Real estate marketing plan

In order to ensure that things or work are carried out safely and smoothly, it is often necessary to carry out detailed plan preparations in advance. The plan is specific and thorough in terms of purpose, requirements, methods, methods, progress, etc., and is highly reliable. Operational plan. So have you understood the plan? Below are the real estate marketing plans I collected and compiled (selected 6 articles), I hope it can help everyone. Real Estate Marketing Plan 1

With the development of competition among enterprises, the market concepts of enterprises have undergone tremendous changes. More and more enterprises have given up on their own position in the past. The production-for-production-for-production orientation has begun to take the needs of the market and consumers as the starting point for product production, and in sales activities, it is also abandoning the concept of "strong sales" and turning to changes in market demand and market demand. Conduct marketing activities.

The company’s advertising activities were originally only responsible for promoting products to consumers from the company’s standpoint, and became a replica of the company’s sales concept. The introduction of the planning concept has attracted great attention from the market and consumers. Market analysis, consumer behavior analysis, product analysis, and competitor analysis have become the prerequisites for advertising decision-making, thus complying with the change of enterprises from sales-oriented to marketing-oriented.

In the real estate industry, advertising planning must not only consider the regional economic conditions of the real estate development project, but also the market conditions and location conditions surrounding the real estate development project. Real estate planning is a huge systematic project. Each planning subsystem forms a large system, all of which are indispensable, closely connected, and organically unified. At the same time, its concepts, creativity, and methods should focus on being advanced and foreseeable. In the market research stage, it is necessary to foresee the market situation of real estate project development in a few years; in the investment analysis stage, it is necessary to predict the cost, selling price, and capital flow direction of future development; in the planning and design stage, it is necessary to predict the future development of real estate projects in the community planning and apartment design. , building facades, etc. to predict future development trends; in the marketing and promotion stage, it is necessary to understand the market conditions at that time, and have a forward-looking vision in terms of sales price, promotion time, real estate packaging, advertising release, etc.

In addition, real estate planning must adapt to the needs of the market and meet the needs of the market. First, real estate planning must be market-led from beginning to end; second, real estate planning must change with market changes; third, real estate planning must cultivate and create the market. Its planning involves comparing and selecting multiple options. The real estate planning plan is not static. While maintaining a certain degree of stability, the planning plan should be constantly adjusted and changed according to changes in the market environment to ensure that the planning plan best adapts to reality.

Real estate planning runs through the construction of real estate development projects from beginning to end, ensuring the success of project development. To complete a project cycle, the construction of a real estate development project needs to go through a series of processes such as market research, project location selection, investment research, planning and design, construction, marketing and promotion, property services, etc. Real estate planning participates in every aspect of the project, through conceptual design and various planning methods to make the commercial housing developed marketable and occupy the market. Real Estate Marketing Plan Part 2

The conventional marketing of real estate is mainly advertising marketing, which is to discover potential customers and increase transaction volume through large-scale advertising promotion. Under the current market situation, all-employee marketing is the best marketing method under the current market conditions. Not only can it expand the customer base, but it can also bring certain benefits to the introducer, which not only strengthens the enthusiasm of the introducer, but also increases the transaction volume of the project.

The specific contents of the all-employee marketing plan are as follows:

1. Implementation time: Implemented together with the old-to-new policy, the specific time is to be determined

2. All-employee marketing Scope: Everyone except internal employees of the agency sales company

3. Implementation method: If the introducer can introduce customers, he must notify the sales manager in advance, and the sales manager will designate a real estate consultant to receive him

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4. Commission policy:

For customers introduced by the introducer (except sales department employees), the introducer’s commission standard is: xx yuan per set

5. Commission Distribution form:

1. The introducer needs to bring the new customer to the case site and state his name, contact information, and purchased house number.

2. Correctly fill in the National Marketing Confirmation Form: This confirmation form must be filled out and signed by the new customer and introducer on the day of their visit.

3. This confirmation form must be filled in within the time of this event.

4. After the introducer signs a "Commercial Housing Sales Contract" with the developer and the new customer he recommends signs the "Commercial Housing Sales Contract" and pays off the house (mortgage payment arrives) as stipulated in the contract, the reward can be cashed and settled.

5. The introducer should collect the reward with a valid certificate within 30 days from the date of receipt of the reward notification from the developer. Failure to claim within the expiration date will be deemed as giving up the reward. Real Estate Marketing Plan Part 3

The most important real estate marketing tool in 20xx, the secondary and tertiary communication rate is 100%, the conversion rate exceeds 20%-50%, and it is a high-tech marketing tool that is extremely popular at the sales site.

The high-precision three-dimensional simulation system (CCVRS) independently developed by Shenzhen Jingweidu Technology Co., Ltd. has applications covering all aspects of urban design, urban management, and urban life, and can provide complete solutions for the construction of three-dimensional digital city systems.

Traditional real estate product marketing display model

my country’s real estate sales adopt the off-plan sales model. When customers purchase a house, they cannot see the actual house. Developers can only provide community sandbox models and a limited number. The physical model room is available for customers to experience. Due to the huge investment in physical model rooms, generally only powerful developers will provide several sets of model rooms with main units. For ordinary home buyers, most of whom are non-professionals, it is difficult to imagine what the future project will look like after it is completed only through sandbox models, a few model rooms, and verbal descriptions from sales representatives, and the customer experience is very poor.

In order to promote projects, developers often use mainstream mass media for publicity. Due to the poor accuracy of mass media, developers spend a lot of sales expenses, but with little effect. How to find customers efficiently? It is the first priority for developers. The so-called high efficiency means low cost, wide spread and focused target. In the current communication channels, mobile Internet is undoubtedly the fundamental solution. Through the chain transmission of Weibo and WeChat, developer project information can be transmitted quickly and efficiently, and the cost is negligible.

Changes brought about by the use of Internet-based virtual reality technology in real estate marketing

Internet-based virtual reality technology brings a new immersive 3D experience to real estate customers. Through Internet-based virtual reality technology, real estate development projects can be easily presented in a 3D simulation on a computer. Whether it is a community environment or a model apartment, it can be displayed realistically. By using a 3D projector or a helmet-mounted 3D display, users can be immersed in it, as if they are on the scene. The customer experience is very good, deepening the impression and perception of the project, and greatly promoting the development of sales business.

The virtual reality real estate display system can provide customers with more in-depth services. In the virtual environment, a variety of model rooms with different styles and different costs are developed to provide future owners with more abundant decoration plans to meet the decoration needs of different owners.

The virtual reality display system realizes distributed virtual reality scenes based on the Internet, making it easier for real estate projects to be disseminated on the Internet. Customers can experience the advantages and characteristics of real estate projects without leaving home, attracting more Many customers come to see and experience the properties on the spot.

The virtual reality display system can help developers conduct project display, user experience and feedback throughout the entire development phase. Conduct project plan evaluation and decision-making during the land acquisition stage, attract customers to participate in the formulation of project plans, shorten the distance with customers, and save huge marketing costs. The development of immersive virtual reality scenes can save developers a lot of costs in building model rooms, and at the same time bring customers a new "real scene" experience.

Therefore, Internet-based virtual reality technology has brought a new customer experience model and publicity and promotion strategy to real estate marketing. It has brought great benefits to customers while saving a lot of marketing costs and physical model room construction costs. Deeper and closer services are particularly important in the current situation where the property market is undergoing major adjustments and developers are facing severe market challenges. Real Estate Marketing Plan Part 4

1. Purpose

To build awareness and establish a brand image - Corporate publicity and promotion are important ways to increase corporate visibility and establish a corporate brand image.

Quickly arouse the attention and interest of the market - through publicity, it becomes the most watched highlight project on the Internet, achieves a certain sales intention, finds and locates target customers for the enterprise, reserves a certain intended customer group, and provides Lay a solid foundation for the growth of corporate profits.

2. Analysis of the Current Situation of China’s Internet and Internet Users

At present, there are 420 million Internet users in China, and 277 million mobile Internet users. Internet promotion and marketing have become the main tasks of major enterprises. After outdoor advertising, TV advertising and soft-text advertising, it is an important way to spread the fastest and most efficiently. Therefore, promoting and selling Huaguang enterprises and projects through the Internet will have the effect of getting twice the result with half the effort.

3. Cognition of project online promotion methods

1. Advantages of online promotion

In today's modern network information development, compared with other media promotion methods, Online marketing promotion has begun to rise, showing strong vitality. The advantages of online promotion are mainly reflected in the following aspects:

　○1 Wide spread range

The spread of online advertising is not affected by Due to time and space constraints, promotional information can be spread to all parts of the world 24 hours a day through the Internet. As long as they have access to the Internet, anyone can read it anywhere. This is something traditional media cannot achieve.

2. Project characteristics and online promotion characteristics

Through analysis and research, real estate projects and online promotion environments have their own characteristics. The organic combination of the two requires taking into account some of their own unique factors. , the details are as follows:

○1 Real estate characteristics of real estate projects

As real estate, real estate projects have very distinct regional characteristics. At the same time, as non-tourist real estate projects, xx’s target customer group The regional characteristics are more obvious, which is obviously different from the characteristics of existing online promotion products that are basically oriented to customers nationwide. Real Estate Marketing Plan 5

Internet marketing has gradually attracted the attention of more and more real estate companies with the popularity of the Internet. However, not many real estate companies have succeeded in Internet marketing planning. Internet marketing is different from traditional Marketing is similar to "nothing is foreseeable". The key factor in success and failure lies in marketing planning. Let’s share with you the key factors of real estate online marketing planning.

1. The correct understanding of Internet marketing

There are many successful cases of Internet marketing. When doing Internet marketing planning, don’t just see the successful cases of Internet marketing and keep your eyes on them. Depending on the company's own situation, it is not just a good idea that will lead to success. The entire marketing plan must be taken into consideration in detail. In this regard, online marketing and traditional marketing are the same. However, Internet marketing is different from traditional marketing. Only by correctly understanding Internet marketing can we operate Internet marketing to the extreme.

2. Professional Internet Marketing Team

"If you want to do your job well, you must first sharpen your tools." Finding the right person is half the battle. Usually there are two extremes in the construction of Internet marketing teams: one is a company with a try-it-and-try mentality, temporarily recruiting two or three people, or even one person starts Internet marketing, and these people are not necessarily doing this full-time , maybe I found a few people from the original sales department who often use the Internet to do Internet marketing on the side. There is no distinction in the division of labor. Employees are allowed to do whatever they want without corresponding rights and responsibilities. In the management of the team, there must also be a reasonable division of labor, and the corresponding responsibilities must be clear to everyone. Only then can the inspection be well-documented, and only then can the responsibility be assigned to everyone, so that the corresponding plan can be implemented.

3. Formulation of effective marketing plans

The Internet marketing plan formulated according to the enterprise's marketing strategy is the soul of the enterprise's Internet marketing. If there is a lack of practical Internet marketing plans, no matter how No matter how hard you try, it will be in vain.

Many companies are indifferent to the setting of Internet marketing goals. They either think that they can do whatever they can, or they think bigger is better. You must know that this kind of thinking directly leads to the inability to inspect the work of Internet marketing, because there is no standard and no one needs to take any responsibility for it. In this case, Liu Yuhan believes that it is impossible to succeed.

4. Effective implementation of marketing plans

After the Internet marketing planning plan is formulated, it is the execution of the plan. If the perfect plan is not implemented, there will be a plan to do Internet marketing. Planning also requires costs, and you need to consider the return on investment. Only timely and efficient plan execution will reduce costs. You must understand that free marketing methods are not just what you think of, and paid ones must be proficient in budgeting. After completing the free marketing methods To effectively control paid promotion, not all visits will create value. Execution determines the cost of online marketing to a certain extent.

In the city of Chengdu, more and more real estate online marketing companies are beginning to use the Internet to spread their corporate image and build corporate brands. There are many companies doing network planning, but the more famous one is Tongheng Interactive, which also has many project cases. At least for now, Tongheng Interactive Culture Communication Co., Ltd., as a professional network planning service company, is not only good at Weibo marketing and crisis monitoring and processing, media relationship management, and is also very good at various online interactive marketing methods such as online hot spot planning and news promotion. Tongheng Interactive Cultural Communication Co., Ltd. has professionals from all over the country, forming a professional team with a good reputation in the industry.

So it does not mean that Internet marketing planning will be successful if you complete the above points, but Internet marketing will not be successful if you do not consider the above factors. There will be many factors to consider for a good plan. With a good Planning and marketing to the details is what matters. Real Estate Marketing Plan 6

1. Market background:

Hangu is located in the eastern coastal area of ??Tianjin and is an important part of Tianjin Binhai New Area. It has an area of ??441 square kilometers and 5 square kilometers. The district government is located Within the jurisdiction of Zhaishang Street, the district has a permanent population of 170,000. Hangu is one of the important chemical industry bases in my country. It has formed an industrial system focusing on marine chemical industry and comprehensively developing multiple categories. There are more than 300 industrial enterprises in the region, mainly salt production, chemical industry, light textiles, and clothing. , metallurgy, mechanical processing and more than ten industrial categories. Hangu is not only an industrial powerhouse, but also a land of plenty, rich in rice, fruits and aquatic products. Among them, Chadian grapes and aquatic products have long been famous.

, the efficiency of enterprises is not as good as before, which also affects the development of Hangu District to some extent. As the new leadership team of Hangu adjusts the local economic structure, the tertiary industry is used as a supplement to the structure of Hangu District, making Hangu a region with a diversified economic structure, thereby ensuring the healthy and sustainable development of the Hangu District economy.

2. Competitor analysis:

Since the development of the Hangu real estate market is in its infancy, the market is highly sensitive to price, and has relatively low awareness and perception of products. Low, so when analyzing competitors, we mainly summarize and compare them at three levels: location, price, and product. We divide them into direct competitors and indirect competitors.

1. Who are our direct competitors in Hangu?

2. Who are our indirect competitors in Hangu?

In the Hangu market, we identify Greenland Renjia, Binhe Community and Fidelity Garden as indirect competitors. The specific reasons are listed below:

Greenland Renjia is located near Tianhua. Binhe Community is located near the Martyrs Cemetery. They are far away from the center of the city. Their relative location advantages are not enough to compete with First City. Although Fidelity is adjacent to First City, its sales are nearing completion, so it does not pose a direct threat to First City's sales;

Greenland Renjia's product planning is a purely southern model and cannot be combined with local living habits Although the product planning of Binhe Community is consistent with local living habits, its product planning and design level are still not at the same level as First City and lag behind First City. The planning and design of Fidelity Garden are still in the form of primary products;

The average sales price of Greenland, Riverside and Fidelity is about 500 yuan different from that of First City. Therefore, in terms of target groups, it is not the same as First City. City forms direct competition.

3. Basic information of competitive projects:

Project name, planned area, average sales price, basic information

Greenland Renjia 1760 community of 270,000 square meters is large in scale and sales The unit price is low. The first-phase development area is 70,000 square meters. The overall community planning and unit design are relatively southern. The sales floors are mainly on the first, second, third and sixth floors.

The 120,000-square-meter 1584 community in Binhe Community is planned to have a central landscape belt, a five-story building form, and no clubhouse in the community. It is adjacent to Ji Canal and the Martyrs Cemetery. It has obvious price advantages, good unit area control, and simple layout. furnish.

Jingtian·Lanyuewan is a 60,000-square-meter, 2050L-type plot of land, separated from the First City by the road. The unit type, price, and supporting facilities are similar to those of the First City.

Analysis: Judging from the ratio of units sold, two-bedrooms account for an absolute proportion. Even the two-bedrooms on the top floor have been recognized by the market due to their lower price, so we have reason to say, The main demand in the Hangu market is for two-bedroom apartments. We still need to pay enough attention to the sales of one-bedroom apartments due to the large inventory. Among the sales of two-bedroom apartments, the main ones are A, B, and E apartments, which are typical classic apartment types with an area between 90 and 100 square meters. This also reflects that the mainstream consumer price of our customers is around 180,000. .

3. Analysis of building sales rate

Analysis: From the analysis of the sales of our project buildings, we can see that a large amount of consumption occurs on the side facing the street and the school. , while the sales of buildings near the central landscape area are average. The reason for this situation is, on the one hand, the on-site sales control, and on the other hand, it is also related to the concept of residence. However, this sales situation also provides strong product support for sales after the landscape nodes are released later in the project.

4. Analysis of area range and total price range of sold products:

5. Brief analysis of early product marketing:

xx’s early media promotion During the process, we mainly communicated to the market the development of Hangu District, Sunchi's brand, project quality, properties and some house types. The promotional activities of its projects mainly include maintaining some old customers in conjunction with the engineering nodes of the project.

In our analysis of publicity and activities, we found three problems. First, there is a misalignment between the promotional theme and customer needs, that is, the promotional content is not highly targeted; second, the appeals at each promotional node cannot become a system and lack support for the project theme; third, the value of the product is expressed in the publicity insufficient.

6. Analysis | Summary:

1. Summary of the market, products, and consumers:

We faced the market, competitors, and products in the front We conducted a brief analysis with our customers. Through the analysis, we came to our understanding of the market, products and consumers in the market. We expressly express it as follows:

Market: The real estate market in Hangu is filled with A large number of real estate projects can basically meet the existing consumer demand in the market in terms of supply alone. In the new year, new real estate companies will enter the market and bring new products to the market. In this way, we It can be said that the Hangu real estate market in 2004 will rapidly grow into a buyer's market with oversupply. For each project in the market, Hangu will be a market where projects can quickly plunder.

Judging from what we know about the sales of various projects in the market so far, although Hangu has entered the buyer's market, although each project has received corresponding recognition in the market, although each competitor The differences between them are large (including products and prices), but none of the projects has become a hot spot in the market, the leader in market sales, and the most lethal project in the market. Under such market conditions, on the one hand, it has left us with an excellent market opportunity. On the other hand, it has also allowed us to reflect on the shortcomings of the work we have done in the past year and the follow-up measures in future work. If we can sum up our experience and lessons in time in future work, adjust our marketing strategy in time, and become the market leader in time, our project will be extremely bright tomorrow.

Products: In the Hangu real estate market, we cannot say that our products are the largest in scale, and we cannot say that our products are the best in just one aspect, but we can say that our products are the best overall. It is said to be the best. Although our sales price is higher than that of our competitors, this price is consistent with its value, which can be seen from the early sales of our products. Although the current market generally believes that our prices are high, that is only a superficial phenomenon. It is just because we failed to make the market recognize the value of our products in the previous sales process of the project. As long as we can make consumers actually feel it, When we see our products and the value of our products, our sales will inevitably increase, our projects will inevitably become a hot spot in the market, and our projects will inevitably become the market leader.

Consumers: In the local consumer market in Hangu, the working-class income class is the main group. This is caused by the relatively single local economic structure. Although the income level of these working-class people is not high, it is relatively stable, which provides them with a material basis for purchasing real estate products. At the same time, because they have a relatively high level of education, their ability to accept new things is also stronger than that of ordinary consumers. This means that they are our target consumer group and the main channel for releasing our product information.