Seek real estate marketing plan

catalogue

I. Purpose of the event

Second, the time and place of the activity.

Third, the theme of the event

Four. Activity content

Verb (abbreviation of verb) activity agenda arrangement

Sixth, the promotion strategy.

Seven, display materials and on-site packaging

Nine. field activity

X. Other work

Activity purpose

Integrate pre-brand promotion resources to create a sensational effect of the official opening of "XXX";

Make full use of the popularity of store selection activities to set off the atmosphere and achieve a breakthrough in sales performance;

All-round news hype to expand social visibility

This project is planned to be put on sale in February, 2065438 10. In order to attract more customers to the sales department on the opening day, standardize the whole sales process, and formulate the relevant activity plan on the opening day, which can effectively improve the on-site transaction rate on the opening day and lay the foundation for the opening sales.

Time and place of activity

20 10 February 1 9: 30 —— 12: 30

Opening ceremony and lottery ceremony: stage outside the sales department

Shop choice: in the sales department

activity theme

Wealth "money eye" is just around the corner, and Wangpu Open Day-XXX is grandly opened!

Activity content

opening ceremony

(1) Song and Dance Performance (2) Leadership Speech (3) Ribbon Cutting (4) Lion Dance and Firecrackers.

Customer's house selection

Lucky draw for all customers who have completed the transaction.

Internet, TV and news hype

Activity schedule

Opening ceremony (9: 30- 10: 00)

(1)9:00-9:30, the personnel and materials are ready, and the music begins.

(2)9:30- 12:30 song and dance performance.

(3) From 9: 30 to 9: 35, the host announced the start of the ceremony and introduced the leaders.

(4) From 9: 35 to 9: 45, the leader of the developer spoke.

(5) At 9: 45-10: 00, the ribbon-cutting ceremony began, with wonderful lion dance, salute and music.

Shop selection and lucky draw (10: 00— 12: 30)

(1)10: 00-12: 30 song and dance performance, the host sings the number, and the customers change the sign to choose the store according to the specified sequence number.

(3) 10: 00— 12: 30: customers give gifts.

(2) 12: 30 clinch a customer's lucky draw.

Promotion strategy (to ensure the popularity gathering on the opening day)

(1) store purchase discount

Customers who clinch a deal within three days of opening will enjoy a one-time discount of 98% on house purchase and a discount of 99% on mortgage.

(2) Shop purchase lottery

All customers who signed the New Deal can participate in the lucky draw on the opening day.

Grand prize: quantity 1 first prize: quantity 2.

Second prize: 5 in number; Third prize: quantity 8.

Gift: determined according to the number of houses purchased (available to all buyers)

(3) Specialty shops

On the opening day, a set of specialty shops will be launched to provide customers with choices. The specific implementation content is attached.

(4) Prepare some small customer interactive prizes for song and dance performances: 10 yuan, with a number of 50.

Display materials

Publicity materials: leaflets, leaflets, newspapers and floor plans are placed on the customer's seat;

Lottery prizes: prizes are placed in a conspicuous position on the stage (only the finale is eligible to draw);

Water brand publicity: Water brand is placed outside the sales department.

Field packaging

Stage: background mural, prize display, music.

Outside the sales department: an arch stands at the door, floating in the air; Put flower baskets, red carpets and tents; Customer check-in area, waiting area, rest area,

Inside the sales department: customer selection area, contract signing area, cashier room and sales control panel.

field activity

Shop selection process: customers sign in-wait in line-enter for sign-changing, shop selection-payment signing-shop purchase and transaction-lottery.

Media plan:

Arrangements for participating units and personnel:

Material cost: first, material cost: customers have the opportunity to get prizes and small stage gifts;

Second, the scene: the live stage performance on the same day, the material fee on the opening day;

Third, publicity: advertisements, banners and unexpected expenses;

Other jobs

See Annex I for details of the implementation of opening activities;

See Annex II for the arrangement of personnel division;

See Annex III for the schematic layout of the site, Annex IV for the effect drawing of the stage background wall, and Annex V for the design scheme such as water sign.

See Annex 6 for lottery tickets (including lottery rules), copies of redemption vouchers and design scheme;

See Annex 7 for the stage performance plan;

The on-site (on-site) sound of the business department is provided by the business department;

Provide water and stools for customers queuing for shopping;

The activity meal fee is provided by the developer;

All employees must treat their work strictly. If there is slack, once found, reserve the punishment decision;

The mobile phone of the activity group staff must be turned on 24 hours to ensure smooth communication. If communication failure causes mistakes, economic losses or negative effects, the company will seriously investigate the responsibilities of relevant staff.

20 10 February 13

Annex I: (XXX Opening Details)

Details of the opening of cities in Taiwan Province Province

(A) housing selection matters

1. Eligibility for choosing a house: customers who come to the sales department before February 1 and 20 10 can choose a shop: they can change the sign with the reservation number, and it will be the turn of non-reserved customers to choose a shop after choosing a shop.

2. Open the process:

At 9: 00, the live music begins, and the prizes in the shop lottery are placed in conspicuous positions outside the sales department and beside the stage, and the prizes are marked with red paper, so that the audience can see clearly the placement positions of various prizes.

The preparatory work is completed at 9: 30, and all personnel must be in place. On-site staff arranged for customers to wait at designated locations, and property consultants distributed drinking water and shop information to customers to answer some customers' questions. Make an appointment for customers to enter the sales department and change the name of the store according to the staff call list (customer reservation list); Non-reserved customers can only enter the sales department to choose a shop after all reserved customers change their names, that is, open a shop to choose a shop.

At 9: 30, the opening ceremony was announced: the leader of the developer delivered a speech.

At 9: 45, the lion dance picked green and the salute sounded. After the lion dance, the staff fired a salute; Lion dance enters the sales department to perform after picking green, extending the warm atmosphere to the sales department.

At 9: 55, the host announced the purchase rules of specialty shops, and announced the quantity, price and area of specialty shops.

10: 00 customers who choose to buy special stores.

10: 30, the moderator introduced the process of signing, modifying and paving. After the host introduced the house selection process, the staff called the number, and the customers entered the sales department in the order of calling the number, and the rest of the customers continued to wait for the shop selection outside the sales department.

10: 30, the property consultant receives the customers selected by the sales department in turn.

(Note: Every time four customers enter the sales department to choose a store, they will be grouped into one group, and the time for each group to choose a house should be controlled within ten minutes as far as possible. Shop selection and transaction are subject to signing subscription book and collecting deposit; If different customers in the same group choose the same store number, the customer with the first reservation sequence number is preferred, and the store number cannot be changed once it is selected. After the customer selected a certain unit and signed the deposit and subscription book, the sales control specialist immediately put a red sign on the sales control board in the housing selection area, and the console announced with a microphone: Congratulations to Mr./Ms. XX on becoming the owner of our store. )

10: 00-12: 30 stage performance;

Lucky draw, 12: 30, lucky draw.

Lucky draw qualification: customers who clinch a deal within the specified time on the same day.

Lottery form: put the table tennis with prizes written on it into the designated lottery box, and the customer will take the lottery ticket to the stage to draw the lottery himself, and the staff will award the prize for it.

3, choose the store operation process

1.Group A property consultants obtain the information (prepare the subscription book and receive the corresponding customers according to the reservation number), receive the customers waiting in line to change their visas in turn at the sales department entrance, and guide them into the sales control area. Group B property consultants wait for the next group of customers at the door after preparing the information;

2. In principle, the customer will change the reservation book according to the store number on the reservation book. However, if the customer requests to change the store number on site, he can provide a vacant store number for the customer to choose from. After the customer chooses the shop number, he will lead the customer to sign the subscription agreement and pay the money. After confirming the customer's payment, he will guide the customer to sign the subscription. After signing, the sales control specialist will mark his room number and announce the cancellation of control.

3. After completing the visa change, the group A real estate consultant will guide the customer to the rest area and give it to the waiter in this area for reception. At the same time, Group B property consultants will receive the next group of customers, while Group A will return to the entrance to prepare for the next group of customers after finishing the information. (As long as the customers in Group A leave the signing desk, Group B can guide the next group into the sales control area. )

(II) Site layout of the event

External layout of sales department:

Sales department banner content: XXX grand opening!

Vertical content of business department: 1, warmly celebrate the grand opening of XXX2 in February 1!

2. Shop King-70 years of property rights, 1+ 1 area, Chaoyang Square is scarce and prosperous.

3. The pulse of business-a pulse of business inheritance, the last drill shop in Chaoyang Square.

4, Wangpu-grab the tide and win.

5. Yan Qian themed multifunctional commercial real estate "XXX" theme pavilion.

6. Pitcher-international business model, top investment value "thousands of merchants gather" world wealth.

The process of house selection and various notices are made into X booths, water signs, arches, flower baskets, floating in the air, tents, carpets,

Internal layout of sales department

Sales area: The lobby is divided into store selection area, cashier area and bill signing area. Some ribbons, stools, coffee tables and property profiles are also arranged.

Housing selection area: located on the right side of the sales department.

Cash register: In the sales department.

Signing area: located in the backstage of the sales department.

Site plan (see Annex III)

(3) Arrangement of field personnel

Security personnel: 6 persons (provided by the developer)

The sales department arranges a security guard, who must stand at attention and assist the staff to coordinate customers to enter the store in turn. Outside the sales department, two security guards are arranged to maintain order at the scene, one in the customer waiting area and rest area, and the other in the cashier's office. All security personnel on site must obey the deployment orders of company personnel.

Call employee number 1 ()

The caller reads the reservation number and the customer's name in the order of the customer's reservation number at the entrance of the sales department, and the property consultant waiting at the door guides the customers to enter the sales department to choose the house in turn.

Property consultants: 8.

Property consultants are divided into two groups, A and B, with 4 people in each group. The two groups take turns to receive customers in the sales department and wait for the next customer after the reception.

On-site signature committee: 2 members ()

Among them, 1 person is responsible for signing the subscription book with the customer (the developer fills in the subscription book in advance, and the customer only needs to sign it and submit it to the auditor for official seal), and the other person is responsible for the audit.

Sales control specialist: 65,438+0 people are responsible for the sales control board of the business department and announce the subscription units on the spot in time.

Cashier's office: 5 persons, including 4 persons in charge of cashier and 1 person in charge of cashier's office security. (Responsible by the developer)

Customer reception: two staff members are arranged outside the sales department to receive customers. (Responsible by the developer)

(4) Functional description of each opening partition.

Customer waiting area: customers are waiting in the waiting area to change signs and choose shops. Relevant staff in this area distribute mineral water and other materials to customers to maintain the order of waiting for customers at the scene. At this time, they should enter the site according to the order of the site staff calling. When the customer enters the door of the sales department, he should check the information with the staff to determine whether the customer has informed the customer.

Housing selection area: after the customer enters the sales department, the salesperson will introduce the unit to the customer, and the unit selected by the customer is the first choice recommended. During the selection process, the salesperson should explain to the customer whether the selected unit has been subscribed by other customers. If the unit has not been sold, the salesperson will lead the customer to the finance department to pay the deposit, and then lead the customer to the signing area to sign the subscription book. Finally, the staff posted the room number on the sales control board. (Sales staff can complete the work by leading customers to the signing area, and then enter the next round of customer reception).

Customer rest area: after choosing a room, customers can watch stage programs in the rest area and wait for the lucky draw. The relevant staff in this area will distribute mineral water to customers to maintain the order of customers at the scene.

Sales control office: the sales control office should do a good job in real-time sales control of the booking unit and the saleable unit. In the opening process, the person in charge of sales control should promptly and accurately listen to the inquiries from the sales staff about the selection of customer units, and give timely and accurate answers. After the customer clinches a deal, control the unit in time. At the same time, sales and control personnel should adjust according to the atmosphere of the site, give customers a sense of urgency to buy, and urge customers to complete the selection of units as soon as possible.

Cashier: Cashier is responsible for collecting customer deposit and issuing deposit receipt. If the customer is an appointment customer, the information (appointment book and receipt) handled by the customer before should be taken back at the same time.

Signing area: after the customer pays the deposit, fill in the subscription book according to the customer information (the company selected by the customer), submit it to the reviewer for final information review after confirmation (mark the reviewer's name in the reviewer column after review), and submit it to the second copy of the customer subscription book, keeping the first copy and the third copy.

(5) Material preparation (Annex 8)

(six) making water cards (see Annex 5 for the effect diagram)

(KT board)

Sign 1: customer waiting area

Sign 2: Customer rest area

Water sign 1: Schematic diagram of opening process

Shuipai II: Housing Selection Process

Water Brand III: Award Setting

X-frame: description of lucky draw and special room draw.

Three-corner cards: one for the "signature office" and one for the "cashier office"

(In order to ensure the continuity of the open day work, our company will continue to practice the whole process before the open day. )

Annex II: (Mobility and Division of Labor)

Personnel arrangement process

At 9 o'clock, the live music sounded and the prize of the lucky draw was placed outside the sales department. (safety)

At 9: 00, the on-site staff arranged for the customers to wait at the designated location, distributed drinking water and building materials to the customers, answered some customers' questions, and maintained the customer's on-site order. ( )

It was opened at 9: 30. ( )

At 9: 35, the developer leader delivered a speech. ( )

At 9: 45, the lion dance picked the green and the gun rang. (Six security guards are responsible for saluting)

/kloc-0: 00 Announce the purchase rules of specialty shops, announce the quantity, price and area of specialty shops (moderators), issue the lottery of specialty shops (), and register customers ().

10: 00, select the special store (), check the customer information (), and lead the customer into the sales department to sign (Miss Etiquette).

10: 30 The host introduced the process of house selection. After the host introduced the room selection process, the staff called the number and checked the number. Customers enter the sales department in the order of calling number to change their names. The rest of the customers are waiting outside the sales department to call the station. The security guard at the gate is responsible for maintaining the order of customers entering the site, and the propaganda staff ().

10: 30 —— 12: 30 The property consultant receives the customers who enter the sales department and change the shop in turn, and prepares the customer information for opening (). After the on-site maintenance (and security) customer of the business department confirms the room number, he fills in the reservation form and submits it to the audit area for review (), and the customer pays at the cashier's office (4 financial personnel). Lottery tickets are issued (), and the sales director is responsible for marking the finalized room number (). On-site customers in the sales department will maintain and guide customers to leave the sales department (one security guard).

12: 30 Lucky Draw:

The etiquette lady leads the customers to the stage for the lottery.

The host announced the lottery, and the staff looked at the customer's raffle ticket ().

After the customer's lottery, the security guard takes the prize to the stage for the customer.

Personnel division arrangement:

Outdoor staff (chief supervisor)

Place prizes. The prize supervisor releases information.

Customer maintenance, consultation, announcement, opening ceremony, host, developer speech.

Light firecrackers, and the special store introduces the host to issue special room lottery tickets.

Special store lottery special store lottery supervisor special room registration audit

Caller, directory finder, security guard at the door.

Outdoor public security maintenance lottery host checks the lottery.

Lottery supervisor, exhibition supervisor

The exhibition consultant fired a salute.

Indoor staff (chief supervisor)

Customer information, housing selection process, reception of customer property consultants

Audit area subscription confirmation cashier

Sales director, on-site customer maintenance, guiding customers to draw lottery, etiquette lady

Photography and video working meal logistics (3-4 people)

Annex III: (Schematic Diagram of Site Layout)

Appendix 4: (Stage Background Rendering)

Appendix 5: (Design effect of water mark, etc. )

Instructions for lucky draw (1.6×0.8) m Instructions for purchasing special rooms (1.6×0.8) m Schematic diagram of opening process (2× 1.5) m

Room selection process (2× 1.5) m Prize setting (2×3) m

Annex VI (Drawing of Lottery Design)

Annex VII (Cultural Performance Projects):

Appendix 8 (Material Preparation List):

Prepare opening materials (celebration company)

Item quantity/specification Item quantity/specification

The four signs of the whole stage performance.

Stage construction (10X6)㎡ 50 potted plants.

Red carpet 10m2 table, regular red cloth

Background wall (9X4)㎡ 8 hand-held salutes.

Audio 1 Lion Dance Yilong Four Lions/Six Lions

Congratulations on the flower basket 12 cabbage and green vegetables 1 serving.

Tent 5 host 1

Seats 100-200 subscription book 1.

2 pieces floating in the air/including banner mineral water 10 pieces.

Arch 18m/ bag lottery box (including table tennis) general

Firecrackers 2 rolls of small prizes according to the settings.

Banner 10 prizes are set by prizes.

Award settings

Number of prizes

Grand prize: number 1.

First prize: 2 people.

Second prize: 5 people.

Third prize: No.8.

Gift: determined according to the number of houses purchased (available to all buyers)

Small stage awards: 50.

Annex IX:

Special store extraction rules

At 9: 30 on the opening day, the host announced the shop number, area and price of each set of characteristic shops on the stage. Customers at the scene who are interested in buying special shops can register at the sign-in desk to receive lottery tickets.

Invite the staff of the notary office of the Municipal Administration for Industry and Commerce to do the whole notarization supervision on the spot.

Customers put the lottery tickets into the lottery box and wait for the lottery ceremony under the stage.

Customers register information with the staff, get the number voucher, and submit the number to the staff for statistical recovery according to the room number, waiting for the store to extract it. The process is as follows:

The special shop number is, after the host introduced the notary office staff during the lottery, "the shop area is ㎡, the original price is RMB/㎡, the total price is RMB, and the current price is RMB/㎡, which is always cheaper ...", the host announced on the spot that "Congratulations to the lucky Mr. (Ms.) X for winning this special store and becoming the first owner of Tianjinyuan", and the staff (miss etiquette) guided the customer into the sales department to go through the relevant formalities.

After all the customers who are interested in drawing the special shops put the lottery tickets into the prize box, the host invited the guests to take the stage and announced the winning numbers. After the staff and notary check that the customer number and information are correct, the host announces the ownership of the featured store.

Miss etiquette guides customers into the sales department to do the signing and subscription procedures of special shops.

Special rooms (shops) are only for registered customers' own use and cannot be transferred.

When the property consultant leads the customer to the sales department to go through the relevant formalities, if the customer fails to go through the signing subscription formalities within 10 minutes, or wants to change its name (except immediate family members), the customer's right to buy this set of special shops will be invalid.

If the customer who draws a special shop gives up buying, the set of special shops will be included in the housing of the normal house selection, and the price will remain special, subject to the order in which the customer enters the sales department to select the house.

Special room lottery renderings: