Real Estate Marketing: Selling Both Houses And Businesses

The law of market economy can not be reversed. The power of this invisible hand is invincible.

Some forces such as government, enterprises, media and so on can only lengthen or postpone a certain stage of economic law, and it is impossible to change the essence.

The real estate industry, as one of the sectors of the market economy, still can not escape the fate of the laws of the market economy.

Today, the real estate market has gone through the stages of starting, rapid upgrading, high level consolidation and so on, and is now moving towards stability and maturity.

At present or in the future, real estate marketing will gradually be taken seriously. The reason is very simple: Sales speed is declining, or unsalable, according to the inertia thinking of "headache and medical treatment, foot pain", especially in the current tight monetary policy, money is constantly flowing to banks, and the difficulty of loans is increasing.

The first problem to solve the present problem is to speed up sales and speed up repayment.

The responsibilities and responsibilities of the marketing department are much heavier.

Real estate marketing is actually a job of "matchmaker".

Real estate marketing is the matching of products and customers, matching the value of product design with the needs of customers, and achieving success through marriage.

Matchmaker introduced the experience of success and failure, and changed the concept of spouse selection among older men and women, making matchmaker constantly improve their strategies to achieve their goals.

Marketing is also divided into production stage, promotion stage, marketing stage, relationship marketing stage and social marketing stage according to the different stages of market economy development, so as to achieve the purpose of marriage between products and customers.

Judging from the general trend of real estate marketing, the current stage of real estate marketing should be shifted from the production stage to the promotion stage.

This pition is painful, because this is the first step in putting the slogan "customer is God" into practice. It is hard to find that customers are somewhat like "God" when it is found that it is a little difficult to put down their shelves. In order to survive and develop, it is recommended not to mention "face".

For the current stage of real estate marketing, I have no intention to open any "good recipe" here.

It is only suggested three ways: first, to reduce sales promotion, to be "naked" or to "still hold the half face of a Pipa". The specific manifestations can be varied. The key is to achieve the goal; two, do not reduce or raise the price, but let the customers feel that you really value the money, and work hard on products and services. Do not flinch customers; three, product innovation, making the first of a market segmentation, actually differentiating, changing the customer's "aesthetic fatigue", so as to reduce its sensitivity to price.

Real estate marketing is about two things, product marketing and enterprise marketing, or building project brand and enterprise brand.

First of all, product marketing, the real mission of real estate products is to meet the growing needs of customers.

Customer demand oriented product development, and customer demand is divided into explicit demand and implicit demand. For explicit demand, we should develop products in a "tailor-made" attitude. For implicit demand, we should combine the professional competence and integration ability of developers to create and tap implicit customer needs, and then create products that will lead customers' needs.

Attention to customer needs, not just on the lips and paper, should be introduced into the land at the stage of the introduction of this idea, in the planning and design stage to implement this idea, in the construction and delivery stage to perfect this idea.

Marketers again take the customer oriented products and customers to take full advantage of the "matchmaker" role, and these are truly implemented, so the real estate marketing is simple.

Next is the enterprise marketing, the enterprise marketing foundation is the product marketing, does not have the perfect product marketing, the enterprise marketing must be the castle in the air, the mirage.

Enterprise marketing pays attention to the brand image building, the core component is project brand, service and social responsibility.

Taking the customer demand oriented brand product as the strong support of the enterprise brand, expanding the creation of brand products and services, shouldering the social responsibility of the real estate enterprises, assisting the enterprise brand integration and promotion planning, and constantly consolidating and establishing the enterprise reputation in the government, industry, customers and other social sectors.

To reach the state of "no one can hear its voice first" will provide strong support and promotion for product business expansion.

The last thing to say is: these two things are done well, so is real estate marketing.

Later: the above is just general talk. The implementation details of real estate marketing also include advertising promotion, activity promotion, price strategy, customer negotiation, customer experience, sales service and so on. Aiming at different enterprises and projects, according to the actual situation, the real estate market is deepened, making concrete Shi Celve, with strong execution (which is extremely important), real estate marketing can play its unique charm in any stage of the market economy.

It can be said that it is an art, seemingly abstract, in fact is tangible, is to see and touch.