Real Estate Issues Who knows the story of a Persian cat and a Song Dynasty bowl?

1. Concept

1. What is the key to success in real estate projects?

Example: The key to a successful football match

Basic skills - Coaching - Tactics (skills and coordination)

(Basic) (Core) (Key)

What makes a movie successful?

Script - Director - Actor

(Basic) (Core) (Key)

※ Project - Planning - Sales (all are indispensable)

(Basic) (Core) (Key)

The purpose of real estate is to convert houses into money

2. There is no real estate that cannot be sold; Unsellable marketing

Meaning: As long as the marketing is done well, then the house will definitely sell.

What is marketing?

※ Marketing: Operation is operation, operation is planning, and sales is sales.

2. Product planning, responsible for marketing

1. The sale of real estate is to sell with a plan, which is called real estate marketing.

Boss - Engineering Department - Sales Department

2. Planned marketing has two benefits:

① It can increase the value of the product itself or the product of secondary value. (Selling higher than similar products)

② Planned marketing may work wonders.

Example: A story about a Persian cat and a Song Dynasty bowl.

3. When did marketing start to enter the stage?

It should be said that I have already entered the state when I looked at the land.

4. Real estate marketing not only includes sales, but also includes all marketing activities related to marketing: market research, participation in decision-making, planning and design, establishment of market channels, advertising, marketing, etc.

Marketing runs through the entire real estate development process.

Banks help the rich, not the poor.

Why are there so many bad mortgage companies across the country? After they went bankrupt, they became mortgage companies.

Before starting a project, you must consider every detail carefully.

What are the brakes on real estate projects? It's marketing: one is planning and the other is sales.

5. What to do if the house cannot be sold, and what the reasons are, must be carefully considered and considered maturely.

Location, supporting facilities, unit type, price, planning, design (facade, gate, fence)

3. How to defeat the enemy on site? (Come and kill one)

(1) Ten tips

1. Exercises are preparation before war

Simulation is the realization of the battlefield, building momentum for the opening .

2. The signal flare rises from here, the setting of the battlefield and the location and layout of the sales office.

3. This is how steel is made. The eight qualities of a salesperson, the composition of a marketing organization, and the weapons used by marketers.

4. As soon as the expert listens to the audio, he will know which part talks about the skills of answering the phone.

5. A small amount of medicine can cure a big disease. Talk about how to conquer it and negotiate with customers.

6. Brain teaser, how to accompany clients to view houses.

7. What should you pay attention to when signing a contract?

8. Become a People's Liberation Army first, then become a People's Liberation Army, customer management.

9. Clean the battlefield and hand over the room.

10. The first round of real estate attack ads.

It takes three years to train a marketer to be qualified for this job.

Building momentum: It is to create a momentum, a dream that is visible but intangible.

a: Divided into two parts:

1) Soft advertising: some activities (information conferences, press interviews, etc.)

2) Hard advertising: Television, newspapers, radio, car bodies, neon lights, soliciting slogans, soliciting room types, soliciting advertising agency rights, etc.)

Building momentum: expanding influence and momentum.

b: Image building: divided into two parts

Hardware building: brand, concept, club, environment.

Software to build momentum: promote the brand (balloons, orders, banners, slogans).

Dispatch: As the grade of real estate increases, the quality of the order is not reflected.

Selling a house off-plan: It is necessary to build momentum in the first three months. If the momentum building function is not available, then the marketing function will be reduced, and the sales time will be long.

(2) The setting of the sales office (32 words)

Visible and tangible (the signs must be obvious)

Recognize and remember Live (referring to customers who have been here once and must remember it; if they have never been here before and heard from others, they must recognize it when they come)

Accessible and close (there is a parking place, near the station) < /p>

It can go up and it can come down

It should be reasonably big and small enough (if the property is large and the price is high, it must be classy, ??stylish and simple)

One person cannot sell a house, it must be a team operation.

It is very important that the sales office gives a good overall impression:

The grade of the hotel, the procedures of the bank, the warmth of home, and the service of the stewardess.

(3) Weapons

The sand table is an important weapon, reflecting: ecology, sports, and modernization.

Ecology: environmental protection, green, fresh air, a kind of living space.

Model house: House type, customer management department prepares a form (customer resume, preferences)

Answer the phone: Service (price) buys a psychological balance.

The momentum of the store is created by everyone.

The sales department can play music (recruit people) and control the rhythm.

(4) Tips for answering the phone

Voice: It is the business card of the company, the voice of the boss, and the attitude, taste, age, education, mood and company grade of the person who answers the call. A true portrayal. (Headquarters)

Four sentences: There are too many customers. Let’s make a long story short. Tell us the address clearly and we’ll see you tomorrow. (Onsite)

(5) Big weapon: you must answer customer questions (unified speech)

It is made with the cooperation of three major departments: Marketing Department (Development Department), Sales Department Department, Planning Department

For example: who is the developer, what properties have been developed before, prices, supporting facilities, and engineering issues.

The boss has two functions: 1) Navigation 2) Logistics director.

Kill every customer when they see you: If you answer customer questions, you won’t be afraid of being upset by them.

How to negotiate with customers (the garden is big, but the things are very small)

Principle: Say hello and look happy.

A cup of hot tea will dispel any doubts.

Don’t talk about the house, talk about friendship.

Listen first and speak later to understand each other.

Know yourself and the enemy, and he will be suitable.

When it comes to comparison, you cannot refute it.

First YES, then BUT.

Making friends with customers and praising them is a pioneer.

Don't brag, don't yell.

Evenly matched, man-to-man. (Come four to see the house, six people will come, focus on the person who can make the decision)

(6) Sign the contract, sign the contract

Dedicate someone to sign the contract, be quick and don’t delay.

Customers with complaints must go to the "VIP Room" and avoid other customers.

Four points: Thank you first, think about tomorrow (try not to let the customer read the contract carefully)

Write quickly, calculate quickly, and see you soon (after signing the contract, don’t keep him)

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Customer’s hesitation: ① house quality ② price

Accompany the customer to look at room types, no more than two units.

Forced booking: the manager does not have the power to discount (depending on the situation), The quality of our properties lies here, what we do is a brand and a popularity. (Then give examples)

You must have team spirit and cooperate.

IV. Product Planning

Product customization is based on the entire market orientation and through precise market surveys, analysis, and research to understand consumer needs, acceptance, and purchasing power. , and then create tailor-made products to achieve comprehensive sales results.

① Overall economic analysis: politics, economy and trade, capital, stock market, real estate related disputes, etc.

Funding situation: It mainly depends on where the bank places loans this year.

For example: capital construction or energy infrastructure, mastering this information will have an impact on the entire real estate. Once it enters the market, trade will definitely benefit. Real estate prices will definitely rise. Foreign funds will come in in large quantities. When the time comes to open factories, real estate will be needed. There will be many people opening companies. Then real estate will be second only to trade. It will definitely Go up.

As for the stock market: The rise in the stock market has had a great impact on real estate.

Tianshi; The central government advocates that the basic growth point of real estate must be cultivated, because only real estate projects can drive the development of more than 130 to more than 150 industries. After buying a house, such as: TV, refrigerator, Decoration etc.

Poor location: The country’s market needs bank deposits to be spent by the people. In other words: the people’s 6 trillion yuan in deposits are to be withdrawn. If they are not withdrawn, there will be a crisis in the country’s finances. There is no way to change the obstruction phenomenon. We must ensure the balance of the national economy. Therefore, if money is deposited in the bank, the bank will collapse. The money will not be released, and if it is released again, it will not be released. Banks rely on interest, so giving The mortgage on the house is very safe. If I don't pay back the money, I have the real estate certificate in the bank.

Human Renhe: After the reform and opening up, people are moving towards higher places and living a good standard of living: having a good house to live in, a car to drive, money to travel, and a villa to live in, earning tens of thousands of yuan a year Deposits, and another issue is children: getting admitted to key schools.

a. Cultivate the quality of the entire nation.

b. You can take out people’s money.

c. The child’s problems can be solved.

② Analysis of the community environment:

The location solves a business district:

For example: the municipal government invests in a park near the community, which determines the appreciation of the community. We must make good use of these aspects: transportation problems, market problems, various business district problems, bus problems, etc. will all be restricted, and the community environment must be fully considered.

③ Analysis of major investment plans related to the base:

Housing areas: transportation construction, park development, large-scale joint venture projects. Pay attention to the house planning. You must have friends in the planning bureau who know the benefits of improving the quality of the house. Otherwise, they will make a large-scale joint venture project for you.

④ When making products, you should consider: the recent trend of the real estate sales market. (Clear)

Type of product: When building a villa, you need to find out who the villa in that location is being sold to, the sales rate, the sales volume, and the strength of the opponent)

⑤ Data analysis of similar properties (rival relationship)

Quantity, type, and sales rate of products

⑥ Planning features: It is a kind of packaging.

Opening price: open high and go low

Open low and go high

Open medium and go low

After an item opens, Is it possible to buy at this price? If it is very popular and can be bought, it will be "up". On the fourth and fifth days, the price will start to rise from the advertisement. Rooms are bought up and not down. "The more you buy, the more popular you will be." Which one? If real estate prices fall, there will be no customers to buy them. If the real estate prices rise more and more, they will be encouraged to move up.

Packaged products can be sold at high prices to ensure profits, and it is impossible for customers to buy properties that have skyrocketed in price.

⑦ The positioning of main products must be 100% accurate.

You can’t just make one main house type.

A good product should have: exemplary functions, word-of-mouth functions, and demonstration functions.

Product positioning: advantages, disadvantages, opportunities, dangers (key).

Watch an advertising war, defeat your rivals (similar products), and eliminate your rivals and main units.

Analysis:

Profit target: (return on investment)

Low price → low property profit → fast sales

The price is set high → property profits are high → sales are slow

Lost the opportunity to compete with others

Orientation, landscape, level (related to pricing)

a. The 1-2 floors are gloomy in winter and the light is not good, so they must be sold quickly in summer.

b. Environment: Don’t always talk about the house, but more about the environment, landscape, and green space.

c. Good houses can be sealed up a little.

1) What is a project? To catch a project is to catch a case.

It is a general term for the creation of resources related to index features.

It is the process of accumulating, creating, expanding and beautifying resources.

For example: a shabby piece of land becomes the most beautiful community in the country after a few years. This is a process of beautifying resources, expanding resources, and creating resources.

Project demonstration:

① Land: good land, bad land; mountainous land, flat land; large land, small land; prosperous land, bad land, auspicious land; mature land, raw land; whole land A piece of land, a piece of scattered land; a piece of land with a high value, a piece of land with a low value.

For example: the land used to be a factory, then this is cultivated land. It is better to make mature land and it will not sink. Raw land will sink 5-10 centimeters. (After 3-5 years of farmland) the walls will Cracked, the house tilted.

You must keep a clear head when looking at the ground, and you must also have a clear understanding of the previous situation of the ground. Investigation of local folk customs, investigation of local economic conditions, consumption investigation, and investigation of competitors.

Qualitative: There are image positioning, grade positioning, unit positioning, price positioning, customer source positioning and function positioning.

② Brand:

Quality refers to the pros and cons, price and environment of the entire planning and design project.

The brand refers to image → style, landscape, greening, lifestyle, property, quality, security, sports, entertainment, education, public security, medical care, doors and walls, and house facades are all indispensable.

Corporate culture

Composition: the company's philosophy, slogans, goals, qualification standards, reward and punishment regulations for managers and employees, the company's image, the company's personality charm, and the team building model , employee training and mechanisms, team training, etc.

The most important team building: A good team is a leader. The locomotive must be fair, collective, and driven, and can drive the enterprise.

“Wealthy employees, strong enterprises, beautiful homes”——Philosophy

“Let all developers who trust us earn profits”——Slogan

Diligence and dedication , able to endure hardship;

Educate people wholeheartedly and lead the team;

Erudent and knowledgeable, understand tactics.

Three essentials for a salesperson: don’t oversell the house, don’t sign the wrong contract, and don’t lose the money.

“Customers are friends” – You cannot communicate with God, but you can communicate with friends.

Sales office layout: from inside to outside

a. Exhibition area

b. Negotiation area

c. Sample area

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d. Parking area

e. Gardening and landscaping

Main supporting facilities: large signboards, sales flags, and a small children's playground. < /p>

Selling points should be clearly stated: greening, sports, security, door view, traffic ratio, price