What is real estate marketing planning?

First, project planning is a feasibility study of real estate development projects.

Contents of feasibility study

The fundamental purpose of feasibility study is to realize scientific and democratic project decision-making, reduce or avoid mistakes in investment decision-making and improve the economic, social and environmental benefits of project development and construction.

The main contents of the feasibility study are: (1) project overview; (2) On-site investigation and relocation of land for development projects; (3) Market analysis and determination of construction scale; (4) planning and design impact and environmental protection; (5) resource supply; (6) Environmental impact and protection; (7) Research on organization and management expenses of project development; (8) Development and construction plans; (9) Analysis of the economic and social benefits of the project; (10) Conclusion and suggestion.

Feasibility study stage

Opportunity research. The main task of this stage is to make suggestions on investment projects or investment directions, that is, to find the most favorable investment opportunities on the basis of investigating and predicting natural resources and markets in certain regions and departments.

Chance research is relatively rough, relying mainly on approximate estimation rather than detailed analysis. The accuracy of investment estimation at this stage is 30%, and research expenses generally account for 0.2% ~ 0.8% of the total investment. If the opportunity study thinks it is feasible, the next stage of work can be carried out.

Preliminary feasibility study, also called "pre-feasibility study". On the basis of opportunity study, further demonstrate and analyze the possibility and potential benefits of project construction. In the preliminary feasibility study stage, the investment estimation accuracy can reach 20%, and the required cost accounts for about 0.25% ~ 1.5% of the total investment.

Detailed feasibility study, also known as feasibility study. Detailed feasibility study is the basis of investment decision-making for development and construction projects, and it is the key step to make investment decision after analyzing the technical, financial and economic feasibility of the project.

At present, the accuracy of construction investment estimation is 10%, the cost of small projects is about 1.0% ~ 3.0%, and that of large and complex projects is about 0.2%~ 1.0%.

Project evaluation and decision-making, in accordance with the relevant provisions of the state, for large and medium-sized and above projects and important small projects, the examination and approval unit must authorize a qualified consulting and evaluation unit to evaluate and demonstrate the feasibility study report of the project. Without the evaluation of the construction project, any unit shall not approve, but shall not organize the construction.

Feasibility study steps

The feasibility study is conducted in five steps: (1) accepting the entrustment; (2) investigation and study; (3) Scheme selection and optimization; (4) Financial evaluation and national economic evaluation; (5) Prepare the feasibility study report.

Second, the content of real estate marketing planning

Marketing planning content:

A. Pricing strategy

1, according to the market situation, reasonably allocate each sales stage and formulate the average sales price list;

2. After implementation, adjust the sales price according to the actual situation in the sales process;

3. Suggestions on the time and quantity of launching special rooms;

4. Floor, orientation and landscape price difference;

5. Suggestions on payment methods;

6, the relationship between price adjustment and sales rate and the progress of the project.

B. Suggestions on sales expenses and capital flow control

1. Suggested sales expenses (including advertising design, production and release, decoration of sales offices and model houses, sales staff bonuses, category promotion activities, etc. ) at all stages of the whole marketing process;

2. Suggestions on the relationship between the withdrawal of sales funds and the progress of the project

Division of opening time and sales stage

1. Suggestions on opening time (according to the market, projects and competitors);

2. Division and cycle of sales stage

D, sales control

1, push the proposal;

2. Suggestions on closing discount at each sales stage and sales personnel level;

3. Suggestions on price control and promotion means;

4. Matters needing attention in signing subscription book and contract

E, personnel training

1. developer profile;

2. Real estate characteristics and real estate value;

3. Description of environmental data of the project;

4. Introduction of project planning;

5. Introduction of public facilities;

6, the overall concept introduction table expression;

7. Marketing concept;

8. Marketing skills;

9. Forcing skills;

10, case name expression;

1 1, advertising positioning;

12, advertising performance;

13, market source positioning;

14, introduction of business plan;

15, buyer's psychological disorder;

16, on-site reception process and regulations;

17, insurance technique;

18, prospective customer data collection and classification method;

19, telephone and drill;

20. Description of DM mailing and promotion plan;

2 1, introduction of self-promotion and combination promotion;

22. On-site gas production;

23. Introduction, selling price and payment method of the subscription book;

24. Introduction of relevant laws and taxes;

25. Manners, appearance and business etiquette;

26, Q&A drills and course acceptance