Real Estate Marketing Strategy Essay

First, the new situation of real estate marketing problems

(a) unreasonable product positioning

Some companies do not pay attention to the role of the product's pre-market research, the research The results are not detailed and precise enough, often in the product molding sales only to find that the development of their own properties more or less in the beauty of the place, even in the sales process to take a number of preferential measures, it is still difficult to seize the consumer desire to buy, resulting in the digestion of the product to slow down. Real estate developers in the beginning of product design, ignoring the layout of each real estate project, landscape, floor and other factors of concern to consumers, one-sided pursuit of the image of the property, the concept, resulting in the positioning of the product away from the needs of consumers, the product is either positioned high or the size of the house is not appropriate to meet the consumer's need to buy a house, and other enterprises can not compete with the product. Especially in the case of soaring housing prices in recent years, the public housing return to rationality, this product sales do not go out, will eventually lead to the problem of vacant houses, not conducive to the stable development of the real estate market.

(B) brand awareness is not strong

With the gradual maturation of the real estate market, consumers buy more rational, the brand's impact on a product becomes more important, the brand can give a product "spiritual value", so that consumers in the process of purchasing a product identity, willing to buy for the product. Buy the product. However, in China's real estate enterprises, nearly 90% of them only do products, 10% of them are doing business, only 1% of them are doing brand. Some real estate companies can not guarantee the core competitiveness of the brand value, that is, enterprises in the creation of a successful project, relying on the former brand effect, blindly push the number of products, ignoring product quality, and ultimately lose the trust of consumers, so that the "brand effect" rapid decline, short-lived.

(C) marketing model backward

At present, China's real estate enterprises to use the marketing model is too traditional, backward. Most of the real estate companies bombarded with advertising, the purpose is to achieve rapid marketing through vigorous publicity. But the reality is just the opposite, not only did not achieve the desired marketing effect, but, on the contrary, to reduce market competitiveness. Even, some real estate companies in order to increase the marketing advertising components, mixed with some inaccurate or illegal components, resulting in a consumer field trip when the glasses fell, so that consumers have a boredom of psychology. Real estate companies in the marketing process, the consumer positioning ambiguity, the development of marketing strategies and the reality is very different, to meet the real needs of consumers, resulting in consumers lose interest, reducing the turnover rate. In the new situation, the backwardness of the marketing model is the main reason for hindering the marketing of real estate enterprises, which is not conducive to the realization of sustainable development of real estate enterprises. Therefore, the marketing model must break the traditional, push the new.

Second, the real estate marketing strategy innovation methods

(a) focus on market positioning

From the marketing process, we can see that an enterprise if you ignore the pre-market research, then the enterprise must invest a lot of energy to make up for the mistakes in the early stage of the sales process, which not only causes a great waste of resources, but also affects the sales of the product. This not only causes a great waste of resources, but also affects the sales of products. Do a good job of pre-market positioning can avoid this situation, the so-called do not fight the battle is this reason. Do a good job of preliminary market research, targeting the product market positioning, starting from the actual needs of consumers, to understand the actual needs of consumers on the product type, size, price, etc., to market demand to do product planning, and ultimately to achieve the consumer welcome, to achieve the purpose of best-selling, hot sales.

(ii) increase brand building

The brand represents the quality of a product, and the degree of brand awareness on behalf of consumers on the product quality of the affirmation of a brand bigger and stronger, will greatly enhance the enterprise's ability to compete in the market. Make the brand bigger and stronger, from the perspective of long-term development, in line with the pursuit of corporate interests. Therefore, the enterprise should maintain the continuity of the development of brand strategy, to cultivate consumer recognition of the brand, the enterprise should have advertising and promotion, promotional activities and other ways to make consumers familiar with the brand, but also with the quality of the product so that consumers recognize the brand. Through brand building, so that consumers appreciate the enterprise's rigorous attitude towards the product, the sincerity of consumers, thus improving the competitiveness of enterprises.

(C) Innovative marketing model

The traditional marketing model is advertising, product promotion and direct sales, which are no longer able to adapt to the development of real estate enterprises. According to research findings, today's society is a big explosion of information ` new era, computer technology, information technology and network technology rapid development for real estate enterprise marketing to create favorable conditions. Real estate enterprises marketing, the use of the Internet to create a new real estate marketing "stage". Through the network marketing can strengthen the product publicity and promotion, but also can change some of the shortcomings of the traditional marketing model. Consumers in the network "stage" can be more information to find, to solve the problem of the major building back and forth bumps. Network marketing can effectively lock consumers, but also through the network "stage" to better understand the needs of customers, develop accurate programs to improve marketing effectiveness. In short, in the increasingly competitive environment of the real estate market, the flexible use of a variety of marketing tools to cope with the diversification of consumers, innovation, to play the greater value of marketing, real estate enterprises to promote the healthy and stable development.

Third, the conclusion

In summary, in China's real estate regulation has become a norm, in this new form full of opportunities and challenges, marketing strategy innovation will have to bear the brunt. Therefore, real estate companies should start from the market positioning, brand awareness and marketing model, and continue to explore more scientific, reasonable and effective marketing strategy, to inject new vitality into the sustainable development of the real estate business, the development of real estate business to open up a broader space.

References:

[1]Zhang Xiaodong. Research on real estate marketing strategy under the macro-control policy [J]. Finance and economics (academic edition), 2016(08).

[2]Li Guorong. Real estate marketing strategy influence factors analysis [J]. Operation manager, 2016(36).