I want to ask, what does the concept poster of real estate mean? Are there any examples? The concept poster of real estate refers to the unified planning and blueprint design of the community! For example, the 3d poster in front of the building!
Real estate marketing scheme real estate marketing scheme
( 1)
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 life taste. 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 the target consumers, focus on the people's hearts, suit their wishes in sales strategy and advertising strategy, and urge them to buy. At the same time, we should match products according to the characteristics of the target consumers.
Features, so that advertising investment is more targeted and more 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.
Real estate marketing plan
(2)
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.
1. Contents of real estate marketing planning
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.
I. Overview of the plan
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.
Second, 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 scale and growth of the market depends on the total amount in the past few years, and it should be listed separately by market segmentation and regional 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.
Third, 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.
1. Opportunities and challenges analysis
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.
2. Advantages and disadvantages analysis
We should find out the strengths and weaknesses of the company. Contrary to opportunities and challenges, advantages and disadvantages are internal causes, while the former is external causes. The advantages of the company refer to some strategies that the company can successfully use, and the disadvantages of the company are things that the company should correct.
3. Problem analysis
Here, the company uses the research results of opportunities and challenges and advantages and disadvantages analysis to determine the main problems that must be emphasized in the plan. Decisions on these issues will lead to the subsequent establishment of goals, strategies and tactics.
Four. target
At this point, the company already knows the problem and should take it as a basic decision related to the goal to guide the subsequent strategy and action plan.
It is necessary to establish two kinds of goals-financial goals and marketing goals.
1. Financial target
Every company will pursue certain financial goals, and business owners will seek stable coverage of long-term investment and want to know how much profit they can earn in that year.
2. Marketing objectives
Financial objectives must be transformed into marketing objectives. For example, if the company wants to make a profit of 6.5438+0.8 million yuan, and the target profit rate is 6.5438+00% of sales, then it must set the target of sales revenue as 6.5438+0.8 million yuan. If the company sets the price of each unit at 200,000 yuan, it must sell 90 houses.
The establishment of goals should meet certain standards:
Each goal should be stated in a clear and measurable form, and there is a certain deadline for completion.
Each goal should be internally consistent.
If possible, the goal should be explained in different levels, and how the lower goal is derived from the higher goal should be explained.
Verb (abbreviation of verb) marketing strategy Here we should list the main marketing strategy outline, or "carefully planned action". When making marketing strategies, we often face many possible choices, and each goal can be achieved in several ways. For example, the goal of sales revenue growth 10% can be achieved by increasing the average selling price of all houses or by increasing the sales volume of houses. Similarly, each of these goals can be achieved in many ways. For example, promoting housing sales can be achieved by expanding the market and increasing market share. After in-depth discussion of these goals, we can find out the main strategies of housing marketing.
The policy statement can be as follows:
Target market: high-income families, with special emphasis on male consumers and companies, mainly foreign companies.
Product positioning: high-quality export house. There are two kinds: commercial and residential.
Price: The price is slightly higher than that of competitors.
Distribution channel: mainly through major well-known real estate agents for sales.
Service: Provide comprehensive property management.
Advertising: According to the target market of market positioning strategy and the characteristics of high price and high comfort, launch new advertising activities and increase the advertising budget by 30%.
R&D: increase the cost by 25%, and make timely adjustment according to the customer's advance orders. Let customers get the greatest satisfaction.
Marketing research: increase the cost of 10% to improve the understanding of consumer selection process and monitor the actions of competitors.
Action plan of intransitive verbs
The strategic statement describes the main marketing drivers used to achieve enterprise goals. Now, every element of marketing strategy has to be carefully thought out before it can answer: what will it do? When will you do it? Who will do it? How much does it cost? Wait a minute. Specific actions.
Seven. projected profit-and-loss statement
The action plan enables the manager to prepare a budget to support the plan, which is basically an estimated profit and loss report. The competent department will review the budget, approve or modify it.
Eight, control
The last part of the plan is control, which is used to control the process of the whole plan. Usually, goals and budgets are set on a monthly or quarterly basis. In this way, the company can check the results of each period and find the departments that failed to achieve their goals.
The control part of some plans also includes emergency plans, which concisely lists the steps that the company should take when some unfavorable situations may occur.
8.2 Implementation of Marketing Plan
Marketing execution is the process of transforming marketing plan into action and ensuring the completion of this task in order to achieve the set goals of the plan.
The strategy deals with the marketing activities and why, while the implementation deals with who will implement the marketing activities, where, when and how. Strategy is closely related to implementation, guiding implementation, such as allocating some funds to marketing plan, guiding housing sales staff to change sales focus, reprinting price list and so on. In addition, execution is also a kind of strategy feedback, that is, it is expected that the difficulties in the execution of a certain strategy will affect the choice of strategy.
Real estate marketing plan
(3)
Activity background:
Zhuzhou, located on the bank of Xiangjiang River in eastern Hunan, is 50 kilometers away from Changsha, the provincial capital, with a total area of 1 1262 square kilometers and a total population of 3.72 million, including an urban area of 60 square kilometers and an urban population of 759,000. It has jurisdiction over four counties and one city. According to statistics, in 20XX, the GDP of Zhuzhou City was 39.4 1 100 million yuan, the per capita GNP reached 654.38+0.08 million yuan, and the per capita disposable income was 8986 yuan. The living standards of residents have been continuously improved. Because of its excellent geographical location and relatively developed industrial base, Zhuzhou has become an important city and an important export commodity base in China, and tourism has gradually developed into an important industry in Zhuzhou. In recent years, with the expansion of the real estate industry, the commercial housing transactions in Zhuzhou have become increasingly popular. In July 2005, natural gas will enter Zhuzhou, and the vigorous development of the real estate market and the introduction of natural gas will inevitably bring new development opportunities and market space to kitchen and bathroom products. Brand X is a local kitchen appliance brand in Hunan, occupying 67% market share in Zhuzhou cooker market. In order to seize business opportunities, occupy the market and actively explore new sales channels, brand X has organized a series of community promotion activities specifically for the real estate market by taking advantage of its geographical advantages.
I. Purpose of the event
Improve brand X's popularity and market share, expand new sales channels and expand sales.
Second, the theme of the event: buy X brand chefs to create a better new life.
Third, the preparations for the event:
A. production of promotional materials.
(1) banners: each community is guaranteed to hang three banners, which can be hung on the external walls, roadside main roads and main roads of the community. The content can be: X brand kitchen voluntary maintenance service point; Brand X creates a comfortable and healthy new life; New life, new kitchen-X brand kitchen, banners as on-site advertising, the content is X brand enterprise standard color, blue background and white characters, in order to attract consumers' attention and form a strong visual impact.
(2) Posters: posted on the publicity column of the community, the entrance of the community, the external wall, the on-site information desk or products to attract consumers' attention and achieve the purpose of publicity.
③X-frame: The content mainly includes product image and corporate image Logo, promotional activities and service content.
④DM leaflet page: At the entrance of the community, the intersection with heavy traffic, the main road of the community and the activity site, a large number of promotional materials and DM leaflets are distributed to consumers by shopping guides or temporary shopping guides, and the information transmitted to consumers should be direct and complete. Therefore, DM leaflets include company introduction and company concept, and product model, size and introduction should be printed properly. In addition, increase the after-sales service commitment and after-sales service contact telephone number to avoid the worries of consumers.
⑤ Floor stickers: Make floor stickers and stick them in every corridor of each community. The color is the standard color of X brand enterprise, such as blue and white, white characters on a blue background or blue characters on a white background. The content is mainly public welfare propaganda: for example, X brand group and you create a national civilized city; Strive to be a civilized Zhuzhou person; X brand group wishes you good health and promotion step by step.
⑥ Tent: The tent uniformly prints the CI image of the enterprise and delivers it to the community activity site before the start of the community direct selling activity, so as to increase the visibility of the enterprise and products and enhance the brand image.
⑦ After-sales service contact card: increase the affection between manufacturers and consumers, improve the reputation of enterprises and arouse the trust of consumers.
B, cell selection:
Firstly, investigate the overall situation of the community, understand the background of the developer and the scale of residential development, and analyze the background of the owner, collect information around the target consumers, and determine the partners.
(2) Understand the management system of the cooperative community and communicate with the property personnel, understand each other's views on community activities, and explore the cooperation mode, so as to better carry out community activities and avoid unnecessary troubles.
(3) sign a cooperation agreement with real estate developers, and conduct it with developer brand and X brand in a * * * way to increase their respective sales. For example, "Xiangyin and X brand will join hands with you to create a better new life."
C. promotion of direct selling activities.
(1) Before entering the direct sales activities in the community, organize personnel to enter the community to distribute leaflets on a carpet, so that every household can see the leaflets of brand X..
(2) Sticking the floor in the corridors of various communities to enhance influence, and hanging banners in various communities to enhance brand awareness and expand influence.
(3) When some direct sales are put on the spot, not only DM leaflets are distributed, but also a series of small gifts can be attached to expand the publicity influence.
④ In the process of on-site sales in residential areas, we can mobilize on-site consumers, attract other consumers' attention to X brand products and promotional activities, and use their trust and "joining in the fun" psychology to publicize activities and boost sales.
⑤ Use the exhibition hall of real estate developers to place X brand DM leaflets or joint promotional advertisements.
⑥ Do promotion with the help of the sales girl, such as buying a house and giving X brand coupons * * yuan, or enjoying * * discount with the DM leaflet page of X brand, or cleaning it for free.
D. shopping guide training.
The shopping guide must be fully familiar with the product structure and characteristics, and understand the product knowledge. In view of this activity, the marketing department of the company extracts the selling points from various products in a targeted manner, and organizes professional after-sales service personnel and technicians to train the shopping guides, so that they can understand the functions and functions of each part, so that the shopping guides can truly understand the products comprehensively and be more convincing when introducing products to consumers.
In the activity, the shopping guide should be unified in language, unified in caliber and dressing the, always maintain a friendly, enthusiastic and smiling working attitude, actively and patiently explain the content of the activity to consumers, and reflect the professional quality of the shopping guide everywhere, thus igniting consumers' desire to buy.
In addition, the terminal layout and promotion skills were trained:
1. Movable banners and posters should be hung in eye-catching positions, and the gifts should be arranged neatly and reasonably to attract consumers' attention, arouse consumers' desire to buy and set off the warm atmosphere at the scene.
2. Products should be placed neatly and stacked neatly to attract consumers' attention and set off hot sales of products. Gifts should also be piled up and gift stickers should be attached to them.
3. After seeing the consumer, the shopping guide should take the initiative to smile and say hello, actively introduce the promotion activities, and improve the transaction rate.
4. The shopping guide actively distributes DM leaflets to consumers who come to watch, and actively guides and promotes sales when consumers show their desire to buy.
5. At the same time, during the activity, the shopping guide should take the initiative to count the sales situation before work every day, and feedback the information to the business department in time so that the business department can make decision adjustments.
Four. Contents of direct selling activities:
Live demonstration activities. On-site demonstration is a very simple and effective method, which is better than the oral introduction of the shopping guide. "Hearing is false, seeing is true" not only aroused consumers' interest, but also increased consumers' desire to buy and increased their confidence in buying. On-site demonstration starts with the characteristics and functions of the product, so that consumers can understand the core selling points of the product, thus attracting consumers' attention and attracting more consumers by on-site demonstration.
At the same time, in order to increase the intensity of direct selling activities, it is necessary to add gifts and carry out other activities to attract consumers, so that consumers can really feel that on-site purchase can really get benefits. Therefore, the following activities were carried out:
Activity mode 1: Trade-in activities. Content: Buy a desktop cooker, replace the old desktop cooker with a new one, and pay RMB * * in cash for the old desktop cooker; Buy an embedded cooker, the old cooker is worth RMB * * in cash; Buy a water heater and pay in cash for the old one.
Activity mode 2: giveaway activity. Content: buy a table stove to send an apron; Buy embedded, send chopping block; Buy a water heater, send a stainless steel whistle kettle, and add a set meal product according to the actual situation.
Activity mode 3: Free maintenance activities. Today, consumers are more and more rational and consumer psychology is more and more mature. After-sales service is particularly important. After-sales service should not only be timely, standardized and perfect, but also be ahead of time, think about what users think and worry about their urgency, solve all worries for consumers, carry out free maintenance activities, and further improve brand effect and corporate reputation.
Five, the activities should pay attention to the problem.
① Pay attention to the weather changes and avoid the weather that is not conducive to direct selling activities, such as rain and strong wind.
(2) In order to prevent people with bad intentions from making trouble, they should take the initiative to contact community security.
③ Avoid unpleasant things and don't quarrel with consumers, especially in after-sales service. The guide should explain clearly, not mislead consumers, and keep in mind the belief that "the customer is always right".
(4) If each competitor is also setting up a point, it will not ruin the other party, and it is not allowed to quarrel with competitors in order to compete for customers.
⑤ Make statistics of goods and gifts in and out of the warehouse to prevent the loss of goods and gifts.
Activity summary and effect evaluation of intransitive verbs.
Direct selling activities for residential areas can not only expand new sales channels, but also avoid direct contact with competitors, which not only takes the lead, but also has unexpected effects, greatly enhancing brand awareness and sales.
In addition, the effect of community direct selling activities is evaluated, and the expense budget is made for the record.