Real estate advertising plan
Part 1: Real estate advertising plan
Foreword
The purpose and purpose of any advertising plan is to improve the sales of products, to shape and enhance the brand image. This program is to provide an accurate positioning and advertising direction for the “front station square” and make full strategic guidance. Under the premise of in-depth and meticulous understanding and research on the current situation of the Loudi real estate market, we will find out the resource problems and opportunities of the “Peking Square” project to meet or exceed the original sales plan of the “Post Square” and Loudi Dingxing Real Estate Company has shaped the brand.
Section 1 Market Analysis
I. Basic conditions of real estate and municipal production in Loudi City
Real estate development investment has increased significantly since 20XX.
From January to August of 20XX, the city's real estate development investment reached 164.57 million yuan, an increase of 87.4% over the same period of last year. It has grown rapidly in recent years.
The three components of the real estate industry development are real estate development, land, capital, and market growth.
1. The initial investment in land increased. From January to August of 20XX, real estate development enterprises purchased a land area of 108,800 square meters, and the land acquisition fee was 30.57 million yuan, an increase of 14.5% and 19.9% respectively over the same period of last year; the land development investment was 12.5 million yuan, and the land development area was 97,000 yuan. Square meters.
2. The scale of development has expanded and the development investment has grown rapidly. From January to August 2003, the city's real estate construction area was 432,300 square meters, an increase of 180,000 square meters over the same period of last year. The newly started construction area was 133,000 square meters this year, an increase of 79,000 square meters over the same period of last year, an increase of 145%. The city's real estate development completed an investment of 164.57 million yuan, an increase of 76.74 million yuan over the same period last year, an increase of 87.4%, contributing 2.1% to the city's state-owned and other economic investment growth. From the perspective of investment use, residential investment completed 66.3 million yuan, an increase of 1.2 times, and office buildings completed an investment of 5.42 million yuan, an increase of 3.9 times.
3. The company's financing capacity has been enhanced, and the funds are in place. From January to August of 20XX, the total amount of real estate development was 223.66 million yuan, a year-on-year increase of 2.6 times. From its composition, the use of foreign capital increased the fastest, and the company raised the most funds. From January to August, the company raised 131.52 million yuan of self-raised funds, an increase of 3.8 times; the use of foreign capital was 10.5 million yuan, an increase of 69 times, and other funds of 80.04 million yuan, an increase of 2.5 times.
4. Housing sales grew at a high speed. This year, the city's commercial housing sales, based on a high base of 27.8% growth last year, maintained a high growth momentum, from January to August in 20XX, the city sold a total of 17,900 square meters of existing homes, an increase of 82.7%, of which residential sales of 17,200 square meters Rice, a 1.2-fold increase over the same period last year.
5. The development of the real estate industry is closely related to the urbanization. The urbanization construction has promoted the development of the real estate industry. The expansion of the extension of the city's northward expansion of the city has promoted the rapid development of the real estate industry. Among the 20 enterprises, there are 14 in the Yixing District, 3 in Xinhua County, 2 in Shuangfeng County, and 1 in Wuyuan City.
Second, the difficulties and challenges faced by real estate development
First, the vacant area of commercial housing increased. From January to August this year, the completed area of commercial housing in the city exceeded the sales area of commercial housing by 0.6 million square meters, and the vacant area of commercial housing reached 11,000 square meters, accounting for 2.5% of the total construction area of the year, and the vacant area increased by 63.6%. Judging from the vacant time of commercial housing, the proportion of commercial space occupied by vacant time in all vacant areas increased by 4.4 percentage points over the previous year. The increase in vacant houses occupied the development funds of enterprises and adversely affected the development of real estate enterprises. .
Second, the quality of real estate enterprises is uneven, the scale of enterprise development is small, the ability of continuous development is low, and the competitiveness is poor. The development of urbanization in recent years has promoted the development of real estate development. There is a problem of a project to hatch a real estate development enterprise, and its development scale is small. In 20XX, the number of enterprises participating in the annual inspection in the city reached 65, and only 20 of them have real development tasks this year, accounting for only 30.8% of all annual inspection companies. For the 20 companies with development workload, there are 10 development tasks under 30 million yuan, accounting for 50% of the total; 5 development tasks ranging from 30 million yuan to 50 million yuan, accounting for 25% of the total. There are 5 development tasks above 50 million yuan, accounting for 25% of the total. Real estate development enterprises mainly rely on debt management, relying heavily on bank funds. Some development projects rely on construction units to fund capital in the early stage, relying on bank loans in the middle, and relying on personal mortgage loans in the latter stage, lacking follow-up development capabilities.
Third, property management is backward and supporting facilities are incomplete. The development of real estate should be supported by Jackie Chan. Although there are residential developments in the city, most of them are open and loose, and the development of the houses is left. Even if there is property management, the supporting facilities are incomplete and the management is not complete. Standardization, some houses with sporadic construction and development have no property management. Water, electricity, roads, pipelines, runs, dripping, leaking, wall cracks and other issues cannot be properly solved, which inhibits consumers' desire to purchase and affects the persistence. Development.
The fourth is the restriction of external factors. Bank real estate development enterprise credit policy adjustment, real estate loans mainly from development loans to personal housing mortgage loans, the state's real estate development loans, land reserve loans, personal housing loans, personal commercial housing loans, personal housing provident funds for commercial banks The application rate of loans and personal housing loans has been further clarified and standardized: real estate development loans must “acquire the state-owned land use right certificate, construction land planning permit, construction project planning permit and construction permit”, etc. For the four certificates, the actual investment should be no less than 30% of the total investment of the project. The personal housing loan requires the lender to have more than 30% of the down payment. Some projects require the main structure of the project to be capped before they can lend; Suppressed housing demand, affecting the expansion of the real estate market; then there is the secondary market to live without, the housing transaction procedures are numerous, the fees and charges are numerous and miscellaneous, the tax burden is too high, affecting the development of the secondary housing market, thus affecting The development of the entire real estate industry.
Overall, the real estate industry in our city has huge realities and potential needs, and there is a large space for development.
The municipal party committee and the municipal government proposed to accelerate the pace of urbanization construction. Urbanization construction needs industrial support. First, it needs the support of the real estate industry. In 20XX, the urbanization rate of the city is only 26.48%, which is lower than the provincial average of 5.5 percentage points. The rate of increase by one percentage point, at least increase the demand for housing by more than 840,000 square meters; international experience shows that when a country's per capita GDP reaches 300-1000 US dollars, the housing demand of residents has entered an accelerated growth period. In 20XX, the per capita GDP of our city is 5208. Yuan is the period of accelerated development of the real estate industry; at present, the per capita construction area of urban areas in our city is only 20.05 square meters. The per capita construction area of urban towns in the 20th year of the National Tenth Five-Year Plan is 22 square meters, and the average per capita is 1.95 square meters. A standard, demand for residential housing is more than 2.08 million square meters, obviously, the real estate industry in our city has great development potential. In 2003, Loudi City Construction Investment Co., Ltd. was established, and the development of Loudi City Construction Project was implemented in a market-oriented manner. Through project bidding, market-oriented operation was implemented, and land-based wealth, investment promotion, and private financing were implemented to completely break through the “bottleneck” of capital and make the city building sit. The “express train” has accelerated the development of Loudi’s real estate industry, especially commercial real estate.
Second, the survey and statistics of similar products in Loudi City
“Same” is defined as a commercial building with commercial plazas, office buildings, hotels, etc. The general comparison analysis of the Loudi Development Zone in Loudi City, Chengxi District and Louxing District of Loudi City is as follows:
1. Handan Iron and Steel Development Zone.
Because Handan Iron and Steel is a newly developed urban area, it has its unique advantages in greening and urban planning of the entire environment. In general, real estate in the development zone of Handan Iron and Steel Development Zone is selling natural environment.
Mingyuan Hotel:
Core competitiveness: five-star hotel standard concept
The surrounding natural environment is good;
Use green and five-star hotel standards to attract white-collar workers, foreign investors, socially successful people, etc.;
It is positioned as a high-income class in society.
2. West of the city. Based on the newly developed project - Chengxi Agricultural Trade Integrated Market.
Chengxi Agricultural Trade Comprehensive Market:
Core competitiveness: The only comprehensive agricultural and trade market in the west of the city approved by the Loudi City and District Governments.
Large scale, complete planning, and functional advantages:
It has an area of 15 mu, including 320 stalls, 2480 square meters of living supermarkets, 108 pavements, 1,200 square meters of warehouses, 48 sets of supporting houses, and 40 wholesale parking spaces for agricultural and sideline products.
The average price of housing is 718 yuan per square meter. The facade is 2580 yuan to 4380 yuan per square meter.
Positioning: a large-scale farmer's comprehensive market integrating agricultural and sideline products wholesale, retail, processing, warehousing, large supermarkets, commercial and residential, and food.
2. Urban area.
Global Business Plaza:
Core competitiveness: 1: 80,000 square meters of large-scale wealth and wealthy districts in central Hunan; 2. The original old street wholesale market, the main building unified operation, super large-scale advantage.
Have functional advantages:
The total construction area is more than 80,000 square meters, and the main area of the facade is more than 30 square meters.
The average price of housing is more than 500 yuan per square meter. The facade is 2,000 yuan to 11,000 yuan per square meter.
Positioning: Super large-scale and multi-functional wealth block in the large-scale operation, large-scale operation mode and standardized operation environment in the central Hunan region.
China World Shopping Mall:
Core competitiveness: Located directly opposite the train station, it has a status advantage.
Three consumer analysis
According to the conclusions of the Loudi Real Estate Market Research Report and the experience of operating real estate in the past few days, we conclude that the consumer psychology and housing requirements are as follows:
1. The environmental planning must be good, the supporting facilities should be complete, and the various venues and venues should be sufficient; when planning, there must be advanced thinking, more modern atmosphere, especially pay attention to the wisdom; in the design of the facade of the real estate Be novel, tone should be coordinated, style should keep up with the trend; 92% of consumers tend to stay in fully enclosed management;
2. The basic requirements for the residential and surrounding supporting facilities are schools, kindergartens, vegetable markets, supermarkets, hospitals, basketball courts, tennis courts, libraries, chess and card rooms, etc.;
3. 67% of consumers choose multi-story homes because the price of multi-storey homes is cheaper than high-rise homes. And the management costs in the future are relatively low. Some consumers choose small high-rise residential buildings,
4. Consumers' requirements for property management
a. Provide preservation, sanitation, house maintenance, landscaping and some special services;
b. The property company should increase contact with the residents in the community to strengthen communication.
Analysis of the second section of the "front station square" project
I. Analysis of project advantages
1 Environment: Sitting opposite the Loudi Railway Station, enjoy the advantages of logistics. The Luozhan and Xiangyu railways meet here in a cross, east to Hangzhou, Shanghai, south to Guangzhou, Shenzhen, west to Chongqing, Kunming, and north to the capital Beijing. Loudi Railway Station is a marshalling station. It receives more than 200 pairs of passenger and freight trains every day. It is the second largest railway hub south of the Yangtze River. It is rare in the existing buildings.
2 Lot: Located directly opposite the railway station, the nearby real estate is mainly the Pearl Commercial Pedestrian Street and the Jinhai Trade City. The area has gathered quite a lot of popularity and residence. Close to the bustling commercial area, hotels, hotels, railway stations wholesale market, fruit wholesale market, forming a higher influential railway station business circle.
3 Development: According to the relevant information, there are five or six trains starting from here four years after the Loudi Railway Station. The land and buildings around the railway station will appreciate soon. At the same time, the catering, entertainment, tourism, logistics and retail industries will be fast. development of.
Property management: intelligent management, to ensure the modernization requirements of the owners, in line with the positioning theme of the case. It is a topic that is targeted by the target consumers.
4 residential design and construction: the design of the community is based on the theme of nature, and various floors are reasonably arranged. There is also a modern art square, where art, leisure and nature blend together and complement each other.
6 supporting facilities are complete.
7 Loudi City consumer market property prices have an upward trend, consumers believe that the funds used to buy real estate value is the best choice.
8 There are not many real estates in the local market, and there are fewer commercial and residential buildings or professional office buildings.
Second, the project disadvantage analysis
1) Brand appeal: The real estate market in Loudi started late and began to have a competitive situation. The situation of developers' survival of the fittest has begun to take shape. Nowadays, real estate companies represented by Dragon, Gimhae, Haihui, Zhongxing and Minji have accumulated considerable experience through the success of real estate operations and have a good reputation among consumers. Dingxing Real Estate entered the real estate market late, and there is not too strong brand appeal in this respect.
2) Market affordability: Due to the low consumption in Loudi City, such high-end properties in the market have not yet appeared. Whether it is possible to attract high-income people is a critical issue, depending on whether the quality of the case has high quality.
3) Competitive factors: Due to the trend of many developers in recent years in order to catch up with the accelerated development of real estate, blind development, low-cost sales, resulting in price fluctuations and sales difficulties.
three. competitor analysis
Section 3 Promotion Strategy Definition
First, the definition of target consumer groups
Starting from the positioning and quality of the “front station square” project, combined with the sales characteristics of medium and high-end residential buildings, the target consumer groups and their related characteristics of “station square” are defined as follows:
1 Target consumers: 418 building materials market owners, fruit wholesale market owners, computer market owners, communications market owners, investment owners near the city; and their own economically strong class.
2 Age: Age is about 35 to 55 years old.
3 The family structure has entered middle age, and the living space is more entertaining and leisurely, and it has a very good sense of life.
4 There are high-level requirements for the family environment, there is a "value for money" consumer psychology, they pursue quality, but they are businessmen, there is a merchant's trading nature, both "value for money."
5 has a strong vanity, likes to compare and Xuan Yao, but likes the arty, and hopes to pursue cultural taste through external conditions.
Part 2: Real estate advertising plan
I. Introduction
The appearance of the rural area of Ryan reflects the long-term strategic vision of Ryan and the ambition of a century-old enterprise.
The emergence of Ryan's rural area has made Ryan's intention to inadvertently break into the front-end field of composite real estate development, or that Ryan has intentionally or unintentionally prepared for the future success of real estate development.
The appearance of the rural area of Ryan conforms to the yearning and calling of the contemporary and contemporary society for the green ecological environment, and its profound development potential is limitless.
In the development mode of the Ryan Pastoral Area, the innovative planning is used first, and the planning and design is followed, so that the two complement each other and reflect each other. It is also an advanced scenic and real estate development model innovation, and it is the future of the company. The cause will have a profound impact.
Second, market analysis
1) Market background
Lai's rural area is located on the side of Xi Peng Town, Jiulongpo District, Chongqing. It now covers an area of about 200 mu. The development of the early orchard has achieved little success, and large-scale comprehensive development is about to take place.
The fruit trees in the orchard are now dominated, and a number of corresponding fruit trees are being prepared to form a comprehensive orchard with a variety of fruit trees.
In history, Xi Peng Town has a long history of planting fruits. The beauty of 10,000 acres of red orange is still relished. Nowadays, the Xipen Town Government has proposed a development strategy to establish a 10,000-acre low-season fruit, which provides a strong support for the sustainable development of the Golden Orchard.
At present, Xipen Town has a permanent resident population of about 50,000. With the construction of the Western Yunnan Economic Corridor and the new unit of the new factory, the future population of Xi Peng Town will increase significantly. The existing recreational facilities in Xi Peng Town – especially the trendy and trendy leisure and entertainment facilities – are no longer sufficient for the needs of the residents.
The population of Chongqing's main urban area has exceeded 6 million. The living standards and consumption power of the residents in the main city are constantly improving. The suburbanization of leisure and entertainment is an unstoppable trend.
2) Product analysis
Lai's idyllic area is located on the side of Xi Peng Town, Jiulongpo District, Chongqing. It now covers an area of about 200 acres. Len Garden District is a large-scale ecological greening and pastoral area with unique geographical location and superior natural environment.
Advantage:
A shocking and amazing super fruit tree -
It stands at the gate or center of the rural area of Lane.
Its huge and incomparable lower part is made of reinforced concrete sculpture, but its shape is more chaotic than the real tree.
The center is mainly empty, filled with mud, allowing the roots to go straight to the ground; or cleverly designed some curved tree holes for children to hide and seek.
The upper part grows a variety of fruit trees in an orderly manner, allowing them to grow up slowly, as if they are branches of giant trees, which are a natural part of giant trees.
It can also be used to compile an ancient mythological legend, which makes many tourists more convinced.
The fruit tree is named "Xian drunk Baiguoshu", written by a famous calligrapher, written by a famous literati, and the stone tablet is engraved next to the tree.
This is one of the unique landscapes created by the orchard and one of its image signs.
It is a fashionable and park-like park with reference to the architectural style of the Coral Park;
Under the premise of funding, the design and construction of the park should dare to advance moderately. Do not think that the park design in the outer suburbs must be behind the park in the main city. This is a good selling point and a effective selling point. Follow up.
Disadvantages:
For developers, it is a challenge. From the difficulty of planning and design, the reduction of building volume, the increase in cost caused by the addition of landscapes, and the upgrading of property management services in the future, developers are required to invest more human, material and financial resources.
3) Competitor analysis
Oriental Peninsula Garden is a large-scale ecological green garden-style community with unique geographical location and superior natural environment in Buji, Shenzhen. After the bidding for the Oriental Peninsula Garden, the brand of 'Extra Large and Low Density Garden Houses' was launched, and the 'Green Concept' and 'Environmental Concept' were launched. This is in line with Shenzhen's current real estate development stage and consumption trends.
The garden style of the Oriental Peninsula Garden is an environmental system concept, which is the surrounding environment of the community, the internal environment, the terrain, the layout, the space, the sequence of the courtyard, the different themes, the combination of functions, the effect of the landscape, and the small stone in the garden. One water, one grass and one wood must be carefully designed into the environmental system.
Third, advertising strategy
1) Advertising goals
Make a market. Manufacturing sales hotspots.
Make up the momentum. A variety of media together, set off a three-dimensional advertising campaign.
Spread sales information in a wide range, all-round, and high-density to stimulate purchase desire.
Expand the visibility, recognition and reputation of 'Len Country District'.
Enhance corporate image.
The sales volume reached over 80% within one year.
2) Advertising objects
Fun and active West Peng and young children, children and teenagers in the main city;
Xi Peng and surrounding youths who have a special liking for modern entertainment parks;
I like to go to the green orchard environment in the suburbs for sightseeing, leisure and holiday, and the residents of the main city with better income;
Like the elderly in Xi Peng who enjoy flowers, tea, fishing and raising birds in the natural environment;
Xi Peng, who loves weekend park leisure, popular cultural performances, festivals and garden activities, and residents in the surrounding areas;
Residents of the main city who have a nostalgic complex, return to their natural wishes, and like a farmer's labor experience;
Xi Peng and the residents of the main city who are willing to live in green gardens and have higher consumption levels;
3) Advertising area
In this city and surrounding areas of Chongqing.
4) Advertising ideas
Advertising theme:
Living in the world of fruit every day
Creative
Choose the scene of Sun Wukong in the Huaguo Mountain Water Cave. Using FLASH animation to show the freedom of Sun Wukong there, and then jumping to the scene of the rural area of Lane, like this, back to the era of the time, and finally, the rural area of Ryan is also in the world of fruit every day.
Going home is the beginning of vacation
Creative
A pregnant woman who has been pregnant for 7 months is a husband who has just returned home from work: "My husband is so bored at home, I am going on vacation."
Husband: "Yes, I will take you right away."
I got on the bus, but it took a long time.
They came to an orchard like a paradise, and there are new and unique buildings. The pregnant woman saw this situation and blurted out: "Husband, I want to live here for a lifetime?!"
Husband: "No problem." Pregnant woman: "Is it really ok?" Husband: "Of course, because I have already bought a house for you that you will be satisfied with." Pregnant woman: "Wow, you are so good. !!! I can vacation every day!!!!!!!" Husband: "Going home is the beginning of vacation." Do you want to have a vacation every day? Just go to the rural area of Lane.
5) Advertising implementation stage
Phase 1: The trial phase
Behavior----------News operation, advertising,
Time---------February 1, 20XX
News operations use the news media to promote us. This approach has been adopted by sensible real estate developers in recent years. The power of news lies in the influence of advertising, and it costs less and more things, and it is easy to form a reputation and attract widespread attention.
Make a big noise. Intensive bombing advertising was used for the local target market in Chongqing. Various media used together to promote stereoscopic advertising offensives. Exploding the market in one fell swoop
Let the customer base and the consumer group understand the basic situation of the property and at the same time shape the good public image of the developer.
In the first promotion, 40% of the target customers knew about the rural area of Len, and they were deeply impressed.
With the internal subscription as the first sound, the first round of sales was carried out at preferential prices and conditions, and the sales volume reached 10%.
Attract target audiences to induce 20% of target customers to take purchase actions.
Summarize experiences and lessons in a timely manner, supplement, adjust and improve the second phase of the sales plan.
The second phase: the expansion phase
Behavior-----------News, advertising, marketing
Take the first stage of advertising, keep the heat not to fall down, continue to take wide and positive three-dimensional promotion, consolidate the existing achievements, attract more attention from the target customers, and change potential customers to prepare for the group.
The promise of the first phase has been fulfilled. We must cherish the existing market reputation. Under the big theme of garden winds, we will encourage and guide more people to buy the rural area of Len.
At this time, the number of people who visited the house and visited the sales office increased accordingly. At this time, the advertisements were good, and the market share was increased without losing the opportunity. Sales services must keep up.
Continue to attract target customers, the attention rate has reached about 40%, and formed a certain reputation.
Work together to promote sales, guide 30% of target customers to take purchases, and continue to produce marginal effects.
The third period: the stage of sales
Behavior ------------- News, advertising, marketing
Make full use of the huge effects of news, change the advertising behavior as a news act, let the news editions of journalists and newspapers serve the sales of buildings, and make full use of news, such as comments, interviews, and features.
Some customers make a statement about the benefits of the Villa Len and increase credibility.
Market reputation has been initially established, and old customers will attract new customers. Let the 'Lane Pastoral Area' be a beautiful talk and become a social topic of the public.
Advertising has increased the amount of investment, and newspapers and television have done a lot of work on strength, breadth and depth.
Strengthen management and services, so that the soft work of the sales floor service becomes hard work, and the post-effects are seized.
All the tactics and carriers that can be mobilized can be mobilized for in-depth publicity.
Join forces to attract target customers and guide 30% of target customers to purchase.
Fourth period: consolidation stage
Behavior ------------- marketing, advertising
Digest the remaining real estate and basically complete the sales plan.
The first three advertising campaigns were tested to make up for and improve the inadequacies.
Long flowing water, osmotic advertising behavior.
Strengthen property management, implement consistent good services, and establish the concept of the protagonist of the household.
Pay attention to post-efficiency and market consumption psychology.
Improve various legal procedures and document files, standardize, scientifically and rigorously guarantee the rights and interests of customers.
Chapter 3: Real Estate Advertising Plan
The foothold of planning: the size of the impact surface of any activity, the quality of the ultimate effect depends on the theme of the activity refining - whether it can maximize the focus of all levels of society.
First, the community market appeal positioning
Southeast Asian style community
Open a new era of Huadu Habitat
Xinhuadu, Xinrenju
Location advantage: the new district commercial and residential center, the famous school, the famous garden, the square adjacent, and the surrounding mature support.
Personality advantage: unique humanized living environment, cultural community, Southeast Asian style.
Second, the event planning
May 1 holiday, Wanshang promotion. If you want to stand out in the overwhelming advertising campaign, you have to be ingenious and attract attention.
After the community positioning of Yunzhu Garden is clear, the focus of public relations and event promotion should highlight the unique location advantages and humanized living environment.
Let more potential buyers know, comprehend, feel the charm of Yunzhu Garden and generate popularity, reputation and desire to buy a home. The theme of the theme planning activities.
Taking the art of calligraphy and painting as the activity form, the performance of many target consumers and influential people is directly reflected in the promotion of the reputation of the real estate.
The specific form of event planning: calligraphy and painting exhibition, performance, exchange art festival with the theme of living environment
Third, the theme slogan
Yunzhu Garden “depicts Huadu’s freehand living”
Fourth, the activity framework
1. Time: May 1st to 7th, 20XX
2. Venue: Yunzhu Garden Site and Sales Department
3. Activity content
, children's calligraphy painting live performance and competition ---- 1st
, youth calligraphy painting live performance and competition ---2 days
, Huadu District Calligrapher Live Performance -----------3
, book and painter reviews, art cocktail salons - 3rd
, award-winning works, and exhibitions, sales, and donations of painters and painters ------4 to 7
4. Activity organization
Host: Yunzhu Garden Developer: District Painters Association
Co-organizer: District Youth Palace
District One Child, Yuan Xuan You, Yuan Xuan Guo Xiao, Wu Xiao, Yun Shan Middle School, etc.
Planning and contracting: Xiangye Advertising Company
Media support: Huadu News, Huadu TV, Radio, Huadu Real Estate
5, promotion and cooperation
1) Visit the model house and distribute promotional materials
2) Discounted home purchase discount
3) Buying a house and giving paintings and paintings
4) Sale of paintings and calligraphy works donated to the Youth Palace
6. Funding budget
1), event organization, planning, information: -------------------- 5800 yuan
2), site layout: ------------------ 12,000 yuan
3), gifts and souvenirs, prizes ------------------20000 yuan
4), book painters and related guests, the media market ------------- 16,000 yuan
5), pre-advertising --------------------- 10,000 yuan
Total cost: 63,800 yuan
V. My company plans to undertake the advantages
1, Xiangye advertising and real estate - real estate, our most confident stage!
Xiangye Advertising Co., Ltd. is a professional subsidiary of a large real estate company.
The understanding of production is higher than that of peers. The core planning and design staff has rich real estate professional experience and has served many brands of real estate in Huadu. Previously served: Regal Villa, Yajing Court, Ziguang Garden, Hehe Century City, Yabao New City, Monte Carlo Villa, Agile, Hua Ting, Yiya Garden, Junwei Plaza, Quanhong Garden, Xinglin Garden, Yungang Garden Wait
2. Our own media:
"Huadu Real Estate", our company is a regional professional magazine commissioned by Huadu Real Estate Association. "Investment in Huadu" and "Huadu Police News" are professional magazines designed and printed by our company.
3. How we work for real estate clients
On the basis of analyzing the characteristics of the market and real estate, the core positioning and competitive advantages of the acquisition and construction of real estate, the use of comprehensive external means to express the positioning, characteristics and advantages of the real estate, analysis and delineation of specific target consumer groups and their purchasing habits, Communicate information claims to target consumers in an appropriate way, stimulating their desire to purchase to achieve purchase behavior.
4. If the company undertakes activities, Huadu Real Estate will present 2P special reports and a number of promotional pages.
5. Our company has rich experience and deep connections. It can guarantee the public relations of the event organization, invite influential people to participate, and guarantee the level of activities and the effect of communication.
Part 4: Real estate TV advertising plan
Market analysis
1.1. Regional market analysis
Tianhe District is located in the east of Guangzhou City, connected to Huangpu District in the east, Zhujiang River in the south, Dongshan District in the southwest and Baiyun District in the north. The total area is 147.77 square kilometers and the population is 418,000. The traffic in Tianhe District extends in all directions. It is the gateway to the Pearl River Delta in Guangzhou and the Yuedong area in northern Guangdong. There are 63 main roads such as Zhongshan Avenue and Huangpu Avenue in the district. The Guangzhou-Shenzhen Expressway is wearing things. The Guangzhou East Railway Station and the MRT Line Tianhe Terminal are located in the area. Tianhe District is a famous research and higher education district in Guangzhou. There are more than 22 colleges and universities, 34 research institutes, 15 middle schools, 1 vocational school, 61 national small schools and 95 kindergartens. The social security undertakings in the region have developed rapidly.
As the city center moves eastward, Tianhe District, as an emerging area, has become a concentrated area of commercial buildings in Guangzhou. The distribution of real estate in Tianhe District is relatively concentrated, mainly distributed in the concentrated areas centered on Tianhe North, Yuancun, Tianzhu Road and Dongpu.
1.2. Targeted market analysis
Located in the southern part of Tianhe District, Yuancun is adjacent to Tianhe Park and Tianhe District Government. There are many factories nearby, residents are dense, and the consumer groups are mainly working-class. With years of development, the number of migrants has increased, and it has gradually developed into a settlement of migrants. Due to the relocation and completion of the Tianhe District Government, the environment and municipal facilities in the district have been gradually improved and improved, accelerating the region. The development of the real estate industry has attracted many people who work in the east of the city to settle in.
1.3. Project Analysis
1. Project Name: Seaview Center
2. Project size: composed of 2 28 layers
3. Sales situation: now pushes Jingjingxuan, 7~28 floors of Haiduxuan
4. Propaganda theme: only pay 10%, that is, the owner
5. Price: 4076 ~ 5598 yuan / m2, the average price of 4708 yuan / m2
6. Decoration standard: Level 1 decoration
7. Analysis of advantages and disadvantages
(1) Advantage analysis
1. The project is developed by Seaview Company. The strength of the developer is strong enough to give buyers sufficient confidence.
2. Located in the central axis of Guangzhou New City, the development potential is huge.
3. It is located at the intersection of Huangpu Avenue and Huanan Avenue, the main road of transportation. The traffic is very convenient;
4. The project will be sold at the prospective building to enhance buyer confidence.
5. The community supporting facilities are relatively complete, including schools, hospitals, markets, Tianhe Park, and racecourses;
Disadvantage analysis
1. The supporting facilities of Zhujiang New Town are still immature and it will take time to develop.
2. The advertising and promotion activities of competitors are stronger than this case, and the image is widely known.
3. The project was surrounded by buildings on three sides, and the landscape was blocked by a large part.
4. There are many foreign personnel, and there are many public security problems, which affect the buyer's psychology;
1.4. Competitor data analysis
Opponent one
1. Project Name: Qiaoyingyuan
2. Project scale: consisting of 3 12-storey and 9-storey
3. Sales situation: 3 to 12 floors of C1 to C4 ladders and 2 to 12 floors of B2 buildings
4. Publicity theme: Xintianhe, new citizens
5. Price: 4481~5145 yuan/m2, average price 4655 yuan/m2
6. Analysis of advantages and disadvantages
(1) Advantage analysis
1 The property has been built as a current building and can be bought immediately, which is easy to attract buyers.
2 The price is lower than other real estates in the same region and has a competitive advantage;
3 Located in the inner street, it can avoid the noise and air pollution of the main roads, but it can also easily enter and exit the main roads. It is quiet in the middle and has certain potential for appreciation;
(2) Analysis of disadvantages
1The surrounding foreign population is more, the flow of people is complicated, and the security environment is poor, which affects the buyer's purchasing psychology;
2 The surrounding environment of the property is not good, affecting the property grade;
3 units are generally designed with more studs, which affects the usage rate;
Opponent two
1. Project Name: Zilinju
2. Project scale: composed of 3 conjoined 9 layers
3. Sales situation: now push 3 to 9 layers of C-H seat
4. Promotional theme: Taste the comfort and leisure of the home next to the park
5. Price: 4511 ~ 6208 yuan / m2, average price 5320 yuan / m2
6. Analysis of advantages and disadvantages
(1) Advantage analysis
1 The real estate is a small number of residential buildings in the village, and the internal environment is beautiful, easy to attract buyers to buy;
2 Near the main traffic road, Huangpu Avenue, the traffic is very convenient;
3 The property is close to Tianhe New District Government, Tianhe Park is close at hand, which will greatly help the upgrading of real estate grades; (2) Analysis of disadvantages
1 Some units of the real estate are close to the road, which is greatly affected by noise and has a large air pollution, which affects sales;
2 There are many foreigners around, and there are often public security incidents that affect the confidence of buyers.
There are certain deficiencies in the design of the 3 units, and there are studs;
1.5. Supporting conditions around the project
1. Community support
1 University: Jinan University, China Normal University, Nationalities College, Guangzhou Environmental Protection School
2 Middle School: Forty-four Middle School, High School Attached to China Normal University, Tianhua Middle School
3 small country: Changle Guoxiao
4 Bank: China Construction Bank
5 Wellness: Tianhe Sports Center, Badminton Hall
1.6. Project planning ideas
As the project is a mature residential area property of Guangdian, there are excellent innate conditions. The disadvantages of the external conditions of the region are more obvious. Doing a good job in the sales planning of the project is the key to the success of the project. We have to plan ideas:
1. Make full use of the inherently superior traffic environment
The transportation environment of the project is superior, so it is possible to use the innate superior conditions to create a “Model of Yishang Yibin Boutique Apartment in Tianhe Central District” to create a unique brand image.
2. Grasp the market demand and cater to the buyer's psychology
As the real estate market turns from the seller's market to the buyer's market, the serious problem for the supply side is whether the consumption of the product caters to the needs of customers.
3. Create a comfortable environment on site, causing customers to purchase impulses
After attracting a large number of passengers, the quality of the on-site environment is the key to the success of sales. The project should create a comfortable interior environment in terms of planning and design, landscaping, reception centers, and so on.
4. Reflecting the "people-oriented" business philosophy
In the face of diversified target customers, we must grasp the characteristics of people and make planning and design more "humanized." 2. Project market positioning
2.1 Market positioning
員村附近的樓盤可謂良莠不齊，檔次不一，而且價格相差懸殊，可以說“一路之隔，樓價翻一番”。所以，本項目的區域劃歸應與珠江新城——未來新城市社區緊密掛鈎，淡化員村區域概念才是本項目獲勝的前提。結合區域市場情況和自身特點，敝司建議塑造獨特的品牌形象
---“天河中心區宜商宜住精品公寓典範”
以此定位入市，充分迎合市場，進而突破市場，形成本區域的最大熱點，當然，要達到這樣的目標，必須需要合適的規劃及硬體配合。在下述項目建議中會逐一闡述。
2.2.項目形象定位
在項目形象定位上應揚長避短，抓住市民向住環境好的綠化小區的心態，帶給客戶一種“既享有成熟小區環境，又座擁未來新城中心”的雙重“抵買”價值。初步提供以下項目形象定位供貴司參考：廣州新城市中心區?宜商宜住精品公寓典範——最後一期精品。通過上述的形象定位，給本案賦予現代高質素生活的實質內涵，使項目從低沉的環境氣氛中擺脫出來，從而體現項目內外環境的優越。
2.3.目標客戶定位
作為廣州新城區之一的天河區員村，其購房客戶群有較為特殊的一面。以此概念，整個新地區的客戶都是本項目客戶。根據實際情況，我們又可將這部分客戶群定向細分如下：
1.區內的買家
分析：員村附近區內人口密集，路窄人稠，整體環境缺乏大型園林綠化，綠化率低。對於欲改善環境的買家及家中有安度晚年的老人家的客戶，本案住宅是他們置業首選。
2.區域居民的子輩
分析：這批人在當地生活較長時間，生活圈子幾乎固定在此，對該區感情深厚，而現有條件已難以滿足其生活需要，想買大屋改善環境，同時出於孝敬老人的前提下，在同區就近購房，既能更好照顧老人，又能享受獨立居住的自由便利。
3.區域居民的親屬、朋友
分析：此類客戶受該區域的親屬、朋友的口碑宣傳，對小區嚮往，同時在此地置業，方便於同自己親屬、朋友進行充分的溝通，接觸和聯絡，還享受其優越住宅環境。
4.外來人口在該地置業
分析：此類在該區域中占主流，他們注重本案的綜合素質，周圍的自然環境以及周圍的配套設施，對新環境適應性較強，反而對區域感情不太考慮。
2.4.目標市場區隔
針對目標客戶的情況，敝司將目標市場區隔如下：
1、購買階層
1)自用：大眾市民，有能力而又確實希望置業的。
2)安居保值：高薪收入階層。
3)換屋計畫：不滿現時居住條件且有能力供屋的人士，房改房的原居者。
4)投資客：投資者是每個有潛力樓盤的目標買家群，針對本項目，被吸引的多是中小型投資者。
2、年齡層次：
中青年人為主
3、家庭結構：
三~五口之家為主
2.5.目標客戶
市場仿如金字塔，不但要瞄準金字塔的頂部，而更重要的是應瞄準金字塔的中部以下就敝司合作的市場調查公司對廣州樓市的調查分析， 天河區大部份的消費者，最可接受的房價是20萬到45萬元之間，而另一部份人可接受的房價為45萬到60萬，能夠接受60萬元以上的消費者就是金字塔的頂部了，本案的目標客戶為15~60萬元這一階段，如圖示：
3.銷售策略建議
3．1．市場氣氛培養
敝司建議在現階段利用項目一切的條件，營造濃烈的市場氣氛，吸引買家的關注，為項目推出時的銷售打下良好的市場基礎，具體操作內容包括：
1.硬體塑造
⑴告知性工地展示
應利用樓盤入口圍牆包裝，樹立項目形象，營造市場氣氛。並可通過橫幅，彩旗等工具將項目信息傳達給市場，吸引買家。
⑵戶外廣告設定
戶外廣告設定能增強項目的認知能力，可以有效提升項目的知名度。在廣告牌設定上可以考慮，公車站燈箱、車身廣告等其它戶外媒體。
⑶設定精美的示範單位和樣板房
通過對示範單位和樣板房的包裝設計，可有效掩飾平面中的弱點，引起客戶購買衝動，促進成交。
2.軟性宣傳
⑴為區域造勢
通過報紙軟性文章，詳述天河區府搬遷後為區域帶來的種種優越之處，以完善的社區配套、熟悉的生活環境打動買家的心，挽回不斷外流的區域客源。
⑵為本案住宅造勢
目的：把市場的注意力拉至本案住宅，突出項目形象，以本案住宅環境好，交通便利的優點吸引買家。
Foreword
The purpose and purpose of any advertising plan is to improve the sales of products, to shape and enhance the brand image. This program is to provide an accurate positioning and advertising direction for the “front station square” and make full strategic guidance. Under the premise of in-depth and meticulous understanding and research on the current situation of the Loudi real estate market, we will find out the resource problems and opportunities of the “Peking Square” project to meet or exceed the original sales plan of the “Post Square” and Loudi Dingxing Real Estate Company has shaped the brand.
Section 1 Market Analysis
I. Basic conditions of real estate and municipal production in Loudi City
Real estate development investment has increased significantly since 20XX.
From January to August of 20XX, the city's real estate development investment reached 164.57 million yuan, an increase of 87.4% over the same period of last year. It has grown rapidly in recent years.
The three components of the real estate industry development are real estate development, land, capital, and market growth.
1. The initial investment in land increased. From January to August of 20XX, real estate development enterprises purchased a land area of 108,800 square meters, and the land acquisition fee was 30.57 million yuan, an increase of 14.5% and 19.9% respectively over the same period of last year; the land development investment was 12.5 million yuan, and the land development area was 97,000 yuan. Square meters.
2. The scale of development has expanded and the development investment has grown rapidly. From January to August 2003, the city's real estate construction area was 432,300 square meters, an increase of 180,000 square meters over the same period of last year. The newly started construction area was 133,000 square meters this year, an increase of 79,000 square meters over the same period of last year, an increase of 145%. The city's real estate development completed an investment of 164.57 million yuan, an increase of 76.74 million yuan over the same period last year, an increase of 87.4%, contributing 2.1% to the city's state-owned and other economic investment growth. From the perspective of investment use, residential investment completed 66.3 million yuan, an increase of 1.2 times, and office buildings completed an investment of 5.42 million yuan, an increase of 3.9 times.
3. The company's financing capacity has been enhanced, and the funds are in place. From January to August of 20XX, the total amount of real estate development was 223.66 million yuan, a year-on-year increase of 2.6 times. From its composition, the use of foreign capital increased the fastest, and the company raised the most funds. From January to August, the company raised 131.52 million yuan of self-raised funds, an increase of 3.8 times; the use of foreign capital was 10.5 million yuan, an increase of 69 times, and other funds of 80.04 million yuan, an increase of 2.5 times.
4. Housing sales grew at a high speed. This year, the city's commercial housing sales, based on a high base of 27.8% growth last year, maintained a high growth momentum, from January to August in 20XX, the city sold a total of 17,900 square meters of existing homes, an increase of 82.7%, of which residential sales of 17,200 square meters Rice, a 1.2-fold increase over the same period last year.
5. The development of the real estate industry is closely related to the urbanization. The urbanization construction has promoted the development of the real estate industry. The expansion of the extension of the city's northward expansion of the city has promoted the rapid development of the real estate industry. Among the 20 enterprises, there are 14 in the Yixing District, 3 in Xinhua County, 2 in Shuangfeng County, and 1 in Wuyuan City.
Second, the difficulties and challenges faced by real estate development
First, the vacant area of commercial housing increased. From January to August this year, the completed area of commercial housing in the city exceeded the sales area of commercial housing by 0.6 million square meters, and the vacant area of commercial housing reached 11,000 square meters, accounting for 2.5% of the total construction area of the year, and the vacant area increased by 63.6%. Judging from the vacant time of commercial housing, the proportion of commercial space occupied by vacant time in all vacant areas increased by 4.4 percentage points over the previous year. The increase in vacant houses occupied the development funds of enterprises and adversely affected the development of real estate enterprises. .
Second, the quality of real estate enterprises is uneven, the scale of enterprise development is small, the ability of continuous development is low, and the competitiveness is poor. The development of urbanization in recent years has promoted the development of real estate development. There is a problem of a project to hatch a real estate development enterprise, and its development scale is small. In 20XX, the number of enterprises participating in the annual inspection in the city reached 65, and only 20 of them have real development tasks this year, accounting for only 30.8% of all annual inspection companies. For the 20 companies with development workload, there are 10 development tasks under 30 million yuan, accounting for 50% of the total; 5 development tasks ranging from 30 million yuan to 50 million yuan, accounting for 25% of the total. There are 5 development tasks above 50 million yuan, accounting for 25% of the total. Real estate development enterprises mainly rely on debt management, relying heavily on bank funds. Some development projects rely on construction units to fund capital in the early stage, relying on bank loans in the middle, and relying on personal mortgage loans in the latter stage, lacking follow-up development capabilities.
Third, property management is backward and supporting facilities are incomplete. The development of real estate should be supported by Jackie Chan. Although there are residential developments in the city, most of them are open and loose, and the development of the houses is left. Even if there is property management, the supporting facilities are incomplete and the management is not complete. Standardization, some houses with sporadic construction and development have no property management. Water, electricity, roads, pipelines, runs, dripping, leaking, wall cracks and other issues cannot be properly solved, which inhibits consumers' desire to purchase and affects the persistence. Development.
The fourth is the restriction of external factors. Bank real estate development enterprise credit policy adjustment, real estate loans mainly from development loans to personal housing mortgage loans, the state's real estate development loans, land reserve loans, personal housing loans, personal commercial housing loans, personal housing provident funds for commercial banks The application rate of loans and personal housing loans has been further clarified and standardized: real estate development loans must “acquire the state-owned land use right certificate, construction land planning permit, construction project planning permit and construction permit”, etc. For the four certificates, the actual investment should be no less than 30% of the total investment of the project. The personal housing loan requires the lender to have more than 30% of the down payment. Some projects require the main structure of the project to be capped before they can lend; Suppressed housing demand, affecting the expansion of the real estate market; then there is the secondary market to live without, the housing transaction procedures are numerous, the fees and charges are numerous and miscellaneous, the tax burden is too high, affecting the development of the secondary housing market, thus affecting The development of the entire real estate industry.
Overall, the real estate industry in our city has huge realities and potential needs, and there is a large space for development.
The municipal party committee and the municipal government proposed to accelerate the pace of urbanization construction. Urbanization construction needs industrial support. First, it needs the support of the real estate industry. In 20XX, the urbanization rate of the city is only 26.48%, which is lower than the provincial average of 5.5 percentage points. The rate of increase by one percentage point, at least increase the demand for housing by more than 840,000 square meters; international experience shows that when a country's per capita GDP reaches 300-1000 US dollars, the housing demand of residents has entered an accelerated growth period. In 20XX, the per capita GDP of our city is 5208. Yuan is the period of accelerated development of the real estate industry; at present, the per capita construction area of urban areas in our city is only 20.05 square meters. The per capita construction area of urban towns in the 20th year of the National Tenth Five-Year Plan is 22 square meters, and the average per capita is 1.95 square meters. A standard, demand for residential housing is more than 2.08 million square meters, obviously, the real estate industry in our city has great development potential. In 2003, Loudi City Construction Investment Co., Ltd. was established, and the development of Loudi City Construction Project was implemented in a market-oriented manner. Through project bidding, market-oriented operation was implemented, and land-based wealth, investment promotion, and private financing were implemented to completely break through the “bottleneck” of capital and make the city building sit. The “express train” has accelerated the development of Loudi’s real estate industry, especially commercial real estate.
Second, the survey and statistics of similar products in Loudi City
“Same” is defined as a commercial building with commercial plazas, office buildings, hotels, etc. The general comparison analysis of the Loudi Development Zone in Loudi City, Chengxi District and Louxing District of Loudi City is as follows:
1. Handan Iron and Steel Development Zone.
Because Handan Iron and Steel is a newly developed urban area, it has its unique advantages in greening and urban planning of the entire environment. In general, real estate in the development zone of Handan Iron and Steel Development Zone is selling natural environment.
Mingyuan Hotel:
Core competitiveness: five-star hotel standard concept
The surrounding natural environment is good;
Use green and five-star hotel standards to attract white-collar workers, foreign investors, socially successful people, etc.;
It is positioned as a high-income class in society.
2. West of the city. Based on the newly developed project - Chengxi Agricultural Trade Integrated Market.
Chengxi Agricultural Trade Comprehensive Market:
Core competitiveness: The only comprehensive agricultural and trade market in the west of the city approved by the Loudi City and District Governments.
Large scale, complete planning, and functional advantages:
It has an area of 15 mu, including 320 stalls, 2480 square meters of living supermarkets, 108 pavements, 1,200 square meters of warehouses, 48 sets of supporting houses, and 40 wholesale parking spaces for agricultural and sideline products.
The average price of housing is 718 yuan per square meter. The facade is 2580 yuan to 4380 yuan per square meter.
Positioning: a large-scale farmer's comprehensive market integrating agricultural and sideline products wholesale, retail, processing, warehousing, large supermarkets, commercial and residential, and food.
2. Urban area.
Global Business Plaza:
Core competitiveness: 1: 80,000 square meters of large-scale wealth and wealthy districts in central Hunan; 2. The original old street wholesale market, the main building unified operation, super large-scale advantage.
Have functional advantages:
The total construction area is more than 80,000 square meters, and the main area of the facade is more than 30 square meters.
The average price of housing is more than 500 yuan per square meter. The facade is 2,000 yuan to 11,000 yuan per square meter.
Positioning: Super large-scale and multi-functional wealth block in the large-scale operation, large-scale operation mode and standardized operation environment in the central Hunan region.
China World Shopping Mall:
Core competitiveness: Located directly opposite the train station, it has a status advantage.
Three consumer analysis
According to the conclusions of the Loudi Real Estate Market Research Report and the experience of operating real estate in the past few days, we conclude that the consumer psychology and housing requirements are as follows:
1. The environmental planning must be good, the supporting facilities should be complete, and the various venues and venues should be sufficient; when planning, there must be advanced thinking, more modern atmosphere, especially pay attention to the wisdom; in the design of the facade of the real estate Be novel, tone should be coordinated, style should keep up with the trend; 92% of consumers tend to stay in fully enclosed management;
2. The basic requirements for the residential and surrounding supporting facilities are schools, kindergartens, vegetable markets, supermarkets, hospitals, basketball courts, tennis courts, libraries, chess and card rooms, etc.;
3. 67% of consumers choose multi-story homes because the price of multi-storey homes is cheaper than high-rise homes. And the management costs in the future are relatively low. Some consumers choose small high-rise residential buildings,
4. Consumers' requirements for property management
a. Provide preservation, sanitation, house maintenance, landscaping and some special services;
b. The property company should increase contact with the residents in the community to strengthen communication.
Analysis of the second section of the "front station square" project
I. Analysis of project advantages
1 Environment: Sitting opposite the Loudi Railway Station, enjoy the advantages of logistics. The Luozhan and Xiangyu railways meet here in a cross, east to Hangzhou, Shanghai, south to Guangzhou, Shenzhen, west to Chongqing, Kunming, and north to the capital Beijing. Loudi Railway Station is a marshalling station. It receives more than 200 pairs of passenger and freight trains every day. It is the second largest railway hub south of the Yangtze River. It is rare in the existing buildings.
2 Lot: Located directly opposite the railway station, the nearby real estate is mainly the Pearl Commercial Pedestrian Street and the Jinhai Trade City. The area has gathered quite a lot of popularity and residence. Close to the bustling commercial area, hotels, hotels, railway stations wholesale market, fruit wholesale market, forming a higher influential railway station business circle.
3 Development: According to the relevant information, there are five or six trains starting from here four years after the Loudi Railway Station. The land and buildings around the railway station will appreciate soon. At the same time, the catering, entertainment, tourism, logistics and retail industries will be fast. development of.
Property management: intelligent management, to ensure the modernization requirements of the owners, in line with the positioning theme of the case. It is a topic that is targeted by the target consumers.
4 residential design and construction: the design of the community is based on the theme of nature, and various floors are reasonably arranged. There is also a modern art square, where art, leisure and nature blend together and complement each other.
6 supporting facilities are complete.
7 Loudi City consumer market property prices have an upward trend, consumers believe that the funds used to buy real estate value is the best choice.
8 There are not many real estates in the local market, and there are fewer commercial and residential buildings or professional office buildings.
Second, the project disadvantage analysis
1) Brand appeal: The real estate market in Loudi started late and began to have a competitive situation. The situation of developers' survival of the fittest has begun to take shape. Nowadays, real estate companies represented by Dragon, Gimhae, Haihui, Zhongxing and Minji have accumulated considerable experience through the success of real estate operations and have a good reputation among consumers. Dingxing Real Estate entered the real estate market late, and there is not too strong brand appeal in this respect.
2) Market affordability: Due to the low consumption in Loudi City, such high-end properties in the market have not yet appeared. Whether it is possible to attract high-income people is a critical issue, depending on whether the quality of the case has high quality.
3) Competitive factors: Due to the trend of many developers in recent years in order to catch up with the accelerated development of real estate, blind development, low-cost sales, resulting in price fluctuations and sales difficulties.
three. competitor analysis
Section 3 Promotion Strategy Definition
First, the definition of target consumer groups
Starting from the positioning and quality of the “front station square” project, combined with the sales characteristics of medium and high-end residential buildings, the target consumer groups and their related characteristics of “station square” are defined as follows:
1 Target consumers: 418 building materials market owners, fruit wholesale market owners, computer market owners, communications market owners, investment owners near the city; and their own economically strong class.
2 Age: Age is about 35 to 55 years old.
3 The family structure has entered middle age, and the living space is more entertaining and leisurely, and it has a very good sense of life.
4 There are high-level requirements for the family environment, there is a "value for money" consumer psychology, they pursue quality, but they are businessmen, there is a merchant's trading nature, both "value for money."
5 has a strong vanity, likes to compare and Xuan Yao, but likes the arty, and hopes to pursue cultural taste through external conditions.
Part 2: Real estate advertising plan
I. Introduction
The appearance of the rural area of Ryan reflects the long-term strategic vision of Ryan and the ambition of a century-old enterprise.
The emergence of Ryan's rural area has made Ryan's intention to inadvertently break into the front-end field of composite real estate development, or that Ryan has intentionally or unintentionally prepared for the future success of real estate development.
The appearance of the rural area of Ryan conforms to the yearning and calling of the contemporary and contemporary society for the green ecological environment, and its profound development potential is limitless.
In the development mode of the Ryan Pastoral Area, the innovative planning is used first, and the planning and design is followed, so that the two complement each other and reflect each other. It is also an advanced scenic and real estate development model innovation, and it is the future of the company. The cause will have a profound impact.
Second, market analysis
1) Market background
Lai's rural area is located on the side of Xi Peng Town, Jiulongpo District, Chongqing. It now covers an area of about 200 mu. The development of the early orchard has achieved little success, and large-scale comprehensive development is about to take place.
The fruit trees in the orchard are now dominated, and a number of corresponding fruit trees are being prepared to form a comprehensive orchard with a variety of fruit trees.
In history, Xi Peng Town has a long history of planting fruits. The beauty of 10,000 acres of red orange is still relished. Nowadays, the Xipen Town Government has proposed a development strategy to establish a 10,000-acre low-season fruit, which provides a strong support for the sustainable development of the Golden Orchard.
At present, Xipen Town has a permanent resident population of about 50,000. With the construction of the Western Yunnan Economic Corridor and the new unit of the new factory, the future population of Xi Peng Town will increase significantly. The existing recreational facilities in Xi Peng Town – especially the trendy and trendy leisure and entertainment facilities – are no longer sufficient for the needs of the residents.
The population of Chongqing's main urban area has exceeded 6 million. The living standards and consumption power of the residents in the main city are constantly improving. The suburbanization of leisure and entertainment is an unstoppable trend.
2) Product analysis
Lai's idyllic area is located on the side of Xi Peng Town, Jiulongpo District, Chongqing. It now covers an area of about 200 acres. Len Garden District is a large-scale ecological greening and pastoral area with unique geographical location and superior natural environment.
Advantage:
A shocking and amazing super fruit tree -
It stands at the gate or center of the rural area of Lane.
Its huge and incomparable lower part is made of reinforced concrete sculpture, but its shape is more chaotic than the real tree.
The center is mainly empty, filled with mud, allowing the roots to go straight to the ground; or cleverly designed some curved tree holes for children to hide and seek.
The upper part grows a variety of fruit trees in an orderly manner, allowing them to grow up slowly, as if they are branches of giant trees, which are a natural part of giant trees.
It can also be used to compile an ancient mythological legend, which makes many tourists more convinced.
The fruit tree is named "Xian drunk Baiguoshu", written by a famous calligrapher, written by a famous literati, and the stone tablet is engraved next to the tree.
This is one of the unique landscapes created by the orchard and one of its image signs.
It is a fashionable and park-like park with reference to the architectural style of the Coral Park;
Under the premise of funding, the design and construction of the park should dare to advance moderately. Do not think that the park design in the outer suburbs must be behind the park in the main city. This is a good selling point and a effective selling point. Follow up.
Disadvantages:
For developers, it is a challenge. From the difficulty of planning and design, the reduction of building volume, the increase in cost caused by the addition of landscapes, and the upgrading of property management services in the future, developers are required to invest more human, material and financial resources.
3) Competitor analysis
Oriental Peninsula Garden is a large-scale ecological green garden-style community with unique geographical location and superior natural environment in Buji, Shenzhen. After the bidding for the Oriental Peninsula Garden, the brand of 'Extra Large and Low Density Garden Houses' was launched, and the 'Green Concept' and 'Environmental Concept' were launched. This is in line with Shenzhen's current real estate development stage and consumption trends.
The garden style of the Oriental Peninsula Garden is an environmental system concept, which is the surrounding environment of the community, the internal environment, the terrain, the layout, the space, the sequence of the courtyard, the different themes, the combination of functions, the effect of the landscape, and the small stone in the garden. One water, one grass and one wood must be carefully designed into the environmental system.
Third, advertising strategy
1) Advertising goals
Make a market. Manufacturing sales hotspots.
Make up the momentum. A variety of media together, set off a three-dimensional advertising campaign.
Spread sales information in a wide range, all-round, and high-density to stimulate purchase desire.
Expand the visibility, recognition and reputation of 'Len Country District'.
Enhance corporate image.
The sales volume reached over 80% within one year.
2) Advertising objects
Fun and active West Peng and young children, children and teenagers in the main city;
Xi Peng and surrounding youths who have a special liking for modern entertainment parks;
I like to go to the green orchard environment in the suburbs for sightseeing, leisure and holiday, and the residents of the main city with better income;
Like the elderly in Xi Peng who enjoy flowers, tea, fishing and raising birds in the natural environment;
Xi Peng, who loves weekend park leisure, popular cultural performances, festivals and garden activities, and residents in the surrounding areas;
Residents of the main city who have a nostalgic complex, return to their natural wishes, and like a farmer's labor experience;
Xi Peng and the residents of the main city who are willing to live in green gardens and have higher consumption levels;
3) Advertising area
In this city and surrounding areas of Chongqing.
4) Advertising ideas
Advertising theme:
Living in the world of fruit every day
Creative
Choose the scene of Sun Wukong in the Huaguo Mountain Water Cave. Using FLASH animation to show the freedom of Sun Wukong there, and then jumping to the scene of the rural area of Lane, like this, back to the era of the time, and finally, the rural area of Ryan is also in the world of fruit every day.
Going home is the beginning of vacation
Creative
A pregnant woman who has been pregnant for 7 months is a husband who has just returned home from work: "My husband is so bored at home, I am going on vacation."
Husband: "Yes, I will take you right away."
I got on the bus, but it took a long time.
They came to an orchard like a paradise, and there are new and unique buildings. The pregnant woman saw this situation and blurted out: "Husband, I want to live here for a lifetime?!"
Husband: "No problem." Pregnant woman: "Is it really ok?" Husband: "Of course, because I have already bought a house for you that you will be satisfied with." Pregnant woman: "Wow, you are so good. !!! I can vacation every day!!!!!!!" Husband: "Going home is the beginning of vacation." Do you want to have a vacation every day? Just go to the rural area of Lane.
5) Advertising implementation stage
Phase 1: The trial phase
Behavior----------News operation, advertising,
Time---------February 1, 20XX
News operations use the news media to promote us. This approach has been adopted by sensible real estate developers in recent years. The power of news lies in the influence of advertising, and it costs less and more things, and it is easy to form a reputation and attract widespread attention.
Make a big noise. Intensive bombing advertising was used for the local target market in Chongqing. Various media used together to promote stereoscopic advertising offensives. Exploding the market in one fell swoop
Let the customer base and the consumer group understand the basic situation of the property and at the same time shape the good public image of the developer.
In the first promotion, 40% of the target customers knew about the rural area of Len, and they were deeply impressed.
With the internal subscription as the first sound, the first round of sales was carried out at preferential prices and conditions, and the sales volume reached 10%.
Attract target audiences to induce 20% of target customers to take purchase actions.
Summarize experiences and lessons in a timely manner, supplement, adjust and improve the second phase of the sales plan.
The second phase: the expansion phase
Behavior-----------News, advertising, marketing
Take the first stage of advertising, keep the heat not to fall down, continue to take wide and positive three-dimensional promotion, consolidate the existing achievements, attract more attention from the target customers, and change potential customers to prepare for the group.
The promise of the first phase has been fulfilled. We must cherish the existing market reputation. Under the big theme of garden winds, we will encourage and guide more people to buy the rural area of Len.
At this time, the number of people who visited the house and visited the sales office increased accordingly. At this time, the advertisements were good, and the market share was increased without losing the opportunity. Sales services must keep up.
Continue to attract target customers, the attention rate has reached about 40%, and formed a certain reputation.
Work together to promote sales, guide 30% of target customers to take purchases, and continue to produce marginal effects.
The third period: the stage of sales
Behavior ------------- News, advertising, marketing
Make full use of the huge effects of news, change the advertising behavior as a news act, let the news editions of journalists and newspapers serve the sales of buildings, and make full use of news, such as comments, interviews, and features.
Some customers make a statement about the benefits of the Villa Len and increase credibility.
Market reputation has been initially established, and old customers will attract new customers. Let the 'Lane Pastoral Area' be a beautiful talk and become a social topic of the public.
Advertising has increased the amount of investment, and newspapers and television have done a lot of work on strength, breadth and depth.
Strengthen management and services, so that the soft work of the sales floor service becomes hard work, and the post-effects are seized.
All the tactics and carriers that can be mobilized can be mobilized for in-depth publicity.
Join forces to attract target customers and guide 30% of target customers to purchase.
Fourth period: consolidation stage
Behavior ------------- marketing, advertising
Digest the remaining real estate and basically complete the sales plan.
The first three advertising campaigns were tested to make up for and improve the inadequacies.
Long flowing water, osmotic advertising behavior.
Strengthen property management, implement consistent good services, and establish the concept of the protagonist of the household.
Pay attention to post-efficiency and market consumption psychology.
Improve various legal procedures and document files, standardize, scientifically and rigorously guarantee the rights and interests of customers.
Chapter 3: Real Estate Advertising Plan
The foothold of planning: the size of the impact surface of any activity, the quality of the ultimate effect depends on the theme of the activity refining - whether it can maximize the focus of all levels of society.
First, the community market appeal positioning
Southeast Asian style community
Open a new era of Huadu Habitat
Xinhuadu, Xinrenju
Location advantage: the new district commercial and residential center, the famous school, the famous garden, the square adjacent, and the surrounding mature support.
Personality advantage: unique humanized living environment, cultural community, Southeast Asian style.
Second, the event planning
May 1 holiday, Wanshang promotion. If you want to stand out in the overwhelming advertising campaign, you have to be ingenious and attract attention.
After the community positioning of Yunzhu Garden is clear, the focus of public relations and event promotion should highlight the unique location advantages and humanized living environment.
Let more potential buyers know, comprehend, feel the charm of Yunzhu Garden and generate popularity, reputation and desire to buy a home. The theme of the theme planning activities.
Taking the art of calligraphy and painting as the activity form, the performance of many target consumers and influential people is directly reflected in the promotion of the reputation of the real estate.
The specific form of event planning: calligraphy and painting exhibition, performance, exchange art festival with the theme of living environment
Third, the theme slogan
Yunzhu Garden “depicts Huadu’s freehand living”
Fourth, the activity framework
1. Time: May 1st to 7th, 20XX
2. Venue: Yunzhu Garden Site and Sales Department
3. Activity content
, children's calligraphy painting live performance and competition ---- 1st
, youth calligraphy painting live performance and competition ---2 days
, Huadu District Calligrapher Live Performance -----------3
, book and painter reviews, art cocktail salons - 3rd
, award-winning works, and exhibitions, sales, and donations of painters and painters ------4 to 7
4. Activity organization
Host: Yunzhu Garden Developer: District Painters Association
Co-organizer: District Youth Palace
District One Child, Yuan Xuan You, Yuan Xuan Guo Xiao, Wu Xiao, Yun Shan Middle School, etc.
Planning and contracting: Xiangye Advertising Company
Media support: Huadu News, Huadu TV, Radio, Huadu Real Estate
5, promotion and cooperation
1) Visit the model house and distribute promotional materials
2) Discounted home purchase discount
3) Buying a house and giving paintings and paintings
4) Sale of paintings and calligraphy works donated to the Youth Palace
6. Funding budget
1), event organization, planning, information: -------------------- 5800 yuan
2), site layout: ------------------ 12,000 yuan
3), gifts and souvenirs, prizes ------------------20000 yuan
4), book painters and related guests, the media market ------------- 16,000 yuan
5), pre-advertising --------------------- 10,000 yuan
Total cost: 63,800 yuan
V. My company plans to undertake the advantages
1, Xiangye advertising and real estate - real estate, our most confident stage!
Xiangye Advertising Co., Ltd. is a professional subsidiary of a large real estate company.
The understanding of production is higher than that of peers. The core planning and design staff has rich real estate professional experience and has served many brands of real estate in Huadu. Previously served: Regal Villa, Yajing Court, Ziguang Garden, Hehe Century City, Yabao New City, Monte Carlo Villa, Agile, Hua Ting, Yiya Garden, Junwei Plaza, Quanhong Garden, Xinglin Garden, Yungang Garden Wait
2. Our own media:
"Huadu Real Estate", our company is a regional professional magazine commissioned by Huadu Real Estate Association. "Investment in Huadu" and "Huadu Police News" are professional magazines designed and printed by our company.
3. How we work for real estate clients
On the basis of analyzing the characteristics of the market and real estate, the core positioning and competitive advantages of the acquisition and construction of real estate, the use of comprehensive external means to express the positioning, characteristics and advantages of the real estate, analysis and delineation of specific target consumer groups and their purchasing habits, Communicate information claims to target consumers in an appropriate way, stimulating their desire to purchase to achieve purchase behavior.
4. If the company undertakes activities, Huadu Real Estate will present 2P special reports and a number of promotional pages.
5. Our company has rich experience and deep connections. It can guarantee the public relations of the event organization, invite influential people to participate, and guarantee the level of activities and the effect of communication.
Part 4: Real estate TV advertising plan
Market analysis
1.1. Regional market analysis
Tianhe District is located in the east of Guangzhou City, connected to Huangpu District in the east, Zhujiang River in the south, Dongshan District in the southwest and Baiyun District in the north. The total area is 147.77 square kilometers and the population is 418,000. The traffic in Tianhe District extends in all directions. It is the gateway to the Pearl River Delta in Guangzhou and the Yuedong area in northern Guangdong. There are 63 main roads such as Zhongshan Avenue and Huangpu Avenue in the district. The Guangzhou-Shenzhen Expressway is wearing things. The Guangzhou East Railway Station and the MRT Line Tianhe Terminal are located in the area. Tianhe District is a famous research and higher education district in Guangzhou. There are more than 22 colleges and universities, 34 research institutes, 15 middle schools, 1 vocational school, 61 national small schools and 95 kindergartens. The social security undertakings in the region have developed rapidly.
As the city center moves eastward, Tianhe District, as an emerging area, has become a concentrated area of commercial buildings in Guangzhou. The distribution of real estate in Tianhe District is relatively concentrated, mainly distributed in the concentrated areas centered on Tianhe North, Yuancun, Tianzhu Road and Dongpu.
1.2. Targeted market analysis
Located in the southern part of Tianhe District, Yuancun is adjacent to Tianhe Park and Tianhe District Government. There are many factories nearby, residents are dense, and the consumer groups are mainly working-class. With years of development, the number of migrants has increased, and it has gradually developed into a settlement of migrants. Due to the relocation and completion of the Tianhe District Government, the environment and municipal facilities in the district have been gradually improved and improved, accelerating the region. The development of the real estate industry has attracted many people who work in the east of the city to settle in.
1.3. Project Analysis
1. Project Name: Seaview Center
2. Project size: composed of 2 28 layers
3. Sales situation: now pushes Jingjingxuan, 7~28 floors of Haiduxuan
4. Propaganda theme: only pay 10%, that is, the owner
5. Price: 4076 ~ 5598 yuan / m2, the average price of 4708 yuan / m2
6. Decoration standard: Level 1 decoration
7. Analysis of advantages and disadvantages
(1) Advantage analysis
1. The project is developed by Seaview Company. The strength of the developer is strong enough to give buyers sufficient confidence.
2. Located in the central axis of Guangzhou New City, the development potential is huge.
3. It is located at the intersection of Huangpu Avenue and Huanan Avenue, the main road of transportation. The traffic is very convenient;
4. The project will be sold at the prospective building to enhance buyer confidence.
5. The community supporting facilities are relatively complete, including schools, hospitals, markets, Tianhe Park, and racecourses;
Disadvantage analysis
1. The supporting facilities of Zhujiang New Town are still immature and it will take time to develop.
2. The advertising and promotion activities of competitors are stronger than this case, and the image is widely known.
3. The project was surrounded by buildings on three sides, and the landscape was blocked by a large part.
4. There are many foreign personnel, and there are many public security problems, which affect the buyer's psychology;
1.4. Competitor data analysis
Opponent one
1. Project Name: Qiaoyingyuan
2. Project scale: consisting of 3 12-storey and 9-storey
3. Sales situation: 3 to 12 floors of C1 to C4 ladders and 2 to 12 floors of B2 buildings
4. Publicity theme: Xintianhe, new citizens
5. Price: 4481~5145 yuan/m2, average price 4655 yuan/m2
6. Analysis of advantages and disadvantages
(1) Advantage analysis
1 The property has been built as a current building and can be bought immediately, which is easy to attract buyers.
2 The price is lower than other real estates in the same region and has a competitive advantage;
3 Located in the inner street, it can avoid the noise and air pollution of the main roads, but it can also easily enter and exit the main roads. It is quiet in the middle and has certain potential for appreciation;
(2) Analysis of disadvantages
1The surrounding foreign population is more, the flow of people is complicated, and the security environment is poor, which affects the buyer's purchasing psychology;
2 The surrounding environment of the property is not good, affecting the property grade;
3 units are generally designed with more studs, which affects the usage rate;
Opponent two
1. Project Name: Zilinju
2. Project scale: composed of 3 conjoined 9 layers
3. Sales situation: now push 3 to 9 layers of C-H seat
4. Promotional theme: Taste the comfort and leisure of the home next to the park
5. Price: 4511 ~ 6208 yuan / m2, average price 5320 yuan / m2
6. Analysis of advantages and disadvantages
(1) Advantage analysis
1 The real estate is a small number of residential buildings in the village, and the internal environment is beautiful, easy to attract buyers to buy;
2 Near the main traffic road, Huangpu Avenue, the traffic is very convenient;
3 The property is close to Tianhe New District Government, Tianhe Park is close at hand, which will greatly help the upgrading of real estate grades; (2) Analysis of disadvantages
1 Some units of the real estate are close to the road, which is greatly affected by noise and has a large air pollution, which affects sales;
2 There are many foreigners around, and there are often public security incidents that affect the confidence of buyers.
There are certain deficiencies in the design of the 3 units, and there are studs;
1.5. Supporting conditions around the project
1. Community support
1 University: Jinan University, China Normal University, Nationalities College, Guangzhou Environmental Protection School
2 Middle School: Forty-four Middle School, High School Attached to China Normal University, Tianhua Middle School
3 small country: Changle Guoxiao
4 Bank: China Construction Bank
5 Wellness: Tianhe Sports Center, Badminton Hall
1.6. Project planning ideas
As the project is a mature residential area property of Guangdian, there are excellent innate conditions. The disadvantages of the external conditions of the region are more obvious. Doing a good job in the sales planning of the project is the key to the success of the project. We have to plan ideas:
1. Make full use of the inherently superior traffic environment
The transportation environment of the project is superior, so it is possible to use the innate superior conditions to create a “Model of Yishang Yibin Boutique Apartment in Tianhe Central District” to create a unique brand image.
2. Grasp the market demand and cater to the buyer's psychology
As the real estate market turns from the seller's market to the buyer's market, the serious problem for the supply side is whether the consumption of the product caters to the needs of customers.
3. Create a comfortable environment on site, causing customers to purchase impulses
After attracting a large number of passengers, the quality of the on-site environment is the key to the success of sales. The project should create a comfortable interior environment in terms of planning and design, landscaping, reception centers, and so on.
4. Reflecting the "people-oriented" business philosophy
In the face of diversified target customers, we must grasp the characteristics of people and make planning and design more "humanized." 2. Project market positioning
2.1 Market positioning
員村附近的樓盤可謂良莠不齊，檔次不一，而且價格相差懸殊，可以說“一路之隔，樓價翻一番”。所以，本項目的區域劃歸應與珠江新城——未來新城市社區緊密掛鈎，淡化員村區域概念才是本項目獲勝的前提。結合區域市場情況和自身特點，敝司建議塑造獨特的品牌形象
---“天河中心區宜商宜住精品公寓典範”
以此定位入市，充分迎合市場，進而突破市場，形成本區域的最大熱點，當然，要達到這樣的目標，必須需要合適的規劃及硬體配合。在下述項目建議中會逐一闡述。
2.2.項目形象定位
在項目形象定位上應揚長避短，抓住市民向住環境好的綠化小區的心態，帶給客戶一種“既享有成熟小區環境，又座擁未來新城中心”的雙重“抵買”價值。初步提供以下項目形象定位供貴司參考：廣州新城市中心區?宜商宜住精品公寓典範——最後一期精品。通過上述的形象定位，給本案賦予現代高質素生活的實質內涵，使項目從低沉的環境氣氛中擺脫出來，從而體現項目內外環境的優越。
2.3.目標客戶定位
作為廣州新城區之一的天河區員村，其購房客戶群有較為特殊的一面。以此概念，整個新地區的客戶都是本項目客戶。根據實際情況，我們又可將這部分客戶群定向細分如下：
1.區內的買家
分析：員村附近區內人口密集，路窄人稠，整體環境缺乏大型園林綠化，綠化率低。對於欲改善環境的買家及家中有安度晚年的老人家的客戶，本案住宅是他們置業首選。
2.區域居民的子輩
分析：這批人在當地生活較長時間，生活圈子幾乎固定在此，對該區感情深厚，而現有條件已難以滿足其生活需要，想買大屋改善環境，同時出於孝敬老人的前提下，在同區就近購房，既能更好照顧老人，又能享受獨立居住的自由便利。
3.區域居民的親屬、朋友
分析：此類客戶受該區域的親屬、朋友的口碑宣傳，對小區嚮往，同時在此地置業，方便於同自己親屬、朋友進行充分的溝通，接觸和聯絡，還享受其優越住宅環境。
4.外來人口在該地置業
分析：此類在該區域中占主流，他們注重本案的綜合素質，周圍的自然環境以及周圍的配套設施，對新環境適應性較強，反而對區域感情不太考慮。
2.4.目標市場區隔
針對目標客戶的情況，敝司將目標市場區隔如下：
1、購買階層
1)自用：大眾市民，有能力而又確實希望置業的。
2)安居保值：高薪收入階層。
3)換屋計畫：不滿現時居住條件且有能力供屋的人士，房改房的原居者。
4)投資客：投資者是每個有潛力樓盤的目標買家群，針對本項目，被吸引的多是中小型投資者。
2、年齡層次：
中青年人為主
3、家庭結構：
三~五口之家為主
2.5.目標客戶
市場仿如金字塔，不但要瞄準金字塔的頂部，而更重要的是應瞄準金字塔的中部以下就敝司合作的市場調查公司對廣州樓市的調查分析， 天河區大部份的消費者，最可接受的房價是20萬到45萬元之間，而另一部份人可接受的房價為45萬到60萬，能夠接受60萬元以上的消費者就是金字塔的頂部了，本案的目標客戶為15~60萬元這一階段，如圖示：
3.銷售策略建議
3．1．市場氣氛培養
敝司建議在現階段利用項目一切的條件，營造濃烈的市場氣氛，吸引買家的關注，為項目推出時的銷售打下良好的市場基礎，具體操作內容包括：
1.硬體塑造
⑴告知性工地展示
應利用樓盤入口圍牆包裝，樹立項目形象，營造市場氣氛。並可通過橫幅，彩旗等工具將項目信息傳達給市場，吸引買家。
⑵戶外廣告設定
戶外廣告設定能增強項目的認知能力，可以有效提升項目的知名度。在廣告牌設定上可以考慮，公車站燈箱、車身廣告等其它戶外媒體。
⑶設定精美的示範單位和樣板房
通過對示範單位和樣板房的包裝設計，可有效掩飾平面中的弱點，引起客戶購買衝動，促進成交。
2.軟性宣傳
⑴為區域造勢
通過報紙軟性文章，詳述天河區府搬遷後為區域帶來的種種優越之處，以完善的社區配套、熟悉的生活環境打動買家的心，挽回不斷外流的區域客源。
⑵為本案住宅造勢
目的：把市場的注意力拉至本案住宅，突出項目形象，以本案住宅環境好，交通便利的優點吸引買家。
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