Real estate project integration promotion case

I. Introduction

Second, the property overview

Third, the target purchase group

Fourth, marketing obstacles and countermeasures

Fifth, image positioning

Sixth, advertising

Seven, the cost of the budget

Eight, professionalism and professional standards will bring you different results

Foreword

I. Analysis of Taiyuan Property Market

Personalized and visualized competition is becoming increasingly fierce and will become the trend of real estate development in Taiyuan. In order to achieve excellent sales performance, property projects must seize the opportunity to make full use of their individual capital and powerful forces to create a property with a strong personality and reputation and a good public image.

Second, the project property overview

Third, the advantages and disadvantages of the project property

Advantage:

Excellent location and convenient transportation

Excellent location: in the heart of the mature community of Beicheng District; within minutes of walking to the hotel, restaurants, theaters, shopping malls, supermarkets and other community facilities.

Convenient transportation: public transportation is convenient, there are three bus routes to the case

The district's recreation, entertainment and leisure facilities are readily available.

Outdoor facilities: activity square, community kindergarten, hospital, shopping plaza, basketball court

In-room facilities: sauna, fitness room, billiard room, billiard room, Kara Lounge

Small apartment

The size of the room, the living room, the small size between the square meters, and the provision of menu-style decoration are very attractive to the target purchase group with a successful career, simple family structure, fashion and enjoyment.

insufficient:

Environmental construction lacks attractive landscape

The lack of attractive landscapes in environmental construction is not conducive to triggering interest in target purchases; it is not conducive to enhancing the visibility, reputation and memory of the garden in the public; it is also not conducive to satisfying the sense of honor of the residents in the area.

Property management lacks special services

In terms of property management, it failed to carry out special services according to the professional characteristics and actual needs of the target purchase group, which made the garden lack the proper personality and attractiveness in service.

Fourth, the target purchase group

Age-aged--economically wealthy with investment awareness or middle-aged people who are used to living in the North City

Family composition: - mouth, middle-aged couple or bring a child, single middle-aged

The age is between - the age of the business is booming, the income of the last month is more than the yuan, the manager who enjoys working in the North City or the small private owner

Family composition: - mouth, young and middle-aged couple or bring a child, single young and middle-aged

V. Project property marketing obstacles and countermeasures

Obstruction:

It is difficult to sell units with poor orientation, no scenery and no shade in the garden.

The operating conditions of the shops in the district were sluggish and the sales performance was not good.

Countermeasures:

The unit with poor orientation, shady, and no scenery in the area will be renamed as a special unit, and will be sold as a special unit in a timely manner. Promote sales through advertising hype, the gap between the overall image and price, and value-added gifts.

There are two reasons for the poor business operation and poor sales performance.

First, the popularity of the area is not strong, and the second is that the garden is too close to the shopping mall.

Therefore, there are two countermeasures:

1. Detonate residential sales, bring popularity in the Wang area, and promote the operation and sales of shops;

Second, according to the occupational characteristics, age structure, psychological characteristics, pursuit of preferences and actual needs of the residents in the area to carry out characteristic management. For example: high-quality lounges, cafes, etc.

Six, image positioning

According to the characteristics of the property project and the special status of the housing group, the social status and the stage of life, we have positioned the property project as a very residential building that highlights the highest realm of life and the perfect life.

Subject slogan:

Brilliant life, extraordinary enjoyment

——The garden provides more than just a satisfactory home...

Brilliant life

Most of the target housing groups in the garden are young and middle-aged bosses and management who have successful careers, or middle-aged and old people with fixed assets investment. Therefore, their lives are different and brilliant.

Extraordinary enjoyment:

Enjoy convenient stay

Enjoy convenient transportation

Enjoy special services

Enjoy the bustling city

Enjoy supreme honor

Seven or two overall recommendations

, building squares and meaning fountains

In view of the lack of attractive landscapes in the garden, it is recommended to build squares and meaning fountains in the second phase of the project. Add a chic night view to Beicheng District, and add a night to the surrounding residents to relax and take a walk.

Imagine: When night falls, walk along the way. Far from seeing the lights flashing in the square, the subtitles of "Glorious Life, Extraordinary Enjoyment" are beating. Listening to the sound of the sound of "哗哗哗" in the vicinity. Walk into the square, or stand by the water, or sit on the stone pier, feel the bustling city, breathe the atmosphere of the night, feel good, and not good.

In this way, on the one hand, it can increase the attractiveness of the garden, increase the visibility, reputation and memory of the garden in the public; on the other hand, it is also conducive to winning the recognition of the target purchase group and satisfying the sense of honor of the residents in the area.

Property management services in property management

Most of the garden's target purchases are young and middle-aged people who have a successful career. They usually don't have much time to do housework, clean up their homes, and look after their children. Therefore, in the aspect of property management, the garden can provide special housekeeping services such as early morning, afternoon, dinner, regular cleaning of houses, paid laundry, and tutoring according to the actual needs of the residents. On the one hand, it will effectively solve the practical problems of the residents, on the other hand, it will help to enhance the attractiveness of the garden to the target purchase group.

Eight, advertising

The advertising of the garden has to achieve the following three purposes:

Do your best to convey the advantages and selling points of the garden;

As soon as possible, establish the property image of the garden "glorious life, extraordinary enjoyment";

Directly promote the sale of the garden.

Based on the above three purposes and the advertising situation of the Taiyuan real estate market. We propose to divide the advertising of Fairview Park into two phases, namely, the advertising cut-in period and the advertising development period.

In the advertising cut-in period, the advantages and selling points of the garden are mainly communicated through the soft articles of newspapers and hard advertisements of newspapers;

In the advertising development period, on the one hand, the use of intensive newspapers, television, radio and other media advertising, body, road signs, buildings, lampposts and other outdoor advertising and various public activities to create the image of the garden "glorious life, extraordinary enjoyment"; another The use of various promotions and on-site direct promotion of the sale of real estate.

Ad cut-in period

Newspaper soft article

Theme: Brilliant life, extraordinary enjoyment

- Remember "I" why choose the garden

Theme: Easy to grasp career life

——Remember the special housekeeping service of the garden

Series of newspapers

Theme: Brilliant life, extraordinary enjoyment

- Only minutes from the shopping and leisure plaza

Theme: Brilliant life, extraordinary enjoyment

——Entertainment and leisure in the home

Theme: Brilliant life, extraordinary enjoyment

——The square is the back garden of our house.

The online publicity also highlights the corresponding themes, and conducts a variety of small-scale discussion and publication of the project, providing materials for the delivery of hard advertisements, and at the same time, trying to investigate the market demand for advertising, and reducing the risk of advertising. At the same time, the advertising effect of the advertisement is guaranteed.

Advertising development period

,newspaper

From all sides, we create the brand image of “Glorious Life, Extraordinary Enjoyment” in Jinxiu Garden.

,TV

In line with promotional activities and interviews with development companies, the project will promote the project from engineering design, engineering quality, developer strength, development concept and project advantages, and establish a good reputation of the project and developers.

Radio

Through the radio station to match the image of the home buyers' club activities and cooperation projects of SouFun, the target audience will be conveyed with sound and sensory information.

Leaflet

Through the delivery of commercial letters, sales of sales offices, newspapers and magazines, and distribution of activity materials, individual advertisements are allowed to enter each intent customer, thereby expanding the scope of the project itself.