Customer orientation: how to analyze the target customer base?

The planning of real estate projects mainly focuses on project positioning. In the process of project positioning decision-making, market positioning, function positioning and identity positioning have formed a perfect positioning system. Considering the needs of competition and avoiding disadvantages, a differentiated positioning system will often be formed.

In this differentiated positioning system, market positioning is undoubtedly the most important, which includes regional positioning, customer orientation, apartment positioning, property management positioning and so on. Market positioning determines the positioning of the target customer base. At this time, in-depth analysis of the target customer base is to make the project promotion more accurate and effective. The analysis results here will determine the whole public relations plan, including the choice and combination of media, publicity theme, intensity, appeal mode and other auxiliary means. At the same time, the price positioning and payment methods also depend on the economic background of the target customers. The background analysis of the target customer group includes two aspects, namely, economic background and cultural background.

Economic background refers to the economic strength and industry characteristics of the target customers. If it is a company, we should know their strength, scale and management mode. How much rent they can afford, usually whether to buy or rent a property, how much area they need, and what requirements they have for project image, decoration and property management; What industry they belong to, what industry they depend on, how much they care about their identity, and how much they care about their peers or other industries.

For example, small and medium-sized trading companies generally don't buy properties because they need a lot of liquidity and their organizations are relatively streamlined. Therefore, small-area office buildings are more popular with them. In addition, low-cost business services will be very popular because of the small number of personnel, large business volume and many customers. If it is a big consortium, they will often buy the whole floor of the property for the sake of identity, but at the same time they are very picky about the image grade and other supporting facilities of the property, and they are often not only concerned about the price, but sometimes they are even unwilling to let go of the naming rights of the building.

If the target customer is a family, then it is necessary to know the income and consumption levels of these families, their concern about identity, and which side their property requirements are biased. For example, for the working class, one-time payment is obviously more than enough for them. Even if there is a bank mortgage, the down payment and mortgage interest rate are also a great burden. At the same time, their requirements for property can only be biased towards safety and practicality, without thinking too much; On the other hand, wealthy families are different. Practicality alone can't meet their needs. They want to fully enjoy life, so they become picky about the image grade, design, decoration and property management of the property, because this will affect their status. "I live in such and such a place," the listener said enviously. "This is a noble residential area. It's amazing!" So the speaker was flattered, and he would say to everyone, "My suite is expensive, but it is still very cost-effective."

In today's mainstream of individual housing purchase, the research on ordinary residential housing purchase groups is actually based on families. Real estate developers should carefully study the target customer groups, in addition to analyzing the economic background and demand tendency of customers, but also carefully analyze the purchase behavior of target customers. In a family, whether the decision to buy a house is made by the man or the woman, and what kind of house belongs to … must arouse the full attention of developers.

The reason to analyze the cultural background of the target customers is because people's status is different, and their cultural level is also different, or conversely, because different cultural levels determine people's status. Anyway, different cultural levels determine people's different behavior habits and different understandings of things, which is very important for real estate promotion, so it is necessary to understand and analyze.

Need to know the contents mainly include:

What kind of cultural atmosphere do they have more sense of identity with?

Where are their regular consumption places and casinos?

Are they used to perceptual thinking or rational thinking?

Television, comprehensive newspapers and magazines are called mass media because they meet the tastes of most people, so mass media has become the main place for real estate promotion advertisements, but big bosses don't have much time to read them. They prefer to read professional newspapers and magazines because they belong to the work category. If your property is sold to them, advertising in the mass media is a waste. At present, the advertising price of well-known mass media in the domestic market is not cheap.

The target customers of office buildings and shops are shrewd businessmen, accustomed to rational thinking and good at calculation. Therefore, it is unrealistic to try to impress them with atmosphere and golden words when promoting. It is better to sit down and settle accounts with them, especially for big companies, whose decisions are made by the board of directors. They don't need any exaggerated advertising words, just real and detailed data.

Ordinary people are not as calm as businessmen, so their psychological endurance when buying a house is much weaker, and any small mistake is enough to make them back down.

Everyone has taboos, such as big companies, small companies and ordinary people. Knowing the taboos of target customers can avoid unnecessary mistakes.

..... Therefore, in the real estate project positioning system, careful, earnest and accurate analysis of target customer groups will be an important part for real estate developers to achieve good sales promotion performance.