20 17. 12.30 Anaya, a model of real estate community management

Anaya has been listed as a cultural tourism project for several years, but it was gradually known by people on 20 17, because its successful community marketing operation mode made traditional real estate people see the power of community economy.

From "beautiful countryside" and "characteristic town" to "pastoral complex", there are several famous stories about building houses on rural collective land. Simply put, the original name of Cultural tourism real estate has also changed. It may be that the rural holiday has a higher reputation, and the original industrial real estate has no choice but to have a high-sounding enclosure reason. Talking about 80% of small town cultural tourism and the remaining 20% of small town industrial tourism seems to be a logic of progress and upgrading, but it is actually just the difference between difficulty and difficulty. Doing cultural tourism is a large proportion of failure, and it is even more difficult to change from a real estate developer to an industrial operator. Fortunately, one or two of them succeeded, and copying is a false proposition. Industrial resources have a strong geographical attribute, which does not mean that they can be copied by copying. In fact, the key to a small town is not the taste of the countryside, but the population of the city, and the population is the market for all consumption and consumption upgrading! Therefore, the success of a small town depends on its distance from the core big city, as well as the relationship between market supply and demand and industrial carrying capacity.

As a model of real estate community management, Anaya has a lot to learn. The traditional cultural tourism projects of eating, living, traveling, shopping and entertainment in the past are unsustainable, and the holiday-style cultural tourism projects with community stickiness will be more and more accepted by the market in the future. With the continuous improvement of national economy and people's living standards, social needs, artistic needs and spiritual needs will gradually penetrate into products of various industries, including real estate space. This is a rapid era with extremely rich materials. Unpredictable needs spread rapidly through the community and the Internet, and seizing any opportunity is a flash in the pan. But if you want to build a lasting foundation, you still have to return to the people-oriented reality, step by step.

Attachment: the real estate god Pan Anaya shares PPT internally.

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When the surrounding projects sold for 9000 yuan, the price of Anaya Phase II was more than 18000 yuan, the unit price was twice that of the surrounding projects, and the total price was more than two or three times. The Anaya Yard was launched on May 13 this year, and sold for 530 million in three days, which is still not the peak season. The recommended purchase rate of customers is as high as 90%, and the peak season of selling houses only in summer is extended to April-165438+ 10. Correspondingly, its advertising fee is only 3 million per year.

What is even more subversive is that today, many bosses think that "doing activities and services means burning money and selling houses by investing", but Anaya's service itself has achieved profitability.

Anaya is realizing the three ultimate goals of tourism and holiday real estate: selling houses at a premium, making money through service for a long time, and establishing a high-profile humanistic image to become a classic. Premium, making money through long-term service, establishing a high-profile humanistic image and becoming a classic.

What is a community magic disk?

Community: community = values * (space+social). Community brand, that is, neighborhood relations with community as the main way of cohesion. Neighborhood relationship is greater than marketing connection, and it is silent. Few marketing expenses of community famous brands bring thousands of transactions, and more than 90% of the legends brought by new and old people are just appearances. What is more worthy of attention is the neighborhood relationship, the connection between people and the values of * * *, which attracts people with the same taste to keep coming.

Community famous brands, if refined, all have community conventions, common values, good natural resources, internal community settlement culture, harmonious neighborhood relations, good social relations and new values.

Anaya, which has a community, is not only a real estate, but also a small town with strong vitality and automatic growth. This innovative model explored by Anaya may completely change the ecology of China's tourism and holiday real estate.

It is completely different from traditional tourism and holiday real estate.

Why did a person who wanted to go home just after renting end up as the owner of Anaya? Why did a colleague who died in Anaya finally want to buy a house in Anaya? The core is that the most important thing for Anaya is no longer the external products, but its service and spiritual products have become the real core of the project, which can make customers scream constantly.

A product is not the most important.

△ Lonely Library

The core thing of Anaya is not the house, but the places around the house, the contents carried by these places, and the community values that ultimately override these places and contents. "Soft things are the most touching."

Second, the three major differences between the Anaya model and the traditional model

1, positioning: service and feelings are no longer marketing props.

Nowadays, products are not the core of tourism and holiday real estate. For example, a customer said, "Why should I buy a house? Why don't I play? " Therefore, the demand for owning a property has become very low, so it is very important for customers to have fun and get spiritual satisfaction.

Under the Anaya model, tourism and holiday real estate not only has products, but also has a service system, which can realize some of its own values. These three correspond to the system of customer demand: customers need houses; Content requiring services; Need to be recognized and sublimated spiritually.

2. Purpose: Let customers call from the first time to the last time.

The ultimate goal of all marketing is to make customers scream. If they are only satisfied with better community planning and better products, customers will only scream, but they can't stop screaming. To keep customers on the phone all the time, we must provide customers with content and services, so that customers can get spiritual things when using content and services.

3. Methods: Expand the real estate business boundary and enter the second and third levels.

Selling a house is the first level, and providing content and services is the second level. From the first level to the second level, content is maintained by providing services. The third level is to harvest the community. Previously, the developer established a customer base and sold the house to customers. The customer list is only useful for property services and the next sale. Developers are afraid to avoid customers after the sale is completed, and customers seem to mean trouble and complaints. For tourism and holiday real estate, the power of the community is very important. Developers, developers' collaborators and owners * * * form a community, and they * * * share, interact and connect with each other to create value.

The value of community and its realization

The community must be valuable to customers, and customers can be active in the community for a long time. Long-term activities with customers in the community, customers and developers win-win, mutual benefit will naturally come. At present, the owners of Anaya have become the sales staff, financing objects and partners of developers …

The value of community to customers

1. Play together and live a rich life.

In many buildings, the owners have lived for a long time and even the neighbors' surname is Zhang and Wang. And in the Anaya group, everyone is very affectionate.

Although the host doesn't go every weekend, he will see how the neighbors are playing in the group when he doesn't go. It will be very interesting for everyone to tease each other and run on each other. This kind of network life constitutes the wonderful content of the host's life, breaking through geographical boundaries and getting along with each other day and night.

2, access to knowledge and information

Owners exchange information in the group and know what happened in their home and what news is there. Let's talk about Anaya on the Tip of the Tongue and see where it's best to eat and buy seafood around.

Developers also send various notifications and feedback in the group. There are many professionals in the group who share knowledge, such as fashionistas, TCM health groups, financial investment groups, photography groups and reading groups. Many financial investment groups are bosses of financial companies.

3. Help each other and get all kinds of cattle resources.

The child of the owner's friend is in Inner Mongolia, suspected of congenital heart disease, and the treatment is doubtful. The host sent the film, and several famous doctors in Beijing helped him diagnose in the group. They also introduced more cardiac surgeons and talked directly with patients' families. This is a great cow resource. This scene is also very meaningful: one owner helps another owner save the child, while others are watching, and everyone is infected by the atmosphere. Everyone realizes that if there is a problem, there will be a group of awesome people to help me.

4. Become a career platform

Some owners do business in partnership with each other. Some owners even invest in Anaya, provide Anaya with project materials, invest in Anaya, open stores in Anaya and become partners of Anaya (see below).

Second, the value of the community to the enterprise

It is a unique phenomenon that many resources of the Anaya project come from the owners. This kind of cooperation is win-win, but it is not a pure market behavior.

1, saving marketing costs

In traditional tourism and holiday real estate, a trading customer may spend 30,000-50,000 activities.

However, Anaya only subsidized tens of thousands of consumer cards (see the above picture) for the owners to participate in the project activities, which brought great vitality to the project and completed the marketing. Anaya basically doesn't advertise selling houses now, relying on the old owners to take the new owners to sell dozens of sets a weekend. Some owners first pull people from their circle of friends into the owners' activity group. These people first move in the group and then become the group owners.

The old owners' drive to "bring people" seems to be addicted. The core is that they want to share their good things with their friends, hoping that friends will become their playmates in Anaya, and everyone will grow old together.

2. Save financing costs.

Anaya successfully realized part of the subsequent financing of the project among the owners. Several owners each contributed10 million, which played a very positive role in the spread of the project after investment. Some owners even invested 200 million yuan to become shareholders of a hotel.

Ma Yin once mentioned that Anaya's later product was 100 villa, and nine owners expressed their wish to participate. They invested in the construction cost, and as long as the income of 10% ~ 15% is guaranteed, 70% of the house will be underwritten.

In fact, the return on investment is not very high, but the owners are happy to invest in their favorite homes and communities. Developers have saved financial costs and changed from working for banks to working for owners. They are also very happy.

3. Reduce management costs

If some owners put forward some personalized or even unreasonable requirements in the group, many owners will take the initiative to help developers explain, which will form a considerable force for the maintenance of the customer base. Of course, the premise of this maintenance is that the developer has responded and improved the questions raised by the customers before, and the customers have been moved.

Some customers spontaneously advocate that everyone should take good care of their dogs. Organize voluntary labor and pick up the garbage on the beach by yourself. After the owner took over Anaya, he was no longer a simple complainant, but a participating manager. The spirit of autonomy greatly reduces the management cost and the contradiction between the server and the client.

4. Understand customer needs

Understanding customer needs is the key to reduce the cost of subsequent project design. However, the customer demand in the customer base is growing every day, and the debate is also splitting. Finally, through arguments and mutual explanations, developers can easily figure out what are the real customer needs, what are the necessary customer needs and what are the mainstream needs.

Step 5 find a partner

The owner gives priority to Anaya's procurement and engineering. An owner's husband provided materials, and now he uses the faucet and toilet of Anaya Phase II apartment. An owner who specializes in making windows made windows for Anaya. There is something wrong with the window. He immediately flew back from Sanya to deal with it, saying, "You can't lose face in front of your neighbors."

Owners who become partners will offer more favorable prices, and because they are neighbors, they pay more attention to quality.

In this process, the owner has also obtained a business platform and business platform, and the owner has become the overall partner of Anaya's content and services. In a small town, the owners participated in the creation and gradually became a collection. A hot pot restaurant, water sports club, Chinese medicine clinic and jade shop in Anaya are all owned by the owners, much like a traditional town where familiar people work and live together.

Anaya's unique core profit model

Through the operation, Anaya's projects have become more and more popular, and its second-phase projects have successfully achieved a premium. The services that have always been regarded as "losing supporting roles" have also begun to make money in Anaya.

1. Property appreciation

The Anaya project covers a total area of over 400,000 square meters and will be completed in several phases. Anaya believes that high turnover and high leverage can't be played. Although the service transformation is slow in the short term, it can gain other added values, such as the appreciation of real estate. However, some projects sold out in the first and second phases are not so good, because they still regard services as marketing props. "Performance can never be real, and customers can never get a real good experience."

The second phase of Anaya has been sold to 16000 yuan, and it may be close to 20000 yuan in the future. The apartment is more expensive than the surrounding villas, but similar houses around it can't be sold for seven or eight thousand.

In fact, Anaya's investment in service facilities and venues is not particularly large. The most influential libraries are hundreds of thousands of design fees and millions of construction fees. Perhaps the biggest investment is the golf club.

Although the investment in service facilities and venues is not great, it is still higher than that of developers who only build a sales office.

It seems that you have invested a lot in the front, but you can enjoy continuous sales in the second and third phases, and the price in the second and third phases will continue to increase the premium dividend.

Second, various services began to make money.

During the Dragon Boat Festival on 20 15, Anaya Club alone earned 500,000 yuan. Anaya Beach Bar usually has a daily turnover of more than 10,000, and it will have 20,000 to 30,000 on weekends, which is basically equivalent to the bar in Sanlitun, Beijing.

There are 200 rooms in Anaya. The owner has booked so many rooms for his friends that tourists can hardly book rooms. The beach bar was packed with people. Bonfire parties and old movies are crowded from 7: 00 to 8: 30, and they are empty after 10 in the evening. Anaya's canteens and farms are also profitable.

All the services of Anaya, the cash flow in the first half of 20 15 is positive million, which is very different from the marketing behavior of those projects before. Service is no longer a prop of marketing, it can make money by itself.

A dozen relatives of the shopkeeper spend 7000 yuan an afternoon. The middle class can spend 1000 yuan for a crazy weekend. Anaya also has cheap projects, and the owner may spend more than ten yuan for a meal in the canteen.

And all this, or to ensure the quality of Anaya, is basically semi-closed and not open to the outside world. Even if Anaya is not open to the outside world in the future, there may be enough customers in the later period.

Anaya will add 800 households on 20 16, and the new owners will bring friends. There will be dozens of households in the local area, almost like a tour group. Eventually there will be 5,000 households in Anaya. Every weekend, if there are three people in each apartment and six or seven people in the villa, that is a very objective figure, and the existing facilities may not be enough.

So Anaya was built into the neighborhood center, and the second canteen was built in it. Supermarkets, tea rooms, mini commercial streets made of containers, new bars and cafes are all under construction.

I think the community famous brands, if refined, all have community conventions, the same values, good natural resources, community settlement culture, harmonious neighborhood relations and good social relations, resulting in new values ... Let me explain.

Father of real estate community: A Gumina can live.

Every time I see a little bit in Anaya's friend WeChat, I feel happy. This is what Anaya advocates: life can be better. The happiness of Anaya.

Anaya has a whole set of value system, which consists of three levels. Product is the lowest thing, it is just a carrier. The above is the concept of lifestyle and supporting service system. At the top is the value system. As the saying goes, what kind of values do you have, what kind of lifestyle do you have, and how do you believe it? In the "era of inner turmoil", we advocate tradition and return, build a lonely library as the home temple of China people, put forward a family history plan, and look for our roots and hometown. "In the final analysis, quietness is outward bound." When you come back to life, you will say that you are regular. If you know that you are regular, you will say that you are clear. "

I will sort out the three levels of Anaya horizontally and vertically, as follows. Anaya started from "people", from the smallest unit family in society, and went to the community to unite the community and rebuild a beautiful society.

Also began to think about the relationship between community, community and society, forming a 20 16 1 month community thinking sharing. At this time, I also happened to meet the "Community Design" by Yamazaki, the first Japanese community designer. He said: to rethink the definition of community, we should not only design space, but also design the connection between people.

Why did Anaya do so well? I think there are several reasons:

1, product first. The beautiful landscape, beautiful environment and low-density product form of the land of beauty have strong attraction.

2. The choice of the owner. The average age of the owners is between 45 and 50 years old, and they are the backbone of society, with financial freedom, free time, homogeneous unity and high quality.

The three founders of Anaya are all hands-on. Only when the boss cares, can we really do a good job of top-down beauty, and can we really make the owners feel safe and respected.

4. The precipitation of time. After several years of development, Anaya has matured, and years of community activities have softened neighborhood relations and established beautiful neighborhood relations.

5. Team effort. Only by establishing a systematic community maintenance team, specializing in community work and supporting activities, can we ensure that every activity in each community has a wonderful result.

Community construction, not overnight, not a day's work, from top to bottom, from small to large, slowly watered, carefully cultivated, and one day, beautiful flowers will bloom.