Based on the analysis of the sales volume and customer demand of various buildings in Heyuan City, this paper aims to explore how to make a correct project plan. Firstly, the development trend of real estate is analyzed from the market prospect and potential, and then the customer groups are analyzed. According to the main customer groups and needs of real estate, combined with various factors of project positioning, a series of marketing methods are formulated according to the needs, and strictly implemented in each stage.

Through investigation and analysis, the author believes that in marketing, we should first capture the needs of target customers, clarify strategic issues, and thus formulate corresponding marketing tactics and strategies. It is useless to solve strategic problems such as positioning by tactical skills (such as price strategy).

Through discussion and analysis, the author insists that only by making clear the strategic issues according to the needs of purchasing customers can the corresponding marketing strategies be formulated. If all attention is paid to tactical techniques (such as pricing strategy, etc.). ) for positioning and strategic issues, it is futile.

In practical work, real estate marketing also needs to pay attention to the pre-planning stage, and make clear the target customers of each project, so as to accurately guide the whole process of product positioning, design, construction and sales. Only when developers really solve the strategic problems such as the selection and positioning of the marketing target market can they formulate correct marketing strategies.

In fact, it is very important for real estate sales to accurately guide the positioning, design, construction and sales of a product, highlight the preparatory stage and target customers in stages.

Only by solving the strategic problems such as the selection and positioning of the target market can developers formulate correct marketing strategies.

Keywords: real estate, market analysis, consumer groups, project positioning, marketing strategy

Keywords: real estate, marketing analysis, consumer groups, project positioning, marketing strategy