It’s better to find neighbors than to gather them together: the secret behind the daily sales of 18 villa projects

The term "circle marketing" is actually nothing new, but it is really surprising that real estate is also like this. For example, if a villa project sells 18 units a day, is it incredible?

A villa project sold 18 units in one day, 10 of which were bought by good friends

“A villa project in Xishan sold 18 units in one day, 10 of which were bought by a group of acquaintances. ", "In our project in Hainan, the name of a building is named after a small city, because it was taken over by customers from this small town", "Dali has been occupied by Beijingers, 40% of the new house buyers They are all from Beijing"...

You think this is just a "group purchase" to buy a house, no no no! This problem has now been raised to the level of "circle marketing" and "community economy". Yes, buying houses together and living in close proximity has become a new normal in real estate. The developers have undoubtedly grasped this sudden new change and put a lot of effort into their marketing methods. For example, major projects such as the well-known real estate Aranya, Evergrande Flower Island, and Country Garden are all beneficiaries of community and circle housing purchases.

Relevant experts believe that the circle behavior driven by the community economy will play a good role in the destocking and marketing methods of the real estate industry. However, circle marketing is first based on trust, and even the realm of "even if someone proposes to buy a container for living, others will follow and invest without hesitation."

What strategies have developers prepared for “circle marketing”?

According to experts, "circle marketing" is not an invention of the real estate industry. In fact, it has already appeared in luxury marketing and is a natural marketing rule for many luxury brands. The same principle can be proven in real estate marketing. Therefore, in real estate marketing, circle marketing is more linked to the value elements of luxury and fashionable projects, rather than to youth trends and product cost-effectiveness.

For example, Shenzhen Vanke Tianqin Bay, each set is worth more than 80 million yuan, and there are only dozens of sets of products in one market. Not long ago, Tianqin Bay and Bentley jointly held a new car launch conference for Bentley sports models. Hundreds of Bentley owners across the country participated in the event. Although the number of people seemed to be small, the developer positioned the project as "Bentley in luxury homes", which is completely in line with the event. When Bentley owners stay consistent, the results will naturally show.

There is also a certain luxury house in Shenzhen that uses product attributes to position the "CEO's official residence" to give a conceptual definition to this "circle". CEOs of some companies communicate with each other through this kind of circle activities. It is a very meaningful attempt for both developers and CEOs.

It is not difficult to find that circle marketing originated from luxury goods and is mostly used in luxury homes. However, there are also achievements in the circle of hard-to-need products. Country Garden is undoubtedly the leader in circle marketing of hard-to-need products. Most of their success in third- and fourth-tier cities across the country comes from this.

The case is Country Garden’s Ten Miles of Silver Beach, which combines specific groups determined by the project circle, such as bank VIPs, car clubs, local chambers of commerce, and high-end customers of China Mobile. Utilizing the resources of Shili Silver Beach Hotel and the project's own entertainment platform to share with them, we integrated resources and conducted multiple social activities, which had a significant effect on driving sales.

Why do you need to look at the neighbors when buying a house?

For most people who just need to buy a house, it is already very good to be able to spend money to buy a suite, not to mention that they have to look at the apartment type, choose the floor, the location and the supporting facilities. It is already brain-burning, so why still? Want to see who the neighbors are? In fact, this is not the case. Good neighbors can save you a lot of troubles.

The most profound thing is that if the quality of the neighbors in the community is not high, there will be loud noises upstairs, renovations in the middle of the night, couples quarreling every day, garbage piles downstairs, and parking spaces being occupied. Happens often. If you have been busy all day and have to deal with these annoying things when you return to the community, your quality of life will be greatly compromised.

Of course, I am not discriminating against anyone by saying this. I just suggest that home buyers try to consider as much as possible when buying a house. They should not only examine the supporting facilities of the building, the surrounding environment, but also pay attention to the cultural environment of the community. This will improve the quality of living, create harmonious neighborhood relationships, and promote the long-term development of families.

So, for home buyers who have certain improvement needs, it is of course better to find neighbors than to gather neighbors.

If good neighbors you can talk to can form a group to buy a house together, not only will they live comfortably in the future, they may even have a baby date, and they can also create a good marriage in the future. Why not?

How do you know what your future neighbors will be like when viewing a house?

So, how to choose good neighbors? This question is a bit difficult, but we can put it in another way. For example, how to find a community with a good atmosphere? Generally speaking, the overall quality of improvement projects developed by big brand real estate companies is better.

In addition, properties in high-end business districts will also attract high-end people. Therefore, when buyers choose properties, the area where the community is located and the positioning of the community itself are very worthy of reference.

(The above answers were published on 2016-03-24, please refer to the actual relevant current home purchase policies)

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