Late-stage de-transformation strategy of real estate

The post-clearance transaction can be regarded as the crowning touch of the transaction, the best opportunity to gain the appreciation of the boss and the key to profit. Although many real estate sales have seen the way to solve the later sales problems in advance during the sales boom period through marketing, there are still many projects that have left some houses for various reasons and become a "heart disease" for developers. Today, I will summarize some post-sales strategies, hoping to help you get rid of them quickly and withdraw funds.

1, lower the threshold and lock in customers!

Installment down payment, lengthen the payment cycle, and lock customers in advance.

Initial subscription agreement, allowing internal renaming.

Accept small, sincere and intentional payments to avoid customer churn.

2, price adjustment and promotion, grab performance!

Price: Approved by the President/General Manager, but limited.

Special price clearance for specific inventory houses (such as shops, parking spaces and later houses).

Preferential packaging of houses: such houses as "one price", "group purchase", "spike", "flash purchase" and "magic coupon" in Thanksgiving season;

Combination discount package: Enjoy "house+parking space", "house+property fee", "house purchase+decoration/home appliance gift package" and "house purchase+tourism" in Thanksgiving season;

Subsidized preferential packaging: enjoy decoration subsidies, deed tax subsidies, monthly supply subsidies, etc. During the Thanksgiving season;

Make use of holiday effects, such as "double 1 1" and "double 12", and try to promote sales on New Year's Day, Spring Festival, Mid-Autumn Festival and Dragon Boat Festival;

Set a price benchmark, with a pull and a drop. It is especially effective when selling shops.

Staff room, recommended discount; Many companies have designated employee housing sales indicators, which are included in performance appraisal and all-staff marketing.

3. Matters needing attention in the promotion policy

All policies must be time-limited, limited and limited.

Implement flexible bargaining mechanism, maintain price elasticity, authorize the front line and ensure the transaction. This is especially necessary during the market downturn.

Hierarchical control, approval and release of policies. You can't give all the authority to front-line sales people, marketing leaders, project/city managers, etc. You can authorize them at different levels. However, there should not be too many levels, and the general marketing sum project/city sum can be enough.

4, team adjustment, enhance combat effectiveness

Analyze the ability and morale of the original team, whether the staffing is sufficient, and whether the energy level meets the index requirements.

Form flying tigers and special forces. At the group level, elite soldiers will be deployed where they need support.

Increase the number of elite soldiers, cross-project support, and focus on one project, such as Evergrande and Country Garden.

Directional poaching: especially experienced sales with resources and local resource marketing backbone. Compared with the whole project, the cost of manpower is limited. I don't want to invest a little money, and I can't get a big profit.

5. Expand channels and increase customers!

Stimulate distribution: strategic cooperation, hold a distribution start-up meeting, build momentum, gain popularity and promote sales.

According to the customer map, divide the war zone, and the person in charge is responsible.

Channel sea tactics, intensive addition of people. Especially in the third, fourth and fifth tier cities, it is very effective.

Regional customer development, organization and promotion, digging three feet to find customers.

The unit buys a group to recommend the door, finds a trade union or office director, exhibits in the canteen, and gives small gifts.

Sending orders, touring exhibitions, roadshows and regional infiltration are all routine, but the effects are quite different. The key lies in implementation.

Key person introduction: it will have a good effect to cash part of the expenses quickly and advance the commission.

All-staff marketing and all-staff apportionment of real estate targets have been implemented by many large companies.

The key to expanding intermediary lies in its own integration ability. Otherwise, it can only be integrated by the issuing company.

Sign a contract at home and turn passive waiting into active attack.

6, increase incentives and enhance motivation!

Commission adjustment, increase efforts. Phased adjustment.

Team grouping PK mechanism, gambling mechanism, stimulate morale.

Single award, for housing with heavy difficulties.

Cash incentives, real-time chicken blood. This repeated action has a good effect.

Cumulative awards for assembly, marathon and long-distance running.

Cash rewards can be used at important moments, such as the opening day, or the last day of a month, or the end of a year.

Job promotion, promotion and salary increase, firewire promotion.

Physical punishment or fines, such as push-ups, running, etc. , but it is not appropriate to have insulting behavior.

League building activities, team strength, drinking, everything!

7. Increase investment and enhance product strength.

Increase the number of model houses: especially some unsalable units can promote sales through the display of model houses.

Add props: In view of customers' doubts, you can add some props display boards to the sales case. For example, the price of the earth auction around the project, the reason why the customer approved the project 10, and so on. In particular, some investment-oriented small huxing, to help customers calculate the income of rent and house price growth, is also a good way to promote sales.

Gift package for decoration: common in the practice of sending soft clothes.

On-site packaging: let customers enjoy the dignity of being owners all the time, even if the house is slightly defective, they can communicate and solve it with a good attitude. Good word of mouth will bring more sales.