Marketing strategy of real estate marketing planning

There are four major strategies to grasp the price, grade and type of real estate and sell them targeted. First of all, I have a correct understanding of real estate products.
Mou real estate products are different from other special products that are different from other economic items. It has both the commonality of the general commodity and its special characteristics. This particularity is mainly manifested in the following aspects:
1. The combination of real estate products
The combined manifestation of the three aspects: first, the combination of land and houses; second, the combination of non -degeneration and diversity; third, the combination of consumer goods and investment products.
2. Position fixing
a, the market is strongly regional, and the development of real estate should pay more attention to the research of the local market.
b, real estate products are not available in different markets.
3. The heterogeneity of real estate products, that is, individuality
a, cannot be produced in batches. Conditions are created for installment development and rolling development.
b, there is no exactly the same real estate: location (noise, quiet, convenient, environment), building materials, structure and other judgments.
c, the professionalism and complexity of the test detection.
4. The huge amount of real estate goods value
The land is rare commodity. The construction cost of houses is very high and the useful life is long. These two aspects have caused a huge value of real estate.
a, real estate sales are difficult tasks;
b, the importance of professional agents;
C, the necessity of developing the second -hand market and the leasing market.
5. The real estate development policy is restricted and the development cycle is long. There are many related industries
Thenates in real estate products and other products are that real estate products are more restricted by government policies. The development of the real estate industry is influenced by the current policy and will also be affected by future policies.
a, correctly analyze and predict the prospects of the investment area;
b, the accurate judgment of the investment timing;
c, the reasonable choice of investment methods and investment types;
6. The long -term and durability of real estate use
Real estate is quite durable living materials and production factors. Real estate has two life span cycles. Its natural life period can generally reach decades to hundreds of years. But economic life is difficult to determine.
a, understand the needs of contemporary people. In the past, the bedroom was the main bedroom, and now it is the "three big and one small", the double guard, the double hall, and the jumping floor.
b, predict future development, pay attention to the reconstruction of houses.
Since real estate products have the above unique attributes, we must consider the above characteristics when determining its marketing strategy and formulating marketing strategies. And innovation makes it meet the needs of the specific industry of real estate.
2. The profit point of real estate products
The products such as real estate can analyze it into four different levels in terms of marketing strategies. Each level is some caught profit points for developers.
1. The core product is: the house provides people with space and safety. This is an entity and a carrier for all consumption and services.
2. Form product layer: usually refers to the quality, appearance, packaging, brand, design of the product, such as the type, structure, decoration of residential houses.
3. Extended product layer: refers to the service items provided by the product outside the core products and form products. Such as decoration, property management, installation of TV antennas, etc.
4. Potential product layer: developable potential products brought by products, such as parking lots, catering services, special services, entertainment services, etc.
3. The core of product strategy
Who serves to who (who consumers are): product positioning. Perform the correct product positioning: to solve the question of who serves. Many aspects of decision, such as product differences (quality, function), image differences (brand names, big companies), price differences, location differences, etc. In short, product positioning reflects the competitiveness of the company or product. Such as the answer of the President of Labor Watch.
When the company is doing product positioning, it must show the market positioning of their choice through all words and deeds, and resolutely avoid the following three possible positioning errors:
1. Low positioning: If the positioning is too low, the consumption will be blurred by the positioning of the company, and it will not be seen what is different from other companies.
2. Excessive positioning: If the market positioning is too high, consumers have a strong impression of a certain product of the company, and ignore the attention of other products. At this time, it is possible to lose many potential customers.
3. Positioning chaos: If the positioning occurs chaos, it will make consumers aware of the company's image and products. At this time, consumers will have a sense of attentiveness and lose their desire to buy.
Per accurate product positioning cannot be separated from the correct market analysis. Market analysis made through various means of market research must be able to answer the following 5 questions:
1. Who is consumers
2. What do consumers buy (sample)
3. When will consumers buy
4. What is the purpose of consumers to buy
(5) How consumers buy
4. Product portfolio and optimization
The product portfolio strategy is a decision on corporate product varieties, specifications and production ratio based on real estate enterprise development and economic capabilities and market environment. It is generally determined from the breadth, length, depth and viscosity of the product combination. The breadth of the product refers to the type of product; the product length refers to the sum of the different forms of the product (such as the multi -layer, high -rise, tower, board, etc.); the product depth refers to How much is the architectural style; product viscosity refers to the degree of interrelationship between the products in the final use, development and construction conditions, sales channels or other aspects.
Be product portfolio optimization is on the one hand to select the product variety structure that can most meet the needs of the market, the company's profit and the best corporate product product structure, and on the other hand, according to the market changes, continuously adjust the product structure, develop new products, rectify and improve old products to improve old products , Make the company's products suitable for the road.
In addition, product naming is also part of the content of the product strategy (slightly). 1. Price strategy
It in the marketing portfolio, the price is the only factor that can create benefits. Other factors only affect costs. Many real estate companies fail to properly handle pricing issues. The most common disadvantages are: the pricing emphasizes cost -oriented; the price cannot be adjusted according to market changes; other factors that have been separated from the marketing portfolio Elements; no price adjustment according to different product varieties and market segments.
several common pricing methods:
1. Based on theoretical prices and determine reasonable housing prices based on the supply and demand status of the market. Cost -oriented pricing method.
2. Competitive guidance pricing method.
a, the market pricing method. This method is relatively small, especially for small and medium -sized real estate companies. Due to limited competitiveness, this method is more secure.
B, competitive price pricing method. It is a pricing method for active competition, which is generally used by strong or unique real estate companies. When pricing, compare the price of competitors with the estimated price. The molecules are higher, lower, and consistent, and then compare the product quality, cost, product service and competitive enterprises of the enterprise, and analyze the causes of the price difference, so as to thus cause the price difference, so as to thus cause the price difference, so as to thus cause the price difference. Find out the characteristics and advantages of the product, and determine the price of the product according to the pricing target.
several common pricing strategies:
1. "Titality" pricing strategy. That is, the price of the sale price. When real estate business companies sell commercial houses, they first sell a small amount of commercial houses at a lower price. If there are many people buying a house, the price can be increased; if the price is increased, the price will not be required, and the price can be increased in the future.
2. Discount strategy. In order to accelerate the return of funds, real estate developers often give customers a certain price discount, which is achieved through different payment methods. Such as purchasing several house discounts, first purchase discounts, house purchases, one -time payment discounts, and so on.
3. Different pricing strategy. Different customers stipulate different prices; different prices for different uses; different prices for different times.
4. Psychological pricing strategy. Tail number strategy; integer strategy; brand pricing strategy, etc.
several common price adjustment methods
1. Adopt continuing quotation pricing. The company decided to formulate the final price when the product was made or delivered, which is quite common for the construction industry with a long production cycle.
2. The company requires customers to pay at the current price and pay all or part of the expenses that cause growth due to inflation before delivery. In the long -term construction project, many contracts have automatic adjustment clauses.
3. Reduce discounts and uniform prices. The company's reduction of housing sales is commonly used in cash and quantity discounts, and instructions that their sales staff cannot be priced at the price quotation of the business for the business price.
2. Price control
The most substantial content of real estate marketing is price control.
The orderly settings of the price should be arranged in advance. The general plan is to set up the four prices: the opening price, the top price, the completion price and the check -in price, and set the sales ratio that is compatible with this price.
The basic principles of the price are: gradually improve and retain room for appreciation.
The cases of price control should be strictly avoided: the first case is the price decrease; the second case is shorting the price; the third situation is that the appreciation is too fast and the price space is lacking. The purpose of real estate promotion is to shape the image of the product through a detailed introduction and vivid description to stimulate the desire to buy. There are currently three common promotion methods in my country:
one is advertising. Advertising is the most effective method for real estate promotional methods. Real estate advertising generally requires violent and concentrated effects, and it has an immediate effect. Therefore, when implementing advertising strategies, you can consider street signs advertisements, television advertisements, newspapers and magazine advertisements, etc. to strengthen or turn in turn.
The real estate advertisement is divided into three types:
The first is goodwill advertisement. It emphasizes the establishment of the image of developers or agents.
The second is project advertising. It establishes the reputation of development areas and development projects.
The third is product advertising. It is an advertisement for the sales of a real estate project.
In addition, there is a sample room, which is a kind of entity, visible ads.
It is the real estate exhibition. This is also a promotional method. It has attracted the interests of customers through the model exhibition of real estate products, the introduction of design drawings, and distribution of publicity bosses.
The third is personnel sales. This allows salesmen to face the needs of customers face -to -face and answer customers' questions. It is targeted to sell. Because real estate commodities gather land, development, construction, finance and other knowledge, it is a special commodity. Therefore, such salesperson is often held by real estate agents, agents or on -site sales receptionists.
It excellent management and thoughtful services are an invisible advertisement, which will definitely promote sales. From the perspective of the sales of commercial housing, it is mainly divided into two types: developers' own sales and commissioned sales agents.
1. Developers sell themselves
The due to the entrusted sales agent to pay a certain agency fee, sometimes developers are willing to sell themselves in order to save this agency fee. Generally, developers can consider selling themselves in the following three cases:
1. After many years of development in large real estate development companies, they have their own special marketing teams, regional, national, and even worldwide sales networks. They have rich experience in promoting their own projects.
2. The real estate market has risen, and the project developed by developers is very popular among investors and home buyers, and developers are expected to rent and sell them soon after the project is completed. For example, the micro -profit commercial houses are currently in the country; office buildings and paving houses that are not in short cities, plant and warehouse houses in industrial parks and development zones. These commodity houses should be different in demand, and the market is optimistic. In this case, sales are relatively easy, and the development company must sell themselves.
3. When the projects developed by developers have clear sales targets, there is no need to entrust the rental agent.
2. Entrusted sales agents
Sales are professional work. Effective promotional activities mainly bring the benefits of developers far greater than the costs paid for this, such as increased sales price, short sales period, and considerable economic benefits.
The real estate sales agency is usually familiar with market conditions. It has the advantages of information advantages, experience advantages, many sales channels, and many advantages of full -time sales personnel. Especially for mature and excellent agents, their knowledge of market pulse waves can be used to create hot spots and guide consumption through planning, to provide developers through planning. very good.