Make a plan for a piece of land (real estate direction)

I'll give you a case for your reference, which may be helpful to you.

Content (omitted)

Chapter 1, Subversion field.

First, the market competition is fierce, smoke everywhere, the big market era, real estate feast.

With a supply reserve of nearly 20 million yuan, many brand developers have joined the camp of developing Huiyang Daya Bay, and the project marketing is facing fierce regional market competition. In the era of big market, the market of Huiyang Daya Bay has quickly stepped into the fast lane of the market from sporadic fires in recovery.

Second, integration creates a general trend, and the general trend achieves real estate.

With the eastward expansion of the eastern industrial zone in Shenzhen, several planned industrial zones in Longgang Eastern Industrial Zone and Daya Bay Petrochemical Industrial Zone have formed a close industrial chain, and the regional economy is increasingly integrated. The attraction created by the support of Daya Bay's world industry has made Huiyang Real Estate, as the rear of Daya Bay, enter the fast lane of development; Nanping quickly opened the eastern trunk line, only 16 km to Longgang industrial zone. In 2065,438+00, the construction and planning of Shenzhen Metro Line 3, Shenhui Coastal Expressway, Metro Line 3, Shenshan Expressway, xiamen-shenzhen railway and Xier Avenue increased the proportion of cross-city home ownership, and the urban boundary gradually disappeared, creating "Shenhui Urban Life"; Huiyang and Daya Bay are officially included in the Shenzhen section-"East Coast of Shenzhen"

The eastern industrial cluster and Daya Bay have formed industrial integration, and the Long Da Industrial Zone and Daya Bay Industrial Belt have unlimited prospects for millions of industrial people. Longgang real estate is booming, the market is exploding, and the urban boundary is disappearing. Huiyang's geographical advantage is justified and keeps pace with the times!

Third, Shenzhen has become the main market for outsourcing power.

The second chapter, combing the integration promotion strategy.

I. General principles

As a regional market, this project is positioned as a mainstream luxury house in the suburbs, which determines the dominant position of the project in the market. The dominant market position of the project determines the marketing strategy adopted by the project-led marketing.

Cut in with high-end image and lay a high market level for the project.

Create momentum and build the project brand

Through the combination of point and surface, three-dimensional advancement, key breakthroughs

step by step

Second, the project selling point mining

Keyword 1: Landscape market? World loan

World-class landscape cultural city

-Foreign communities

654.38+0.03 million square meters landscape market, as a regional to large-scale project in Huiyang,

The project has unique natural landscape resources, original ecological life, five exotic theme parks with different styles, which are owned by the world and belong to the world as a landscape cultural city.

Competition background: Country Garden, Panda International, Peninsula 1, Oriental New City, Palm Island, East Bank of Pearl River, Oriental Group, Ye Zhen Sanhe Project ... Among many brands, only Country Garden and Ye Zhen Project have landscape resources. The unique world of the project shows the natural beauty of its landscape with world height, world tolerance and world style.

The project promotion will take the form of combining the project theme image with each group image.

Keyword 2: The more unbounded the boundary, the more extraordinary the villa is.

The more boundless the border, the more extraordinary the villa is.

1) Deductive regional integration, plate value

East of Daya Bay, Shenzhen, vision determines value, and integration brings greater development potential and more leisure. Gorgeous and visual height reflects the brand's higher pursuit.

2) Investment demand of customers in Shenzhen.

To meet the investment needs of target customers, the more boundless Xinjiang is, the brighter the prospects are, and the scarcity of villas will satisfy people's more experiences.

3) higher quality product connotation

Landscape culture city, artistry, naturalness, luxury and cosmopolitan nature are extraordinary connotations; Thousands of villa units make the villa more extraordinary in terms of living height.

The first phase of the product establishes the high-end image of the project.

Keyword 3: 360-degree collection of heaven and earth

High-rise air villas and air galleries standing on the mountains; Extraordinary vision, collecting 360-degree infinite scenery and absorbing 360-degree landscape essence. With large area and high configuration, Xinghe has a unique experience and brand appeal in products, leading the market.

Third, lead the marketing strategy.

Only a good sales strategy combined with a good promotion method can continuously create market hotspots, continuously enhance the property value and create a double harvest of market and economic benefits. As a leading market in this region, we will create leading sales from the following five aspects.

Leading marketing measures 1- launching projects with the help of the general trend.

The integrated development of all aspects of the region will inevitably bring the region into the territory of Shenzhen; Therefore, together with the developers in this area, we will concentrate on speculating the concept of "East Coast of Shenzhen", so as to relay and enhance the comprehensive competitiveness of the real estate market in this area together with Dongguan, Huicheng, West Shenzhen and Zhuhai.

By the time the project enters the market, the concept of "East Coast of Shenzhen" has taken shape, which can further undertake the propaganda efforts of previous major developers from the aspects of industry, economy, urban development prospects, deep integration of planning prospects, amphibious life trends, etc., continue to advocate and guide the market to concentrate on looking eastward, enhance the attractiveness of investment and home ownership in the region, freeze the investment and home ownership direction of mainstream customers in the market, and arouse the impatience of the market to look eastward, thus paving the way for the smooth entry of the project.

Leading Marketing Measure 2- Promoting value of the image

Opening ceremony of love donation (combined with Xinghe brand promotion activities)

Xu Qin, the developer, the Guangdong Civil Affairs Bureau and the ambassador of China's caring image, went to Huiyang to hold a "caring donation" ceremony for the phenomenal Xinghe Real Estate Project, promising to donate every square meter of the project to charity in China 10 yuan.

Donate money for "Project Hope"

It is suggested that interested customers can pledge a certain amount of money to Project Hope when subscribing for the fund. The developer issues VIP certificates to the promised customers; And provide a certain degree of discount when selling and issue a donation certificate, and customers can enjoy a certain degree of property gift after staying.

Create a sensation in the market with love, establish the dual effects of project brand and company brand, create market visibility and enhance brand value.

Leading Marketing Measure 3- Brand Stimulating Value

With the development of Huiyang and Daya Bay markets, developers' brands and project brands will play the role of "the first competitive power in the market": determining and owning the brand advantages of the project will effectively prevent competitors from imitating and enhance the added value of the project image. In the early stage, through the eastward expansion of the large outdoor Milky Way, the 22 nd century residential map was created, and its strength declared the brand value of the market itself.

Especially for this project, which shoulders the mission of "sublimation of Xinghe brand", we should adopt active brand strategy, endow the project with unique brand positioning and connotation, and enhance product value through brand ownership and exclusivity.

Brand leading mode

Leading Marketing Measure 4- Terminal Winning Strategy

Terminal circle marketing has gradually become an important means of project sales. With advertising promotion, its effect is very timely and sustainable, and terminal circle marketing has become an important communication strategy to maximize customer resources.

1, Xinghe membership activity, upgrade marketing strategy;

The purchased, to-be-purchased and registered members of Xinghe are a strong customer network, and customer recommendation is particularly effective. They can make secondary or multiple sales through activities and preferential policies.

2. Central Plains two-level linkage marketing strategy;

Zhongyuan Shenzhen secondary market, Zhongyuan Huizhou branch secondary market, amazing customer resources, looking directly at the terminal. This marketing channel has always achieved unparalleled important sales performance of any agency.

Direction 1:

Introduce the project directly to customers through Zhongyuan. com, and deliver the publicity materials of this project to the tertiary market and branches by direct mail, and penetrate into the terminal.

Secondary market: near 100 real estate for sale, with 800 sales elites;

Third-tier market: 150 multi-ground floor, thousands of sales, tens of thousands of investment in customer resources ... low cost, high efficiency, rapid accumulation of customers, enhance market expectations.

Direction 2:

Make use of the Spring and Autumn Housing Fair and important marketing nodes to set up an exhibition hall in Shenzhen as two main venues; Zhongyuan will directly connect the target customers with the exhibition hall through network resources to achieve low cost and high success rate. It is also suggested to open the project in Shenzhen to expand its influence and strengthen the docking with Shenzhen customer resources.

3. Preferential attraction strategy for internal and external related households of Xinghe Group;

From the experience of market operation, it can be determined that this part of the customer base has high integrity and high transaction rate, and it is an important first-class customer source for word-of-mouth communication of the project, which should be maintained emphatically.

4. Strategies to attract political and business celebrities to make profits in Xinghe, Guangzhou, Shenzhen and Huizhou;

Non-member cooperative units, friendly units and new related households of the developer are all potential customer groups of the project.

The famous hotels in Shenzhen and Huizhou have attracted the upper-class customers in the Pearl River Delta.

In view of the places frequented by high-end customer groups, there are many exhibition venues and promotion outlets to attract customers and directly capture the target customer groups.

Terminal strategy will have the effect of low promotion cost and high efficiency.

Fourth, advertising media strategy.

The main content of marketing consists of three parts: advertising, activity promotion and on-site comparison. After the project planning scheme is determined, it should be promoted and brand marketing should be adopted.

"Concentrate on advantages? The general principle of "targeted"

Advertising communication:

Advertising: combination of soft and hard

Soft advertising: including short messages from major news media and soft advertisements for real estate.

Hard advertising: the media publishes advertisements.

Activity promotion: both civil and military

Writing: public relations activities, event activities

Fight: promotion activities

On-site comparison: promoting purchase

1. product image recognition system, including logo, business card and other designs;

2. Site and outdoor packaging, including site beautification and path-guided outdoor advertising.

3. Layout of sales offices

Media combination strategy

A successful promotion strategy must include a successful media strategy. Different media combinations help to expand the audience of advertisements, complement each other's advertising information, and remind customers repeatedly to make them buy. In short, the advantages of media combination will eventually maximize the benefits. Adhere to the principle of "complementary advantages, low cost and high efficiency", carefully select media, and effectively use and combine them.

First, the newspaper media:

Shenzhen Special Zone Daily, Shenzhen Evening News, Bao Jing and Du Nan cooperated with the mainstream newspapers and media of Huizhou Daily. It depends on the tendency of major developers and the advantages of cooperation with various media in promoting the concept of "Shenzhen East Coast".

B. TV media:

Shenzhen Satellite TV "Home". The mainstream TV media in Shenzhen has wide coverage, strong expressiveness and realism, and strong guidance.

Huiyang TV News Channel. High-level local government and private owners have higher scores.

Television advertisement of Shenzhen Sunshine Bus. Strong regionality, enhancing the reputation of the project.

C. outdoor media:

Large outdoor signboards (Shenzhen-Shantou Expressway, Xinghe Shenzhen residents billboard, Renmin Road, Shihua Avenue). Thousands of people have low cost and huge layout, which is suitable for image display. Later, outdoor billboards were added in Longgang Central District, Kengzi Town and Huinan Avenue.

Television advertisement of Shenzhen Sunshine Bus. Strong regional, mainly for office customers.

Luxury magazine. Deliver effective information to the target customer base.

D. others:

Network marketing: szhome \ SouFun (rectangular advertisement). Pay attention to customer characteristics, with strong purpose and high advertising effect; Advertisements can be rich in pictures, words, sounds and images. As a special media, the project website plays an irreplaceable role in the whole promotion process of the project: reporting the project activities in time, speculating the hot events of the project, releasing instant preferential information and so on. (Due to the flexibility and inclusiveness of this media operation, it will not be detailed in the plan in future media trips. )

Local exhibition (concentrated target customers). Customers are highly targeted, advertising is more timely, and it is easy to establish an image and spread popularity.

Popularize composition

Verb (abbreviation of verb) enhances marketing power —— Quality strategy of live experience tree

The natural landscape resources such as mountains, lakes, valleys, forests and islands in this project are scarce. After the high-end image of the project is released to the market, the experiential marketing of "Xinghe Living Myth" will stimulate every customer's living complex. Through the exhibition of sales offices, model houses, viewing passages, internal and external gardens, external viewing routes and packaging, it is important to have both software and hardware on site, focusing on creating a rich humanistic life atmosphere and impressing customers' physical and mental feelings.

Chapter three, suggestions on market entry strategy.

First, the timing of entering the market

In May, 2008, the Spring Fair was an opportunity, with a lot of media hype, activities interspersed, and a good market atmosphere. Customers flocked to the area to see houses intensively, and the strong attack of the project attracted great attention from the market, and then it occupied the two major sales nodes of the Olympic Games and the Autumn Fair. Time is an opportunity, and listing as soon as possible is conducive to the continuous detonation of a number of properties in the later period.

Second, the image strategy of high-profile entry into the market

Theme image: high brand+high image+high perspective+scarce image.

As a high-end villa community of 1.03 million square meters, the project must shock the market with more unbounded boundaries and more extraordinary villas, and awaken people's inner confidence, longing and desire for the noble identity and life of the pure villa community.

With the shock of brand introduction, it will directly establish a new dominant position in the market (compared with Peninsula 1, the property quality pattern on the east bank of the Pearl River and Panda International is higher).

Third, the two places arch the ground and enter the market at the same time.

Shenzhen and Huiyang entered the market at the same time, which instantly expanded the social effect for different customer groups and different activities.

Chapter five, suggestions on project promotion strategy.

First, the overall principle of pushing the plate

High-profile momentum, leading the market; The launch of high-end products has laid a solid foundation.

Step by step, advance in batches

Highlight the combination and improve customers.

Second, the first push strategy

High-end first, leading the market

The first phase of villa along the lake was listed, and the sale of pure villa raised the overall image of the project, which strongly impacted the Shenzhen and Huizhou markets, and the high-end image and quality were recognized by the market.

Third, sales control has made a good reputation of asking for high prices and selling fast.

The first batch of units adopted the control principle of storing water and opening floodgates, and the control was about 100 units. Create motivation, gain motivation in advance, and give the market a sense of mystery, thirst and impulse. The release of the market will form a wave of buying, which will be achieved overnight, avoiding the disadvantages of long sales cycle and increased cost. At the same time, through the control of price and order, the products of each period are promoted synchronously, so that they are not unsalable and have zero inventory.

Fourth, quickly push sales in batches and constantly detonate the market.

After the opening of the first batch of units, continuous intermittent sales will be implemented during the period of 1- 1.5 months if the engineering conditions permit, and activities will continue to be carried out to strengthen the promotion effect of the project in the market and enhance its popularity.

Five, the combination of high and low, multi-faceted win the market.

The first batch of villas were successfully sold, and the market identity was established after the project achieved the market focus effect. Later, after fully analyzing the market competition, a group of units sold properties with different property types (villas and houses), different resources and different unit prices, appropriately extended their product lines, absorbed different levels of customer groups, and made an all-round attack to win the market.

Chapter six, suggestions on marketing layout.

First, the first stage of marketing scheduling

The sales area of the first phase of the project is about 6.5438+0.4 million square meters, with the Spring Fair as the entry node. Considering the opening of the Olympic Games and the sales node of the Autumn Fair, the first batch of units will sell about 654.38+0.000 villas, and the sales pressure is relatively small, while the latter two batches are under greater pressure, so the first batch of units will be arranged in July at the earliest.