How to be an excellent real estate sales manager? A professional marketing team needs a group of professional sales managers. How to select and train a group of sales managers with good quality, strong ability and vigor is a magic weapon for real estate professional institutions to win the market.
First, the standard of real estate sales manager
1, loyal and reliable, willing to contribute, everything is based on the interests of the company, loyal to their duties, and do not abuse power for personal gain. 2. Dare to manage, be good at management, do your best and do your duty. 3. Fairness, justice, equality, broad-mindedness, tolerance, kindness to others and meritocracy. There must be a fair measure. 4. Positive, enthusiastic and energetic. Infect your subordinates with your enthusiasm and care about their work and life. 5. Good business skills. Train business people, help sales people make bills and answer customers' difficult questions. 6, has a unique personality charm.
Second, how does the real estate sales manager conduct daily sales management?
1, image management of real estate: the quality of real estate image directly affects customers' buying mood, and the management of real estate image can be managed from the following two aspects. A. Static: The environment and articles at the real estate site should be kept neat, clean and orderly, giving people a comfortable feeling. B. Dynamic: The behavior and words of the sales staff of real estate should be warm and polite, respect customers and give them a feeling of being at home.
2. Real estate personnel management: through the understanding of sales staff, cultivate and tap their potential ability, establish and enhance team spirit. A, understand the different personalities of subordinates, pay attention to give full play to their advantages, and adjust the working state of subordinates to the best. B, adhere to principles, dare to manage, establish good interpersonal relationships, enhance team morale, resolve conflicts, and deal with the black sheep C, implement the company's attendance and inspection system, never let it drift, and urge subordinates to abide by the company's rules and regulations. D, in view of the problems existing in personnel, conduct targeted personnel quality training, rectify the sales team, and establish a healthy atmosphere.
3. Real estate sales management: The quality of sales management is directly related to the sales results. The sales manager should formulate a feasible management system according to the situation and characteristics of the company and the real estate to ensure the smooth sales. A. On-site reception: ☆ Receiving new customers (telephone customers, visiting customers). ☆ Reception of old customers (reception of acquaintances and friends). ☆ Customer ownership principle. ☆ Strict management, adherence to principles and mobilization of team enthusiasm. ☆ Dealing with customer ownership disputes. B. Customer management and follow-up: ☆ Answer customers' difficult questions. ☆ Collect customer information, do a good job in customer analysis and tracking. ☆ Establish customer cases. C. Sales process: ☆ Sales control: ☆ Determination of sales control personnel. ⊙ Time and purpose of sales control. ⊙ Number and amount of controllable units. ⊙ Release processing of sales control unit. ⊙ Handling of replacement unit. ⊙ Treatment of pile. ⊙ Handling of sales control errors. ☆ Transaction: ⊙ Apply for discount and appoint the person in charge. ⊙ Close the signing procedures of customers and review and management of contracts. ⊙ Collect the down payment of customers' on-site transactions and manage the documents. ⊙ Supervise the sales staff to follow up the down payment of the transaction person and sign the real estate sales contract. D. Training: ☆ Pre-sales training: organizing market research, analysis of this project, analysis of neighboring comparable projects, sales skill training, simulated sales process and performance evaluation. ☆ Training in sales: training for the problems in the sales process, clarifying the purpose of each stage of sales, and solving the problems in the sales process in time. ☆ Targeted training: Targeted training for special problems in the sales process. E. Summary: As an excellent sales manager, you should be good at summarizing your work. ☆ Make a sales plan and define the sales tasks in the next stage. ☆ Summarize the sales situation, and carefully summarize and analyze the sales situation of the previous stage from the aspects of sales situation, personnel situation, customer situation, cooperation with developers, surrounding market situation and cost control.
4. Real estate information management: The feedback of sales site information plays an important role for the planning team to formulate and adjust the real estate sales strategy. It is the unshirkable task of the sales manager to collect information and provide first-hand information for the company. Information sources can be obtained from the following aspects. A. Customers: Understand customers' various reactions to the property, such as opinions or suggestions on apartment type, area, supporting facilities, price and payment method. It can also be edited in the form of questions and answers. B. Sales staff: Understand the opinions and suggestions of sales staff, and conduct real estate analysis and feedback on the information of surrounding real estate surveys through sales staff.
5. Coordinated management: It is impossible for the sales department to exist independently without other relevant departments, and it is also important for the sales manager to coordinate all aspects. A. communication with developers. B. communication with planners. C. communication with the company's leading departments. D. communication with the financial department. E. communication with subordinates. F. communication with customers.
Property buyers can often see the following words in the sales advertisements at the end of the property: launch the boutique reservation unit grandly. If those reserved units are just leftover goods, is this advertisement suspected of deceiving the audience? If those reserved units are really the treasures of real estate developers, what were they called at the beginning? Sales control? Is it true that the unit will not sell? Sales control? It's already sold. Is this for those who bought it first but couldn't get it? Boutique retention unit? Is it fair to buyers? Does it involve the right to know about personal consumption? Is the sales control only to prevent the apartment from living poorly, while maintaining the rhythm of sales payment?
The author tries to make the following analysis: 1. What is the sales control of real estate? In the whole process of real estate marketing, we should always keep good houses and put them on the market in a certain proportion according to the market changes in different time periods, which can effectively control the houses. When the good houses are listed in the later period, they are in the period of rising prices, and good economic benefits can also be achieved. This is sales control. Of course, there is also a simple definition in the industry, that is, first divide each sales unit into three or six parts, then launch this part in stages according to the pre-judgment, and then get the proportion of various sales units to be launched next time according to the elimination situation. It is required to leave a good apartment that can appreciate and prepare to raise prices. However, this division has a strong emotional component. When it comes to the lead-in period, opening period, strong sales period, duration period and closing period, it depends entirely on personal experience and has considerable sales risks. Therefore, most of them are the practices of new planners, and mature developers generally do not adopt them.
2. The background and function of sales control. Sales control is a shortcut to maximize the profit of the project. Real estate is different from other consumer goods, its production cycle is very long, and the supply cannot be adjusted after the market demand changes, so it can only be fine-tuned through sales control. It is not a good thing that a project was robbed at the opening, which only shows that the price is low and the developer did not get the maximum sales revenue. Therefore, it is necessary to control the sales rhythm, arrange a reasonable supply ratio in the pilot period, the opening period, the sales boom period and the closing period, and maintain a certain area, good or bad, high or low ratio in each period to achieve balanced sales.
If the market demand of a project is uncertain, or the planning and design are unscientific, then only marketing planning and sales control can save the project. Real estate is related to people's ultimate needs, and there are too many influencing factors. The probability of not grasping the market demand is very high, and the construction result cannot be adjusted. Then sales planning and sales control have become one of the core competence factors that affect the survival of developers. Generally speaking, there are two ways to formulate real estate price strategy. Go low and go high? And the second one is? Go high and go low? These two pricing strategies are really formulated for different properties.
2. 1、? Go low and go high? Sales control of pricing strategy: adoption of pricing strategy? Go low and go high? Real estate should develop a rising price trend in different time periods. What is the principle of price control? Go up step by step, leaving room for appreciation? This will attract investment and consumption. At the same time, the change of floor price difference is not linear proportional change, but according to the curve of psychological demand, which changes irregularly with the change of psychological demand. Based on time, we can control the time according to the progress of the project and other different time periods, determine the corresponding sales volume and price, and focus on marketing around the demands of this time period, so as to master when and how to control what and produce synergistic benefits. Sales control, price control and time control are closely integrated, coordinated and price sensitive. Open lower? Does not mean that the company's economic interests are damaged. Just a future strategy? Go to the heights? This needs to be closely combined with sales control, and whoever has the quantity can control the price in a certain proportion of the market. As time goes by, the price will be constantly adjusted according to different time periods, and different sales will be released according to different time periods. Then the whole marketing process is a perfect marketing control process.
2.2、? Go high and go low? What is the sales control of pricing strategy? Skimming mode? The market is positioned as a high-income group, and the demand elasticity is small. It is characterized by high staged profits and quick capital recovery. Its scope of application is large companies with good strength and reputation. New, strange, special? The concept of high value-added property. For example, Tiantai Group in Qingdao often adopts this tactic. 3. How to realize sales control (sales control process) Sales control management needs the following measures to improve:
3. 1. sales control table: display the sales progress of a single building in an intuitive way, provide the detailed information and sales situation of the rooms you need to know, and generate a payment schedule and a mortgage contribution table according to the selected simulated payment method, so as to facilitate customers' detailed understanding and analysis.
3.2. Sales control summary: intuitively display the sales progress of all buildings, and at the same time, you can also view the room and owner information.
3.3. Sales registration: manage and register room sales, including subscription information, contract information, property rights information, payment information, etc. , which can be declared online after the contract information is entered? Send contract information? Send the contract information to the Land and Resources Bureau for contract registration and obtain the pre-sale contract. After obtaining the pre-sale contract number, you can use the contract printing function of this module to print the pre-sale contract without going to the Land and Resources Bureau for online printing.
3.4. Check-out management: manage check-out processing and inquiry in the sales process.
3.5. Arrears collection: handle the payment collection and arrears collection in the sales process, and print the list.
3.6. Trading customer management: register and manage the detailed information of trading customers, which is convenient for the company to analyze and understand trading customers, so as to serve trading customers to the maximum extent.
3.7. Sales statistics: statistics of the company's sales, which can be displayed visually in a graphical way.
3.8. Sales statistical reports: View and print various reports needed in the sales process, and real estate companies can make various reports according to their own needs.
3.9. In addition, there is another problem that cannot be ignored, that is, sales discount. Enterprises must pay attention to the core customer base, maintain an honest price policy and formulate a systematic pricing mechanism:
3.9. 1, low pricing, low discount. This kind of pricing is closer to the actual price, giving the first impression that it is more practical, that is? Can the price reflect the value? Low water content, easy to leave a good impression on customers. This strategy leaves a lot of room for later sales. When it is necessary to raise the price, you can raise the price directly. When the original price is too high and the sales are unfavorable, there is no need to directly reduce the price, just increase the discount range. Is this method consistent? Up and down? The principle of price adjustment is based on
3.9.2. High pricing and low discount. Overpricing is easy to scare away some customers and buy? Good quality and low price? It is a common psychology to own real estate, but this combination of price and discount is not easy to handle. When the price rises, it will obviously increase the sales resistance, while when the sales are not smooth, it is not obvious to increase the original discount rate, which will also bring many negative effects and violate? Up and down? Principle.
3.9.3. Medium pricing and medium discount. This is a compromise sales control combination, which has advantages and disadvantages.
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