How to do a good job in market expansion of property management enterprises

First, do a good job in enterprise market positioning and adjust the project structure.

Case 1: A property management enterprise was restructured from a state-owned property management enterprise. Manage the housing reform community built by the original real estate group company (parent company), and actively expand its business scope to high-end residential, commercial and industrial properties after the restructuring, and establish its own brand. In the process of market expansion, the market will be positioned in high-end residential and office buildings, and the original property management projects such as housing reform houses will be gradually divested.

Due to the different development background and management characteristics of property management enterprises, an enterprise's human, financial, material and information resources are limited. How to make rational use of these resources, produce scale effect and maximum benefit requires a clear market positioning suitable for enterprise development and timely adjustment according to market development and enterprise changes. In this way, under the clear market positioning, the market development department will do something different, which is conducive to the development of market development. Market positioning contributes to the following market expansion work:

1, identifying the developer. When there is no clear positioning for enterprise development, there will be no consideration for the qualification and credit of developers, as long as they can receive real estate and open the market for the company. Problems will inevitably arise in later management and profitability; After the enterprise has a certain market share and a clear positioning, it will comprehensively consider the situation of developers when expanding the market, laying the foundation for the preliminary work of market expansion.

2. Further position the high-quality market, classify the positioned market, deeply understand the profitability and risks of the project, determine the high-quality market, and further expand the high-quality market share. At the same time, gradually give up the non-profit market.

3. Locate the region and give full consideration to the influence of the regional price limit policy. The economic differences between the eastern and western parts of China are very great. After locating the area, it is necessary to consider whether the local government will adopt a price limit policy for property management fees when expanding the off-site market. If they enter different markets without analysis, it will affect the expected profit margin of the company. Therefore, property management companies should compare the off-site price limit with the company's operating costs, so as to make a decision on whether to enter the off-site market.

Second, establish a reasonable personnel structure and improve the organization of the market development department.

Case 2: There was only one person in the original market development department of a property management enterprise, whose functions were unclear, and sometimes he even served as an office, so the market development work progressed very slowly. Later, the enterprise adjusted the department structure, the number of staff increased to three, the deputy general manager was appointed as the department manager, and a complete department management system, incentive system and workflow were established, which made great progress in market expansion.

As the source power and leading department of enterprise development, market development department not only needs to motivate employees well, but also is very important for the division of functions and responsibilities of market development department. The functions of the market development department of a successful property management enterprise usually have the following parts:

1. Project development: analyze the characteristics of new and second-hand real estate, consider its profitability, social effects and other effects, and judge whether it is the target real estate.

2. Project Planning: Plan the competition scheme of the target project, including competitor analysis, tender preparation and project visit scheme.

3. Project negotiation: negotiate with the developer or owners' committee of the target building on the contents of the property management service contract such as management price and service standard.

4. Project signing: after obtaining the project management right, sign a contract with the employer, hand over the related work to the next department, and cooperate with relevant departments to hand over the project.

Third, improve the marketing concept of all employees of property management enterprises.

Case 3: A commercial and residential building managed by a property management company, an owner did not close the door after going out (the door needs a key lock), and the community security guard found this situation after being on duty. Considering that it is very late, calling the owner back will disturb the owner's rest. In order to protect the things in the master's room from being stolen, the security guard waited outside the room all night. The next day, after the owner came back, the security guard warned the car to be more careful. After understanding the whole situation, the owner was very moved by the meticulous and thoughtful service of the company's employees. The owner recommended the security business of one of his properties to the company for management, which enabled the company to obtain a new business.

Property management companies provide property services, which are not disposable products and may have been providing services. The working attitude and service quality of each employee are related to the image of the enterprise. In the marketing process, the on-site service of employees is also an important part of the marketing process.

Therefore, in the process of market expansion, property management companies should pay attention to establishing the marketing concept of employees and "everyone is a window", and every employee should be a good employee and strive to establish a good image for the enterprise. Establish the marketing consciousness of all staff within the enterprise.

In the process of all-staff marketing, property services are required to be fast and high-quality, especially the market development department, as the first department to contact customers, its work efficiency itself is also the embodiment of the service level of other departments of the enterprise. Get the market through efficient marketing means.

Case 4: During a project contact of an enterprise in 2004, the staff of the marketing department drove to the project site that day. After a day of consultation and on-site investigation, the company believes that this project is an ideal customer as a high-grade residential area of nearly 200,000 square meters. But the developer put forward the plan and quotation for the next day, and the staff of the marketing department rushed back to the headquarters overnight. With the cooperation of relevant staff, they handed a detailed and comprehensive plan to the developer the next day.

Fourth, the steps of successful market work.

Through the above analysis, combined with the author's many years of experience in property management, I think that the following links need to be paid attention to in the work of the market development department.

First of all, deeply analyze the advantages of the company and the characteristics of competitors, make full use of resources and occupy the market; Secondly, analyze the developer, grasp the idea of the developer or the owners' committee, identify the developer's design ideas, analyze the developer's psychology, and make the developer's development ideas and future service ideas well integrated; Third, the tender documents are carefully designed. The bidding design strives for strong pertinence and outstanding features. The design of real estate conforms to the concept of property service, and fully considers the needs of developers and owners' committees on the premise of providing quality services; Fourth, attach importance to the development of public relations, and fully reflect the advantages of the company in the process of bidding and answering questions. At the same time, the company leaders attach importance to the development of the project and the allocation of community managers, which is also the key link to obtain the project.