[Boutique] real estate marketing plan

This article directory 1 real estate marketing plan 2 real estate marketing plan 3 real estate marketing plan book 1st: real estate marketing plan

In a broad sense, real estate planning is divided into the following three content. If all of the following work is performed by a real estate planning company, it is called real estate planning. Developers can choose different menus as needed.

First, the project's preliminary positioning planning: the feasibility study of real estate development projects, including market research, project positioning, project economic benefit analysis.

Second, the project's promotion and integration planning: including the project's VI design, project promotion period, promotion period, strong sales period, closing period, multi-media advertising design and various promotional activities planning and so on.

Third, the project's sales investment planning: including sales staff training, sales manual preparation, phased sales price determination, etc.; the commercial part of the project will also carry out business positioning planning and investment planning.

Planning the core process

Now that China's real estate industry has changed from a seller's market to a buyer's market, combined with the real estate market planning marketing theory and practical operation methods, it proposes a "real estate full-planning marketing plan". He introduces the scientific method of planning marketing from the initial stage of project land use. The operation process of the real estate industry is gradually implemented. Its core content includes:

1. Project investment planning and marketing;

2. Project planning, design and planning marketing;

3. Project quality planning and marketing;

4. Project image planning and marketing;

5. Project marketing promotion planning;

6. Planning and marketing of project consultants, sales and agents;

7. Project service planning and marketing;

8. Project secondary planning and marketing;

Six functions of real estate planners

With the gradual improvement of the real estate planning theory, the role of planners and consultants has been recognized and accepted by real estate developers. But they will still be questioned by real estate developers at any time: What is the use of planners or consultants? If we only think according to the literal meaning, it is too simple to think that the planner or consultant is the idea. So, what exactly does a real estate planner or consultant do?

From the perspective of the responsibility of the planner, we believe that there are at least six functions.

Doctor's function

It is as if the doctor chooses the best medical method for the right medicine, the patient must be carefully examined, and a comprehensive analysis of the various diagnostic results and laboratory reports is carried out, and the correct diagnosis conclusion is finally obtained.

Real estate planners or consultants are entrusted by real estate developers to conduct detailed diagnostic analysis of the projects they have developed. They understand the regional planning, regional economic development level, resident income, surrounding real estate competition, and regional human geography. After the information, such as life habits, aim at “what to build”, “how to build”, “who to sell”, etc., propose the conceptual design of the project and draw a conceptual plan. The residence has a great relationship with the health of the occupants. The real estate planner or consultant should properly position the project in a humanized manner from the perspective of effective market demand and from the perspective of occupant health and comfort.

Legal advisory function

In order to regulate the real estate market, the state and local governments have promulgated various legal systems and regulations related to real estate construction, and some problems that cannot be solved by laws and regulations alone, such as the impact of the project on the surrounding living environment, land acquisition, international politics. The influence of Fengyun, national foreign relations, domestic economic development, or similar Olympics, WTO, and western development on real estate development, even urban planning, regional building height, road width restrictions, etc., must be based on laws and regulations or reasonable Avoid regulations, mediation, or compliance. These real estate developers are not fully mastered.

Financial expert function

Real estate developers have funds, but real estate planners or consultants can tell you how to use funds more effectively. Real estate planners or consultants are on the standpoint of developers, planning the entire project for developers and ensuring The project will be sold well in the future, with the aim of maximizing the return on investment with the same capital investment. The main method is not to reduce costs, but to allocate funds to creative designs that add value to the project.

Director's function

Real estate planners or consultants are the bridges and links between real estate developers and design units, construction units, sales companies, advertising agencies, and property management companies. Their responsibilities are to coordinate the concept of the project through the coordination of the above-mentioned enterprises.

Captain's function

There are many people who think that the work of real estate planners or consultants is just an idea. In fact, when the concept of the project is positioned as a design drawing and construction drawing, the important work is to supervise it on site, if the design is regarded as a chart. In other words, it is necessary to strictly follow the chart route, and the captain of the local change must agree. Only in this way can the project concept be accurately implemented.

Environmental expert

The so-called environmental problem here is not the "big environment" problem of global warming and acid rain, but the "small environment" problem of the landscaping of the residential community, the coordination of the community landscape with the surrounding street environment and the natural environment, and the humanity of the residential area. It is also often reflected in the accessibility of the landscape of the residential area. The landscape composition of the residential area will greatly affect the future sales of the project, and the positioning of the landscape style and how it is implemented depends on the real estate planner or consultant.

It can be seen that the real estate planner or consultant is a generalist talent. At the same time, the whole planning of a real estate project can not be completed by one or several real estate planners or consultants, and a group of dozens or even dozens of experts is only Can be done.

Real estate planner national vocational qualification

Real estate planner refers to the planning personnel engaged in market research, program planning, investment management, product marketing, project operation and property management in the real estate industry. The main tasks involved include: market research and consulting planning for real estate projects; integrating design, construction, marketing, advertising, services and other resources, formulating planning plans; product marketing for real estate projects; and operation of real estate projects.

On March 31, 2005, the Ministry of Labor and Social Security officially released the third batch of 10 new occupations based on “real estate planners”, which attracted wide attention and high attention from all walks of life and regulated the new occupation. Work is also in full swing. The new occupation of this wholesale cloth was in February 2005. The Ministry of Labor and Social Security organized experts to review the newly declared professional activities, and extensively solicited opinions from relevant parties through social publicity programs, and finally passed the review.

The establishment of the real estate planner profession can not only cultivate a large number of professional talents, but also solve the urgent needs of the real estate industry for talents; and it can expand the social employment path and ensure the healthy, sustained and rapid development of the real estate industry, which is very important for accelerating socialist modernization. The meaning. With the development of China's real estate industry, a new real estate planning team is generating and growing rapidly. It is expected that after five years, there will be hundreds of thousands or even millions of people in China who will be employed as real estate planners.

On December 15, 2008, the “First Annual Conference of Chinese Real Estate Planners” hosted by China Real Estate and Housing Research Association and hosted by Fangjiao China Network was held in Peking University. As the first national industry gathering of Chinese real estate planners, the conference was the first annual meeting since the implementation of the real estate planner professional qualification certification system. It marks that the “real estate planner”, a Chinese real estate service group, is further moving towards professionalization and standardization, and it also marks that the “real estate planner”, a Chinese real estate service group, is further moving towards professionalization and standardization. The establishment of the China Real Estate Planners Association will establish the ideological territory and spiritual home of real estate planners, fully demonstrate the wisdom and style of Chinese real estate planners, and further promote the standardized and healthy development of China's real estate planning industry and the entire real estate industry.

The status and role of real estate planning

status

First, real estate planning belongs to the intellectual industry in the era of knowledge economy, and can create social value and economic value for real estate enterprises. The 21st century is the era of knowledge economy. One of the characteristics of the knowledge economy is that the intellectual and intellectual industries will be further developed, and the knowledge required by society is much richer than any era. The value of successful real estate companies is increasingly dependent on their ability to produce, distribute and apply knowledge from both the strategic and the left and right sides. This ability is thought, intelligence, strategy, and so on. The combination of intelligence and wealth will also generate enormous energy.

Second, real estate planning acts as a think tank and think tank in real estate companies, and is a close assistant to corporate decision makers. Mainly manifested in: First of all, real estate planning is a large contact and practice. Planning activities are involved in everything from project site selection to property management. Secondly, the real estate planning case is wonderful and has many means. In every successful case of real estate planning, there are many wonderful concepts, ideas, ideas and means. Third, the idea of ​​real estate planning is active and the theory is very rich. Due to the hard work of many planners, and diligent work, while creating many wonderful project models and marketing classics, they also combed a lot of flashing planning concepts, ideas and summed up the creative planning theory. These all give real estate enterprises the help and support of intelligence, ideas and strategies, and give real estate enterprises advice and create more economic benefits.

Third, real estate planning has been carried out throughout the construction of real estate development projects to ensure the success of project development. To complete a project cycle for real estate development project construction, it is necessary to go through a series of processes such as market research, project site selection, investment research, planning and design, construction, marketing promotion, and property services. If there is a problem in one of these processes, it will affect Going to the development process of the project, and even making the project a half-pull project. Real estate planning participates in every aspect of the project, through conceptual design and various planning means, the developed commercial housing is marketable, occupying the city

effect

First, real estate planning can make the company's decision-making accurate and avoid deviations in project operation. Real estate planning is formed after the investigation of the real estate project market. It is the wisdom of the planners who constantly face the market. Therefore, it can serve as a staff member of a real estate company, making corporate and entrepreneurial decisions more accurate and avoiding deviations in the operation of the project.

Second, real estate planning can enable real estate development projects to enhance their competitiveness, so that they can win and win, and remain invincible. In recent years, real estate enterprises have re-shuffled, the concept has been continuously innovated, and the development model has been continuously broken. The large-scale real estates of nearly one thousand acres have appeared one after another, and the competition is becoming more and more fierce. The deciding people have a feeling of “four sides of the song”. In this case, real estate planning will be able to give full play to its strengths, enhance the competitiveness of the project, and win the initiative.

Third, we can explore and solve enterprise management problems and enhance the management innovation ability of enterprises. Real estate enterprises must win the market, and commercial housing should be sold. The focus is on management innovation. Planners help real estate development enterprise management innovation, which is to follow the scientific planning program, and start from the problem of seeking real estate development projects, and explore effective ways to solve management problems.

Fourth, it can effectively integrate real estate project resources to make it an advantage. To develop a real estate project, it is necessary to mobilize many resources to coordinate development, such as conceptual resources, human resources, material resources, and social resources. These resources were scattered, messy, and even without a center before real estate planning was involved. Real estate planning participates in various resources, clarifies their relationship, analyzes their functions, helps them unite together, and forms a common goal around the center.

In addition, real estate planning also predicts the future market and meets the specific requirements of residents' residence.

Part 2: Real Estate Marketing Plan

Foreword

Today, commercial real estate sales development is becoming more and more mature. Real estate marketing planning is becoming more and more important in the process of commercial real estate sales and investment. If retailers want to sell well, the early marketing planning is indispensable and must be done.

The ××Commercial City Project is a boutique property developed by the XX Real Estate Development Company and will become a classic work of the new leisure real estate business in the XX North District.

××Commercial City is located next to the XX Square in the northern part of the city of XX City. It is a new project of XX Real Estate Development Company. The project covers an area of ​​7,000 square meters. According to the current architectural design proposal, the project consists of a three-storey podium and two towers with a total construction area of ​​approximately 15,000 square meters. The underground garage and equipment building has a construction area of ​​1 More than 500 square meters, commercial podium building area of ​​about 8 500 square meters, tower building area of ​​about 6 500 square meters. The total investment of the project is about 18 million yuan.

After the preliminary market research and analysis, the project was initially identified as a modern, multi-functional leisure shopping mall. According to this preliminary concept, combined with the current status of the project, the marketing enterprise program has made a relatively systematic market positioning and marketing operability analysis for the project. From the perspective of marketing planning, the overall image packaging, marketing organization operation and marketing promotion of the project. , advertising strategy arrangement, sales promotion and other aspects have made a global and operability discussion.

I. Overall marketing strategy

The overall marketing strategy is to carefully analyze, scientifically and accurately cut into the target market. Through the full use of marketing strategies, maximize the added value of the project, obtain the maximum profit of the project, and comprehensively establish and enhance the corporate image and project image. Summarizing the overall marketing strategy of the project, it can be described as “five ones”, which is to establish a new concept, advocate a wealth concept, refine a clear theme, start an avant-garde market, and brew a hot storm.

Second, the project marketing objectives and guidelines

According to the overall marketing strategy of “five ones” of this project, the marketing objectives of this project are as follows, as the improvement and enrichment of the marketing program of this project.

1. Establish a cutting-edge concept: a casual shopping business.

2. Advocate a wealth concept: venture capital business, casual shopping, and stable returns.

3. Refine a clear theme: property-based shops, casual businesses.

4. Launch an avant-garde market: advocating “virtual venture business, leisure shopping”, abandoning the pure shopping environment of traditional business, repressing and restraining, mainly for young and new consumers with their own personality, let them experience the business of leisure mode Environment, shopping theme is clear.

5. Brewing a hot storm: This project will promote traditional business behavior to a modern new leisure business, strive to promote new changes in the development of commercial real estate market, avoid the competition of traditional business, and set off a hot storm in a new market.

Third, the sales target and target decomposition

Sales target

2. Sales target decomposition

Fourth, the marketing phase plan

According to the positioning of the project and the construction progress plan, the marketing work is divided into four stages. The key points of each stage are shown in Table 8-5.

V. Project sales timing and price

In order to better reflect the overall marketing strategy and achieve the goal in the subsequent marketing process, comprehensive project element resources and marketing promotion elements, combined with project positioning, determine the following sales opportunities and prices.

Project timing and posture

1. Time to market: According to the planning and project progress and marketing preparations, during the opening of the May 2008 housing fair, you can seize the opportunity of the 2008 Spring Housing Fair and the May 1 International Labor Day to set off the first climax; on National Day In the autumn of 2008, the Housing Fair, New Year's Day and other important periods set off a new sales climax.

2. Entering the market: Debuting the image of “Fortune Real Estate, Leisure Shopping” in the whole city and even the Northwest, creating a new leisure business investment management concept.

Price positioning and price strategy

1. The principle of price positioning: using the price method and the comprehensive balance method.

2. Price positioning: The average selling price of the entire commercial project is 3 580 yuan / square meter, of which the starting price is 3 328 yuan / square meter, the highest price is 4,000 yuan / square meter.

3. Price strategy: adopt the “low opening and high walking” type parity strategy. After the opening half year, as the first stage price adjustment, the average price is 3380 yuan/m2, and the sales in the late stage will drop slightly.

6. Promotion strategy and media combination

Promotional strategy theme

1. Personality characteristics: “×× commercial city wealth real estate investment business” is the first and only one in the city to raise the commercial development from “building construction products” to “creating a new leisure shopping method”, advocating “investing wealth real estate and obtaining stability” Return to the investment philosophy.

2. Location transportation: The project is located beside the XX Square, the location is excellent, the landmark building in the noble residential area, and the traffic is convenient. It is the ideal commercial real estate investment environment in the northern region.

3. Value-added potential: It is in the core area of ​​the government's key development areas, with good development prospects, low acquisition cost and great potential for appreciation. It is the first choice for investment and home ownership.

Media combination

1. Pre-opening period: The company mainly uses soft news and advertisements to carry out the new concept of “wealth investment, stable return”. The media mainly focuses on newspapers and TV supplements.

2. The strong promotion period after the opening: that is, the important period of project marketing promotion, the propaganda media is mainly based on “newspaper, television and outdoor billboards”, with relevant magazines and direct mail advertisements.

3. Image display period after opening: In order to display the image, it is mainly based on soft and deep excavation. The media selection is mainly TV and newspaper, and the focus is supplemented by forum public relations, promotion activities, project investment briefing and other forms.

Part 3: Real Estate Marketing Plan

Due to the heterogeneity of real estate and general commodities, such as huge capital investment, short production cycle, value appreciation and currency function, half-product sales, basic quality can not be improved, low entry prices, more opening, and fierce competition. With the increasingly fierce competition in real estate, the corresponding marketing plan is also very hot, so planning and innovation has become the way to win. For real estate marketing planning, it mainly focuses on consumer's consumption behavior, lifestyle in product design, product value enhancement, marketing communication, payment methods, etc., to stimulate potential consumer demand or compete for existing customers. Its innovation can be reflected in the creation. A new product; providing a service model; advocating a lifestyle; creating a culture and so on.

First, the future development trend

On the one hand, real estate has entered the era of brand competition, and the competition in the real estate market has shifted from price competition and concept competition to brand competition. Enterprises pay more attention to the cultivation and utilization of brands. Therefore, we should pay attention to the continuous strengthening of the brand, export the core value of the brand, and carry out the brand strategy under the unified brand; at the same time, the advertising awareness should be advanced, the promotion means should be integrated, and the concept of product can be strengthened by using all available communication resources. On the other hand, the consumer market is increasingly rational and individualized. In recent years, the economy has continued to slow down, residents' incomes have continued to decline, and affordable psychology has dominated. Consumers have been immersed in advertising for a long time, and occasional and impulsive purchases have weakened, rational purchases. Behavior enhancement; various types of consumers gradually establish their own standards and preferences for the choice of real estate, consumers will more "personalized" the choice of commercial housing, will consider their psychological needs more, looking for more suitable for their own real estate. With the intensification of competition in the real estate market, large-scale and intensive real estate will become the hotspot of future market competition; the market segmentation trend for different consumers is becoming clearer to meet the consumption groups of different types of consumer demand; the “design era” begins to return Developers pay more attention to the development of products, and will pay more attention to the preliminary planning and design of real estate. The means of competition will be comprehensive and diversified. For example, some large-scale real estates have comprehensive competitive advantages, and small and medium-sized discs must also occupy a place in the market with their individualized and characteristic needs. In the future development process, we will further pursue the realm; pursue close distance; pursue cleanliness; pursue tranquility, etc., not only improve the demand for supporting facilities, but also high requirements for the brand of real estate developers; not only the corresponding requirements for design, may It will also have corresponding requirements for the living groups and social volumes of community residents; not only the requirements of the brand of the real estate, but also the links in the design and manufacturing process. In the case of further fierce market competition, how to further tap the added value of its own real estate, stabilize the price, attract customers? How to further deepen the advantages of its own real estate according to the rational purchase demand of the target consumer group, so that the target consumer group will produce "Value for money" feeling? How to continue to build their own unique brand personality, break through the encirclement of strong rivals, continue to set off a new whirlwind in the market? How to adapt to the new trend of "Personal Home Ownership"? These forced developers A full marketing plan for the system is required.

Second, real estate marketing planning

The first is planning first. In the whole project development process, it should be planned first, including project certification, risk assessment, capital channel, market positioning, planning and design, construction bidding, project management, material selection, image packaging, opening sales, advertising, marketing. Strategy, property management, branding, efficiency improvement, etc. all need system planning. The planning is based on the corresponding market research. The investigation can be either first-hand information or second-hand, including government statistics, banking statistics. The statistical yearbooks of the caliber, statistics bureau, commercial bureau, housing management bureau, land bureau, tax bureau, etc., understand and analyze market purchasing power and consumption trends. According to different links, targeted investigations, such as the lifestyle around the consumer, the surrounding real estate situation, around the promotion strategy and so on. The second is innovation to win. Marketing planning innovation should be carried out throughout the planning process, including architectural form, layout planning, apartment design, integrated marketing, advertising, public relations activities, property management, financing methods, etc., such as in the payment method, effectively combined with finance; In the formulation of prices, the use of consumer psychology is effectively utilized; in the promotion and positioning, the psychology of consumer curiosity and hypocrisy is utilized. Such as paying attention to children's education, making neighbors with celebrities, zero down payment, combined sales, and sharing gifts on the promotion: husbands give fitness gift vouchers, wife gifts for beauty vouchers, children's gift for children's palace, and the elderly give a full physical examination. At the same time, we must take the whole process for the whole process of real estate development. Every link, every process and every detail are very important. Such as market research, market analysis, market positioning, market image, market promotion.

The third is to shape differences. Differentiation can create competitive advantages. In the real estate planning process, differences should be shaped at different levels, such as architectural style, facade, wind design, light system design, apartment design, layout space design, functional design, intelligent design. , escape design and so on. In the process of shaping differences, we should weigh the considerations in terms of value enhancement, eye-catching, novelty and cost, because the purpose of the company is profit-oriented.

The fourth is integrated marketing. On the one hand, real estate enterprises should embody humanistic awareness in project development or operation, pay attention to corporate image, project image, employee image, product materials, marketing methods, etc. On the other hand, they should be good at integration, pricing method, opening price, price Strategies, payment methods, marketing themes, creative advertising, media delivery, delivery time, media selection, point of sale creation, and property management commitments should all be combined and integrated. Such as the introduction of combined appliances, combined kitchen; community integrated support, integration of internal and external resources and so on. In terms of communication, from speculation to speculative appreciation potential, from speculation to speculation and apartment type; from soft text to single leaf, from TV advertising to car body, broadcasting and outdoor advertising, etc., shaping in terms of lifestyle, lifestyle and other aspects Creative point. In terms of brand positioning, according to the consumption pattern and the actual situation of the real estate, find the corresponding target consumer groups, and at the same time be good at cultivating the sub-brands of the real estate. Of course, for the realization of real estate sales power, the output of brand concept alone cannot be achieved. The actual product and price are the key to realizing sales power. Therefore, we should export diversified product information, enhance the sense of value of real estate, and move more rational. The consumer group, injecting some new elements into the product, giving the product a fresher image, thus maintaining the brand's freshness.

In short, the future community will pay more attention to the products themselves: such as garden design, there is a large space for leisure activities; reasonable spacing, high utility rate, good lighting, air circulation; large building distance, open Space and vision; perfect community support, good property management, preferably closed management; convenient transportation and shopping, making the house a cultural house and a creative house. In the marketing spread: grasp the mentality of the target consumers, and strive to directly point to the people's minds, in the sales strategy, advertising strategy to do what they want, to promote their purchase, and according to the characteristics of the target consumer group, with the characteristics of the product, so that advertising investment Sex is stronger and more direct. On the one hand, it combines the use of soft texts, public relations and different forms of advertising, and innovates in the process of design and delivery. On the other hand, it effectively grasps the consumer psychology and behavior of the target consumer groups, pays attention to its consumption patterns, and thus carries out targeted implementation accordingly. Communication and promotion activities.