Nowadays, many people are drooling over the real estate industry, taking exams one after another and preparing to join the real estate broker. Are they in a hurry? Make quick money? In fact, this is a misunderstanding, so what are the misunderstandings that real estate agents must guard against?
One prevention: insufficient preparation in the early stage, not sure about the market.
Real estate development, like other production enterprises, can only be put into production after careful market research and marketing planning before new products are put into production, otherwise there will be no market gap and unsalable sales will be inevitable. In short, we must grasp the dynamic and static market and customer demand in time to achieve a decisive victory.
The second prevention: the orientation and promotion theme of the project of drawing a tiger according to a cat
As we all know, imitation and following the trend are very popular, especially in the real estate industry in recent years. For example, there is almost no project in a certain district in the east of Beijing that does not include customer orientation's white-collar workers in the International Trade CBD. Does anyone think about the purchasing power of white-collar workers in the international trade CBD, and whether they can spend 2 million square meters of development every year? In fact, customer statistics show that white-collar workers only account for 5% of CBD customers? 8%; In the promotion theme, almost all of them are related to white-collar workers. Another example is the concept of light rail, which is more extensive. Have we ever thought that since everyone has advantages, can it still be advantages? Is it necessary to promote it? Wouldn't it be fun to save some advertising fees for customers and reduce house prices?
Three defenses: breaking away from the habits of target customers
Any real estate project is inseparable from the owner. Does the product planning of the project conform to the life characteristics and habits of the customer base? In other words, whether it can meet the living needs of the owners is naturally the key to the success of the project. Any project that breaks away from customers' habits is doomed to death.
Four defenses: large-scale projects, the market is not strong enough.
A few years ago, some large-scale real estate projects in Beijing really broke out once, causing strong market repercussions and forming a hot-selling trend. This can only say that there were not many good projects at that time. In recent years, the market has undergone earth-shaking changes. However, some projects did not adjust their ideas in time to find new promotion points and new customer groups, and the product quality did not improve. They continued their previous development ideas, and under the strong market impact, it seems that their stamina is insufficient. Gradually make the image of the project in the market? Famous? The main reason is that its propaganda points are scattered. Everyone knows about this project, but I don't know what is good about it. Can not arouse consumers' desire to buy, greatly reducing the market value of the project. This is one of the fundamental reasons for the rapid transformation of some large-scale projects from best-selling to unsalable, and it is also a common problem of large-scale projects.
Five precautions: sales organization and management can't keep up, ignoring pre-sales and after-sales services.
At present, although some projects are competitive in the market, their sales organizations have not kept up, showing the following disadvantages: First, the selling points of the projects have not been refined, which leads to confusion in sales ideas, which is left to sales personnel to understand and play. Second, the sales explanation is not enough, the current situation and prospect of the project can not be clearly explained, and there is no unified rhetoric, which reduces the customer's awareness of the project. Third, there is no detailed sales process and the sales are not standardized. Fourth, there is a lack of effective supervision and implementation after sales training, and the training effect is difficult to reflect. Fifth, the after-sales service can't keep up, and the opinions of the owners are ignored, which leads to the failure to play the role of old customers. At the same time, it will also cause many contradictions when the owners move in in the early stage, which will affect the normal sales in the later stage of the project. Sixth, continue to use the traditional sales model of question and answer, and love to buy radish and cabbage. Seventh, the sales team lacks self-confidence and understanding and love for the project.
Six defenses: small-sized projects, marketing promotion depends on hard advertising.
Generally, the cost of small-sized projects is high, so it is difficult to bear a lot of advertising expenses. Many small-sized projects rely on raising housing prices to balance the huge hard advertising costs of the project and transfer the project risks to the owners irresponsibly. However, many people ignore that they are facing increasingly calm consumers. They have long been aware that every move of the project is consuming their own money, so consumers will calmly consider whether the expenses you consume are reasonable and whether they think for themselves. The more hard advertisements are made, the more customers will wait and see. This is the conclusion reached in the process of communicating with customers.
Seven precautions: neglect of management, quality and progress can not be guaranteed.
Although China's real estate enterprises have not yet reached the stage of benefiting from management, the owners' requirements for project construction, sales and even internal management of real estate enterprises have risen to a certain extent. Especially after China's entry into WTO, the real estate industry is bound to be in line with international standards, so the improvement of project management level must be put on the agenda. Management confusion will lead to the decline of project quality and the delay of construction progress, which is the biggest concern of the owners and one of the root causes of the contradiction between developers and owners. If a chain reaction is formed, there will be a vicious circle and the project will not be implemented normally.
Eight precautions: excessive pursuit of dazzling selling points
You can recall how many projects operated by real estate tycoons died halfway, and why did they make many good projects dead? Because of their? Concept? Too divorced from reality, either developers can't achieve it or customers can't accept it for a while. ? I'm afraid I can't do it. I'm afraid I can't think of it? Our mistakes are not uncommon, and they really deserve our attention.
Nine precautions: developers oppress people by force, dominate the market, and dominate the market.
Many dead plates warn us that developers will be defeated if they bully the weak and dominate the market. For example, customers of a certain age are not welcome, people below a certain level are forbidden to enter, and you can't see the house without an appointment. Unique? Planning should be said to be stupid. Because it intentionally or unintentionally hurts people's self-esteem and personality, and at the same time isolates their locked customer base, making them feel disgusted and worried about various social pressures, it is reasonable for such projects to be condemned by society and consumers.
Ten points for attention: the professional scope of traders is too narrow.
The real estate industry combines natural science, social science, economics, political science, finance and other professional knowledge, such as architecture, structure, plumbing, electric power, gas, general layout, economic analysis, gardening, management, marketing and other disciplines, involving various fields of the national economy, such as construction, machinery, transportation, municipal utilities, planning, finance, etc., so it needs a wide range of professionals, otherwise it will.
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