Main article
Excavate and restore value.
Unified and perfect "sales rhetoric" and "marketing methods" are indispensable magic weapons for real estate sales teams. In real estate sales, we often pay attention to the understanding of the market, the excavation of project value, the in-depth analysis and grasp of customers, and the profound tempering of language.
As the saying goes, know yourself and know yourself, and you will win every battle, so before entering the sales department, please also ask buyers to think backwards.
Stepping into the sales department, buyers entered the "encirclement circle" of sales staff. Under normal circumstances, when a new customer visits, the seller's property consultant often asks, "Is this your first time to our project?" "Are you going to live by yourself or buy a house for your children?" In such a problem, property consultants can easily understand the basic situation of property buyers and their tendency to buy houses.
Then, property consultants began to "sell" to prospective buyers. Generally speaking, property consultants will "dig" the value chain of the whole project comprehensively and carefully, and put valuable and attractive "selling points" in front of property buyers in various ways.
In the process of excavating this value chain, it usually begins with "land value". What is the land value of the project site? Regional urban planning and development, the present situation and expectation of traffic, the historical and cultural background of the city, the supporting conditions of business and life in the area where the plot is located, and the living culture are all the values that the seller will "dig".
Secondly, the planning value of the project, such as courtyard space, centripetal combination, architectural sight, land use, the relationship between high-rise and low-rise buildings, the relationship between commercial layout and residence, the utilization of natural resources in the project, etc., is also a "selling point" card often played in real estate sales.
In addition, the "value points" such as garden landscape value, building facade value, transportation system value, apartment space details and community facilities are all the objects that the sales team will dig deep before the project is sold.
Therefore, prospective buyers know these "value points" before going to the sales department. Of course, you can also go directly to the sales department to understand. This paper analyzes the direction of value mining of sales real estate consultants, and then deduces and restores it in reverse: why should we focus on these value points, are they really valuable, and does focusing on value points cover up other value points more related to housing? Restore the selling points one by one and calmly analyze whether it meets your housing needs.
Promotional articles
The sales department especially likes to ask questions.
After a certain understanding of a project, most property buyers will choose a real estate for in-depth understanding. In the case of the selected real estate, in the face of the "rhetoric" of the real estate consultant of the sales department, what buyers have to do is to remain calm.
Property consultants are all professionally trained. Property buyers must know: the reply of the property consultant. At the same time, it should be noted that the "commitment" of the property consultant cannot be used as the legal basis for disputes after the purchase, and everything needs to be based on the "purchase contract" and "supplementary agreement".
In the in-depth understanding of a real estate project, the sales department is still an important "position". At this time, questions and consultations are also very particular.
The clear answer of the first sales method is whether to sell according to the construction area or the interior construction area (the difference between them is that the construction area includes the pool area and the interior construction area does not). At present, Nanchong's buildings are sold according to the interior construction area, but in order to show the "average price" discount of the project, in the sales rhetoric, it is not excluded that some sub-salesmen deliberately confuse the differences between these two aspects.
The second specific price is in the "loushu" of the project, and the word "average price" is often seen when buying a house. As the name implies, the "average price" is the average price of the project, but buyers often find that the house they like is far from the "average price". So in-depth understanding of the project, we must be clear about the exact price of the floor and apartment. Generally speaking, multi-storey buildings are located on the 4 th or 5 th floor, which is close to the average price; High-rise buildings with 6-8 floors and two households on one floor are 5%-8% different from the average price per unit area, and high-rise buildings are between 15%-20%.
Whether the third delivery time can be delivered on time, whether the construction project completion acceptance record form, the technical report on the actual measurement of commercial housing area, the residential quality guarantee and the residential instruction manual can be obtained when moving in are all places that buyers need to be clear about.
The fourth occupancy condition: when you check in, you need to know whether the water, electricity, gas, communication and closed-circuit monitoring system can be used normally, whether the private or public facilities such as cleaning, greening, sewage discharge and lighting in the community are normal, the disposal method of decoration garbage during decoration, and the collection of property management fees.
The total number of parking spaces in the fifth residential area, whether the parking spaces are above ground or underground, whether it can guarantee "one for each household", parking space area, charging standard, estimated opening hours, etc. Need to make it clear to the buyer.
Advanced article
Be wary of third-party salesmen outside the sales department inside and outside the sales department
Under normal circumstances, the sales department of Nanchong hot-selling projects is often crowded and lively. At this time, it is easy for buyers to have the herd mentality of "the house here is so hot that it will definitely sell well, and I can also consider it". At this time, it should be noted that not all buyers are queuing at the sales office, but also "viewing the house" or third-party salesmen.
"Housing care" are generally older "property buyers", and they often appear at the scene of important nodes such as project opening.
Third-party salesmen are divided into "little bees" outside the venue and "agents" and "sales staff of distribution companies" inside the venue. It is worth noting that there are usually many kinds of real estate agents, such as queuing to buy a number, but developers will not engage in many tricks when selling directly, because intermediaries want to earn more agency fees from developers.
Sales illusion such as "sold out"
Now, many consumers complain that it is difficult to buy a house. If you want to buy a house you like, it will be even more difficult. The project was finally selected, but the apartment type, area and orientation satisfied the buyers, but the property consultant said, "Sorry, this apartment type has been sold out."
At the sales site, in order to create a prosperous sales atmosphere, developers often print the words "sold out" on the bulletin board of the sales center, or mark a large area of sold units on the sales performance chart, so that buyers feel that there are few houses left. Sales staff will also take many measures to create a hot-selling atmosphere, so that property buyers have a sense of tension. Without thinking clearly, I signed the contract impulsively and paid the "sincerity gold".
At this time, buyers need to decide according to the actual situation. Real hot-selling projects do not rule out the situation of selling out. For the "sold out" phenomenon that is difficult to distinguish, you can go to the land department to inquire about the real estate listing information. In addition, when looking at the house, you can also go to the sales department and ask the salesperson to show a book called "Sales Control". This notebook records the real sales situation of the real estate, and you can determine whether the house you like has been sold.
Internal subscription or VIP discount
When looking at the house, property consultants often show the buyers a "sales report" to show that "sales are hot". However, these data often count those who have booked but have not signed as "sold", so it is difficult for buyers to know the actual sales volume. In addition, there are marketing gimmicks such as "VIP card", "internal subscription" and "more money every day", which show the benefits of developers selling houses.
For property buyers, internal subscription may fall into the "subscription trap" of developers because of the attractive preferential conditions. Remember, it is illegal for developers to adopt internal subscription or disguised internal subscription (VIP, preferential application) before obtaining the Pre-sale Permit. Property buyers can complain and report to the relevant departments after discovering it.
In addition, there is a sharp rise in house prices in the later period of hot sales, and the opening price difference between the first batch and the second batch is large, which is also a situation that buyers are easy to encounter when buying a house. These skills are not difficult to see in real estate marketing. The information asymmetry between buyers and sellers often makes buyers fall into a passive situation. At this time, property buyers should consult more professionals or related lawyers.
(The above answers were published on 2016-11-30. Please refer to the actual purchase policy. )
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