What aspects should be paid attention to in project positioning in real estate marketing?

Section 1 Positioning Objects

Producing ordinary products is different from building real estate. There are too many "cakes" produced. In order to ensure the original price and original profit of the cakes, the manufacturer can More cakes than market demand are poured out, leaving the market always in an unsaturated state. But real estate is different. Before it is "pregnant", it is necessary to consider whether this "living body" can be born, that is, whether the positioning of the real estate project to be developed is appropriate.

The lack of accurate positioning is still the "bottleneck" for local real estate companies in market competition and a prominent problem in real estate construction and sales. For example, too many names use ××jiayuan, ××jiayuan, ××garden, ××luxury garden, etc. The real estate product lacks individuality, or blindly regards its own advantages as positioning. According to expert observations, six or seven out of ten projects in the real estate industry fail due to inaccurate positioning, resulting in improper positioning.

How to perform accurate object positioning?

1. Target orientation

Real estate market targets can be positioned from many aspects. As far as the real estate market is concerned, except for the regional market in very few areas, most real estate is still a buyer's market. That is to say, consumers of real estate products are always in an advantageous position of choice.

Developers' own capabilities are always limited. Capital, management, technology, purchasing power, etc. will all affect the target positioning of the real estate market. Before developing real estate, you must have a clear understanding: You, a developer, cannot conquer all the three-tier markets: high, medium and low. Even target markets of the same grade will have differentiated and personalized target markets due to different needs and preferences of consumers.

1. From the perspective of real estate theme, we can divide the market goals of real estate into healthy residences, innovative residences, ecological residences, home residences, garden residences, smart residences, sports residences, cultural residences, and historical residences. Residential and more.

(1) Theme positioning of healthy housing

When people have relatively abundant material life, they will have a psychological motivation to pursue a healthy lifestyle and a high-quality working environment. The development of real estate with health as the theme aims to stimulate people's inner desire for a high-quality life and advocate a new lifestyle and humanistic experience.

Relevant experts define "healthy housing" as: on the basis of meeting the basic requirements of housing, highlighting health elements, taking the concept that human residence should be healthy and sustainable, and satisfying the physiological needs of the residents. , psychological and social multi-level needs, and create a high-quality residence and community that is healthy, safe, comfortable and environmentally friendly for residents. In other words, a healthy house should be a house that can keep its residents in a good state physically, mentally, and socially. It can meet the requirements of both the living environment in the house and in the residential area. It can include not only the physical quantities associated with living, such as temperature, humidity, ventilation, noise, light and air quality, etc., but also subjective psychological factor values: spatial layout, privacy protection, view landscape, sensory color , material selection, etc.

Beijing Olympic Garden Plaza is positioned based on this theme.

Beijing Olympic Garden Plaza takes the Olympic theme connotation (sports, humanities, green environmental protection, art, education, harmony, etc.) as the main line, takes sports and health as its characteristics and forerunners, and integrates the life philosophy and philosophy derived from sports. The organic combination of social living culture enables sports to serve the harmonious development of mankind, promotes the all-round development of human beings, promotes harmony and justice in human society, promotes the establishment of a peaceful and beautiful living world, and creates Olympic Garden owners to rely on each other, help each other and be friendly. And healthy and uplifting neighborhood relations and community atmosphere can free modern people from the common sense of depression and insecurity, making the community truly the "spiritual home" of modern people, and making the Olympic spirit deeply rooted in the hearts of the people.

Beijing Olympic Garden Plaza, in order to highlight the theme of healthy community, positioned the project image in the early stage as "Beijing Olympic International Sports Healthy Community."

Revolving around the theme positioning, another project was determined Several sub-theme positioning:

1. Beijing's large-scale residential projects at the municipal level attract target customers throughout the city and suburbs.

2. The quality of living is positioned at mid- to high-end, and a full range of high-quality home services are provided.

3. International community For domestic and foreigners. Community culture conforms to international trends and is easy to communicate and spread.

4. Sports community The carrier of health is sports, and sports are the main media for community cultural communication.

According to the theme positioning requirements of healthy residences, the design of Beijing Olympic Garden is reflected in the details. Through original design, the community landscape is given unique characteristics; the separation of people and vehicles is used to reflect psychological safety; sports venues are set up in the community to reflect sports safety; the green valley concept is adopted to reflect respect for people; and spaces with different scenery are used as you move. The shape embodies the green concept.

Due to proper and accurate positioning, the super-large real estate with a total construction area of ??1 million square meters in Beijing Olympic Garden has achieved good sales.

(2) Innovative residential theme positioning

Real estate developers start from the perspective of satisfying people's psychology of seeking differences and innovation, and tap people's demand for high comfort and novelty in residences. . Developing real estate with innovation as the theme is a beneficial move for developers to obtain high profits and high returns on capital.

Beijing Fengshang International Apartment is positioned with innovation as its theme.

Fengshang International Apartment is a purely residential community, covering an area of ??2.6 hectares and a total construction area of ??100,000 square meters. Before development, Beijing Jinxiu Dadi Real Estate Development Co., Ltd. took innovation as the market entry point and advocated high comfort and low energy consumption, which was completely different from the traditional domestic "energy-saving housing". Highlight eight innovative ideas at the technical level. For example, the thermal insulation coefficient of the exterior wall subsystem is more than three times better than the national standard, and the total thermal insulation coefficient of the roof is also more than three times better than the national standard. Like other high-rise buildings, it is warm in winter and cool in summer, and a noise prevention subsystem is set up. In terms of marketing concept, four major innovative concepts are highlighted.

(3) Ecological housing theme positioning

Ecology is a buzzword in current real estate development. The demand for ecological environment is a reflection of people’s higher requirements for quality of life. The so-called ecology refers to the state of orderly development of organisms in a certain natural environment. Ecological housing is a real estate project built to meet people's psychological needs for greenness and environmental protection, harmony and freedom in the natural environment.

Qingdao Tiantai Sunshine Coast Commercial and Residential Community is a successful example of an ecological theme.

The ecological theme of Sunshine Coast permeates all details of community construction.

Revolving around the ecological theme, Tiantai Company specially hired ecological experts to participate in the planning. According to the laws of ecology, more than 60 types of vegetation were selected. Try to use some plants with high oxygen production, strong absorption of smoke and harmful gases, and low pollution. Varieties with high noise efficiency. At the same time, they also pay great attention to the seasonal and color matching of species. The water system of the Sunshine Coast is also unique. It not only has "moving water" on the macro level, but also has ecological combinations of algae, plankton, fish, grass and trees on the micro level. From this, A purely natural living water body is formed. In terms of improving the lighting, ventilation, and noise reduction of the house, we also focus on the theme of ecological positioning and use new technologies and new processes, such as full-light design, insulating glass, sunrooms, etc. In order to adhere to the theme of ecological positioning, use vertical greening methods to increase green coverage and fully reflect the ecological color; optimize planting of vegetation, improve survival rates, fully demonstrate ecological advantages, implement garbage classification and prevent pollution, and fully create a natural ecological environment for people's lives .