Real estate monthly marketing work summary

Real estate monthly marketing work summary

A summary is a written material that reviews and analyzes a certain stage of study, work or its completion afterwards. It can enable us to find results in time. Make mistakes and correct them, let us complete the summary seriously. So how to write a new summary? The following is a summary of the monthly real estate marketing work that I have compiled for you. You are welcome to learn from it and refer to it. I hope it will be helpful to you.

1. Competitive real estate analysis:

1. Bangkok Sunshine is a real estate developed by Qingdao Kangcheng Real Estate Co., Ltd., construction started at the end of 20xx, and in April 20xx An opening ceremony was held at Jimo Zhengxin Garden on March 26. Kangcheng Real Estate developed Kangcheng Garden in Jimo, which is a mid-range property. The main feature of Bangkok Sunshine is the frame structure, and most units can be partitioned. The house types are mainly small and medium-sized, including ultra-small houses of 40 square meters.

Project advantages: Located on Heshan Road, only close to the clothing market, the transportation is relatively convenient and it is more suitable for investment. The apartment size is small, and the average price and total price are low.

Project disadvantages: too close to the clothing market, poor living environment. The first and second floors are network rooms, about 10m high, and the 3rd to 6th floors are residential buildings, which are noisy and not suitable for general living. The top layer is flat. In terms of unit types: some units have poor lighting.

Marketing methods: In terms of promotion, location advantages are highlighted, such as clothing market, small commodity city, Liqun, Jiashike, etc., and investment advantages are emphasized. The media is mainly outdoor anti-aircraft guns and newspaper print media, and it will also appear at the spring housing show in April. In terms of sales, the selling point is “a down payment of 39,000 yuan and a monthly payment of 430 yuan” to attract young investors. For Mashan New City, the competitive advantage of this project is not obvious, and the real estate quality is lower than that of Mashan New City.

2. The Shuohuiyuan and Mashan New City projects are neighbors in terms of quality and have the same location advantages, but the price is lower and the deposit is refundable, which has a greater impact on Mashan New City. The promotion mainly focuses on outdoor Heshan road flags and Jimo TV subtitle advertisements.

3. Runfa Homes has few remaining houses and is not very competitive at present. It will open a second phase. The second phase will mainly be small and medium-sized units and will compete with the Mashan Phase III. At present, there is basically no promotion, relying on word-of-mouth publicity.

2. Summary of the current development of this project

1. Summary and analysis of calls, visits, and transactions

This month, there were 79 calls and 148 visits. On April 24, 20 units were sold. As of April 30, 27 units were sold. Call statistics:

The main call channels this month are outdoor, online and TV media. At the beginning of this month, a TV subtitle advertisement was launched on Jimo TV station and received good results. Compared with the previous month, the total number of calls and visits has decreased, and advertising efforts should be increased. At the end of the month, all outdoor media screens will be changed, and three phases of sales information will be added. At the same time, subtitle ads will continue to be released from the 21st, and TV commercials will be released at the end of the month. This month, a half-page advertisement was placed in the Peninsula newspaper on the 25th, and a full-page advertisement for Mexico City Consulting was placed on the 26th. The newspaper received 38 calls and 2 visiting groups. The calls mainly asked about the sales information of the third issue.

2. Visit statistics:

Analysis: Outdoor visits are still the direct factor that affects the owners’ visits. Friends, passing by, nearby, etc. also account for a relatively high proportion. Due to the Internet and The placement of TV media also brought a certain number of visits. This month, outdoor media such as Mashan anti-aircraft guns and light pole flags were replaced. While continuing to promote the "Pride" theme image of the project, pre-sale information for three phases of small apartments was added to increase the number of visitors. Therefore, in the next stage, the dissemination of sales information and the maintenance of old customers should be strengthened.

3. The focus of the next stage of promotion:

Invest in TV media, place a 30-second pre-roll ad on Jimo TV station's "Jimo News", and update subtitle ads at any time. ,

Comprehensive update of network information, adding current sales and pre-sale information. Increase efforts to maintain old customers

Customer analysis: Area requirements:

Age analysis:

Reason for purchase:

Transaction Factors:

Analysis: The customers of the Mashan New City project are still mainly local self-employed owners in Jimo, and their ages are concentrated between 30 and 40. The purpose of purchasing is mainly to improve the living environment, and the proportion of investment is small. .

At the same time, some owners purchase because they want to settle down and have their children go to school. Judging from the age of the customers, customers aged 30 to 40 are the main customer group. Most of them are self-employed. They have purchased homes many times and their main needs are to improve their housing. The key factors that influence homeowners’ home purchases are brand, location, and unit type. Real estate consultants not only strengthen guidance on corporate brands and apartment types, but also increase publicity of corporate brand images at sales offices.

2. Summary of promotion for the month:

(1) Media advertising release status

Subtitle advertising was launched on Jimo TV station at the beginning of this month, April 1-7 There were 10 batches of calls and 6 batches of visits to Japan.

On April 24, 4,000 copies of the single page were distributed at the clothing market, small commodity city, and Heshan Road door. On April 25th, a half-page Peninsula ad was placed, and on the 29th, a full-page Metropolis News ad was placed, bringing in 38 calls and 2 groups of visitors.

(2) Event organization experience and lessons

April 13 and 26: Boutique home furnishing lectures

In order to promote owner occupancy and increase the project occupancy rate, we will again Hold home workshops. Inviting Oriental Home designers to the scene and using physical explanation methods are more popular with owners. We visited 10 groups of owners on site, and 8 of them made it clear that they would renovate. Soft articles about the event are published on the company website and partner websites.

Improvement: In terms of inviting customers, we also added potential customers to increase the popularity of the club.

April 16: Sports Competition Title Signing Ceremony

In order to expand the naming promotion of Jimo City’s xx Sports Games, a signing and naming ceremony was held on the second floor of Mashan New Town Club , Jimo City Vice Mayor Li Jie and the person in charge of the Sports Bureau were present at the signing site. The signing process was broadcast in "Jimo News".

3. Work plan for the next stage:

1. Promotion focus: Project landscape:

2. Media portfolio strategy:

· Newspaper: Two issues of Peninsula Telegraph on May 15th and 22nd: Landscape, the third phase is open

·TV subtitle advertisement: Newly launched sales information of B3 and B18, and information on house sales in the third phase.

Home decoration lecture;