Villa sales plan?

Full marketing planning content for real estate projects

[Pre-project planning]

1. Market research and trend analysis and forecast

□ Macro , Micro market trend analysis

□ Latest real estate market analysis

2. Preliminary product and market positioning feasibility study

□ Product positioning analysis

□ Market positioning potential analysis

□ Market positioning risk analysis

□ Feasibility evaluation of market positioning

□ Project market positioning

3. Brand strategic planning

□ Suggestions on name determination and promotion name

□ Determination of real estate style

□ Suggestions on construction materials

□ Excavation and refinement of project selling points

□ Community environment creation—spatial environment, ecological environment, visual environment, humanistic environment, intelligent environment

□ Key points of community landscape design ( Environmental planning)

□ Elevator settings

□ Parking garage design points, parking space ratio and arrangement

□ Clubhouse functional content division and concept refinement

□ Decoration standards

□ Community service project configuration suggestions

□ Property management service project suggestions

[Project marketing planning]

□ Phase division of project marketing

□ Suggestions on tactical deployment and promotional techniques for phased launch of the project

□ Suggestions on entry points for market attack (timing of market entry)

□ Price strategy formulation

□ Price system and payment method principles

□ On-site packaging points

□ Store packaging points

□ Key points for store promotion

□ Exhibition hosting plan

□ Formulate export plan

□ Formulate CS system (customer satisfaction system)

□ AIDAS principle (planning of staged promotional activities)

□ Model production guidance

□ Collect market feedback information and adjust marketing plans in a timely manner

□ Distribution network auxiliary measures

□ News promotion plan (soft articles and subject matter hype)

□ Public relations promotion plan (possibility of purchasing by government agencies and groups)

[Advertising, publicity , promotion design]

(1) Brand identification

1. Basic system design - logo (LOGO) standard

1) Display system design

□ Site image design

□ Construction site wall display design

□ Construction site street signs, building signs, project progress signs

□ Sales image Display

□ Sales office appearance display guidance

□ Sales office internal image positioning guidance

□ Sales office design suggestions

□ Model house image positioning and effect suggestions

□ Creative suggestions for sales office display boards and insurance

□ Appearance design of the viewing vehicle

□ Sales staff clothing Design, security clothing suggestions

2) Display system design

□ Sales brochure, foldout

□ Sales contract and related document formats

□ Price list, payment method single-page design

□ Work permit (card), sales staff business card

□ Office supplies

3) Advertisement Category specifications

□ Newspaper advertising standard format

□ TV advertising standard format

□ Handbag

4) Sales guide system

□ Model house guide board

□ POO color

Flag-style hanging flag design

□ Various signs

□ Outdoor billboards

5) Community image system

□ Guide system

□ Public *** guidance system design

□ Public *** information display design

□ Clubhouse guidance system design

□ Image system design of various supporting facilities

□ Clothing design of property management personnel

(2) Advertising campaign

□ Advertising appeal goals

□ Advertising appeal concept

□ Advertising theme and slogan

□ Advertising content and expression techniques

□ Creative planning

□ Unified publicity Caliber formulation

□ Overall atmosphere concept tips

□ Media plan

□ Creative extension

□ Newspaper advertising plan

□ TV advertising creative plan review suggestions

(3) Overall marketing expense budget and cost control strategy

[Sales stage work]

□ Sales staff Arrangement and training

□ Sales personnel’s entry and sales implementation

□ Planning of on-site viewing groups

□ Customer area, age, occupation, etc. Level analysis

□ Compilation, registration, collection and summary analysis of customer information feedback forms

□ Tracking of advertising effectiveness

□ Investigation of reasons for abandoning customers

□ Pre-sales and after-sales service content

□ Regular sales summary and strategy adjustment

□ Series of promotional activities

□ Post-sales closing Work

Experience article: /web/fdcch/5.htm

Real estate project marketing planning and actual operation process

1. Marketing is the eternal theme of market economy

What real estate marketing shows in the planned economy is only institutional welfare distribution. In a sense, the planned economy is a controlled economy, a shortage economy, or a warehouse economy, with buyers flying all over the place. The market economy is a free economy, a surplus economy or a sales economy or a salesman economy.

Under the conditions of market economy, how to produce is already a headache. The most elusive, thrilling and helpless thing is from commodities to currency. Here, marketing is the most essential business activity of an enterprise.

Studying general commodities to money is no longer an easy topic. It will be even more difficult to study the special commodity of huge, immovable, and very durable houses.

In the competition of the market economy, all our labor and all our efforts must be finally tested by the market, and its own value must ultimately be recognized through sales.

So, marketing is an eternal theme, determined by the purpose of social production and the objective requirements for the survival and development of enterprises.

From commodities to currency is not only the completion of a production and operation process, but also the beginning of a new, more lively and value-added production and operation process. Otherwise, you will suffocate, go bankrupt, and become a beggar.

In a sense, corporate marketing is not equal to sales and promotion. It is first of all highly intelligent planning based on a deep understanding of the market. It is included in the entire process of enterprise production, development and operation, and consists of market research, plan formulation and overall architectural design, price positioning, advertising intermediary services, after-sales service and information feedback.

If we cannot correctly understand that marketing is the most essential function of an enterprise, and we only organize sales when it is time to sell our products, then it will be difficult for your building to meet market demand. This kind of production and development Blindness will inevitably lead to aimless sales and put the company into a passive situation.

Therefore, marketing does not start from the time of selling products, but from the time of development and design. It is not just a matter for sales organizations and sales personnel, but a major matter that company decision-makers and even all employees should pay attention to. . From the perspective of real estate developers, the first thing is the correct grasp and operation of the marketing concept by the chairman and general manager.

While we understand and grasp the concept of marketing, we must also have a deep understanding of concepts such as market, competition, and customers.

The so-called market can be called demand, or effective demand. With the intervention of financial institutions, the scale of effective demand has increased and extended several times or even more than ten times. The market is composed of actual customer needs and potential needs. The satisfaction of this demand can be achieved in a variety of ways and by multiple marketing entities. There are market opportunities and market risks here. Due to the optionality of multiple methods and the supply of multiple entities, there is great uncertainty for the company and its properties. This absolute demand for the real estate market and the relative nature (uncertainty) of the company's housing products are the biggest difficulties in marketing work. To overcome difficulties or find a way out, developers can only fully cater to the market and customers, not the other way around. This kind of adaptation does not start with finished or semi-finished buildings, but starts with land acquisition and project establishment. When it comes to entering the market, there is little variability to avoid "dark rooms" and "dead spots" in marketing.

The goal of marketing work is to transform this relative, universal, and uncertain demand into absolute, specific (specific) demand.

It can be summarized as:

As a modern enterprise employee, to meet and accept challenges is to love life and love life. The mentality of a successful entrepreneur is always: I want to get the biggest cake, and the flowers must belong to me.

Market demand comes from customers, and the objects of competition are also customers. Therefore, real estate marketing must study customers.

Theoretically speaking, customers are both customers and future owners. The result of marketing operations is the process of changing the position of host and guest. That is, from buyer to owner. This transformation has enabled us to realize profits, realize capital recovery and value-added, and at the same time, create a brand and occupy the market. In this sense, the customer is God and the customer is everything.

Japanese entrepreneur Yoshiaki Tsutsumi, who has been listed as the world's richest man in Forbes magazine eight times, told about his grandfather's accident: a beggar came to buy buns, and he personally collected the money and gave the buns himself. Others asked him why he didn't personally serve so many old customers who often visit our store? He said that it is normal for most people with normal financial means to buy steamed buns. It is extremely difficult for a beggar to save money to buy steamed buns. Therefore, I want to serve personally. So, why not give it to him? He said that he was originally a beggar, but today he is a customer. What he needs is not just a few buns, but also the dignity of being a customer. If he does not accept the money, he will be humiliated. he. He finally said a wise saying, "Everything we have is given by our customers."

2. Planning and operation of real estate public sale

1. Positioning

Before the public sale of real estate, you must be fully prepared and carry out careful planning. , Don’t fight the battle of uncertainty, don’t rush into battle, adopt a simple and extensive marketing mentality, and you must be very sure. Because before the real estate is put on sale, the public does not know much about it. Careful preparation means that it has the opportunity to seize market share. If the preparation is not sufficient, it will directly affect the sales of the real estate, which also means that Push market share into the arms of others. We must have an accurate grasp of the meaning of sales.

How to prepare carefully? Before the public sale of a property, you should pay attention to the following issues: First, how to select the target group in the market where the property is put, that is, what kind of people will buy this building. Marketing positioning and the choice of the consumer class are inseparable from the regional economic environment, consumers' living habits, cultural level, etc.; secondly, the function and population distribution of the block where the building is located; thirdly, what type of function the building belongs to , grade. Only by clarifying these prerequisites can we grasp the positioning.

Positioning is divided into the following contents:

1) Market positioning. The so-called market positioning refers to how to strive for the demand of real estate for consumer groups. On this basis, all promotion methods are centered around this consumer group, otherwise they will be irrelevant. For example: Panyu Lijiang Garden, a large-scale real estate, used its attractive hardware when planning the sales of the real estate. It was not only based on Panyu's local digestion, but also looked at Guangzhou's urban area. The pricing was also attractive to people, and the result was successful. That is, 60% of the buyers are from Guangzhou city, 30% from outside, and 10% from Panyu. Among them, investors such as second home buyers and leisure buyers are included.

2) Function positioning. The so-called functionality generally involves more office buildings, shops, hotels, and apartments. As official and business activities become more and more modern, users require not only an office space, but also modern office facilities, business activities, and development potential of commercial buildings. requested. Therefore, when selling properties such as office buildings and apartments, function plays an increasingly important role. Internationally, office buildings are divided into 3A, 5A, smart buildings, etc., which have become important selling points of office buildings. Each country has its own different standards. Generally speaking, 5A refers to communication, management, office, fire protection, and security automation. If the office building is not fully functional, it will be difficult to launch the market. When the Beijing Jingrui Building and Guangzhou Zhongfang Building developed by China Real Estate Group were sold in Hong Kong and China, they emphasized the 5A grade. At that time, foreign businessmen were surprised that there were also 5A grade office buildings in mainland China. As consumers become increasingly mature, they also have higher requirements for housing. A residence must not only meet the basic functions of living and resting for consumers, but also has a beautiful appearance, complete supporting facilities, reasonable indoor layout, convenient and comfortable living, a large residential area, and good lighting, which is attractive to consumers and is also attractive to consumers. Provide conditions for developing intelligence.

3) Exclusive positioning. The current market situation of shops is that supply exceeds demand, and small vendors cannot form a large scale. Shopping mall developments have introduced operating positioning, that is, the property is first set as a center for clothing, shoes, computers, communication equipment, etc., and the developer designs the business direction, and then Cutting it up and selling it eliminates the worries of customers who don’t know what to do after buying it, or who want to do some kind of business but suffer from the lack of a big environment. Since it can meet the requirements of some customers and create an overall business atmosphere, it can attract more buyers.

4) Symbolic positioning. Due to different consumption levels and natural selection of value orientations, many properties have invisibly formed noble residential areas, "aristocratic" residential areas, ordinary residential areas, etc. Real estate developers can use the method of forming property grades to give certain identity characteristics - symbolic positioning - to the classes living in the community. For example, Mid-Levels in Hong Kong, Jincheng, Ming Ya Yuan, Baiyun Castle, and Country Garden in Guangzhou, Longyuan Villa in Beijing, and Beverly Hills in the United States are all the result of this kind of natural selection. They are also the symbolic groups created by developers. , to achieve a sense of belonging, honor and pride through purchase and residence.

2. Price setting

The sales of a building or community are often within a period or across years. The consumer market is unpredictable, and building pricing that can be accepted by the market requires a certain amount of forward awareness and scientific prediction. It can be said that pricing is part art and part science. There are many factors that affect the price, mainly including: cost, quality of the property, price affordable by customers, competitive factors of similar buildings, etc. The variable cost of a product is the lower limit of pricing and the upper limit is the price that customers are willing to pay. Consumers in the market always want to get the highest value at a moderate price, so price and value should not be confused. After pricing, appropriate adjustments can be made during operation, but large or negative adjustments cannot be made, otherwise it will have very bad effects. In terms of pricing, there are several main methods: 1. Analogy method: The property being promoted should be clear about whether it is upper, middle or lower among similar properties. 2. Cost method: The comprehensive cost of the property, including taxes, promotion fees, etc., and the range of profit expectations, whether it is small profit but quick turnover or high price and high profit, should be determined according to the developer itself and market conditions. 3. Appraisal method: A professional real estate appraiser will conduct a comprehensive evaluation of the property and then make a price.

No matter which one you choose, you should follow the market trends to maximize your market share. After clarifying the method, the specific implementation strategies include low price, high price, internal price, fixed price, preferential price and other strategies. Adopting a low-price strategy: It is easier to enter the market, easier to enter, and can start the market faster. Adopt a high-price strategy: In order to flaunt the property's excellence, status symbol, complete functions, excellent environment, etc., high prices can be used to attract high-end consumers into the market, but it should not be blindly asking for high prices, but should be value for money. This method is risky.

3. Pricing ratio

Generally speaking, a standard floor is set first. High-rise floors are generally set at 1/2 height, and multi-floor floors are generally 3-4 floors (below 9 floors). For the best. Then determine a floor coefficient. The increase rate for each floor above the standard floor is generally 0.8%, and the price for each floor below the standard floor is reduced by 0.5%. In high-rise buildings, floors below the 7th floor are generally low-priced areas due to their limited view. The price difference between the top floor and the low floor is generally about 30%.

Users' choice to buy a house is not only affected by the floor, but also the scenery and views from the two main areas where the house is located, such as street view, river view, road, etc., are also one of the factors that affect the property price, that is, the orientation coefficient. Generally speaking, river views, street views, etc. give people visual enjoyment, and the orientation coefficient is large, about 8-10%. However, the roadside is noisy and dusty, and the orientation coefficient is also low, about 3-5%. Between the south and north orientations of a property, if there is no difference in views, the south side is generally sold for higher prices than the north side. In some real estates, due to the unreasonable orientation coefficient, all the good floors and good orientations are sold out, and the rest are not easy to sell, making the real estate unsaleable.

As for the pricing of shops, since most customers are accustomed to shopping on the first floor, the pricing of shops on the first floor is generally three guarantees or more than the average residential price. The price per square meter of a parking space is generally equivalent to 50% of the price of a residence.

4. Concept planning and guidance

In a sense, buying a property is first about buying a concept, which is an issue that people pay more and more attention to in their lives. The results would be completely different if the developer were to influence consumer perceptions in an inimitable way, creating a huge gap—a gap in perceived attractiveness—between its brand and its competitors. Therefore, we need to let consumers "learn" what they want. Competition in meeting consumer needs is not so important. What is more important is competition in how to guide and influence market perceptions, preferences and decisions. Before launching the property, the developer first establishes a concept for the property and creates a brand image to attract consumers and win popular support. Then, the developer adds the finishing touch and grandly launches the property, thereby creating a sensational effect and seizing the market. This will prevent real estate sales from becoming mediocre and general.

5. Sales strategy

Selling real estate can be easy first and then difficult, or it can be difficult first and then easy, conduct test sales first, and make some appropriate adjustments based on the test sales. Adjustment, and finally full rollout. A successful real estate sales should reach more than 85% to ensure a gross profit of more than 20%. One issue worth noting is that when the market is booming, prices cannot be raised blindly, otherwise it will cause the market to collapse. It should be launched but not launched, or it should be ready to launch, invest heavily in one launch and not be able to take it back, "catch them all at once", seize the sales climax, go all out in one go, and cannot hesitate to sell.

6. Sales organization and implementation

Real estate sales must be professionally coordinated and combine the own team with intermediary companies in a complementary model. The intermediary company has a network of domestic and foreign customers and has unique skills in negotiation and sales skills, which should be put to my use. However, developers who have been engaged in real estate development for a long time must also establish a professional team with high-level marketing strategies and tactics. Therefore, it is very important to cultivate and enhance the professionalism of sales staff. An excellent salesman not only sells products, but also sells personality, taste, and aesthetic value. If he does not establish a good relationship with customers and only sells products, it is impossible to sell successfully. This is the cultivation of a professional consciousness, because any sales will have differences in sales due to the salesperson's understanding and emotional dissolution of the real estate.

This is also the basic quality that a qualified salesman should possess first. Salesmen are a very critical link in the entire chain of the market economy.

3. Planning and operation of large-scale transactions

The author has presided over a number of large-scale real estate transactions, including 110,000 square meters of Guangzhou Tianlun Garden (renamed Southern International Building), 71,000 square meters The transfer of projects such as Guangzhou Zhongfang Building (contract price 1.08 billion yuan) and Beijing Jingrui Building (total construction area of ??81,000 square meters, 738 million yuan). There are also sales of projects such as Guangzhou Banshan Garden (a high-end residential area of ??150,000 square meters) and Cinema Garden (total construction area of ??51,000 square meters, with a value of 199 million yuan).

1. The content and significance of large-scale real estate transactions. Real estate developers can transfer the entire property they own or build at once, which is a once and for all important thing for resolving market risks in business operations, alleviating insufficient funds, realizing expected returns, and reducing sales costs. You must seize the opportunity and make decisive and correct decisions to make the transaction successful. The significance of this is self-evident.

2. Bid. The difficulty with bidding knowledge in bulk transactions is that it is irremediable. Retailers do not have this worry. Therefore, you should pay attention to several bidding forms:

1) Direct bidding. The price is clearly stated and there is little room for maneuver. This is a common transaction method when real estate is in a seller's market.

2) Indirect bidding. A tentative quotation is made first, leaving room for transaction, and finally both parties negotiate and make concessions to complete the transaction.

3) Transparent bidding (glass price). Make it easy for the other party to figure out your operating costs and make a deal with you through comparison.

4) Hidden price. The other party does not know your business situation, so it is based on its own purchasing purpose. This transaction method is generally used in transactions.

It should be pointed out that the fallback value between the asking price and the transaction price is generally between 8-12%, which is relatively normal. On the contrary, the false value part of the asking price is too high, which may lead to failure from the beginning.

3. Negotiation stages and teams. Negotiating large-scale transactions takes a long time, and the general process takes a year and a half. It is roughly divided into the following stages: ① Matching and intention stage. ② Offer and credibility investigation, project and company evaluation audit. ③Exchange legal documents and credit certificates, and recent bank deposit balances. ④Draft the contract text and accompanying documents. ⑤ Initial or formal signature. ⑥ Setting of execution and restriction mechanisms (legal person status, water, electricity control), 5% deposit, and 15-30% down payment.

The negotiation team is mainly composed of leaders, public relations personnel, accountants and lawyers who are responsible for operations and have considerable authorization.

4. Transfer method. Whole-plate pricing transfer, item-by-item pricing transfer, repurchase first and then transfer, partial equity transfer, full equity transfer (selling company, legal person status).

5. Risks and prevention. Due to the long time span of executing the contract and the long construction period, during the period, the price fluctuations of building materials and equipment, import tariffs, policy factors, and changes in financial exchange rates (such as the Japanese Mitsubishi Group's acquisition of the Rockefeller Building in the United States cost 1.5 billion U.S. dollars, resulting in losses due to exchange rate changes and other factors 800 million), etc., if there is no certain foresight, it is very likely that the expected profits will disappear and losses will occur. Therefore, contract and financial risks and changes in cost sensitivity must be predicted and guarded against to ensure the safe realization of expected profits.

Considering to reasonably reduce the tax burden, whenever possible, try to adopt the form of share conversion. Since the conversion payment is related to the company's equity in the registered capital, it cannot exceed too much. The rest can be achieved through general contracting to achieve benefits

Hope it will be helpful to you