4Rs Application Analysis of 4RS Marketing Theory

Case Analysis: The Application of 4RS Marketing in Real Estate Sales

If 4RS is transplanted into today's real estate sales industry, we will find that real estate marketing will enter an unprecedented and truly win-win era.

Specific to the real estate industry, 4RS is a marketing strategy that accurately describes the relationship between developers and owners. At the same time, it also meets the general requirements of people for business at present, and introduces the concept of win-win into real estate marketing strategy for the first time.

4RS is beneficial to the establishment of real estate brand and the further realization of enterprise brand. A good marketing strategy can produce a successful real estate, and a successful real estate can build a corporate brand. 4RS is such a marketing strategy.

Stephen King, the originator of modern planning, once said: "Products are things produced by factories, and brands are things that consumers want to buy. Products can be imitated by competitors, but the brand is unique. Products are easily outdated, but successful brands can last for a long time. " The starting point for developers to build brands is to meet the needs of consumers, some of which are emotional, which requires the power of relationship marketing. By introducing 4RS marketing strategy, we can give the owner an emotional "sense of belonging" house. The 4RS strategy establishes an emotional communication bridge between developers and owners by introducing relationship marketing in the sales process, so that owners and developers can understand and support each other, which can completely achieve a brand-name real estate and further achieve a brand-name enterprise.

In fact, many well-known brand enterprises have used 4RS marketing strategy in their business practice. Pan Shiyi's modern city, a classic case of Beijing real estate marketing, can see the shadow of 4RS in the whole marketing promotion process, and has exerted a significant influence. First of all, from the perspective of development concept, Lao Pan was the first to introduce the concept of foreign SOHO. Aiming at the consumption demand of a large number of freelancers who work from home, he grasps the changes of consumer demand, adapts to the changes of real estate demand of a group of consumers in time, and transforms 4RS related factors into sales core values, thus manufacturing products with core competitiveness. Secondly, in the sales process of modern city, with the change of consumer demand, the drawings of modern city are constantly revised in the construction process. At first, in order to solve the sales difficulties of the top-floor property, Modern City designed the top-floor apartment into a duplex structure, which was in short supply at once. The penthouses on the top floor are all sold out, and customers are constantly asking if there are penthouses. Pan Shiyi took the initiative and changed the original flat-floor house below into a duplex. In order to meet the changing housing needs of consumers, the design institute has been changed from the top floor to the top floor. The design institute said, how can it be changed endlessly? Pan Shiyi replied that the demand of consumers is the most perfect design. As long as the needs of consumers change, the design will change. This is the response element in 4RS. Thirdly, in the middle and late stage of modern city marketing, the owner communication website was established, so that all the owners' opinions could reach the top of the company at the first time, and a detailed database of all the owners' information was established, and there was a strong after-sales guarantee such as whether there was any reason to check out. A long-term and stable relationship has been established between developers and consumers, which makes the management of owners become responsibilities, and consumers become brand loyalists from customers, and from managing marketing mix to managing and interacting with customers. Finally, of course, rewards are more successful than a project in a modern city. Pan Shiyi and his Redstone Company became famous. Later, other projects developed were all-inclusive in the accumulation of corporate brands and customer relationships, and the marketing expenses were also saved. Short-term profits and long-term returns returned to the market with great success.

To sum up, it is feasible to introduce 4Rs theory into real estate marketing:

(The theoretical axis of 4Rs marketing theory is to serve competition, which combines a new marketing framework at a new level.

Suitable for the increasingly competitive real estate industry. According to the increasingly mature market and fierce competition, 4Rs pays attention to the interaction and win-win between enterprises and customers, which is suitable for the brand building trend of the real estate industry and can build a large number of loyal consumption.

(B) 4Rs embodies and implements the concept of relationship marketing.

Through correlation, relationship and reaction, this paper puts forward the specific operation mode of how to establish relationships, have customers for a long time and ensure long-term interests, which is a great progress. In line with the long-term marketing characteristics of real estate companies, the characteristics of real estate consumption determine the rationality of consumer consumption. Therefore, good word of mouth is the most effective way to broaden customer resources.

(3) The reaction mechanism provides the foundation and guarantee for win-win interaction and association, and at the same time extends and sublimates convenience.

In the current competitive real estate market, customers are dynamic. Customer loyalty is changeable. To improve customer loyalty and win a long-term stable market, it is necessary to establish a certain interest relationship with customers. Just like community service projects, it can bring some benefits to property companies and form mutual demand and demand relationship. The market task of developers is no longer to formulate and implement plans, but to respond to customers' hopes in time, meet customers' changing needs, obtain reasonable profit returns and achieve a win-win situation in the market.

(d) "Return" is compatible with cost and win-win.

In order to pursue returns, real estate enterprises must implement a low-cost strategy, fully consider the costs that customers are willing to pay, achieve cost minimization, and gain more customers' share on this basis to form economies of scale. In this way, real estate enterprises provide customers with value and pursue returns, which complement each other and promote each other, and objectively achieve a win-win effect. For real estate enterprises, the real value of marketing is that it can bring short-term or long-term income and profits to enterprises.

Because of the particularity of real estate product consumption, a good marketing strategy is particularly necessary and important. In other words, the smooth development of property management in the later period largely depends on the sales strategy in the earlier period. 4RS strategy not only considers the profits of producers, but also pays attention to the hopes and needs of consumers, which is indeed more comprehensive, perfect and practical.

After more than 20 years' development, China real estate has gradually moved from price competition and quality competition to brand competition. It has also changed from group buying to personal consumption. 4RS is conducive to promoting the standardized development of the real estate industry. Because of the introduction of 4RS marketing strategy, the views and opinions of the whole society on buying a house and living may change. Developers realize the importance of interaction with owners, and owners also realize the importance of a win-win situation with developers. No one will only care about their own interests, and property management fees may no longer be difficult to collect. Fraud may be hated not only by the owners, but also by the developers. If real estate enterprises introduce 4RS marketing strategy, the whole industry will develop along a virtuous circle.