Lecture on Real Estate Marketing Management Zhou Xiaohua's "Real Estate Marketing"

Good afternoon, everyone. It's my first time to Guiyang. Just now, Mr. Wang thought my impression of Guiyang. I won't see a lot of things when I go to a city. We divide this city into first-line and second-line categories. Actually, every city is different. Just now I looked at the data of Guiyang, the data of real estate. In fact, I feel that Guiyang should be at a turning point, because the inner city of Guiyang is too dense. It is actually very easy for a city to be beautiful. That is, you should drive beautifully. The inner city of Guiyang is very dense, and all the buildings he introduced are high-rise buildings. I feel that the development of Guiyang has reached a time.

I won't talk about this topic today, which belongs to the urban perspective. My topic today is the marketing of real estate. I think it depends on whether a city has the advantage of being late-comer. My topic today is the new marketing of real estate. Before I talk about this new marketing, I will talk about a few points.

I have been to Beijing since this year, and I also have a company in Shanghai. I have an understanding: What should the first real estate developer pay attention to now? What is the trend of real estate development now? For example, the recent macroeconomic problems, many people say that the real estate winter has come, in fact, nothing, winter has passed for a month, and spring will come again. Beijing, Hefei, Shenzhen and houses are all rising, and there is no so-called winter, so I don't think Guiyang has this problem either. In fact, what is the reason? It is a trend of real estate development, that is, the first question that our real estate developers ask us now is not how to do this house. But what will our city look like? The second developer began to pay attention to the layout and customs. This is the concern of the people. They asked me to sell it to this consumer. How did he live? This is interesting. That is, what is the price appeal of my house? Another is the consumer's life mentality and the value of the community.

Now I'd like to elaborate on several issues: First, regarding the development of the city, a mayor once asked me: What do you think is the incremental market of real estate in China? I said there are 5-1 years at most. In fact, to a certain extent, no one will develop it. If urbanization is carrying out functional development, the value of real estate is relatively large. Beijing is holding a world city conference, which has been planned for seven times now. This is called functional development, and the development of this function is a value for our developers. This is closely related to developers. I now think that the current urban development should be developed to the airport. Why? Because the information center of a city is at the airport. This is called city value, and this is called big marketing in marketing. Regions, lots and cities are called great values. In a rapidly urbanizing city, we must publicize great value. Instead of small value, you have to say that there is no difference between the two rooms, but consumers will compare you with others, so I think that the transformation of urban value into marketing is in a rapidly urbanized area, and we should pay attention to marketing with great value.

The other one is about the mentality of consumers. Recently, we are reading Behavioral Economics. For example, what is happiness? What is happiness? Why buy it. This is very interesting. In fact, a lot of work we did in the early stage is invisible to consumers. He doesn't care about these things either. What is this book about? He mentioned that buying is impulsive. In fact, we think that real estate marketing has reached a new stage, one is big value and small value, and the other is related to behavioral economics. At this time, the focus of our research is not on products, but on consumer behavior, which is a rising stage. Why do we say that real estate marketing should be turned into a study of consumer behavior? There are many people who have never lived in commercial housing before, but now most consumers have bought houses for the second and third time. Consumers already have a lot of experience. Consumers are very experienced now, so we can't target them with traditional marketing methods. If you do this, the house won't sell. This is the problem of consumer mentality. Especially when selling villas now, it won't work if you cheat consumers. Because these people who buy villas have a lot of experience. Besides, when we sell houses now, we should consider women and children, because men in China are very busy. This brings us to the details.

Let's talk about a question: Why is real estate marketing trustworthy? Let me give you an example: for example, when I was in Beijing, there was a "rich in the west and rich in the east" in Beijing. Do real estate must pay attention to commercial consumption, there is a furniture store, about a set of furniture 3 thousand. He opened one in the east, another in the west, the one in the west closed down, and one in the east will be expanded, because most of the people in the west are government officials. Government officials don't like to flaunt their wealth, so the west side closed down. This is called consumer behavior. Therefore, we say that we should consider the psychology of consumers when we make every product. We now have a definition called: quality stability. What is a brand in fact? I can tell you that only after the quality is stable can you have a brand.

my opinion: the first one is data, real data, which is a foundation. The second is knowledge. What is this knowledge? Refers to successful cases. The third is innovation. Where does innovation come from? The first real data: mainly in several aspects: the first is that we have three databases: the basic data of urban projects based on GIS, the transaction data based on the sales management system of World Union, and the data tracking and correction based on the team of World Union appraisers.

The second successful knowledge: The developer asked us: What's the difference between you and the local ones? What's the difference between you and the international ones? The development of real estate is to guide demand, not to meet demand. So why don't market research companies play a big role? Because we only take a fancy to the dominant side of consumers. Without seeing his hidden side. We must give consumers a sense of difference. Otherwise, it's a dead end. What then? You don't tell the customer what you did, but why you did it. This is a trick to establish differences at present. Let me give you an example: for example, selling beer. You sell Tsingtao beer, and he also sells Tsingtao beer. How can this differentiate? That's how you sell this beer. Some people, if they say something unpleasant, hire some girls. This one has a sense of difference, because he not only sells beer, but also visually embodies it. This is the difference that can be established. Nowadays, the real estate competition cannot rely on hard, but on soft. There is also a real estate company. They said that we have 12 trees here. He said that I have 13 trees here. Consumers don't care how many trees you have. You should tell him why you want to plant these trees. This reflects the sense of difference.

there is another case: successful knowledge-office building, My office set off an international wave. Successful knowledge-luxury house, establishing the flagship life in the central area, and the rapid sales of high-density luxury houses in the central area of the city. This dish shows what is the most scarce in the bustling old city? In fact, it is a good environment. For example, if you are in Guiyang Memory Center, you have a good real estate and a good environment. Do you think others will buy it? You have to upgrade the region to the city value, which belongs to big marketing. Another is the Xishan beauty house made in Beijing. What does it sell? It's expensive to sell Xishan! Just now I talked about knowledge, and another is innovation.

innovation rule: in fact, it is Shenzhen Baoan Square. In fact, this is to divide large and small office buildings into small ones. This is innovation. The second example is the times metropolis. This talks about the details. For example, this plate was originally made by Zhongyuan. In fact, we only used one trick to make it. One trick is to re-formulate the price strategy. That is, all your price points should be implemented into price. After we went in, we actually re-formulated the price strategy, which was the first move, and the second was to sell by SMS, which reduced the cost. Sending text messages in our customer channels without advertising is innovation. There is also a beautiful world-when talking about small white-collar workers, it actually made the life of small white-collar workers clear. This sells very well. This has something to do with the orientation of life.

The third is practice, case: 1. Beijing Fengshang International Apartment, which is an innovation in marketing, actually this building is not selling very well. At that time, when they were selling, they talked about another problem. Marketing must be aimed at customers, but this customer must be the value that customers can perceive. For example, I will give you an example: for example, if you sell an economic house, I said that there is a paddy field in front of me. Maybe consumers who are price-sensitive are not concerned about this issue, but about how a 6-square-meter house can live a little bigger. So their original agent told the consumer what kind of glass I used here, and as a result, after reading it, the consumer didn't feel anything. Later, after we entered, we did two things. The first was to stop selling, and the second was to sell houses naked.

the third one has a concept. Say goodbye to air conditioning and heating. 7%-8% of this is sold to consumers who are knowledgeable about high technology. Case 2: Taoyuanju, Shenzhen, actually did one thing in Taoyuanju, which is to carry the school through to the end. Because Baoan is not a place where education is very developed and local people are very high, according to academic statistics, many people graduated from high school, but he is rich. In the past, the houses we sold were for people who graduated from universities and graduate students. But they don't have money, so this has nothing to do with academic qualifications. Sometimes, there is a misunderstanding in marketing. Sometimes, when we say that we want to build an international residential area, you have to sell it to foreign countries or mixed-race people. This will not work. You should take into account that ordinary people also want internationalization. Now we are going to talk about the trend of life value.

so let's take a look at his ratio. Degree is the key to ensure speed, and 7% of the working-class and individual businesses have no guarantee for their children's academic education; The proportion of government personnel who have no worries about their children's education is extremely low, only 4%; In 23, the proportion of newly added Dongguan and Heyuan reached 14%, which showed that the educational advantage was lower than the expansibility. By 23, 2 students had enrolled, accounting for 67% of the total sales. For example, in Beijing, you can't play the education card, because there are too many good schools in Beijing. What will Beijing do? It will cost 2, yuan a year. So we should study consumers.

The theme of its advertisement is: You can't live without children, and everything is education-oriented. In short, I think: first, the real data of marketing is the basis of our analysis; The second is that successful knowledge is the basis of our decision-making, and successful knowledge is a successful case; The law of innovation is the path to our success. So much for today. In fact, details are good, and marketing is good. In the end, we must return to truth and data and innovate consumer research. We must distinguish marketing from sales. How to establish product differences depends on why you do this, not what you do. This is what I said, thank you! Moderator: Thank you, Mr. Zhou. Now please look at our left hand side. This is the real estate event that we will hold in Shenzhen. We invite Mr. Wang to give you a brief introduction.

Keywords: planning copy, real estate marketing planning, real estate planning planning information planning scheme.