How to do well the preparatory work of real estate marketing?

Nowadays, the real estate development in full swing has also brought various marketing methods, and effective real estate marketing strategy has become a bright sword in the real estate industry. In order to sharpen this marketing sword, we must first make the most important preparations in the early stage: first, the planning in the early stage; The second is to implement tactical distribution in the medium term. Grasp both hands, and both hands should be hard. First, pre-planning-to build the core competitiveness of real estate and enhance the image of real estate. In 1990s, C.K.Prahalad and Hamel put forward the concept of "core competitiveness". In real estate marketing, real estate image is one of the comparative competitive advantages based on the core competitiveness of real estate. In the early planning of real estate marketing, building the core competitiveness of real estate is the key to achieve the goal of enhancing the image of real estate. Therefore, we should grasp it from three aspects: 1, the property positioning of real estate runs through the whole process of real estate image promotion and is the core part of this process. It includes the planning and design of real estate and the positioning of living environment. In the planning and design orientation, we should highlight the overall concept of real estate, such as: hydrophilic real estate, SOHO or intelligent real estate, highlight the architectural style of real estate, such as: fashionable European or European classical, and highlight the apartment type, apartment type ratio and central landscape of real estate. In the positioning of human settlement environment, it is necessary to reflect the superiority of the location of the real estate, the convenience of transportation and the maturity of the residential area formed by the real estate. 2, market research, grasp the direction of this link in the process of building the core competitiveness of real estate marketing is very necessary. In this process, we should search the development situation of each building in the same city at the same time, establish competitors according to different development concepts, regions and price points of each building, establish a competitor tracking investigation file system, grasp the sales methods and sales situation of competitors, analyze the investigation report, establish a new building system with high cost performance and higher value, and constantly improve and finally establish the marketing tactical plan on the basis of the original marketing tactics. 3. Theme establishment and image promotion of real estate completed the property positioning and market investigation and analysis of real estate, and after grasping the marketing direction, marketing immediately entered the stage of theme establishment and promotion of real estate. The persistence of the value basis and characteristics of real estate is reflected in its name, and the logo and pattern system of real estate is most closely related to the name, which directly affects the image promotion of real estate to a great extent. In the post-SARS era, the industry will establish a new real estate theme value system, and health will be the first theme, a healthy living environment, a healthy leisure environment and a healthy working environment. In the image promotion of real estate, the key point is to guide or cooperate with professional advertising companies, clarify ideas, combine the property positioning of real estate, highlight advantages, establish the best image of real estate, and cause a sensation effect. Under the intensive, extensive and penetrating publicity for a long time before the opening, the spread of real estate will affect potential target customers. Second, the preliminary plan for the implementation of the medium-term tactical layout has brewed more mature marketing tactics. During the opening period, marketing will enter a climax and tactics will be fully implemented. At this time, the tactics are distributed in three aspects: 1. Marketing-oriented "experience field" experience is an activity that people participate in in a personalized way, which can make customers feel good. Creating an experience field, from the design of space field to the environment creation of residential area, and then to the interior decoration of living room, will bring customers the impact of color, sound, fragrance, touch and law, so that customers can experience the value of real estate. The design of "residence" should be creative, and the marketing method of "trying to buy a house" has appeared in real estate marketing, which is the initial prototype of "residence". The manufacture of "life field" should not be limited to trying to live, but should be developed in many ways, encouraging customers to integrate into the care of the room and feel the comfort and ease of their home life, thus generating a sense of accomplishment for life. In the field of experience, creating a good effect in the store will make customers feel the popularity of real estate gathering and the atmosphere of snapping up, thus triggering amazing effects and guiding customers to buy. 2. Implement the service to the customers, and the target customers accumulated before and after the opening will gather together and agree to digest it during the opening period. In the process of digestion, providing sincere service to customers will have a good digestion effect. A customer file system will be established to provide them with a series of services including: housing type, payment method, decoration suggestion consultation, agency loan and so on according to their different occupation types, income status and family situation. Let customers buy a house with confidence, satisfaction and comfort, so as to achieve the purpose of digesting the target customers. 3. Tolerance is always the first motivation to buy a house. In the marketing of real estate, affordability is always the first theme, and it is also the first driving force to stimulate consumers to buy a house. With the maturity of real estate marketing, the popular marketing preferential tactics in the real estate market can be summarized into the following categories: 1, property management fee for buying a house. 2. Buy a building and send a parking space. 3, buy a house and send it to receive quality education and training opportunities. 4, buy a house and enjoy a big discount on decoration. 5. Buy a house and send a gold card, and enjoy preferential service when shopping at the designated place. 6. There is a big discount on buying a house. 7. installment payment, interest-free for n years. 8. Purchase lottery, cash back gifts. 9. "Intermediary selling", that is, introducing customers to buy a house and giving them a commission, or even buying a house and sending them to work in coastal open cities such as Guangzhou and Shenzhen, is essentially to maximize the benefits for customers, but when implementing this tactic, we should fully consider the actual needs of customers. When you are ready in the early stage, it will be more conducive to the later marketing control. The late control of real estate marketing is mainly to control the integration of real estate price and image. After a medium-term hot sale, real estate will enter a tightening stage relative to potential target customers. On the premise of rational analysis of the current real estate market sales situation, the third marketing offensive will strive to achieve the ultimate goal of real estate development, that is, to maximize the return on investment of owners and optimize the living environment. Undoubtedly, reassessing the value of real estate and further speculating the image of real estate will play a very important role in the appreciation of real estate, which will eventually be reflected in the increase of real estate prices. In the stage of real estate contraction, the sales of real estate are in short supply. On the one hand, the price increase can ease the balance between supply and demand, on the other hand, it can make the real estate appreciate, on the other hand, it can enhance the brand value system of developers, increase the brand trust of developers, and let potential customers in the property market have brand real estate that they can rely on.