Real estate building project packaging case planning book

The outbreak of the global financial crisis has led to a decline in the growth rate of China's economy, the stock market is unstable, the price of real estate buildings remains high, and people's purchasing power has not yet reached a certain height. This series of factors has led to the continued decline in building sales. The real estate market outlook is not optimistic!

The company has already started selling the previously built floors, but due to the competition and the sluggish market, the sales of the company buildings are not good. I was ordered to work out the plan for the whole project of the building project packaging.

This pricing plan only provides pricing strategies and methods, and specific pricing developers should be based on the specific circumstances of the project.

The so-called price planning is the activity of real estate developers to coordinate the price relationship in order to achieve certain marketing goals. Price planning makes a very important part of the entire real estate marketing activities, not only including the formulation of pricing, the use of pricing techniques, but also the coordination of other marketing packages in order to achieve the expected marketing objectives of real estate developers under certain marketing conditions. Relevant parties, and in the implementation process, the entire process of price strategy is continuously revised.

First, the real estate price positioning

The price of real estate is positioned in the price planning. A small deviation in the price will lead to a negative growth in total sales, but it also causes consumers to resist the price of real estate, which is a setback in sales. The lower price positioning will affect the profit of development. Therefore, the correct price positioning can give full play to the effectiveness of price planning, and thus reflect the results of the entire real estate marketing plan.

Second, the floor price strategy

1. Psychological pricing strategy.

This is the price that real estate developers set based on the purchasing psychology of different types of consumers. The psychological pricing strategy commonly used by real estate developers is mainly the integer pricing strategy. Real estate belongs to the book's high-end high-end consumer goods, real estate developers in the price is to end with an integer, do not take a fraction, consumers are in the "penny, one point" to buy psychology, that the higher the price, the better the quality. Pricing by integers tends to increase the “worth” of the property and facilitate sales.

2. Infiltration pricing strategy.
At this time, the price of the house is set at the regional expected price, and with the large-scale promotion activities, the sales are quickly opened, and it is thought that the soil like the mud will penetrate into the air from the gap. For example, in a residential area, the price of the same house can not be sold at a price of 5,000 yuan / square meter, the simulated price should be less than 5,000 yuan / square meter, requiring the price to be competitive.

The premise of this strategy: large market capacity, high flexibility, and potential competitive threats. Adopting this strategy can make small profits but quick turnover, preemptive strikes, help organize the entry of competitors, quickly open the market, and achieve the largest market share, usually called the “don't come in” strategy. In the case that the market has been strongly occupied by the other side, it is also a better way to squeeze into the market. After the market is opened, the price can be appropriately increased.

3. Differential pricing strategy.

This is the most competitive strategy for competitors to sell at different prices, with the aim of stimulating demand and increasing sales. Mainly in the same house: the price of the sale to the customer is different. For example, consumers who are the first to buy can give certain discounts. The same house can be launched in phases due to the different time, place and transaction form of sales. Each period can be set at different prices. It is the specific situation to raise or lower the price.

4. Discount pricing strategy.

The price discount for real estate is the mobile law in price planning. Since the building is constantly changing, some prices may not be suitable for the property market after a period of time. The adjustment of the price has taken the lead. Therefore, the more flexible way is to adjust the price discount. Different from time to time, discounts are either low or high. The discount pricing strategy is to buy this part of the price concession to attract customers to increase purchases. Such as discounts, gifts of furniture and household appliances and free of charge for 1 to 3 years of property management fees. Its purpose is to strive for fast sales. There are several common discounts:

Time discount. It is hoped that the purchaser will quickly pay off the house payment, such as the one-time payment, the largest discount, followed by construction installment or bank mortgage payment. This approach is conducive to real estate developers to accelerate the turnover of funds.

Quantity discount. It is based on the number of houses purchased by customers. Given discounts of varying sizes, the greater the number, the greater the discount, and the goal is to encourage large purchases.

Feature discount. This is a discount based on the different functions of various agents in marketing. If the agent provides promotions, awards, financial links and other functions to give a certain discount. The more features, the more discounts. Its purpose is to coordinate the enthusiasm of agents.

The real estate market has entered the buyer's market, the market competition has become increasingly fierce, and the market's uncertainties are more complicated. In a complex market environment, how do developers set the price that consumers can accept and that are most beneficial to them? This is always a question of the fate of the real estate. Therefore, price planning will occupy an increasingly important position in the real estate market marketing.

I hope that after the implementation of my planning book , the company's building sales can have a relatively good market sales situation, but I know that in order to see the rebound in the property market sales, the national economy must be restored to the development situation, stimulating the residents. Consumption, this is the most important! I believe that our country's economy will return to prosperity, prosperity and strength!