Real estate marketing planning book

Selected books on real estate marketing planning

Due to the increasingly fierce competition in the advertising market, marketing planning has become more and more important. To be an excellent marketing planner, you not only need rich working experience and professional knowledge, but also know how to make a perfect marketing plan. I brought you a real estate marketing planning book for reference only, hoping to help you.

1: Real Estate Marketing Planning Book I. Marketing Overview:

Real estate is a commodity concept of real estate, which is essentially different from other commodities. It is different from buying clothes you like, because buying a house is expensive and durable for a long time. The buyer must make a decision after carefully considering the situation and weighing the advantages and disadvantages, and has a strong rebound mentality. If he is slightly dissatisfied, he will change his mind. The problems considered by the buyer are rich and complicated. They should not only consider the unique geographical conditions, but also study the elegant and comfortable natural environment, and be cautious in building quality, traffic, acoustic environment, pollution and safety. It can be seen that real estate marketing is deep, difficult and heavy, and it is not easy for real estate marketing to achieve remarkable results. We should pay more attention to the intellectual investment in the brain and have perseverance. Rome was not built in a day.

Second, the creative concept:

Real estate marketing planning scheme must be formed on the creative concept, in order to achieve the tenacity and strength of Fang Shangjian;

1, with high self-confidence and ambition;

2, full of competition and tireless;

3. Keen thinking and unconventional;

4. Perceptual knowledge and rational knowledge get along well;

5. Pay attention to history, respect reality and pay attention to the future.

Third, the conceptual framework:

1) focuses on shaping images and rendering tastes and ideas;

2) Show the comprehensive advantages of the building;

3) reflect the harmonious and comfortable life of the building;

4) directly cut into the consumer's life mentality.

Fourth, the actual combat process:

1, image positioning:

Summarize the comprehensive quality of real estate as a whole, and reveal the high starting point positioning of real estate from geographical location, property grade, design ideas and specific details. The so-called high starting point can be fully reflected in the overall design of real estate: learning from the experience of high-end properties outside the park and abroad, taking into account the needs of residents everywhere, from the environmental planning and design of residential areas to the aesthetic layout of public spaces; Small to air-conditioned seats, public corridor lighting, home layout design, etc. , are carefully crafted and strive for perfection.

Good things are always different, so the word "different" constitutes the image foundation of this high-end property, giving it a chance to stand out from many properties. For example: different geographical location, different traffic conditions, different property quality, different reputation of developers, different per capita area, different appreciation potential, different parking spaces and different community planning. This "eight different" words, knowing perfectly well past ask, has become an important clue for developers to explain property advantages to real estate consumers.

2. Main selling points:

A comprehensive analysis and research on real estate can be summarized into four aspects:

1) geographical location; 2) the structure of building facilities; 3), building materials; 4), apartment design. Highlight obvious advantages, which is the property index that property consumers are most concerned about.

3, draw renderings:

According to the developer's conditions and promotion needs, the overall renderings and multi-layer monomer renderings are drawn respectively. Drawing renderings should emphasize the openness of public space, rich details and high grade. Because of the sale of real estate, it is necessary to start buyers' imagination of the future. Numerous facts and examples have proved that exquisite renderings play a decisive role in marketing.

4, advertising appeal point:

1) indicates the building location; 2) Explain the historical origin of real estate site selection; 3) Explain the traffic conditions of the building; 4) Expounding the population density of real estate; 5) Expounding the appreciation potential of real estate; 6) Expounding the credibility of real estate developers; 7) Explain the architectural background; 8) Explain the comfort and warmth of the building; 9) Explain the utilization rate of real estate; 10) expounds the payment plan of the real estate; 1 1) expounds the quality of real estate; 12) expounds the far-reaching significance of real estate; 13) Explain the difference in property management of real estate.

5, advertising stage division:

Brand promotion of real estate is a long-term behavior, so we should consider strategically to make every advertisement become the accumulation of brands. It has become an important investment in real estate image. Its advertising promotion can be roughly divided into three stages:

The first stage (expected to move in in the first stage): The purpose of advertising at this stage is to establish brand awareness and promote sales, and to establish the taste, grade and image of the real estate in people's minds as soon as possible. At this stage, the investment in advertising fees is relatively large.

The second stage (from the first delivery to the completion of the second stage): This stage aims to maintain the brand and stabilize the brand image of high-end properties. At the same time promote sales. At this stage, the investment in advertising fees is relatively small.

The third stage (from the delivery of the second phase of the project to the overall completion): the advertising task at this stage focuses on maintaining the good reputation of the real estate. Can be combined with many residents who have already checked in to discuss and evaluate the real estate, promote sales through word of mouth, and complete the finishing work of sales. At this stage, the investment in advertising expenses is moderate.

Generally speaking, the whole advertising investment curve of real estate is saddle-shaped, which is a more reasonable distribution scheme according to the requirements of different sales periods and different stages of the project process. Of course, advertising and publishing at each stage should be flexibly used and adjusted according to the specific situation.

6, advertising performance:

Before the pre-sale and formal display of real estate, we should try our best to accumulate atmosphere and design a unique and unique unveiling ceremony. One week before the pre-sale visit registration, update the cloth around the current sales department and model room. It was not until the pre-sale and grand opening ceremony that the elegant and beautiful real estate model room was instantly presented to the public and passers-by. At that time, the band will play beautiful western music, guests will gather, people will visit the shuttle model, and praise will be endless. The details of the unveiling ceremony will depend on the situation.

The preview advertisement is mainly based on rendering the atmosphere, and it is released in advance with the wonderful opening and pre-sale ceremony.

7. Contents and schedule of the first advertisement:

Hold the internal subscription exhibition and the first trade fair regularly, before which the advertising preparation should be fully in place. The details are as follows:

① Property renderings.

(2) Determination, production and final calculation methods of real estate price list.

③ Design and production of sales brochures and leaflets.

④ Design and drawing of site coaming.

⑤ Design and production of publicity flags, posters and banners in exhibition venues.

⑥ Making of road signs in exhibition venues.

⑦ Design, fabrication and placement of exhibition boards (two sets, each set 12).

⑧ Creative conception and shooting of film and television advertisements.

9. Design, completion and finalization of the first five issues of newspaper advertisements.

Participate in other publicity projects of the exhibition.

Fifth, outline the selling points.

1. Establish marketing requirements:

The concept of real estate marketing focuses on the distribution of consumers and the level of demand, and then designs and plans the theme of sales strategy. Highlight the value of real estate products, and then meet the unique taste and style of buyers. Therefore, the marketing of real estate must fully conform to the development of the times in order to have an impact on the market and become a product that the public is scrambling to buy. Marketing should consider the following points.

Times: Forward-looking marketing concept conforms to the change and promotion of social form.

② Lifestyle: Fully meet consumers' living needs and be close to their consumption level.

(3) Safety: All the equipment is substantial and the facilities are perfect, which enhances the stability of life.

(4) Convenience: transportation, time, consumption of goods and extra demand.

⑤ Comfort: a modern new consumption space with the quality of meeting human needs.

⑥ Selectivity: Diversified products provide diversified choices.

⑦ Freedom: Combine life, leisure and shopping closely.

2, consumer background analysis:

① Motivation for purchasing the property:

A agrees that the function and added value of planning and design are superior to other buildings.

B: After comparative competition, we agree to this price.

C.i want to live here for a long time.

D, think that the region has long-term prospects and development potential.

E, trust the owner's enterprise scale and financial potential.

F, the mentality of maintaining value under inflationary pressure makes it sprout the purchase motivation.

② Reasons for rejecting the property:

A, consumers' own economic ability is insufficient.

B. After comparison, I think there are ideal buildings nearby.

C, individuals buy less, bearish on the market outlook.

③ Reasons for purchasing the property:

First, be familiar with the local environment.

B, full of living environment quality.

3. Design a perfect marketing campaign:

(1) Molding the unique style of products, highlighting the advantages and image in the product market, and allowing customers to affirm their taste and status after choosing products with unique positioning will have social impact.

(2) Strongly attract the majority of home buyers, with the strategy of real unit price and reasonable total price, which can not only attract the demand for first-time home purchase, but also guide the second home purchase, house exchange or investment customers to enter the market to buy.

(3) According to the geographical location of the region, shape the future high value and appreciation potential of the property.

(4) Carefully select on-site sales personnel and strictly carry out case sales workshops. Salespeople should not only restrain their condescending attitude during the real estate boom, but also turn it into a supercilious attitude. Only with patient, cordial and sincere persuasion skills and professionalism can we successfully achieve the sales target as the owner wishes in a short time.

⑤ Sales staff should cooperate tacitly and make full preparations, so that customers can truly feel the natural, cordial, honest, upright and self-respecting sales atmosphere in the whole sales process. In order to realize the perfect sales system of "booking a room without unsubscribing", "signing a contract" and "signing a contract to introduce a friend to help you buy it".

Six, real estate marketing advertising business strategy:

1, boot cycle:

First of all, choose large outdoor billboards to arouse customers' curiosity and desire to buy with unique and novel solutions.

(1) clean and beautify the construction site, set up a new leisure style reception headquarters (making model houses as required).

(2) The contract, letter of appointment and various record forms have been completed.

③ The compilation of lecture materials is completed.

④ The price list is completed.

(5) Personnel training is completed.

⑥ Publish guiding advertisements.

⑦ Sales staff stationed.

Precautions:

① Direct visit to potential customers among the reserved customers.

(2) Understand the direction and method of business sales on the spot, and correct it if it is not timely.

(3) The business director will hold regular sales staff planning meetings to boost morale.

(4) Hold brainstorming meetings with business and planning departments from time to time, and decide whether to modify the planning strategy after analyzing incoming calls, incoming calls and regional records.

⑤ Facilities related to the reception center that often break down or are concerned by customers, such as lighting brightness, air conditioning position and temperature, atmosphere of the signing place, rain-proof measures on the roof, firmness of the exhibition scheme, etc., need to be inspected and tested one by one.

⑥ Whether the position and height of the main console, the scope and function of the broadcasting system, the console, the sales area, the model room and model, the entrance and exit and the corridor can make many customers pass very smoothly.

2. Opening period and strong sales period:

Publicity period (7- 15 days after the guidance period) and strong sales period (from the seventh day after publicity).

(1) Before the official public launch, it is necessary to attract prospective customers during the shopping guide period, cooperate with various strong media propaganda, gather people, show the sales charm of the on-site sales team and individuals, and promote orders. In addition, cocktail parties can be arranged or political and economic celebrities can be invited to cut the ribbon to enhance customers' purchasing confidence.

(2) 25 minutes before work every day, the on-site sales staff will fill in and return the information that should be filled in every day, which will be reviewed by the business supervisor and returned to each sales staff the next day, and will be informed at the morning meeting the next day to put forward emergency measures for various situations and prospective customers.

(3) The business department and the planning department hold a planning meeting every Monday to talk about this week's advertising media strategy, promotional activities (sp) projects and sales strategies, summarize sales results, and draw up a leaflet distribution plan.

(4) Draw up the leaflet distribution plan, arrange the list of supervisors, and (sp) prepare the activity personnel shift schedule.

5. Three days before 5.sp activities, select sales assistants and fake customers, and arrange lectures or drills in advance.

[6]. If sp activities are held on Saturdays, Sundays or festivals, it is necessary to call the sales manager one day in advance to assist the sales staff in giving lectures, so that they can fully understand the strategies, methods and cooperation of the activities.

Once, every Saturday and Sunday or program sp activities, make good use of 3-5 groups of fake customers, and pay attention to the natural reaction of the sales area and the main console. Every transaction, the console will be responsible for broadcasting the board, and then the company's on-site personnel will applaud together, and people in the peripheral areas will set off firecrackers and stick red paper on the spot to make the atmosphere at the scene reach the highest point.

⑻ Before leaving work on Saturday and Sunday, the business director or general manager will hold a business summary meeting to summarize, reward and punish today's calls, transactions, customer feedback, advantages and disadvantages of activities.

Levies, the implementation of responsibility performance method, each sales member to set the company's sales target or the number of responsibility, statistics every Monday, the company will immediately give bonuses to those who complete the target, as an encouragement.

⑽. Know the quantity, amount and date of replenishment, transaction and contract signing in time. If there is no replenishment or signing formalities according to the date specified in the order, immediately urge them to go through the replenishment or signing formalities.

⑾. Customers come to work and sales site for negotiation or telephone purchase, and they are required to leave their names and contact numbers, so as to implement ds (Direct Selling) during breaks or advertising time, and go out to follow up and visit customers. The business supervisor summarizes the tracking results before work every day to check whether the expected sales target is achieved.

⑿ Every Sunday, holiday or sp period, in order to cooperate with sales, the company will call the site every once in a while to make a fake appointment (if there are two telephone lines, it will take turns to call), so as to stimulate the atmosphere of on-site sales.

3. Duration (final sprint stage):

(1) After a period of official publicity and strong sales, the customer should have a good understanding of this case, and the sales staff should cooperate with the advertisement and focus on tracking to achieve the purpose of closing the transaction.

(2) Use the purchased customers to introduce customers and make campaign advertisements. And inform in advance: if the introduction is successful, the company will commission a certain amount of "introduction bonus" as an encouragement.

(3) If you take the initiative to return to the customer, the trading opportunity is great.

(4) Unsubscribe and follow up, and actually understand the problem.

Sales achievement depends on whether you can go all out at the last second, so the morale at the end of sales can not be ignored. As long as this plan is implemented in a down-to-earth manner, real estate marketing will be immediate and fruitful.

Chapter II: Real Estate Marketing Planning Book With the continuous improvement, expansion and extension of real estate marketing, new ideas and trends of real estate marketing have emerged in marketing planning. It is a higher level art based on general marketing, and its actual Cao is more productive. With the increasingly fierce competition in the domestic real estate market, good marketing planning has become a strategic weapon for enterprises to build famous brands and face the market. The planning book is the reflection of marketing planning. Let's talk about the preparation of the planning book here.

First, the principles of the preparation of marketing plans

In order to improve the accuracy and scientificity of planning book writing, we must first grasp several main principles of its compilation:

(a) the principle of logical thinking: the purpose of planning is to solve the problems in enterprise marketing, and prepare the planning book according to the thinking of logical thinking. First set the situation, explain the planning background, analyze the current situation of real estate development, then tell the story of the planning center, and then describe the specific planning content in detail; The third is to clearly put forward the countermeasures to solve the problem.

(B) the principle of simplicity: we should pay attention to highlighting the key points, grasp the core issues to be solved in enterprise marketing, conduct in-depth analysis, and put forward feasible corresponding countermeasures, which are highly targeted and have realistic guiding significance.

(3) Cao's operability principle: the prepared plan is to guide marketing activities, and its guidance involves the handling of everyone's work and counterattack relationship in marketing activities. Therefore, its cao operability is very important. No matter how creative Cao can't come up with, it's worthless. If Cao is not good, it will inevitably consume a lot of people, money and things, and the management is complex and effective.

(4) The principle of originality: The planned "ideas" (creativity) should be new, the content should be new, and the expression method should be new, giving people a brand-new feeling. Novel investigation is the core content of the planning book.

Second, the basic content of the marketing plan

According to the truth, there is no fixed format for the plan book. Depending on the different requirements of products or marketing activities, the planning content and format have also changed. But from the general law of marketing planning activities, some elements are the same.

Therefore, we can discuss some basic contents and format of marketing plan equally.

Cover:

The cover of the plan can provide the following information: the name of the plan; Customer name; The planned completion date and applicable time period of the plan. Because marketing planning has certain timeliness, the market situation in different time periods is different, and the marketing execution effect is also different.

The main body of the planning book mainly includes:

(1) Planning purpose

It is necessary to establish a clear view of the goals and objectives to be achieved in this marketing plan as the driving force for implementing this plan or 2. Emphasize the significance of implementation, so as to require all personnel to unify their thinking, coordinate their actions, and Qi Xin to work together to ensure the high-quality completion of the plan.

There are many problems in enterprise marketing, but in a word, there are only six aspects:

Cao, who just entered the real estate industry, lacks practical experience. There is no systematic marketing strategy, so we need to plan a marketing plan according to the market characteristics and project characteristics.

The function and use of a real estate project have changed, and the original marketing plan has not adapted to the new situation, so it is necessary to redesign a new marketing plan.

Enterprises need to adjust their marketing strategies accordingly and reform their business direction.

The original marketing implementation plan of the developer is seriously wrong and can no longer be used as the marketing plan of the enterprise.

The real estate market has changed, and the original distribution case has not adapted to the changed market.

Under the general marketing implementation scheme, developers need to design new phased schemes at different times according to the characteristics and changes of the market.

In general real estate marketing planning, the purpose of planning is very specific, and there will be a preface similar to the following: Thanks to the trust of a real estate development company, entrust an advertising planning company to participate in the pre-marketing planning of a city square. Through the market analysis and project positioning of this project, we also sent a large number of market researchers to go deep into the market and conduct a comprehensive market research on this project, thus explaining the importance of the marketing of a city square project to the company's long-term and short-term interests and its long-term series influence, requiring the company's leaders at all levels, project teams and departments to reach a * * * understanding and complete the task, making the goal direction of the whole plan very clear and prominent.

(B), the current marketing environment analysis

We should have a clear understanding of the market, competition, sales price and macro environment of similar real estate and residential products. It provides a basis for formulating corresponding marketing strategies and adopting correct marketing strategies. "Know yourself and know yourself, and you will win every battle", because this part requires planners to know more about the market. This part mainly analyzes:

1, market status and market prospect analysis

Overview of the real estate market;

Regional competitive real estate analysis;

Marketability, actual market and potential market conditions of real estate;

Market growth state, which stage of the real estate market life cycle is currently in. What is the focus of real estate marketing in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on the product market.

The acceptability of the target customer group to the real estate requires the planner to analyze the development prospect of the product market with the information he has.

2. Analyze the influencing factors of the property market.

Mainly analyze the uncontrollable factors that affect real estate sales; Such as macro-environment, political environment, economic conditions of residents, such as the income level of buyers, changes in consumption structure, consumer psychology and cultural level. The marketing planning of some commercial properties should also consider the development trends of population distribution, commercial network distribution and the formation of commercial formats in the surrounding areas.

(3) Analysis of market opportunities and problems.

The so-called marketing implementation plan is the grasp of market opportunities and the application of strategies. Therefore, the analysis of market opportunities has become the key to marketing planning. As long as the market opportunities are determined, the planning is half the battle.

1. Analyze the current marketing situation of the project. The specific problems existing in general marketing are manifested in many aspects: the developer's popularity is not high, the project location is not good, and the poor image affects product sales.

The overall planning of the project is not good, the function is not complete, and it is left out by customers;

The project packaging is too poor to arouse the interest of the target customer group;

Improper positioning of real estate prices;

Lack of scientific positioning of target customer groups makes the sales channels not smooth;

Poor promotion methods, customers do not understand the real estate;

Advertising investment is too small to start the market;

The service quality of sales staff is not high and customers are not satisfied;

The after-sales service is not in place, and the worries of customers after buying a house may be marketing problems.

2. Analyze the advantages and disadvantages according to the characteristics of the project. Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the hot spots of each target market or target customer group, segment the market, try to meet different consumption needs, seize the main target customer group as the marketing focus, find out the gap with competitors, and make good use of market opportunities.

(D) Marketing objectives

The marketing goal is the specific goal that the company will achieve on the basis of the above objectives and tasks, that is, in the process of implementing the marketing planning scheme, it will achieve the economic benefit goal: the total sales rate is%, and the expected sales date is XX days.

(E) Marketing strategy

1, marketing purpose

In the case of enterprise planning, general developers will pay attention to the following aspects:

Expand the market smoothly with a strong advertising offensive, correctly position products, highlight product characteristics, and adopt differentiated marketing strategies.

Pay attention to the main target customers of real estate.

Establish smooth sales channels and continuously expand sales areas.

2. Competitive strategy

Through the analysis of the opportunities and problems in the real estate market, this paper puts forward reasonable promotion strategies and suggestions to form an effective 4P combination and achieve the best results.

1) project positioning: the key to product market positioning is to find the vacancy in customers' minds and let the real estate quickly start the market.

2) Functional positioning: Functional positioning involves positioning the superiority of product quality over inferiority. Generally speaking, fully functional houses are very popular with buyers and have great market competitiveness and vitality. The scientific functional orientation of real estate provides a strong guarantee for entering the market.

3) Real estate brand: To form a certain popularity and reputation, and establish a well-known brand in the eyes of the majority of home buyers, we must have a strong sense of creation.

4) Packaging of real estate: As an immovable special commodity, the packaging of real estate is as important as other products sold in the market. As the first impression of real estate to the target customers, it needs a packaging strategy that can cater to the quality satisfaction of home buyers.

5) Price strategy: Several general principles are emphasized here;

The marketing environment at that time;

The quality and sales situation of surrounding buildings;

The objective conditions of the building itself;

Sales strategy and sales schedule;

The cost and marketing objectives of the developer;

On the basis of cost, the sales price of real estate will be more competitive with reference to the prices of similar real estate competing in the same region. If developers take the price of real estate as a sales advantage, they should pay more attention to the formulation of price strategy.

3. Sales channels. What is the current sales channel status of the project? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales enthusiasm of sales agents or formulate appropriate incentive policies.

4. Advertising plan.

(1), principle

Obey the company's overall marketing strategy, establish the real estate image, and at the same time shape the corporate brand image.

Emphasize the personalization of the brand image of the project, demand the unity of advertising style in advertising appeal, and launch consistent advertisements at a certain promotion stage.

While emphasizing the diversification of advertising media, we should pay attention to the ways with good publicity effect.

Cooperate with regular and irregular promotion activities, seize the appropriate opportunity, and carry out it in a timely and flexible manner.

(2), advertising objectives

Establish and establish the project brand image.

Clearly put forward the effect of packaging project.

Effectively promote real estate sales.

(3) advertising methods

Omni-directional, three-dimensional, multi-directional, multi-angle, dense and sparse combination of forced infiltration.

(4) Advertising style

From beginning to end, the language and logo of real estate promotion will run through the process of real estate sales promotion;

Pay attention to the advantages of the project;

Pay attention to the accumulation of developers and real estate brands, highlighting the rich cultural heritage;

Emphasize that the advertising style should be plain, natural and emotional, supplemented by others.

(5) Integration of selling points

The project is suitable for the concept of hype.

The functions and technical indicators of the property include comprehensive selling points such as geographical location, traffic conditions, educational environment, business atmosphere and intelligent property management.

(6) The implementation steps can be carried out in the following ways:

Product image advertising is put in the early stage of the planning period.

Advertising for each sales cycle. Such as sales preparation period, internal subscription period, public offering period and consolidation period (occupation period).

Put promotional advertisements before holidays and major events.

Seize the opportunity to conduct public relations activities and reach out to consumers.

Actively use the news media, be good at creating and using news time, and improve the visibility of real estate.

5. Specific action plan

According to the characteristics of each time period in the planning period, various specific action plans are put forward. The action plan should be meticulous and thorough, with strong motivation and flexibility. We should also consider the cost, do what we can, and try our best to achieve good results at the lowest cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.

Sixth, planning the cost budget.

This part records the cost input in the process of promoting the overall marketing plan, including total cost, stage cost and project cost. Its principle is to get the best effect with less investment. The cost budget method is not discussed in detail here, and enterprises can analyze and formulate it based on experience.

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