Model essay on real estate project planning scheme

Model essay on real estate project planning scheme (I) 1. Plan source

The Eastern Tourism Festival is just around the corner, and the whole city sells coastal life well.

On July 22nd, the "First Asian Children's Art Flower Festival and Guangdong Children's Art Festival" sponsored by the Department of Culture of XX Province and the XX District Government of XX City will be held soon. Under the gratifying background that "Oriental Tourism and Culture Festival" opens at the same time, the tourist season and home ownership climax of XX have arrived. With the opening of Vanke East Coast and Xinhai Galand, the oriental home life is constantly upgrading towards the new coastal fashion. Good news, such as quietly entering the job in the depths of the cloud, inspires people that XX needs publicity and XX needs a more fashionable sea breeze.

Second, the advantages of cooperation.

Xx weekly, pioneer fashion leads surfing in East Coast life.

On July 22nd, Global Fashion Life Information and White-collar Elite Reader ×× Weekly was officially launched. XX Weekly is the first weekly magazine published on full-color coated paper in XX city, which is issued simultaneously in Shenzhen and Dongguan and delivered directly. After the trial publication on July 8, it was well received by readers and inside and outside the industry. It proves that this unique brand-new media is well received by the market. XX Weekly delivers information for XX life with exquisite pictures, beautiful words and precise planning.

Third, media interaction.

×× Weekly interacts with Focus LCD TV to create the latest media model.

In order to fully convey the flavor of life along the eastern coast and more accurately target white-collar workers and gold-collar people to buy XX, XX Weekly joined hands with well-known national focus media organizations to open up LCD TV advertisements in elevators such as high-end office buildings, noble hotels and residences in XX and Dongguan. All customers who put full-page color advertisements with special pages in XX Weekly will also get the 5-second advertisements that are rolled and broadcast 48 times a week by Focus Media, which will have a wider communication effect and achieve twice the result with half the effort that other media cannot achieve.

Fourth, the way of reporting.

XX panoramic depiction of life, showing a three-dimensional picture for the East.

1, introduce a brief history of XX: summarize the mountains and seas of XX, and great changes have taken place in recent years.

2. Describe the eastern part of the tour: beautiful scenery everywhere, and home environment everywhere.

3. Write "Ode to a Mansion": Listen to the unparalleled voice of the sea and mountains.

4. Show mature collocation: record the story of fashion town.

5. The picture shows Oriental Hawaii: a community advertisement for a dynamic city.

Verb (abbreviation of verb) other cooperation

All-round interaction, XX Weekly looks forward to cooperation.

1. Interview the leaders of the Land and Resources Bureau and the trading center, and introduce the planning and development blueprint of XX.

2. Organize the free service of building inspection vehicles.

3. Give the boss and the general manager an exclusive interview article.

4. Ask intermediary companies and experts to talk about the multiple advantages of home ownership XX.

5. Other cooperation shall be negotiated separately.

Model essay on real estate project planning scheme (II) I. Analysis of XX property market

Personalized and visualized competition is becoming increasingly fierce, which will become the trend of real estate development in XX city. If a property project wants to achieve excellent sales performance, it must seize the opportunity, make full use of its own personality capital and powerful strength, and make itself a property with great personality and reputation and good public image.

Second, the nature of the project overview

Three. Advantages and disadvantages of project assets

Advantages:

Excellent geographical location and convenient transportation.

Superior geographical location: in the center of mature communities in North City; Hotels, restaurants, theaters, shopping malls, supermarkets and other community facilities can be reached within a few minutes' walk.

Convenient transportation: public transportation is convenient, and there are three bus lines passing through this case.

There are all kinds of leisure, entertainment and leisure facilities in this area.

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

Indoor facilities: sauna, gym, table tennis room, billiards room, Kara lounge.

Small apartment

Rooms, rooms, small apartments with an area of about square meters, and menu-style decoration are very attractive to the target buyers with successful careers, simple family structure and fashionable enjoyment.

Insufficient:

Environmental construction lacks attractive landscape.

The lack of attractive landscape in environmental construction is not conducive to arousing the interest of target buyers; It is not conducive to improving the visibility and reputation of gardens in the public, resulting in memory; At the same time, it is not conducive to satisfying the sense of honor of residents in this area. Modern housing should not only meet the living needs, but also meet the special psychological needs of residents.

Property management lacks special services.

Property management fails to provide special services according to the professional characteristics and actual needs of the target buyers (successful career and fashionable enjoyment), which makes the garden lack its due personality and attractiveness in service.

Fourth, the target buying group.

Middle-aged and elderly people aged between-years old, rich in economy, aware of investment or used to living in North City.

Family composition:-A middle-aged couple or a single middle-aged couple with one child.

Managers or small private owners who are between-and-years old, have a thriving career and a monthly income of more than RMB, and like to work in Beicheng.

Family composition:-A young and middle-aged couple or a single young and middle-aged couple with one child.

Five, the project property marketing obstacles and countermeasures

Obstruct:

It is difficult to sell units with poor orientation and no scenery and shady gardens.

The business situation of shops in this area is sluggish and the sales performance is not good.

Countermeasures:

Rename the units with poor orientation, shade and no scenery in the area as special units for speculation, and sell them as special units for a limited time. Promote sales through advertising hype, the gap between the overall image and the price, and the appreciation of gifts.

There are two reasons for the sluggish business and poor sales performance of shops.

One is the lack of popularity in this area, and the other is that the garden is too close to the shopping center.

Therefore, there are two countermeasures:

1, detonating residential sales, bringing popularity to prosperous areas and promoting the operation and sales of shops;

2, according to the residents' professional characteristics, age structure, psychological characteristics, pursuit preferences and actual needs to carry out characteristic management. For example: high-taste lounge, coffee shop, etc.

Sixth, the image positioning

According to the characteristics of the property project itself and the special identity, social status and life stage of the target buyers, we position the property project as an extraordinary residence that highlights the highest level of life and enjoys a perfect life.

Theme slogan:

Wonderful life, extraordinary enjoyment

This garden offers more than just a satisfactory house. ...

Brilliant life

Most of the target buyers in the park are young and middle-aged bosses and managers with successful careers, or middle-aged and elderly people with fixed assets investment. Therefore, their lives are different and brilliant.

Model essay on real estate project planning scheme (3) 1. Project introduction:

Phoenix Project is located in the southeast of XX real estate market and south of XX Road. Three roads, namely XX Road, XX Road (under construction) and XX Road, separate the community from the surrounding commodity world and famous building materials market.

Phoenix's existing property forms are composed of townhouses, ordinary existing houses and small apartments under construction. The market positioning of the first-phase townhouse is wrong, and there are sales obstacles. In the first phase, six multi-storey buildings (5#, 7#, 9#,1#, 13# and 15#) learned the lessons of villas, entered the market at ultra-low prices, and successfully achieved sales, but failed to realize the expected profits of developers and failed to establish middle and high-grade properties.

At present, there are still 37 existing houses and quasi-existing houses in the first phase of multi-storey buildings, with sales of 8.5 million yuan. Among them, there are 23 sets of three bedrooms and two halls159.7m2, mainly on the fifth and sixth floors; 7 sets of three bedrooms and two halls127m2; The sales amount of these two rooms accounts for 90.4% of the balance of the first phase.

The total sales amount of small-sized houses in the second phase is estimated to be 28 million yuan, and the street shops170,000 yuan, totaling 45 million yuan. The pre-sale permit is expected to be issued at the end of May, XX.

It can be seen that at present, the saleable resources in Phoenix are composed of three different properties: small huxing with faster delivery, large huxing with existing houses and shops. Among them, the second-phase small apartment accounts for 52% of the total saleable volume, the first-phase large apartment accounts for 16%, and the second-phase street shops account for 32%. How to solve the obstacle of too scattered marketable resources is one of the main challenges we face.

Second, the market overview and basic competition pattern:

A, southeast plate and XX road business circle.

The southeast plate of XX real estate market is mainly composed of three parts: along XX Road, along the southern section of XX Road, and along XX Road and XX National Road.

XX Road is mainly composed of middle and high-grade buildings such as Jianye, Xie Ying, Lily Garden and Oriental Pearl. Under the support of XX Road Business Circle, it has become a clear and noble residential area. Phoenix is located in this area. Almost separated from the British Association and Jianye. However, in the process of trading, Phoenix did not distinguish the brands of business environment and living environment, and used them. Only by intervening in the competition with the brand connotation of low price, it not only failed to gain the natural location price advantage, but also created brand obstacles for the second and third phases.

At present, the competition along the south section of XX Road is very fierce, mainly composed of buildings such as Dongming Garden and Jiayi Garden.

East XX Road and National XX Road are the highlights of the property market since XX, and a number of medium-priced large-scale real estates such as Baojing, Golden Harbor, Sydney Sunshine and Yanguiyuan. Among them, Yanguiyuan is a well-defined competitive property with small apartment in Phoenix Phase II, and almost all other properties have obvious competitive relationship with existing houses in Phoenix Phase I 159 and 127 square meters.

B. Overview of small apartment market.

Since the Fashion Party intervened in Zhengzhou property market at the end of XX, this property form of small apartment has developed rapidly. Especially at the beginning of XX, easy-go hit the market with sales exceeding 1.900 sets, forming a "market black hole" for small-sized apartments, completely breaking the competitive pattern of the market and realizing the transformation of small-sized apartments from oversupply to oversupply. In April this year, the sales of small-sized houses fell sharply for the first time.

Yanguiyuan, located in the east section of Freight Station Street, was developed by Huangsheng Real Estate Company. The first phase of development has been successfully realized, and the first batch of demanders in the small apartment market have been harvested under the condition of little competition. Now the second phase of Yangui is in the subscription stage. Yan Guiyuan intervened in the small apartment market in advance, and realized that the main markets for small apartments are two-bedroom apartments of 60-80 square meters and three-bedroom and two-bedroom apartments of 100 square meters. This is completely consistent with our market survey results. This is the type of apartment developed in Yangui Phase II (75 square meters for two bedrooms and two halls, and 95 square meters for three bedrooms and two halls). It can be said that we have no advantage compared with Yan Guiyuan's apartment.