Sharing real estate marketing strategies in third- and fourth-tier cities (Thirty-Six Strategies)

1. There are masterpieces in small towns

There may also be first-tier works in non-first-tier cities. Beyond the north, Shanghai, Guangzhou and Shenzhen, it is like the spring forest on the other side of Long Lake in Chongqing. This article discusses small cities, paying more attention to third- and fourth-tier cities. Even if the overall influence is not enough to radiate across the country, they can still lead the region in some aspects. As a marketing operator, you must have the mentality of "making a masterpiece in a small town" and create classics for the city based on the principles of responsibility, respect, and value.

2. The copy must be out of shape

The copy must be out of shape, that is, you cannot directly copy the marketing model of first-tier cities. Adapting measures to local conditions, different people, and advancing with the times. The particularity of each city means that real estate marketing is not a one-size-fits-all solution. The point is that poor urban capabilities determine differences in the maturity of the real estate market, as well as differences in consumer values ??and behavioral habits, which in turn inevitably determine differences in project positioning, product design, and marketing strategies. The same Greentown has different marketing practices in Shanghai, Hangzhou and Nantong.

3. Follow the government

Listen to the party and follow the government. Land acquisition depends on urban planning, development depends on government guidance, and products listen to the voice of society. This is the prerequisite for successful marketing. Nantong Wantong City loudly states that "the city faces east, and life is very accessible." When we first got the land, we chose one of three plots. We gave strong suggestions and after confirmation by the developer, we finally got the most remote and cheapest piece of land. The first city in the Far East, which was self-deprecating internally, became the Nantong Star Case in 2008-2009. You know: going in the right direction is always more important than position.

4. Be brave and be the first

Either be the first, or be the first creatively. Most of all, must have. Reshape the value of land parcels and create the best real estate within a certain range; market new categories and create products that are the first in this city; add value and introduce various services and activities that have never been seen before, etc. The first ART DECO style urban mansion; the first real estate to hold symphony concerts; the first villa to be unveiled in a super demonstration area. Nantong still has many firsts in the future.

5. There can be benchmarks

Benchmark marketing is a marketing strategy that establishes a real estate coordinate system, looks for benchmarks, and imitates them personally. There can be an overall benchmark for real estate. For example, Nantong Wanhao Huafu takes Shanghai China Resources Bund Jiuli as the benchmark (the benchmark is generated by system settings after comprehensive consideration of various dimensions, derived from land parcels, products, companies, and marketing considerations), or there can be Benchmarks for subdivisions, such as Long Lake as the benchmark for the Yosemite Demonstration Area. Have a benchmark and don’t be confused.

6. Absolutely a local guest

There are many stories in this small town, and I especially love my home. Compared with first-tier cities, the geographical location of customers may be a crucial point in marketing specificity. Due to the limited outlook on life and the limited living radius, home buyers generally accept the "old place". In addition, because of the limited migrant population, residential consumption in small cities mainly relies on local customers (the proportion of migrant population in export-oriented cities such as Suzhou is different). In the first phase of Nantong Wantong City, the proportion of aborigines in Guanyinshan Town is close to 50%.

7. People who own houses and cars

Today’s commercial housing sales are in many places aimed at people who own houses and cars. You may not believe it, but at least it is true in Nantong. Demolition compensation, government allocation, and so on. With the increasing development of the automobile market, the proportion of car owners is also gradually increasing. It is not difficult to understand why customers of luxury homes like Yosemite and Vanguard come by car. Even customers of Wantong City come by car. Therefore, marketing operators should pay attention. Customers' living experience and consumption experience may not be what you expect.

8. Half a step ahead

If you take half a step less, you will underestimate Nantong, and if you take half a step more, you will overestimate the customer. Although they may own houses and cars, and may often go abroad for shopping, their overall quality is still far behind that of consumers in first-tier cities. So whether it’s project positioning, product design, or marketing strategy, just half a step ahead. Yosemite's architectural style and demonstration area are important chips for its success.

In first-tier cities, it might be nothing more than that, but in Nantong, it is half a step ahead and has been implemented, so it can just sit back and wait for customers.

9. Have you seen it in Shanghai?

The question comes from how to choose? Spain or England? Finely decorated or rough room? Townhouse or single-storey mansion? Positioning methodology, no matter which one can give us the answer. I just want to say one thing: Make products that target consumers have seen in first-tier cities and want to buy! I saw Green Lake World in Shanghai and liked the ART DECO style, so China Hong Kong City and Wan Hao Hua Fu were both like this. In Shanghai I saw Vanke Rancho Santa Fe or Longfor Villa elsewhere, and I went to Yosemite, where there is the Mediterranean Sea in Nantong. This way, half the sales pitch can be saved.

10. It looks beautiful

If first-tier cities can have minimalist mansions, modern Chinese-style fine decoration, and Hanbi Bay that returns to the natural countryside, So in a small town like Nantong, you must make classic products that look beautiful and make you fall in love at first sight. The aristocratic quality of neoclassicism and the pure foreign style of Spanish style are the best choices for insurance practices. If you are half a step ahead, you can have Gemdale’s Tianzi No. 1 mixed with mansion style, or you can have Yicheng’s Washington Series Wright Prairie style. Testing is risky and products need to be used with caution.

11. The market is promoted step by step

Some experts have standards for large-scale markets in third- and fourth-tier cities: if the total building area exceeds one square meter per capita of the total urban population, it is considered a large-scale market. The urban population is 200,000, and if it exceeds 200,000 square meters, it is a large market. Nantong's urban population is close to 900,000. According to this logic, Nantong's total population is only Zhongnan Century City, and the suburbs are Hengsheng Manor. I think this is a method, but more importantly, it depends on the annual decontamination of commercial housing in the city. According to the developer's development rhythm, any development cycle of more than 5 years should be considered a market. If 100,000 square meters are consumed annually, 500,000 square meters can be counted as a large market. The three principles of market marketing are: overall consideration, step-by-step implementation, and collective start.

12. Shock the sales office

What is the most critical thing in the second half of small town marketing (the first half is positioning and products, the second half is promotion and sales)? Experienced people tell us: site creation and customer activities. Because the media effect is not obvious enough, and because the precise channels are not clear enough, it is unbeatable to spend money on the site. At the same time, customer reputation is very important, and it is important to conduct more activities, which will be discussed later. On-site creation should be no regrets in first-tier cities because customers are very picky, while it should be shocking in second-tier and third-tier cities because they expect to be surpassed! Nantong Yosemite and Wanhao Washington were the most shocking on-site experiences that year. "Silly, high-tech, green and ecological", Xiao Jin, vice president of Beijing Vanke, summed up the three major tricks that shocked the scene. They are gradually being realized in second- and third-tier cities.

13. Stunning model houses

According to the research and analysis results of Vanke Group: Among the customer touch points in mid-range communities, model houses are the most important link (ranking of customer touch points in high-end communities) Number one is the bastion of community spirit such as the entrance/bell tower). In second- and third-tier cities, the first focus of customer contact is also model houses. The main slogan of Nantong Wantong City for quite some time has been “Go to Wantong City and see the model houses”. Designers from first-tier cities, event companies from first-tier cities, traders from first-tier cities, there are many types of model houses, and I won’t list them all here.

14. Super Demonstration Area

If the model house is not enough to shock customers, then the Super Demonstration Area has become a required action in residential marketing. In second- and third-tier cities, basically branded real estate projects are in line with first-tier cities and first-tier developers, with heavy investment in demonstration areas to demonstrate product strength in depth. This is an unbeatable mantra. The hardware of the demonstration area includes a sales office, model houses, and architectural and garden model areas, as well as software systems: sales system, property service system, and customer service system. In second- and third-tier cities, if you want to become an industry leader, you can have a super demonstration zone.

15. Outdoor air superiority

On the spot, on the spot, on the spot. Walk by, pass by, don't miss it. If the scene is the first, then the outdoor anti-aircraft guns are tied for first. The small town has many stories and is full of joy and happiness.

Look up and see you, look down, it's common for folks in the countryside to not read newspapers and watch TV, and go out. Seize air superiority, block entry and exit, use three-dimensional positions, and comprehensive outdoor media combination. In addition, in the outdoor media placement strategy, bulletin boards can be used to increase the frequency of replacement. The most important thing to emphasize is that, for example, in the southern part of the city center, the construction site hoardings must be tall, imposing and high-quality. This is not only for publicity, but also for the psychological pricing process of customers.

16. Appear overnight

Media strategy includes media mix strategy and media placement strategy. Media combination is not difficult. What is difficult is media placement and how to achieve a good combination of innovation and effectiveness. First-tier cities tend to innovate in print media, while second- and third-tier cities are more willing to choose to break through and innovate in outdoor media. The time and space view of marketing emphasizes the relationship between "prediction" and "change".

17. The wave of returning home during the Spring Festival

The special contribution of comrades from the front lines in second- and third-tier cities is still a matter of time and space. The most concentrated home buying seasons are of course the same as those in first-tier cities, spring and autumn. However, as there are many migrant workers and many people doing business across the country, returning home for the Spring Festival is also a good season for residential marketing. The lower the city energy level and the lower the property positioning grade, the more effective this is. Nantong is the hometown of architecture. Many construction industry practitioners buy houses during the Spring Festival to reward their families.

18. Focus on newspapers

It’s not that the mass media is useless, it’s that the methods you use are not effective. Although the readership of newspapers in non-first-tier cities is limited and the real estate promotion effect is not as good as that in first-tier cities, there is always a way to introduce new things. All kinds of concentration, the playing style is amazing. For example, Shanghai Sheshan No. 3’s 16-page series, Shanghai Youth Club’s media library, Gemdale Sheshan Tianjing’s newspaper cover and other techniques can be imitated in second- and third-tier cities. Nantong Wanhao Washington, various newspapers and media have adopted a centralized advertising strategy, combined with outdoor and on-site advertising, to quickly detonate the market.

19. Pull the banner as you please

There is a kind of position that is always ignored, it is called the banner. Especially for the promotion of luxury homes, this seemingly low-end approach is often considered inconsistent with the media contact habits of target customers. Be it residential areas, markets, or places you just pass by. In fact, regardless of banners or anti-aircraft guns, media that can attack customers is good media!

20. Make the event big

There are two types of activities according to their purpose: public relations activities and promotional activities. The activities here should be large-scale, mainly referring to public relations activities, and the goal is brand influence. Usually when foreign brands enter second- and third-tier cities, they will have media headquarters, which basically falls into this category. The sugar daddy strategy is the first choice for big events.

21. I also like warm-ups

In addition to making the activities bigger, another type of activities has gradually become a prescribed action. In the four books of promotion (site, activity, props, media), this kind of activity is placed on site, so the compound effect is fully demonstrated. This is the warm-up for the weekend. Women, children, and pets are the three magic weapons. These are almost synchronized with first-tier cities.

22. Props are practical and practical

In second- and third-tier cities, they usually don’t spend a lot of money to make sales props. For example, materials, practicality comes first. Consumers probably won’t give extra points to the project’s psychological pricing just because the building’s quality is high-end. If there are floor books, they are usually made in stages for practical purposes; if folded pages are made, they are usually used for multiple purposes; single pages, room-type ones, must be available, and preferably can be distributed. All these must be practical. Other large-scale sales props inside the sales office, such as sand table models, etc., are not discussed here. At one stage, Nantong Wantong City made several roll-up banners to compare and display various data worth buying, and the results were good.

23. Advertising effectiveness

Effective advertising is a must! In first-tier cities, real estate advertising may still have the opportunity to do more image appeal and brand communication. In second- and third-tier cities, it is best not to take this risk. Consumers are pragmatic, developers are pragmatic, and your advertising must be pragmatic. Of course, being pragmatic does not mean directly showing renderings, room plans, and prices. Wanhao Washington is "dedicated to those who write legends." The right time, the right real estate, this kind of appeal is also called pragmatic.

24. Advanced case naming science

Case naming is a big question. It is the main thing that consumers remember. The best carrier of the project soul, case strategy, and the best method in second- and third-tier cities: learn from the advanced. Establish benchmarks in multiple dimensions, conduct comprehensive ontology analysis, and case names will come naturally. Wantong City and Zhonggang City learn from Vanke City, Wanhao Washington learns from Wancheng Washington, Yosemite, there are some in Beijing, or the Ninth Garden, you know, the Fifth Garden comes first.

25. The slogan is often updated

How many slogans are needed for a project? This is a question with no standard answer. I said that there should be positioning words and main promotional words, and later I added that there should also be brand promotion words. Later I found that with the different stages of project promotion, each stage must have a main promotional word. ONE CITY, Wantong City; the city faces east, and life is very convenient; go to Wantong City and see the model houses; not only will you get one more room.

26. Copywriting should be straightforward

In an era of barbaric growth, when housing is used for both investment and self-occupation, and is basically in short supply, advertising copywriting appeals are mostly straightforward. Very good, especially in second and third tier cities. When it comes to advertising copy, effectiveness comes first, but that doesn’t mean straightforwardness comes first. Creativity does not equal strategy. But when there is no creativity, strategy is the best copywriting.

27. The visuals must be traditional

Advertising must be effective, the copywriting must be straightforward, and the visuals must match the nature, so it must be traditional. Keeping integrity first, being extraordinary may not be yours! Besides, creativity is a new combination of old elements. As mentioned before, when advertising is correct, the media can also be surprising. Traditional is beautiful. If you follow the classic advertising cases in first-tier cities and study the previous model advertising in your city, you can stand out on the road to integrity. For example, in Nantong Wanhao Huafu, everything is old. If you do everything well, you will be ahead.

28. Sales in an offsite

Is it possible to have an offsite? When do you go to the outfield? Where is the outfield located? How to lay out the outfield? How to connect the outside field and the field? This is a specialized topic and will not be discussed in detail here. I just want to say: According to the previous principle of being brave and first, your property can be the first local sales office in a star hotel, the first sales office together with a 4S store, or the first sales office in the local area. A sales office inside a supermarket can be the first car-modified mobile sales office. When Nantong Wanhao Washington moved into Youfei Hotel, Jinding Bay Garden immediately followed suit.

29. Prices slowly rise

Price is the most sensitive. "Even a small step can lead to new heights." Residents in small cities have a lot of demand for self-occupation, relatively weak investment awareness, and more serious price sensitivity. Therefore, the general principle in price strategy is: open low and go high, and go high slowly. Promotion increases customers' psychologically expected prices, and sales enter the market at prices lower than expected. The rush to buy at the opening of Wantong City is proof of this.

30. Small batch promotion

Similar to the price strategy, the sales strategy mostly adopts small batches and multiple batches. There are several reasons for small batches: the city's consumption capacity is limited and the consumer base is not large enough; the project's water storage time is too short and intended customers are limited; it is beneficial to ensure that the premium is maximized and sold slowly. The above three types are relatively common in housing in second- and third-tier cities.

31. There must be a discount at the opening of the market

There must be a discount at the opening of the market, that is, the listed price will go up. After all kinds of water storage, when the gate is opened, it must be sweet for the customers who have worked hard to come. Take Evergrande as an example. There are many real estate projects in second- and third-tier cities across the country. It makes sense to understand this. In Nantong, both the local Wantong Real Estate and the foreign Herong Group basically follow this rule when it comes to the use of opening discounts.

32. Various promotion styles

Renovated styles, unchanged promotions. It is human nature to be greedy for cheap, even for absolute bulk consumer goods such as houses. Promotional front-loading, progressive discounts, various gifts, various rights, various profit concessions, and various measures to bring wool to the sheep. This is suitable for the topic and will be omitted here. Top luxury homes in first-tier cities can be "increased in price promotion". In second- and third-tier cities, it is recommended to promote honestly!

33. Love and death at the crime scene

Pictures

The flower at the crime scene: SP.

Team SP is a required course in marketing. Home buyers in second- and third-tier cities are obviously "easier to deal with" than first-tier cities, and SP effects are better. This is the heartfelt opinion of industry insiders who have been involved in Nantong for many years. Every salesperson must have SP spirit, and every plan must have sales awareness. The conclusion is that every member of the trading team is an actor of collective SP. Don't say much about this.

34. All employees are busy with sales

As mentioned before: the circle is not very clear, but the reputation is number one. Everyone is an opinion leader. Party A, Party B, and the third party all have indicators on their heads. Marketing in the industry will really become the future direction. When leading real estate developers in first-tier cities have begun to focus on the media and the industry as the focus of promotion, real estate developers in second- and third-tier cities should quickly follow up. The all-employee sales mentioned here mainly refer to promotion to developers, service providers and media opinion leaders. It’s a bit difficult to do things in real estate circles and media circles now, but whoever starts first may succeed.

35. Choose Party B carefully

This is an era of professional division of labor. Professional people do professional things. In particular, many small and medium-sized developers in second- and third-tier cities lack experience and at the same time face strong competition from foreign predators, so it is necessary to choose strong partners. City entry, project feasibility study, preliminary positioning, product design, marketing planning, advertising creativity, sales execution, property consulting, public relations activities, special research, market consulting, corporate consulting, leave each field to the experts!

36. Brands are coming

If there is no Vanke in your city, maybe there is Evergrande, right? Second- and third-tier cities are the future strategy of the top 20 companies, and this has basically been made clear. Whether it is a local powerhouse or a foreign monk, the brand era is gradually coming. In leading cities such as Suzhou and Hangzhou, brand competition is already fierce, while in late-developing cities such as Nantong and Jiaxing, brand real estate competition has entered its first year. Are you ready?