Real estate planning scheme

A collection of four templates about real estate planning scheme

In order to ensure the smooth progress of things or work, it is usually necessary to prepare a plan in advance, which is a business plan that defines the time, place, purpose, expected effect, budget and method of specific actions. So how do we write the plan? The following are six real estate planning schemes I have compiled for your reference, hoping to help friends in need.

Real estate planning scheme 1 1. Market background:

Hangu, located in the eastern coastal area of Tianjin, is an important part of Tianjin Binhai New Area, covering an area of 44 1.5 square kilometers. The district government is located in Zhaishang Street, with a permanent population of 1.7 million.

Hangu is one of the important chemical bases in China, and has formed an industrial system with marine chemical industry as the main body and comprehensive development of many categories. There are more than 300 industrial enterprises in the region, mainly including more than ten industrial categories such as salt making, chemical industry, textile, clothing, metallurgy and mechanical processing. Hangu is not only an important industrial area, but also a place rich in rice, fruit and aquatic products. Among them, Chad grapes and aquatic products have long enjoyed a good reputation.

Xx is located in Zhaishang Street, Tianjin Chemical Plant and an old chemical enterprise in Tianjin, which has made great contributions to the development of Hangu District. However, with the reform and opening up and the common problems of old state-owned enterprises, the benefits of enterprises are not as good as before, which also affects the development of Hangu District to some extent. With the adjustment of the local economic structure by the new leadership of Hangu, the tertiary industry is regarded as a supplement to the structure of Hangu District, making Hangu a region with diversified economic structure, thus ensuring the healthy and sustainable economic development of Hangu District.

Second, the competitor analysis:

As the development of Hangu real estate market is in the primary stage, the market is highly sensitive to price, and the degree of cognition and perception of products is relatively low. Therefore, when we analyze competitors, we mainly summarize and compare them from the aspects of location, price and products. We divide competitors into direct competitors and indirect competitors.

1. Who is our direct competitor in Hangu?

2. Our indirect competitors in Hangu?

In Hangu market, we regard Greenland Family, Binjiang Community and Fidelity Garden as indirect competitors for the following reasons:

The people in the Greenland are near Tianhua, and the Binjiang Community is near the Martyrs Cemetery. Their relative location advantage far from the city center is not enough to form a competitive situation with the first city. Although Fidelity is adjacent to the first city, its sales are drawing to a close, so it does not pose a direct threat to the sales of the first city;

Greenland's product planning belongs to the pure southern model, which can't connect with local living habits; Although the product planning of the riverside community is consistent with the local living habits, its product planning and design level is still not at the same level as that of the first city, and it should lag behind the first city. The planning and design of Fidelity Garden is still in the primary product form; The average selling price of Greenland, Binjiang and Fidelity is about the same as that of the first city in 500 yuan. Therefore, there is no direct competition with the first city at the target population level.

Three. Basic information of competitive projects:

1, basic information of average selling price of project name, planning area

The green area of 270,000 square meters 1760 is large in scale and low in sales unit price. The first phase of development covers an area of 70,000 square meters. The overall residential planning and apartment design are relatively south, and the sales floors are mainly the first, second, third and sixth floors.

Binjiang Community120,000 square meters 1584 Community has a central landscape belt, a five-story building form, no clubhouse in the community, adjacent to the Jiyun Canal and Martyrs Cemetery, with obvious price advantages, well-controlled apartment area and simple decoration.

Lanyuewan, a minefield with 60,000 square meters of 20xxl plot, is separated from the first city all the way, and its apartment type, price and supporting facilities are similar to those of the first city.

Analysis: From the perspective of the proportion of units sold, two rooms account for an absolute proportion, and even the first two rooms are recognized by the market because of their low prices. Therefore, we have reason to say that the main demand in Hangu market is two rooms, and because of the large stock of one-bedroom units, we still need to pay enough attention to their sales. In the sales of two rooms, A, B and E are the main units, which are typical classic units with an area of 90- 100 ㎡, which also reflects that the mainstream consumption price of our customers is around180,000.

2. Analysis of building sales rate

From the analysis of the real estate sales of our project, we can see that a large amount of consumption appears on the side of the street and the school, while the real estate sales near the central area of the landscape are general. On the one hand, this situation is caused by on-site sales control, on the other hand, it is also related to the concept of living. However, this kind of sales situation also provides strong product support for the sales after the release of landscape nodes in the later stage of the project.

Four. Buying customer analysis

1. Analysis of payment methods

Analysis: As can be seen from the proportion of customers' payment methods, there is a big difference between one-time payment and loans, which shows that local consumers have certain problems in their spending power, but they have quite stable and sufficient repayment ability and advanced consumption consciousness, which is of course related to their occupation and education level.

2. Age structure analysis

Analysis: From the age level of the customers we buy, we can mainly judge that our customers are mainly middle-aged, who have strong ability to accept new things, have certain purchasing power and capital control ability, and correspondingly have higher requirements for quality of life. Moreover, another problem can be drawn from the analysis of customers' age levels, that is, their needs are not only in the house, but also in life, such as children's education, entertainment, income, professional status and so on. Because Hangu locals are worried about the local economic situation and are more concerned about their children's education.

3, industry analysis (omitted)

Analysis: According to the industry characteristics of buyers, most buyers are concentrated in enterprises, institutions and individual industries. This reflects that most of our owners are working-class, and their income situation is relatively stable and their income level is relatively affluent. The large number of customers like Hangu, on the one hand, provides us with better market acceptance, on the other hand, it also determines our main publicity objectives.

4, residential area analysis:

Analysis: From the analysis of the residential areas of the current project buyers, our main consumers are residents near Hangu City, mainly Tianhua Dormitory, which will point out the direction for our future publicity channels.

Brief analysis of verb (abbreviation of verb) product pre-sale promotion;

In the early media publicity process, xx mainly conveyed the development of Hangu District, Shunchi brand, project quality, property and some apartment types to the market. The promotion activities of the project are mainly to maintain some old customers in combination with the engineering nodes of the project.

In our analysis of publicity and activities, we found three problems. First, the publicity theme does not match the needs of customers, that is, the publicity content is not targeted; Second, the demands on various propaganda nodes can not become a system and lack support for the project theme; Third, the value of the product is not fully demonstrated in the publicity.

Analysis and summary of intransitive verbs;

We made a brief analysis of the market, competitors, products and customers. Through analysis, we understand the market, products and consumers in the market, and we are clear as follows:

Market: There are a large number of real estate projects in Hangu real estate market, which can basically meet the existing consumer demand in terms of supply. In the new year, new real estate companies will enter the market and bring new products, so we can say that the Hangu real estate market in 20xx will rapidly grow into a buyer's market with oversupply. For every project in the market, Hangu will be a market where every project is quickly plundered.

According to the sales situation of various items in the market we know, although Hangu has entered the buyer's market, although all items have been recognized by the market, and although there are great differences between competitors (including products and prices), none of them has become a hot spot in the market, a leader in market sales and the most lethal item in the market.

In this market situation, on the one hand, it has left us with excellent market opportunities, on the other hand, it also allows us to reflect on the shortcomings in our work in the past year and the follow-up measures in our future work. If we can sum up the experience and lessons in the future work, adjust the marketing strategy in time and be the market leader in time, our project will be extremely bright tomorrow.

Products: In the Hangu real estate market, we can't say that our products are the biggest or the best in a certain way, but we can say that our products are the best as a whole. Although our sales price is higher than that of our competitors, this price is in line with its value, which can be seen from the early sales of our products.

Although the current market generally thinks that our price is on the high side, this is only a superficial phenomenon, because we failed to let the market know the value of our products in the early stage of the project. As long as consumers can truly feel our products and see their value, our sales will inevitably increase, our' projects' will inevitably become the focus of market attention, and our projects will inevitably become market leaders.

Consumers: The local consumer market in Hangu is dominated by the working class, which is caused by the relatively simple local economic structure. Although the income level of these working-class people is not high, they are relatively stable, which provides a material basis for them to buy real estate products.

At the same time, because of their relatively high education level, they are more receptive to new things than ordinary consumers, which means that they are our target consumer groups and the main channel for us to publish product information.

Real estate planning scheme 21. Theme of real estate opening:

Communication * * real estate opening ceremony information, show the strength of the enterprise. Expand the social popularity and reputation of * * real estate, and reflect the five advantages of * * real estate: strong company strength, "first shot" qualification, superior geographical location, good appreciation space, first-class apartment design, showing bright development prospects and promoting real estate sales. At the same time, conduct corporate social public relations, establish a positive and good social image of * * real estate, and coordinate the relationship with local government functional departments and customers.

Two. Opening time: YY (tentative)

Three. Venue: * * Real Estate Co., Ltd.

4. ribbon-cutting guest: are you sure?

V media to be invited: * * TV station, * * advertising company.

Action plan of intransitive verbs

(1) preliminary preparation

1, guests present

Relevant leaders in charge of the municipal government, industry celebrities, relevant customers of the company, and journalists from various media.

2. Buy or make a batch of meaningful gifts.

Make gifts and gift bags at the event site (samples can be provided by our company in advance, and will be made by our company after being finalized by your company).

First, you can express your respect and gratitude to the leaders; Second, it can play a propaganda role and brand effect.

3. Red flowers, scissors, trays and flowers for the ribbon-cutting ceremony.

4. Preparation of invitation letter

Print the invitation in advance. Invitations for non-local guests should be sent 10 days before the ceremony, and 5 days in advance in the city. Please confirm whether you have received the receipt. Please confirm it. )

5. Other preparatory work

Get the weather information of the day from the Municipal Meteorological Bureau 3 days in advance.

Carry out safety command within the jurisdiction and be responsible for order work.

Execute orders and be responsible for ordering six days in advance.

(2) Advertising before opening.

Publish a full-page print advertisement for the opening ceremony in * * advertisement, and put it in two weeks before the event. Cooperate with the text and photo reports of community websites.

(3) Media reports on the opening day

On the opening day, the city TV station, print media and online media were invited to focus on the opening ceremony of * * real estate in the form of news reports, words and pictures.

Seven. Start live activities

1, site layout

Sales hall: The hall is divided into reception area and service area. The main wall adopts image wall to introduce the overall situation of the company, and the top adopts spotlight to highlight the effect; There is an arc-shaped sales consulting service desk in front, and photos of six main push units are taken on the right side of the main wall. The middle column is hung with an introduction flag or promotional pictures. There are also sofas, coffee tables and property profiles. The whole needs to reflect the company's formality, strength and taste, and bring warm and harmonious feelings to customers. (with renderings)

Venue layout:

The site layout shall be based on the actual effect and divided according to different areas. At the scene, the sales department is the reception center, and with the help of media advertisements, a good reception environment and scene atmosphere are created.

Platform area:

That is, the ribbon-cutting area is located at the door of the company or real estate. On the left is the VIP podium, and on the right is the host's vertical Michael style. The desktop is covered with a red carpet, and there are green bonsai on the front and left and right sides.

Guest area: it can be located in front of and on both sides of the ribbon-cutting area.

Check-in place: The guest check-in desk is located at the entrance of the venue. The check-in desk is a hostess.

Gift distribution office: The desk at the sign-in desk can also be used as a gift distribution desk.

VIP Lounge: It can be located in the office of the chairman of * * Real Estate, with drinks, fruits and exquisite flower arrangement.

Guest rest area: it can be placed at the site of * * real estate sales center.

2. Celebration ribbon-cutting ceremony

3. Wonderful lion dance performance

The band played happily and saluted.

Eight, the scene layout

1, Rainbow Gate

Place Shuanglong Rainbow Gate at the entrance of * * real estate company or building to highlight the momentum;

2. High-altitude balloon

Four red high-altitude balloons were arranged above the event site, and a vertical banner was hung below to congratulate the opening.

Step 3: small balloons

Flying small hydrogen balloons at high altitude shows the rise and leap of wealth and popularity.

Step 4: carpet

The red carpet is laid on the event site and stage, which means that it is booming and highlights the overall atmosphere.

5. China Salute and Fireworks.

There are 288 China salutes and colored bullets, representing good luck.

6. Potted plants

Put 100 potted plants at the celebration site to enhance the effect.

7, lion dance

The ceremony was interspersed with lion dance performances, indicating the bright development prospects of * * real estate.

8. Miss Manners

Eight hostesses with outstanding image and temperament wore corsages for the guests at the ribbon-cutting ceremony, helped them cut the ribbon and guided their positions.

Nine. Activity program (165438+ scheduled on1October 28th)

7: 00-9: 10: The master plan checks the implementation of all work and the arrangement in place;

Rainbow doors, salutes, rostrum, lift-off balloons and advertising banners are all in place; Check whether the audio, power supply, microphone and small hydrogen balloon are in place;

Hostesses and waitresses walked into the arena one by one to get ready for their work.

From 9: 30 to 9: 50, guests arrived one after another. Two staff members and two hostesses wore corsages for the leaders, signed the names of the guests and distributed gifts to lead them to the event site.

10: 00— 10: 08 The host introduced the leaders and guests, and announced the official opening ceremony of * * real estate;

10:10-10: 25 city leaders gave a congratulatory message, and the chairman of * * real estate gave a welcome speech;

10: 25 The host announced the ribbon-cutting ceremony; Ribbon-cutting guests and hostesses took the stage.

10: 28 ——10: 40 ribbon-cutting guests take their positions and start ribbon-cutting;

Scissors, salutes, colored bullets, lion dances, and bands playing happily;

Flying hydrogen balloons, the activity entered a climax;

The first customer signed the contract.

10: 50-11:00, the host announced the end of the ceremony, and the guests rushed to the luncheon.

X. Personnel arrangement and comprehensive budget

XI。 Other equipment

Purchasing power supply, microphone, stereo, musical instrument, sign-in desk, corsage, drinking water, banner, carpet, stage and hydrogen balloon;

The arrangement of the parking lot, the safety of the event site and the related logistics support.

Real estate planning scheme III. Activity time

The starting time of this property opening activity is xx, XX, XX.

Second, the venue of the event

Huozhou international trade city sales center

Third, the theme orientation of real estate opening planning

Emphasize the atmosphere, highlight the taste, upgrade the grade, and succeed in an orderly manner.

1) Through the packaging and celebration activities around and on the site on the opening day, a strong festive atmosphere was rendered for the project, highlighting the opening ceremony of the project.

2) Through the on-site packaging and tea supply of the sales department and the subtle service of the staff, the taste and grade of the project are highlighted, so that the customers who come in can feel a sense of dignity and honor from the scene.

3) Through reasonable regional division, effective activity flow arrangement, reasonable assignment of job responsibilities of on-site personnel, explanation and communication of "store selection and purchase flow" to customers, effective and reasonable orderly control of the crowd on the opening day, so that the whole project site feels orderly and hierarchical, and the whole project site is orderly.

Four, real estate opening activities on-site planning and layout scheme

1) site layout

A, according to the size of the venue, build a half-meter-high upper and lower stage in the sales department, with a background board behind it and flower baskets on both sides of the stage. Attached is a podium wrapped in flowers for guests and leaders to deliver speeches. The whole stage is mainly used for ribbon cutting, hosting and giving speeches.

B A rainbow door, 8 strings of firecrackers and balloons, several flower baskets, 18 salute, a stage decorated with flower beds and flower stands, a red carpet at the entrance of the sales department, and some floats in the square in front of the sales department.

Verb (abbreviation of verb) real estate activity flow arrangement

(for example) Opening Ceremony: XXXX XX XX 10: 30 am.

At 8: 30, all on-site external packaging work is completed.

At nine o'clock, everything is in place.

At half past nine, all the field staff are in place.

......

Real estate planning scheme 4 I. Analysis of Taiyuan property market

Personalized and visualized competition is becoming increasingly fierce, which will become the trend of Taiyuan real estate development. If a property project wants to achieve excellent sales performance, it must seize the opportunity, make full use of its own personality capital and powerful strength, and make itself a property with great personality and reputation and good public image.

Two. General situation of project property (omitted)

Three. Advantages and disadvantages of project assets

Advantages:

1, with excellent geographical location and convenient transportation.

Superior geographical location: in the center of mature communities in North City; You can reach community facilities such as hotels, restaurants, theaters, shopping malls and supermarkets within 3 minutes' walk.

Convenient transportation: public transportation is convenient, and there are three bus lines passing through this case.

There are all kinds of leisure, entertainment and leisure facilities in this area.

Outdoor facilities: activity square, community kindergarten, hospital, shopping square, basketball court.

Indoor facilities: sauna, gym, table tennis room, billiards room, karaoke room.

3. Small apartment

Small apartment with 2 bedrooms, 2 living rooms, 3 bedrooms and 2 living rooms, with an area of 68.79- 106.92 square meters and decorated menus, is very attractive to target buyers with successful careers, simple family structure, fashion and enjoyment.

Insufficient:

1, environmental construction lacks attractive landscape.

The lack of attractive landscape in environmental construction is not conducive to arousing the interest of target buyers; It is not conducive to improving the popularity, reputation and memory of HS Park in the public; At the same time, it is not conducive to satisfying the sense of honor of residents in this area. Modern housing should not only meet the living needs, but also meet the special psychological needs of residents.

2. Property management lacks special services.

Property management fails to provide special services according to the professional characteristics and actual needs of target buyers (successful career and fashionable enjoyment), which makes HS Garden lack its due personality and attraction in service.

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