How Real Estate Agents Intensive Work in Business Circle

How Real Estate Agents Intensive Work in Business Circle

Many of us know that the business circle is intensive, but what is it? How do real estate agents intensively cultivate in the business circle? Let's take a look at you!

First, what is intensive cultivation in the business circle?

To put it simply, intensive cultivation in the business circle means actively contacting or interacting with customers in the business circle where the store is located. This is an operational job, which aims to maintain relationships at any time, explore potential customers and build word of mouth in the store. Real estate agents are responsible for market research, analysis, planning and comprehensive grasp of real estate market information in specific market areas, and draw up marketing strategies in business districts at any time through the information in business districts to realize systematic business district development and marketing, so as to achieve and produce the highest performance in specific areas. In the actual operation of real estate intermediary stores, one or more stores can be operated at the same time in its specific market business circle area.

Intensive cultivation in the business circle is actually one of the basic operations of intermediary stores and brokers. By delineating the surrounding business districts, communities and real estates, and then intensively cultivating them, from a general understanding of the transportation, commercial outlets and educational facilities in the surrounding real estate communities to a familiarity with the number of households, occupancy rate, property fees, investment and occupancy status of real estates, brokers are required to know the real estates like the back of their hands.

Second, why should we intensively cultivate in the business circle?

Real estate agency business is actually like a spider web, which needs a wide range of contacts. The so-called intensive farming in the business circle is just like farming. If you work hard and seriously, you will have a bumper harvest. Farming in business circle is the most time-saving, effective and direct method. Intensive cultivation in the business circle can also enhance the popularity and trust of intermediary company stores in this business circle, thus improving the transaction rate of nearby communities. Do a good job in breeding in the business circle, the market share will naturally increase, and the number of customers will continue. Colleagues can keep the company's regional advantages for a long time.

The benefits of intensive cultivation in the business circle to stores and brokers are obvious. First of all, through intensive cultivation in the business circle, when customers ask about relevant real estate information, brokers will fully show their professional quality and service quality, thus establishing a professional and dedicated broker image in the hearts of customers. And for most mid-to high-end customers, their purchase goals are often quite clear, and they often directly specify the intended real estate they want to buy. Through intensive cultivation in the business circle, brokers will greatly shorten the development time of products designated by customers and significantly improve the matching rate of real estate transactions.

Why is the business circle intensively cultivated?

1, because the distance is close, it is convenient to visit merchants and show sales, saving time;

2, a large number of market conditions and market dynamics, can be more in-depth understanding;

3. Specialized regional management and effective resource allocation;

4. Strengthen contact with community neighborhood committees, property managers, security guards, people of all colors in the community and various business outlets in the community; First-hand access to housing and customers to be rented and sold;

5. Establish a business circle map, a business circle questionnaire and a regional market table, and become a real estate consultant for the community;

6. Participate in club activities, tap potential customers, and ask people in their business circle to name you when buying and selling houses.

Remember! Deep ploughing is rooting. Intensive cultivation in the business circle will make repeat customers and potential customers look for you as consultants, so that you can achieve the effect of gathering customers. You care about them as much as people in the management area, become their professional consultant, and your natural achievements will roll in.

With the continuous maturity of the real estate market, intensive cultivation in business circle is becoming more and more important for intermediary companies, stores and brokers. Especially at present, the market is in the buyer's market. How to meet the requirements of property buyers and quickly lock in suitable houses has become the key to real estate transactions, which is precisely the essence of intensive cultivation in business circles. Intensive cultivation in the business circle can form local advantages. No matter how powerful your competitors are, when you focus on a certain block, you can form a local advantage. Be the biggest fish in a small pond? Beat your opponent. We don't need to worry about the number of shops in the same trade. As long as you can operate deeply in a specific business circle and win the trust of customers, you can still be a winner.

Generally speaking, we take the store as the center, take the cycling distance as the unit, and form the core business circle within 10 minutes if it is around the store.

Third, the division of business districts.

It takes 10 minutes to 20 minutes to be a secondary business circle, and it takes more than 20 minutes to be an influential business circle.

Or we can divide it like this, with the store as the center, 3 to 5 kilometers around the store as the core business circle, 5 kilometers to 10 kilometers as the secondary business circle, and 10 kilometers as the influence business circle (the scope of small cities can be appropriately reduced). Our intensive business circle is generally in the core business circle, and the secondary business circle mainly does some daily development and stationing. The centralized display activities of real estate houses such as OPENHOUSE can be carried out in influential business districts (generally, several stores of the company jointly do centralized display of houses, market research and other activities).

Core business district: The core business district is the closest area to the store, with a high-density customer base, which is convenient for ordinary customers to patronize. Customers in the core business district generally account for 55-70% of the store's turnover.

Sub-business circle: Sub-business circle is an adjacent area outside the core business circle, and it will take some time for customers to arrive. Customers in this business district generally account for 15-25% of the store turnover.

Influential business circle: refers to the area that stores can reach or have influence. Customers generally don't arrive directly, but come to the door through advertisements such as OPENHOUSE, which generally accounts for less than 10% of the store turnover.

Fourth, the main content of intensive cultivation in the business circle

1, building name file establishment (building height, building age, appearance, characteristics, how much is the property management fee? )

2, the number of interchange street, the distinction between residential types in the business circle (the distinction between old and new residential areas, floor, grade, household level, size environment? )

3. Street corner, street corner store name.

4. Road quotation and house price analysis (in sales, the quotation of completed transactions is filed)

5. Understanding and analysis of pre-sale cases (launch date, number of saleable households, average unit price, main store type, parking space price, appeal focus, product features, sales rate, and analysis of important customers? )

6. Case analysis of the inner residence or elite in the area where the business circle belongs.

7. Development and evolution of the business circle (past, present and future)

8. The cultural background of the area where the business circle belongs.

9. Investigation and statistics of important public facilities (parks, green spaces, parking spaces, school districts, traffic routes, landscapes, etc.) in the area where the business circle belongs. )

10. Statistics on the number of bulletin boards in the business district.

1 1, population structure and household statistics.

12. Establish a list of institutional arrangements for buildings in the business district (development letter, self-recommendation letter, birthday card, greeting card, small gift, from company DM, etc.). )

13. Establish good relations with managers of shops, buildings or communities, small supermarket owners, water and electricity meter readers, community leaders, newsstands, postmen, etc.

14. Understand, analyze and compare houses sold by companies and peers.

15. Grasp the trends of urban planning (road planning, parks, parking lots, libraries and other public facilities, major traffic construction planning and completion date, land acquisition, reorganization, change of use, etc.).

16. Cooperate with neighborhood activities, mainly by taking an active part and establishing the image of yourself and the company.

17. Statistical survey of vacant land and houses in this area.

18. Establish good relations with business circle development companies and seek post-development agents.

19, find the fixed-point image, the location of billboards such as houses.

20. Review the business circle trends regularly, change the strategy at any time, and take the initiative to go out.

(1) divide all the arranged business districts into several parts reasonably, and arrange the itinerary in a planned way according to the time.

(2) Plan the walking route on the map in advance. You can take the zigzag route and take notes.

(3) The recorded roads shall be marked with their names and driving directions, and the names and house numbers of the properties and facilities shall be listed in the schedule of the business circle map.

(4) Go back to the store and rearrange and summarize the records of the day.

Five, the mode and classification of intensive cultivation in business circle

Classification of intensive cultivation in business circle:

1. Intensive cultivation of real estate: refers to intensive cultivation and understanding of the real estate in the business circle to which the store belongs.

2. Deep connections: establish deep personal relationships with all kinds of people in the business circle to which the store belongs.

Intensive cultivation mode in business circle;

First, directly stationed.

1. The company will come forward to establish cooperation with the property management company of the annex building (public to public).

2. The company will come forward to establish cooperation (public-private partnership) with the attached building property management personnel.

3. Cooperation between brokers and employees of property management companies (private to private)

Second, indirect access (daily targeted development, sales and display)

According to the actual transaction or performance demand of the store, we selectively carry out daily business circle entry, sales, housing display and other activities in our own real estate.

Six, the steps of intensive management of business circle

Steps of intensive management in business circle:

1. Make a business circle investigation plan, including defining the business circle scope, investigation cycle and items, number of participants, division of work, drawing up administrative maps and business circle division, preparing articles, decomposing investigative steps, implementing supervision, designing business circle investigation papers, and controlling variables. Business circle survey can be divided into three forms. The first form is family interview survey, the second form is field survey, and the third form is questionnaire survey on traffic flow, people flow brought by public facilities and other people flow in the project area.

2. Preparation before business circle investigation: Brokers participating in business circle investigation should study hard, fully understand the importance of business circle investigation, and put forward vague matters and suggestions that they think are reasonable to their superiors before taking action. Prepare a series of articles, including business cards, vehicles, various documents, brochures, pens and paper, maps, etc. Be familiar with and prepare the survey objectives and content arrangement, as well as various required forms. Familiar with the manager and the actions arranged by the manager in advance, and arrange your next day's trip.

3. Matters needing attention in the investigation: whether brokers wear uniforms or casual clothes depends on the specific situation at that time, and the work should be carried out in groups. The mission of each group should be clear, and there should be enough famous brands and leaflets, as well as registration forms for houses and tourists. There is also a list of questions, because there may be questions related to customer consultation during the investigation, so you should answer them positively and professionally. Business circle survey is generally completed within five working days.

4. Dividing the scope of business circle: taking a central point as the division framework, determine the name, classification and scope of business circle.

5. Field investigation of the geographical environment within its scope, and clear collection of important administrative organs, commercial centers, markets, schools, banks, parks and green spaces, main roads, bus lines, famous or landmark buildings and other information materials within the business circle area.

6. Investigate the geographical environment of residential areas and buildings within its scope, including roads, streets, lanes, doorplates, etc., and clarify the supporting facilities, greening, construction years, property fees, households and other information of residential buildings.

7. Draw a business circle map:

Collect and sort out the picture information of the business circle: (The drawing is drawn on A4 paper, with the paper facing north. Several A4 sheets are merged into a business circle map. )

(1) main buildings: each building should be marked with the building height, and the building name should be marked for floors above 7.

(2) House number: The house number should be marked on the street corner and on both sides of the roadway.

(3) Street, one-way street or two-way street, road width (2m per vehicle)

(4) Public facilities: parks, green spaces, squares, children's playgrounds, schools, parking lots, stadiums, libraries, wholesale markets and retail markets.

(5) Living facilities: supermarkets, leading chain stores, medical institutions, government agencies, fire-fighting facilities, police stations, post offices and banks.

(6) Related abhorrent facilities: substations, gas stations, aviation stations, sewage treatment stations, incinerators, high-voltage iron towers, mobile communication towers, liquefied gas stations, slaughterhouses, funeral parlours and crematoriums.

(7) Leisure facilities: cinemas and department stores (with names);

(8) Bus stop: the location and way of marking the stop sign:

(9) Viaduct and highway bridge

(10) Railway Bus Station

Significance and purpose of business circle map

1, what is a business circle map:

Draw the street in the main business district where the shop is located, and indicate the building name, house number, architectural form, business form and detailed location map of public facilities inside, which is called business district map.

2. Why do you want to draw a business circle map?

The purpose of business circle management is to make business circle management take root smoothly in convenient conditions such as business circle, streets, architectural form, human environment, business behavior and number of households to be operated in the future, and to be familiar with all kinds of housing types and good transaction prices, so as to facilitate future case source development.

3, the purpose of the business map:

Through the detailed drawing process, we can fully grasp the consulting situation of housing sales in the business circle, understand the types and market conditions of major customers in the business circle, quickly establish the trust of owners and buyers, and then expand the source of cases, strengthen community management, and enhance the company's brand image and market share.

How to draw a business circle map

Preparation tools:

Map, pencil, notebook, drawing paper, compass.

Drawing time:

1. Newcomers will arrange a 2-3-hour street sweeping tour every day after being trained and assigned stores.

2. In the process of sweeping the street, in addition to copying red notes, 1-2 main street drawing should be arranged every day.

3. Complete the business circle drawing within 7 days after opening the store.

Drawing points:

1. Make the drawing direction consistent with the actual situation.

2. The sign indicates that the east-west road number is at the top and the north-south road number is on the right.

3. Divide the main drawing range into six equal parts, divide it into one equal part every day, and then integrate it into a whole document on the last day.

4. Key points: building name, house number, store name at the corner of alley, floor height, public facilities (park station name, park name, school, market, post office, bank? Wait a minute. )

The content involved in the business circle survey is as detailed as possible. The content is as follows:

1, planning and development prospect of real estate

2. The plan of each community can accurately mark the distribution map of the community and the distribution of other facilities.

3. Grade of business district.

4. The architectural age of the residential area in the business district.

5. Traffic conditions. Specify the number of trains and the starting and ending points.

6. Each community in the business circle also has good property management and charging standards.

7. The architectural structure of the house.

8. The greening status and evaluation of each community. After the preliminary analysis and prediction of the business circle scope of commercial property projects, it is necessary to investigate the predicted business circle scope. Only through detailed investigation and analysis can we determine the business circle scope of the project.

The main contents of the business circle survey include: consumers' requirements for halfway time and distance when choosing shopping places, the attractiveness of housing property to consumers, the addresses of potential customers, etc.

The business circle intensively analyzes various business characteristics, including the following business characteristics, and forms a detailed report.

Seven, the principles and characteristics of the implementation of intensive agricultural business circle.

1. The scope of business circle should be refined to every unit and household.

2. The analysis of the characteristics of the business circle must be confirmed, and the attributes of the business circle must be understood.

3. Combine intensive cultivation in the business circle with community activities, often interact with the community and do some public welfare activities.

4. Intensive cultivation in the business circle must be persevering and persevering.

5. The plan, implementation and inspection of intensive cultivation in the business circle are fully implemented, and self-review and improvement are needed at the same time.

6. Overcome psychological barriers, adjust mentality, and be prepared for rejection.

Analysis on the characteristics of intensive management in business circle

1. The analysis of business characteristics shows that the demographic characteristics, social characteristics and psychological factors of consumers determine the decision-making process of purchasing housing intermediary services, and determine what kind of housing intermediary services consumers need, the price level of housing intermediary services they need, the requirements for travel time and convenience, and the requirements for entertainment environment and service level. According to the statistical analysis data of business circle survey, the percentage of target customers in each district in business circle is calculated, and the density of target customers in each district is calculated according to the personality density of the district. Then mark the target customer density of each community in the commercial property business circle on the map centered on the location of the intermediary store, so that we can know the scope of the main business circle, sub-business circle and marginal business circle in this store business circle from the map.

2. Analysis of the characteristics of office buildings, the number of office buildings in the business circle, the characteristics of rental and sales companies, and the average rent level. Occupancy rate, number of office buildings in business district, characteristics of rental and sales companies, average rent level. Occupancy rate, customers' evaluation and feelings about the office conditions in the business circle, etc.

3. The analysis of house characteristics refers to all kinds of houses, facilities, equipment and sites that have been built and put into use, including ground attachments and underground functions. All kinds of houses include all buildings used for living, production, office, business, exhibition and storage of materials; Facilities and equipment mainly refer to fire fighting system, elevator system, lighting system, communication system, transportation system, etc. Supporting all kinds of houses; The site is an area that extends and expands property functions, such as airports, docks and parking lots.

4. Analysis of architectural characteristics: The houses and communities in the business district are bungalows, low-rise houses or multi-storey houses or high-rise houses, and the building structure of the houses is brick-concrete structure or steel-concrete structure. These characteristics should be clarified.

5. Analysis of traffic characteristics, including traffic conditions, traffic types and daily trips, traffic facilities, traffic network distribution, traffic development planning and parking conditions. Whether customers can easily reach the store or the place where potential houses are purchased.

6. Analysis of the characteristics of school districts, with detailed distribution of schools, colleges and kindergartens.

7, competitor analysis, the market capacity of a region is limited, before entering a region, we should carefully examine the competition of local intermediary stores. Only by finding out the differences with other stores can we find new business opportunities, otherwise the homogenization operation will only fall into fierce competition, which is not good for the whole industry. The following factors must be considered when analyzing the competition in business circle: the number of existing intermediary stores, the planning and distribution of existing intermediary stores, the opening rate of new stores, and the situation that all intermediary stores are too few, too many and saturated. There are only a few intermediary stores in the business circle, and there are too few intermediary stores to provide specific products and services to meet the needs of consumers in the business circle. There are too many intermediary shops in the business circle, and there are too many intermediary shops selling specific products and services, so that each intermediary shop can not get the corresponding return on investment; The number of intermediary stores in a saturated business circle just meets the needs of the business circle population for specific products and services. The saturation index shows that a business circle cannot support more than a fixed number of intermediary stores, and the saturation index can be obtained by formula.

The purpose and object of the business circle survey summary report:

According to the street division in the business circle, the broker completes the Competition Survey Analysis Form, the Community Property Survey Form and the Business Circle Supporting Facilities Statistics Form, and replies to all kinds of contents on the business circle survey icon. And arrange and file the results of the business circle survey. Including the scope and changes of the business circle; Main roads and communities; Environment, school districts, parks and transportation; Secondary roads and communities; Types of community housing; Market situation and distribution; The development potential of future business circle, etc. , forming a detailed report on the results of intensive cultivation in the business circle.

Eight, how to choose dense property in business circle?

Generally speaking, there are several factors in choosing intensive property in business circle:

1. The core building or landmark building of the store business circle.

2. More than 3,000 buildings (the proportion of small cities can be appropriately reduced to 1 0,000).

3. Property with a general delivery period of five years.

4. In recent months, there have been more than five properties.

5. The subject matter of the transaction is relatively large. Generally, two sets of transactions can make the store profitable.

6. Property where more than five buses arrive.

There are convenient facilities such as bank outlets or KFC McDonald's near the hotel.

9. What value can intensive cultivation in business circle create?

Internal:

1, improve efficiency

Intensive cultivation in the business circle of intermediary branches will greatly reduce the waste of time on the road, give brokers more time to work and improve efficiency. At the same time, it can interact with target customers more frequently, build stronger trust, improve operational efficiency, and then increase profits.

2. Increase the possibility of success

If you look around aimlessly for opportunities, you will have good luck occasionally, but the chances of success are relatively low. Although the intensive cultivation in the business circle has invested more in the early stage, it can guarantee a more stable and higher harvest.

Step 3 Enhance the sense of identity

Because of paying attention to intensive cultivation in the business circle, colleagues' work will have a clearer direction and strive for the first place in the business circle, thus generating a higher sense of cohesion and belonging.

External:

1, saving time:

Save brokers' time on the road, avoid wasting time and energy, and greatly improve the efficiency of brokers' working hours. And have more time to create achievements.

2. Customer satisfaction

Because we continue to communicate our business philosophy with customers in the business circle as the center, customers in the store business circle can feel the attention of our bets, and the company's brand benefits will be higher, further enhancing customer satisfaction.

Auxiliary tools in business circle investigation, possible problems and solutions (for reference only)

A, some real estate laws and regulations can be found online, so we should make full use of more search engines to search for relevant information, or search on some known websites.

B, related business circle, community information query can be in the library newspapers and magazines, and the corresponding related functional departments to consult. Such as real estate trading centers, banks, tax authorities, demolition offices and other units, and pay attention to establishing good relations with them in the process of contact, so as to carry out work beneficially in the future business process.

C, in the process of business circle investigation, try to use polite language, properly handle the uncooperative objects, and avoid disputes and conflicts. In the investigation of competitors, it is suggested to keep your identity secret, read more and listen more, ask some questions that customers care about first, slowly introduce what you are interested in or want to investigate, and pay attention to the way of speaking and targeted questions when talking. Before entering the other party's area, you can observe the situation of the other party's personnel first, and choose some young people or people who have not been engaged in business for a long time as the survey objects (if you are also a newcomer, you must be more fully prepared. In case the other person sees through you, don't panic. Don't tell him your company name. Tell him that you just want to do this business, but you don't know much about it and want to investigate it in depth.

Several points should be paid attention to when investigating the community: non-closed communities can record while investigating, and at the same time, they can send some publicity materials. In a closed community, it is necessary to distinguish between property management and doorman. Please remember that property management and safe public relations are very important. Don't try to play cat and mouse with them. If the doorman won't let you into the community, and the community property is strict, you need to contact the property office in advance until an agreement is reached. We can carry out real estate-related consulting activities with the property, and the equipment and expenses will be borne by us, but we will publicize them in the names of both parties. In this way, the property will think that it is beneficial to cooperate with the intermediary. When it is difficult to carry out public relations, we can propose that we pay a certain venue fee and hold consultation and development activities in the community. In some cases, normal public relations activities may not be effective immediately. When you have no access to * * * knowledge, but you must develop and collect information, you can use colleagues or tools around you, such as asking colleagues to attract the attention of the doorman, entering the community by phone, or taking a taxi directly, pretending to be the owner of this community. I want to know the details of the community on the spot. But if the property or security company develops, remember not to conflict. You can give a small gift, a small fee or promise not to enter.

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