Dialysis of real estate positioning disease

Dialysis of real estate positioning disease

The real estate market has a large plate, a large industry and a large scale, which brings countless wounded wards, cement waste, uncompleted residential flats and regional markets, and various diseases. Among many real estate diseases, the most common one that can affect the profit and loss of the project is "real estate positioning disease"

Because real estate is a commodity with large investment and long cycle, it is also real estate, so whether its "positioning" is accurate or not is a matter of life and death. Accurate positioning, real estate projects may win; If the location fails, the room will live by itself. It can be said that 70% of real estate mistakes are related to this. Moreover, real estate positioning is not a simple division of houses, offices and villas. With the improvement of people's economic level and the pursuit of quality of life, people's demand for housing is growing, and the degree of differentiation is becoming increasingly obvious, so the real estate market needs to be effectively subdivided. Doing real estate is not only selling houses, but also leaving some beautiful signs for this global village, which is both industry and art. It is still selling a way of life, selling an intangible asset, sharing a culture and fulfilling consumers' dreams. "Pastoral elegance" is the dream of hermits, and "Urban Hua Ting" is the dream of avant-garde. Therefore, the key to real estate positioning is to grasp the interests that consumers care about. Do consumers want convenient transportation, ecological environment or wireless city? Only by knowing this clearly can we suit the remedy to the case and develop a marketable house, which is also a selling point. Identify the selling points, and then price, marketing, advertising, collection, etc. It can be well-known and standardized ... so how to correctly find this "selling point" and avoid and prevent various diseases caused by the deviation of "selling point"?

In hot summer, we often drink Robust pure water to quench our thirst, but we don't know that this water has been purified by 27 layers. Similarly, we take international system integration method and system parameter method as analysis models, and think that finding the "anchor point" of real estate projects also needs 27 layers of filtering. These 27 floors are:

Policy factors Real estate has always been a measuring tool of political situation and national policies, and international relations will respond to policy fluctuations and political turmoil here.

Total factor of national economy Real estate is a barometer of national economy. During the Great Depression, real estate in European and American capitalist countries nearly collapsed, and Hong Kong's economic recovery also developed rapidly after World War II. In the general economic prosperity and inflation, real estate tends to rise sharply, and the real estate market is more of a rule of selling when it is expensive or selling up without buying down.

Market supply and demand factors As a special commodity, real estate has its own supply and demand laws and market equilibrium points. We can't violate this law, but we can use it, for example, to find out the blank spots in the market and cut in. On the contrary, even if the best house is built, no one cares.

Consumer groups are misplaced. No matter whether the house is good or not, the key is to determine which kind of consumers will buy it and what kind of needs such consumers have. Now the market needs to be further subdivided, and you can't let consumers at different levels get close to you. For example, luxury housing is designed for high-income groups, which requires noble and elegant architectural appearance, distinctive features, complete supporting facilities and suitable geographical location in the city center. In order to show the noble status of property buyers, the apartment should be spacious. Mid-range commercial housing is aimed at consumers with higher income level or more savings. Most of these consumers are white-collar workers, so they pay attention to the taste of the house, which is mainly reflected in the interior decoration and furniture placement. Therefore, the requirements for the appearance of the building are not high, and the room type and unit area need to be determined according to the population of their respective homes. The geographical location can be urban or suburban, just because there is a good environment. The urban area is convenient, and there is no harm in having a car in the suburbs, but neighbors should seek people with higher quality. Affordable housing is a house built for ordinary working class. Because the price is low and the profit is thin, it is of great help to expand the popularity of developers. These consumers generally pay more attention to housing prices, and do not have high requirements for the appearance of buildings, but each set has a small use area and is located on the edge of urban areas or suburbs with more bus lines.

The importance of dislocation is self-evident. Sometimes the north-south direction of the same street is only a few meters away, and the house prices are also very different. Of course, lots are not just locations, but also more important lots, locations, business districts, communities and so on. Once the "location" is misplaced, the house price will be greatly reduced.

Perhaps in addition to the stock market, the timing dislocation is the most important thing in the property market. How to enter, start, create, choose, lay out, exit, end, and when to buy, invest and sell, there is a "best time" positioning problem. The fighter plane is fleeting, and there is no such shop after this village.

Environmental location is very important. With lots, if there is a good environment, it will be icing on the cake. The environment includes traffic environment, ecological environment, commercial shopping, medical care, landscape, prosperity, wind direction, Long Mai, geographical context and context. , as well as the regional environment and the general layout of the building.

The functional orientation of real estate is not equal to land and tiles, and function may be the first interest of buyers. According to different functions, real estate can be divided into commercial housing, residential housing, industrial housing and so on. The development requirements of commercial buildings and industrial buildings are also obviously different. In addition, "functional orientation" can be further subdivided, such as central business district, senior villa district, cultural residential district and foreign-related apartment district. Different functional communities have obviously different requirements for residential design, construction and management. For example, the central business district has very high requirements on the location, construction, decoration and property management of houses, while the cultural residential area highlights the rendering and dissemination of cultural atmosphere. Huilongguan is located on the edge of Jing-Chang Expressway, belonging to urban areas and counties. However, relying on education, the developer developed Huilongguan Higher Education Community, which not only attracted people from the city to the suburbs, but also set an example for the whole country and became a key demonstration community. This is the wonderful use of functional positioning.

Household positioning Any product can be divided into core layer, compact layer, peripheral layer and invisible radiation layer. The most important thing for consumers to buy a house is to buy the core layer-apartment type and area. Although the current commercial housing has already bid farewell to the "matchbox" era, whether it is a big bay or a small bay, a long and narrow bay or a butterfly, how many wind and lighting openings, how many Roman column gypsum doors, whether it is equipped with a family dance floor and bar, whether it has the color of network home ... These must be planned in the chest and designed on paper before construction.

Material positioning obviously needs to choose different materials for different functions, styles and huxing. Large storage malls may need large steel frame structures to save time and materials; European luxury houses may need to be "made in Germany" unless tap water cannot be imported; An artist may only need to build a strange wooden hut in a corner, which is both economical and beautiful. Accurate material positioning, developers can greatly save costs and customers are satisfied, which is really a win-win situation.

The theme concept locates the current residential area, garden and real estate. If you want to make it a "district flower", "garden flower" and "cauliflower", it is necessary to have a theme concept. Some people call the "theme concept" the "soul" and "core" of real estate. Zhongguancun's electronic high-tech housing prices soared, and the Asian Games Village's sports concept was so expensive. The international trade circle is known as "Oriental Manhattan", which makes the property price top in Beijing. The theme concept can't be cloned at will, and it must conform to the specific environment and suit local conditions. Once there is a dislocation, it may be "thousands of miles away."

Characteristic Positioning The characteristic positioning of real estate is based on the culture, living environment, architectural style and cultural concept of real estate enterprises, which will intensively cultivate and integrate one of the most attractive points into a "complaint point" to attract corresponding targets. Unfortunately, the "concept" of real estate is flying all over the sky, and there are not many real "features".

One of the main levers that science and technology position the growth of foreign real estate is "high technology", while the main factors that drive domestic real estate are policy factors and financial leverage, and high-tech factors account for less than 10%. However, with the advent of knowledge economy and Internet era, and with the continuous application of new materials and technologies, the scientific and technological content of real estate will definitely improve.

Culture-oriented people can't live and eat high-tech all day, and high-tech needs diversified cultural support to be transformed into productive forces. Therefore, the theme, characteristics, technology and style of real estate ... only develop around the cultural orientation of "people-oriented" and "humanization" is meaningful.

Ecological orientation For people who are immersed in urban material desires all day, returning to nature is their most eager desire, so green space, forest, sunshine, water and air have become important selling points of many real estates. This is also the reason why Wuyi Garden and Lijiang Garden became popular.

In addition, there are 27 links and 27 floors, including profit target positioning, social factor positioning, innovation positioning, supporting facilities positioning, management service positioning, price positioning, financing positioning, image positioning, future tense positioning (cultivating new demand), marketing model positioning, advertising planning positioning and brand positioning.

Of course, not every one of these 27 parameters and 27 procedures should have outstanding selling points, but after fully considering these 27 parameters, it is easy to find the dominant parameters that determine the profitability of the project, which is the essence of real estate project positioning. Even the 27 th floor purification and 27 th floor positioning are not complete. Because the market and environment are constantly changing, the original positioning may not be 100% correct, so it is still necessary to reposition the original positioning in the form of feedback contingency, and it is possible to approach the target after several rounds of spiral cycles.

The reason why we should emphasize planning and positioning in advance is determined by the special "commodity" nature of real estate. A residential area, a real estate, not only has a large investment and a long construction period, but the key is that it may affect the lifestyle of thousands of people. It will remain on the surface of the earth as a punctuation mark for decades or even hundreds of years, so we should "plan first and then build" and "attack its army and build its city below"