Summary of real estate promotion activities (1) Activity background:
Zhuzhou, located on the bank of Xiangjiang River in eastern Hunan, is 50 kilometers away from Changsha, the provincial capital, with a total area of 1 1262 square kilometers and a total population of 3.72 million, including an urban area of 60 square kilometers and an urban population of 759,000. It has jurisdiction over four counties and one city. According to statistics, in 20XX, the GDP of Zhuzhou City was 39.4 1 100 million yuan, the per capita GNP reached 654.38+0.08 million yuan, and the per capita disposable income was 8,986 yuan, so the living standard of residents was continuously improved. Due to its superior geographical location and developed industrial base, Zhuzhou has become an important city and an important export commodity base in China, and tourism has gradually developed into an important industry in Zhuzhou. In recent years, with the expansion of the real estate industry, the commercial housing transactions in Zhuzhou have become increasingly popular. In July 2005, natural gas will enter Zhuzhou, and the vigorous development of the real estate market and the introduction of natural gas will inevitably bring new development opportunities and market space to kitchen and bathroom products. Brand X is a local kitchen appliance brand in Hunan, occupying 67% market share in Zhuzhou cooker market. In order to seize business opportunities, occupy the market and actively explore new sales channels, brand X has organized a series of community promotion activities specifically for the real estate market by taking advantage of its geographical advantages.
I. Purpose of the event
Improve brand X's popularity and market share, expand new sales channels and expand sales.
Second, the theme of the event: buy X brand chefs to create a better new life.
Third, the preparations for the event:
A. production of promotional materials.
(1) banners: each community is guaranteed to hang three banners, which can be hung on the external walls, roadside main roads and main roads of the community. The content can be: X brand kitchen voluntary maintenance service point; Brand X creates a comfortable and healthy new life; New life, new kitchen-X brand kitchen, banners as on-site advertising, the content is X brand enterprise standard color, blue background and white characters, in order to attract consumers' attention and form a strong visual impact.
(2) Posters: posted on the publicity column of the community, the entrance of the community, the external wall, the on-site information desk or products to attract consumers' attention and achieve the purpose of publicity.
③X-frame: The content mainly includes product image and corporate image Logo, promotional activities and service content.
④DM leaflet page: At the entrance of the community, the intersection with heavy traffic, the main road of the community and the activity site, a large number of promotional materials and DM leaflets are distributed to consumers by shopping guides or temporary shopping guides, and the information transmitted to consumers should be direct and complete. Therefore, DM leaflets include company introduction and company concept, and product model, size and introduction should be printed properly. In addition, increase the after-sales service commitment and after-sales service contact telephone number to avoid the worries of consumers.
⑤ Floor stickers: Make floor stickers and stick them in every corridor of each community. The color is the standard color of X brand enterprise, such as blue and white, white characters on a blue background or blue characters on a white background. The content is mainly public welfare propaganda: for example, X brand group and you create a national civilized city; Strive to be a civilized Zhuzhou person; X brand group wishes you good health and promotion step by step.
⑥ Tent: The tent uniformly prints the CI image of the enterprise and delivers it to the community activity site before the start of the community direct selling activity, so as to increase the visibility of the enterprise and products and enhance the brand image.
⑦ After-sales service contact card: increase the affection between manufacturers and consumers, improve the reputation of enterprises and arouse the trust of consumers.
B, cell selection:
Firstly, investigate the overall situation of the community, understand the background of the developer and the scale of residential development, and analyze the background of the owner, collect information around the target consumers, and determine the partners.
(2) Understand the management system of the cooperative community and communicate with the property personnel, understand each other's views on community activities, and explore the cooperation mode, so as to better carry out community activities and avoid unnecessary troubles.
(3) sign a cooperation agreement with real estate developers, and conduct it with developer brand and X brand in a * * * way to increase their respective sales. For example, "Xiangyin and X brand will join hands with you to create a better new life."
C. promotion of direct selling activities.
(1) Before entering the direct sales activities in the community, organize personnel to enter the community to distribute leaflets on a carpet, so that every household can see the leaflets of brand X..
(2) Sticking the floor in the corridors of various communities to enhance influence, and hanging banners in various communities to enhance brand awareness and expand influence.
(3) When some direct sales are put on the spot, not only DM leaflets are distributed, but also a series of small gifts can be attached to expand the publicity influence.
④ In the process of on-site sales in residential areas, we can mobilize on-site consumers, attract other consumers' attention to X brand products and promotional activities, and use their trust and "joining in the fun" psychology to publicize activities and boost sales.
⑤ Use the exhibition hall of real estate developers to place X brand DM leaflets or joint promotional advertisements.
⑥ Promote sales with the help of the sales girl. For example, if you buy a house, you can get a coupon of X brand * * yuan, or enjoy the discount of X brand DM leaflet, or clean it for free.
D. shopping guide training.
The shopping guide must be fully familiar with the product structure and characteristics, and understand the product knowledge. In view of this activity, the marketing department of the company extracts the selling points from various products in a targeted manner, and organizes professional after-sales service personnel and technicians to train the shopping guides, so that they can understand the functions and functions of each part, so that the shopping guides can truly understand the products comprehensively and be more convincing when introducing products to consumers.
In the activity, the shopping guide should be unified in language, unified in caliber and dressing the, always maintain a friendly, enthusiastic and smiling working attitude, actively and patiently explain the content of the activity to consumers, and reflect the professional quality of the shopping guide everywhere, thus igniting consumers' desire to buy.
In addition, the terminal layout and promotion skills were trained:
1. Movable banners and posters should be hung in eye-catching positions, and the gifts should be arranged neatly and reasonably to attract consumers' attention, arouse consumers' desire to buy and set off the warm atmosphere at the scene.
2. Products should be placed neatly and stacked neatly to attract consumers' attention and set off hot sales of products. Gifts should also be given # This article comes from end# College Entrance Examination Resource Network, and gift stickers are attached to the gifts. (interview network)
3. After seeing the consumer, the shopping guide should take the initiative to smile and say hello, actively introduce the promotion activities, and improve the transaction rate.
4. The shopping guide actively distributes DM leaflets to consumers who come to watch, and actively guides and promotes sales when consumers show their desire to buy.
5. At the same time, during the activity, the shopping guide should take the initiative to count the sales situation before work every day, and feedback the information to the business department in time so that the business department can make decision adjustments.
Four. Contents of direct selling activities:
Live demonstration activities. On-site demonstration is a very simple and effective method, which is better than the oral introduction of the shopping guide. "Hearing is false, seeing is true" not only aroused consumers' interest, but also increased consumers' desire to buy and increased their confidence in buying. On-site demonstration starts with the characteristics and functions of the product, so that consumers can understand the core selling points of the product, thus attracting consumers' attention and attracting more consumers by on-site demonstration.
At the same time, in order to increase the intensity of direct selling activities, it is necessary to add gifts and carry out other activities to attract consumers, so that consumers can really feel that on-site purchase can really get benefits. Therefore, the following activities were carried out:
Activity mode 1: Trade-in activities. Content: buy a desktop cooker, replace the old desktop cooker with a new one, and pay X * * X yuan in cash for the old desktop cooker; Buy an embedded cooker, the old cooker is worth RMB * * in cash; Buy a water heater and pay in cash for the old one.
Activity mode 2: giveaway activity. Content: buy a table stove to send an apron; Buy embedded, send chopping block; Buy a water heater, send a stainless steel whistle kettle, and add a set meal product according to the actual situation.
Activity mode 3: Free maintenance activities. Today, consumers are more and more rational and consumer psychology is more and more mature. After-sales service is particularly important. After-sales service should not only be timely, standardized and perfect, but also be ahead of time, think about what users think and worry about their urgency, solve all worries for consumers, carry out free maintenance activities, and further improve brand effect and corporate reputation.
Five, the activities should pay attention to the problem.
① Pay attention to the weather changes and avoid the weather that is not conducive to direct selling activities, such as rain and strong wind.
(2) In order to prevent people with bad intentions from making trouble, they should take the initiative to contact community security.
③ Avoid unpleasant things and don't quarrel with consumers, especially in after-sales service. The guide should explain clearly, not mislead consumers, and keep in mind the belief that "the customer is always right".
(4) If each competitor is also setting up a point, it will not ruin the other party, and it is not allowed to quarrel with competitors in order to compete for customers.
⑤ Make statistics of goods and gifts in and out of the warehouse to prevent the loss of goods and gifts.
Activity summary and effect evaluation of intransitive verbs.
Direct selling activities for residential areas can not only expand new sales channels, but also avoid direct contact with competitors, which not only takes the lead, but also has unexpected effects, greatly enhancing brand awareness and sales.
In addition, the effect of community direct selling activities is evaluated, and the expense budget is made for the record.
Overview of real estate promotion activities (II) Promotion planning refers to the overall planning of the promotion activities of various products in a certain period of time based on the investigation and research, according to the requirements of the overall marketing strategy of the enterprise, and the detailed and rigorous activity plan for specific products, including the marketing decision-making process of establishing promotion objectives, designing and disseminating information, formulating promotion plans, and selecting promotion methods.
In today's increasingly fierce competition in the real estate industry, the forms of real estate promotion are also varied, and there is a great momentum of letting a hundred flowers blossom. In the process of real estate marketing, the correct application of real estate promotion means is related to the success or failure of real estate projects. However, there are many kinds of real estate promotion, and there are also its basic forms. So, how many basic methods are there for real estate promotion? What are their specific contents? Let's get together and summarize several basic forms of real estate promotion, so that planners can learn from and use them flexibly in practical work:
First, the promotion law of "risk-free investment" in real estate promotion activities;
Second, the house purchase club law;
The third is the promotion law of "purchasing security cards";
Fourth, the promotion method of "finely decorated houses";
Fifth, the promotion method of buying through trains on weekends;
Sixth, preferential price promotion law;
The perfect image promotion method of celebrity effect;
Eight, environmental protection selling point promotion law;
Nine, health promotion law;
X. Trade Fair Promotion Law;
Here we briefly introduce several real estate promotion methods:
XI。 Incentive promotion law
Prize-winning activities are activities that use gifts or bonuses as promotional incentives. Such activities generally target consumers and use gifts as charm to stimulate consumers to buy. Some real estate agents will use the promotion method of giving basic furniture and home appliances to buyers. For consumers, if furniture or household appliances are given at the same time when buying real estate, it will undoubtedly save him the trouble of buying it himself, and he is certainly willing to accept it. For real estate developers, it can attract more buyers, stimulate their buying activities and let the funds return as soon as possible. Why not? In Beijing's real estate industry, there have been sales promotion laws such as buying a house for kitchen and bathroom decoration or buying a house for a car. The implementation of this sales promotion law has indeed played a certain role in promoting the sales of real estate. The prizes in the real estate industry range from kitchen and bathroom decoration, household appliances to furniture, and now it has risen to cars. Compared with price reduction, this gentle and dark way not only achieves the purpose of promotion, but also allows real estate sales to advance and retreat freely without hurting the loyalty of the owners who have already bought it.
Twelve, real estate promotion lottery promotion law
Lottery is a prize-winning sale in the form of high prizes or gifts, which is monopolized by one person or several people. For example, "if you buy a property, you can travel to Europe for free" and so on, all of which belong to this form of promotion. This kind of promotion is speculative. Although it is not as practical as giving decoration and home appliances to some consumers, it will stimulate consumers, because it takes into account people's game psychology, so it is still attractive.
Thirteen, rent first and then sell.
The so-called lease before sale means that real estate agents rent specific housing units to old customers before formal sales, and then use this as a selling point to promote housing sales. The core of this promotion strategy is to give full consideration to the realization risk of customers after buying real estate, so that customers can enjoy immediate and realistic cash return after buying a house. When customers decide to buy a house, they can know the investment value and development potential of the house they decide to buy through specific investigation, and because of the realistic and feasible return on funds, they can stimulate customers' buying behavior to a certain extent, and finally produce good promotion effect. The strategy of renting first and selling later will make the director face two markets: rental market and sales market. On the surface, the director will increase the difficulty of promotion because of the expansion and uncertainty of the market scope. In fact, although many real estate developers do not directly face the rental market, they can often see the shadow of new houses in the rental market. It can be seen that this strategy is actually to directly face the rental market and the sales market at the same time, and realize the initial realization of real estate value through the entry of lower risk in the rental market, thus reducing the pressure on the sales market and promoting sales. When using this strategy, it should be noted that only some buildings are suitable, not all types of houses are suitable. The author believes that the application scope of this strategy focuses on commercial pavements and office buildings, and it can be used as a major marketing strategy as long as the strategy is properly planned. The application of this strategy in housing can be applied in a local and small scope, which will play a very good role in promoting the sales of the whole building. The reason why local and small-scale applications are needed. It is entirely because many houses are for personal use, and because of the influence of use value, property buyers often "like the new and hate the old". Therefore, this strategy needs to be cautious when applied to houses.
Summary of real estate promotion activities (III) I. Purpose of activities
1. According to the current sales progress, it is known that the shareholder discount card has not been fully issued, in order to further fully tap the customer resources within the group.
2. Combine the characteristics of the project itself to increase publicity, expand brand awareness and influence, and attract more market attention.
3. Quickly accumulate new customers, prepare for the opening of the project, speed up word-of-mouth communication, gain more attention and promote sales.
Second, the activity time
Public announcement of unit designation: September 20th-65438+1October 20th.
Group purchase promotion time: September 28th-65438+1October 28th.
III. Contents of activities
Activity 1:
1, activity theme: send cool and happy home in autumn.
2. Activity time: September 20th-65438+1October 20th.
, the purpose of the activity:
This activity is mainly based on publicity and is completed in two batches. 1. Publicize the biggest features and selling points of this project directly to the subordinate units and counties and cities of the Group, expand the brand influence and tap the potential customers of the subordinate units of the Group. At the same time, in-depth publicity will be given to the preferential activities of internal shareholders to purchase houses and group buying activities, so that employees of all units can further understand the advantages of the project and the main spirit of the group company. Second, in some local places where there are many people and the population is relatively concentrated, we will do on-site exhibitions, set up some consultations, expand brand awareness, accumulate customer resources, and lay the foundation for opening.
4. Location:
Main publicity unit:.
5. Activity preparation:
(1) a "information" banner. Thirty posters.
(2) a van. (Lianzhong is responsible)
(3) "Subscription Notes", leaflets for apartment types, folding pages, dm, etc.
(4) Two or more sets of necessary information related to the property consultant, one customer register and several company accounts.
⑤ A set of garden design scheme, a color printing draft and a box of thumbtacks.
⑥ One set of stereo, one professional recording CD, two folding information desks and two sun umbrellas. (Lianzhong)
⑦ Each sub-unit is mainly responsible for one contact person (lianzhong).
Main contact contents:
1) The layout of the site requires that the location of the walking node be in the office area or residential area of the unit.
2) Audio power supply arrangement.
3) Catering and accommodation arrangements for employees.
4) Other work contacts and contacts.
5) Poster posting.
6. Timetable (to be determined)
According to the actual situation of each sub-unit, determine the specific time and days.
7. Personnel arrangement (to be determined)
Each sub-unit of Lianzhong Company 1 person, and the project department has 3-4 people.
Activity 2:
1. Activity theme: Celebrating National Day, buying a house in golden autumn, surprise gift, and many benefits.
2. Activity time: September 28th-65438+1October 28th.
3. Specific contents:
① For new customers (except vip customers) from September 28th to June 7th 10, each house will be given a red envelope of 5008 yuan after enjoying the corresponding discount.
② From September 28th to June 28th 10, all new customers who buy three or more houses at the same time can be regarded as group purchase customers. After enjoying the corresponding preferential payment method, each house will receive a red envelope of 8,008 yuan. Buy more than 10 sets, and the discount will be discussed separately.
(3) Shareholders and customers can buy houses by group, and those who meet the conditions for group purchase can enjoy preferential group purchase.
④ The above activities will not be repeated or accumulated.
⑤ The final interpretation right of this activity belongs to the company.
Summary of real estate promotion activities (4) 1. Activity time: May 27th to May 3rd1.
Activity content: Give zongzi as a holiday gift to new and old customers.
Third, the promotion policy:
1 and 8# buildings will be launched on May 27th, and customers who purchase 8# buildings on May 27th-28th can enjoy an additional discount of 1%.
2. In order to promote the sales of Building No.5, the top 20 customers who buy the property of Building No.5114.13m2 or140.89m2 on May 27th can enjoy a cash discount of 5,000 yuan each.
Fourth, media support.
On May 26th, Huashang Daily published a color advertisement 1/3, announcing the launch information of Building 8 to the market and informing new and old customers to give holiday gifts.
Analysis of verb (verb's abbreviation) sales situation
1, customer visit
During the activity, 74 groups of customers were visited, with a daily average of 14.8 groups; During the activity, there were effective calls 15 times, with an average of 3 times a day.
The total date is 5.27.5.28.5.29.5.30.5.3438+0.
Please visit 74 25 30 3 5 1 1
Call 15 6 4 1 1 3.
2. Customer transactions
During the activity, a total of 14 sets were sold, the unit rate was 19%, the sales area was 1 163.52 square meters, and the sales amount was 59 1.9009 million yuan.
The total date is 5.27.5.28.5.29.5.30.5.3438+0.
Number of transactions1465111.
Transaction amount (RMB 10,000) 591.900938+096.50089.900999999996
Transaction area (m2)1663.52 783.16546.05 79.29140.89114.
Building 2, Building 4, Building 5, Building 7, Building 8 1 1
Number of trading sets 2 2 2 1 6 1
Summary of intransitive verb activities
1, the weekend (May 27-28) is the peak of the transaction, * * * clinched a deal1/set, of which 6 sets are in Building 8. 8# building has attracted some interested customers before its launch, and there are additional discounts for two days on weekends, so there has been a centralized transaction.
2. This Wednesday (May 3 1) is the Dragon Boat Festival, not a big holiday, and no holiday has been arranged by each unit, so there are not many new and old customers on site except weekends.
3. Before the launch of Building No.8, the property consultant interviewed 20 groups of interested customers who were concerned about Building No.8 in advance, of which 6 groups were handed over, and 14 groups were not sold. Most of the customers who didn't close the deal were because the price of Building 8 was too high, which exceeded their purchasing power.
4.5# building 1 set, the transaction was not completed until 3 1 set on May 30th, mainly because the preferential policy was about to be cancelled and the customer made the transaction at the last minute. Why are there so few transactions? )
A Summary of Real Estate Promotion Activities (5)
Marketing planning pays more attention to the relationship between products and markets, and is the main tool to guide and coordinate marketing efforts. If real estate companies want to improve marketing efficiency, they must learn how to formulate and implement correct marketing plans.
1. Contents of real estate marketing planning
In real estate marketing, it is very important to make an excellent marketing plan. Generally speaking, the marketing plan includes:
1. Plan Summary: Summarize the proposed plan briefly for the management to browse quickly.
2. Marketing status: provide background information on market, products, competition, distribution channels and macro environment.
3. Opportunity and problem analysis: the main opportunities and challenges, advantages and disadvantages, and problems faced by the products that must be involved in the comprehensive plan.
4. Objectives: Determine the planned objectives in terms of sales volume, market share and profitability.
5. Marketing strategy: provide the main marketing methods used to achieve the planned objectives.
6. Action Plan: What should this plan do? Who will do it? When will it be finished? How much will it cost?
7. Estimated income statement: summarize the planned expenses.
8. Control: Describe how to monitor the plan.
I. Overview of the plan
At the beginning of the plan, the main objectives and suggestions of the plan should be briefly outlined. The plan summary enables the top managers to quickly grasp the core content of the plan, and the content list should be attached to the plan summary.
Second, the status quo of marketing
This part of the plan is responsible for providing background information related to the market, products, competition, distribution and macro environment.
1. Market situation
Information about the market served should be provided. The scale and growth of the market depends on the total amount in the past few years, and it should be listed separately by market segmentation and regional segmentation, as well as the trend of customer demand, concept and buying behavior.
2. Product information
The sales volume, price, price difference and net profit of the main products in the product line in the past few years should be listed.
3. Competitive situation
The main competitors should be identified, and their scale, objectives, market share, product quality, marketing strategy and any other characteristics that help to understand their intentions and behaviors should be described.
4. Macro environmental situation
We should be clear about the important macro-environmental trends that affect the future of real estate, namely, population, economy, technology, politics and law, social and cultural trends.
Third, opportunities and problems analysis
According to the information describing the current marketing situation, we should find out the main opportunities and challenges, advantages and disadvantages and problems faced by the company in the whole marketing period.
1. Opportunities and challenges analysis
Managers should find out the main opportunities and challenges facing the company, which refer to external factors that may affect the future of the company. These factors are written to suggest some actions that can be taken. Opportunities and challenges should be divided into seriousness and urgency, so that the most important thing can get special attention.
2. Advantages and disadvantages analysis
We should find out the strengths and weaknesses of the company. Contrary to opportunities and challenges, advantages and disadvantages are internal causes, while the former is external causes. The advantages of the company refer to some strategies that the company can successfully use, and the disadvantages of the company are things that the company should correct.
3. Problem analysis
Here, the company uses the research results of opportunities and challenges and advantages and disadvantages analysis to determine the main problems that must be emphasized in the plan. Decisions on these issues will lead to the subsequent establishment of goals, strategies and tactics.
Four. target
At this point, the company already knows the problem and should take it as a basic decision related to the goal to guide the subsequent strategy and action plan.
It is necessary to establish two kinds of goals-financial goals and marketing goals.
1. Financial target
Every company will pursue certain financial goals, and business owners will seek stable coverage of long-term investment and want to know how much profit they can earn in that year.
2. Marketing objectives
Financial objectives must be transformed into marketing objectives. For example, if the company wants to make a profit of 6.5438+0.8 million yuan, and the target profit rate is 6.5438+00% of sales, then it must set the target of sales revenue as 6.5438+0.8 million yuan. If the company sets the price of each unit at 200,000 yuan, it must sell 90 houses.
The establishment of goals should meet certain standards:
Each goal should be stated in a clear and measurable form, and there is a certain deadline for completion.
Each goal should be internally consistent.
If possible, the goal should be explained in different levels, and how the lower goal is derived from the higher goal should be explained.
Verb (abbreviation of verb) marketing strategy Here we should list the main marketing strategy outline, or "carefully planned action". When making marketing strategies, we often face many possible choices, and each goal can be achieved in several ways. For example, the goal of sales revenue growth 10% can be achieved by increasing the average selling price of all houses or by increasing the sales volume of houses. Similarly, each of these goals can be achieved in many ways. For example, promoting housing sales can be achieved by expanding the market and increasing market share. After in-depth discussion of these goals, we can find out the main strategies of housing marketing.
The policy statement can be as follows:
Target market: high-income families, with special emphasis on male consumers and companies, mainly foreign companies.
Product positioning: high-quality export house. There are two kinds: commercial and residential.
Price: The price is slightly higher than that of competitors.
Distribution channel: mainly through major well-known real estate agents for sales.
Service: Provide comprehensive property management.
Advertising: According to the target market targeted by the market positioning strategy and the characteristics of high price and high comfort, new advertising activities will be launched, and the advertising budget will be increased by 30%.
R&D: increase the cost by 25%, and make timely adjustment according to the customer's advance orders. Let customers get the greatest satisfaction.
Marketing research: increase the cost of 10% to improve the understanding of consumer selection process and monitor the actions of competitors.
Action plan of intransitive verbs
The strategic statement describes the main marketing drivers used to achieve enterprise goals. Now, every element of marketing strategy has to be carefully thought out before it can answer: what will it do? When will you do it? Who will do it? How much does it cost? Wait a minute. Specific actions.
Seven. projected profit-and-loss statement
The action plan enables the manager to prepare a budget to support the plan, which is basically an estimated profit and loss report. The competent department will review the budget, approve or modify it.
Eight, control
The last part of the plan is control, which is used to control the process of the whole plan. Usually, goals and budgets are set on a monthly or quarterly basis. In this way, the company can check the results of each period and find the departments that failed to achieve their goals.
The control part of some plans also includes emergency plans, which concisely lists the steps that the company should take when some unfavorable situations may occur.
8.2 Implementation of Marketing Plan
Marketing execution is the process of transforming marketing plan into action and ensuring the completion of this task in order to achieve the set goals of the plan.
The strategy deals with the marketing activities and why, while the implementation deals with who will implement the marketing activities, where, when and how. Strategy is closely related to implementation, guiding implementation, such as allocating some funds to marketing plan, guiding housing sales staff to change sales focus, reprinting price list and so on. In addition, execution is also a kind of strategy feedback, that is, it is expected that the difficulties in the execution of a certain strategy will affect the choice of strategy.
I recommend it carefully.