1, sales office plan control
The sales office is the most important triple prop and needs to be displayed first.
(1) Marketing:
Three treasures fund-raising: the core is clear about the building area (front and back fields), decoration style, standardization or innovation, cost standards (soft and hard installation standards), internal space layout requirements, etc.
Determination of sand table production unit, sand table production and sand table installation: some sand tables are relatively large, so the production cycle should be fully considered.
(2) Design:
Structure diagram of foundation and frame, construction drawings above plus or minus zero (including buildings, structures, water and electricity), elevation scheme (main materials, technology and renderings), elevation construction drawings, sales office hardcover construction drawings and landscape construction drawings.
(3) Cost:
General contracting simulation list, facade simulation list, landscape list and sales office hardcover list.
(4) Recruitment:
Calibration of main construction units, elevation units, landscape units and hardcover units.
(5) Engineering:
Commencement, pile foundation construction (if any), primary and secondary structure construction, facade construction, landscape engineering, fine decoration engineering, soft decoration arrangement, cleaning, joint acceptance and opening.
2. Model house
(1) Temporary model house: relatively simple. Marketing funds, clear huxing, sets, labels; Design and publish hardcover construction drawings and soft-fitting schemes; The cost of completing hardcover list and soft list; Recruit and determine hardcover and soft-packed units; Set up a temporary model house framework, complete the fine decoration project, soft decoration, land reclamation and cleaning, joint acceptance, and finally open to the outside world.
(2) Physical model house: It is difficult to build the main body first. After selecting the floor room number, in order to avoid secondary construction, water and electricity were finally arranged in advance. On the basis of the temporary model house, the main body construction is added to the control node.
3. Joint acceptance
Sanbao is the window for the project to be displayed to the outside world, and it can only be displayed to the outside world after the joint acceptance of relevant lines of the company, so as to avoid the risks caused by poor quality. The departments involved in the joint acceptance mainly include design, marketing, engineering, operation and customer service. And each line will be scored separately to ensure that the product design has a good degree of reduction, there are no obvious product defects, the quality is up to standard, the risk is controllable, and the information released to the outside world is consistent. A successful Sambo is the beginning of the success of the project, which not only promotes sales, but also realizes the model first, tempered the quality in advance and laid a solid foundation for the overall quality of the project.
1
After the Sambo scheme is determined, the design generally gives priority to providing drawings that generally meet the requirements of bidding, so as to list the cost and adopt bidding. Because Sambo requires high speed and high quality, the commonly used cooperative units are generally adopted directly to ensure smooth cooperation and quality, and the invitation to bid, direct entrustment and rapid calibration are generally adopted.
The main units involved in the Sambo are: the main construction unit of the sales office, the facade unit of the sales office, the landscape unit of the demonstration area, the hardcover unit, the intelligent unit and the fire fighting unit.
For innovative or high-end luxury residential projects, we must pay special attention to bid opening in advance and look for units with similar construction experience to ensure quality. When winning the bid, don't blindly pursue the low-priced bid. In the past, some units often cooperated for the first time, which seemed to be cheap, but their strength was limited. In the end, they can't make progress, but they still have to solve various problems for him and consume management energy.
2
Once the site selection, scope, standard, scheme and materials of Sanbao are defined, the cost department can calculate more accurate costs. The cost of Sambo is not a small sum, ranging from1.200 million to 780 million or even hundreds of millions of luxury goods.
In order to reverse the endless demand for marketing funds and blindly pursue perfection, the cost of Sambo is generally divided into responsibility cost. If the cost responsibility can no longer be used temporarily, it will be classified as marketing expense. Under the control of the total amount of marketing expenses, marketing lines generally consider the practicality of the three treasures expenses. After all, if this allocation is too much, it will crowd out the marketing expenses of other subjects.
According to the area and standard, the cost can be calculated simply. In order to control the cost more deeply, it is necessary to study the materials and technology, try to spend money on the cutting edge, and ensure the lowest cost and the best under the condition of ensuring the effect.
The Sambo part is under temporary construction or renovation, so it is necessary to consider the cost of this demolition and renovation in advance when calculating the cost, so as not to miss any item. Some temporary buildings or soft clothes or landscape tree sketches. , should consider the subsequent secondary utilization, try to keep the original function, reduce the amount of transformation, save costs. Some design shapes or materials are too innovative, the cost is too high or the delivery time is long, so it is necessary to analyze the customer's sensitive points and consider whether to optimize them while satisfying the effect. When calculating the cost of the model house, we should pay special attention to the gift space of the model house, such as storage room, mezzanine and so on. Don't miss it.
When analyzing the cost of the three treasures, it is necessary to distinguish between permanent cost (that is, the future deliverable) and sunk cost (that is, the future undeliverable), and give priority to the reduction of temporary facilities by entities, which can reduce the sunk cost and the total project cost. After the permanent expenses are finally spent, they can be fed back to the owner.
(1) Risk investigation before the opening of Sambo
Sambo is a model representative of project quality and an important channel for customers to understand and contact the project. All kinds of articles, things and information presented by Sambo need to be carefully examined to ensure that they are correct, so that customers can get what they see and hear. General enterprises will organize joint inspections before the opening of Sambo to systematically investigate risks.
1. Organization mode: Generally, the joint inspection of design, engineering, customer service, legal affairs, operation and property will be organized by marketing seven days before the opening.
2. Key inspection items:
(1) Sand table model: building, height, orientation, elevation, facilities and equipment, green landscape, unfavorable factors, surrounding roads, supporting facilities, buildings, etc.
(2) Adverse factors inside and outside the red line: noise, radiation and peculiar smell, which are included in the contract packaging and sales statement.
(3) Various materials and displays: on-site publicity-regional maps, color pages, etc. , external advertising and publicity.
(4) Sales rhetoric: excessive commitment is prohibited, including unfavorable factors, public facilities and supporting landscapes.
(5) Different apartment types: top floor, bottom floor and variant apartment types, vertical lines, materials and entrance lobby shapes.
(6) Model room display: bay, height, orientation and lighting; Decoration standards, interior decoration, etc. ; Gift parts (such as gardens and basements).
The above and related matters can only be used after all banks jointly sign.
3. Cases
(1) model house: when the model house of townhouse is displayed to the public, the courtyard width is more than 5 meters larger than the design drawing, which exceeds the red line; Before delivery, the customer found that the width of the garden was only 1.5 meters, and the design of the fence column head affected the lighting and sight. The owner asks for rectification, otherwise he will return the house. The rectification involves a lot, and some even have no room for rectification. In the end, they only negotiated compensation and lost millions.
Lesson: Special attention should be paid to the display of the donation part. Do not conform to the actual situation, must be clearly publicized.
(2) Model room: The size of some rooms in the temporary model room is 20cm to 40cm larger than the actual size (stove width, sink size, etc.). ). The owner suggested that the size of the model house was exaggerated and there was a problem of fraudulent sale. Through quality improvement and consultation with customers, the overall improvement cost is about one million.
Lesson: it is forbidden to expand the size of model houses for the purpose of showing the effect.
(3) Different huxing: Pay special attention to the differences in lighting sight, use function and public area facilities, which are sensitive points of customers. For example, the door head, the waist line of the facade, etc.
(4) Sand table model: The size, location and sales caliber of a sand table display power distribution room are inconsistent with the actual situation. The key power distribution room is four stories high, which seriously affects the lighting and sight of the adjacent downstairs. The owner thinks he has been cheated by sales and demands compensation.
For another example, a door head was displayed at the east gate of a sand table community (made according to the first draft of the design, and the subsequent adjustment was not synchronized), and the plan was submitted, but there was no door head at the scene. Customer groups complain, reach an agreement with customers, and rectify after completion, but the cost is huge.
Lesson: Pay special attention to the public facilities, house facades and landscape layout of the park.
(2) Training on resource database arrangement and disclosure
1. Organization mode: the design and marketing agency conducts training on combing and disclosure, and the output of the property consultant cannot be promised at will.
2. The product resource database focuses on the unfavorable factors inside and outside the red line, sales data, house selection atlas, contract drawings, decoration configuration standards, transformation schematic diagram, apartment defects and other customer sensitive points and landscape elements.
After carding, each line should be reviewed and countersigned before the disclosure training.
(3) Joint inspection before opening.
1. Organization: Generally, before the opening of business, the operation or customer service will take the lead in organizing the joint inspection of design, engineering, customer service, legal affairs, operation and property. The weight of each line is different, and only when the final comprehensive score is passed and the individual score is not lower than the bottom line can it be opened. If some lines score too low, or the scores of architecture, landscape and hardcover are too low, they will be rejected by one vote. Rectification and re-evaluation must be carried out before opening, so as not to affect the opening effect or lay a major risk for the future.
2. We should attach great importance to major risk matters and pay attention to the quality of Sambo. ：
(1) Sales materials, including but not limited to on-site display materials, sand tables, model houses, advertisements and unfavorable factors. According to the system is not approved.
(2) brand VI, brand wall and service system. Does not meet the standards, and the risk is high after evaluation.
(3) There are unfinished matters in the construction, and the construction is not carried out according to the design drawings (or design changes).
(4) There are some important risks, such as indoor leakage traces, functions involved, important quality and safety, serious color difference on the facade, stone (glass) falling off, etc.
(5) The general plan of advertisement, sales office, sand table and on-site display is seriously inconsistent with the reported plan. After evaluation, there are major risks, such as mistakes and omissions of important unfavorable factors such as electricity room, garbage room and public toilet.
(6) The configuration and area of the model house are seriously inconsistent with the submitted scheme, construction drawing and delivery standard, which cannot be realized by the owner through legal transformation. After assessment, there are significant risks.
(7) When the hardcover is delivered to the model house, the hardcover display standard is seriously inconsistent with the delivery standard, and it is impossible to eliminate the risk of customer complaints through irregular tips.
(iv) Concluding remarks
The key to the success of the first project and the reduction of subsequent customer complaints is to systematically investigate risks, find problems in time and correct them, so as to ensure the final presentation of good products with the same shipment version.
The final conclusion
Finally, I want to introduce myself. I am the second treasure mother in the workplace. I am a graduate student in Hangzhou, majoring in real estate. I usually like to keep a diary, and I have published thousands of diaries. In 2022, I set up a Japanese progressive group, witnessed the growth of 2022 with a group of friends, and met a better self! If you find it helpful, thank you for your praise and collection support. Thank you.