5 real estate marketing planning scheme

# Planning # Introduction In order to ensure the safe and smooth progress of things or work, it is necessary to plan in advance. The plan is a concrete and thorough plan in terms of purpose, requirements, methods and progress, and has strong operability. The following is the real estate marketing planning scheme, welcome to read!

1. Real estate marketing planning scheme

First, the concept of real estate activity marketing "real estate activity marketing", that is, in the process of real estate promotion, more effective brand communication and sales promotion can be achieved through single or series of combined marketing activities with well-planned, distinctive themes and strong news value; It is not only a marketing method integrating advertising, promotion, public relations and promotion, but also a brand-new marketing model based on brand marketing, relationship marketing and data marketing.

Second, the background of real estate marketing activities

Looking at the development of real estate, the concept of real estate activity marketing was not formed overnight. According to the different stages of its development, it can be roughly divided into the following three levels: before 1994, the real estate market was not mature, and activity marketing seemed to be an uncommon word; 1994-1998 when billions of square meters of vacant houses hang in every developer's mind, real estate activity marketing has become the most fashionable concept; Since 1998, due to the increasingly fierce competition in real estate, real estate activity marketing has been deeply rooted in people's hearts, and it has begun to transform from "product marketing" to "service marketing" and "customized marketing", but there are still mixed interpretations and understandings about it.

Third, the marketing development stage of real estate activities

1, promotion activities-pure product promotion activities, at best, is only a skill, is a partial modification measures, its success is accidental, the benefits are limited to the product itself. Browsing the real estate market of 1995- 1998, most of the ideas and tricks are disguised profit-making behaviors, and their dazzling is mostly short-lived.

2. Marketing planning-a relatively organized and systematic marketing behavior is to modify and package products on the original basis according to the market, formulate detailed advertising plans, and implement them vigorously. Compared with promotional activities, it is a qualitative leap and a sign of the maturity of the real estate market, and its success is based on the allocation of resources in the market.

3. Marketing strategy-it is an all-round and three-dimensional higher-level marketing behavior of real estate enterprises, which not only refers to the marketing decision of enterprises, but also focuses on whether the concept of activity marketing runs through every link and detail of enterprise management behavior, including business philosophy, organizational structure, community ecological environment and neighborhood communication. It is a marketing plan based on meeting the needs and desires of buyers and considering the interests of buyers, enterprises and society.

Summary:

Throughout the development of real estate activity marketing, it is obvious that activities that can be incorporated into the overall marketing strategy are undoubtedly more in line with the trend of the times. However, the current situation is that the three levels of real estate activity marketing still coexist and develop together, and they serve different real estate enterprises to varying degrees.

Fourth, real estate marketing strategy analysis

The strategy of "activity marketing" in real estate marketing is to create a stronger and more efficient means of "information transmission" based on the uniqueness and arduousness of its product sales, so as to achieve short-term and efficient real estate sales as much as possible.

First, the strategy of "activity marketing" should try to convey the unique content of real estate information-namely the scarcity information of real estate. Many people kiss babies to feed them. In a virgin land, activity marketing shows its unique effect.

Second, the way of information transmission must be unique and wonderful-that is, as sensational as possible. In order to achieve high efficiency of information transmission and information transmission of real estate products, it is necessary to create sensational "news events" and highly original characteristic activities, make consumers interested in "activities" with unique "forms" and high-intensity stimulating characteristics, and then convey product information and corporate image information to consumers, with the aim of making specific public consciously and actively accept the unique information of products.

Third, the object of information transmission should be "accurate"-it must be aimed at a specific public.

The "public" targeted by a product is not the same as the general public, and the people who may become consumers of the product are the corresponding public.

Five, list the common real estate marketing methods

According to the marketing presentation of real estate activities in the market-that is, horizontally according to the market scene;

⑴ Product Briefing-The purpose is that developers, architects, landscape designers, cooperative businesses, etc. will give an all-round speech on residential products in turn through interactive briefing, and convey the details, supporting facilities and ideas in the real estate to the owners and intended customers.

⑵ Customer activities-select one or several key nodes, install "engines" and "boosters" in the whole time series of real estate sales, and hold various types of promotional activities, which can be held separately or as a whole, such as cultural week and real estate festival, so as to accelerate the brand building or sales of a specific real estate.

2. Real estate marketing planning scheme

First, the prospect introduces the macro environment and market prospects; Introduce the industry prospect; Introduce the current market situation of this product.

Second, the purpose of marketing planning

Analyze the current marketing stage of products and put forward the purpose of marketing planning.

In order to achieve the sales target of the company's products in the market, introduce new products to the market, improve brand awareness and market share, adapt to the new changes in the environment, re-formulate marketing plans, and solve a specific difficulty faced by enterprise marketing. ...

Third, the market environment analysis

Swot analysis of environmental analysis: the gap, advantages, disadvantages, opportunities and threats between marketing status quo and objectives. ...

Analysis and evaluation of the original market view of enterprises.

The necessity of re-establishing the strategic decision of the target market.

Fourth, competitor analysis

1' s main competitor.

2. Basic information of competitors.

Advantages and disadvantages of competitors.

4 competitor's strategy.

Verb (abbreviation of verb) market strategy

Product/pricing (strategy) Channel (strategy) Promotion (strategy) Other supporting strategies Specific action plan (person, time, place, event).

Cost budget of intransitive verbs

Research and planning expenses, advertising expenses, personnel promotion expenses, public relations activities expenses and business promotion expenses.

Seven, emergency plan

How to deal with various crisis management plans/rumors, sudden changes in safety and policies, serious quality accidents .../Customer complaints/insufficient or untimely supply/discovery of counterfeit goods/troubles of relevant parties ...

Eight, marketing management plan

Implementation, control and management measures of marketing plan.

Nine. Effect prediction

Attachment: Market survey questionnaire.

Analysis of market survey results.

Data source table.

3. Real estate marketing planning scheme

Pre-marketing is the leader of real estate development. Since 1995, the idle rate of real estate in cities all over the country has been hovering between 30% and 40%. The realistic pressure makes the real estate enterprises realize that the real estate competition is fierce and extensive management is no longer feasible. If real estate enterprises want to occupy a place in the increasingly fierce market competition, they must understand the market, be familiar with the market and implement the market positioning of "moving the center of gravity forward". At this time, many domestic real estate enterprises, especially those engaged in real estate intermediary, have invested manpower and material resources to study real estate marketing planning. After that, large and medium-sized cities all over the country have launched real estate marketing wars to compete for brands, so that the concept of marketing planning has been continuously integrated into the business policy of enterprises. For many real estate development enterprises, it is imperative to build their own brands before implementing the marketing strategy. Important link of real estate marketing planning

According to the modern marketing concept, marketing planning should run through the development and operation of real estate. Pre-marketing, like post-marketing, is an indispensable part of the real estate marketing chain. When the developer has investment intention, through the investigation and analysis of the supply and demand and soft environment of the real estate market, as well as a series of pre-marketing activities such as market positioning and financial feasibility analysis, it is finally taken as an investment decision. Because pre-marketing can best reflect the essential attribute of "finding and satisfying wishes" marketing, compared with post-marketing of real estate development, pre-marketing is the most important part of real estate planning. Without the intervention of pre-marketing, it will be difficult for developers to truly grasp the market demand, and the commercial housing they develop will not be sold smoothly, even bringing the risk of long-term idle commercial housing and capital backlog.

The Frontier of Real Estate Marketing Planning

Real estate development generally goes through the following stages: investment intention, plot selection, market research, product positioning, investment return analysis, investment decision-making, scheme design, architectural planning, advertising planning, commercial marketing, property management, corporate image overall planning, etc. The marketing planning activities in the first six stages are "pre-marketing". From the whole process of real estate development, the pre-marketing of real estate is at the forefront of the whole marketing planning compared with the post-marketing work. There are two problems to explain here. First, pre-marketing is different from the pre-work of real estate development. For example, in the textbook for the qualification examination of real estate appraisers, real estate development is divided into several stages, such as investment opportunity selection and decision-making, preliminary work, construction stage, rental and sales stage, and property management. It is considered that the preliminary work is the work that needs to be done after the specific development site and project are determined, before purchasing the land use right and starting the construction process of the development project. It can be seen that pre-marketing is a marketing planning activity before "pre-work". Second, pre-marketing is a marketing planning activity before "taking land". When discussing the necessity of pre-marketing of real estate in the article "Pre-marketing-Secrets of Real Estate Development", Hong Jianning pointed out: "Most developers don't do market research seriously after they get the land, but draw some rough product concepts according to their own feelings and old experience." In fact, he regards pre-marketing as a marketing planning activity after they get the land. The author believes that pre-marketing is before "land acquisition", because land acquisition shows that investors have made investment decisions. In fact, if the real estate market is standardized, "land acquisition" should also be included in the early marketing. For example, the location, area, function and plot ratio of land use have been clearly informed to investors, and even for investors to make decisions. As for the idea of separating the overall planning of the project from the architectural landscape design, it is inappropriate and should be the content of "preliminary work"

Long-term strategy for the development of real estate enterprises

Although pre-marketing is in the early stage of real estate development, it is the front end of marketing planning. However, for a real estate development project, whether the pre-marketing is done well is directly related to whether the future development project can be successfully sold, whether the investment can be recovered on time and bring profits to the enterprise. It can be said that the pre-marketing is the key to the real estate development cost. For a real estate enterprise, only through early marketing planning, identifying the target group, correctly positioning the product market, and establishing its own products and corporate brands through successful real estate development projects can the enterprise be in an invincible position for a long time. Therefore, pre-marketing can also be said to be an effective long-term strategy for real estate enterprises to successfully plan their future development.

Misunderstandings and problems in pre-listing planning

In China, the consequences of the real estate boom in the first half of 1992 and 1993 have not been completely eliminated, and the "unfinished buildings" left in some places have not been cleaned up. After entering 1998, the whole macroeconomic environment gradually relaxed, and the real estate began to heat up again, and the debate and governance of a new round of real estate boom in 20xx began again. Especially in 20xx—20xx, all indicators of real estate development increased by about 30%. According to the statistics of relevant departments, the investment in real estate development in1/kloc-0 provinces, autonomous regions and municipalities directly under the central government increased by more than 50% in 20xx, and the investment in 35 large and medium-sized cities 10 cities increased by more than 70%. The rapid growth of real estate investment will inevitably make the number of real estate development greatly exceed the residents' demand for housing, and the vacancy rate of real estate will rise rapidly. There are many reasons for the blind growth of real estate investment and the rising vacancy rate, but the author thinks that the main reason is the poor marketing planning of real estate developers, especially the poor marketing planning in the early stage.

Its existing misunderstandings and problems are mainly manifested in:

Pay more attention to late promotion than early marketing, putting the cart before the horse.

Although many developers know the importance of marketing in real estate development projects, they don't know what marketing is. Even if marketing is equated with promotion, the common practices are as follows: First, the establishment of a company, the establishment of a project, the selection of pictures, and advertising are carried out almost simultaneously; Second, there was no marketing plan in the early stage. In order to promote sales, we directly advertised in the process of project construction; Third, land acquisition procedures and project feasibility analysis are carried out at the same time; Fourth, although there was market research in the early stage of development, it was either nationwide information, the information of this city was unknown, or the information was obtained without reliable basis, or the "investigation report" made by the undertaker of the feasibility report to cope with the errands. In a word, they don't pay much attention to "pre-marketing", which delays the initial stage of real estate marketing planning. As for the image planning involving the long-term development strategy of enterprises, most of them have not attracted enough attention. Even if there is, it is an activity that has to be carried out around a development project or in order to sell a product.

4. Real estate marketing planning scheme

Since you choose to do the real estate industry, there is no way out. Although the real estate industry makes a lot of money, high returns have high risks, and both opportunities and risks exist. However, if the investment is large, there will be no way out if it is locked up, which is worse than if the stock market is locked up. High risk and high investment, so we must be cautious in doing things in the real estate industry. You must think about your retreat in advance and make things clear in order to avoid investment failure.

Below, according to the latest situation of the real estate market and the current situation, I made a marketing plan for the company that I think is very targeted:

Real estate industry solutions:

China real estate in 2009 is like a developer's nightmare. Affected by the subprime mortgage, the global real estate downturn has also spread to China. 2009 is still a difficult period for the real estate industry. Earlier this month, the State Council officially announced that it would not use policies to save the housing market. The promotion strategy of real estate developers who spend a lot of money is gone forever. It has become a top priority for developers and agents to study buyers' needs carefully, plan products accurately and spread them accurately. Unipost's real estate industry solution just solved the marketing problem of developers in the economic downturn:

Accurate promotion planning:

1) real estate customer segmentation;

2) accurate short message marketing platform;

3) accurate mail marketing platform;

4) sending and executing the database;

5) dm marketing design and implementation of target customers.

Special planning of real estate agency:

1) database establishment;

2) Establish a database promotion platform (SMS and email platform);

3) database sending execution.

Commercial real estate gathering planning:

1) business circle analysis;

2) real estate theme design;

3) Investment suggestion and implementation;

4) Aggregation strategy.

High-end real estate project promotion planning:

1) integrated network communication scheme;

2) High-end customer database analysis;

3) Design and implementation of database content;

4) Implementation planning of project promotion meeting.

The solution of Youyou real estate industry is suitable for low-cost marketing developers and intermediaries, and it is a new marketing model that can quickly find the target.

The arrival of the global financial crisis shows that irrational investment is a worldwide problem. Although China's real estate market is depressed, the world real estate market is almost as serious as China's, even more serious than China's. Although many countries in the world have taken government measures, China has decided not to save the housing market with policies according to its own national conditions, which also has national difficulties, and we should understand.

Since the state will not use policies to save the housing market, it must find a way out by itself. If something is not done, the company will not be far from bankruptcy. We are paying for the unreasonable development of the real estate market in China before, and we can't blame others. There are indeed many real estate tycoons hoarding and speculating on the real estate market, which has led to this situation.

The new marketing plan I made above has written out how to save our company perfectly. I hope everyone can pay attention to it.

5. Real estate marketing planning scheme

I. Foreword Today, with the increasingly mature development of commercial real estate sales, real estate marketing planning is becoming more and more important in the process of commercial real estate sales and investment promotion. If the store wants to sell well, pre-marketing planning is essential and must be done well.

Xx commercial city project is a high-quality building developed by xx real estate development company, which will become a classic of new leisure real estate business in North District of xx City.

Xx Commercial City is located next to xx Square in the north of xx City, which is a new project of xx Real Estate Development Company. The project covers an area of xx square meters. According to the current architectural design scheme, the project consists of three-story podium (including negative one floor) and two towers (four floors high respectively), with a total construction area of about xx square meters, underground garage and equipment room construction area of xx square meters, commercial podium construction area of xx square meters and tower construction area of xx square meters. The total investment of the project is about xx million yuan.

After the previous market research and analysis, this project is initially determined as a modern multifunctional leisure shopping center. According to this preliminary idea, combined with the current project status, this marketing enterprise plan systematically analyzes the market positioning and marketing operability of this project. From the perspective of marketing planning, this paper makes a comprehensive and operable discussion on the overall image packaging, marketing organization and operation, marketing promotion, advertising strategy arrangement and sales promotion of the project.

Second, the overall strategy of project marketing

The overall marketing strategy is to carefully analyze, scientifically divide and accurately cut into the target market. Through the comprehensive use of marketing strategy, we can maximize the added value of the project, obtain the profit of the project, and comprehensively establish and enhance the corporate image and project image. To sum up the overall marketing strategy of this project, it can be simply described as "five ones", that is, to establish a cutting-edge concept, advocate the concept of wealth, refine a distinct theme, start the avant-garde market, and brew a hot-selling storm.

Third, the project marketing objectives and policies

According to the "Five Ones" overall marketing strategy of this project, the marketing objectives and policies of this project are formulated as follows, which will be the perfection and enrichment of the marketing work plan of this project.

1. Establish a new concept: leisure shopping business.

2. Advocate a concept of wealth: venture capital, leisure shopping and stable returns.

3. Extract a distinct theme: property-based shops and leisure enterprises.

4. Create an avant-garde market: advocate "venture capital business and leisure shopping", abandon the oppression and bondage of the traditional pure shopping environment, mainly for young and cutting-edge consumer groups with their own personality, and let them experience the leisure business environment with clear shopping themes.

5. Brewing a hot-selling storm: The project will upgrade the traditional business behavior to a modern brand-new leisure business, strive to promote the brand-new changes in the development of commercial real estate market, avoid the competition of traditional businesses, and set off a hot-selling storm in a brand-new market.

Fourth, the sales target

1, sales (investment) target.

2, sales target decomposition, according to the project positioning and construction progress, to carry out marketing work.

Verb (abbreviation for verb) project sales time and price

In order to better reflect the overall marketing strategy and achieve the target policy in the follow-up marketing process, the following sales opportunities and prices are determined by integrating project element resources and marketing promotion and communication elements, combined with project positioning.

(1) Timing and attitude of the project entering the market.

1. Time to enter the market: according to the planning, project progress and marketing preparation, opening during the xx (or xx) housing fair can seize the opportunity of the xx spring housing fair and xx Festival and set off the first climax; In xx Festival, xx Autumn Housing Fair, xx and other important periods, a new sales boom was set off.

2. Attitude towards entering the market: Appear in the whole city and even the xx area as "wealth real estate, leisure shopping", and create a new concept of leisure business investment and management.

(2) Price positioning and price strategy.

1, price positioning principle: using price comparison method and comprehensive balance method.

2. Price Positioning: The average selling price of the whole commercial project is xx yuan/square meter, of which the starting price is xx yuan/square meter and the selling price is xx yuan/square meter.

3. Price strategy: adopt the parity strategy of "opening low and going high", take the first half year after the opening as the first stage of price adjustment (slight increase), with an average price of xx yuan /m2, and the sales at the end of the period decreased slightly in disguise.

The propaganda strategy and media combination of intransitive verbs

(1) The theme of the publicity strategy.

1. Personality: "xx Commercial City Wealth Real Estate Investment Business" is the first and the first investment concept in our city to promote the transformation of commercial development from "building products" to "creating new leisure shopping methods" and advocate "investing in wealth real estate and obtaining stable returns".

2. Location and transportation: The project is located next to xx Square, in a lot, a landmark building in a noble residential area, with convenient transportation, and it is the preferred ideal commercial real estate investment environment in the northern region.

3. Value-added potential: Located in the core area of the key development areas planned by the government, it has good development prospects, low acquisition cost and great appreciation potential, and is the first choice for investing in home ownership.

(2) Media combination.

1. Pre-opening period: soft news and advertisements are the main media, newspapers are the main media, supplemented by television, and the new concept of "wealth investment and stable return" is deeply explored.

2. Strong promotion period after the opening: it is an important period for project marketing and promotion. The propaganda media is mainly composed of "newspapers, television and outdoor billboards", supplemented by related magazines and direct mail advertisements.

3. Post-opening image exhibition period: in order to show the image, soft and deep excavation is the main method, and TV and newspapers are the main media, supplemented by forums, public relations, publicity activities and project investment briefing sessions.