How to write the preface of the real estate marketing planning book (thank you for giving specific examples)?

In order to promote and sell the whole project more smoothly, make the work between the sales department and the planning department more tacit and coordinated, and ensure that all the work will not stagnate because of the lack of communication between the two sides, this marketing planning scheme is formulated according to the current situation (in which advertising promotion and news hype are put forward in stages respectively).

In an industry that worships heroes, when the loneliness and elegance of houses become a thing of the past, commercial real estate will create more legends. However, it is worth noting that although the same real estate system exists, the concept of development, operation and management of commercial real estate is very different from that of residential buildings. Mainly reflected in:

Difference 1: commercial real estate, as a dynamic real estate, mainly relies on operation to obtain income, and needs to rely on lot value and operational characteristics;

Difference 2: It is more commercialized, which requires developers and property management to improve the management level of commercial operations;

Difference 3: the land transfer fee for commercial buildings is higher than that for residential buildings, and the land transfer period is only 40 years;

Difference 4: The fees paid are different. Water, electricity, gas and heat need to be paid according to special commercial municipal standards;

Difference 5: the cost of later decoration, operation and maintenance is high;

Difference 6: the return profit of commercial property development is high, usually 2-4 times that of residential investment;

Difference 7: The cooperation between real estate developers and merchants will be the trend of commercial property development in the future.

Commercial real estate is a higher investment field after residential real estate. Commercial real estate is not a concept, as long as you pay attention to the apartment type and environment, you can sell it. The investment value of commercial real estate is also closely related to whether the commercial atmosphere in the lot area is strong or not. What format to build, where to build it and how to operate it after completion need a scientific overall planning and correct functional orientation. A shop represents not only a pavement, but also an infinite profit space hidden behind the pavement.

Sun Tzu's Art of War says, "Plan before you move". In the increasingly mature real estate development, if the real estate is to sell well, the early planning must be done. Real estate planning is a high-level investment consulting activity. Its basic duty is to help investors choose the right investment direction, do a good job in market positioning, product positioning and price positioning, and adopt appropriate marketing and promotion combination strategies to achieve ideal investment goals.

Good planning can not be separated from pre-research, only by understanding the market can we do a better job in the market. Only by accurately grasping the market and creating products that meet the market positioning and market demand can our products gain a firm foothold in the fierce wave of real estate competition.

Through the preliminary investigation of the macro-environment and real estate market of Jiangyang Trade City, we have obtained some views and opinions on the commercial real estate market, as well as our understanding and suggestions on the project, but this is only the first attempt of all our work. On this basis, we will communicate closely with your company and hope to deepen our cooperation.

With the smooth progress of the Lishui Bay project, relying on the favorable changes in government policies and the benign changes in the regional real estate market, the project is about to enter a tense start-up and opening preparations. While maintaining confidence in Lishui Bay, we should also be ready to meet market challenges at any time. Next, we will make qualitative and quantitative arrangements for the integration, promotion and marketing of the project, and reserve room for adjustment and supplement to ensure the high-speed and high-quality sales and service of Lishui Bay.

First of all, I sincerely thank you for your support and trust in our company, and provide us with an opportunity to give full play. Here, I wish us a happy cooperation, and the sales performance of the project can write a wonderful page!

With regard to the sales planning of Tianao, we have always tried to find the best planning scheme for this project with a serious and rigorous work style and combined with the latest market trends, so as to win the greatest economic and social benefits for your company.

The marketing plan includes three parts:

Market analysis, consumer research, and understanding of the project itself.

-Know the market and know yourself.

According to the market demand and target consumer groups, draw up our competitiveness in products, prices and theme concepts.

-Products made for their needs

Draw up the main line of the overall promotion of the project, select the media, and do a good job in the early stage deployment.

-let them choose the carrier of Tianao.

I hope this report can provide some core ideas and key contents about the Olympic Games. This report:

Strive to fully understand the concept of Tianao;

On this basis, make systematic and continuous thinking, including subdivision, extension, deepening and integration;

Try to have a certain height and solid depth, strong execution and operability;

This report strives for thorough understanding, innovative thinking, complete exposition, strict basis, overall breakthrough and strong operability.

Now we immediately extend the relevant content of this report.

To Taihua Real Estate:

It is my honor to accept your entrustment and provide our professional services for your project.

Through the understanding of your project planning and design, we believe that this is a quality project worthy of our enthusiasm and wisdom. At the same time, we sincerely respect you and your team for creating this project with such a forward-looking vision. Your pursuit of high-quality projects will inspire our enthusiasm for high-quality marketing of this project.

According to our current understanding of the surrounding environment and project plots, combined with comprehensive market research, we believe that the overall development level of Baoan Real Estate is in urgent need of a new great leap, and we believe that with your support and our professional services, it is expected to become a successful jumper in this great leap.

Strong confidence in the promotion of your project is based on the beating of the real estate market in Shenzhen and Hong Kong in the past seven years. As a senior professional real estate advertising company, we have diversified experience in real estate promotion, such as the top ten star buildings in Shenzhen, Sea Heart, Great Wall Shi Sheng Garden and Century Village, which provide us with rich market experience in operating this project.

We have reason to believe that on the basis of the excellent quality of this project, combined with our professional and enthusiastic advertising agency service, this project will certainly achieve the expected success.

Our planning concept

Today's market can be said to be changing rapidly. With China's imminent accession to the WTO, the whole mainland market is facing new challenges. Any link in the market may affect the whole body. As a leading industry, the real estate market is at the peak of economic tide. If you want to stay ahead. It must be more acute and responsive than other industries. There are no absolute winners and no absolute losers in this battlefield. The key is to keep the coolest head at all times, closely follow the market, understand and master the necessary information, and formulate the most effective strategy accordingly, and implement it in strict confidentiality.

Our new workers rely on professional quality and professionalism, and confidence is necessary for us to do anything. It is our service aim to provide customers with the best service wholeheartedly.

Xinye real estate consultant

order

The history of China shipping and Shanghai is glorious. The invincible victory in the West and South Districts is the source of its confidence, but this time, China Shipping is facing an unprecedented severe test, because the Heping Nanyuan project is very different from other projects in China Shipping.

First, the competitive situation of the super battlefield

Dalian Road, located at the junction of Hongkou District and Yangpu District, is one of the biggest battlefields in the East District, and the competitive sales, especially the price competition, is obviously fierce. Tongji real estate, the traditional regional "leading", needs a low-key price, so the market entry of this case will be a problem that needs careful study.

Second, build a big high-rise building in Yangpu District, Shanghai, with almost no high-rise buildings.

This is a question of changing ideas. Developers can't change customers' ideas, customers can only change themselves. However, the previous cases have not been done well, and the final dumping example of Heping Phase I illustrates this point. Theoretically speaking, China Shipping is fully capable of shaping the regional concept, but in fact, will China Shipping be smooth sailing for such an extremely strange land and changeable market?

Three, 800,000/elevator apartment is almost completely beyond the "legal" scope of this area.

Such a guest building is difficult to grasp by experience, or needs guidance, and the scope of guidance involves the whole city. This is the challenge of the main price in this case. If there is no breakthrough promotion strategy, the prospect is not optimistic.

We suggest that this special situation should be discussed with professional agents. The conditions for choosing agents are Yangpu case experience, brand case experience and cooperation experience with large developers in turn.

abstract

We investigated and analyzed the markets around the Shuangyuan project. Through our analysis, we believe that the technical content of the property in the market is improving, and the facade, apartment type and utilization rate of the property are all better. At the same time, customers who buy real estate are more reasonable and practical in the choice of apartment type, and their sensitivity to price is reduced, and instead, they consider the comprehensive aspects of the project.

At the same time, we have also made a serious study and analysis of this project. Through our analysis, we believe that this project has certain advantages in terms of geographical location and existing home sales. At the same time, there are some problems in apartment design, utilization rate, facade, residential environment and price system.

In order to better complete the sales task of the project and maximize the interests of developers, we analyzed and adjusted the marketing plan of the project, and provided the pre-sales plan, on-site packaging plan and promotion plan.

Our company has many years of sales experience and scientific management system. We have a good advantage in customer resources and network resources. We are responsible for the developer and the project.

I sincerely hope to work together.

order

"Decision-making depends on planning, and good deeds depend on wisdom". Entrusted by Chengdu People's Real Estate Company, our company made an overall marketing plan for its projects in Huzhu Road area, and after in-depth and detailed investigation and analysis, this report was formed.

In view of the particularity of the project, this report adopts various applicable research methods and means to obtain first-hand real market-related information and data, and on this basis, combined with industry-leading theories and technologies, we have formed our real cognition and feelings about the project.

In the process of project investigation and planning, we dare not be careless at all. Our sense of professional responsibility and professional ethics ensure the scientificity, authenticity and reference of this report and its suggestions. Combined with the actual project and our accumulated rich experience, the following marketing planning report has been formed.

There are many more plus QQ