Model essay on real estate appraisal business plan

(II) Work content of warm-up preparation period

The work of this case in the warm-up preparation period is mainly reflected in the shaping of the CI image of the project. Establishing a good first visual recognition effect is an important cornerstone for each project to take the lead and occupy the forefront of the market. At this stage, there are a lot of pre-sales preparations for the project, including the collation and unification of various sales props, sales materials and sales data. At the same time, another key task at this stage is the training of sales personnel. As the saying goes, "Training troops for a thousand days can be used for a while." Through planned and purposeful project knowledge and sales training, every salesperson in this case can "come at once, come and fight, and win the battle."

work content and schedule of preheating preparation period

15 16 17 18 19 2 21 22 23 24 25 26 27 28 29 3 31

light box production

shop sign production

background wall design production

exhibition board background pattern production

project introduction draft production

project area bitmap draft production

DM single design and production

Telephone audit

Sales materials and documents are ready

Sales department layout

Sales staff stationed

Sales staff training

Marketing staff training

Subscription number card design and production

Sample subscription agreement

(3) Sales strategy and promotion strategy during subscription period. My suggestion is that the price positioning of this case should not be made public too early. If the price of this area is lower than the price positioning initially envisaged in this case, if the price of this case is announced and sold earlier, it will easily cause consumers to confuse this project with the competitive projects in the same region without seeing any buildings and landscape effects of the project, which will lead to the formation of differentiated advantages, thus making consumers lose their confidence and determination to buy the project.

at the beginning of the project and without any landscape, from the actual operation effect, I think that in the early stage of subscription, we should focus on the market's acceptance of the initial price of the project. Take a thorough working idea, and only inform consumers of the future planning and construction, apartment structure, landscape design and approximate price of the project in the process of introduction. The sales department and its developers and builders should attach great importance to this point, strictly keep the project confidential, pay attention to the wording of external publicity, and unify their caliber. Strictly abide by: no commitment will be made to the places where the project is not clear; Do not exaggerate the facts in cases that are inconsistent with this case.

1. Precautions during the subscription period

1) Visiting and calling customers in the subscription stage must be strictly registered in detail;

2) The problems exposed in the field sales every day and the suggestions put forward by customers should be summarized and written every day and reported to the competent department regularly;

3) irregularly hold multi-directional contact and communication between business, sales and planning departments. Carefully analyze the statistics of various sales indicators, conduct market research in time, grasp the key points, implement tasks according to people and set quantitative targets;

4) The project supervisor should always keep good two-way communication with developers and builders, reflect problems and make suggestions;

5) The project manager should effectively supervise and manage the publicity effectiveness of the marketing staff.

2. Purpose of the subscription period

The subscription period is an indispensable part before the formal subscription and sales of the project. At this stage, the core of all work of both the sales department and the planning department should focus on the transmission of the project concept and the feedback, analysis and summary of consumers' opinions or suggestions on the project, so as to let the market know about the case as much as possible and collect as much feedback information as possible. This is the most favorable period to verify the project positioning and set the sales price. Therefore, during the subscription period, we only do three things: 1) convey the project concept;

2) collecting information;

3) guide consumers into formal subscription.

3. Subscription period

November 1, 24-November 3, 24

4. Arrangement of sales venue

Fenglin Villa Sales Center

5. Implementation measures of subscription period

1) In principle, during the subscription period, no orders will be made in any form, and a large number of sales methods will be carried out appropriately.

2) All customers who are interested in subscribing will pay an allocation fee of RMB 5, and get a corresponding allocation card;

3) The sales department, developers and builders should maintain a high degree of unity in the promotion policy of the subscription period. As it is impossible for this case to make any commitment to customers in terms of price, area, apartment type and location during the subscription period, in order to fully mobilize customers' purchase demand, all customers who queue up during the subscription period can convert the queuing fee of RMB 5, into the subscription fee of RMB 8, at the time of formal subscription;

4) if all the customers who are queuing up fail to choose the apartment and location they are satisfied with at the time of formal subscription, they can fully refund the queuing fee of RMB 5,.

5) For customers who have a particularly strong purchase intention during the subscription period and actively request to sign the subscription agreement or pay the house price, the profit margin shall be asked to be given preferential treatment by the company according to the actual situation, and no employee of the company shall be allowed to make decisions without authorization;

6) during the subscription period, the total number of numbers is set to 1. The number of sets of all developers' payment for the project will be exhausted from the 1st, and the remaining starting number plate will be used as the basis for the project's external numbering and preferential benefit. In the process of external numbering, sales control is made every three number plates until the number is 6, and then return to the number 3 to continue numbering and fill the previous empty number; The blank number between the starting number plate and the 3th number after the payment for the project shall be filled by fake customers.

7) During the subscription period, because a lot of work is done to analyze the degree of consumers' recognition of the project, it is also the sampling period of technical parameters when the project enters the formal subscription period, and the market changes greatly during the subscription period. If the subscription situation is hot (8% of the total), we can start the formal subscription in advance; If the subscription situation is average (6% of the total amount), we can start formal subscription according to the established policy; If the subscription situation is not good (below 6% of the total), we will postpone the official subscription date.

8) The determination of the price and the concession range are also made according to the advantages and disadvantages of the subscription;

9) The execution price of the project during the subscription period is about RMB 1,28/㎡.

(4) Sales strategy and promotion strategy of formal subscription

The crucial stage of any project sales is formal subscription. Whether a project can be sold well in the whole process only depends on whether it can be sold well in the formal subscription stage. When the project enters the formal subscription stage, it should be a period of great success. As the saying goes, "A good beginning is half the battle". Whether we can win a brilliant victory in the first battle of the whole project sales will have a great impact on the future sales of this case, and all the work carried out in the early subscription is really to reflect the value at this stage. Therefore, at this stage, we should spare no effort to match the project resources effectively, increase the promotion of the project, and formulate a promotion plan that can really benefit consumers.

1. Purpose of the formal subscription stage

After summarizing the customer's needs and suggestions during the subscription period and reaching the subscription target during the subscription period, the market at this time should be somewhat weak, and the whole subscription progress will gradually slow down due to the increase in the number of subscriptions. What we should do at this time is to inject the maximum dose of stimulants into the weak subscription, and concentrate all the advantages of the project at this stage to form a sea and land with strong advertising coverage and promotion programs.

In the formal subscription stage, it's like the race in "Tian Ji Horse Racing" in which one's best foal is used against the opponent's worst foal. If we want to win this race beautifully, there are only three things to do: the first is to integrate advantages, the second is to integrate advantages, and the third is to integrate advantages. Only by constantly refining the advantages from the advantages and integrating the advantages from the resources can we break through the psychological defense of consumers with absolute advantages and obtain the maximum benefits of project sales.

2. Time of formal subscription stage

December 1, 24-December 18, 24

3. Precautions for formal subscription

1) When the project enters this stage, it will be the first contact with the market and consumers in publicity and promotion, and it is at this stage that the first impression of this case can be formed among all consumers. Therefore, publicity and promotion are very important. We must not be vague in publicity and promotion at this stage, and we must not lose too much for the sake of saving a little advertising expenses.

2) At this stage, due to a large number of advertisements, the attention of the project in the market will be higher and higher, and the number of customers' visits and incoming electricity will be dozens of times higher than usual, which requires all the staff of the project team to maintain a high degree of full work spirit, respond to all kinds of unexpected events at any time, and have the spirit of work sacrifice;

3) Before the formal subscription stage, it is not excluded that there are developers, builders or customers who voluntarily request to buy. Because the prices purchased by such customers are generally low and do not conform to the implementation methods of the project during the subscription period, the sales control of the units purchased by such customers should be done well before the formal subscription stage, and all the units should be declared as housing for the project payment in external publicity, so as to ensure the fairness of the implementation of the lump sum subscription in the eyes of other consumers.

4. Implementation method of formal subscription

◆ Implementation process of formal subscription advertisement

1) Two print advertisements were conducted by using newspaper print advertisements ten days before the formal subscription date. The first phase takes the project concept as the theme, and the second phase takes subscription promotion as the theme, with an interval of 7 days;

2) In cooperation with print advertisements, two issues of newspapers and periodicals were used in the previous week to strengthen the popularity of promotion, with an interval of two days;

3) the control of marketing personnel, a large number of one-to-one marketing, to avoid blind marketing. Good image is required.

4) On the day when the formal subscription begins, DM bills will be distributed in various busy sections by using marketing, and at the same time, the relevant information of subscription promotion activities will be sent to all mobile phone users in the whole three districts through telecom mobile phone short messages.

◆ Formal subscription of the site layout of the house sales department

1) In the site layout of the house sales department, whether the banner is hung or the colorful flag is arranged, it must be carried out around the word "atmosphere" to set off the hot-selling atmosphere of the project as far as possible. On the other hand, it is to set off the popularity, especially the fake customers should communicate and inquire with the real subscription customers around them from the psychological standpoint of their urgent needs.

2) During the subscription, because there are many customers and the subscription agreement has to be signed, the customers with lower numbers have to wait for a long time, and the developer must provide 3 chairs outside the sales department;

3) 6 potted flower bonsai are placed along the road connecting the house sales department;

4) Subscription zones are mainly divided into peripheral zones and internal zones. There are two property consultants, two security guards and two on-site maintenance personnel in the peripheral area, which are mainly responsible for customer consultation, security, numbering order and external atmosphere control in the periphery of the on-site sales department; There are three property consultants, two financial personnel and one motorist in the internal area. The property consultants are responsible for explaining the specific subscription matters and signing the subscription agreement. The financial personnel are responsible for collecting the subscription money of the customers who signed the subscription agreement, and the motorist is responsible for the implementation of real-time sales control and the real-time sales quotation transmission of the consultants at the peripheral reception desk.

◆ Formal subscription promotion strategy

1) From December 8, 24, all the subscription money will be RMB 2,/set, and the subscription agreement will be signed, and all the subscription money must be paid within three days. If the subscription money is not paid within the time limit, it will be treated as a breach of contract, and the subscription money will not be refunded, and the developer has the right to deal with the selected unit;

2) the first song of promotion: all customers who pay the numbering fee of RMB 5, during the subscription period will be converted into the subscription fee of RMB 8, on the subscription day;

3) promotion two-part: customers who subscribe immediately will enjoy an additional subscription discount of RMB 2,, which will be converted into a subscription fee of RMB 1,;

4) promotional trilogy: No.1 to No.1, with a discount of 98 yuan per square meter;

No.11 to No.2, with a discount of 88 yuan per square meter;

No.21 to No.3, with a discount of 78 yuan per square meter;

No.31 to No.4, with a discount of 68 yuan per square meter;

................

And so on, every 1 people, every square meter to reduce the discount of 1 yuan;

5) Promotion Tetralogy: Enjoy a 99% discount on mortgage loans;

enjoy a 98% discount on installment payment;

enjoy a 97% discount for one-time payment.

6) Five-part promotion: friends and relatives buy a house together, and then enjoy a 99-fold discount.

according to the highest discount of 98 yuan/square meter, the total number of cards we can send will reach 98, including the number plate of the project payment. After removing this part, the biggest discount of the card number we actually send is in 88 yuan/square meter.

during the ten-day subscription period from December 8, 24 to December 18, 24, all customers who make a temporary reservation on the spot can enjoy all the preferential contents of the formal subscription, and the preferential range depends on the specific situation.

after December 18, 24, the project officially subscribed and entered the warm-up period of strong sales.

(5) sales strategy and promotion strategy

in the subscription stage, the three-dimensional "landing battle" of advertising and promotion offensive is used to make the project have a certain heat in the market, which has made a good market preparation for the project's strong marketing period. However, the sales task during the strong marketing period is arduous, and the amount of tasks exceeding 5% of the total sales will be digested in this stage, but we can't be as large as when subscribing at this stage. In advertising, we should seek the most appropriate marketing opportunities and blind spots according to local conditions, and launch projects in a timely manner in conjunction with traditional folk customs and festivals in China.

after the subscription stage, the sales price and promotion strategy of the project will be adjusted accordingly, and the price formulation will be further refined to the location, floor and structure; The promotion principle should be kept within the scope of three percentage points increase or three percentage points decrease of the average subscription price (mainly depending on the actual situation of the market in the subscription stage).

besides the consolidation and development of the external market, it is more important to strengthen the project itself during the strong sales period. For example, the project progress must be successfully completed in strict accordance with the terms agreed in the subscription agreement. At this stage, all the five certificates of the project must be completed, and the bank mortgage loan should be handled as soon as possible with great efforts and firm determination. The Commercial Housing Surveying and Mapping Report must be completed before the project obtains the Commercial Housing Pre-sale Permit, so as to facilitate the project.

1. The strong sales period

December 19, 24-25.