How to do a good job in community marketing planning for home improvement companies

Community marketing is not a new topic for many decoration companies, but it is still inevitable to fail, which is reflected in the early establishment of a community marketing team and the importance attached to the planning of the community residence. Why can't the site produce results? Owners ask too many questions and sign too few bills. In this issue, the editor specially went to the decoration enterprises that have made great achievements in community marketing to learn from them, deeply understand the essence of successful control of community marketing, grasp the pulse of owners, and gain the core competitiveness beyond their opponents. First, lay the groundwork in the early stage, which is mainly to do a good job in the image of the decoration company, so that customers and owners can have a vague image of the company. We must make full use of the "competition gap period" before the completion of the community, and carry out marketing work such as corporate image, model room project, customer resource collection, community interpersonal relationship establishment, and community advertising resource utilization. We will urge the marketing department to focus on follow-up in order to promote the follow-up marketing work when the community delivers the house to achieve better results. The advantage of advance marketing is mainly conducive to creating a "preconceived" corporate image. Because we will carry out some preliminary work before the community is completed, there will be no interference from other companies and enterprises' propaganda, so that no matter which decoration company customers negotiate with in the future, they will compare it with you invisibly. If your image is really good, then customers will eventually choose you to sign the bill. In this way, if we do five or six projects before handing over the house, the "signing scale effect" will be formed when handing over the house. Think about it, if many customers see that people in the same community are signing bills in this company, it will be easier to form a follow-up mentality, which will lead to more and more signing orders from decoration companies, and more customers will go to the company for consultation. As for when to advance marketing? I suggest that when the project was just established, that is, the community was just planned and the building was not built. What are you going to do at this time? Help developers sell properties. The decoration company can reach a cooperation agreement with the real estate company, and the decoration company will make exquisite decorative renderings for each apartment of the real estate company, so that the renderings can cooperate with the floor plan to help the real estate agent to sell the house. At the same time, we will ask the real estate agent to provide some convenience, such as making some advertisements on the loushu, the sales office and other places. You can even contract the real estate developer's loushu, use this media to unite some material suppliers, and * * * will contribute to the printing. Maximize the advertising space of the decoration company, so that when customers buy a building, they can get in touch with the advertising project display of the decoration company, pay attention to site marketing, lay a good site card, and do a good job in site 8S management and site advertising planning. Community marketing is a way to get in touch with the owner in a "zero distance" way, with a planned, intensive and frequent contact with the owner in a certain period of time, and communicate well with the customer in the early contact process. When the company provided the owner with a good design scheme and reasonable project cost in time, and the construction quality could meet the customer's requirements, the two sides basically reached an understanding of cooperation. We usually start activities one month before the delivery of the house in the community. First of all, prepare the design drawings and plans of the whole building, the list of business personnel and designers, and the supplementary list. Then communicate with the real estate agent and the advertising planning company to see which location will be more conducive to contact with customers. The on-site material layout will be directly made and installed by professional advertising companies, and the planning department will plan an atmosphere conducive to customers' interest in the company according to the information of the real estate. The on-site management of the next activity is generally controlled by the business manager and the design director. During this period, the plan of increasing or decreasing staff will be made according to the number of customers who take over the building to control the operating cost accordingly. Foshan Tianyu adopts a relatively unique way of entering, mainly naming the entry point after the name of the real estate community being sold, and providing services such as real estate shopping guide and reasonable suggestions when the owner repossesses the building, so as to get a good impression from the owner in advance, and then further promote the decoration business. Generally, the basic process is to determine the site for community marketing in advance with the advertising planning company, and design various schemes in advance to communicate with customers after obtaining the floor plan of the whole building and related repossession materials from the property management office. Therefore, it is very important to confirm the information of the advertising planning company and whether the building has been repossessed before. Of course, Tianyu itself will also analyze the property selection first. For example, who is the developer? When will the building be closed? The comprehensive consideration of these factors, the analysis of the grade of the real estate, customer groups, whether it meets the company's strategic development requirements, and where its own advantages are, have been a good reference, so as to be targeted and avoid blind project establishment. 3 Referral and service marketing planning At this stage, we should do a good job in service and gentleness, make friends with the owners, and let the owners help us to refer. Now the owners have a wide range of choices, high tastes and are very smart. They will compare the contents promoted by various businesses in the community one by one, not only limited to the price, but also the materials and quality used, so that the competition between decoration companies is becoming more and more fierce. Therefore, whenever a new building is handed over, we should engage in community activities like other decoration companies, and even if we can't take the order, we can earn a familiarity. If there is business follow-up in the later period, it can also leave a good impression on the owners in the early marketing work, which is beneficial to the development of the later marketing work. At present, most decoration companies are in the third stage of marketing. At this stage, there will also be a war of heroes: most companies begin to take activities when the house is handed over, or make billboards in the community, or let salesmen wait for customers at fixed points in the community, so the third stage is the most intense competition among decoration companies. And because there is no preliminary preparation, there are not many successful companies in the third stage of marketing. In particular, most companies didn't play the model room until after the delivery of the house, which made the model room ready. It has been half a month since the housing distribution in the community, and the model room was still a construction site at this time, and the effect after completion could not be seen. And because many customers have contacted the decoration company before the delivery, the number of prospective customers of the decoration company has been greatly reduced after the delivery.