Nowadays, real estate marketing is more diversified and personalized, and new marketing concepts such as cross-border marketing, online marketing and experiential marketing have appeared. But how many ideas can be put into practice depends on the ability of the sales manager and the understanding and execution of the sales staff in most cases. Therefore, we need to establish a standardized marketing process to eliminate the influence of more human factors.

Establish detailed project sales process.

According to the sales line, plan the sales process of the project, and plan the corresponding marketing actions and reception languages in detail according to the roles and situations for each sales node in the process, forming multiple schemes. For example, for the first visit, the second visit, the new and old visit, and the contracted customer visit, simulate the action and language planning respectively, and each detailed process should be as detailed as possible, and then simulate and memorize the detailed process repeatedly, so that in practical work, customers can skillfully use it according to the provisions of the sales process as soon as something happens, and different people only have differences in expression, body movements and intonation.

Now the marketing path of many real estate enterprises has been basically standardized, reaching the requirements of experience. Let's simulate the marketing situation: the customer starts from parking, and the security guard on duty helps to open the car door; Entering the sales center, the doorman helps to open the door; After entering the sales center, there is a three-dimensional animation introduction of the project; Introduction of regional sand table and project sand table; Parts display; Enterprise brand development path; Guide to watch channels; There are special lecturers in the model room; Price projection on the wall, calculating the price; Customer service provides tea service; Customers leave with loushu, posters, CD marketing materials, etc. Through this marketing path, we can see that the salesperson is only a part of the whole assembly line.

Prepare a detailed "project Q&A"

The project answering mentioned in the book is not the usual question of project sales at all. In addition to the basic information of the project, it is also necessary to go to a certain type of apartment in detail and plan a variety of answers for different concerns of different types of customers, so that the answers in this book basically cover all types of customers' questions; At the same time, new problems and new answers encountered after the project is officially put on the market will be supplemented in time, and the "project answers" will be continuously improved.

By sorting out the project sales process and project answers, the marketing process, actions and language in the marketing process are basically standardized, and then all marketers are required to master the prescribed actions in each marketing link and strictly follow the regulations. At the same time, establish the corresponding assessment and supervision mechanism and clarify the punishment measures.

Second, establish a standardized business system.

How does the company headquarters realize effective marketing control of the project? For example, how to control the implementation of marketing strategy, the evaluation of marketing cost, the feedback of market and products and so on. This requires the headquarters to formulate unified and standardized report forms and analysis report templates to achieve comprehensive analysis, evaluation and effective control. This mainly involves the establishment of project marketing investment analysis report, project chemical analysis report, project regional market competitiveness analysis report and customer survey database.

Project marketing investment analysis report

By tracking and investigating the advertising situation for a week or a month, we can evaluate and analyze the marketing effect and effectively control and guide the marketing expenses. Specifically, the analysis model is established from four dimensions: marketing investment and call visits, marketing investment unit value, marketing investment contract cost and marketing investment channel effect, and the corresponding analysis report template is compiled.

Project chemical analysis report

Through the detailed analysis of product dechlorination, we can find the characteristics of product dechlorination and customer's consumption preference, which can guide the later product pricing and product design. Specifically, an analysis model is established from four dimensions: house demolition, unit demolition, floor demolition and daily average transaction price to analyze the characteristics of the project. What is particularly emphasized here is that the analysis model must be displayed intuitively through the moving average diagram, and then the corresponding analysis template must be established.

Analysis Report on Regional Market Competitiveness of the Project

Regular tracking and analysis of competitors in the project area is of great significance for judging the market trend of competitors and guiding the later operation of this project, which directly supports the decision-making and policy support of the headquarters. Specifically, from the latitude of product supply type, push cycle and strategy, push price and average transaction price, marketing action, advertising content (promotion theme, promotion content, main complaint points), core customers, etc., establish their own analysis models and compile corresponding comparative analysis templates.

Establish a database of customer survey forms

According to different products or customers at different visiting stages, the corresponding investigation forms are compiled. Design corresponding forms according to different types of products, such as business customer questionnaire, office customer questionnaire, ordinary residential customer questionnaire, villa customer questionnaire, luxury customer questionnaire, etc. Set up different forms according to different visit stages, such as product demand questionnaire biased towards customers in the early stage of project design and sales price questionnaire in the early stage of sales. By setting the survey form, we can fully understand the customer's consumption preferences and guide product design and pricing.

Three, establish a standard information system, standardize the information processing language and action.

All analysis is inseparable from the collection of information. Once the deviation of information collection directly affects the decision-making of the headquarters, and all information collection basically comes from the front line, then it is necessary to establish a standardized information processing system.

The establishment of information collection system must have quantitative and qualitative requirements, and the design of related tables must consider the convenience and feasibility of business system utilization. How to design an information collection system can be established by each enterprise according to its own actual situation. The key is unification and standardization. Be able to collect in time and continuously; Constantly update the system.

The collection and continuous updating of information is a huge and tedious task. In the past, it was mainly processed by Excel forms, which was inconvenient to use later and difficult to monitor in time. Now most enterprises have solved this problem well through ERP sales management system.

In short, standardized marketing methods can be refined and classified according to different product lines within the enterprise, and corresponding templates can be established to guide the marketing control of different categories of products in turn, so as to achieve standardization while giving consideration to refinement.

This answer was recommended by Zhu Ping, an expert in science education classification.