How does tourism real estate find customers?

Refuse to spread the net widely, and accurately lay out and lock the target customers.

Foreign customers in tourism real estate should look at the whole country, but their resources are limited. According to the positioning and characteristics of the project, we must delimit the scope in three aspects: space, time and people, and accurately locate customers.

1. space: lock the target area and city according to the project positioning.

In terms of spatial locking and expanding the target scope of customers in different places, we should lock the target area according to the project positioning, volume and location. For example, on 20 13, the flagship project of Shandong coastal tourism and holiday "Country Garden Shili Jin Tan (now known as Binhai City, the same below)" needs to be promoted nationwide, so it is decided to "1+6+3+N". That is, Qingdao is the base (a central city), covering six radiation cities and three exhibition halls in Shandong Province (three flagship exhibition halls in Beijing, Shanghai and Shenyang), and the customer assembly layout supported by the launch of the national brother real estate.

Country Garden's holiday project Shili Silver Beach in Huizhou, Guangdong Province focuses on expanding from Shenzhen to the Pearl River Delta in Guangdong Province, as well as Northeast China and Hong Kong.

Country Garden Hainan Tourism Project, Country Garden Coconut City, is mainly located in the southwest and northeast provinces. Country Garden's super flagship overseas holiday project, Forest City, initially locked in the main domestic 13 central cities, and based on IEC exhibition hall, expanded customers in different places.

2. Time: Different projects have different best opportunities to explore customers.

Different projects have different opportunities to expand customers, such as the northern coastal holiday project Shili Jin Tan. May-10 is the prime time in summer, and Country Garden will concentrate the elite resources of the whole group to conduct marketing and expand customers during this time. But winter is the best time to explore the South Shili Silver Beach Project and Hainan Island Project.

In addition, the target area will change at different times. For example, the smog was severe in early winter, and the Hainan project focused on North China, the hardest hit area of smog, and seized the pain point of smog to expand customers. As the climate gets colder, the focus becomes the northeast, and the warmth in the south is more attractive. At the beginning of last year, Country Garden published the news of "People's Concern: Country Garden's Free Air Ticket to Hainan for the New Year" in Beijing Beijing News, chongqing morning post, Zhengzhou Dahe Daily and Heilongjiang Life Daily.

3. Crowd: Four customer groups in tourism real estate and their characteristics.

Lock time and space, and then lock the target population. There are four main types of customers who buy tourism real estate:

(1) business people, the first main force to buy a house in different places, pay more attention to cost performance:

② The elderly in different places, mainly 40-60 years old, pay more attention to sanitary facilities and natural environment;

(3) Investment home buyers pay more attention to appreciation potential and rental services;

④ Social elites and celebrities pay more attention to the natural resources and supporting facilities of the project.

Different types of customers have different motives for buying houses, different industries and different habits of food, clothing, housing and transportation. Only by knowing them thoroughly can we find them when expanding our customers.

Second, the implementation strategy of expanding customers, Country Garden's eight unique tricks to expand customers in different places

Lock customers in time, space and crowd. How does Country Garden expand customers in the practice of expanding customers?

1, exhibition hall, exhibition point+housing exhibition and other exhibitions +VR and other new technologies.

Because the project is far away in tourism real estate, the first thing to be solved is to reach customers. When customers come to the door, they can only do nothing. They must take the initiative and go out.

(1) Exhibition Hall of Exhibition Point of International Exhibition Center

Country Garden's major holiday projects have city exhibition halls in their core cities, such as Shenzhen flagship exhibition hall, Harbin exhibition hall, Hong Kong exhibition hall and Shili Yintan World Union exhibition hall. Shili Jintan Qingdao Nanjing Road Exhibition Hall, and IEC exhibition halls with forest cities all over the country.

The function of the exhibition hall is to facilitate the arrival and understanding of customers, and more importantly, to carry out routine business development based on the exhibition hall, such as delivering bills, visiting customers, intercepting and so on. For cities without exhibition halls, Country Garden will also send sales staff to tap customers. For example, Shili Jintan will send sales companies to explore customers in cities around the project (Qingdao, Rongcheng, Yantai, Weihai) and Jinan, and take the initiative to contact customers.

In addition to the exhibition hall, Country Garden will also set up temporary booths in major business districts. For example, Shili Yintan set up a temporary exhibition hall in Yitian Holiday Plaza, a shopping mall in the central area of Shenzhen. In addition, before the opening of the business, Shili Yintan also set up a booth in Country Garden Guangdong Eleventh Project, customer 1485.

(2) Housing exhibitions and other exhibitions

Tourism real estate should seize the opportunity. Shili Yintan participated in Shenzhen Spring Housing Fair, Tianjin Spring Housing Fair and Changsha Development Fair, and designed some beach and sailing experiences in the exhibition hall to let customers be there. Besides exhibitions, Shili Yintan also participated in the 11th China Best Living Environment Exhibition (Hangzhou) and China Shenzhen International Home Decoration Exhibition.

(3) new technologies such as live broadcast and VR.

Even if there is an exhibition hall, it is difficult for customers to experience the project. In the early days, relying on videos and exquisite albums, Shili Yintan asked Tang Wei to make videos and make exquisite albums. In the era of WeChat, Shili Jintan took the lead in using micro-building book, H5 animation building book and 360 panoramic house viewing. Last year, the Forest City Project invited Li Rui, the village head, to play live VR and use new technology to make customers easily understand the project.

2. Turn selling a house into a preferential trip.

In addition to going out by yourself, we should also find ways to attract customers to the project. The most common way is to package the project into a tourist route, provide travel subsidies to attract customers to visit, and cooperate with travel agencies to help them take customers. Shili Jintan once held a tourism plan of "ten thousand people landing on the island"

Country Garden packages the forest city as a tourist route of Singapore-Malaysia tour group and gives huge subsidies. Basically, 30%-35% financial subsidy is used for each visitor to ensure that 8000 people come to the sales office every month.

3. Festivals: Large festivals attract customers to visit.

Large-scale activities are also a common means to attract tourists in tourism real estate. The earliest activities were various project festivals held by Agile Clear Water Bay, such as Oktoberfest, Kite Festival and Coconut Festival. Country Garden Shili Jintan has held several consecutive beach international carnivals with rich contents, and even invited singer Summer to help out.

4. Off-site activities: Grafting large-scale activities with activities.

The number of customers attracted by the on-site activities of the project is limited, and the activities should also take the initiative to enter customers and hold activities in major cities to expand customers. Activities mainly have two forms: self-organization and grafting with activities.

In cooperation with Deyun Society, Forest City held three consecutive crosstalk performances in Beijing and a "green festival" in Shanghai, which was attended by many customers. In addition, before the opening of Shili Silver Beach, special promotion meetings were held in major cities across the country.

In addition to organizing activities by yourself, you can also cooperate with various institutions to graft activities. Before the opening of Shili Yintan, we grafted the activities of Shenyang Sinology Lecture, Shenzhen Hotel Association Council and Shenzhen Electronic Industry Association Council.

5. Distribution system: More than 65,438+0,000 distributors help Ping An sell houses.

It is also a common skill for Country Garden to let dealers help customers in different places. It integrates intermediary, agency, e-commerce, travel agency, decoration intermediary, immigration intermediary and other channels, and has established a strong distribution network.

The Shili Jintan project once had more than 65,438+0,000 dealers, covering all parts of China. 20 15,165438+10.30, the "Opening Conference of Distribution Channels in China District of Forest City" hosted by Country Garden IEC signed thousands of distribution agents. 2065438+On July 6th, 2006, the kick-off meeting of "Nugget Overseas, Earn Refurbished Horses" was held in the forest city. In addition, all regions are actively expanding their dealer networks.

Country Garden gives dealers a high commission point, and there is no penalty for signing the agreement. The agent has no risk of signing a contract, which is attractive to dealers and easy to expand the dealer team.

In addition, after Ping An became a shareholder in Country Garden, Ping An's financial business personnel became sales personnel in forest cities, and Ping An Fang Hao, one of the most influential real estate e-commerce platforms in China, became its distribution platform.

In addition to a wide range of dealers, Country Garden's property consultants can also become dealers and develop their own offline dealers and brokers.

6. Global 700+ brother project linkage. Bring guests+performance task allocation

Country Garden has more than 700 real estate projects around the world, and there are a lot of owners' resources in different places. Tourism projects fully tap the resources of owners and customers of these brother projects. Simply let the brother project help to send text messages, promote posters, banners and trusses in the community, implant existing activities, or hold a promotion meeting for the owners. More seriously, it is very important to let each project share the task of bringing customers and sales performance directly, and more than 700 projects help tourism projects sell houses.

7. Phoenix Connect: More than 3 million owners+national marketing help sell houses.

In addition to more than 700 properties, Country Garden has more than 3 million owners' resources, which is very convenient to market and digs out a large number of customers. In addition, these people can also become agents of Country Garden through Phoenix Connect to help sell houses for holiday projects. More than 3 million owners' agents should not be underestimated, and Phoenix Tong has 6 million agents nationwide (overlapping with owners). The size of the secret service corps is frightening.

8. Financial products: send a house baby-lure customers with benefits.

There are many investors who buy tourism real estate, and they like to invest. Coral Palace, the Hainan tourism project of Country Garden, cooperated with Huilian Finance to launch a series of investment and wealth management fund products such as "sending house treasures". Sales staff take these new "weapons" to various key cities to maintain old owners and expand new customers-whether old owners or new customers, as long as they buy financial products of Coral Palace, they can visit the island at a very low cost or even free of charge.

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Gold, nine silvers and ten silvers are the golden period of sales in tourism real estate. We can learn from Country Garden to expand customers in different places, target customers within the scope of space, time and people, and then achieve efficient expansion through the unique skills of expanding customers in eight different places, so as to seize the golden opportunity of Jin Jiu Silver Ten sales.

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