1, sales target positioning
Real estate sales target positioning is an important aspect of pre-marketing. Through clear target selection, it lays the foundation for developers to make a decision on which product to locate.
How to do a good job in sales target positioning, whether planning companies, developers or consumer groups, the requirements or expectations of all parties are very different. As a planning company, this issue is a core content and the basis of the market. If the target positioning is accurate, the market reaction will get twice the result with half the effort and vice versa. Positioning should be considered from the customer's preference for the region, the choice of building grade, the requirements for building types, the satisfaction with the living environment and the service level of property management.
As a developer, the ultimate goal of real estate is to sell, and at the same time, it needs to be clearly marked with the sales target direction, which should be positioned in full accordance with the customer's economic and conceptual acceptance and the actual market demand, so as to achieve the best return on income.
Sales target positioning, from the perspective of real estate marketing, is to choose a targeted, purposeful and conscious customer base, but this is a very difficult thing, and it is impossible to have a very clear market division. Therefore, the real estate sales target can only be a decision-making, directional and linear positioning. On the one hand, it faces most target customers, on the other hand, it attracts a group of similar customers through herd effect.
The positioning of sales target is very important for the whole real estate marketing. The starting point of this positioning is based on the customer's level, ability, differences in different needs and the particularity of real estate. As a commodity, real estate has characteristics that ordinary commodities do not have and cannot exist, such as immovability of real estate, preservation and appreciation of product value, durability of products, high price and so on.
In fact, this goal is to choose customers of their own products. With the development of the real estate industry becoming more and more mature, the behavior of forcing developers and planning companies is becoming more and more rational. The development of real estate has gone beyond the general or more casual and pure economic behavior, and developers and planning companies have begun to pay attention to the macro trend of products and the micro details of different tastes, choices and purchasing power of different customers. Let the products have a clear goal positioning idea before they are put on the market, make the real estate market more, and the developers can get greater social effects as well as economic benefits. Therefore, the sales target positioning of this real estate product has an extraordinary probability of winning in the whole marketing process.
2. Positioning of real estate products
The construction of a real estate is divided into scale, product grade and purchase level. Therefore, the positioning of products is particularly important, and the special image of real estate must be established in the consumer group or buyer's market.
The positioning of real estate products is easier said than done, which is completely determined by the particularity of real estate products. Because doing real estate is different from doing ordinary goods, there is a problem of long sales cycle. This requires that in the process of real estate development, the design of its own products should be advanced, and products should not become outdated or unsalable because of market changes.
For developers, product positioning is closely related to the profits or returns they want. Generally speaking, the market coverage of product positioning is wide, but the positioning selectivity is limited. This is mainly because positioning is influenced by two major factors: hardware and software. Hardware generally includes planning indicators, such as height control, floor area ratio, density, greening rate, parking berth ratio, etc. These are determined by government planning and cannot be changed. The software includes: uncertain factors such as funds, materials, construction period, technology and construction.
From the marketing point of view, the positioning of real estate products itself is an evolutionary process of pre-marketing strategy. On the basis of selecting and establishing potential target customers of products, product positioning is to fully explore the highlights of real estate among the corresponding fixed target customers through the adjustment and deepening process of pre-marketing strategy, and fully promote or publicize the most prominent highlights, so that customers can leave a good impression on the developed real estate and a good memory of "I chose", so that buyers can have a quite deep impression or a unique subject image at the initial stage of real estate development and marketing.
Product positioning has the characteristics of general commodities, but the positioning of real estate products has unparalleled characteristics and personality of other commodities. Relatively speaking, the demand side of real estate product positioning is completely different due to the comprehensive cost-effective factors such as project grade, price, region and quality. Real estate development, due to the large investment, there are corresponding risks and market uncertainties, which make developers cautious, so they are more cautious about the positioning of real estate products. They hope to have a correct and reliable product positioning.
3. Price positioning
In marketing, besides sales target positioning and real estate product positioning, price positioning is also an important factor that can affect the success or failure of real estate development projects.
Judging from the development of real estate for many years, the evolution of property market marketing has more or less restricted the overall development of the property market because of price positioning, which has been affecting the ups and downs of the "sunny and rainy" curve of the property market throughout the real estate marketing process.
Today, the competition in the property market is almost white-hot, and the competition in property price positioning is becoming more and more prominent. Whether the real estate price positioning is correct or not largely reflects the developers' grasp of the market scale, their understanding of customers' psychological needs, and whether they have a sense of competition.
How to do a good job in the price positioning of real estate, the competition result is the best witness, which can not be the wishful thinking of developers, but should be based on the most realistic trend of the market, from the perspective of doing a good job in overall marketing, to determine a goal that is conducive to the sale of their products as soon as possible and the rapid withdrawal of funds; We can also find out the special advantages and bright spots of the case in the market, make unexpected price positioning for the real estate case, and then have a successful impact on the whole marketing.
In real estate marketing, its price positioning not only depends on the inevitable price law of the market, but also is technical and operational. For example, multi-storey residential sales, it is often difficult to sell the top floor and the bottom floor, but if the developer buys the top floor and sends it to the terrace, the effect will be very different. In the sales of small high-rise elevator rooms, some developers changed the difficult-to-sell ground floor into staggered floors, changed the main entrance to the south and entered the room from the ground floor garden. This design has been welcomed by customers, and the price is more acceptable to customers than the original traditional northbound entrance design.
Regarding the price positioning of real estate, it is important to pay attention to the marketing strategy, and formulate different sales strategies according to the different locations, grades and types of cases. Under normal circumstances, the price of newly-opened real estate has a relatively natural market positioning process. In the pre-sale period, it is often low before and then high, attracting popularity through lower prices, and gradually walking slowly until the quasi-existing home or existing home period, the price is relatively stable. As for the "chicken head and chicken feet" in the liquidation period, it can be sold at a reasonable price, and the return of funds can be accelerated through price strategy to ensure the return on investment to the maximum extent.