What are the types of real estate marketing planning?

Real estate marketing planning is to use the concept of integrated marketing to integrate the concept, design, location, environment, room type, price, brand, packaging and promotion of developers' construction projects, so as to reasonably determine the marketing plan of real estate target market. Real estate marketing planning can be divided into real estate investment marketing, real estate investment marketing, real estate investment marketing, real estate image marketing and real estate construction quality. Next, let's take a look at Bian Xiao's real estate marketing planning case. Types of real estate marketing planning. Real estate investment marketing Real estate investment analysis is the starting point of the whole marketing process and the key to real estate development. Through careful market investigation, carefully analyze the surrounding environment of land use, the present situation of regional market and its development trend, conduct scientific SWOT analysis, summarize the value of real estate, simulate the most possible price scheme, conduct investment risk analysis and adjust the price scheme. The lowest risk price scheme and the highest price scheme are listed at the same time, and the avoidance methods are put forward. By auction,

Second, real estate positioning marketing The key to real estate marketing is to grasp the market pulse and conduct accurate market positioning. Detailed market survey data is the cornerstone of real estate positioning, which is only the beginning of quantitative analysis. Because of the rapid development of China's real estate industry, the market data is "instantly" backward, or the deviation caused by the low level of China's real estate industry, it is very critical to make necessary qualitative analysis.

Only when the developed real estate conforms to the market rules and guides the market can it obtain higher profits or even excess profits, while catering to the market may not necessarily obtain the market. It is often those developers who have clear target consumer groups and can accurately grasp and guide the market. Only by standing at the forefront of the market, guiding the market and having the vision of strategic development can we forge fine houses.

Third, real estate planning and design marketing Real estate planning and design is the third process of real estate marketing. After accurate market positioning, design the corresponding real estate according to the target customer base.

Any real estate design should be people-oriented. People-oriented real estate is the main starting point and ultimate goal, which is the most basic condition for building fine real estate. Starting with the human history and geography of the project, the overall planning and layout, architectural style positioning, garden design, supporting design, appearance color and facade design are carried out.

Four. Real estate image marketing conveys a good corporate image and brand image to consumers through the overall packaging of the project. Image design includes surrounding environment packaging, building and residential interior environment packaging, property management center packaging, marketing center packaging, marketing advertising planning and corporate image packaging. Through the above image design and packaging, through good corporate reputation, excellent engineering quality and perfect property management image, we will establish a first-class project image in the market and lay a good foundation for brand building.

Verb (abbreviation of verb) Real estate construction quality The process of real estate construction is the realization of real estate quality. Establishing and perfecting the supervision mechanism and strictly controlling the production process put forward higher requirements for building materials procurement management, construction process guidance, quality control, time limit control, cost control, safety management and environmental management. It is the most effective guarantee for customers and the most basic work and necessary condition for forging fine real estate.

Case 1: Foreword In today's increasingly mature commercial real estate sales, real estate marketing planning is becoming more and more important in the process of commercial real estate sales and investment promotion. If the store wants to sell well, pre-marketing planning is essential and must be done well.

Xx commercial city project is a high-quality building developed by xx real estate development company, which will become a classic of new leisure real estate business in North District of xx City.

Xx Commercial City is located next to xx Square in the north of xx City, which is a new project of xx Real Estate Development Company. The project covers an area of XXXX square meters. According to the current architectural design scheme, the project consists of three-story podium (including the negative first floor) and two towers (four floors respectively), with a total construction area of about XXXX square meters, underground garage and equipment room construction area of about XXXX square meters, commercial podium construction area of about XXXX square meters and tower construction area of about XXXX square meters. The total investment of the project is about XXXX billion yuan.

After the previous market research and analysis, this project is initially determined as a modern multifunctional leisure shopping center. According to this preliminary idea, combined with the current project status, this marketing enterprise plan systematically analyzes the market positioning and marketing operability of this project. From the perspective of marketing planning, this paper makes a comprehensive and operable discussion on the overall image packaging, marketing organization and operation, marketing promotion, advertising strategy arrangement and sales promotion of the project.

Second, the overall strategy of project marketing The overall strategy of marketing is to carefully analyze, scientifically divide and accurately cut into the target market. Through the comprehensive use of marketing strategy, the added value of the project is maximized, the maximum profit of the project is obtained, and the corporate image and project image are comprehensively established and enhanced. To sum up the overall marketing strategy of this project, it can be simply described as "five ones", that is, to establish a cutting-edge concept, advocate the concept of wealth, refine a distinct theme, start the avant-garde market, and brew a hot-selling storm.

Three. Project Marketing Objectives and Strategies According to the overall marketing strategy of "Five Ones" of this project, the marketing objectives and strategies of this project are formulated as follows as the perfection and enrichment of the marketing work plan of this project.

1. Establish a new concept: leisure shopping business.

2. Advocate a concept of wealth: venture capital, leisure shopping and stable returns.

3. Extract a distinct theme: property-based shops and leisure enterprises.

4. Create an avant-garde market: advocate "venture capital business and leisure shopping", abandon the oppression and bondage of the traditional pure shopping environment, mainly for young and cutting-edge consumer groups with their own personality, and let them experience the leisure business environment with clear shopping themes.

5. Brewing a hot-selling storm: The project will upgrade the traditional business behavior to a modern brand-new leisure business, strive to promote the brand-new changes in the development of commercial real estate market, avoid the competition of traditional businesses, and set off a hot-selling storm in a brand-new market.

4. Sales target 1, sales (investment) target.

2, sales target decomposition, according to the project positioning and construction progress, to carry out marketing work.

Verb (abbreviation of verb) project sales opportunity and price In order to better reflect the realization of overall marketing strategy and target policy in the follow-up marketing process, the following sales opportunity and price are determined by integrating project element resources and marketing promotion and communication elements and combining project positioning.

(1) Time and attitude of the project entering the market

1. Timing of entering the market: According to the planning, project progress and marketing preparation, the opening of the market during the housing fair in May (or September) of 20xx can seize the timing of the housing fair in Spring of 20xx and the May Day International Labor Day to set off the first climax of construction; In the National Day, 20xx Autumn Housing Fair, New Year's Day and other important periods set off a new sales climax.

2. Attitude to enter the market: Appear in the city and even the northwest region as "wealth real estate and leisure shopping" and create a new concept of leisure business investment management.

(B) price positioning and price strategy

1, price positioning principle: using price comparison method and comprehensive balance method.

2. Price Positioning: The average selling price of the whole commercial project is XXXX yuan/square meter, of which the starting price is XXXX yuan/square meter and the highest price is XXXX yuan/square meter.

3. Price strategy: adopt the parity strategy of "opening low and going high", adjust the price (slightly increase) for half a year after the opening, with an average price of XXXX yuan/square meter, and the sales at the end of the year decreased slightly in disguise.

Intransitive Verb Propaganda Strategy and Media Combination (1) Theme of Propaganda Strategy

1, personality characteristics: "xx Commercial City Wealth Real Estate Investment Business" is the first and only investment concept in our city to promote the transformation of commercial development from "building products" to "building new leisure shopping methods" and advocate "investing in wealth real estate and obtaining stable returns".

2. Location Transportation: The project is located next to xx Square, with superior location, noble residential landmark buildings and convenient transportation, and is the preferred ideal commercial real estate investment environment in the northern region.

3. Value-added potential: Located in the core area of the key development areas planned by the government, it has good development prospects, low acquisition cost and great appreciation potential, and is the first choice for investing in home ownership.

(b) media mix

1. Pre-opening period: soft news and advertisements are the main media, newspapers are the main media, supplemented by television, and the new concept of "wealth investment and stable return" is deeply explored.

2. Strong promotion period after the opening: it is an important period for project marketing and promotion. The propaganda media is mainly composed of "newspapers, television and outdoor billboards", supplemented by related magazines and direct mail advertisements.

3. Post-opening image exhibition period: in order to show the image, soft and deep excavation is the main method, and TV and newspapers are the main media, supplemented by forums, public relations, publicity activities and project investment briefing sessions.