Summary is a kind of written material to review and analyze the study, work or completion of a certain stage afterwards, so that we can find mistakes and correct them in time. Let's finish the summary carefully. So, how to write a new schema for abstracts? The following is my monthly summary of real estate marketing work for you. Welcome everyone to refer to it, I hope it will help you.
A, competitive real estate analysis:
1, Bangkok Sunshine is a property developed by Qingdao Kangcheng Real Estate Co., Ltd., which started at the end of 20xx, and the opening ceremony was held in Jimo Zheng Xin Garden on April 26th. Kangcheng Real Estate has developed Kangcheng Garden in Jimo, which is a mid-range property. The main feature of Bangkok sunshine is the frame structure, and most units can be spaced. Huxing is mainly small and medium-sized units, including ultra-small units of 40 square meters.
Advantages of the project: It is located in Heshan Road, only relying on the clothing market, with convenient transportation and suitable for investment. Small apartment with low average price and total price.
Disadvantages of the project: it is too close to the clothing market and the living environment is poor. The first and second floors are network rooms, about 10m high, and the third and sixth floors are residential buildings, which are noisy and not suitable for general living. The top floor is flat. Unit type: Some units have poor lighting.
Marketing means: highlight location advantages, clothing market, commodity city, Liqun, Jiashike, etc. And emphasize the investment advantage. The media are mainly outdoor anti-aircraft guns and newspaper print media, and the spring housing exhibition in April also appeared. In sales, the selling point is "down payment of 39,000 yuan, monthly payment for 430 yuan" to attract young investors. For Mashan New Town, the competitive advantage of the project is not obvious, and the property grade is lower than that of Mashan New Town.
2. Shuohuiyuan and Mashan New Town project are adjacent, with the same location advantages, but the price is lower, and the way of paying deposit and refund has a great influence on Mashan New Town. The promotion is mainly based on outdoor Heshan Road Daoqi and Jimo TV subtitle advertisements.
3. Runfa Home has less remaining houses and is not competitive at present. The second phase of the meeting will be held, mainly for small and medium-sized units, which will compete with Mashan Phase III. At present, it is basically not promoted, and it is promoted by word of mouth.
Two. The current development of the project
1, call, visit and transaction summary analysis
There were 79 calls this month, visiting the 148 group. By April 24th, 20 sets had been sold. By April 30th, 27 sets had been sold. Incoming call statistics:
The main channels of calls this month are outdoor, internet and TV media. At the beginning of this month, a TV subtitle advertisement was put on Jimo TV Station, which received good results. Compared with last month, the total amount of incoming electricity and visits have decreased, which should increase advertising. At the end of the month, all outdoor media pictures were replaced, and three new sales messages were added. At the same time, from 2 1, we will continue to put in subtitle advertisements and put in TV advertisements at the end of the month. On the 25th of this month, a half-page newspaper was published on the Peninsula, and a full-page advertisement was placed on the 26th. The newspaper made 38 phone calls and visited two groups. The main purpose of the phone call is to ask about the sales information of the third issue.
2. Access statistics:
Analysis: Visiting the outdoors is still the direct factor that affects the host's visit, and friends, passers-by and nearby also account for a relatively high proportion. Due to the introduction of network and TV media, it has also brought some visits. This month, outdoor media such as Mashan anti-aircraft guns and lamppost flags were replaced, and at the same time, the theme image of the publicity project "Pride" was continued, and the pre-sale information of three small houses was added, which increased the number of visitors. Therefore, we should strengthen the dissemination of sales information and the maintenance of old customers in the next stage.
3, the next stage of promotion focus:
Invest in TV media, put a 30-second patch advertisement in Jimo News of Jimo TV Station, and update the subtitle advertisement at any time. 、
Update network information in an all-round way, and increase spot sales and pre-sale information. Increase the maintenance of old customers.
Customer analysis: regional demand:
Age analysis:
Reason for purchase:
Transaction factors:
Analysis: The customers of Mashan New Town Project are mainly local self-employed owners in Jimo, aged between 30 and 40. The purpose of purchase is to improve the living environment, and the investment ratio is small. At the same time, some owners buy it because they settle down and their children go to school. According to the age of customers, most of them are 30-40-year-old customers, most of whom are self-employed. Their main needs are to buy houses many times and improve their housing. The key factors that affect the owner's purchase are brand, location and apartment type. Property consultants strengthen the guidance of corporate brands and huxing, and at the same time increase the publicity of corporate brand image in the sales office.
2. Promotion summary of the month:
(1) Media Advertising Release
At the beginning of this month, a subtitle advertisement was put on Jimo TV. From April 1 to April 7, there were 10 calls and 6 visits.
On April 24, 4000 leaflets were distributed at the entrance of clothing market, commodity city and Heshan Road. On April 25th, a half-page Peninsula advertisement was put on, and on April 29th, a full-page information newspaper was put on, bringing 38 calls and 2 groups of visitors.
(2) Experience and lessons of activity organization
April 13 and 26th: excellent family lectures
In order to promote the occupancy of the owners and improve the occupancy rate of the project, a home lecture was held again. Inviting oriental home designers to the scene and explaining them in kind are more popular with the owners. 10 owner's field visit, in which 8 owners made it clear that they would carry out renovation. The activity soft text is published on the company website and the cooperation website.
Improvement: While inviting customers, we will unite interested customers to enhance the visibility of the club.
April 16: Signing Ceremony of Sports Competition Title
In order to expand the promotion of the title of the xx Games in jimo city, a signing ceremony was held on the second floor of Mashan New Town Club. Li Jie, Vice Mayor of jimo city, and the head of the Sports Bureau attended the signing ceremony. The signing process was broadcast in Jimo News.
Iii. Work plan for the next stage:
1, promotion focus: project landscape:
2. Media combination strategy:
Broadcast: May 15, 22nd, two issues of peninsula telecom broadcast: scenery, the third phase is open.
TV Subtitle Advertisement: Sales information of B3, B 18 and Phase III of newly promoted buildings.
Text messages: 9, 16, 23, three batches of text messages to inform the sales information of the third phase.
3. Promotion activities
The seminar on home decoration co-organized by the project will hold a sports meeting in May.
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