Successful cases of real estate sales

Top Ten Classic Cases of Real Estate Sales

1. Show off the 7s Passion Night in Special Zone

If no one gets rich overnight-although the number is pitiful, maybe not so many people buy lottery tickets. As China's wealth-intensive place and the cradle of China's fast-growing rich, if the property market does not have a legend, then this

market will be too frustrating. As a relatively dull year, the property market in 23 was still full of imagination, fortunately, there was a dazzling special zone.

the dazzle of the special zone is due to the passionate night in the 197s.

Is it a cultural activity or a marketing activity to put together some things from the 197s, such as picture books, permanent bicycles and photos of Lei Feng? After the whole activity, the audience doesn't even know what the word "showing off the special zone" is. What kind of propaganda method is this? The answer of Xuanze Special Zone is: real estate marketing.

on January 1th this year, XuanSpecial Zone organized the announcement project in LCX Square in Xidan, which was the "7s Passion Night" activity for the market. The number of people at the scene is as high as tens of thousands, and they almost participate in the activities with a religious piety. That night, there were as many as 6 thousand netizens who paid attention to the people born in the 197 s provoked by the show-off zone on the Internet. In the 197s, Passion, which seemed to be a purely public welfare activity, helped Xuanxiu Special Zone find its own loyal customer base-because customers' recognition of Xuanxiu Special Zone was not only a product factor, but also an emotional factor. It is impossible for a project that a customer "loves" to fail. It was with this activity in Times Square, the capital, that Hyun-SEZ became a hit, and then it got out of hand. A small apartment project has become one of the largest sales projects in the property market this year, which is a real miracle.

Continuing the style of Passion Night, several similar activities were held after Hyun Special Zone: Chaoyang Park Non-mainstream Music Festival, Pure White Halloween Night, and free viewing of The Matrix, which was praised by Mr. Kan Jun as the best planned activity this year. Both have good results.

2. Palm Springs International Apartment Million Donation

I remember the darkest day of April 2th, when Mr. Meng Xuenong, the mayor of Beijing, and Mr. Zhang Wenkang, the minister of health, began to reveal the SARS epidemic that had been concealed all along. The original underground rumors have been confirmed, and new rumors have begun to spread. The air in Beijing suddenly became tense, and people in peacetime suddenly found that the shadow of death was so close to them that they felt great helplessness and loneliness.

on April 21st, I saw a million donations from Palm Springs in Beijing Evening News. Palm Springs International Apartment donated one million yuan to medical staff for nutrition and health care. Chairman Ceng Wei also made a very touching speech, and I still clearly remember my feelings when I saw this news. Although such a speech will be spoken by different people on different occasions in the future, it is difficult to be as touching as it was then. The donation activity of Palm Springs, like a little light in the dreary air, lit up the participation consciousness of the real estate industry for this unprecedented catastrophe. Palm Springs International Apartment, which is already very famous, has attracted the attention of the whole society and greatly enhanced the reputation of the enterprise. Although there are no detailed figures on the specific sales volume, the sales volume of Palm Springs reached nearly 3 million yuan during the SARS period, which has a great relationship with this.

In the whole market, Palm Springs was the first real estate enterprise to make donations. Although the donations from Century Jinyuan and Zhujiang Real Estate were more than 1 million in the future, far exceeding the figures of Palm Springs, at that time, various donation activities were numerous, and newspapers reported them every day. Although these two enterprises had the largest amount, they were not enough to produce the shocking effect like Palm Springs.

Palm Springs' million-dollar donation reflects the awareness and reaction speed of corporate crisis public relations. Bad things can be turned into good things, just depending on the perspective of the enterprise.

3. R&F New Forum: Culture Makes Brilliance

By the end of November this year, R&F City's sales exceeded 1.5 billion yuan, making it a big winner this year together with Century City and Jianwai SOHO. In 22, Guangzhou R&F was determined to take the land from the north, defeating many competitors including SOHO China and throwing 3.2 billion yuan to acquire a piece of land in Guangqumen. Xie Qiang, the ace manager, jumped ship from the Pearl River in 1996 to take charge of the development of this land. It's for fuli city.

The sensational land king winner of 3.2 billion yuan, the superior geographical location along the Third Ring Road, the big egg sales room that is beautiful as a city landscape, and the ace manager Xie Qiang, all these combinations are enough to make some publicity just for the sake of popularity meaningless in R&F City. Of course, this also means that there is not much room left for developers to move around. However, Xie Qiang, who was born as the editor-in-chief of the original newspaper, found another way to dance the banner of culture, and the typical work is R&F New Forum.

In the new forum of R&F, five brothers, Feng Lun, Pan Shiyi, Ceng Wei, Xie Qiang and Zhang Baoquan Hainan, sat down and talked about it. There are Chen Zhongshi, Jia Pingwa and other writers and celebrities dancing and writing; On June 13th, R&F City also invited several owners, such as Wang Zhe, president of the first real estate company, Zheng Guochen, deputy director of the project center of the Housing Industry Chamber of Commerce of the All-China Federation of Industry and Commerce, Zhang Yuchong, a famous artist, and Fang Yuan, the investment manager of SK Co., Ltd. of South Korea, to make irresponsible remarks about R&F City. Xie Qiang personally accepted questions from various families, and finally everyone was happy ... The powerful image of R&F City was fully displayed.

compared with many cultural marketing projects, R&F City's cultural marketing is rich and comprehensive, which not only takes into account the construction of community culture and the publicity of ideas, but also puts the communication of owners' relations on the table, making things quiet, while everything is born. Who can stop the success of R&F City if you are willing to make meticulous efforts under the prestigious reputation?

4. Mysterious CLASS

As a professional philosophy student, I used to be proud to be able to read Hegel's philosophy, which made people's minds big, but with the thick book of CLASS, all my knowledge "returned to before liberation" overnight, like falling into a fog. The exposition of "Da < P > Duan" is a specious theory, from the definition of stratum to architectural aesthetics, it seems familiar but really unfamiliar. Advertisements published in major media are also large paragraphs. If you don't read them carefully, you are still a little confused. The mysterious CLASS. More mysterious sales. It is said that it sold more than 3 million yuan within 2 days of opening. Many people don't believe it, including myself. But when I went to the scene to see it, many floors were really not for sale. So I can only believe.

CLASS's bull spirit comes from its bottom spirit. Unique slope layout, finely carved buildings, can be sold without great publicity. But why to choose such a promotion method is worth considering.

As a project outside the North Fourth Ring Road, the price of CLASS is as high as 8,, which is an out-and-out high-end product. Maybe we are used to letting more people know as a standard to measure the publicity effect. But luxury goods from

are not in this case. They hold their heads high in a small circle and sell by word of mouth in a special way. Word of mouth is more important than advertising, because people who can buy a house in CLASS are sober-minded, and the occasional impulse is definitely not when buying a house.

CLASS's loushu is only suitable for such a detailed and meaningful project as herself, and it doesn't have much universal significance. The thick loushu provides the audience with an impact of ideas and a

serious attitude towards the deep connotation of products. As the person in charge of the CLASS said in an interview, "We don't want to be understood by most people at all", an extremely elite attitude has a maverick effect in a completely kitsch market, and this image

can also achieve the propaganda effect through media communication, just as Nicholas Tse can achieve the hype purpose by making trouble. CLASS has also won the recognition of a large number of people with its own uniqueness-although the proportion of such people in the whole society is still very small. But there are only more than 5 houses in CLASS!

5. Changhewan: Humanistic Real Estate

"Hot sale has always been a double-edged sword! What you see is money, and what I see is burden and responsibility. Beyond the surprise, I felt panic. Success sells well, and failure sells well! " This is the Long River Bay, and you should not forget to be prepared for danger in times of peace when it sells well.

the chairman personally said, "We should treat the sales of Changhewan calmly". What is humanistic care? This is an example.

Huang Nubo, the boss of Changhewan, is famous in the cultural circle as Luo Ying, and his poems have been published one after another. I still don't forget my old job in real estate, and I engage in humanistic real estate. I also organized a special booklet to explore the historical and cultural connotation of Changhewan, recalling the historical traces here: the long river flows through the ancient Changhewan River for 8 years; There was a Liao and Song campaign in Gaoliangqiao; Moscow restaurant this is the memory of an era; Beijing Exhibition Hall is one of the top ten buildings in China, and it is also the memory of a generation ... The long-standing cultural accumulation that has existed has been summed up by the long river bend, and it really makes people feel that there is no distinction between things and me.

If you go online, there is little news about the Long River Bay. However, in reality, the Long River Bay is like Duan Yu in "Eight Dragons", with a weak scholar outside and abundant internal forces in his body. In terms of water system construction, community garden construction, architectural style and appearance image, Changhewan is natural and pays attention to harmony with the environment, nature and history. Such products, put on an elegant cultural coat, if they are not selling well, then what products can sell well?

6. The sun goes up to the east: the founder of the rich area

If creation is a material act, it is all wet. The villas along Wenyu River, Jingtang River, Xishan Mountain and Xiangshan Mountain, and high-grade apartments in Chaoyang Park are all real rich areas. However, the concept of rich areas in the real estate industry is the first time in the sunshine that it was put forward frankly. Since the beginning of this year, the Capital Group has announced that it will build a "rich area" in Beijing on the land between Bahe River and Liangmahe River, east of the green belt on the North East Fourth Ring Road, west of Jiuxianqiao Road Electronic City. The project, named "Upper East Side of Beijing", covers an area of 1 hectares, with a total construction area of over 2.2 million square meters and an estimated total investment of over 1 billion yuan. The project is under the specific responsibility of Capital Land and Sunshine Co., Ltd. under the Capital Group. All its projects will be completed in 28, with a price of more than 1, yuan per square meter, and the first phase will be grandly opened on October 17th.

In China, wealth used to be synonymous with evil, but now, thanks to the reform, the pursuit of wealth has become a glorious act, just as joining the army was a glorious act. However, because the ideology has not been clearly defined, all the expressions of public opinion in the media are still shy. A typical example is that almost all the virtues about wealth are given to the middle class who are moderate and conservative abroad. However, Capital Land officially peeled off this veil, which attracted the attention of the society. Sunshine sold 1 million yuan as soon as it opened in the East, which contributed to the spread effect of publicity in the rich areas.

the practice of the first home ownership shows that there is no need for real creation in publicity, and it is also a kind of creation to perfectly embody something that is shaped in fact. In the sense of communication, whoever speaks the earliest is the creator.

For the grand plan of Capital Land to build the Upper East Side, one or two clever tricks are not enough to support such a large volume of sales. Under the banner of the rich area, all kinds of high-quality concepts finally got a popular commander-in-chief, which provided inexhaustible resources for the project promotion.

7. Try to live in Huijingfeng

Chaoyang Garden used to be the landmark of the mansion in the East Fourth Ring Road, and it also made miracles in sales. By the time of the second phase of Huijingfeng, it still maintained its original high quality, and unlike the hype concept of most companies in Beijing, Huijingfeng provided all existing houses, and the price was around 7, yuan, which can be said to have challenged the low price line of luxury houses in the East District. As an investor in Hong Kong, deep pockets are a typical feature. The marketing case of Huijingfeng is to fully embody this feature.

if it's to show strength, what activity is more effective than trying to live? besides, the experimenter should provide a diary of trying to live. Literary things are the most difficult to falsify. As long as they can be provided, the trust of the audience will naturally be greatly improved.

after a month, what problems can't be seen? Huijingfeng chose this practice, which is undoubtedly digging its own grave in the eyes of many developers, and it is really the embodiment of strength and confidence. Therefore, as soon as this activity was launched, it attracted many people's attention. In a short period of time, the old trees in Huijingfeng opened new flowers and the exposure rate was greatly improved. It is said that the time spent counting money by Huang, the boss of Huijingfeng, has also increased significantly.

Huijingfeng also added entertainment elements to this activity. Director Wu Ziniu, who was extremely popular because of filming "The Granary in the World", was also brought in to make a show, claiming to try something new in Huijingfeng. You should know that rumors constitute libel in other fields, but they have become the basic propaganda means in the entertainment industry. Now there is such a thing with a nose and eyes, that's great! The entertainment industry should naturally cooperate with the real estate industry to speculate wildly. Although in the end, whether Wu Ziniu lived or not has been lost, Huijingfeng has achieved great success by taking the opportunity of social concern to promote his own real estate.

Hui Jingfeng is a loyal practitioner of eyeball economy.

The same failed and successful activity was that GM invited Real Madrid to make a show in the real estate, and took the opportunity to promote itself as "Real Madrid in a mansion", which also caused a lot of trouble in the city, and the same stars were not present, which greatly improved their popularity.

8. Selection of Health Image Ambassador for Sanhuan New Town

What does affordable housing look like in your mind? Is this a big profit, is it a drought or a flood, or is the commercial housing besieged by thousands of people, and I am not moving? In short, affordable housing with a certain public welfare color and the government has always meant insulation from market operation: as long as we do a good job of cost control honestly, clean up a little insatiable ambition and earn two or three points of profits, everything will naturally be OK. No advertising, no marketing is needed.

One of the most striking trends is that the great power of marketization, even the affordable housing in quiet inside, should be promoted by marketing. Sanhuan New Town is completely market-oriented: the products are made as good as commercial houses, so that the sales volume accounts for almost 7% of affordable housing in summer exhibitions, and all kinds of news constantly appear in newspapers and TV-of course, we know that this is not the result of the natural laws of the media. As a symbol of courage, Sanhuan New Town applied for a pilot project of healthy housing through its own efforts-you know, there were two projects before, the former was the first real estate chain brand in China, and the latter was one of the largest developers in Shenzhen.

However, Sanhuan New Town also hopes to add a crown to the whole event: Sanhuan New Town has changed the previous practice of inviting celebrity bosses as image spokespersons by real estate companies, and collected image spokespersons from the society, and the selected ones will be given a three-bedroom apartment worth millions. The common people's practice, together with the unique creativity and the temptation of a million-dollar house, are enough to exert people's imagination. It is said that a * * * attracted more than 8 families to participate, and the time lasted for several months.

The comprehensive application of various methods has greatly increased the sales of Sanhuan New Town and made it the most popular affordable housing this year. It also sets an example for the marketization of affordable housing.

9. Champagne Town of Merrill Lynch: