1, knowledge structure
The personnel of the real estate marketing company should have strong curiosity and extensive knowledge. Rich real estate knowledge is an important condition for marketers to do a good job in real estate sales. A good real estate marketer should not only be an expert familiar with the industry, but also be familiar with local customs and have extensive social knowledge. The professional knowledge of sales staff mainly includes the following contents.
(1) Knowledge and information about the real estate industry and market. In order to work more effectively, salespeople must master the current business situation and customer activity trends of the industry and market. What is the current customer situation? How can I increase my purchases? Where are the potential users? What is the potential sales volume? As well as the relevant national real estate policies and regulations, how much market information real estate enterprises have, and how accurate the speculation on market changes and development trends is.
(2) Customer-related knowledge information Customer-related knowledge information includes: buyers' purchasing motivation, purchasing psychology and purchasing habits; Who is the purchasing decision-maker, who influences the purchasing decision-maker, what role and position does it play in the buyer's family, and what is the family income? In addition, it also includes its expenditure method, as well as the purchase method, conditions, time, preferences and other related information. Mastering the above knowledge and information can help sales staff to do a good job in sales.
(3) Knowledge of laws and regulations related to real estate sales. Personnel of real estate marketing companies should know about civil law, contract law, trademark law, advertising law, brief history law, anti-unfair competition law, consumer rights law, urban real estate management measures and real estate sales management measures.
(4) Relevant knowledge and information of real estate enterprises Real estate sales personnel should be familiar with the history of real estate development enterprises or real estate sales agents and their position in the same industry; Development course and corporate culture of real estate enterprises: products, brands and social reputation developed by real estate enterprises. Knowing the advantages of this enterprise can enhance the confidence of sales staff.
(five) the knowledge and information of real estate development, mainly including the location, traffic, location, environment, total construction area, floor area ratio, building coverage rate, greening rate, etc. of real estate; Structure, function, use, price, housing acquisition rate and property management knowledge of real estate products; Relevant information of competitive real estate, sales of the real estate and comparison with other competitors' products. Only when the sales staff know the products better than the customers can they answer the customers' questions about the use and functions of the products, enhance the confidence of the sales staff in successfully selling real estate products, and increase the chances of successfully persuading the customers to make a purchase decision.
2. Etiquette cultivation
(1) Telephone Etiquette In today's highly developed communication, telephone is often the main channel for salespeople to talk with customers.
Telephone etiquette is also one of the qualities that salespeople should have. Making a good impression on customers by telephone is conducive to the development of sales work. So answer the phone in the right way and in polite language. For example, when you answer the phone, you usually take the initiative to say "hello, this is a garden or apartment" and then start a dialogue; When talking with customers, the voice must be natural, friendly and soft, so that customers feel happy and willing to further contact and try to get the information that enterprises want.
(2) Etiquette Good appearance and dress when receiving customers, and sincere smile can leave a good impression on customers.
Therefore, when receiving customers, we should pay attention to eye contact with customers, which can not only understand their psychological activities, but also conform to international practice; At the same time, we should also pay attention to the etiquette of leading customers to see and leave the house. If the customer enters the door, the sales staff of the real estate marketing company should immediately come forward, warmly receive, take the initiative to say hello and remind others to pay attention.
(3) Personal image The personal image of the salesperson includes the company's corporate culture and embodies the corporate image.
To some extent, this also represents the image of real estate. Can shorten the distance with customers, reduce customers' doubts, improve affinity, and then urge customers to buy and reach a deal. Therefore, salespeople should have a clean appearance and strong affinity; Proactive attitude, smiling, cordial and sincere, orderly and standardized etiquette; Fluent eloquence, the ability to talk freely, etc.
3. Professional ethics
Professional ethics refers to the sum total of psychological consciousness, behavior principles and behavior norms maintained by people engaged in certain professional labor in specific work and labor, and evaluates good and evil. In addition to mastering the necessary professional knowledge and other knowledge, the sales staff of real estate marketing companies should also have good professional ethics, such as law-abiding operation, honesty-oriented, food-oriented, conscientious, unity and cooperation. Good professional ethics is an important factor in the success of real estate sales.