I. Purpose
Plan to achieve the sales target of 1000000, and add10 team members. The purpose of making this plan is to ensure the completion of indicators and the realization of goals.
Two. target
1. Fully and deeply grasp the advantages of our "product" positioning and use it freely.
2. Collect 1000 pieces of customer information according to the information I learned before and searched from other channels.
3. Lock 30 interested customers.
4. Strive to achieve the sales target
Three. working face
As we all know, the competition of modern real estate sales is the competition of service. Services are divided into pre-sale, in-sale and after-sale services, and our real estate sales are also a kind of "service", so the preliminary work, that is, pre-sale services, is the top priority of our work. Because of this, my work development plan is also centered on "pre-sales service".
1. Collect customer information extensively through multiple channels, and input it after preliminary analysis. In the process of continuous information input, I will constantly improve my business knowledge, so that I can further understand the characteristics of real estate sales and be able to use it freely in front of customers and answer questions.
2. Provide services to interested customers as much as possible (for example, inform the original housing, prices and other information in time according to customer needs), let customers know about the housing and prices, and interact with customers on this basis.
Secondly, it gives customers an invisible pressure, such as tight housing, rising prices and so on. Arouse their desire to buy.
3. In the process of telephone communication with customers, grasp their psychological dynamics in real time, and classify customers according to these.
4. In the process of communication, lock interested customers and keep uninterrupted communication. If customers are interested in our products or want to know more, they can arrange interviews.
5. Make all kinds of full preparations before the interview, so as to know the housing, area and unit price like the palm of your hand.
6. Summarize the analysis results after each interview, report to the superior, listen to the opinions of the leaders, overcome difficulties, adjust the mentality and continue to fight.
7. Advance in summing up and groping.
Four. Summary of plan evaluation
After one month, we should evaluate this month's work performance and plan implementation, sum up gains and losses, and prepare for next month's work.
The second article
First, strengthen their own business ability training. In the real estate sales in 20XX, I will strengthen my professional skills training, lay a solid foundation for realizing the sales task in 20XX, conduct skills training focusing on sales skills, and comprehensively improve my professional quality. Ensure that you always maintain high morale, unity and positive work enthusiasm in the sales work of 20XX.
Second, pay close attention to domestic economic and policy trends. In the new year, I will carefully study the changes in the domestic and local real estate markets to provide a basis for sales strategy decision. At present, the government has issued a series of policies to regulate the real estate market. How much impact will the 20XX have on the market, whether the government will continue to issue regulatory policies, and how to deal with them in order to ensure the realization of the 20XX sales task are the work that I must pay attention to and study.
Three, analysis of marketable products, formulate sales plans, objectives and implementation plans. My room is at 20XX. The focus of production and sales work is apartments. I will carefully analyze the characteristics of marketable products, tap the selling points of products, and combine the research of similar products in the market to formulate scientific and reasonable sales plans, task objectives and detailed implementation plans for different products.
Four, according to different sales products, determine different target customer groups, research and implement effective sales methods. I will combine my sales experience of 20XX years with my understanding of saleable products, carefully analyze and find out the effective target customer base. I will summarize the perfect and efficient sales method through statistical analysis of the data at work.
Verb (abbreviation of verb) carries out the requirements of the group and ensures the smooth completion of the sales task. I will seriously implement the sales plan as planned, adjust the sales plan in time according to the sales situation and market changes, and revise the sales implementation plan. Summarize the phased sales work regularly, make plans for sudden changes in market conditions, and make every effort to ensure the completion of sales tasks.
Six, in view of the problems existing in the sales work, timely correct, and constantly improve the business skills of sales staff, to provide protection for the completion of sales tasks. Shops will account for a large proportion of saleable products next year, which requires me to have higher professional knowledge as a guarantee. With the help of department managers and colleagues, I will carry out relevant professional knowledge training, so that the sales work can meet the requirements of sales shops and rise to a new height.
The third article
The first stage: the early stage of project development.
Conduct preliminary research on the company's planned investment projects, grasp the basic situation and information, formulate specific market research plans, conduct formal real estate market research, put forward the initial overall idea of project operation, and make preliminary market positioning for the project, so as to provide basis for the company's management to make investment project decisions.
First, the project location, planning red line map, project-related legal procedures, project surrounding environment, project
Familiar with the municipal planning of the project area;
Second, carry out real estate market survey.
① Market environment investigation and analysis
Investigate the urban planning, macroeconomics, population size, land resources and real estate market where the project is located.
② Investigation and analysis of real estate market
Investigate the supply, demand, price status and trend, product types, market vacancies and sales channels of the real estate market where the project is located.
Third, the preliminary positioning of the project
According to the corresponding market research and analysis, the image positioning, product positioning and price positioning of the project are preliminarily defined, which provides practical basis for project development.
Fourth, put forward the preliminary overall idea of project operation.
The second stage: the project development stage
Track the market dynamics, investigate the competing buildings, competitors and consumers, analyze the advantages and disadvantages of this development, further clarify the market positioning and overall operation ideas of the project, and put forward corresponding marketing strategies;
Main work content
The first is to conduct a dynamic survey of the real estate market.
In-depth understanding of the real estate market supply, demand, price status and future development trend, product types and sales channels in the project area.
Two, to carry out the investigation and analysis of competitive real estate and competitors.
① competitive asset scanning
(2) possible scanning of competitors;
③ Supply analysis
(4) competitor's product analysis, including room type, planning, land and comprehensive facilities;
⑤ Market positioning and trend of competitors
⑥ Price benchmark analysis of competitors
⑦ Background and strength of competitors.
Third, conduct a consumer survey to define the target customer base of the project.
① consumer second-hand data analysis
(2) Description of competitors' consumers (professional characteristics, consumers' concerns, consumers' psychology, product selection)
Four, clear the market positioning of the project, clear the overall operation of the project.
According to in-depth market research and analysis, clear image positioning, product positioning, price positioning, etc. Project-oriented; Clarify the overall operation idea of the project.
① product analysis
② SWOT analysis (advantages and disadvantages analysis) of this project.
Based on SWOT analysis, this paper puts forward targeted marketing strategies.
Verb (abbreviation of verb) strategic analysis and planning
(1) The selling point of the project is back.
② Overall marketing strategy
③ General selling price strategy
(4) The strategy of pushing cases by stages.
⑤ Overall strategy of public relations and publicity
⑥ Planning of marketing promotion projects
* Theme planning and promotion at all stages.
* Marketing analysis and summary of each stage.
* Market dynamic analysis and countermeasures at each stage
* Customer overall analysis and push strategy at each stage.
Analyze this project through infiltration planning, strong marketing planning and promotion planning.
The intransitive verb finally determines the choice of sales channels.
① Self-selling
② mechanism
Determine the short-listed professional property agency by inviting public bidding or public bidding.
The publicity of the project requires each tendering agency to submit its own marketing planning report.
Organize the relevant personnel of the company to review the marketing planning report, select the scheme and determine the property agent.
Sign a project consulting service contract or a sales agency contract, and specify the partners, cooperation methods, cooperation contents, time, rights and obligations, payment standards and payment methods.
Note: If a professional property agent is selected, the whole marketing planning and sales execution of this project will be completed by the agent company and run through the whole development process of the project.
The third stage: resource integration, perfecting the procedures required for sales and making good preparations for sales.
First, complete the staffing of sales, formulate the assessment and reward system for sales personnel, and organize sales training;
Second, make the sales model and design the sales organization structure;
Three, other materials are fully prepared, the floor plan of the sales office, the model house, the mapping report of the land department, and the "House"
Sample of house subscription book, sample of real estate sales contract, sales book and color advertising page;
The fourth stage: sales execution
Formulate detailed and feasible marketing strategies and phased sales targets and plans, monitor the implementation of project sales throughout the process, and make targeted strategic adjustments in time to achieve the target profit rate of the company's development projects;
Main work
First, formulate detailed and feasible marketing strategies and organize their implementation.
(1) Detailed description of the overall sales strategy and real estate marketing planning process.
Formulation of overall sales strategy and objectives
Selection and design of sales model
Division of sales stage and opportunity
② Push strategy
Choose the right time
Choose housing
Sales control plan
Formulation of total average price
Make a price list for one room.
Unit price difference, product coefficient, floor coefficient, landscape coefficient, orientation coefficient, room type coefficient and other factor indexes and coefficient systems.
④ payment method
preferential policy
Dynamic price strategy by stages: quantity and price strategy of internal subscription
Price policy and quantity control in market warm-up period
Dynamic strategy of opening price
SP (Promotion) Activity Price Strategy and Sales Control
Price adjustment scheme and price adjustment technology
Overall price and house price adjustment technology
⑤ Advertising strategy
Subject: Describe the real estate marketing planning process in detail.
Brand image positioning
Media delivery
advertising creative
On-site packaging design
1, fence 2, billboard 3, logo guide plate 4, building packaging 5, decoration style concept of model house
Second, formulate phased sales targets and plans, monitor sales implementation throughout the process, timely feed back market information and sales status, analyze and summarize the feedback information, and make timely targeted adjustments;
Third, complete the sales, achieve the target profit rate of the company's projects, and submit the marketing summary report.
The fourth article
The real estate industry has always been one of the important industries that promote the development of the national economy. Especially in recent years, China's real estate industry has made great progress, but it has also produced many bubbles, which led to a huge crisis in our country's real estate industry after the global financial crisis. In order to deal with this crisis, we have come up with many ways, but all of them are temporary solutions, so there must be several ways and schemes to get along.
A good real estate marketing plan must have a good sales plan and grasp the whole marketing activity as a whole. Marketing planning pays more attention to the relationship between products and markets, and is the main tool to guide and coordinate marketing efforts. If real estate companies want to improve marketing efficiency, they must learn how to formulate and implement correct marketing plans.
1. Contents of real estate marketing planning
In real estate marketing, it is very important to make an excellent marketing plan. Generally speaking, the marketing plan includes:
1. Plan Summary: Summarize the proposed plan briefly for the management to browse quickly.
2. Marketing status: provide background information on market, products, competition, distribution channels and macro environment.
3. Opportunity and problem analysis: the main opportunities and challenges, advantages and disadvantages, and problems faced by the products that must be involved in the comprehensive plan.
4. Objectives: Determine the planned objectives in terms of sales volume, market share and profitability.
5. Marketing strategy: provide the main marketing methods used to achieve the planned objectives.
6. Action Plan: What should this plan do? Who will do it? When will it be finished? How much will it cost?
7. Estimated income statement: summarize the planned expenses.
8. Control: Describe how to monitor the plan.
I. Overview of the plan
At the beginning of the plan, the main objectives and suggestions of the plan should be briefly outlined. The plan summary enables the top managers to quickly grasp the core content of the plan, and the content list should be attached to the plan summary.
Second, the status quo of marketing
This part of the plan is responsible for providing background information related to the market, products, competition, distribution and macro environment.
1. Market situation
Information about the market served should be provided. The size and growth of the market depends on the total amount in the past few years, and it should be listed separately according to market segmentation, as well as the trend of customer demand, concept and buying behavior.
2. Product information
The sales volume, price, price difference and net profit of the main products in the product line in the past few years should be listed.
3. Competitive situation
The main competitors should be identified, and their scale, objectives, market share, product quality, marketing strategy and any other characteristics that help to understand their intentions and behaviors should be described.
4. Macro environmental situation
We should be clear about the important macro-environmental trends that affect the future of real estate, namely, population, economy, technology, politics and law, social and cultural trends.
Third, opportunities and problems analysis
According to the information describing the current marketing situation, we should find out the main opportunities and challenges, advantages and disadvantages and problems faced by the company in the whole marketing period.
Managers should find out the main opportunities and challenges facing the company, which refer to external factors that may affect the future of the company. These factors are written to suggest some actions that can be taken. Opportunities and challenges should be divided into seriousness and urgency, so that the most important thing can get special attention.
As long as we work according to the above sales plan, even if we can't return to the peak of sales in previous years, we will return to a good state, because we work according to our most practical situation, so that our sales work can be achieved. I believe that our national economy will recover soon, and our real estate market will also recover and prosper!
Format of work plan:
1. The name of the plan. Including the name of the planning unit or group and the planning period, such as the "annual work plan of the class teacher".
2. The specific requirements of the plan. It generally includes the purpose and requirements of the work, the items and indicators of the work, the implementation steps and measures, etc. That is, why do it, how to do it, and to what extent.
3. Finally, write down the date of the plan.
(2) the content of the work plan. Generally speaking, it includes:
1. Situation analysis (basis of planning). Before making a plan, we should analyze the current situation of research work and fully understand what the next work is based on and what the plan is based on.
2. Work tasks and requirements (what to do). According to the needs and possibilities, the tasks to be completed and the work targets to be achieved in a certain period of time are stipulated.
3. Working methods, steps and measures (how to do it). After determining the task, we should determine the methods and steps of the work according to the subjective and objective conditions and take necessary measures to ensure the completion of the task.
(3) Steps that should be taken to make a good work plan:
1. Seriously study the relevant instructions from the superior. Understand the spirit and arm the mind.
2. Carefully analyze the specific situation of this unit, which is the basis and basis of planning.
3. According to the instructions of the superior and the actual situation of the unit, determine the working principles, tasks and requirements, and then determine the specific methods and measures of the work, and determine the specific steps of the work. Close contact and put it into practice.
4. According to the possible deviations, shortcomings, obstacles and difficulties in the work, determine the methods and measures to overcome the budget, and avoid being passive when problems arise.
5. According to the needs of work tasks, organize and distribute power, and define the division of labor.
6. After the draft plan is made, it should be submitted to all staff for discussion. The plan depends on the masses, and only by correctly reflecting their demands can it become the goal of everyone's conscious efforts.
7. Further modify, supplement and improve the scheme in practice. Once the plan is formulated and formally adopted or approved, it must be resolutely implemented. In the process of implementation, it is often necessary to continue to supplement and modify it to make it more perfect and practical.