Real estate promotion plan

Part 1: Real estate promotion program

The marketing plan pays more attention to the relationship between products and the market. It is the main tool to guide and coordinate the marketing efforts. If real estate companies want to improve the marketing effectiveness, they must learn how to formulate and implement the correct marketing plan.

1. Content of real estate marketing plan

In the real estate market marketing, it is very important to develop an excellent marketing plan. In general, marketing programs include:

1. Project Summary: Give a brief overview of the proposed project for a quick overview of the management section.

2. Market Marketing Status: Provide background information on markets, products, competition, distribution channels, and the environment.

3. Opportunity and problem analysis: Integrate key opportunities and challenges, strengths and weaknesses, and issues facing the products that the program must address.

4. Objective: Determine the goals of the program in areas such as sales volume, market share, and profitability.

5. Marketing Strategy: Provides the primary marketing method used to accomplish the project's goals.

6. Action plan: What will be the answer to this program? Who is going to do it? When do you do it? How much does that cost?

7. Estimated Profit and Loss Statement: Review the estimated expenses of the project.

8. Control: Tells how the project will be monitored.

I. Summary of the plan

At the beginning of the project, the main goals and recommendations of the project should be outlined. The plan outline allows senior executives to quickly grasp the core content of the project. The content catalog should be attached to the plan summary.

Second, the status quo of market marketing

This section of the project is responsible for providing background information related to the market, products, competition, distribution and the environment.

Market situation

Information on the markets served should be provided. The size and growth of the market depends on the total amount of the past few years, and is listed separately by market segmentation and regional segmentation, and should also list customer needs, perceptions and purchases. trend.

2. Product situation

Information on the sales volume, price, profit and loss, and net profit of each major product in the product line over the past few years should be listed.

3. Competitive situation

Key players should be identified primarily with regard to their size, objectives, market share, product quality, marketing strategies, and any other characteristics that help to understand their intentions and behavior.

4. Juguan environmental situation

It is important to clarify the important macroeconomic trends that affect the future of real estate, namely population, economic, technological, political, and social and cultural trends.

Third, the opportunity and problem analysis

Based on the description of market marketing status data, we should identify key opportunities and challenges, strengths and weaknesses, and problems faced by the company in this program during the entire marketing period.

1. Analysis of opportunities and challenges

Managers should identify the main opportunities and challenges facing the company as factors that may influence the future of the business. These factors are written in order to suggest some actions that can be taken, and the opportunities and challenges should be prioritized so that the important ones can receive special attention.

2. Analysis of advantages and disadvantages

The advantages and disadvantages of the company should be found. Contrary to opportunities and challenges, advantages and disadvantages are internal factors. The former is an external factor. The company's advantage refers to certain strategies that the company can successfully use. The company's disadvantage is that the company should correct it. thing.

3. Problem analysis

Here, the company uses the results of the opportunity and challenge and the analysis of strengths and weaknesses to identify the main issues that must be emphasized in the plan. Decisions on these issues will lead to the establishment of subsequent goals, strategies and tactics.

Fourth, the goal

At this point, the company already knows the problem and is the basic decision related to the goal, which will guide the subsequent development of the strategy and action plan.

There are two types of goals—financial goals and marketing goals that need to be established.

Financial target

Every company will pursue certain financial goals, and business owners will seek a stable long-term investment coverage and want to know the profits that can be achieved that year.

2. Marketing target

Financial goals must be translated into market marketing objectives. For example, if the company wants to make a profit of 1.8 million yuan and its target profit margin is 10% of sales, then it must determine a target of 18 million yuan in sales revenue. If the company determines that the unit price is 200,000 yuan, then its 90 houses must be sold.

The establishment of the target should meet certain criteria:

Each goal should be stated in a clear and measurable form with a certain deadline.

Each goal should remain inherently consistent.

If possible, the objectives should be stated in different levels, indicating how the lower goals are derived from higher goals.

5. The marketing strategy should list the main marketing strategy outlines, or “carefully planned actions”. There are often many possible choices when formulating a marketing strategy, and each goal can be achieved in several ways. For example, the goal of increasing sales revenue by 10% can be achieved by increasing the average selling price of all homes, or by increasing the amount of home sales. Similarly, each of these goals can be achieved in a variety of ways. For example, promoting home sales can be achieved by expanding the market to increase market share. After an in-depth discussion of these goals, you can identify the main strategies for housing marketing.

The strategy statement can be as follows:

Target market: High-income families, with a special focus on male consumers and companies, focusing on foreign companies.

Product positioning: high-quality export houses. There are two kinds of commercial and residential.

Price: The price is slightly higher than the competition manufacturers.

Distribution channels: mainly through the sales of major real estate agencies.

Service: Provide comprehensive property management.

Advertising: Targeting the target market of the market positioning strategy, launch a new advertising campaign, focusing on the characteristics of high price and high comfort, and increase the advertising budget by 30%.

Research and development: Increase the cost by 25% to make timely adjustments based on customer pre-orders. Enable customers to get the most satisfaction.

Marketing Research: Increase the cost of 10% to improve understanding of the consumer selection process and monitor competitors' actions.

Sixth, the action plan

The strategy statement describes the main marketing drivers that are used to achieve corporate goals. And now every element of the marketing strategy should be answered with thoughtful consideration: What will be done? When do you want to do it? Who is going to do it? How much will it cost? And so on.

7. Estimated profit and loss statement

The action plan allows the manager to prepare a budget that supports the program, which is basically an estimated profit and loss statement. The administration will review this budget and approve or modify it.

Eight, control

The last part of the project is control, which is used to control the progress of the entire project. Usually, goals and budgets are set on a monthly or quarterly basis. This allows the company to check the results of each period and identify the departments that failed to meet the target.

Some of the control parts of the plan also include an accidental emergency plan that succinctly outlines the steps the company should take when listing certain adverse conditions that may occur.

8.2 Execution of marketing plans

Marketing execution is the process of turning a marketing plan into action and guaranteeing the completion of this task to achieve the stated goals of the project.

The strategy deals with the issue of “what” and “why” marketing activities, while the implementation deals with “who” to perform, “what place”, “when” and “how” to execute. Strategy is closely related to execution, and the strategy guides implementation, such as allocating funds to marketing programs, guiding home sales personnel to change sales focus, and reprinting price lists. In addition, execution is also a kind of strategic feedback, that is, the difficulty that is expected to occur in the execution of a certain strategy will affect the choice of strategy.


Part 2: Real Estate Promotion Program

Activity background:

Zhuzhou is located on the coast of Xiangjiang River in the east of Hunan Province. It is 50 kilometers away from Changsha, the provincial capital, with a total area of ​​11,262 square kilometers and a total population of 3.72 million. The urban area is 60 square kilometers and the urban population is 759,000. It has 4 counties and one city. According to statistics: in 20XX, the total production value of Zhuzhou City was 39.41 billion yuan, the per capita gross national product reached 10,800 yuan, and the per capita disposable income was 8,986 yuan. The living standard of residents is constantly improving. Because Zhuzhou has a very advantageous geographical location and a relatively developed industrial base, Zhuzhou has become an important city and an important export commodity base for the country to open to the outside world. The tourism industry has gradually developed into an important industry in Zhuzhou. In recent years, with the expansion of the real estate industry, Zhuzhou’s Commercial housing transactions are also becoming more and more popular. In July 2005, natural gas will enter Zhuzhou. The popularity of the real estate market and the entry of natural gas will inevitably bring new development opportunities and market space for kitchen and bathroom products. The X brand is a local kitchen appliance brand in Hunan, with a 67% market share in the Zhuzhou stove market. In order to seize business opportunities, occupy the market, and actively open up new sales channels, X brand uses its own geographical advantages to organize a series of community promotion activities for the real estate market.

First, the purpose of the event

Increase X brand awareness and market share, and expand new sales channels to expand sales.

Second, the theme of the event: buy X brand kitchen, create a beautiful new life.

Third, the preliminary preparation of the event:

A. Production of promotional materials.

1 banner: Guaranteed to hang 3 in each community, which can be hung on the outer wall of the community, the trunk of the roadside and the main road in the community. The content can be: X brand kitchen cooking service point; X brand creates a comfortable and healthy new life; new life, new kitchen - X brand kitchen, banner as a promotional advertisement on the spot, content is X brand enterprise standard color, blue bottom White characters to attract consumers' attention and form a strong visual impact.

2 Posters: posted on the publicity column of the community or the door, the external wall, the on-site information desk or the product to attract the attention of consumers and achieve the purpose of publicity.

3X display rack: The content is mainly the product image and corporate image logo as well as promotional content and service content.

4DM leaflet: The guides or temporary guides at the entrance of the community, the aisle intersection with large traffic flow, the main roads and community activities on the scene to distribute a large number of publicity materials, DM publicity pages to consumers, to pass information to consumers It should be direct and complete, so the DM leaflet includes company profile and company philosophy, etc., and the product model, size and profile are printed. Another increase in after-sales service commitment and after-sales service contact phone, freeing consumers from worries.

5 floor stickers: The production floor stickers are posted on each floor of each district. The color is the standard color of the X brand, such as blue and white, white on blue or blue on white. The content is mainly based on public welfare: For example, X Brand Group will create a national civilized city with you; strive to be a civilized Zhuzhou person; X Brand Group wishes you good health and step by step.

6 Tent: The tent unified printing enterprise CI image, and transported to the community event site before the community direct sales activity begins, increasing the visibility of the company and products, and enhancing the brand image.

7 After-sales service contact card: increase the relationship between manufacturers and consumers, improve the reputation of the company, and cause consumers to trust.

B. Community selection:

1 First, investigate the overall situation of the community, understand the developer background of the community and the scale of development of the residential building, and analyze the background of the owner, collect information around the target consumers, and identify partners.

2 Understand the management system of the cooperative community and communicate with the property personnel to understand the other party's views on the community activities and explore the cooperation mode so as to better carry out community activities and avoid unnecessary troubles.

3 In the cooperation agreement with real estate developers, the developer brand and X brand joint activities to promote their respective sales. Such as: "Xiangyin, X brand and you work together to create a better new life."

C. Direct marketing activities.

1 Before entering the community direct sales activities, organize personnel to enter the community to issue a leaflet on the carpet, so that every household can see the X-brand publicity page.

2 Put a floor sticker on each corridor of the residential area to improve the influence and hang the banner in each district to enhance the brand knowledge and expand the influence.

3 When placing direct sales on the spot, not only will the DM leaflet be issued, but also a series of small gifts will be added to increase the influence of the promotion.

4 In the on-site sales process of the community, the consumers at the scene can be mobilized to attract other consumers' attention to the X brand products and promotional activities, and use the trust between them and the psychology of “joining the fun” to promote the activities. Sales.

5 Use the real estate developer exhibition hall to place the X brand DM leaflet or joint promotional flyer page.

6 With the sales lady to promote, such as a set of purchase, gift X brand coupons ** yuan or X brand DM leaflet can enjoy x ** discount, or free cleaning once.

D. Shopping guide training.

The guide must be fully familiar with the product structure and characteristics to understand the product knowledge. In response to this activity, the marketing department of the company has specifically extracted the selling points from various products, organized professional after-sales service personnel and technicians to train the shopping guides, let them understand the functions and functions of each component, and make the shopping guides truly A thorough understanding of the product makes them more convincing when introducing products to consumers.

During the event, the shopping guide should unify the words, unify the vocabulary, unify the dress, always maintain a friendly, enthusiastic, smiling work attitude, be proactive, patiently and meticulously explain the contents of the activities to consumers, and reflect the professional qualities of the guides everywhere. Ignite consumer desire to buy.

Also trained in terminal placement and marketing techniques:

1. The activity banner suspension and poster posting should be in a prominent position, and the event gifts should also be placed neatly and reasonably to attract consumers' attention, to arouse consumers' desire to purchase, and to highlight the warm atmosphere of the scene.

2. The product should be neatly placed and piled up to attract consumers' attention and highlight the hot selling situation of the products. Gifts should also be piled up and posted on the gifts.

3. After the guides see the consumers, they should take the initiative to smile and welcome the promotion, and actively introduce the promotion activities to enhance the transaction rate.

4. The shopping guide actively sells the DM leaflet to the consumers who come forward to watch. When the consumer shows the desire to purchase, he actively guides and promotes sales.

5. At the same time, during the activity period, the shopping guide should take the initiative to count the sales situation before leaving work every day, and timely feedback the information to the operation department, so that the operation department can make decision adjustments.

Fourth, direct marketing activities:

Live demonstrations. The live demonstration is a very simple and obvious method, which is stronger than the oral introduction of the guide. “Early listening is virtual, seeing is believing”, which not only causes consumer interest, but also mentions consumers’ desire to purchase and increases consumption. Purchasing confidence. The on-site demonstration starts from the characteristics and functions of the products, allowing consumers to know the core selling points of the products, to attract the attention of consumers, and to use the live demonstration to attract more consumers.

At the same time, in order to increase the intensity of direct sales activities, it is necessary to add gifts and other activities to attract consumers, so that consumers really feel that the on-site purchase can indeed benefit, so carry out the following activities:

Activity mode 1: trade-in activities. Content: buy a desktop stove, replace the old stove with a new stove, the old desktop stove cash x**x yuan; buy a built-in stove, the old stove to cash ** yuan; buy a water heater, the old water heater to cash xx yuan.

Activity mode 2: gift activities. Content: buy a desktop stove, send a skirt; buy embedded, send a piece of chopping board; buy a water heater, send a stainless steel whistle kettle, and you can add package products according to the actual situation.

Activity mode 3: Free maintenance activities. Today, after consumers are more and more rational and consumer psychology is becoming more and more mature, after-sales service is especially important. After-sales service must not only be timely, standardized, perfect, but also must be advanced, think of what users think, and the users of the user. Urgently, solve all worries for consumers, carry out free maintenance activities, and further enhance the brand effect and corporate reputation.

V. Issues that should be noted in the activity.

1 Pay attention to the weather changes, avoiding the rain, wind and other weather that is not conducive to direct sales activities.

2 to prevent unscrupulous people from messing up, should take the initiative to contact the community security.

3 Avoid unpleasant things, don't quarrel with consumers, especially after-sales service, guides should be clear, don't mislead consumers, and keep in mind the belief that "customers are always right."

4 If the competitors are also pendulum, do not ruin the other party, and do not argue with competitors for the sake of customers.

5 Do a good job in the storage and sales statistics of goods and gifts to prevent the loss of goods and gifts.

6. Activity summary and effect evaluation.

Direct marketing activities for the community can not only expand new sales channels, but also avoid confrontation with competitors. It not only seizes the opportunities, but also has unexpected effects. The brand awareness has been greatly enhanced and sales have been improved. .

In addition, the evaluation of the effect of the direct marketing activities of the community and the cost budget are archived and filed.


Part 3: Real Estate Promotion Program

Date of the event: April 8, 20XX - May 1, 20XX

Theme of the event: Buying a house XXX May 1st to travel

Purpose and significance of the event:

1, May Day is at the turn of spring and summer, this season everyone likes to travel, so doing some outdoor activities is more in line with traditional habits. At the same time, during the three-day holiday, many people didn't think about where to go and what to do. At this time, if we can do some special activities, or give a little favor, send a small gift, it is easy to attract customers to the sales department. Come. Therefore, festival promotions are indispensable, and small gifts or discounts are common practices at this time. In addition, holiday promotion is a good time to do emotional marketing. At this time, it is natural for the old customers to travel with the customers who are now trading. It is easy to win the customer's goodwill, promote the project, expand the influence, and get the word-of-mouth effect.

2, the use of May 1 tourism activities, sublimation emotional marketing, emotional marketing is the concern between people, the true feelings of the disclosure, and did not aim at product sales and ultimately achieve the purpose of selling products marketing. Emotional marketing is a kind of marketing method that uses the personal charm of sales people and the grasp of future consumption habits to influence people around them and guide consumption by themselves. Emotional marketing is similar to communication marketing. It is similar to word-of-mouth marketing. I think emotional marketing is a community of communication marketing and word-of-mouth marketing. It is a combination of the two and a combination of two. Emotional marketing is the general trend of marketing in the future.

3. Grab the May Day holiday time, visit the customer to give a small gift, the old customer introduces the new customer to send the property fee, the transaction customer participates in the May 1 tourism activity, and the case is promoted to promote the sales activities.

4. May Day tourism activities combined with real estate lottery activities, giving customers large discounts, big discounts, sending tours, drawing grand prizes, constantly improving the popularity of our case, emotional marketing plus SP cooperation, fake customers, etc., prompting customers to quickly deal.

May 1st tourism activity route: for reference

1. Longtan Grand Canyon Day Tour 168 yuan / person

2, Liuyangshan day tour 128 yuan / person

3, Longtan Grand Canyon + Huangcheng Xiangfu two-day tour 388

4, Yuntaishan two-day tour 398 yuan

5, Wanxianshan + Guoliang Village 2nd Tour 298


Part 4: Real Estate Promotion Program

Promotional planning refers to the use of scientific thinking and innovative spirit. Based on the investigation and research, according to the requirements of the overall marketing strategy of the enterprise, the overall planning for the promotion activities of various products in a certain period is made, and the specific products are detailed and strict. The activity plan includes the marketing decision process of establishing promotional goals, designing communication information, formulating promotional plans, and selecting promotion methods.

In today's increasingly fierce competition in the real estate industry, the form of real estate promotion is also varied, and there is a lot of momentum. In the process of real estate marketing, the correct application of real estate promotion methods is related to the success or failure of real estate projects. However, there are many more ways to promote a property, and it has its basic form. So, there are several basic ways to promote a property? What are their specific contents? We gathered to summarize several basic forms of real estate promotion, which is convenient for planners to learn and use flexibly in practical work:

1. Real estate promotion activities “risk-free investment” Promotion Law;

Second, the purchase of the club law;

Third, the "purchase security card" promotion law;

Fourth, the "fine decoration room" promotion method;

5. Weekend purchase of through train promotion law;

6. Promotional price promotion method;

Seven, celebrity effect perfect image promotion method;

Eight, environmental selling point promotion law;

Nine, health selling point promotion law;

X. Trade Fair Promotion Law;

Below we briefly introduce some of the real estate promotion methods:

XI. Prize Promotion Law

The prize-giving activity is a gift or bonus as a promotional incentive. The activity is generally targeted at the consumer and the gift is used as a charm to stimulate the consumer to take the purchase. Some real estate associations use promotional methods to give home buyers basic furniture and appliances. For consumers, if you buy a property with furniture or home appliances, then it will undoubtedly save him the trouble of buying it himself. Of course, he is willing to accept it. For real estate developers, it is possible to attract more buyers and stimulate them to purchase activities, so that funds can be returned soon, why not? Beijing real estate industry has appeared to buy a house to send kitchen and bathroom decoration or buy a house to send cars and other promotional methods, the implementation of this promotion law has indeed played a certain role in promoting the sale of real estate. The real estate industry's awards range from giving kitchen and bathroom decoration, household appliances to furniture, and now it has risen to the car. Compared with the price drop, this gentle dark drop method not only achieves the purpose of promotion, but also makes the real estate sales move forward and backward. , does not hurt the loyalty of the purchased owners.

Twelve, real estate promotion activities, lottery promotion method

The sweepstakes are sold in high prizes or gifts, with one or more exclusive forms. For example, "purchasing a real estate, or free European travel", etc., belong to this form of promotional activities. This kind of promotion method has certain speculative nature. Although for some consumers, it is not as good as sending decoration and sending home appliances, but because this method takes into account people's game psychology, it will make consumers feel stimulated. Still have a certain temptation.

Thirteen, first rent and then sell

The so-called first rent, after the sale of the building, refers to the real estate business before the official sale, the specific housing unit is first leased to the fixed customer, and then used as a selling point for home sales promotion. The core of this promotion strategy is to fully consider the risk of realisation after the purchase of real estate, so that customers can enjoy real-time, realistic cash returns after buying a flat. Since the customer can decide to buy a building, he can know the investment value and development potential of the house he decides to purchase through specific investigation, and because of the realistic and feasible return of funds, to a certain extent, it can stimulate to a large extent. The customer's purchase behavior ultimately produces a good promotional effect. Renting first and then selling the property will expose the real estate market to two markets: the rental market and the sales market. On the surface, real estate developers will increase the difficulty of promotion due to the expansion and uncertainty of the market. In fact, although many new developers developed by the current real estate developers do not directly face the rental market, they often see the shadow of new housing in the rental market. It can be seen that the strategy is actually directly facing the rental market and the sales market. Through the lower risk of the leasing market, the initial realization of the real estate value is realized, thereby reducing the pressure on the sales market and promoting sales. The application of this strategy should be noted that only some real estate applications are suitable for all types of housing. The author believes that the scope of this strategy is more focused on commercial pavements, office and office buildings, as long as the strategy is properly planned. It can be used as a major marketing strategy. The application of this kind of strategy in residential houses can be applied locally and in a small scope. If used properly, it will promote the sales of the whole building. It needs to be applied locally and in a small range. It is entirely because many homes are self-sufficient because of the purchaser's own use, and because of the value of their use, often buyers are "happy and tired", so this strategy applies to the house to be cautious.


Part 5: Real Estate Promotion Program

First, the purpose of the event

1. In view of the current progress of sales, it is understood that the shareholder concession card has not been fully issued, in order to further fully tap the internal customer resources of the group.

2. Increase publicity with the characteristics of the project itself, expand brand awareness and influence, and attract more market attention.

3. Accumulate new customers quickly, make pre-production for the opening of the project, speed up word-of-mouth communication, strive for more attention, and promote sales.

Second, the event time

Unit fixed-point publicity: September 20th - October 20th

Group purchase promotion time: September 28th - October 28th

Third, the activity content

Activity one:

1, the theme of the event: Jinqiu sent cool happy home

2. Event time: September 20th - October 20th

3. Purpose of the event:

This activity is mainly based on publicity and is completed in two batches. First, directly to the sub-units of the group and the county and city to promote the biggest features and selling points of the project, expand the brand influence, and explore potential customers of each sub-unit of the group. At the same time, in-depth publicity of internal shareholder purchase activities and group purchase activities, so that employees of each unit to further understand the project advantages and the main spirit of the group's head office. Secondly, in the local area where some people have more traffic and concentrated populations, they will conduct on-site demonstrations, set up consultations, expand brand awareness, and accumulate customer resources to lay the foundation for the opening.

4. Event location:

The main publicity unit: ^......

5. Preparation for the event:

1 “Consultation” banner. 30 posters.

2 A van.

3 "Subscriptions", apartment leaflets, folding pages, dm, etc.

4 There are more than two sets of necessary information for the property consultants. The customer has registered one book and several company accounts.

5 A set of garden design schemes, printed in color, and a box of pushpins.

6 audio set, a professional recording disc, 2 folding consultation tables, 2 sun umbrellas.

7 Each sub-unit is mainly responsible for one person.

Main contact content:

1) The arrangement of the site requires the location of the pedestrian node in the office area or residential area of ​​the unit.

2) Audio power supply arrangement.

3) Catering and accommodation arrangements for staff.

4) Other work connections and contacts.

5) Posters are posted.

6, time schedule

According to the actual situation of each sub-unit, determine the specific time and number of days.

7. Staffing

To each sub-unit, one person is arranged by Lianzhong Company, and the project department is 3-4 people.

Activity 2:

1, the theme of the event: Qing Guoqing, Jinqiu send cool Qi purchase, surprise benefits

2. Event time: September 28th - October 28th

3. Specific content:

1 For new customers from September 28th to October 7th, if you purchase a set of housing, after enjoying the corresponding discount, each housing will be paid a red envelope of RMB 5,008.

2 From September 28th to October 28th, all new customers who purchase more than three sets of houses at the same time can be regarded as group purchase customers. After enjoying the corresponding payment method, each house will be sent a red envelope of 8008 yuan. If you buy more than 10 sets, the offer is negotiable.

3 Shareholders can purchase groups to buy houses, and can enjoy group purchase discounts when they meet group purchase requirements.

4 The above activities are not repeated and are not cumulative.

5. The final interpretation of this activity belongs to the company.

4, advertising