Business management training, business strategy consulting, business creative design, commercial advertising promotion, real estate marketing agency, real estate whole process planning, real estate integration and promotion of real estate sales training.
Overall planning of real estate project (pre-market research, product positioning, feasibility analysis, marketing strategy, implementation and promotion of marketing scheme) 1, our work
The work of Zhengzhou Yuzhi Real Estate Marketing Planning Co., Ltd. is to provide systematic and well-founded suggestions and scheme design for development agencies in product development, image promotion and marketing execution in a standardized, scientific and procedural mode. The core goal of all work is to provide basis and scheme support for the decision-making of development institutions.
After the cooperation between the two parties begins, our company will provide your company with comprehensive and systematic technical services, which are as follows:
1) project market positioning planning: including market product grade positioning, differentiated positioning, price positioning and basic image positioning.
2) Suggestions on product core planning: including suggestions on development direction, overall planning, apartment planning, garden planning, indoor standards, etc.
3) Project image planning: including the overall product image planning, case name system, the concept of promotion and performance in each stage, and related plane and media planning.
2. Basic views on real estate development and management.
Product core
Real estate development and development planning of any other commercial project must follow the same concept, that is, full investigation is the first key to success.
For the study of the real estate market, the relevant theoretical data in China are too theoretical and plagiarized, and the practical guidance is insufficient. After years of experience accumulation, our company has formed a set of its own precise positioning research model. Its core feature is mainly aimed at the region in the market development stage, and how to locate the development ideas under the environment of insufficient information comprehensiveness.
The conventional discussion of market research in classical theory is very complicated, but its fatal weakness is that it covers all aspects, is too focused, needs too many figures, and the specific operation is vague, so it is impossible to realize market research in the development stage. Our company's research focuses on the real estate development of most cities in China at present:
1) The theoretical relationship between aggregate and demand is vague (the main reasons are: the ineffective supply is too large in the development stage, the macro-supply and demand figures in the market have no obvious guiding significance, the macro-statistical norms are unclear, and the water content is too large), and the interference of ineffective theory is abandoned.
2) The staged effective demand of products comes from the hierarchical analysis of the total market price supply.
3) Innovation is not new, but the market vacancy.
4) Don't be the most demanding, as long as it is the scarcest.
3. Promotion planning
1) target
The speed should be reasonable and the goal should be clear.
Before serving the development company, our company will communicate the significance and actual target direction of this project to the development organization. The scheme design should not only be based on the market situation, but more importantly, it should be combined with the developer's capital situation, operating conditions and enterprise development intentions.
2) Manipulation
The promotion scheme provided by our company includes the whole advertising system scheme. It is a basic element to capture rival customers by using the necessary advertising volume, but our focus is not only to realize the cognition of potential customers, but more importantly, to win over potential customers, which requires us to show the skills and methods of product core. One key point is one of the tasks of our company: we should be firm and confident in developing our thinking, and we should be able to convince customers and reach an understanding.
3) Creativity
The word "originality" is misinterpreted as "originality" on many occasions, but in our company's view, all our ideas are based on a suitable goal, and "novelty" is not necessarily accepted, which has been proved by many facts. "Eye-catching is an effect that must be pursued in many promotion plans, but this effect needs real connotation. The task of our company is to create and find this connotation first.
3. Program breakdown
1, product core planning (i.e. planning and architectural scheme) 2. Interpretation of project image
3. Advertising system scheme 4. Marketing promotion control
5. Promotion plan 6. Public relations activity plan
4. Homework
The first step: with our company as the main body and your company as the partner, make a preliminary investigation on the macro-economy and market situation of this city and make a preliminary market segmentation.
Step 2: Combine your company's initial development intention, make a special analysis of the market segments, and put forward the thinking of positioning first and standby.
Step 3: Combine experts in planning and design, financial management and policy analysis. , repeatedly demonstrated and revised the idea of product core positioning, and formed the final decision with your company as the main body.
Step 4: Our company will design the image of the core products, conduct comprehensive packaging and operation planning, and form a complete implementation plan.
Step 5: Focusing on your company, our company will form a special group to coordinate the implementation of the plan.
The whole agency service content and charges
I. Performance
1) advertising promotion
1, behavioral and psychological analysis of target consumer groups
2. Analysis of the conversion between selling points and interest points of real estate.
3. Consumer psychology and property image orientation
4. Theme promotion language
5. Promote sports strategy by stages.
6. Media movement strategy
7. Measurement and monitoring of promotion effect
8. Promotion budget
9. Issue an advertising promotion planning report.
II) VI design
1, logo
2. Sales Department
(1) packaging idea
(2) Zoning
(3) on-site POP
(4) Design of Dragon Promotion Exhibition
(5) Decoration suggestions for the decoration design of the model room.
(6) Model, renderings, design and production suggestions of demonstration units
3. Website packaging design
4. Body packaging design
5. Suggestions on the layout of tour routes
6, guide tool design
(1) sign design of sales office
(2) The sales office displays posters.
(3) the design of the sign of the sales office
(4) The design of sales staff's work permit
(5) Business card design of sales staff
(6) Logo design of building access, guide card, logo and sign design of model house.
(7) Design of outfield guidance system
(8) Design of driving guidance system
3) Sales of loushu and DM leaflets
1, sales loushu
2.DM single page
3, folding, single page
4) Newspaper print advertisement design
5) Design of marketing and promotional products
6) Release design samples (if all advertisements need to be printed in newspaper media and produced outdoors, they will be released into movies after being approved by Party A. ..
VII) Follow-up services
1, effect follow-up
2, strategy correction
3. Advertising planning, creativity and design at the corresponding stage.
plan
SWOT analysis of 1) project
1, project advantage analysis
2, the project disadvantage analysis
3, the project market opportunities
4. Possible market threats and difficulties
2) Evaluation of project competitiveness
1, market evaluation of economic indicators
2. Sensitivity evaluation of variable factors
3. The comprehensive market level of sales.
3) Ideas and suggestions of marketing strategy
1, sales cycle plan
2. Target market selection
3. Suggestions on the choice of marketing strategy
4, project brand planning strategy
5. Project specifications and VI
4) Target market positioning and feature description
1, target market positioning (location, age, class, family status, occupation)
2. Description of target market segmentation characteristics
V) project price positioning and strategy
1, price strategy
2. Price positioning
3. Pricing and description
4. Description of payment method
VI) Suggestions on the project promotion plan
1, activity promotion
2. Public relations promotion
3. Channel promotion
VII) Theme Selection of Property Promotion
1, selling point selection
2. Choice of points of interest
3. Promotion theme of the property
4. This kind of real estate promotion language
8) Promote cycle simulation and control.
1, sales cycle simulation
2. Sales control
IX) Project Marketing Budget
X) release the marketing planning report.
carry out
Organize the training of sales staff.
Pay the salary and commission of the sales staff.
Sales site management
Sales strategy formulation
Sales business execution
Formulation of sales contract
Staffing:
Zhengzhou Yuzhi Real Estate Marketing Planning Co., Ltd. set up a working group and sent personnel to the site.
Includes a project manager, a sales supervisor and 5-8 sales representatives.
Service fee: agency commission: calculated according to the actual total sales 1.2- 1.5%.
Premium sharing: development companies account for 60%, and agency companies account for 40%.
Settlement method: commission and premium share shall be paid monthly, and Party B shall report the monthly sales settlement to Party A on 28th of each month, and Party A shall pay it to Party B before 5th.
Cooperation with development companies: Prepare the annual advertising promotion and production budget, with the total sales calculated as 1- 1.5%.
Sales cycle: 10 to 15 months from the opening date (the project facade is completed or delivered).