How to do the real estate marketing planning scheme?

Give you a homework guide for our own use.

Guide to standardized process of marketing plan operation

◎ Sales cycle division and strategy

Preparation period: from project establishment to project pre-sale.

★ The image of the project entering the market is introduced, and the awareness is from scratch.

Publicity strategy: focus on promoting the image of the project, including project overview, site selection and positioning development; The media publicizes the whole market with TV, outdoor, site enclosure, sales offices and other media, supplemented by loushu and sales leaflets.

It is necessary to provide a marketing plan review form and a design task communication form (see pre-sales management process and operation guide).

The sales office is open.

Customer storage period: before the project is registered by market customers' inquiry, it is generally the starting node for obtaining the pre-sale certificate.

Publicity strategy: summarize the overall selling points of the project, open the model room and introduce the first phase products. During this period, the overall selling point of the project is still the main publicity, receiving customers and sales orders through direct investment and sales offices.

Sales strategy: focus on customer storage, make statistics on the demand of visiting customers, and on the basis of previous market research, specifically understand the product demand of customers, the entry cycle of competitors and product characteristics of this project. Provide decision-making basis for the next stage of product launch and pricing.

It is necessary to complete the pricing and sales control of products entering the market in the first stage according to the price approval process; The statement that the sales team receives customers should be based on the project sales control table and sales manual. At the regular meeting, the sales manager organizes the real estate consultant to analyze the situation recorded in the customer visit registration and report the results. Make sales control table and price list before opening.

Customers who book a house need to pay part of the deposit or deposit, sign the subscription agreement and register customer information. The subscription agreement should include housing information, attached property, deposit, rights and responsibilities of both parties after successful housing selection, etc.

Opening: Public offering of houses and signing of contracts.

Opening is not a necessary sales stage, its purpose is promotion and project promotion. If the regular sales have solved most of the sales targets, the opening is only a form, and the signing of contracts, the collection of house payment and other contents can be completed in daily sales.

Contents of opening work: customer's house selection and accessories, contract signing and payment (payment time can also be arranged separately), and on-site publicity and promotion activities.

Opening is the implementation of the sales plan and one of the means of the sales node itself. It contains no strategy, but focuses on the implementation process.

Continuous sales period: including the sales peak period to the regular sales stage.

Natural sales of existing homes under the circumstances of pre-marketing and customer accumulation.

Publicity strategy: continue the original publicity, pay attention to the overall advantages, planning, landscape and other contents that need continuous publicity because the product is under construction and has not yet seen the whole picture; At the same time, the specific products sold by the project are directly delivered, such as apartment type, supporting facilities and promotion strategy. The above two appear alternately or together.

Sales strategy: for the existing product portfolio, recommend it to customers according to the sales target. In the case of fewer saleable houses and limited product portfolio, it is necessary to increase sales rhetoric and targeted promotion. At the same time, we should constantly accumulate new customers, pay attention to the maintenance of customer relations, and pay attention to the connection between the existing promotion strategy and the next product entry strategy to avoid conflicts.

Sales price formulation and preferential price promotion should be based on the price approval process, and the approval form should be filled in correctly for approval and filing.

The sales manager summarizes the market opportunities and obstacles of sales in real time through the regular meeting system to help the property consultants solve the problems. Daily management of accumulated customers, real-time statistical feedback to potential customers, prospective customers and old customers at different stages such as house inspection, reservation, signing, payment, mortgage handling and house purchase.

Later stage: the sales of the project is about 90%.

Sales strategy: make full use of the existing popularity of the project and customer relationship marketing, analyze the remaining houses and formulate targeted promotion policies. Control the sales and publicity budget, and evaluate the overall marketing objectives and budget of the project. Withdraw other sales staff except necessary positions. According to the sales process management process, hand over the remaining sales tasks to the property management company and allocate a customer service specialist.

Price promotion shall be carried out in accordance with the operating instructions in the price approval process.

◎ Sales control objectives and pricing

Sales control and sales target decomposition

Sales control and pricing strategy

★ Sales control execution

Sales control function: through the sales control of project houses and accessories, the best effect of sales rate, price and product combination can be achieved, and the market and customers can be won.

Goal:

1. According to the difference of apartment type, area, location and unit price, the optimal combination of existing houses is also introduced.

2. High-quality houses will enter the market in stages, which will promote the customer attention of all houses and be conducive to price adjustment.

The sales control form should be submitted for approval at the same time as the sales plan. When the housing is launched in stages, the same approval process should be adopted for the change of sales control or the sales control of special housing.

Project positioning basis

Weight score of element content

The stage of regional macroeconomic development is directly related to the housing needs of residents. Assess the regional economy and per capita disposable income, and understand that the market is in the initial stage, with a slow development and expansion period. The project does not exceed 30% of the local environment.

Project objectives affect the positioning of the project in the project sales objectives and image objectives. Positioning needs to be linked with sales speed and profit indicators. For high-end market, low-end market and other market segments. Thirty percent

There are regional differences and group differences in customer demand preferences of potential customers. Positioning should be aimed at the expectations of customer groups and guide this expectation to be implemented as a specific image 10%

The product portfolio of the project itself shapes and distinguishes the customer base. Different products in the project can have different positioning, but at least one product needs to be the main representative of the project, so the main project positioning publicity is carried out around the representative products. 20%

Distinguishing the competitive environment from competitors, or following up with help, is to strengthen the image of the project and meet the feelings of the customer base. 10%

The project is positioned as a qualitative indicator, not a quantitative indicator such as price, and there is no combination weight calculation method. The weight sub-indicators here only provide an importance reference.

◎ Summary of publicity copy design

★ For design drafts and copywriting manuscripts, the design task book should be used to specify the changes, confirm the contents and discuss the results, and it needs the signature of the project leader and the design task leader of the advertising supplier. Specific publicity and packaging tasks, such as advertising production, installation, release, activity arrangement, etc. The task communication letter shall be used and signed by the responsible persons of the above two parties for confirmation.

Copywriting:

1. Confirmation of main advertising language: The brand management center communicates with the advertising provider and puts forward some advertising language choices, taking project positioning as the starting point. It is confirmed by the communication between the center and the project company.

2. Promotion of other advertising languages and soft texts: The project marketing team puts forward opinions of various advertising languages for comprehensive promotion through selling point refining and customer acceptance analysis, and the advertising supplier provides the copy draft, which is reviewed, revised and filed.

3. After the copy is finalized, all sales personnel should be trained, familiar with the publicity content, unified statement, and explain the advertising language. Every sales policy training should be consistent with the propaganda content.

Draft design:

1. The following factors should be considered in the content review of the design draft: whether the performance content is consistent with the positioning of the project subject, whether the delivery content such as basic aesthetic feeling and outstanding content is clear and detailed, and whether the form or size is conducive to publication, delivery or customer acceptance. Series design drafts should be unified in the first draft and discussed in a unified way, so as to ensure that the signed contents are consistent in cohesion, unified in style or clear in pertinence.

2. All draft designs shall be accompanied by printed drafts and samples for filing.

Advertising production and release:

1. Both manufacturers and publishers are qualified suppliers to complete this task. Before release, the person in charge of project marketing shall review the qualifications of suppliers.

2. For each task communication letter, such as advertising printing production, consider that the unit cost of advertising production is affected by factors such as raw material prices, so as to check the fluctuation of production cost in each period in time.

3. The release and setting of advertisements should be approved by declare in advance, the industrial and commercial, urban management and government department where the project is located, which may have jurisdiction, usually 15~30 days in advance. Sign an agreement with the owner of the advertising space. Advertisers who are responsible for the examination and approval procedures shall promptly follow up and urge them to understand the progress of various examination and approval procedures and keep files.