Real estate marketing planning

I. Research and exhibition section

1, project introduction. Its contents include developer, base area, total construction area, residential area, public construction area, plot ratio, greening rate, building density, parking space, bicycle parking area, total number of residential units, geographical location, etc.

2. Regional market analysis. Its contents include geographical location, transportation facilities, case market adjustment, etc.

3.swot analysis On the basis of regional market analysis, it mainly analyzes the strengths, weaknesses, opportunities and threats of this case.

4. Customer source analysis. Including customer level analysis, age level analysis, customer source analysis and so on. By analyzing the target customers, we can locate the products. This part of the content can usually be displayed in a pie chart, which is more intuitive.

5. product positioning. Including product suggestions, price suggestions and payment suggestions. In the product proposal, we must list the reasons for this conclusion and the suggestions for the proportion of rooms, and in the price proposal, we must also list the reasons for pricing and the possible prices with the progress of the project and the sales rate.

Second, the planning part.

Including:

1, the general spirit of advertising.

2. The focus of the appeal.

3. the title of npdraft is preliminary.

4. Media plan.

Third, the business part.

It mainly includes sales stage analysis, business strategy analysis and execution plan analysis. Among them, the analysis of the sales stage is generally divided into three stages (guiding period, strong sales period and duration) to elaborate in detail. Business strategy and execution plan are also divided into three parts: strategy formulation, sales channels and business execution.

After completing the report of the above three parts: investigation and exhibition, planning and business, a proposal report basically came out, but in the end, don't forget that there is another key thing that must be involved in the report, that is, the "cooperation plan" with developers. Marketing companies can generally have three kinds of agents:

(1) pure proxy;

(2) agency (including advertising);

(3) underwriting. These three kinds of agency prices and commission extraction methods are different, which can be listed in the report for developers to choose, and the two sides will further discuss. After the "proposal report" is written, a shiny package needs to be made. This can give developers a striking feeling, let developers feel that the marketing company attaches importance to the proposal report, and also let developers have a full understanding of the strength of the marketing company. Thereby winning the trust of developers.

In short, the main purpose of writing the "Proposal Report" is to successfully obtain the sales agency, so that developers feel that "you are the only one".

Successful real estate planning, the most important thing is not to rely on clever tricks, but to rely on down-to-earth standardized operation; As long as every step of the operation is in place, plus some breakthroughs, the planning will shine and be successful! Planning work should grasp the following key points:

Positioning (market positioning, product positioning, planning and design, etc.). )

Whether your market positioning meets the needs of the market and whether your product positioning meets the needs of target customers is the key to the success of the project. The failed positioning of "Golden × Luxury Garden" is a powerful negative example.

Second, timing (the timing of investment and development)

The decision of investment opportunities is based on the grasp of the real estate market. If you make a wrong decision on the timing of investment and development, then the project you plan is likely to be doomed to failure before it is born. The success of "Exhibition Hall Donghai Phase I" is the result of grasping the opportunity well; The failure of "Juex Mansion and Zhong X Times Square" is an example of untimely birth. The key to grasping the opportunity is that you should know when to invest in what type of real estate, and also know that the income level of real estate investment will be different in different periods. Therefore, it is the first step of planning to do a good job in the preliminary analysis of the project.

Three. Location (geographical location of project development)

The choice of location depends on the investment vision of the developer. The same piece of land has different values for different investors; The land price level of different lots is also different. In site selection, it should be clear that the land price cost is the decisive factor of the total construction cost, and whether or not the land with value for money can be obtained will directly affect the profit level of investment. Therefore, understanding the developer's land price level and analyzing the feasibility of the project is the second step of planning. The plot of "Luohu Commercial City" was acquired by the property group in 1990 at a sky-high price of 420 million yuan. At that time, it was considered as a failed investment project, but now no one seems to doubt its keen investment vision.

When accepting an agent property, developers often ask them to write a "marketing plan". According to the quality of the Proposal Report, the developer decides which marketing company will represent his property. Therefore, the quality of the "proposal report" basically determines the survival fate of the marketing company. A good "marketing plan" can only be completed well if the R&D department, planning department and business department of the marketing company work together. When writing a "marketing plan", developers should first be required to provide case information, the first draft of architectural planning and design or blueprints and other related information. On this basis, the favorable and unfavorable data such as urban planning, population data, traffic construction planning and public construction planning in the region where the case is located are collected. At the same time, it is necessary to collect the market survey data table of the regional market in this case as the schedule of the "marketing plan" and as the information for putting forward "price suggestion" and "product positioning".

Real Estate Marketing Planning (2)

First, the current situation analysis

(1) supplier

1, total amount and stock

Total parking spaces: 67 underground and 24 above ground, totaling ***9 1.

Stock: basement 2, remaining 65, first floor 13, remaining 1 1, a total of 76.

Total stock: According to 60,000 yuan/car parking space, the parking space backlog is about 4.5 million yuan.

Property rights: According to statistics, there are 79 parking spaces in the company's property, and there are 12 parking spaces in private property, and all parking spaces have been issued with property certificates.

2. Historical sales

Sales volume: 65,438+05, accounting for 65,438+06.8% of the total garage sales. The total sales volume on the first floor is nearly 2.4 million, and the average price is about 65,438+065,438+00,000, which is a relatively high price in the same period in history.

3. Rental and sale status quo

Function division: the basement is a public parking space, which is mainly rented to community owners and also parks motorcycles and bicycles; Because most of the parking spaces on the first floor are for sale, they are private parking spaces, which are mainly open to owners who have bought parking spaces and are not rented out.

According to statistics, there are more than 30-40 rental users in the community as a whole, far more than buyers.

Rent: the monthly rent is 2 10 yuan/month, and the rent is zero 10 yuan/night, which is in the middle level.

Analysis: the overall supply of parking spaces in the community is sufficient, the rental price is at a medium level, and the rental is active, which is the main incentive for the owners of the community to lack the value and enthusiasm to buy private parking spaces.

(2) Demand side

1, the size of the community

Total number of households: 1 15, with 3 permanent residents and 345 permanent residents.

2. Have a car owner

According to statistics, there are more than 70 households, except for 15 households who buy garages, there are about 55 households with consumption potential and demand.

3. Occupancy rate

It is observed that the occupancy rate of residential owners is above 95%, and the occupancy rate is relatively high. It is worth noting that the permanent population is mainly elderly people.

Analysis: There are a certain number of potential buyers of parking spaces in the community.

Overall analysis: the parking spaces in the community are in a state of oversupply and low demand, but there is still some potential demand. How to stimulate and use these effective demands to achieve sales targets and form expansion effect is the key to whether the parking spaces in this case can recover funds smoothly. A basic judgment is that the existing parking spaces in the community have certain cash value and space.

Second, the existing problems and difficulties

1, the effective demand is not clear.

Residents in the residential area are mainly elderly people, which leads to the direct problem that potential buyers live in the residential area for very little time. The use of parking spaces is bound to be mainly temporary rental, and the enthusiasm for purchasing parking spaces is naturally not high, which leads to the unclear and weak actual effective demand for parking spaces, which directly affects the fund recovery of the project.

The historical price is too high.

The highest sales price in history reached 6.5438+0.4 million, which was a higher level in the same period in history. The average selling price is 654.38+0.654 38+00,000, which forms psychological price guidance for the purchased customers and restricts the substantial price adjustment in the next stage.

3. There are serious injuries in the parking space.

According to the observation, most parking spaces are concentrated around 1 1.5m2, and there are a certain number of irregular parking spaces, parking spaces with small area and technical problems, and the entrance and exit of parking spaces are in the same place, which has affected the normal use of parking spaces.

4. Lack of effective sales organization.

At present, there is no effective personnel and organizational management in sales, which is set according to the actual needs of sales.

Third, the solution

Economic and social benefits

Two necessary conditions

1, social benefit: ensure that the owner accepts the real sale, and the sales price will not affect the reputation of the developer.

The development of Dongyu Garden is successful, and the developers have a professional and responsible attitude and high-quality products.

It has gained a good reputation among the owners, but according to the current market observation, the price of parking spaces may be greatly adjusted, which will inevitably affect the brand and reputation of developers. Therefore, an important consideration of this sale is how to make the owners accept the reality of re-selling parking spaces and adjusting parking spaces prices without affecting the reputation of developers. This is a consideration of social benefits and a basic requirement.

2. Economic benefit: It is necessary to stimulate the consumption desire of the owners with purchasing potential and purchasing power, realize the actual purchase and achieve the expected goal.

The occupancy rate of residential owners is as high as 95%, but it is observed that most of the residents are elderly and idle people, and the actual living time of young and middle-aged groups with purchasing power is not much. At the same time, car owners mainly rent by the hour, and they still don't agree with the existing low rental price, so the marketing environment is not ideal. Therefore, how to stimulate the purchase demand of owners with purchasing potential and purchasing power and form actual purchase is a basic index to consider this operation.

The solution of this parking space sales is to achieve both social and economic benefits.

Fourth, marketing ideas.

1, Idea 1: Direct selling

Basic idea: On the basis of previous investigation, the sales specialist or property management personnel (distribution training) will visit the intended customers directly to reach the sales method.

Salesperson: sales specialist or property manager.

Sales tools: parking space plane information, price list identification, etc.

Sales attention: speech preparation, accurate sales, prospective owner survey, introduction of related households, etc.

Advantages: direct sales to customers, guerrilla warfare, silence.

Disadvantages: Unfamiliar visits are not conducive to sales, and it is not convenient to handle sales procedures.

2. Idea 2: MLM method

Basic idea: Recruit community owners, spread privately in the community and among owners through Amway MLM, and form an actual sales method.

Salesperson: the owner of the community, with good eloquence, familiar with the situation of the community and good popularity.

Sales tools: price, parking space information, etc.

Sales attention: rhetoric, reasonable determination of sales identity, pay attention to creating a sense of privilege and value.

Advantages: internal communication, face-to-face with customers, word-of-mouth sales, sense of value, sense of privilege, silence.

Disadvantages: there is no precedent, talents are hard to find, and sales procedures are inconvenient.

3. Idea 3: Shop sales method

Basic concept: the method of using property management houses, setting up special sales personnel, issuing sales announcements and selling directly to community owners.

Sales staff: sales specialists and property management personnel (cooperation)

Sales tools: parking space plane information, price list identification, etc.

Sales precautions: speech preparation, simple shop, owner communication, etc.

Advantages: regular, regular, positional warfare.

Disadvantages: the voice is too loud, easy to spread, and unfavorable to word of mouth.

Basic idea: It is suggested to sell parking spaces by direct selling or pyramid selling, which is relatively quiet.

Verb (abbreviation of verb) sales strategy

1, price strategy

Basic strategy: cancel the monthly subscription system (2 10 yuan/month) and implement the zero rent system of 10 yuan/night, then the actual 300 yuan/month will be increased in disguise and the rental price will be suppressed.

Specific price: when the developer determines the basic average price, it will be decided separately!

Set up special parking spaces

2. Product strategy

Change parking space into garage (owner's operation)

During the sales period, parking space management, lighting, hygiene and security should be improved, which is different from usual.

3. Sales channels

Mainly based on the actual purchase situation of community owners, there is no objection to the intervention of investors.

4. Specific strategies

Rent suppresses sales volume: directly or indirectly raise the rent level and suppress sales volume.

Rent for sale: the customer signs a medium-and long-term lease agreement, which is converted into a purchase agreement after several years of lease, and the rent paid in advance is automatically converted into a parking space.

Preferential measures: (it needs to be appropriately increased according to the preferential range on the basis of setting the price)

Sales incentive policy

Parking space mortgage policy

5, operation steps

The first step: organize the owner's forum, conduct a thorough investigation on the sales and prospective owners, and find out the owner's mentality.

Step 2: Organize the sales structure, such as sales specialists, sales reports, sales policies, trading conditions, etc.

Step 3: formulate specific strategies, such as sales plan, sales strategy, sales methods, channel selection, etc.

The fourth step: set a good price, in line with the overall price system required by developers.

Step 5: Marketing organization, organizing sales specialists to carry out sales activities and control them.

Step 6: Go through the sales formalities and sign the agreement and contract.

Step 7: Property right procedures: change and transfer of parking space property right.

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