Real estate sales work plan essay

A good real estate marketing plan must have a good plan to grasp the entire marketing campaign as a whole.

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

Real estate marketing plan content

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

1. Summary of the plan: Give a brief overview of the proposed plan so that the management section can be quickly viewed.

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

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

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

5. Marketing Strategy: Provides the main marketing method used to accomplish the project goals.

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

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

8. Control: Tell how the program will be monitored.

I. Summary of the plan

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

Second, the status quo of market marketing

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

Market situation

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

2. Product situation

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

3. Competitive situation

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

4. Juguan environmental situation

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

Third, the opportunity and problem analysis

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

1. Analysis of opportunities and challenges

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

2. Analysis of advantages and disadvantages

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

3. Problem analysis

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

Fourth, the goal

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

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

Financial target

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

2. Marketing target

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

The establishment of the target should meet certain criteria:

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

· Each goal should remain inherently consistent.

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

V. Marketing strategy

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

The strategy statement can be as follows:

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

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

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

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

Service: Provide comprehensive property management.

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

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

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

Sixth, the action plan

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

7. Estimated profit and loss statement

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

Eight, control

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

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