Real estate advertising planning program 5
Planning program, is the planning results of the performance of the form, usually in text or graphics as a carrier, the planning program originated from the initial idea of the proposer, the end of the program implementer's hand reference, I bring you the following real estate advertising planning program, I hope you like it!
Real estate advertising planning program 1First, the purpose and significance of full marketing
Full marketing is an important means to promote the marketing work of our company, promote full marketing within the company's purpose is to give full play to this form and mobilize the enthusiasm of all employees, to achieve better economic benefits, advocate staff love and dedication, to create a united and collaborative, hardworking and positive, everyone promotes the work atmosphere. The working atmosphere.
Second, the implementation of methods
1, the program to take the "full marketing, more sales, more money" approach. Employees need not affect the normal work.
2, the scope of application: all from the company's general manager of the following employees in the company's real estate projects developed by the purchase of residential or store, are applicable to this program. (Sales Department is not involved in this program)
Third, the sales process
① Employees are responsible for providing customers with the purchase of real estate involved in the location, type, size, price, delivery date, property management, breach of contract, and other relevant information and consulting services.
② employees are responsible for urging customers to pay on time in accordance with the provisions of the payment (deposit, down payment, one-time payment, installments, mortgage loans and later fees, etc.).
③ Employees are responsible for leading customers to the Finance Department to pay cash or for transfer procedures, individuals may not handle cash.
④ contract filling by the Finance Department sales administrator, the staff in collaboration with the customer **** with the completion. The sales administrator is responsible for filing and storing the signed contract.
⑤ For customers who need mortgage loans, the sales administrator will assist them in completing the loan procedures.
⑥ The staff in charge should communicate with the customers and explain to them the relevant national policies and regulations as well as the temporary regulations of the company.
⑦ The completion of the above work is considered to be the completion of the sales work.
Fourth, the performance of the commission
1, in accordance with the provisions of the company, for different buildings, different forms of property (stores, residential) to develop a different sales commission rate.
Residential: commission rate of 0.8%, store commission rate of 0.5%.
Performance commission = total contracted house price × rate
2, the sales work is completed, the staff can go to the company's Finance Department to receive performance commission.
V. This program (draft) from the date of publication on a trial basis.
___ Real Estate Development Co.
Real estate advertising planning program2
Activity Theme:
Joyful holiday, phase "benefit" in (project name) (alternative theme a)
I and () have a date.
(Project name), we have an appointment "benefit"! (Alternative theme III)
Activity form:
Forum, product introduction
Activity time:
May 01, 20__ - May 01, 20__
Activity place:
(Project name) sales center<
Summary content:
Thank you to the old customers to develop new customers
Activity background
(Name of the project) is located in the core of the Hunnan New District, only 100 meters south from the Olympic Sports Center, close to the Hunnan Avenue in the north, east of Fumin South Street, the west adjacent to the Shenyang International Convention and Exhibition Center, the traffic is convenient, complete supporting facilities, it is the ten million households affordable choice. In this season of butterflies and flowers dance, (project name) harvested the majority of owners of the praise, the owners harvested the warmth of home, (project name) is hereby held a come (project name) home ownership cheerful May Day activities, aimed at enriching (project name) customers amateur, entertainment and cultural life, thanks to the old customers, to explore new customers, consolidate the (project name) home ownership of the brand image.
Purpose of the activity
1, through the organization of a series of activities to increase the visibility and reputation of (project name) real estate products.
2, through the activities of the implementation of the accumulation of sources of customers, triggering the project so as to achieve the ultimate sales purposes.
3, show (project name) real estate concepts and services, thanks to old customers, expanding new customers.
Pre-activity arrangements
1, the arrangement of activity executives.
2, hosts, dancers singers and other arrangements in place.
3, welcome personnel in place.
4, on-site activities need to prepare the content of the material and the placement of cold food.
Indoor activities
1, May 1, the day, there are famous real estate program hosts brother and sister kan housing in the (name of the project) sales center site in the form of real estate forums, for everyone to explain (name of the project) the advantages of the project, the detailed explanation of the product, for (name of the project) to set up a good brand image, to expand the publicity surface.
2, May 2 by the famous program host Yiming together with the famous feng shui masters, for the site guests from the feng shui point of view interpretation of the (project name) project unique features, so as to attract the intention of the customer to the product to produce tendency, so as to achieve the ultimate sales purpose. 3, May 3 by the famous radio host Cai Hao, together with the Times Business Daily, Shengjing Portal real estate channel senior editor-in-chief composed of "(project name) bargaining group" to do you buy a house I cut the price of the activities on-site for everyone to explain the advantages of the (project name) products at the same time to help buyers to cut the price of the lowest prices, so as to increase the intention of the buyers! The company's sales team has been working hard to achieve the final sales goal.
Outdoor activities
Come to (name of project), look at the stars, drink beer, eat fried chicken
1, outside the square to place a bouncy castle, the collection of all the children's happiness, will be with the children to go with the parents to stay in the (name of project), to feel the beauty of living in (name of project).
2, the outdoor stage, invited the famous band to sing, increase the interactivity with customers, create momentum in the outer square, to attract traffic.
3. In the evening, invite everyone to come to (project name), look at the stars, drink beer, eat fried chicken, while watching the wonderful cultural performances, and interact with everyone to enhance the atmosphere of the event.
DIY production, fully upgraded, more types, play a variety of ways, more convenient to entertain customers' spare time.
DIY handmade soap, let customers give full play to their imagination, in the process of design and production to bring a sense of achievement, increase the fun of the activity, bring a good impression. Children's DIY kites, allowing (project name) owners' children to portray a wonderful summer in a colorful world, thus increasing the motivation to participate in the activities.
Tea break
Historically, the activities of (name of the project) have attached great importance to the quality of the dining area and the variety of food, this activity we upgraded again on the basis of the past, providing customers with cold drinks, fruits, cakes, etc., to truly not only let the customers to enjoy the eyes, show the colors, and then feast, and forget to go back.
Real estate advertising planning program 3
1, product research
Only a full study of the property, in order to find out the weaknesses and strengths of their own, review the product, and correctly meet the market in the appropriate position. In this way, we can prescribe the right medicine to give full play to the advantages of the product on the basis of rationality, planning to be effective.
(1) the positioning of the property;
(2) building, supporting, price advantages and disadvantages of the analysis;
(3) the analysis of the target market;
(4) the characteristics of the target customers, the analysis of the purchasing behavior;
2, the market research
Perhaps some people say, real estate projects rely on experience, but it must be known, the purpose of market research from the sensibility of the market. The purpose of market research is to combine the experience of sensibility with the ever-changing and subdivided market information to enhance the rational level, scientifically and effectively predict all the problems that will arise in the planning and promotion process.
Under the competition of market economy, closed-door planning or superstitious experience will not work after all.
(1) analysis of the general situation of the regional real estate market;
(2) definition of the main competitors and SWOT analysis;
(3) comparative analysis of the properties that are currently in a period of strong sales;
(4) and the analysis and assessment of future competition.
3, the positioning of the plan
Positioning is a theme of all advertising behavior carried out, like a center of the circle, through the project's research, the development of the positioning of the property, refining the USP (Unique Selling Proposition), put forward promotional slogans, so that the property highlights its distinctive sales selling points.
Find the most representative of the target customer's understanding of the family and lifestyle as a creative element, as the tone of the advertisement, and amplified in an artistic way, so that the advertisement has more image power, sales power.
4, the promotion of the strategy and creative ideas
Real estate advertising, some decision makers are where to go, where to do, neither time schedule, more cycle concept. When there is no obvious advantage of the property, the competition appears to be fierce, then the hands are busy, grumbling.
Real estate advertising must be effective, economic principles, strategic, planning.
5, communication and media strategy analysis
Some people say that half of the advertising money spent on media is wasted. Indeed, only to play a good media efficiency, in order to make the limited advertising funds to receive the maximum economic benefits, advertising agencies for customers to select, screen and combine media is to maximize profits for customers.
Integrated communication is centered around the established audience, to take a full range of three-dimensional communication, in the shortest possible period of time for the property to establish a clear image, and to continue to build a consistent image of the brand.
(1) The effect and coverage targets of different media;
(2) Analysis of newspaper advertisements of different kinds, time and length;
(3) Analysis of magazine advertisements of different kinds, time and length;
(4) Analysis of TV advertisements of different TV stations, time and column;
(5) Analysis of radio advertisements in different radio stations, different time slots and different columns;
(6) Analysis of DM in different areas and in different ways of newspaper clips;
(7) Analysis of outdoor or other media;
(8) Analysis of different forms of media combinations.
6, stage promotion of the overall strategy
Real estate advertising, some decision makers are where they think, where they are, there is no time schedule, not to mention the concept of cycle, in the face of fierce competition in the market, it is always in a passive state, and can only complain that the advertisement is ineffective.
Standardized marketing is a systematic project for the promotion of real estate, according to the market reflection combined with the construction progress, for competitors, the formation of a set of effective and economical stage strategy is particularly important.
7, stage advertising and media publicity
Real estate stage advertising to tap into the memory point, find the point of interest, grasp the support point, guided by stage goals, the implementation of a full range of powerful advertising campaign, the reasonable use of outdoor media, print media and public **** communication media, which have the advantages of the three sets of car criss-cross, integrated communication.
(1) the focus of the advertisement;
(2) the theme of the advertisement and expression;
(3) the creativity and production of various types of media advertisements;
(4) the form of media releases and frequency;
(5) the strategy of the integrated dissemination;
(6) the agent of media releases.
8, the stage of the promotional activities of the strategy
The biggest purpose of the promotion is, in a certain period of time, in a variety of ways and tools to stimulate and strengthen market demand, to achieve the purpose of sales promotion.
(1) the theme of the promotional activities;
(2) the planning and implementation of promotional activities to supervise;
(3) promotional activities and sales execution of the guidance, advice;
(4) the effect of promotional activities to assess and summarize the market reflection.
9, stage public **** relationship strategy
Good at borrowing a variety of social events to create a property news gimmick, and the use of the news media to report, hype, so that the property can be publicized, and can establish a unique image.
10, regular advertising effect tracking and feedback
Advertising effect monitoring is a test of the economic, social and psychological benefits of advertising behavior. And market feedback information at the same time also on the next round of advertising behavior of the amendment to adapt to the increasingly changing market, a road, go to the black is often to go to a dead end.
11, regular tracking of competitors' advertising
The so-called know what they know, a hundred battles not mishap. In marketing, to monitor the competitors' every move in a timely manner, for marketing competition can do to grasp the opponent's movements, to prevent in advance, but also for the opponent's marketing variables can be timely response and response.
12, the promotion of cost budget and cost monitoring
Advertising budget for each of the careful calculation, should not simply stay in the advertising program to cut down on the project cost of the project above the price, but should be throughout the marketing decision-making in each step of the whole, throughout the advertising cycle of the meticulous arrangements, throughout the advertising theme of the effective grasp and effective choice of advertising media. Because a decision-making mistakes, often offset dozens of bargaining all the proceeds
Real estate advertising planning program 4
First, the concept of real estate activity marketing
"real estate activity marketing", that is, in the process of real estate promotion. Through careful planning, with a distinctive theme can cause a sensational effect, with a strong news value - a single, or a series of combined marketing activities to achieve a more effective brand communication and sales promotion; it is not only a set of advertising, sales promotion, public relations, promotion and other marketing tools, but also built on the brand marketing, relationship marketing, data marketing based on a new marketing model. It is also a new marketing model based on brand marketing, relationship marketing and data marketing.
Second, the real estate activity marketing background
Throughout the history of real estate development, the formation of the concept of real estate activity marketing is not overnight, depending on the different stages of its development, can be roughly divided into the following three levels: before 1994, the real estate market is not yet mature, the activity of the marketing seems to be an out-of-the-way word; 1994-1998, when the billions of square meters of vacant housing In 1994-1998, when billions of square meters of vacant houses hanging in the minds of every developer, real estate activity marketing has become one of the most fashionable concept; 98 years later to the present, due to the increasing competition in the real estate market, real estate activity marketing is y rooted in people's minds, and began to "product marketing" to "service marketing" and "customized marketing". "Customized marketing" transition, but the interpretation of its understanding of the phenomenon is still mixed, good and bad.
Third, the development of real estate activities marketing stage
1, promotional activities - simple product promotion activities, at best, but a skill technique, is a local modification of the initiative, and its success with the occasional, the benefits are limited to the product itself. Browse the real estate market in 1995-1998, most of the ideas and tricks are disguised concessions behavior, its dazzling also mostly short-lived.
2, marketing planning - relatively organized, systematic marketing behavior, is based on the market on the basis of the original product modification and packaging, the development of meticulous advertising plan and be strong through the implementation. Relative to promotional activities, is a qualitative leap, is a sign of maturity of the real estate market forward, and its success is built on the basis of the optimal allocation of resources due to the market.
3, marketing strategy - is a real estate enterprise all-round, three-dimensional higher level of marketing behavior, not only refers to the enterprise's marketing decisions, but also focuses on the activities of marketing concepts throughout the enterprise's business behavior of every link and every detail, including business philosophy, organizational structure, community ecosystem and neighborhood The best way to do this is by meeting the needs and desires of the buyers, and by taking into account the interests of the buyers, the interests of the company, and the social benefits of the best marketing plan.
Summary:
Throughout the development of real estate marketing activities, it is clear that the activities that can be integrated into the overall marketing strategy is undoubtedly more in line with the trend of the times. However, the current status quo is that the three levels of real estate activity marketing still co-exist with each other, **** the same development, they are in different degrees to serve different real estate enterprises.
Fourth, the real estate activity marketing strategy analysis
Real estate marketing "activity marketing" strategy, is based on the uniqueness of its product sales, arduous, to create a more intense and efficient "information transfer" means, as far as possible to achieve the property sales in a short time, high efficiency. The first is to create a more powerful and efficient means of "information transfer" to realize the short time and high efficiency of the sales of the property.
First, the "activity marketing" strategy, to strive to convey the unique content of the property information - that is, the property has the scarcity of information. The first is to try to convey the unique content of the property's message - that is, the scarcity of information about the property. In a piece of raw land, activity marketing shows its unique effect.
Second, the way of information transfer must be unique, wonderful - that is, as far as possible to cause a sensational effect. In order to obtain the efficiency of information transfer, real estate product information transfer, we must create a sensational effect of the "news event", with a high degree of originality of the characteristics of the activity, with a unique "form", high-intensity stimulating characteristics, so that consumers are interested in the "activity".
Third, the object of information transfer should be "accurate" - it must be for the specific public.
A product for the "public" and the general public is not a concept, those who are likely to become consumers of the product, the product is the corresponding public.
Fifth, the common real estate activities marketing techniques listed
1, according to the market real estate activities marketing presentation status --- that is, horizontal by the market surface
(1) product presentation - the purpose is to through a very interactive presentation, developers, architects, landscape architects, cooperative businessmen, etc., to take turns on stage, on the housing product, and then the product will be the first time. Taking turns on the stage, a full range of speeches on housing products, the details in the property, supporting facilities, the concept of conveying to the owners and potential customers.
(2) customer activities - in the real estate property sales throughout the time series, select one or several key nodes, install the "engine", "booster", organize various types of promotional activities, and the "engine", "booster", "booster", "booster", "booster", "booster", "booster" and "booster". To organize various types of promotional activities, that can be separate and can also be linked into a whole such as cultural week, real estate festival, in order to give a particular property brand building or sales work together to accelerate.
Real estate advertising plan 5
A real estate marketing plan design content
1, the style of the design
House building can give a very deep first impression of its style type if it can meet the customer's preferences, then the results of the youngest marketing will be more prominent. In the style of marketing design, marketers can recommend the appropriate architectural style for different customer groups. For example, from the point of view of today's cultural trends in our country class composition, most middle-aged customers prefer European Western-style architecture, some love the Chinese style of young people are keen on Chinese rustic style building, which needs to be distinguished in the design program.
2, the design of the environment
The environment referred to here is mainly in addition to the main building part of the environment, including green belts, groves, water features, pavilions, etc., this kind of environmental factors can be a real estate area to bring a good landscape to generate the role of the customer from the depths of the heart to feel the pleasure. In terms of the environment, the marketing design program can capture the needs of contemporary customers for green hills and green water, focusing on the ecological part of the environment, but also highlighting some of the valuable flowers, birds, fish and water in the environment, so that the customer can feel a stronger natural atmosphere, artistic atmosphere as well as noble atmosphere.
3, house type design
In the real estate marketing process, the house type is often the most concerned about the customer, because the house type directly determines the type of daily life of the residents as well as the needs of life. For different customers, the corresponding different types of households, such as middle-aged customers may be a family with a large population, the activities of space requirements are also larger, you need to ventilate, good lighting, large households. In addition, some customers may be more inconvenient to their own activities, so it is more suitable for the bedroom and bathroom distance closer to the house type, so as to facilitate daily life.
4, the design of the property
Property belongs to the real estate marketing "after-sales service" part of the quality of service on the property of the customer to produce a feeling of extremely far-reaching impact. Especially in recent years, the real estate industry is very popular, customers are more concerned about the quality of the property, so the marketing plan needs to be designed from a number of aspects of the characteristics of the property, so that customers can be more intuitive to feel the level of property services. For example, the efficiency of the property service work, the attitude of the property service, the composition of the property service personnel and the highlights of the property service, etc., can be highlighted in the design of the property features, multi-pronged, so that customers can rest assured that the property.
Second, the real estate marketing plan to practice points
1, pay attention to the marketing plan as the basis
After the completion of the program design, the marketing staff will need to follow the detailed design of the program to implement the specific marketing work. In general, the practice of marketing programs need to be strictly in accordance with the design of the content involved, so that the marketing work can be more scientific and rational, to ensure the quality of marketing. Especially for some of the design quality is very high marketing program, only fully practiced, can reflect the advantages of the program, for marketing work to bring unique advantages. Usually marketers as long as they can follow the basic principles of the design program as well as the content, that the marketing quality of the "minimum standard" can be guaranteed.
2, pay attention to the appropriate adjustment of the marketing program
Real estate marketing work due to fluctuations in market conditions and rapidly changing, it is likely that a period of time before the more applicable marketing programs, to the present is no longer applicable. For this situation, in the practice of marketing planning program, the need for timely feedback to the design stage, the marketing program design adjustments, so that it can keep up with the rhythm of market changes. Especially in some large-scale real estate marketing, the customer population spanning a large number of different household styles, more need to adjust more types of marketing programs according to the specific circumstances of the actual practice. For example, the marketing program for young customers, in the guidance of the marketing work for older customers may no longer be applicable, if in accordance with the inherent marketing program, it is likely to make the marketing work to produce negative effects, and even leave a negative impression on customers.
3, pay attention to the rich marketing measures
Real estate marketing is a profound study, according to the design of the program to practice the work or according to the work of the feedback adjustment program, is only the most basic content of the marketing work, on this basis, real estate developers to enhance the quality of marketing work, but also need to further enrich the marketing measures to achieve the diversification of marketing means. Diversified marketing measures in many places have been more successful application, such as the establishment of communication channels for customers, so that customers can easily through the network, telephone, SMS and other ways to put forward their views, in order to identify the shortcomings of the marketing work. In addition, can also be added to the humanized care for each customer, such as in the days of great significance to the customer, for the customer to send the marketing team carefully prepared gifts, so that the most effective way to let the customer feel the warmth, improve the quality of marketing effect is very significant.
Conclusion:
The real estate marketing work contains the learning of the vast ocean of smoke, not just a word can be said, the marketing staff need to accumulate in the daily marketing work, and constantly summarize, to be able to steadily improve the level of marketing services. Especially in today's real estate marketing market under the background of large changes, it is more important to understand the program on the basis of the marketing planning program, practice the program, according to the specific situation of the implementation of targeted marketing work, and enrich the marketing means, so that customers in the marketing work under the influence of the choice of the most suitable for their residence.