How to write a real estate marketing plan

How to write a real estate marketing plan 1 Marketing overview:

Real estate is a commodity concept of real estate, which is essentially different from other commodities. It is different from buying clothes you like, because buying a house is expensive and durable for a long time. The buyer must make a decision after carefully considering the situation and weighing the advantages and disadvantages, and has a strong rebound mentality. If he is slightly dissatisfied, he will change his mind. The problems considered by the buyer are rich and complicated. They should not only consider the unique geographical conditions, but also study the elegant and comfortable natural environment, and be cautious in building quality, traffic, acoustic environment, pollution and safety. It can be seen that real estate marketing is deep, difficult and heavy, and it is not easy for real estate marketing to achieve remarkable results. We should pay more attention to the intellectual investment of the brain, and have the tenacity and perseverance that Rome was not built in a day.

Second, the creative concept:

Real estate marketing planning scheme must be formed on the creative concept, in order to achieve the tenacity and strength of Fang Shangjian;

1, with high self-confidence and ambition;

2, full of competition and tireless;

3. Keen thinking and unconventional;

4. Perceptual knowledge and rational knowledge get along well;

5. Pay attention to history, respect reality and pay attention to the future.

Third, the conceptual framework:

1) focuses on shaping images and rendering tastes and ideas;

2) Show the comprehensive advantages of the building;

3) reflect the harmonious and comfortable life of the building;

4) directly cut into the consumer's life mentality.

Fourth, the actual combat process:

1, image positioning:

Summarize the comprehensive quality of real estate as a whole, and reveal the high starting point positioning of real estate from geographical location, property grade to design ideas and specific details. The so-called high starting point can be fully reflected in the overall design of real estate: learning from the experience of high-end properties outside the park and abroad, taking into account the needs of residents everywhere, from the environmental planning and design of residential areas to the aesthetic layout of public spaces; Small to air-conditioned seats, lighting in public corridors, home layout design and so on. , are carefully crafted and strive for perfection.

Good things are always different, so? Different? The word "real estate" constitutes the image foundation of this high-end real estate, which also gives it the opportunity to stand out from many real estates. For example: different geographical location, different traffic conditions, different property quality, different reputation of developers, different per capita area, different appreciation potential, different parking spaces and different community planning. This? Eight is different? Knowing perfectly well past asking this sentence has become an important clue for developers to explain the advantages of property to real estate consumers.

2. Main selling points:

A comprehensive analysis and research on real estate can be summarized into four selling points:

1) geographical location; 2) the structure of building facilities; 3), building materials; 4), apartment design. Highlight obvious advantages, which is the property index that property consumers are most concerned about.

3, draw renderings:

According to the developer's conditions and promotion needs, the overall renderings and multi-layer monomer renderings are drawn respectively. Drawing renderings should emphasize the openness of public space, rich details and high grade. Because of the sale of real estate, it is necessary to start buyers' imagination of the future. Numerous facts and examples have proved that exquisite renderings play a decisive role in marketing.

4, advertising appeal point:

1) indicates the building location; 2) Explain the historical origin of real estate site selection; 3) Explain the traffic conditions of the building; 4) Expounding the population density of real estate; 5) Expounding the appreciation potential of real estate; 6) Expounding the credibility of real estate developers; 7) Explain the architectural background; 8) Explain the comfort and warmth of the building; 9) Explain the utilization rate of real estate; 10) expounds the payment plan of the real estate; 1 1) expounds the quality of real estate; 12) expounds the far-reaching significance of real estate; 13) Explain the difference in property management of real estate.

5, advertising stage division:

Brand promotion of real estate is a long-term behavior, so we should consider strategically to make every advertisement become the accumulation of brands. It has become an important investment in real estate image. Its advertising promotion can be roughly divided into three stages:

The first stage (expected to move in in the first stage): The advertising at this stage aims to establish brand awareness, promote sales, and establish the taste, grade and image of the real estate in people's minds as soon as possible. At this stage, the investment in advertising fees is relatively large.

The second stage (from the first delivery to the completion of the second stage): This stage aims to maintain the brand and stabilize the brand image of high-end properties. At the same time promote sales. At this stage, the investment in advertising fees is relatively small.

The third stage (from the delivery of the second phase of the project to the overall completion): the advertising task at this stage focuses on maintaining the good reputation of the real estate. Can be combined with many residents who have already checked in to discuss and evaluate the real estate, promote sales through word of mouth, and complete the finishing work of sales. At this stage, the investment in advertising expenses is moderate.

Generally speaking, the whole advertising investment curve of real estate is saddle-shaped, which is a more reasonable distribution scheme according to the requirements of different sales periods and different stages of the project process. Of course, advertising and publishing at each stage should be flexibly used and adjusted according to the specific situation.

6, advertising performance:

Before the pre-sale and formal display of real estate, we should try our best to accumulate atmosphere and design a unique and unique unveiling ceremony. One week before the pre-sale visit registration, update the cloth around the current sales department and model room. It was not until the pre-sale and grand opening ceremony that the elegant and beautiful real estate model room was instantly presented to the public and passers-by. At that time, the band will play beautiful western music, guests will gather, people will visit the shuttle model, and praise will be endless. The details of the unveiling ceremony will depend on the situation.

The preview advertisement is mainly based on rendering the atmosphere, and it is released in advance with the wonderful opening and pre-sale ceremony.

7. Contents and timetable of the first advertisement:

Hold the internal subscription exhibition and the first trade fair regularly, before which the advertising preparation should be fully in place. The details are as follows:

① Property renderings.

(2) Determination, production and final calculation methods of real estate price list.

③ Design and production of sales brochures and leaflets.

④ Design and drawing of site coaming.

⑤ Design and production of publicity flags, posters and banners in exhibition venues.

⑥ Making of road signs in exhibition venues.

⑦ Design, fabrication and placement of exhibition boards (two sets, each set 12).

⑧ Creative conception and shooting of film and television advertisements.

9. Design, completion and finalization of the first five issues of newspaper advertisements.

Participate in other publicity projects of the exhibition.

Fifth, outline the selling points.

1. Establish marketing requirements:

The concept of real estate marketing focuses on the distribution of consumers and the level of demand, and then designs and plans the theme of sales strategy. Highlight the value of real estate products, and then meet the unique taste and style of buyers. Therefore, the marketing of real estate must fully conform to the development of the times in order to have an impact on the market and become a product that the public is scrambling to buy. Marketing should consider the following points.

Times: Forward-looking marketing concept conforms to the change and promotion of social form.

② Lifestyle: Fully meet consumers' living needs and be close to their consumption level.

(3) Safety: All the equipment is substantial and the facilities are perfect, which enhances the stability of life.

(4) Convenience: transportation, time, consumption of goods and extra demand.

⑤ Comfort: a modern new consumption space with the quality of meeting human needs.

⑥ Selectivity: Diversified products provide diversified choices.

⑦ Freedom: Combine life, leisure and shopping closely.

2, consumer background analysis:

① Motivation for purchasing the property:

A agrees that the function and added value of planning and design are superior to other buildings.

B: After comparative competition, we agree to this price.

C.i want to live here for a long time.

D, think that the region has long-term prospects and development potential.

E, trust the owner's enterprise scale and financial potential.

F, the mentality of maintaining value under inflationary pressure makes it sprout the purchase motivation.

② Reasons for rejecting the property:

A, consumers' own economic ability is insufficient.

B. After comparison, I think there are ideal buildings nearby.

C, individuals buy less, bearish on the market outlook.

③ Reasons for purchasing the property:

First, be familiar with the local environment.

B, full of living environment quality.

3. Design a perfect marketing campaign:

(1) Molding the unique style of products, highlighting the advantages and image in the product market, and allowing customers to affirm their taste and status after choosing products with unique positioning will have social impact.

(2) Attracting the majority of home buyers, with the strategy of real unit price and reasonable total price, can not only attract the demand for first-time home purchase, but also guide the second home purchase, house change or investment customers to enter the market to buy.

(3) According to the geographical location of the region, shape the future high value and appreciation potential of the property.

(4) Carefully select on-site sales personnel and strictly carry out case sales workshops. Salespeople should not only restrain their condescending attitude during the real estate boom, but also turn it into a supercilious attitude. Only with patient, cordial and sincere persuasion skills and professionalism can we successfully achieve the sales target as the owner wishes in a short time.

⑤ Sales staff should cooperate tacitly and make full preparations, so that customers can truly feel the natural, cordial, honest, upright and self-respecting sales atmosphere in the whole sales process. Realize? If you book a room, you won't cancel it? ,? You can sign a contract and introduce a friend to buy it? Perfect sales system.

Six, real estate marketing advertising business strategy:

1, boot cycle:

First of all, choose large outdoor billboards to arouse customers' curiosity and desire to buy with unique and novel solutions.

(1) clean and beautify the construction site, set up a new leisure style reception headquarters (making model houses as required).

(2) The contract, letter of appointment and various record forms have been completed.

③ The compilation of lecture materials is completed.

④ The price list is completed.

(5) Personnel training is completed.

⑥ Publish guiding advertisements.

⑦ Sales staff stationed.

Precautions:

① Direct visit to potential customers among the reserved customers.

(2) Understand the direction and method of business sales on the spot, and correct it if it is not timely.

(3) The business director will hold regular sales staff planning meetings to boost morale.

(4) Hold brainstorming meetings with business and planning departments from time to time, and decide whether to modify the planning strategy after analyzing incoming calls, incoming calls and regional records.

⑤ Facilities related to the reception center that often break down or are concerned by customers, such as lighting brightness, air conditioning position and temperature, atmosphere of the signing place, rain-proof measures on the roof, firmness of the exhibition scheme, etc., need to be inspected and tested one by one.

⑥ Whether the position and height of the main console, the scope and function of the broadcasting system, the console, the sales area, the model room and model, the entrance and exit and the corridor can make many customers pass very smoothly.

2. Opening period and strong sales period:

Publicity period (7- 15 days after the guidance period) and strong sales period (from the seventh day after publicity).

(1) Before the official public launch, it is necessary to attract prospective customers in the shopping guide period, cooperate with various strong media propaganda, gather people, show the sales charm of the on-site sales team and individuals, and promote orders. In addition, cocktail parties can be arranged or political and economic celebrities can be invited to cut the ribbon to enhance customers' purchasing confidence.

(2) 25 minutes before work every day, the on-site sales staff will fill in and return the information that should be filled in every day, which will be reviewed by the business supervisor and returned to each sales staff the next day, and will be informed at the morning meeting the next day to put forward emergency measures for various situations and prospective customers.

(3) The business department and the planning department hold a planning meeting every Monday to talk about this week's advertising media strategy, promotional activities (SP) projects and sales strategies, summarize sales results, and draw up a leaflet distribution plan.

(4) Draw up the leaflet distribution plan, arrange the list of supervisors, and (SP) prepare the activity personnel shift schedule.

5. Three days before 5.SP activities, select sales assistants and fake customers, and arrange lectures or drills in advance.

[6]. If SP activities are held on Saturdays, Sundays or festivals, it is necessary to call the sales manager one day in advance to assist the sales staff in giving lectures, so that they can fully understand the strategies, methods and cooperation of the activities.

Once, every Saturday and Sunday or program SP activities, make good use of 3-5 groups of fake customers, and pay attention to the natural reaction of the sales area and the main console. Every transaction, the console will be responsible for broadcasting the board, and then the company's on-site personnel will applaud together, and people in the peripheral areas will set off firecrackers and stick red paper on the spot to make the atmosphere at the scene reach the highest point.

⑻ Before leaving work on Saturday and Sunday, the business director or general manager will hold a business summary meeting to summarize, reward and punish today's calls, transactions, customer feedback, advantages and disadvantages of activities.

Levies, the implementation of responsibility performance method, each sales member to set the company's sales target or the number of responsibility, statistics every Monday, the company will immediately give bonuses to those who complete the target, as an encouragement.

⑽. Know the quantity, amount and date of replenishment, transaction and contract signing in time. If there is no replenishment or signing formalities according to the date specified in the order, immediately urge them to go through the replenishment or signing formalities.

⑾. Customers come to work and sales site for negotiation or telephone purchase, and they are required to leave their names and contact numbers, so as to implement DS (Direct Selling) during breaks or advertising time, and go out to follow up and visit customers. The business supervisor summarizes the tracking results before work every day to check whether the expected sales target is achieved.

⑿ Every Sunday, holiday or SP period, in order to cooperate with sales, the company will call the site every once in a while to make a fake appointment (if there are two telephone lines, it will take turns to call), so as to stimulate the atmosphere of on-site sales.

3. Duration (final sprint stage):

(1) After a period of official publicity and strong sales, the customer should have a good understanding of this case, and the sales staff should cooperate with the advertisement and focus on tracking to achieve the purpose of closing the transaction.

(2) Use the purchased customers to introduce customers and make campaign advertisements. And inform in advance: if the introduction is successful, the company will give a certain commission? Introduction bonus? As an encouragement.

(3) If you take the initiative to return to the customer, the trading opportunity is great.

(4) Unsubscribe and follow up, and actually understand the problem.

Sales achievement depends on whether you can go all out at the last second, so the morale at the end of sales can not be ignored.

As long as this plan is implemented in a down-to-earth manner, real estate marketing will be immediate and fruitful.