Reference for promotional slogans for viewing groups

Part 1: House viewing group activity plan

1. Theme

Seizing time and policies

2. Time to attack the market< /p>

April 13th - May 2nd, 20xx

April 13th, April 15th - May 1st, May 2nd, special market promotion and market creation session for project introduction of preferential policies House viewing group

Special topics on large-scale events

3. Activity background

On January 29, property tax collection in Chongqing and Shanghai began, attracting attention from all walks of life The property tax collection work has entered a substantive stage. The real estate tax trend is coming in 20xx!

How to catch the last train before the trend? Developers achieve smooth clearance, and homebuyers are not "taxed"? It has become the most pressing issue in the real estate industry in Loudi right now.

Loudi Real Estate Network uses the advantages of professional media platforms to build a bridge between developers and home buyers. Help home buyers to see clearly the real estate market conditions under the policy and find housing that suits them and is worth investing in.

IV. Activity deployment

The first stage: all-round publicity and market creation (April 15-May 25)

1. Publicity and creation City:

News, house viewing diary, news updates, special topics on the impact of property tax collection on home buyers, as well as this group purchase and other hot topics.

2. Survey on the mentality of home buyers: Regarding the issue of property tax collection, conduct an online survey on the mentality of home buyers. It attracts a large number of netizens who plan to buy houses to participate, and also provides data support for the "Spring Market Attack" activity.

Survey topic: Property tax is coming, will your home purchase plan be affected?

Investigate issues such as whether they support the property tax collection policy, whether they will buy a house in advance, and whether the property tax collection will have an impact on housing prices.

Special topic for this house viewing group

On March 18, the special topic for this event was launched simultaneously, and was comprehensively promoted using Loudi Real Estate Network, QQ group, SMS, etc. News cooperates to track and report the progress of the activities, and conducts exclusive interviews with senior figures involved in the project. Pictures and texts display participating properties and call on netizens to sign up.

Exclusive online group buying

A new customized online group buying model, setting up an exclusive group buying channel for participating properties. Netizens only need to click online to register to participate, achieving precise marketing for the project. At the same time, group buying discounts are set up. The more people buy in a group, the greater the discounts will be, fully mobilizing the enthusiasm of netizens to buy houses.

Special house viewing event

Call together group buying netizens and organize intended house buyers to arrive at the site.

Full support

5. Real estate support:

1. Provide text message support;

2. A full page of golden idea ads, Four issues;

3. For the special preferential policies of this event, compare the current preferential policies with the preferential policies of this event.

6. On-site group buying activities

Surprise one: you will receive good gifts when you arrive

Every customer who comes to the event can receive exquisite gifts A gift (recruitment on this website). Gifts require the selection of novel, fashionable and personalized products.

Surprise 2: Prize draw for house purchase

Owners who sign the bill on site can draw a prize at the lottery office with their receipt

Prize setting:

(1) First prize, gift value is ****** (1 person).

(2) The second prize, the gift value is ********* (2 people)

(3) The third prize, the gift value is ********* (5 people)

7. Cooperation conditions (just meet 1 of the conditions)

1. The participation fee for this event in 20xx is yuan (customized);

2. The total amount of advertising in 20xx shall not be less than that of this activity as a gift.

7. Cooperation Returns

Part 2: House Viewing Group Planning Plan

House Viewing Express Project Planning

1. Project Background

The real estate market in Maoming City has been on a steady rise since it started in 1993. In 20xx, the total construction area of ??residential buildings started was 3 million square meters, the total investment was about 2 billion yuan, and the total number of households developed was about 25,000. household. The real estate market in Shuidong, as the central city of this city, is particularly active.

At present, residential consumption has entered the retail era. The weekend RV viewing - "RV viewing on Soufun.com" sponsored by Maoming Daily and hosted by Maoming Soufun.com is in line with this market development trend and caters to real estate developers. and the needs of home buyers, which will play a good role in promoting the development of the city's real estate market.

2. Project Participants

Organizer: Maoming Daily

Organizer: Maoming Soufun.com

Co-organizer: Maoming Information Net, Sohu Maoming Branch, Maoming Online and other websites.

3. Project Content

(1) Organize consumers with the intention to buy houses to take RVs to view houses at various properties, and provide the same services to consumers

It's free and gratuitous.

(2) All real estate developers should do a good job in receiving house viewing customers and pay relevant fees on time.

IV. Charging standards

(1) All participating real estate developers charge fees on a quarterly basis, and the basic fee for each property is 4,000 yuan/month.

(2) If the same real estate developer participates in more than one project, 80% of the basic fee will be charged for the additional projects.

(3) Other special services will be charged separately.

5. Communication Strategy

(1) Communication Theme

“Searching for real estate in Maoming easily” is the goal of our service and making consumers “easy” The yardstick to measure the level of our operations. As laymen, the vast majority of consumers feel confused about real estate consumption. Therefore, buying a home easily is what most consumers want.

(2) Communication strategic goals

The strategic goals of communication depend on the target operation of XX real estate. As the first project launched by XX real estate developer, "XX" has three communication strategic goals that are consistent with its own business goals:

1. Benefit return goal

"SouFun All communication activities of "Watching RVs Online" are aimed at developing and winning the market, obtaining market resources and information resources, and obtaining good returns.

2. Brand establishment goals

Operate "Maoming Soufun.com for RV viewing" as a brand, and establish the brand of "Maoming Soufun.com for RV viewing" through systematic communication activities Image, create a unique and distinctive image of the project, and enhance target customers' sense of identification with the project.

3. Corporate image goals

Establish a good brand of XX real estate, and then expand social influence. Only from this height can we have an impact on the launch of "Maoming Soufun.com RV Viewing" Deep understanding.

(3) Overall communication strategy

1. Communication serves popularity

The core of advertising communication is to increase popularity, which means increasing consumers’ enthusiasm for participation, It is also necessary to increase the level of participation of real estate developers. Only in this way can this project win a fertile ground for growth. Based on the characteristics of the target consumer group, starting from market psychology, integrating the project's advantageous resources, disseminating the project through various channels, conveying the product power of the project to the broad audience, reaching public awareness through advertising appeals, and highlighting the project The unique business image and competitive advantages establish the project's image in the market and ultimately achieve strong popularity.

2. Leading a house-viewing revolution

With the unlimited convenience it provides for home buyers, “XX RV Viewing” has turned the largest purchase that was originally complex and troublesome into a It is easy to grasp the psychology of consumers, exaggerate the concept of easy house buying brought by viewing RVs, and lead a house viewing revolution for people in XX City.

3. Quick decision

"XX RV viewing" must attract the full attention of the target audience in the short term - only by becoming an instant hit can the product's chances of winning be most effectively improved and achieve the goal. Relative savings in cost investment. Therefore, advertising promotion should adopt "quick fix" tactics.

4. Whole-process marketing communication

Pure advertising lacks greater significance in promoting the sustainable development of the project. Promotional communication must be integrated into every aspect of the project operation, and through every A detailed marketing and promotion penetration, using various effective communication channels to continuously spread the product power and image of the project in the market.

(4) Communication channels

1. VI system planning and design

Use the XX through-train concept of easy house purchase to excavate and deduce, and establish the project’s own The VI system includes logos, standard words, standard colors, commonly used graphics, and the design of application items for various occasions such as on-site billboards, car body advertisements, souvenirs, and office supplies. Let XX truck and RV appear in front of the gods with standardized visual performance and high-quality image

2. On-site packaging

Standardized and enthusiastic on-site packaging can create a good atmosphere, quickly establish the brand image of "XX RV Viewing", and increase the enthusiasm and enthusiasm of home buyers. Transaction ratio, thereby increasing the enthusiasm of real estate developers to participate and obtaining better returns. Focus on packaging company workplaces, departure sites, car bodies, real estate, etc., in the form of billboards, billboards, guidance signs, colorful flags, banners, etc.

3. Outdoor advertising

Outdoor advertising has the characteristics of long display time and strong targeting. In the early days of RV opening, a large amount of outdoor advertising should be used to build momentum. The specific carrier is street light pole advertising on the main roads in the city.

4. Newspaper media

As the mouthpiece of the party and the government, "XX Newspaper" has high authority. As the main newspaper media for brand communication, and with its authority Improve consumer recognition of this project. At the beginning, XX KanRV's early reports were launched as a full page, including the popularity of our city's real estate market, the inconveniences faced by consumers when buying houses, the significance of KanRV's opening, and the changes that KanRV brings to consumers' home purchase consumption, etc. In other aspects, the radiating aspect of the newspaper media is used to strongly instill the message of "XX is looking at RVs" to many readers. "Maoming Daily" and "Maoming Evening News" also serve as media outlets for weekly RV viewing routes. In the early stage of the project, the newspaper media will invest more in hard copy and soft copy.

5. Maoming Soufun.com

The established Maoming Soufun.com is the real estate consumption service website with the largest amount of information and the strongest service functions. It will definitely be used as an online carrier for "XX real estate viewing and RV" to effectively disseminate the project in a highly interactive form.

6. "XX Real Estate Viewing RV" Party

A theatrical performance is held in front of the company, interspersed with prize-winning quizzes, draws, etc.

7. Personnel Communication

Establish standardized and rigorous work processes and service standards for each link, and shape the professionalism of service personnel through training and drills in conversation, body language, dress, and atmosphere creation. , enthusiastic and meticulous professional image.

6. Specific steps

(1) Preparation

1. Contact the real estate agent. Real estate developers will select about 15 properties in advance, and the property prices will take into account the needs of high, medium and low-end consumers. The selected real estate developer signs a cooperation agreement and agrees on fees and cooperation matters. The real estate developer's fee is 4,000 yuan/month, which will be charged monthly after signing the cooperation agreement.

2. Vehicle preparation. When looking at RVs, you can choose from 3 luxury buses (44 seats) or 6 Ivics (20 seats). The vehicle must be organized and a car rental agreement must be signed with the vehicle owner 7 days before the opening of the property viewing express train.

3. Personnel preparation. Establish 1 general commander, 8 on-board property consultants (including 2 reserve personnel), and 2 logistics support personnel. The above personnel must be in place 7 days before the through train opens, and the corresponding work procedures and training content must be prepared before the personnel are in place.

After the personnel are in place, organize training and practical exercises.

4. Preparation of promotional materials.

The starting point, parking stations along the way, and participating real estate sites must create a warm atmosphere. It is crucial to package the site and through trains well, and it is required to fully display the image of XX enterprise and "XX RV viewing". The required promotional materials must be produced and in place 4 days before the through train opens, and the relevant locations and venues must be in place 7 days before the opening.

(2) Operation

1. Work out the operating route for RV viewing this week every Monday and Tuesday.

2. XX City Daily publishes this week’s RV operation routes and registration notices every Wednesday and XX City Evening News every Thursday. In the initial stage of the launch, large-page hard advertisements and large-length soft articles are used to create momentum to completely change XX House-buying habits of city residents

Part 3: House-viewing group plan

House-viewing group plan for house-buying friends

1. Activity organization

ZhuPengouyou, Guangxi Real Estate Information Network, Guangxi Real Estate Street, Zhongpin.com, "ZhuPengouyou" real estate DM

2. Activity methods:

1. In the early stage of the event, a large number of full-screen advertisements, banner advertisements, forum advertisements, QQ marketing, media cooperation advertisements and other channels will be used for the project on Zhupengouyou, Guangxi Real Estate Information Network, Guangxi Real Estate Street, Zhongpin.com, etc. Directional promotion, calling on those who intend to buy shops to sign up to participate in the shop viewing group; 2. In the middle of the activity, those interested in buying shops will be organized to inspect the shops and visit the sand table in the cooperative project. The real estate consultant will explain the advantages of the project on site, recommend and guide shop buyers and shop viewing groups The project will be signed;

3. In the later stage of the event, the shop viewing activities will be reflected through news reports, special topics, forum hype, etc., and the cooperation project will achieve the purpose of publicity and promotion through the development of shop viewing activities.

3. Activity process:

4. Cooperation method:

Zhufengyou will promote and organize shop viewing activities based on the products of the cooperative unit, and the activity execution Cost: ? Yuan. During house viewing activities, cooperative projects must provide relevant preferential policies. If Zhufengshouyou netizens reserve more than one unit for a cooperative project, Zhufengshouyou will charge a commission of: Yuan/unit.

5. Activity promotion:

6. Activity fee schedule

Zhupengouyou Culture Media