Due to the heterogeneity between real estate and general commodities, such as huge capital investment, short production cycle, value-added and monetary function, semi-finished products can be sold, quality can hardly be improved, market price is low, there are many openings, and competition is fierce. With the increasingly fierce competition in real estate, the corresponding marketing planning is also very hot, so planning innovation has become the way to win. For the marketing planning of real estate, it mainly focuses on consumers' consumption behavior and lifestyle, and innovates in product design, product value promotion, marketing communication, payment methods, etc., in order to stimulate potential consumption demand or compete for existing customers. Its innovation can be reflected in creating a new product (such as the uniqueness of planning and design); Providing service mode (such as domestic property service); Advocate a lifestyle (such as exercise, health, leisure, taste, etc.). ); Create a culture and so on.
I. Future development trend
On the one hand, real estate has entered the era of brand competition, and the competition in the real estate market has shifted from price competition and concept competition to brand competition. Enterprises pay more attention to the cultivation and utilization of brands. Therefore, we should pay attention to the continuous strengthening of the brand, export the core value of the brand, and implement the sub-brand strategy under the unified brand; At the same time, advertising awareness should be advanced, promotion methods should be integrated, and all available communication resources should be used to strengthen the concept of products. On the other hand, the consumer market is becoming more and more rational and personalized. In recent years, the economy has continued to slow down, and residents' income (including expected income) has continued to decline, with affordable psychology dominating; After a long period of advertising immersion, consumers' accidental and impulsive buying is weakened, and rational buying behavior is enhanced; Different types of consumers gradually establish their own standards and preferences for the choice of real estate. Consumers will become more "personalized" in the choice of commercial housing, and will consider their psychological needs more and find more suitable real estate. With the intensification of competition in the real estate market, large-scale and intensive real estate will become the hot spot of future market competition; The market segmentation trend for different consumers is becoming clearer and clearer to meet different types of consumer groups; The "design era" begins to return, and developers pay more attention to product development and will pay more attention to the pre-planning and design of real estate. The means of competition will be all-round and diversified. For example, some large-scale real estate projects have comprehensive competitive advantages, and small and medium-sized ones must also occupy a place in the market with their personalized and characteristic needs. In the future development process, we will further pursue the realm (such as history, humanities, culture, etc.). ); Pursuit of close proximity (such as being close to business district, high efficiency, station, etc.). ); Pursue cleanliness (light, greening, natural gas equipment, etc. ); Pursue tranquility (low density, ecological landscape platform, etc. ) not only increases the demand for supporting facilities, but also has high brand requirements for real estate developers; There are corresponding requirements not only for design, but also for the living groups and social volume of community residents; Not only do they have requirements for the brand of real estate, but they may pay more attention to the links in the design and manufacturing process. In the case of further fierce market competition, how to further tap the added value of their own real estate, stabilize prices and attract tourists? How to further deepen the advantages of your own real estate according to the rational purchase demand of the target consumer groups, so that the target consumer groups can feel "value for money"? How to continue to establish its own unique brand personality, break through the encirclement of powerful competitors and continue to set off a new whirlwind in the market? How to adapt to the new trend of "individual home ownership era"? All these force developers to carry out systematic marketing planning.
Second, the real estate marketing planning
One is to plan first. In the whole project development process, planning should be put in the first place, including project certification, risk assessment, capital channel, market positioning, planning and design, construction bidding, project management, material selection, image packaging, opening sales, advertising, marketing strategy, property management, brand building, benefit improvement and so on. Planning is based on the corresponding market research, which can be both first-hand information and used. For example, it includes statistical yearbooks of government statistics, bank statistics, statistics bureau, commerce bureau, housing authority, land and resources bureau, tax bureau and other departments to understand and analyze market purchasing power and consumption trends. Conduct targeted surveys according to different links, such as focusing on the lifestyle of consumers, the real estate situation in the region, and promotion strategies. The second is that innovation wins. Marketing planning innovation should run through the whole planning process, including architectural form, layout planning, apartment design, integrated marketing, advertising, public relations activities, property management, financing methods and so on. , such as effective combination with finance in terms of payment methods; In price setting, make effective use of consumers' psychology; Take advantage of consumers' curiosity and hypocrisy in publicity and positioning. Such as attaching importance to children's education, being neighbors to celebrities, zero down payment, combined sales and promotion of family fun gift combinations: husband sends fitness gift certificates, wife sends beauty gift certificates, children send children's palace courses, and the elderly send comprehensive physical examinations. At the same time, we should grasp the whole process. In the whole planning of real estate development, every link, every process and every detail is very important. Such as market research, market analysis, market positioning, market image, marketing and promotion.
The third is to shape differences. Differentiation can create competitive advantage. In the process of real estate planning, differences should be shaped at different levels, such as architectural style, facade, wind system design, light system design, apartment design, layout space design, functional design, intelligent design and escape design. In the process of shaping differences, we should weigh the value promotion, eye-catching, novelty and cost, because the purpose of enterprises is profit-oriented.
The fourth is integrated marketing. On the one hand, real estate enterprises should embody humanistic consciousness in project development or operation, and pay attention to corporate image, project image, employee image, product materials and marketing methods. On the other hand, we should be good at integration, combining and integrating the pricing method, opening price, price strategy, payment method, marketing theme, advertising creativity, media delivery, delivery time, media selection, selling point creation, property management commitment and so on. Such as the introduction of combined household appliances and combined kitchens; Comprehensive community support, integration of internal and external resources and so on. Communication, from speculation to speculation appreciation potential, from speculation concept to speculation design and apartment type; From soft articles to single leaves, from TV advertisements to body, radio and outdoor advertisements, we will create creative points in lifestyle and lifestyle. In brand positioning, according to the consumption pattern and the actual situation of real estate, find the corresponding target consumer groups and be good at cultivating sub-brands of real estate. Of course, the realization of real estate sales power can not be achieved simply by the output of brand concept. Real products and prices are the key to achieving sales power. Therefore, it is necessary to export diversified product information, enhance the sense of value of real estate, impress more rational consumer groups, inject some new elements into products and give them a fresher image, thus maintaining the freshness of brands.
In short, the future community will pay more attention to the product itself: if the garden is well designed, there will be more leisure space; Reasonable spacing, high utilization rate, good lighting and good air circulation; Large building spacing, open space and broad vision; Community facilities, good property management, preferably closed management; Convenient transportation and shopping make the house a home of culture and creativity. In marketing communication, we should grasp the mentality of target consumers, aim at people's hearts, do what they like in sales strategy and advertising strategy, and let them buy. At the same time, according to the characteristics of target consumers and products, advertising investment will be more targeted and direct. On the one hand, the combination of soft writing, public relations and different forms of advertising is innovative in the process of design and delivery; On the other hand, we should effectively grasp the consumption psychology and behavior of the target consumer groups and pay attention to their consumption patterns, so as to carry out corresponding communication and promotion activities in a targeted manner.
The real estate industry has always been one of the important industries that promote the development of the national economy. Especially in recent years, China's real estate industry has made great progress, but it has also produced many bubbles, which led to a huge crisis in China's real estate industry after the arrival of the global financial crisis. In order to deal with this crisis, we have come up with many ways, but all of them are temporary solutions, so there must be several ways and schemes to get along.
A good real estate marketing plan must have a good plan and grasp the whole marketing activity as a whole. Marketing planning pays more attention to the relationship between products and markets, and is the main tool to guide and coordinate marketing efforts. If real estate companies want to improve marketing efficiency, they must learn how to formulate and implement correct marketing plans.
First, the content of the real estate marketing plan
In real estate marketing, it is very important to make an excellent marketing plan. Generally speaking, the marketing plan includes:
1. Plan Summary: Summarize the proposed plan briefly for the management to browse quickly.
2. Marketing status: provide background information on market, products, competition, distribution channels and macro environment.
3. Opportunity and problem analysis: the main opportunities and challenges, advantages and disadvantages, and problems faced by the products that must be involved in the comprehensive plan.
4. Objectives: Determine the planned objectives in terms of sales volume, market share and profitability.
5. Marketing strategy: provide the main marketing methods used to achieve the planned objectives.
6. Action Plan: What should this plan do? Who will do it? When will it be finished? How much will it cost?
7. Estimated income statement: summarize the planned expenses.
8. Control: Describe how to monitor the plan.
Second, the plan summary
At the beginning of the plan, the main objectives and suggestions of the plan should be briefly outlined. The plan summary enables the top managers to quickly grasp the core content of the plan, and the content list should be attached to the plan summary.
Third, the status quo of marketing
This part of the plan is responsible for providing background information related to the market, products, competition, distribution and macro environment.
1. Market situation.
Information about the market served should be provided. The size and growth of the market depends on the total amount in the past few years, and it should be listed separately according to market segmentation, as well as the trend of customer demand, concept and buying behavior.
2. Product information.
The sales volume, price, price difference and net profit of the main products in the product line in the past few years should be listed.
3. Competitive situation.
The main competitors should be identified, and their scale, objectives, market share, product quality, marketing strategy and any other characteristics that help to understand their intentions and behaviors should be described.
4. Macro-environmental situation.
We should be clear about the important macro-environmental trends that affect the future of real estate, namely, population, economy, technology, politics and law, social and cultural trends.
Fourth, opportunities and problems analysis
According to the information describing the current marketing situation, we should find out the main opportunities and challenges, advantages and disadvantages and problems faced by the company in the whole marketing period.
Managers should find out the main opportunities and challenges facing the company, which refer to external factors that may affect the future of the company. These factors are written to suggest some actions that can be taken. Opportunities and challenges should be divided into seriousness and urgency, so that the most important thing can get special attention.
As long as we work according to the above sales plan, even if we can't return to the peak of sales in previous years, we will return to a good state, because we work according to our most practical situation, so our sales work will be the best. I believe that our national economy will recover soon, and our real estate market will also recover and prosper!