The first chapter is an overview.
Property consultants are participating in a special service industry and becoming an indispensable part of real estate marketing promotion. In the process of real estate marketing promotion from the Pearl River Delta to the second-and third-tier cities in the mainland, pre-job training, on-the-job training, process monitoring and effect evaluation of property consultants have become a systematic project and are being gradually improved. In the era of more and more rational real estate development and fierce competition, the nature and importance of real estate consultants' work are changing. Then, as the protagonist in marketing promotion, how should real estate consultants position themselves, and how should their roles and responsibilities be identified?
Section 1 Who am I-Orientation of Real Estate Consultant
A, the representative of the company image
When you enter a company, how do you feel about its image?
At the beginning, your understanding of the company's image probably began with reading brochures or contacting company staff by phone, and gradually formed a feeling of this company from the dialogue. When you first came to the company, your impression of the company is believed to come from the reaction of the reception staff, the interior decoration of the building, the clothing of the employees, the atmosphere of the office and so on. But what impressed you most about the company was the people you met. No matter how big the company is and how many employees there are, you can only evaluate the whole company from the impressions given by the receptionists and two or three people you meet. If you get good manners, you will certainly have a good impression on this company.
People often say that "employees create companies", and employees are the property of the company. Therefore, not only the boss represents the company, but every employee represents the company. Your hospitality attitude represents the company through stationery and faxes sent by telephone or other companies. If you act rashly, it may lead to very bad consequences.
A bad attitude towards the guest may be considered as "that person has a bad attitude" or has no common sense, and may even make the other party feel unhappy and suspend the transaction.
As a real estate consultant, he directly represents the company to customers, and his image also represents the company's image. The neatness of clothes, the sweetness of smiles and the pertinence of suggestions will leave a good impression on customers, increase confidence in the company and narrow the distance between the two sides.
Second, the transmitter of business philosophy.
Property consultants should make it clear that they are the intermediary between the company and customers, and their main function is to convey the background and strength of the developer, the function and quality of the real estate, the price policy, promotional offers, service content and other information to customers, so as to achieve the purpose of promoting sales.
Third, the client's property consultant.
Buying a house involves a lot of professional knowledge, such as lot investigation, comparison of similar buildings, apartment type evaluation, building structure appraisal, location value judgment, housing quality inspection, value calculation, area calculation, mortgage payment calculation, contract signing, property right handling, etc. Each link contains many professional and meticulous aspects. It is not easy for an inexperienced consumer to change from a layman to a semi-ignorant buyer.
Therefore, real estate consultants should fully understand and make use of professional knowledge to provide consulting convenience and services for customers, so as to guide customers to buy houses.
Fourth, investment and financial experts.
Property consultants must have absolute confidence and believe in three things: the company they represent, the products they sell and their sales ability. Only in this way can we give full play to the sales promotion technology of property consultants. This is because: first of all, trust your own company. In the promotion activities, the property consultant not only represents the company, but also directly affects the company's economic benefits, social reputation and development prospects. Secondly, I believe I can complete the promotion task. This ability is the source of confidence and determination for the success of real estate consultants, which can generate motivation and enthusiasm. Third, I believe that the products I sell can meet the needs of customers. Believe that the goods you sell are real goods, so that you can successfully sell them, so that you can identify yourself as an expert in recommending real estate.
Verb (short for verb) is a friend of the customer.
Property consultants should impress customers with the greatest sincerity, consider for customers everywhere, become recognized friends of customers, and let customers buy with confidence.
6. Customer's feedback to the company's media.
As an intermediary between the company and customers, the property consultant should not only convey the company information, but also take the responsibility of reflecting the customers' opinions to the company, so that the company can make corresponding corrections and treatments in time and establish a good corporate image.
Seven. Collectors of market information
Property consultants should have strong reflective ability, adaptability, rich business knowledge and keen sense of the real estate market, which requires property consultants to collect, summarize, analyze and summarize a lot of real estate market information. For example, judging the development situation and trend of the macro real estate market, grasping the overall development level of the regional market, recognizing the advantages and disadvantages of surrounding real estate and competitors and market activities, and grasping the purchasing mentality of consumers. To provide accurate market basis for company decision-making. Who am I Facing in the Second Section-Property Consulting Services Section III Clients
Property consultant's service to customers
1, transmitting company information
Property consultant is a bridge between developers and customers, a company representative that customers directly face and communicate with, and an important medium for customers to understand developer information.
2. Understand customers' interests and hobbies in real estate.
Through many contacts and speculations with customers, property consultants can form a certain understanding of customers' purchase preferences in order to get a shot.
3. Help customers choose the property that best meets their needs.
Discover real needs and solve them effectively. To be fair, is every apartment you sell suitable for customers? In the process of sales, an excellent property consultant can explore the real needs of customers with an intuition in the question and answer with customers, and recommend a truly suitable house to him very clearly, including the most suitable payment method. Therefore, property consultants should make use of their professional knowledge according to customers' preferences and recommend the apartment that best suits their needs. At the same time, excellent property consultants should have financial management ability and arrange different capital flows for different customers.
4. Introduce the advantages of recommending real estate to customers.
After professional training, real estate consultants should fully display the advantages and value of real estate in front of customers by combining the unified words of real estate sales and their own speech skills when communicating with customers.
5. Answer questions raised by customers
In the sales process, it is common for customers to ask property consultants. They may ask questions about real estate transactions, or they may ask all kinds of questions unrelated to real estate, such as asking for directions, taking bus routes, shopping and other things in life. As an excellent property consultant, we should understand that customers ask us questions because they expect us to serve them, so we should be honest with each other, answer questions and try our best to meet customers' needs. Based on this, property consultants should not only delve into all aspects of their own work, but also be familiar with local conditions, such as transportation, hotels, transportation, large and medium-sized shopping places and so on.
6. Introduce after-sales service to customers
Buying a house is a systematic project, and consumers must have the following professional knowledge. After signing the purchase contract, you must go through the formalities of bank mortgage, tax payment, property right registration or change. Property consultants should explain the company's service purpose and after-sales service content in detail to avoid customers' worries about buying.
7. Persuading customers to buy this building is a wise choice.
The guarantee of architecture, environment and quality, the embodiment of developers' strong strength, the guidance of lifestyle, the improvement of quality of life, and the excavation of property appreciation potential are important factors for customers to make purchase decisions, and also the soft and hard system that supports customers to choose this apartment.
Provide property consulting services to the company.
1, the disseminator of corporate culture
As the representative and spokesperson of the company's image, the property consultant is an important way to spread the company's business philosophy and corporate culture.
2. Market information providers
Real estate consultants who live in the front line of the market and are the first to contact consumers are the distribution center of buyers' market information. Developers can obtain first-hand market information through property consultants, such as the type of apartment required by consumers, the function of the building, the price, etc., so as to make accurate market positioning and provide preconditions for project planning, design and marketing.
3. Bridges and ties between customers and companies.
As a bridge between enterprises and consumers, property consultants should stand in the position of consumers and convey their opinions, suggestions and hopes to developers; At the same time, property consultants spread the background strength, business philosophy and corporate culture of developers to consumers, and reached a purchase agreement through two-way communication. Section 3 My Mission-Responsibilities and Requirements of Real Estate Consultants
I. Daily work responsibilities
Enhance the company image and convey the company information;
Proactively recommend the company's real estate to customers;
Guided by service standards, maintain a high level of service quality;
1) Keep smiling;
2) keep your appearance clean and tidy;
3) patiently and politely introduce to customers;
4) Positive working attitude;
Sales performance every month;
Keep the service desk and exhibition hall clean;
Timely reflect the customer situation.
Submit the summary report on time;
Cultivate market awareness and timely reflect the development trend of competitors and similar projects;
Keep sales materials, including work cards and work clothes;
10, constantly self-supplement and improve business knowledge;
1 1, subject to the company's work deployment and arrangement;
12, strictly abide by the company's rules and regulations;
13, strictly abide by the confidentiality system in the industry. The establishment of confidentiality system requires property consultants to abide by the company's confidentiality principle and not directly or indirectly disclose the company's customer information; Don't directly or indirectly disclose the salary, wages and other salary information of the company's employees. Shall not directly or indirectly disclose the company's development strategy, sales performance or related business secrets.
Second, the preparation work before business and the daily work of the sales department
Service Standards, Objectives and Avoidance
Sales department
Keep sufficient light and clean glass inside and outside the store; The air conditioner is running normally and the air is circulating; Keep the sales materials complete, nailed down and displayed neatly; Keep desks and counters clean and tidy; Application stationery: notebooks, pens, paper, customer registration forms, sales materials, etc. It should be neatly placed on the desk.
Comfortable and perfect service environment, clean and tidy environment, space facilities convenient for work.
Newspaper stationery is placed in disorder, with strange furnishings and messy desktop; I can't find writing tools or sales materials anywhere;
register
Go to work on time
Insufficient, incomplete or scattered sales materials
Read newspapers and periodicals
The sales department forbids reading newspapers and periodicals at any time. Get ready for a new day before opening. It's late and I'm still having breakfast.
smoke
Smoking is prohibited in the sales department at any time.
Take food
The sales department forbids eating in the store at any time.
Three. Responsibilities and requirements of trade fairs and other links
Work according to the basic principles of different types of work
Expo 1) uses the warm atmosphere of many people to promote sales;
2) complete the sales promotion, 3) explain clearly, 4) sign the subscription book;
5) Record and follow up the guests who have not bought a house but have accepted the promotion;
6) Take advantage of the discount after the fair to further urge the guests to make a deposit. 1) Dress uniformly and cleanly;
2) The exhibition site is clean and tidy;
3) complete information;
4) Try to master the information of the intended customers.
Trade Fair Follow-up 1) Follow up customers who have not bought, 2) Understand the reasons for buying, and 4) Further promote sales;
5) Keep in touch with customers, 6) Make sure the guests sign the contract on time, 7) Pay 1) Make sure all the guests follow up.
2) Ensure that all buyers sign contracts and pay on time.
Sales department 1) to promote and follow up visitors;
2) Promote and follow up callers.
3) keep the sales department and demonstration unit clean, 4) carry out cleaning work, 5) ensure that the sales department has enough sales materials and tools, and 6) facilitate normal operation. 1) Ensure the registration, promotion and follow-up of all visiting and calling guests;
2) Ensure the normal operation of the sales department and demonstration unit, and 3) Clean and bright.
Cold call 1) proactively distribute publicity materials to all office buildings, 2) obtain customer names, 3)4) follow up in the future;
5) Before each new unit goes online, 6) contact old customers actively, and 7) introduce the information of the new unit. Actively seek new customers and increase sales.