Basic knowledge of real estate sales

What real estate sales people generally need to know:

1. Basic information of the project: surrounding conditions, development, planning, transportation, facilities, business, schools, etc.; The specific situation of the project, the direction of the project, the four directions, the units sold, the average price, discounts and so on. Contact with new projects, there will be project understanding, project solutions, sand table model explanation, regional model explanation and so on. Read the material and recite the content.

2. Bank mortgage knowledge: a series of knowledge related to bank mortgage, such as bank interest rate, mortgage ratio, mortgage term, calculation of monthly mortgage amount, definition of mortgage number and how to handle mortgage.

3. Real estate policy: purchase restriction policy, loan restriction policy, tax policy (property tax, inheritance tax, house deed tax), documents for obtaining pre-sale of real estate, how to handle real estate license, etc.

4. architectural knowledge: Basic knowledge of real estate construction, such as the definition of usable area, the calculation and explanation of occupancy rate, the influence of storey height, and various methods to increase usable area.

5. Real estate sales knowledge: How to sell a house is a science. There are different sales words, various sales techniques and various sales methods. You need to listen, see and think more!

In real estate sales, customer management is an important indicator to measure whether the sales staff work is planned and efficient, and it is also the key for the sales staff to improve their sales skills.

Most salespeople are not good at customer management in the sales process, the turnover rate can never be improved, and the sales efficiency fluctuates, not to mention finding their own shortcomings in time. The sales manager will not even use the "indicator" tool to find and correct the bad work habits of the sales staff and improve everyone's sales efficiency. Many people are confused about how to improve their sales performance or how to improve the sales rate of their teams. In fact, the method is very simple, and everyone knows it, but everyone has not found a way to use it. ABCD classification of customer management is one of them, and it is also the most basic and effective method to improve the sales rate. Here I will explain in detail how to use ABCD classification to manage customers:

I. ABCD classification

When a customer comes to the door for the first time, according to the comprehensive situation of the first reception, the salesperson judges that more than 80% to 100% of the transaction probability is classified as Class A, more than 60% to 79% of the transaction probability is classified as Class B, more than 40% to 59% of the transaction probability is classified as Class C, and less than 40% of the transaction probability is classified as Class D. I call it 8644 for short.

Second, classify customer follow-up technologies.

① After a class A customer leaves the sales center for the first time, the sales staff should send a message to the customer at the first time, mainly introducing themselves and thanking the customer for visiting. The first return visit should be conducted within 24 hours, and the content of the return visit is mainly to sincerely express the request of inviting customers to return visit again. According to the return visit, the salesperson uses the 8644 classification method again to make a judgment again;

After class B customers leave the sales center for the first time, the sales staff should send a message to the customers before the end of the day. Other follow-up methods are the same as those of Class A customers, and the 8644 classification method will be used again after the return visit.

After the customers of Class C and Class D leave the sales center for the first time, the sales staff should pay a return visit for the first time according to the return visit method of Class B customers, and at the same time, when using the 8644 classification method to identify customers, the customer management level and follow-up method should be adjusted in time according to the customer feedback information.

② The follow-up density of Class A customers should be the most frequent. Basically, the first return visit does not exceed 24 hours, and the customer's return visit time is locked within 3 days, and the customer will return visit within one week. If the return visit time cannot be agreed or there is no return visit within the agreed time, the customer can be automatically downgraded.

The follow-up density of Class B customers can be kept normal, and the first return visit is basically kept within 24 hours. If the first return visit can reach the return visit time with the customer, it can be changed to class A customer to follow up. If you can't transfer the customer to Class A for follow-up, you will maintain normal contact and maintain contact intensity at least twice a week. If two calls can't achieve the purpose of returning to the customer, the customer can be demoted for follow-up treatment;

The follow-up density of Class C and Class D customers should be kept normal, and the first return visit should be kept within 24 hours. If there is an opportunity to change to Class A or Class B, it shall be handled in this way. Instead, you can keep occasional phone calls and text messages. Usually, we don't know much about the reasons that affect this kind of customer's purchase, so there are only two purposes to pay a return visit: first, to show politeness, to deepen the impression and pave the way for the next purchase; Second, tap the potential customers around you.

No matter what kind of customers, as salespeople, they should show the professionalism and positive self-image of professionals and enrich their contacts and thoughts.

Third, classify the trading opportunities of customers.

① Customers who return to the sales center within a short time after the first return visit or within the agreed time should be regarded as the key follow-up customers of Class A customers and can be regarded as A+ customers. The mode is: Class A (initial visit)+Class A (our first return visit)+Class A (customer's second return visit).

A+ customers belong to a group of customers who have a strong demand for buying houses and will definitely make a purchase decision in a short time. Basically, when the customer pays a return visit for the first time, the time has come to clinch a deal, so the salesperson should take the initiative to signal the deal and seize the opportunity. For example, the final transaction of A+ customer shows that the salesperson has a more accurate grasp of the customer and a clearer thinking, and the judgment of the customer can reach 80 points. On the other hand, if there is no transaction in the end, the salesperson should record the real reason of the transaction in the work log, check whether the reason of the transaction is himself, the product, the price or other reasons, and at the same time use the 8644 classification method to downgrade the customer.

(2) After the first return visit, class B customers will be automatically upgraded to class A customers for follow-up if they return visit as required. Otherwise, the customer should be downgraded and followed up. Class B customers are basically people with purchasing needs, but it is difficult to make a purchasing decision because of some factors. Therefore, at this stage, our follow-up focus is how to find out the main reason that interferes with their purchase decision, and then help customers solve this problem, turn it into a class A customer, and make a transaction request quickly and directly without giving customers too much time to consider. The ability of salespeople to find and solve problems is particularly critical when B-type customers are transformed into A-type customers, so the ability to find customers' doubts in this process is the opportunity to clinch a deal.

(3) Among Class A customers who visit for the first time, a class of impulsive customers can also seize the weakness of customers' impulsiveness at the first time, put forward the intention of closing in time, and create closing opportunities.

Fourth, use ABCD classification to find the direction

Most salespeople are blind and have no direction when following up with customers.

The so-called blindness refers to picking up the phone or facing the customer, not knowing what to say or communicating with the customer. Blind communication will make customers feel that you are unprofessional and easily lead to failure, so how to solve this problem?

Suppose a customer is visiting for the first time, and you use the method of 8644 to judge that it is a class A customer. What are the reasons to support what you think is a class A customer? If you think this is a feeling, it proves that you are blind. Solving this problem is to turn feelings into data or reasons. The data is the result of comprehensive analysis, and the reason is the true expression of customers' own wishes.

The so-called no direction means that you don't know what to do next. No direction means no goal. Without goals, it is impossible to achieve them. So how can we find the target?

Actually, the goal is simple. If it is a class A customer, how to get the customer to close the deal and how to propose the transaction is the direction; If it is a class B customer, how to turn it into a class A customer as soon as possible is the direction, then this direction is actually to find out and solve the interference factors that affect the customer's purchase decision; If you are a C-class or D-class customer, how can you deepen the customer's impression of you and help you find interested customers? This is your direction.

③ What is the probability of our success in applying ABCD classification? How to improve the success rate of distinguishing and classifying customers is an effective way to make up for the "short board", and the success rate is also an index to measure work efficiency.

Five, sales managers use ABCD classification.

(1) Require sales staff to record each customer in their own customer tracking management register according to the 8644 rules;

(2) Follow up the progress according to the classified customer follow-up method, and at the same time effectively grasp the specific situation of each salesperson's Class A and Class B customers, and guide them to follow up the customers;

(3) By monitoring and improving the customer classification accuracy of each salesperson, help the salesperson make up for the "short board";

④ Take the 8644 rule as the executive index to measure the working efficiency of salespeople.