How to plan a marketing plan for house sales

Section 1: Overview of Sales Planning

Sales planning generally refers to: the division of project sales stages and how to arrange promotion strategies, how to set the sales price of the project, how to publicize and build momentum, etc.

Section 2: The difference between sales planning and project planning

To put it simply, the difference between the two is that project planning is the "outline", while sales planning is the "goal", and the "outline" promotes talents. "Eye" Zhang.

One: Project planning includes:

(1) Market research

Project characteristics analysis, building scale and style, building layout and structure, decoration and Equipment, functional configuration, property management, developer background, conclusions and suggestions

(2) Target customer analysis

Economic background: economic strength/industry characteristics/company, family

Cultural background: promotion methods, media selection, creativity, expression,

(3) Price positioning

Theoretical price/transaction price/rent price/price strategy

(4) Market entry timing and market entry attitude

(5) Advertising strategy

Advertising stage divisions, staged advertising themes, staged advertising creative expressions , Advertising effect monitoring

(6) Media strategy

Media selection/soft news topic/media combination/delivery frequency/cost estimation

(7) Promotion Cost

On-site packaging (marketing center, demonstration unit, hoardings, etc.), printed matter (sales documents, sales brochures, etc.), media placement

Two: Sales planning includes:

(1) Sales site preparation

(2) Sales representative training

(3) Sales site management

(4) Room Sales control management

(4) Sales stage summary

(5) Sales advertising evaluation

(6) Customer follow-up service

(7) Phased marketing plan adjustments

Section 3: Content and steps of sales planning

1: Project research: that is, research and detailed analysis of the project sales market and sales conditions The sales status of the project, the buyer group, the accepted price, the reason for purchasing, etc.

Two: Market research: Detailed understanding of all competitors, the so-called "know yourself and the enemy, and you will never be defeated in a hundred battles".

Three: Analysis of project advantages and disadvantages: Make a detailed objective analysis of the sales status of the project and find out the supporting reasons.

Four: Project repositioning: Based on the above research and analysis, reintegrate all selling points and adjust the project market positioning according to market demand.

Five: Project sales ideas:

(1) Differences in sales techniques. This is to distinguish it from other real estate marketing techniques and avoid blindly following the trend.

(2) The unity of the theme and idea. In terms of advertising, whether it is a rigid advertisement or text packaging, there must be a clear and unified theme.

A big topic can be decomposed into several small topics. The content of the small topics can be different, but they all serve to explain the big topic.

(3) Consistency of operating techniques. The first is that the operational thoughts cannot be broken or contradictory. Secondly, the time cannot be interrupted, and the time between two promotions cannot be too long.

Six: Project Sales Strategy:

(1) Selection of Project Entry Timing

Ideal Entry Timing: What we call market entry timing does not refer to the concept of time. The timing refers to deciding when to start entering the market based on one's own circumstances and market conditions, whether to sell off-the-plan properties or existing properties; whether to start selling when the building is built to plus or minus zero or wait until the ceiling is capped; whether to proceed step by step and complete adjustments Should we sell later or should we hurry up and launch in a hurry? Should we sell before our competitors or wait until others have sold out?

Based on years of experience and lessons learned, the ideal entry attitude of a project should generally have:

1. The development procedures and project progress should meet the basic requirements for salability;

2. You already know who your target customers are;

3. You know the target customers your price is suitable for;

4. You have figured out the project positioning and The resonance point between the background of the target customers;

5. The most shocking advantages have been determined and the central theme that can maintain a complete and unified image of the project from beginning to end;

6. A reasonable sales method that is more acceptable to target customers has been determined;

7. A competitive entry price strategy has been formulated;

8. A reasonable sales control list has been formulated;

9. Carefully calculate promotion costs and formulate an effective promotion execution plan;

10. Establish a professional sales team and formulate a comprehensive training plan;

11. Try your best to improve the on-site atmosphere;

12. Your competitors are still waiting for the prosperous market;

13. Other external conditions are also suitable.

2) Project advertising plan

After we determine the advertising appeal points and advertising tone of the product, formulating a practical advertising plan becomes a necessary step to achieve the final sales goal. A complete and operable advertising plan usually includes four parts: advertising cycle arrangement, advertising theme arrangement, advertising media arrangement and advertising budget arrangement. The promotion plan should adopt different communication channels and promotion methods according to the different characteristics of the specific project. It should also integrate the different advantages of various media and make full use of long-term and highly targeted professional media resources to achieve the ultimate goal of advertising: reduce Customer cost, everything is for sales!

(3) Sales deployment

Real estate sales are very phased. How to grasp the overall impact, flexibility and rhythm, steps and strategic adjustments, reflect It reflects the trader's ability to control the situation and often determines the overall outcome. Usually, several principles that should be followed in sales deployment are: keep the progress consistent with the strategic rhythm - warm-up period, opening period, strong sales period, and insulation period; prevent sales phase problems - such as construction period, quality, supporting facilities, etc.; estimate comprehensively Analysis of factors affecting costs and sellers - capital backlog, advertising promotion, changes in taxes and fees, etc.

Section 4: Principles of Sales Planning

1: Principles of Innovation

With the development of the times, traditional real estate sales theories are becoming less and less suitable for the market requirements, and cannot point out the direction for the various innovative explorations currently being carried out by many real estate companies. Judging from the large number of current marketing practices of real estate companies, including various measures such as discounts, prize sales, rent-to-own, and lower interest rates, most of them can produce stronger and faster responses and attract consumers' attention to real estate. , which provides us with rich and colorful materials and valuable ideas for exploring the theory of marketing innovation under buyer's market conditions.

Two: Principle of Resource Integration

Integrated marketing is based on the highly specialized division of labor in the marketing link. Through market channels, multiple professional marketing agencies form multiple marketing agencies around specific projects. A kind of collaborative organization with complementary and mutually beneficial professional talents, which organizes and combines real estate marketing-related elements such as capital, intelligence, brand, and social relations to form synergy and operate efficiently, thereby forming a complete process from investment decision-making to A new, market-oriented real estate marketing model that systematically controls the entire process of property sales and achieves predetermined marketing goals. Integrated marketing overcomes the shortcomings of the general marketing model of "strong in the middle and weak at both ends" while avoiding the need for planners to interact with each other. The sales agents are independent and uncoordinated. Integrated marketing integrates resources around specific projects to improve the professional division of labor and collaboration within the real estate industry. Its advantages are: intelligent complementation, maximum sharing of benefits, and maximum risk taking.

Three: System Principles

Real estate marketing planning is a comprehensive and systematic project, which requires the use of various marketing methods and marketing tools under the guidance of advanced marketing theories to realize real estate development The realization of value is essentially a process from understanding the current market, being familiar with the market to promoting the market, with the customer at the center. Customer needs vary widely, which means that real estate marketing planning is destined to shift from simplicity to comprehensiveness, and marketing services shift from focusing on appearance to pursuing connotation.

It should not only reflect the characteristics of the property, but also reflect the market characteristics, consumption habits and development requirements, and reflect the requirements of the market.

Real estate marketing should first start with the product, start with improving the comprehensive quality of the property, and start with meeting the needs of consumers. Regional segmentation, customer segmentation, and functional segmentation are becoming more and more in-depth, and humanistic ideas are beginning to be reflected. Pay attention to greening, increase intelligent facilities, centralize heating and drinking water supply, build elevated ground floors, staggered floors, large lighting protruding windowsills, sunny living rooms, movable light-transmitting roofs, automatic alarm systems, erect air corridors, and provide network services. There are many names for creating a knowledge home, and they emerge one after another. Once this kind of "selling point" that coincides with the development trend of market demand is released, it can set off a new round of hot sales. Innovation has greatly enriched the connotation of marketing planning, and further confirmed that in the buyer's market, only by focusing on people's needs, going deep into the market, grasping the market, and formulating practical marketing plans can we hope to stand out in the fierce competition.

Four: Operability Principle

Sales planning cannot be divorced from social reality. When planning, we must consider the national conditions, people's sentiments and folk customs, fully consider the difficulties that may be encountered during operation, and formulate corresponding countermeasures. Cooperating with government departments or authoritative departments can greatly reduce the difficulty of operation and improve the success rate of planning.

Section 5: Testing the results of sales planning

With the continuous development of market competition, various complex factors will have an impact on the progress of sales planning. It is possible that sales planning The initial positioning is no longer in line with the current reality, so the planning must be repositioned. The focus of repositioning is still to accurately grasp consumer psychology and competitive situation, and at the same time, have a clear and accurate judgment on consumer demand and market development trends. Only in this way can the stability of planning and positioning be ensured, otherwise the planning and positioning will continue to change. Will affect the realization of project value. Therefore, the principles of sales planning positioning or repositioning are: maintain stability and adjust dynamically. To achieve this, it is necessary to avoid major turbulence in the sales planning positioning, and it is also necessary to rely on a professional sales planning index evaluation system to try to maintain a healthy sales status for the project.