Suppliers belong to external customers?

Relationship marketing for real estate companies

Questions about - real estate marketing plan aspects - housing policy network

A real estate companies to implement the necessity of relationship marketing

Real estate unique law of the transaction determines that real estate companies should be practicing Relationship marketing. This is first manifested in the commercial real estate transaction process, is a continuous process of interaction between the enterprise and the customer, the need for both sides to establish a certain degree of affection and mutual trust, the formation of cordial interpersonal relations. Second, personalized service customers is the basis for the existence and development of enterprises, need real estate enterprises to provide services in the process, and according to the opinions and reflections of customers, timely discovery of changes in customer demand, improve the quality of products and services. Third, because the life cycle of real estate products is at least 70 years, in addition to investment purchases, the old customer's re-purchase ratio is very small; traditional real estate companies are concerned about maximizing profits for each transaction, for keeping customers do not pay much attention to the completion of the transaction will be thrown away after the customer, this short-term behavior is transaction marketing. However, with the increasingly competitive real estate market, companies recognize the need to abandon the kind of quick wins, from transaction-centered to relationship-centered, so as to strive to maintain long-term, two-way, the Department does not loose friendly relations with customers, so that the old customer satisfaction relationship marketing caused by the recommendation and demonstration of the purchase, but it can bring considerable benefits, especially rolling development of the project, from the first phase of the project to the last phase of the project. potentially spanning a number of years.

The characteristics of the real estate industry itself also determines that real estate companies should implement relationship marketing customer relationship marketing. As the real estate value chain involves moving and relocation, planning and design, building construction, housing decoration, building materials production and procurement, gardening and landscaping, housing sales, intermediary consulting and many other areas, out of the motivation to reduce transaction costs, diversification of risk, and the establishment of a new point of economic growth, the real estate company must be related to the process of real estate development of individuals, organizations such as the government, financial institutions, associations, other real estate developers and internal employees to establish and maintain and develop relationships.

Two, real estate companies to implement the object of relationship marketing housing policy network

Customers are the core of the real estate business relationship marketing, to cater to market demand, provide personalized service. Production, design products to meet the needs of different consumers, the potential customers into real home buyers. To improve the property management that is the real estate after-sales service, so that owners feel comfortable in the residence, and should be more spiritually pleasurable. Owners of property management satisfaction can create more new customers.

Internal staff is the key to real estate business relationship marketing, relationship marketing theory that the company's internal staff is also the market, also occurs between marketing activities in the internal customer. Only with effective incentives to meet the needs and aspirations of the majority of employees, unified staff values to mobilize the initiative and creativity may be more efficient to provide better quality services to external customers, and ultimately let external customers feel satisfied.

Competitors are the focus of the real estate business relationship marketing, competition and cooperation developers in the market operation both to speak of competition, but also to seek cooperation. Competition is not to eliminate rivals from the entity, because the old competitors eliminated, new competitors will grow up. Only the "alternative" competition into "mutual uplift" competition, in order to make the enterprise in a responsibility *** share, resource *** enjoy, competitiveness, relative stability of the environment to survive.

Influencers are the guarantee of real estate enterprise relationship marketing, real estate enterprise development behavior will inevitably be subject to the government management institutions such as urban planning departments, environmental protection departments, heritage protection departments and the community public, the media, consumer rights organizations, social welfare institutions and other constraints and influences. Therefore, enterprises should adopt a positive attitude, abide by legal norms, follow corporate ethics, establish a good image of public **** relations, and deal with the relationship with influencers.

Suppliers are the prerequisite of relationship marketing for real estate enterprises, and the suppliers of real estate enterprises are mainly government departments that grant land use rights, financial institutions, building materials suppliers, and individuals and organizations that provide human resources. Government (suppliers) due to the scarcity of land resources, coupled with the need to regulate the real estate market, the relationship with real estate enterprises is a nearly asymmetric relationship, in an active position. Real estate companies, must have a good track record, strong strength, perfect service and a wide range of social influence. Real estate industry is a highly capital-intensive industry, at present, China's real estate industry financing channels are single, mainly relying on commercial bank loans, bank loans account for nearly 60% of the total real estate development funds. With the increased capital ratio loans after the introduction of strict control policies, real estate companies and securities companies, trust and investment companies and related intermediaries must be in close contact to expand financing channels, the implementation of mortgage securitization, equity, bond, trust funds and other financing.

Housing policy network

Three, real estate enterprises to implement relationship marketing measures

First from a strategic height, real estate enterprises should establish a relationship marketing concept. Developers should face up to the interests and conflicts of customers, especially to proactively deal with customer issues, not only to pay attention to the quality of the service process of service personnel, but also to pay more attention to the impact of the service results on customer satisfaction. This is the first to establish the concept of relationship marketing, the concept is often the master switch for the solution.

Then screen the type of customer relationship, targeted marketing strategy. Realtors customer relationship marketing must be screened according to the depth of customer relationship marketing, level, not to distract the marketing force. In the various types of customers between the one-time customer to the end customer, developers have to identify the most valuable owners, and reward customers who contribute a lot. Making customers aware of the rewards program through effective communication lets them know what long-term benefits the developer can offer and motivates them to change their behavior and be regular customers and advocates for the developer.

Thirdly, and most importantly, real estate companies should establish a customer management and service system. Real estate enterprise customer management and service system should include customer basic database system, customer service system, customer satisfaction monitoring and feedback system, customer profitability assessment system, customer management coordination and control system. Among them: (1) The customer database system is to carry out scientific and systematic management of customers through the establishment of a customer database and the effective use of the stored information, so as to achieve the purpose of improving customer satisfaction and realizing the re-sale of real estate products. (2) The customer service system is a rapid response force ready to go to the front line of customer service, to respond quickly to customer opinions, complaints, dissatisfaction, and to be properly resolved. It includes customer service and customer retention service system. The perfect customer service system, through the real estate after-sales tracking, timely detection of housing use problems, and take appropriate measures to deal with them properly. The idea of customer retention system is to change the passive service after the fact to the active service before the fact. (3) Customer satisfaction monitoring and feedback system to fully grasp the customer's attitude, views, criticisms and suggestions of corporate products and services, as an important basis for adjusting and improving real estate marketing decisions. (4) Customer profitability assessment system is a long-term comparative assessment of the lifetime value of the real estate customer base and the cost of maintaining the customer base, so that the income of customer relationship marketing is greater than the cost, so as to choose the best marketing management program for the enterprise. (5) Customer management coordination and control system, the purpose is to ensure and improve the efficiency and quality level of customer relationship marketing.

Fourth to strengthen communication with customers. According to the American Marketing Association's research, only one-third of the customers are dissatisfied because of faulty products or services, the remaining two-thirds of the problems are out of poor communication. Visible, correctly communicate with customers, is to make more customers feel satisfied with an important part. A satisfied customer means an increase in the company's intangible assets, while an unsatisfied customer means a loss of company assets. Therefore, insightful real estate companies, strengthen communication with customers, take the initiative to solve problems for customers, they try to encourage customers to complain, and then try to make dissatisfied customers happy again.

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