Planning Plan for Housing Fair

Real Estate Fair Planning Plan (1)

1. Planning Background

Since the beginning of spring, the real estate market transactions have been active, land transactions have rebounded, and coupled with the financial crisis, residents There is a strong wait-and-see atmosphere for home purchases. After the wait-and-see period, will the hard consumer demand for home purchases that has been suppressed for a long time be released before and after the exhibition?

2. Survey and Analysis

The real estate market is currently in a stage of gradually recovering confidence, and hosting exhibitions is an important means to build confidence in the market. According to general rules, the real estate market is in Demand will be released in April and May. Therefore, most developers are not waiting passively, but are gearing up to show off their talents at this exhibition in May and grab the first piece of "cake" after the property market picks up.

Spring and autumn have always been the peak sales seasons for real estate. The number of new listings and transactions in the spring real estate market over the years have been quite vigorous, so we cannot let go of this good opportunity to promote projects. Buying a house in Nanyang is relatively narrow. Under the circumstances, the semi-annual home delivery fair will provide more choices and more preferential plans, which will become an important reason for home buyers to complete their consumption behavior. Considering that the real estate fair has a high flow of people and a transaction rate , publicity will become a favorable opportunity for effective promotion of Kunming real estate. On the other hand, resource optimization is effectively achieved.

3. Publicity Strategy

(1) Target Audience:

According to the survey and research, the primary target audience for this communication is Kunming City, and those who plan to buy a house in Kunming Ordinary people in surrounding cities, focusing on middle-aged people aged 25-40.

(2) Purpose of participating in the exhibition:

1. To convey project information, collect and accumulate customer information;

2. To lock in customers and use preferential conditions to conclude transactions;

3. Establish corporate brand image, promote products, and conclude transactions;

4. Vigorously promote the functional elements and advantages of its properties, strive to accumulate as many customers as possible, and obtain Better sales performance;

5. Give the real estate industry a platform for communication and build a centralized project display platform by holding real estate fairs;

6. With the real estate industry as the leader, Integrate a more complete exhibition industry chain, drive the participation share of downstream industries such as home building materials, real estate agencies, and finance, and create a comprehensive exhibition of real estate, home furnishing, and building materials.

(3) Sales strategy:

This project has accumulated very few customers in the early stage. In order to ensure that our project can ensure a certain transaction volume during the opening period and achieve a "blowout" effect, It will also establish a good reputation among the industry and consumers, so it is believed that May 1st will be a fitting point to accumulate customers for the opening. ?

(4) Publicity media:

cctv Mobile Media, Yunnan Daily, Yunnan Information Port.

IV. Exhibition activity time and location plan

(1) Time

1. Full time: April 20, 2012 - June 1, 2012

2. Work plan arrangement:

(1) Work preparation from April 20, 2012 to April 25, 2012; public relations, personnel selection, venue, publicity materials and other things in place;

(2) Pre-campaign from April 26, 2012 to April 27, 2012: banners, ribbons, floating balloons, slogans, posters, etc.

(3) From April 28, 2012 to April 30, 2012, check whether the equipment is complete and complete, and whether the venue layout is in place.

(4) Detailed operations from the beginning to the end of the housing exhibition from April 30, 2012 to May 30, 2012.

(2) Location

Kunming International Convention and Exhibition Center

5. Communication theme

The communication theme of this exhibition should show the overall Image promotion and establishing a unique brand image must also achieve the purpose of the housing fair and stimulate consumer purchasing needs and desires.

Exhibition theme: Find a home for every dream

6. Exhibition process

1. Understand the process and negotiate the exhibition period

The exhibition organization’s situation, exhibition content, initial arrangement date for the exhibition, and request the exhibition organization to provide a simple exhibition evaluation report and related information.

2. Sign a contract

Sign an exhibition venue usage contract with the exhibition marketing department, receive technical drawings of the venue, and refer to the booth map and exhibition procedures.

3. Advance payment

Pay the venue advance payment to the Finance Department of the Convention and Exhibition Center.

4. Provide detailed exhibition information

Provide the exhibition booth map, electricity and water requirements and booth rental matters to the exhibition service department as soon as possible.

5. Determine the specific matters of the booth

Carry out the venue layout, including the specific matters of the opening ceremony.

6. Checkout.

7. Exhibition content planning

Planning purpose: Taking the May 1st holiday event as an opportunity, taking public welfare activities as the main line, and jointly with the Kunming Municipal Labor and Social Security Bureau and other relevant The department cooperates with a series of continuous and operational activities to fully display the project, further promote the project, enhance the project's visibility, explore potential customers, find intended buyers, and ultimately achieve the transaction goal.

(1) Real Estate Fair Activities

1. Project Display Fair

2. Kunming Real Estate Forum

(2) Exhibition Exhibition content

1. Real estate industry display

Real estate development companies inside and outside Kunming, quality real estate projects, second-hand housing, property management companies, construction industry building materials and decoration companies, real estate consulting agencies , real estate price evaluation agency.

2. Real estate related industries

Model production companies, financial industry, insurance industry, design companies, household products, various decorative materials, equipment and technology, etc.

3. Others

Exhibition of outstanding advertising works for home appliances, investment, cooperation projects, and real estate marketing.

(3) Exhibition area setting

1. Branded delivery room exhibition area

Exhibition objects: real estate developers

Exhibition qualifications: Obtained real estate Legal sales license, good image, good quality, fast progress, and guaranteed opening within the specified time.

2. Villas and high-end property exhibition area

Exhibitors: real estate developers and supporting service organizations

Qualifications for exhibition: Obtaining a legal real estate sales license and having a good image , high-end real estate with good quality and guaranteed move-in time, as well as high-end supporting facilities such as furniture and artist decorations.

3. Venue professional service exhibition area

Exhibitors: brand intermediaries, well-known advertising planning companies, professional media, architectural planning companies, model production companies, brand property management companies, well-known financial companies insurance agency.

Exhibitor qualifications: Residential professional service organizations with legal business licenses, good image, and good reputation.

8. General Strategy

1. Preparation for the housing exhibition

2. Contact the exhibition company

3. Formulate and confirm the exhibition plan

4. Booth layout

5. Model transportation

6. Housing exhibition execution

7. Property introduction

8. Information distribution, customer registration

9. Real estate exhibition effect analysis

10. Customer information collection

11. Customer telephone return visit

1. Preparation work

(1) Government public relations; obtain official co-operation from relevant departments to obtain more advertising rights, such as ground advertising throughout the venue;

(2 ) Booth layout: including brackets, inkjet printing, lighting, display boards, tables and chairs, and TV promotional videos;

(3) Publicity: formulation of promotional materials, distribution method, location, audience, property price description, gifts Distribution, participation in draws, etc.

2. Preliminary momentum building

(1) Starting from April 20, hang and post promotional posters, set up rest areas, and establish equipment and personnel;

(2) There will be dedicated personnel responsible for cleaning the venue, maintaining order at the venue, and creating news effects;

(3) Hanging balloons, posters, and banners.

3. Operations from the beginning to the end of the housing exhibition

(1) Image and special leaflets; advertising, divided into interior decoration advertising, image advertising, event advertising; personnel distribution and promotion book.

(2) Communicate with buyers or potential customers who come to visit and register customers.

(3) Distribute gifts and participate in draws.

(4) On-site explanation, project introduction, on-site subscription, on-site signing, and registration.

4. Establish customer information and call customers back to visit

The purpose is to provide consumers with reference, as well as effective market research, and prepare for later investigations, and later publicize the approaching housing exhibition. At the end, try your best to guide and prepare for the next promotion and sale of the house.

5. Preparation for the event

(1) Exhibits

Product spokesperson.

The exhibits mainly include models and sand tables. It is impossible for the real estate industry to move the actual building to the exhibition site. It can only reproduce the quality and image of the real estate through models and sand tables.

(2) Information

Product and product image salesperson

According to the survey, most developers have insufficient information preparation when participating in exhibitions. Pity. The developer's information is often sufficient on the first day to ensure supply, but on the second and third days, there is no information to send. This is very abnormal. The developer should hold the sales manager accountable. If there is a shortage of information, the exhibition fee will be wasted. In this way, “firstly, time is wasted, secondly, energy is wasted, and most seriously, customers are lost. The paper and printing of promotional materials should be exquisite, the layout design should be easy to read, and the pictures should be as complete and clear as possible. These materials are The first impression given to customers. When participating in a large-scale real estate exhibition, the exhibition materials and publicity planning reflect the overall quality of the company. Moreover, the business cards of the exhibitors must be prepared.

　(3) Exhibition arrangement

Strengthen image design

In terms of booth design and decoration, it must be consistent with the real estate and corporate culture, and also highlight the characteristics of the project. It not only promotes the project for sale - real estate, but also promotes the good results of the developer.

The exhibits themselves cannot explain all the situations and show all the characteristics. Appropriate charts, information, photos, models, props, models or commentators and other real objects are needed to illustrate with the help of decoration, scenery, lighting, audio-visual equipment, information technology and other means. , emphasis and rendering. For example, you can consider using models for display, or contact the exhibition organizer in advance to arrange a special performance to arouse the interest of exhibiting buyers. In terms of setting up the exhibition, you must be willing to spend money and not be stingy. You may consider adding video recorders, computers, flowers, green plants and small gifts to make it look grand, solemn and warm, so as to leave a deep impression on visitors.

6. On-site activities

The purpose of the event: strive to achieve "every day activities, everyone participates, and everyone gains something" throughout the exhibition activities.

Activity 1: 200-300 VIP card numbers will be issued at the housing fair. The holder of the number will go to the sales department to receive the VIP card. The holder of the card will receive a discount of 5,000 yuan when purchasing a house with the card.

Activity 2: Before and during the exhibition, if you arrive at the convention and exhibition center on the hour, you will receive a small gift. Customers who participate in house viewings or seminars will receive a house purchase voucher worth 5,000 yuan.

Activity 3: Lucky draw, the first prize will receive a house purchase voucher worth 10,000 yuan.

7. Budget budget

(1) Publicity fee: 5,000 yuan (including newspapers, Internet, media)

(2) Venue rental: 20,000 yuan

(3) Promotional staff salary: 100/day/person for 5 days? ***500 yuan

(4) Activity supplies and clothing costs 200 yuan/body 6 1200

(5) Mineral water 200 yuan, spare equipment, computer, 2 stereos, 1 set of office supplies

Looking at 2 RVs? Estimated consumption: 23,300 yuan

(6) Emergency expenses and others 50,000 yuan

Total: 100,000 yuan

8. Activity effect prediction

(1) Exhibition audience quality, audience activities;

(2) The number and quality of visitors in the booth;

(3) The number of samples and materials distributed;

(4) The quality of visitors’ questions;

(5) Sales contract and intention;

(6) Job classification of professional visitors in the booth;

(7) Proportion of non-professional visitors in the booth ;

(8) Customer calls and visits after the exhibition;

(9) Buyer contracts from the exhibition within three months after the exhibition;

( 10). Professional media’s response and reports on the company’s participation in the exhibition;

(11) Collect market information on product development, quality and price;

(12) Exhibition booth Number of visitors from related industries within the booth and from outside;

(13) Ratio of the number of new and old customers in the booth.

At the same time, the preliminary preparations for the exhibition and the information and effects obtained within a certain period of time in the later period should be included in the exhibition evaluation system, so that it is possible to fully evaluate the company's marketing strategy and business level, as well as the exhibition effectiveness.

9. Contingency plan for housing fair emergencies

(1) General principles

1. Purpose of preparation. In order to effectively prevent and quickly handle real estate market risk emergencies, minimize the harm and losses caused to society by real estate market risk emergencies, maintain the steady and healthy development of the real estate market, promote steady economic growth, and maintain social stability, this document is specially prepared. Plan.

2. Scope of application. This plan is applicable to the prevention and emergency response of risk emergencies in the urban real estate market of this city.

(2) Working principles

1. Unified command and hierarchical responsibility.

2. Prevention-oriented, mass prevention and control.

3. Strengthen security and focus on construction.

(3) Emergency organization structure and responsibilities

Establish a leading group for emergency response to risk emergencies in the municipal real estate market. Responsibilities of the leading group: Responsible for unified decision-making, organization, and command of emergency response actions for risk emergencies in the city's real estate market, convening emergency meetings, studying emergency response principles and methods, proposing disposal plans, assigning emergency response tasks, and coordinating , Assist relevant departments and units to carry out emergency response work. Report relevant information and disposal plans for emergencies to the Municipal Party Committee and Municipal Government.

(4) Emergency activation

1. When a real estate market risk emergency occurs, the incident unit and the department or institution that is first informed of the emergency should be the first to respond. Report relevant information to the leadership team office immediately.

2. After receiving the report, the leading group office should immediately report to the leading group leader and deputy leader.

3. After receiving the report, the leader of the leading group promptly convened an emergency meeting of the members of the leading group, initiated the emergency plan, established a disposal working group, studied the risk disposal plan, organized on-site investigation and disposal in a timely manner, and in 2 Report to the Municipal Party Committee and Municipal Government within hours.

(5) Emergency Response

1. The member units of the leading group should perform their respective duties and take effective measures by utilizing the business resources, professional skills and work experience of the region and department. Carry out emergency response work.

2. The leading group will dispatch an emergency working group as needed to guide the emergency response work.

(6) Preview

Departments at all levels should focus on emergency rescue work, strengthen training and drills for relevant personnel, and be familiar with relevant emergency plans and procedures, and understand emergency response Support forces, medical treatment and other knowledge, keep information flowing, and ensure the connection and coordination of responses at all levels.

Real Estate Fair Planning Plan (2)

Any small market will be affected by the big environment. At present, customers do not have bad expectations for a certain property, but for the entire county. Market expectations are not good, so the current large real estate market in Shanxian County needs to be heated up. Only when the entire market heats up, our individual case planning will have better results. In response to this situation, I have formulated this plan.

1. Theme: Shanxian’s First Real Estate Fair

2. Organizer: Shanxian Real Estate Administration Bureau

Co-organizer: Shanxian Real Estate

3. Purpose: To heat up the transaction atmosphere of the county’s real estate market, attract the county’s people’s attention to real estate market opportunities, reduce wait-and-see mood, increase market popularity, and promote overall purchasing desire.

4. Time: The eve of the Spring Festival (the event lasts for half a month, the specific time is to be determined). Because migrant workers return to their hometowns during the Spring Festival, the time is more suitable. In addition, it is organized by the Housing Authority, and the discounters are famous (such as celebrating The first real estate fair in Shanxian County has successfully begun, etc.).

5. Method of organizing activities: First, Yongshun Real Estate will communicate with the Housing Authority, and then communicate with the marketing director or planning director of all properties for sale in Shan County on specific operational methods. My personal suggestions are as follows: During the real estate trade fair, the housing authority will issue uniform cash coupons for home purchases, which are common to all properties or have the same points as the additional discounts; during the event, the on-site packaging and promotion of each property will carry the real estate trade fair and ** *Same as additional discount points.

6. Promotion methods: County-wide mass text messages, TV advertisements, TV news, outdoor advertisements, outdoor electronic large screens, etc. The cost is borne by each building.