5 Real Estate Advertising Planning Plans
The planning plan is the expression of the planning results, usually with text or graphics as the carrier. The planning plan originates from the original idea of ??the proposer. Ending with the hands-on reference of the plan implementers, I will bring you the real estate advertising planning plan below. I hope you like it! Real Estate Advertising Planning Plan 1
1. The purpose and significance of all-employee marketing
< p> All-employee marketing is an important means to promote our company's marketing work. The purpose of promoting all-employee marketing within the company is to fully unleash and mobilize the enthusiasm of all employees through this form, achieve better economic benefits, and encourage employees to love their jobs and be dedicated to their jobs. , create a working atmosphere of unity, cooperation, hard work and everyone's promotion.2. Implementation methods
1. The plan adopts the approach of "all-employee marketing, more sales, more gains". Employees must not affect their normal work.
2. Scope of application: This plan is applicable to anyone who purchases a residence or shop in a real estate project developed by the company through employees starting from the company's general manager or below. (The sales department does not participate in this plan)
3. Sales process
① Employees are responsible for providing the location, unit type, area, price, delivery date, property management, Liability for breach of contract and other related information and consulting services.
② Employees are responsible for urging customers to pay the house payment on time (deposit, down payment, one-time payment, installment payment, mortgage loan and subsequent fees, etc.) in accordance with regulations.
③ Employees are responsible for leading customers to the finance department to pay cash or handle transfer procedures. Individuals are not allowed to handle cash.
④ Filling out the contract shall be completed jointly by the sales manager and handling staff of the Finance Department in collaboration with the customer. The sales manager is responsible for filing and keeping the signed contracts.
⑤ For customers who need a mortgage loan, the sales manager will assist them in completing the loan procedures.
⑥ The handling staff must communicate well with customers and explain to them relevant national policies and regulations and our company's temporary regulations.
⑦ Once the above work is completed, the sales work is deemed to be completed.
4. Performance commission
1. According to the company's regulations, different sales commission ratios are formulated for different building numbers and different types of properties (shops, residences).
Residential: The commission rate is 0.8%, and the commission rate for shops is 0.5%.
Performance commission = total contract price × ratio
2. After the sales work is completed, the handling employee can go to the company's finance department to receive the performance commission.
5. This plan (draft) will be implemented on a trial basis from the date of release.
__Real Estate Development Co., Ltd.
Real Estate Advertising Planning Plan 2
Activity Theme:
Happy Holidays, "Benefits" In (Project Name) (Alternative Topic One)
(Project Name) and I have an appointment with "Hui" (Alternative Topic Two). Let's make an appointment with "Hui"!
< p> (Project name), let’s make an appointment! (Alternative theme three)Activity format:
Forum, product promotion
Activity time ：
May 1, 20__ - May 1, 20__
Event location:
(Project name) Sales Center
Summary content:
Thank you to old customers and develop new customers
Activity background
(Project name) is located in the core area of ??Hunnan New District, not far from The Olympic Sports Center is only 100 meters south, with Hunnan Avenue in the north, Fumin South Street in the east, and Shenyang International Convention and Exhibition Center in the west. It has convenient transportation and complete supporting facilities, making it an economical and affordable choice for millions of households. In this season of butterflies and flowers, (project name) has received praise from the majority of owners, and the owners have gained the warmth of home. (project name) hereby organizes a May Day event to celebrate the joy of buying a property in (project name), aiming to Enrich the leisure, entertainment and cultural life of (name of project) customers, thank old customers, discover new customers, and consolidate the brand image of (name of project) real estate.
Purpose of the event
1. To increase the visibility and reputation of (project name) real estate products by organizing a series of activities.
2. Accumulate customer base through the execution of activities and detonate the project to achieve the final sales goal.
3. Demonstrate the concepts and services of (project name) real estate, thank old customers, and develop new customers.
Pre-event arrangements
1. Arrangement of event executors.
2. The host, dancers, singers, etc. are arranged.
3. Greeters are in place.
4. On-site event content requires the preparation of materials and the placement of snacks.
Indoor Activities
1. On May 1st, two famous real estate program hosts talked about real estate at the (project name) sales center in the form of a real estate forum. Explain the advantages of (project name) project, explain the products in detail, establish a good brand image for (project name), and expand the publicity coverage.
2. On May 2nd, the famous program host Yiming joined hands with the famous Feng Shui master to explain the unique features of the (project name) project from the perspective of Feng Shui to the guests, thereby attracting intended customers to develop a preference for the product. , so as to achieve the final sales goal. 3. On May 3, the famous radio host Cai Hao joined hands with the senior editors of Times Business News and Shengjing Portal Real Estate Channel to form the "(Project Name) Bargaining Group". You buy a house and I bargain for it. The event will be explained to everyone on site. (Project name) In addition to product advantages, it helps home buyers reduce housing prices to the lowest price, thereby increasing home buyers' intentions and achieving the final sales goal.
Outdoor activities
Come to (project name), watch the stars, drink beer, and eat fried chicken
1. Place an inflatable castle in the outer square and gather all the children The happiness brings parents who go with their children to stay in (name of project) and feel the beauty of living in (name of project).
2. Set up an outdoor stage, invite well-known bands to perform intimate performances, increase interaction with customers, build momentum in the outer square, and attract customers.
3. In the evening, invite everyone to come to (project name), watch the stars, drink beer, eat fried chicken, watch wonderful cultural performances, interact with everyone, and enhance the atmosphere of the event.
DIY production, comprehensive upgrade, more types, diverse gameplay, more convenient for entertaining customers in their spare time.
DIY handmade soap allows customers to give full play to their imagination, giving them a sense of accomplishment in the design and production process, increasing the fun of the activity, and giving them a good impression. Children’s DIY kites allow the children of (project name) owners to depict the wonderful summer in a colorful world, thus increasing their enthusiasm for participating in activities.
Tea break
Historically (project name) has attached great importance to the quality of the dining area and the variety of food. In this event, we have upgraded it again on the basis of the past, providing customers with cold drinks, Fruits, cakes, etc. are truly not only pleasing to the eye, but also delicious to eat, making customers enjoy the meal and never want to leave.
Real estate advertising planning plan 3
1. Product research
Only by conducting sufficient research on the real estate can we find out our own weaknesses and strengths, and examine Products are in the right position to face the market. In this way, we can prescribe the right medicine, give full play to the advantages of the product on a rational basis, and make planning effective.
(1) Positioning of the property;
(2) Analysis of advantages and disadvantages of construction, supporting facilities, and price;
(3) Analysis of target market; < /p>
(4) Analysis of target customer characteristics and purchasing behavior;
2. Market research
Some people may say that real estate projects rely on experience. However, it should be noted that the purpose of market research is to upgrade from perceptual experience, combined with constantly changing and segmented market information, to a rational level, to scientifically and effectively predict all problems that will arise in the planning and promotion process.
In the competition of market economy, it is impossible to work behind closed doors or superstitious experience.
(1) Analysis of the general trend of the regional real estate market;
(2) Definition of major competitors and analysis of SWOT;
(3) And the current situation Comparative analysis of real estate properties during the strong sales period;
(4) Analysis and evaluation of future competition.
3. Planning positioning
Positioning is a theme for all advertising activities, just like the center of a circle. Through project research, the real estate positioning is formulated and the USP (unique selling proposition) is refined. ), put forward promotion slogans to make the real estate highlight its unique selling points.
Find the creative elements that best represent the target customers’ understanding of family and lifestyle, use this as the tone of the advertisement, and amplify it in an artistic way to make the advertisement more image-driven and sales-driven.
4. Promotion strategies and creative ideas
In real estate advertising, some decision-makers have no idea of ??where to go and what to do, and there is no time schedule and no concept of cycle. When the real estate has no obvious advantages and the competition becomes fierce, there will be confusion and complaints.
Real estate advertising must be effective and economical, and must be strategic and planned.
5. Analysis of communication and media strategies
Some people say that half of advertising dollars spent on media is wasted. Indeed, only by leveraging the efficiency of media can limited advertising funds receive maximum economic benefits. Advertising companies select, screen and combine media for customers to maximize profits for customers.
Integrated communication is to adopt all-round three-dimensional communication around the established audience, establish a clear image for the real estate in the shortest period of time, and establish a brand with a consistent image.
(1) Effects and coverage targets of different media;
(2) Analysis of newspaper advertisements of different types, times and lengths;
(3 ) Analysis of magazine advertisements of different types, different times, and different lengths;
(4) Analysis of TV advertisements on different TV stations, different time periods, and different columns;
(5) Different radio stations, Analysis of radio advertisements in different time periods and different columns;
(6) Analysis of DMs in different regions and different methods;
(7) Analysis of outdoor or other media;
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(8) Analysis of different media combination forms.
6. Overall strategy for phased promotion
In real estate advertising, some decision-makers do what they want and do it. They have no time schedule and no concept of cycle. In the face of fierce competition, Market competition is always in a passive state, and we can only complain that advertising is ineffective.
Standardized marketing to promote real estate is a systematic project. It is particularly important to form an effective and economical phased strategy based on market feedback, construction progress, and competitors.
7. Phased advertising and media publicity
The creation of phased real estate advertisements must explore memory points, pinpoint interest points, grasp support points, and be guided by phased goals in an all-round way. We must implement a powerful advertising campaign and rationally use three sets of outdoor media, print media and public communication media, each with their own advantages, to crisscross and integrate communication.
(1) The focus of advertising;
(2) The theme and expression techniques of advertising;
(3) The creativity and production of various media advertisements;
(4) Media release form and frequency;
(5) Integrated communication strategy;
(6) Media release agent.
8. Strategies for periodic promotional activities
The biggest purpose of promotion is to use various methods and tools to stimulate and strengthen market demand within a certain period of time to achieve the purpose of sales promotion. Purpose.
(1) Theme of promotional activities;
(2) Planning and implementation supervision of promotional activities;
(3) Guidance on promotional activities and sales execution , Suggestions;
(4) Evaluation of the effectiveness of promotional activities and summary of market response.
9. Staged public relations strategy
Be good at using various social events to create news gimmicks about the real estate, and use the news media to report and hype so that the real estate can be promoted , and can establish a unique image.
10. Regular advertising effect tracking and information feedback
Advertising effect monitoring is a test of the economic, social and psychological benefits generated by advertising behavior. At the same time, market feedback information also corrects the next round of advertising behavior to adapt to the increasingly changing market. One road often leads to a dead end.
11. Regularly track your competitors’ advertising
As the saying goes, if you know the enemy, you will win every battle. In marketing, it is necessary to monitor every move of competitors in a timely manner. In terms of marketing competition, one can not only grasp the opponent's trends and take precautions before they happen, but also be able to react and respond to the opponent's marketing variables in a timely manner.
12. Promotion cost budget and expense monitoring
Every careful calculation of the advertising budget should not simply stop at cutting back on advertising projects and lowering project costs. , but should run through every step of marketing decision-making, through the careful arrangement of the advertising cycle, through the practical grasp of the advertising theme and the effective selection of advertising media. Because one decision-making mistake will often offset all the gains from dozens of bargains
Real Estate Advertising Planning Plan 4
1. Real Estate Event Marketing Concept
“ "Real estate activity marketing" refers to a single or series of marketing activities that are carefully planned, have a distinctive theme, can cause a sensation, and have strong news value in the process of real estate promotion to achieve more effective results. Brand communication and sales promotion; it is not only a marketing method integrating advertising, promotion, public relations, promotion, etc., but also a new marketing model based on brand marketing, relationship marketing, and data marketing.
2. The background of real estate activity marketing
Looking at the development history of real estate, the formation of the concept of real estate activity marketing is not achieved overnight. According to its different development stages, it can be roughly divided into the following three levels: Before 1994, the real estate market was not yet mature, and event marketing seemed to be an unfamiliar word; from 1994 to 1998, when billions of square meters of vacant houses hung in the minds of every developer, real estate event marketing became One of the most fashionable concepts; from 1998 to now, due to the increasing competition in real estate, real estate activity marketing has become deeply rooted in the hearts of the people, and has begun to transform from "product marketing" to "service marketing" and "customized marketing", but its interpretation and understanding have also changed. There is still a mixture of good and bad, good and bad.
3. Real estate activity marketing development stage
1. Promotional activities-simple product promotion activities are at best a technique and a partial modification measure. Their success brings There is chance, and the benefit is limited to the product itself. Looking at the real estate market from 1995 to 1998, most of the ideas and tricks were disguised profit-making behaviors, and most of their brilliance was short-lived.
2. Marketing planning - relatively organized and systematic marketing behavior, which is to modify and package the product based on the original market, formulate a rigorous advertising plan and implement it strongly. Compared with promotional activities, it is a qualitative leap and a sign of progress in the maturity of the real estate market. Its success is based on the optimal allocation of various resources in the market.
3. Marketing strategy - is a comprehensive and three-dimensional higher-level marketing behavior of real estate companies. It not only refers to the company's marketing decisions, but also focuses on whether the event marketing concept runs through the company's business operations. Every link and detail, including business philosophy, organizational structure, community ecological environment and neighbor communication, is formulated to create the best marketing plan by meeting the needs and desires of home buyers and taking into account the interests of home buyers, corporate interests and social benefits. plan.
Summary:
Looking at the development process of real estate activity marketing, it is obvious that activities that can be incorporated into the overall marketing strategy are undoubtedly more in line with the development trend of the times. But the current status quo is that the three levels of real estate activity marketing still coexist and develop simultaneously, and they serve different real estate companies to varying degrees.
4. Analysis of real estate event marketing strategies
The "event marketing" strategy in real estate marketing is based on the uniqueness and arduousness of its product sales and the creation of more intense and efficient "information "Transfer" means to achieve the shortest possible time and high efficiency of real estate sales.
First, the "event marketing" strategy should strive to convey the unique content of the real estate information - that is, the scarcity information of the real estate. The drunkard's intention is not to drink. On a piece of raw land, event marketing shows its unique effect.
Second, the way the information is delivered must be unique and exciting—that is, as sensational as possible. In order to achieve high efficiency in information transmission, the transmission of real estate product information must create sensational "news events" and highly original special activities, with unique "forms" and high-intensity stimulating features to attract consumers. Consumers are interested in "activities" and then deliver product information, corporate image information, etc. to consumers. The purpose is to enable specific publics to consciously and proactively receive the unique information of the product.
Third, the target of information transmission should be "accurate" - it must be targeted at a specific public.
The "public" targeted by a product is not the same concept as the general public. Those people who are likely to become consumers of the product are the public to which the product corresponds.
5. List of common real estate activity marketing techniques
1. According to the real estate activity marketing situation on the market---that is, horizontally expand according to market segments
⑴ Product briefing session - the purpose is to use a highly interactive briefing session in which developers, architects, landscape architects, cooperative merchants, etc. take turns to come on stage to give a comprehensive speech on the real estate product, and to share the details, supporting facilities, and concepts of the real estate. Communicate to owners and potential customers.
⑵ Customer activities - In the entire time series of real estate sales, select one or several key nodes, install "engines" and "boosters", and hold various types of promotional activities , which can be either alone or connected into a whole, such as cultural week, real estate festival, etc., in order to jointly accelerate the brand building or sales work of a specific real estate.
Real estate advertising planning plan 5
1. Real estate marketing planning plan design content
1. Style design
House architecture can It leaves a very deep first impression on people. If its style and type can meet the customer's preferences, then the marketing results will be more prominent. When conducting marketing design in terms of style, marketers can recommend corresponding architectural styles for different customer groups. For example, judging from the current cultural trend class structure in my country, most middle-aged customers prefer European and Western-style buildings, while some young people who love Chinese style are keen on Chinese-style pastoral-style buildings. This needs to be distinguished in the design plan.
2. Environmental design
The environment referred to here mainly refers to the environment other than the main building of the house, including green belts, groves, water features, pavilions, etc. Such environmental factors can bring good landscaping effects to a real estate area, thus making customers feel happy from the bottom of their hearts. In terms of environment, the marketing design plan can capture the needs of contemporary customers for green mountains and clear waters, focus on the ecological part of the environment, and also highlight some precious flowers, birds, fish and water in the environment, so that customers can feel a stronger natural atmosphere. Artistic and noble.
3. House type design
In the real estate marketing process, the house type is often the issue that customers are most concerned about, because the house type directly determines the daily life type and living needs of the residents. For different customers, different house types need to be corresponding. For example, middle-aged customers may have a large family and require a large space for activities, so they need a large house with good ventilation and lighting. In addition, some customers may have difficulty with their own activities, so it is more suitable for a house type where the bedroom and bathroom are close to each other, making daily life more convenient.
4. Property design
Property belongs to the "after-sales service" part of real estate marketing, and the service quality of the property has a profound impact on the customer's feelings. Especially in recent years, the real estate industry has become very popular, and customers are more concerned about the quality of properties. Therefore, marketing plans need to design the characteristics of properties from multiple aspects so that customers can intuitively feel the level of property services.
For example, the efficiency of property service work, the attitude of property services, the composition of property service personnel, and the highlights of property services, etc., are all features that can be highlighted in property design. A multi-pronged approach can make customers feel at ease about the property.
2. Key points for implementing the real estate marketing planning plan
1. Pay attention to the marketing planning plan as the basis
After the plan design is completed, marketers need to follow Detailed design plans implement specific marketing efforts. Under normal circumstances, the implementation of marketing plans needs to strictly follow the content involved in the design, which can make the marketing work more scientific and organized and ensure the quality of marketing. Especially for some marketing plans with very high design quality, only by fully practicing them can the advantages of the plan be reflected and bring unique advantages to marketing work. Usually, as long as marketers can follow the basic principles and content of the design plan, then the "minimum standard" of marketing quality can be guaranteed.
2. Pay attention to appropriate adjustments to marketing plans
Real estate marketing work changes rapidly due to fluctuations in market conditions. It is very likely that a marketing plan that was more suitable some time ago will no longer be applicable now. Applied. In this case, during the implementation of the marketing planning plan, it is necessary to provide timely feedback to the design stage and make design adjustments to the marketing plan so that it can keep up with the pace of market changes. Especially in some large-scale real estate marketing, the customer groups span a large span and the apartment styles vary greatly. It is even more necessary to adjust more types of marketing plans according to specific conditions in actual practice. For example, a marketing plan for young customers may no longer be applicable when guiding marketing efforts for older customers. If the original marketing plan is followed, it is likely to have a negative effect on the marketing work and even leave customers with a negative impression. Make a bad impression.
3. Pay attention to enriching marketing measures
Real estate marketing is a profound knowledge. Implementing the work according to the design plan or adjusting the plan based on work feedback is only the most important part of the marketing work. Basic content. On this basis, in order to improve the quality of marketing work, real estate developers need to further enrich marketing measures and achieve diversification of marketing methods. Diversified marketing measures have been successfully applied in many places, such as establishing communication channels for customers, allowing customers to conveniently provide opinions through the Internet, phone calls, text messages, etc., so as to identify deficiencies in marketing efforts. . In addition, you can also add humanized care for each customer, such as giving customers gifts carefully prepared by the marketing team on days that are of great significance to customers. This can most effectively make customers feel warm and enhance their The effect of marketing quality is very significant.
Conclusion:
The knowledge contained in real estate marketing work is like a vast sea of ??smoke. It cannot be explained in just a few words. Marketers need to continuously accumulate it in daily marketing work. , and continuous summarization can steadily improve the level of marketing services. Especially under the background of great changes in today's real estate marketing market, it is even more necessary to understand the plan and implement the plan based on the marketing planning plan, implement targeted marketing work according to the specific situation, and enrich marketing methods to allow customers to Choose the accommodation that best suits you under the influence of marketing efforts.