Operation link 1: functional analysis of internal subscription strategy
Analysis A: Partial Analysis of Content Subscription
The original intention of internal subscription is that developers choose some units to let their employees choose first to comfort their hard work. The target of internal subscription should basically be employees of the company and people related to the business and management of the developer, such as the construction company responsible for real estate construction, the professional organization responsible for planning and selling, or some well-connected people in government departments. However, the government did not make clear provisions on internal subscription, so the original "comfort" of internal subscription quickly evolved into another trick for developers to test the market and manipulate the atmosphere.
Analysis of B: Strategic Function of Internal Subscription
In fact, the main purpose of internal subscription is to set off the atmosphere, in addition to winning a number of rooms early before the official opening. As long as enough people pay the deposit, developers can declare how much they have sold on the opening day, giving people a good image of selling well. Even if these rooms are closed, I don't know if anyone will buy them as long as the atmosphere is up.
There are three ways of internal subscription.
Therefore, it is suggested that a small amount of pre-emptive rights be given by lottery through promotional activities when it is just launched, and combined with queuing subscription. Of course, we should avoid queuing in publicity, but we should do more market guidance to make many people strive for subscription, which will cause certain market tension, and guide the market to queue up instead of deliberately queuing to shake the number, leaving more room for ourselves.
Analysis C: Out of the Wonderful Legend of Internal Subscription
Determination of internal subscription price
At present, some developers are uncertain about the price when they subscribe internally. They only tell customers the price. One of their purposes is to attract more people to deposit, and also to see the market reaction. The more people pay the deposit, the more confident the developer will be, and the final price may be higher. From behind these developers' shirking, it is not difficult to see the well-known inner face of Si Mazhao.
This ghost worship strategy seems wise, but it is also very sad. Especially some well-known developers, do not hesitate to make this decision, so they lack confidence. People who buy houses must be more careful. Because if the number of people is small, developers will not be able to get on if the situation is not good, and it is not too late to wait until the official opening; If the situation is good and customers are "like a tide", then the final price must have been overdrawn before the "appreciation potential" was mentioned.
You are sweating like a pig, and you are eager to make up your mind. The developer is happy in his eyes. If you help him set off the atmosphere, he will naturally not charge you less. Maybe the developer was fascinated by himself, didn't know who he was, and threw out a wishful pricing scheme, which eventually hurt himself and deceived the developer.
The second operation link: make an internal subscription sales operation plan.
I. Purpose of internal subscription
The role of internal subscription before formal sales on the whole project should not be underestimated, and its purpose is:
(a) Customers can be obtained from internal subscription, so that the purchase intention and market demand of rooms can be more clearly grasped (which market is bigger, house or villa, which market needs the largest area and apartment type);
(2) The project is in the construction stage, and it is necessary to let the society know about the project through internal subscription, promotion meeting and other marketing means without existing houses and model houses.
(3) Launching the project at the end of the hot sale of real estate can play a pre-publicity role for the project and create momentum for the project;
(4) This is a good opportunity for salespeople to practice in person during the training period. They can use the knowledge, methods and skills they have learned to receive customers and answer questions in the room, so as to continuously train sales staff, improve their professional level and quality, and lay a solid foundation for formal sales in the future;
(5) internal subscription, selling commercial housing to customers who have confidence in our project at the most favorable price,
Maximize its benefits and gather popularity at the same time.
Second, the internal subscription time
Determine the internal subscription period according to the project progress and business promotion progress.
Third, the internal subscription area
The main areas subscribed by the human resources department are mainly within the group and radiate around.
Fourth, personnel arrangement.
(1) Sales staff: responsible for customer promotion, reception and project introduction during the internal subscription period, signing the subscription book, collecting the property market and reporting to the superior in time, and recording the customer files.
(2) Sales public relations: develop customers, track target customers, organize customer files, and collect sales information during internal subscription.
(3) Other personnel: cooperate with the work and assist the sales department in promoting sales.
Verb (abbreviation of verb) arrangement of sales place
1. Daily sales place: multifunctional hall on the second floor of Symptom New Village Club.
2. Promotion place: Ramada Hotel Shunde Dalian.
Preparation of intransitive verbs sales materials
(1) price list
(2) Loushu