How to find tourism real estate customers?

Refuse to cast a wide net and target customers with precise layout

To expand customers from other places in tourism real estate projects, we need to look at the whole country, but resources are limited and must be based on the project positioning and characteristics in space and time. Delineate the scope from three aspects of , crowd and achieve precise targeting of target customers.

1. Space: Lock the target area and city according to the project positioning

In terms of space, lock the target range of overseas customer expansion according to the project positioning, volume and location. Target areas, such as the 2013 opening of Shandong's flagship seaside tourism resort project "Country Garden Shili Golden Beach (now known as Binhai City, the same below)" need to be promoted nationwide, so the "1+6+3+" N” customer expansion layout. That is, with Qingdao as its base (a central city), it covers 6 radiating cities and three exhibition halls in Shandong Province (3 flagship exhibition halls in Beijing, Shanghai, and Shenyang), and a customer network layout supported by brother real estate developers across the country.

The key areas of Country Garden’s resort project Shili Silver Beach in Huizhou, Guangdong are from Shenzhen to the Pearl River Delta to Guangdong Province, as well as Northeast China and Hong Kong.

Country Garden Hainan tourism project, Country Garden·Coconut City, is mainly located in the three provinces of Southwest and Northeast China. Country Garden's super flagship overseas resort project, Forest City, initially targeted 13 major domestic central cities and used the IEC exhibition hall as a base to expand customers in other places.

2. Time: The best timing for attracting customers is different for different projects.

The timing for attracting customers for different projects is different. For example, the northern coastal resort project Shili Golden Beach is between 5-10 in the summer. Month is a golden opportunity. During this period, Country Garden will focus the entire group’s elite resources on marketing and customer acquisition. But for the Shili Silver Beach project and the Hainan Island project in the south, winter is the best time to attract customers.

In addition, the target areas will also change at different times. For example, when the haze is severe in early winter, the Hainan project focuses on the haze-stricken area of ??North China, focusing on the pain points of haze to attract customers. As the climate cools, the focus becomes the Northeast, with the warmth of the South more attractive. At the beginning of last year, Country Garden published the news "People across the country, please note: Country Garden is "giving away air tickets" to come to Hainan for free to celebrate the Chinese New Year" in the Beijing News, Chongqing Morning News, Zhengzhou Dahe News, Heilongjiang Life News, etc.

3. Crowds: 4 types of people and their characteristics of tourism real estate customers

After locking time and space, there is also the target group. There are mainly 4 customers who buy tourism real estate. Groups of people:

① The main buyers of real estate in other places, namely business people, pay more attention to cost performance:

② Retirement residents in other places, mainly 40-60 years old, pay more attention to health facilities and nature Environment;

③ Investment homebuyers pay more attention to the appreciation potential and leasing services;

④ Social elites and various celebrities pay more attention to the natural resources and supporting facilities of the project.

Different types of customers have different motivations for buying houses, are in different industries, and have different habits of food, clothing, housing, and transportation. Only by having a thorough understanding can we find them when recruiting customers.

2. Customer Extension Execution Strategy, Country Garden’s 8 Tips for Expanding Customers from Other Places

Customers have been locked in time, space, and groups of people. How does Country Garden attract customers in the specific practice of attracting customers? ?

1. Exhibition halls, exhibition points + real estate exhibitions and other exhibitions + new technologies such as VR

Because the project is far away, the first thing to solve in tourism real estate is the problem of customer access, waiting for customers If you come to the door, you can only sit back and wait for death. You must take the initiative and go out.

(1) Exhibition halls, exhibition points, IEC

Country Garden’s major resort projects all have urban exhibition halls in their core cities, such as the Shenzhen flagship exhibition hall in Shili Silver Beach, Harbin exhibition hall, Hong Kong Exhibition Hall, World Union Exhibition Hall, etc. The Shili Golden Beach Qingdao Nanjing Road exhibition hall, as well as Forest City's IEC exhibition halls in major central cities across the country.

The function of the exhibition hall is to facilitate customers to arrive and understand. More importantly, the exhibition hall is used as a base for regular customer expansion, such as order dispatch, mobile visits, interception, etc. For cities without showrooms, Country Garden will also send sales staff to attract customers. For example, Shili Jintan will send sales teams to Qingrong Yanwei (Qingdao, Rongcheng, Yantai, Weihai) and Jinan in the cities surrounding the project to attract customers and actively contact them. Reach customers.

In addition to exhibition halls, Country Garden will also set up temporary exhibition points in major business districts. For example, Shili Yintan has set up a temporary exhibition hall at Yitian Holiday Plaza, a shopping mall in the central district of Shenzhen. In addition, before the opening of the store, Shili Yintan also An exhibition point tour was set up in Country Garden's eleven major projects in Guangdong, with a total of 1,485 customers.

(2) Real estate exhibitions and other exhibitions

House exhibitions are places and time periods where home buyers are concentrated. Tourism real estate should seize the opportunity. Shili Yintan once participated in the Shenzhen Spring Real Estate Fair, Tianjin Spring Real Estate Fair, Changsha Development Fair, and some beach and sailing experiences are designed in the exhibition hall to make customers feel as if they are actually there. In addition to housing exhibitions, Shiliyintan also participated in the 11th China (Hangzhou) Best Living Environment Exhibition, China Shenzhen International Home Decoration Exhibition and other exhibitions.

(3) New technologies such as live streaming and VR

Even if there is an exhibition hall, it is difficult for customers to experience the project. In the early days, we relied on videos and exquisite albums. Shili Yintan invited Tang Wei to shoot videos and produce exquisite videos. picture album. In the era of WeChat, Shili Jintan took the lead in using micro-building books, H5 animated building books, 360° panoramic house viewing, etc.

Last year, for the Forest City project, village chief Li Rui was invited to play VR live broadcast, using new technologies to allow customers to easily understand the project.

2. Turn selling a house into a discounted trip

In addition to going out on your own, you also need to find ways to attract customers to the project. The most common thing is to package the project into a travel itinerary. Provide travel subsidies to attract customers to visit, and cooperate with travel agencies to help bring customers. Shili Golden Beach once held a travel plan of "ten thousand people landing on the island".

Country Garden packages Forest City as a travel route for Singapore-Malaysia tour groups and provides huge subsidies. Basically, it uses 30%-35% of the financial subsidy for each tourist to ensure that every month 8,000 people came to the sales office.

3. Festival creation: Large-scale festivals attract customers to visit

Large-scale events are also a common means for tourist real estate to attract visitors. The earliest were various project festivals produced by Agile Clearwater Bay. Beer Festival, Kite Festival, Coconut Festival, etc. Country Garden Shili Golden Beach has held several international beach carnivals in succession. The activities are rich in content and even invited singer Jike Junyi to help out.

4. Off-site activities: grafting of large-scale activities and events

On-site activities of the project attract a limited number of customers, so the activities must also take the initiative to reach out to customers and hold events in major cities to attract customers. . There are two main types of activities: self-organized and event-based.

Forest City teamed up with Deyun Society to hold three consecutive cross talk shows in Beijing and the "Green Light Ceremony" event in Shanghai, with many customers present. In addition, before the opening of Shili Silver Beach, special promotion meetings were held in major cities across the country.

In addition to organizing events by yourself, you can also cooperate with various organizations to carry out event grafting. Before the opening of Shiliyintan, it grafted Shenyang Chinese Studies lecture activities, Shenzhen Hotel Association director activities, Shenzhen Electronics Industry Association board of directors activities, etc.

5. Distribution system: More than 1,000 distributors, Ping An helps sell houses

Allowing distributors to help attract customers from other places is also a common technique used by Country Garden, integrating intermediaries, agents, e-commerce, Travel agencies, decoration agencies, immigration agencies and other various channels to establish a strong distribution network.

The Shili Jintan project once had more than 1,000 distributors covering all parts of the country. On November 30, 2015, the “Forest City China Distribution Channel Launch Conference” hosted by Country Garden IEC signed thousands of distribution agents. On July 6, 2016, Forest City’s “Nuggets Overseas, Earn Renovation Horses” distribution kick-off meeting for thousands of people was held. In addition, each region is also actively expanding its own distributor network.

Country Garden’s commission points for distributors are very high, and there are no penalties in the signed agreements. Agents have no contract risk, which is very attractive to distributors and can easily expand the distributor team.

In addition, after Ping An invested in Country Garden, Ping An’s financial business staff became Forest City’s sales staff, and Ping An Haofang, one of China’s most influential real estate e-commerce platforms, became its distribution platform.

In addition to Country Garden’s wide range of distributors, its real estate consultants can also become distributors and develop their own downline distributors and brokers.

6. Linkage with 70 brother projects around the world. Bringing customers + apportioning performance tasks

Country Garden has more than 700 real estate projects around the world and a large number of off-site owner resources. The tourism project fully taps the owner and customer resources of these brother projects. Simply ask Brother Project to help send group text messages, promote community posters, banners, and trusses, embed existing activities, or hold a special promotion meeting for owners. More importantly, each project is directly assigned the task of bringing customers and sales performance, and more than 700 projects help tourism projects sell houses. The power is not trivial.

7. Phoenix Pass: Over 3 million property owners + Universal Marketing to help sell houses

In addition to more than 700 properties, Country Garden also has more than 3 million property owner resources, which is very convenient for marketing to them. , tap a large number of customers. In addition, these people can also become Country Garden's agents through Country Garden Phoenix Pass to help sell vacation project houses. The more than 3 million owner's agents should not be underestimated. In addition, there are 6 million national agents through Phoenix Pass (which overlap with the owners). ), the size of the broker army is terrifying.

8. Financial products: Free Fangbao - to lure customers

There are many investors who buy tourism real estate and like to invest. Country Garden Hainan Tourism Project Coral Palace cooperates with Huilian Financial , launched a series of investment and financial management fund products including “Fang Fang Bao”. Salespeople bring these new "weapons" to various key cities to protect old owners and expand new customers - whether they are old owners or new customers, as long as they purchase the financial products of Coral Palace, they can visit the island at a very low cost or even for free. travel.

Conclusion

The Golden Nine and Silver Ten are the golden period for tourism real estate sales. We can learn from Country Garden to expand customers in different places, lock in target customers within the scope of space, time and crowd, and then use the 8 major remote places to attract customers. The secret method of attracting customers is to achieve efficient customer acquisition, and then seize the golden sales opportunity of gold nine and silver ten.

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