wanjia Department Store, Xinyijia Department Store, golf clubs, western restaurants and cafes. This kind of members' brand awareness and loyalty to developers are obviously not as good as the former kind, but their brand awareness and loyalty to allies are higher.

Warm fire soup type:

Mode: Long-term exhibition hall and roving exhibition.

This promotion method is suitable for well-known developers with large development volume and multi-stage market development.

Through the long-term exhibition hall or roving exhibition, release the sales information of real estate, show the image of real estate and the strength of developers, and cultivate the target market and brand awareness. Long-term exhibition halls are generally located in cities with strong consumption capacity and commercial centers with concentrated crowds, such as Vanke's architectural exhibition center, investment promotion and sales center, Hongshi's architect gallery, Blackstone, Agile, Country Garden's Hong Kong long-term exhibition hall and Olympic Garden.

Developers who adopt this promotion method have strong strength and high brand awareness, consciously cultivate the target market, publicize the business philosophy of the enterprise, and form a high brand awareness in the minds of consumers.

Cultural aggression:

Mode: community culture, title sponsorship of various social activities, such as concerts, TV dramas, column programs, etc.

This promotion method is mostly used for large-scale and large-scale developers.

In the process of sales, through some community activities, such as fraternity, sports meeting, cocktail party, etc. Increasing the sales atmosphere is conducive to enhancing the confidence and loyalty of the purchased owners, tapping potential customers, publicizing community culture and establishing a good image of real estate, such as Vanke, Gemdale, China Shipping and Zhuo Yue.

Sponsor some social activities with high cultural taste or similar characteristics to real estate, such as concerts, TV dramas, financial programs, sports competitions, etc. , and according to the preferences of target customers, the sales information of real estate is released purposefully, which is conducive to promoting the image of real estate and improving the gold content of real estate.

Masquerade ball:

Mode: Real estate fairs, such as Spring Fair, Autumn Fair, Hong Kong Fair and Housing Fair.

This is the most influential promotion method at present, and the effect is obvious.

Fair, like a big supermarket, will form a spotlight effect, providing a display platform for the centralized display of various properties, which is convenient for consumers to visit multiple properties at one time. During the exhibition, every building appeared in black and pink, and the Eight Immortals crossed the ocean, each showing their magical powers. Through the careful arrangement of the booth and various preferential measures, the image and corporate brand of the building are fully displayed, attracting visitors to visit and buy the building site.

Judging from the effect of housing fair in recent years, it has achieved obvious results. During the exhibition, a large number of property buyers went to visit, and the influence of the Housing Fair was growing.

During the Hong Kong Fair, in order to attract Hong Kong people to buy properties in Shenzhen, * * * specially sent a batch of high-quality properties to Hong Kong for centralized display, and equipped with a Shenzhen-Hong Kong through train to facilitate Hong Kong people to travel to Shenzhen.

Warm holiday style

Mode: various festivals, such as Valentine's Day, Women's Day, Mother's Day, National Day, Mid-Autumn Festival, Christmas, etc.

This teacher is very famous. Specific festivals are often good opportunities for sales promotion. Developers make full use of the specific significance of each festival and hold various promotional activities to "make a teacher famous", and give certain discounts to specific objects on specific festivals to attract customers to buy.

Often used, the effect is average. The use of holiday promotion reflects the humanistic care of developers for property buyers, which is helpful to the image promotion and sales of real estate, especially some small and medium-sized real estate or small-sized real estate, which often plays the role of "sudden surprise". Therefore, holiday promotion is often used, but because holidays are generally short, the short-term effect is not obvious.

Real estate planning book (2)

First, time:? Year? Month? On the morning of the 20th.

2. Location: the location of the * * * * * sales center.

Personnel: staff, customers, etiquette, hosts, distinguished guests, etc.

Four. Invited VIPs: relevant leaders of the municipal government, leaders of the Municipal Construction Committee and the Municipal Real Estate Administration, and leaders of the Municipal Architectural Planning and Design Institute.

Verb (abbreviation of verb) to invite media: xx TV station, xx daily newspaper, xx news station, etc.

The predetermined goal of intransitive verbs: to communicate the opening ceremony information of * * * *, to show the strength of the enterprise, to expand the social popularity and reputation of * * * *, to reflect the bright future of * * *, to promote the sale of real estate, to conduct corporate social public relations, to establish a positive and good social image of xx Real Estate Development Co., Ltd., and to live in harmony with local government functional departments.

Seven. Venue layout:

1, skirt building area: the skirt building area, that is, the ribbon-cutting area, is located in the south of the sales center. There is a vertical microphone in the middle of the podium for the host and guests to speak. The desktop is covered with a red carpet and the background wall is painted with the theme of "* * * * *".

2. Check-in desk: The guest check-in desk is located on the north side of the rostrum. There is a hostess at the sign-in desk. Sign-in desk set sign-in desk.

3. Gift distribution area: At that time, the table at the sign-in desk can also be used as a gift distribution desk.

4. VIP lounge: It can be placed in the sales center of * * * *, decorated with sofas, coffee table drinks, fruits and wet towels, and exquisite flower arrangements.

Eight. Highlights of the opening event:

1, indoor and outdoor performance

1) bunting (stripes)

2)? Hanging on both sides of the road outside the sales office, hanging on the lamp post along the street, setting off a warm sales atmosphere.

Bonsai flowers and plants

Every corner of the sales office hall is decorated separately, which increases the visual beauty, fresh air and friendly atmosphere.

3) Air arches and balloons

Large air arches, hot air balloons and road flags are arranged on the construction site and the main roads in the urban area to create a warm atmosphere for the start and opening of the project.

2. Live performances:

1) Military band: used to play inspiring music as the background music for the whole opening ceremony.

2) Waist drum team: A waist drum team consisting of 20 people will be arranged on site to welcome guests and send them off, adding festive atmosphere.

3) Lion Dance: The performance of lion dance interspersed in the ceremony indicates the bright development prospect of * * * *.

3. Coordination of opening promotion activities:

With the theme of "1000 yuan 10000 yuan, you can easily make a profit without buying a house", attracting customers to buy a house enthusiastically, forming a good public image of benefiting customers and selling well at the opening.

A copy of the activity is as follows:

In order to reward the first batch of customers, the developer specially spent 800,000 yuan to sell 100 VIP cards and give away 100 lottery cards for free on September 30th. The unified price of each VIP card is 1 1,000 yuan, and the face value of each card is 5,000 yuan, 7,000 yuan and 1 1,000 yuan respectively. When buying a house, the cardholder can use the same amount as the VIP card to deduct the house payment. The VIP card for house purchase is an bearer card and can be transferred freely.

Lottery card prizes are set to 5000 yuan 10, 20 yuan 3000, and 30 yuan 1000, all of which can offset the house payment. There are 20 brand rice cookers and 20 brand electric irons, and the winning rate is 100%. Lottery cards are given away free of charge according to the on-site queuing order. Until the end of the gift, the above reward activities will be notarized by xx Notary Office.

On-site queuing should be in order and in the direction of the starting and ending points designated by the site. () Queueing began at 6: 00 a.m. on September 30th.

Our company will start sending "access cards" at 8: 00 am on September 30, 2004.

After obtaining the "number access card", every ten people enter the marketing site in turn to register and pay by credit card.

The "VIP card for purchasing a house" is only valid when buying a house, and it must be presented together with the receipt for purchasing the card.

Activities: Participants must be China citizens, overseas Chinese, compatriots from Hong Kong, Macao and Taiwan, or foreign citizens who are over 18 years old, have full capacity for civil conduct and hold valid identity documents (each person is limited to get a card).

If the VIP card is sold, it will offset the purchase price; If you don't buy a house or exceed the time limit for buying a house, this card is invalid and cannot be exchanged. Can be freely transferred, and the transfer price is self-determined.

When buying a house, the VIP card will be used to deduct the same amount as the card, and each suite will be limited to one card.

This activity is invalid for group buying customers.

4. Preparation:

1) draft participants. Yu? Month? Send invitations to the leaders attending the meeting.

2) Prepare the invitation letter in advance and confirm receipt.

3) Get the weather information of the day from xx Meteorological Bureau five days in advance.

4) Implement the safety command within the jurisdiction and be responsible for the order work.

5) Carry out orders and be responsible for the order work six days in advance.

6) Make gifts and gift bags at the event site.

7) Balloons, stadiums and aerial arches shall be approved 8 days in advance.

5. Guest identification: After the guests arrive, the hostesses wear corsage for them. VIPs will be guided by the hostess or accompanied by company leaders to the VIP rest area.

6. Personnel arrangement:

1) There are preset 10 hostesses, 4 at the entrance, 2 at the check-in desk, and 4 hostesses in the conference area require dressing the.

2) 15 staff;

3) 30 company employees;

Nine, the ceremony process:

09:00-09:30? All staff enter the scene. Including the main person in charge of the company and the person in charge of the etiquette company, all kinds of staff and performers.

09:30-09:50? Guests came in one after another. VIPs sign in at the sign-in desk and hand out gifts. Customers can go to the sales site for consultation and get promotional materials.

09:50- 10:00? The hostess introduced the distinguished guests to the meeting.

10:00- 10:08? At the beginning of the ceremony, the host introduced the distinguished guests.

10:08- 10: 13? Welcome speech by xxx, general manager of the company.

10: 13- 10:25? Lion dance performance.

10:25- 10:35? Speech by government leaders and representatives of corporate investors.

10:35- 10:50? The host invited government leaders, company leaders, relevant leaders of the Construction Committee and Housing Management Bureau to cut the ribbon for the opening of * * * * * *, and auspicious fireworks and salute were raised and released at the same time, which culminated in the ceremony.

10:50- 1 1:00? The host announced the end of the ceremony and the guests rushed to the luncheon.

1 1:00? The customer signed the contract and the opening sales activity was officially launched.

X. Media plan:

1, newspaper advertisement

On the 27th, 28th and 30th, a full-page advertisement was published in the X edition of xx Daily to announce the opening of the business.

2. TV advertising

Xx TV recorded the opening ceremony video and made it into a VCD as the information for the opening ceremony activities. The news was produced by xx TV station, reporting the situation of the whole opening event site and further expanding the publicity.

Step 3 broadcast advertisements

Broadcast the opening information of * * * * two months before and after the opening.

4. Print advertising

Loushu and posters have been printed, and staff are sent to distribute and cut newspapers.

XI。 Advertising budget

1.27 No.28 No.30 XX Daily full page? Xxxxx yuan

2. The TV station recorded the opening video and news report of xxxx yuan.

3. Broadcast advertising xxxx yuan

4. Examination and approval by the outdoor advertising management office of the opening ceremony venue? Xxx yuan

5. The expenses of the etiquette company are RMB xxxx.

(Including stage, stereo, lion dance team, waist drum team, military band, hostess and host's remuneration)

6. Balloon (open space and urban main roads) xxxx yuan

7. Flower bonsai lease xxxx yuan

* * * meter? Xxxxxx yuan