Real Estate Planning and Marketing Workflow

Real estate marketing planning process

Real estate planning operation process

The first stage: preliminary inspection and initial contact with the project party, conduct preliminary inspection of the project, and grasp the basic situation and information to make preliminary conclusions about the operability of the project. Specific work:

1. Provide basic materials to the project party, including project location, planning red line map, project-related legal documents, project surrounding environment, municipal planning of the project area, developers\\investors

According to the status and development progress of the project, initially formulate the content and scope of the investigation;

Three. Based on the specific situation of the project and the proposed investigation plan, a special project team will be immediately set up to conduct initial market research on the spot;

4. Analyze whether the project itself is operable.

The preliminary investigation is to determine the early positioning issues and research scope of the project development direction, and serves as the basis for future formal investigation. Focus on the functional positioning of the city where the project is located, urban characteristics, population, economic development, urban tourism, history, current situation, land resources, developers, managers, and a preliminary understanding of the regional real estate market.

5. Propose the overall idea of ??project operation.

The second stage: After signing the work agreement to determine the overall idea of ??the project operation, discuss cooperation matters with the project party, sign the "Project Consultant Service Contract" or "Sales Agency Contract", and clarify the cooperation parties, cooperation Methods, cooperation content, time, rights, obligations, payment standards and payment methods, etc.

The third stage: on-site survey Based on the results of the preliminary survey, formulate a detailed formal market survey plan and form a market research team and planning expert group. The market research team went to the project location to conduct formal market research. Main work contents:

1. Market environment survey and analysis

Urban planning, urban economic characteristics, tourism characteristics, urban population, tourism seasons, average annual tourist population, urban consumption level, Detailed investigation of the political and legal environment, real estate, hotel industry and tourism industry;

2. Investigation and analysis of regional conditions

The unique advantages and disadvantages of land resources and tourism resources in the project location; < /p>

3. Investigation and analysis of competition situation of similar products

Investigation of market supply and demand conditions, price status and trends, product types, market gaps and gaps, competitors’ situation and sales channels ;

IV. Investigation and analysis of project situation

The quality of land resources, land topography\landform status, project progress, capital investment plan and progress, construction planning and implementation status ;

5. Project Positioning

After in-depth market research and analysis, the image positioning, product positioning, price positioning, etc. of the project will be clarified to provide practical basis for project development.

6. Marketing planning

Specific operating techniques for building momentum, opening the market, etc., timing of advertising media, control of advertising features and effects, and adoption of marketing methods situation, marketing channel selection, control and adjustment, project and corporate brand development strategies, etc.;

7. Personnel training

Provide all-round professional training for the developer’s marketing personnel Training;

8. Sales Execution

Monitor the execution of project sales throughout the process, and make corresponding strategic adjustments in a timely manner;

The fourth stage: experts The project construction planning and design provides guiding suggestions on the project's overall development strategy, development content, development model, targeted consumer groups, market image, project theme, project planning, garden planning, unit structure and area, project market price, indoor Provide specific opinions on layout, decoration standards, equipment and facilities, service functions, property management and other aspects.

The fifth stage: writing various reports: Provide different strategic reports according to the needs of different customers. The core reports that must be provided are market survey reports and project positioning reports. Organize the original and secondary information, information and data obtained from market research, issue a market research report, and write a project positioning report (including project design guiding ideology, product portfolio design and operating model) based on this.

Submit the plan report to the project party for discussion and make modifications based on their opinions.

The sixth stage: Convene a plan demonstration meeting. Convene a demonstration meeting with the heads of both parties and relevant experts to discuss, demonstrate and review the submitted plan report. The planning team will further refine and improve the plan based on the discussion results.

The seventh stage: improve planning and follow-up services during the construction period to promote the success of the project (execution of the plan). Focus on the operation of the planning plan, and cooperate with the developer organization according to the content requirements of various promotion planning work before sales. Relevant professional companies carry out professional division of labor and cooperate, and provide strategic suggestions on specific issues based on the project's development strategy and principles.

The eighth stage: Integrate various social resources and build an operating platform for projects and enterprises. Note: According to the actual situation of different projects, the specific work content, time, etc. will be adjusted as needed.