Community Promotion: Do A Good Job Of "Virtual" Research, Only Have "Real" Sales Volume.

In the process of training agents and promoting community promotion in the whole country, I feel deeply that agents pay much attention to community users' visit and community publicity, while community research has not received the corresponding attention.

When it comes to "research", many agents feel that this is "playing empty" and letting salesmen go out to do research instead of real "visit".

And when it comes to poor performance, or even to invest a lot of resources and lose everything, "Alas!"

The original investigation is not done well.

Such exclamation comes out.

Sigh, return to sigh, next time do community promotion, only tell business personnel, "must be investigated at a time!"

It is not clear which key information to investigate and how to investigate.

"No investigation, no right to speak", different types of real estate input and output, consumption characteristics are different, need to adopt different ways of garrison.

Understand the location, price, apartment, household, development company, property company, opening date, expected date of decoration, stationed in decoration company, whether or not competitors enter, home ownership or investment in housing and so on. The establishment of real estate archives has played a key role in the successful marketing of community marketing.

The following is a detailed introduction of how to do research in community promotion and how to use the information of investigation to guide actual combat.

Establishing community property archives and making distribution maps

In order to facilitate community marketing research, we can conduct a comprehensive survey of the community and property in the region, and understand the location, price, apartment, household number, matching, development company, property company, opening date, expected decoration date, stationing decoration company, competitors entering or not. We will establish the real estate archives, annotate the real estate names on the map, hang the property distribution map in the office, and the communities already in the area are marked with "red flag", and add new developments in time.

In big cities like Hangzhou, Nanjing, Beijing and Shenyang, I have seen the sale of special "map" on the market, and in home decoration companies, there are usually many copies for designers and project managers.

"Community map" update speed, can ensure community information in a timely manner, it is recommended that you go to the market or home improvement company to inquire about whether there is a special "community map" for sale, if there is, buy a look, a glance, then community research is much easier, can be more targeted research, manpower and material resources can save a lot, and more efficient.

The "plot map" can only be used for understanding on the surface. The field investigation project will play an important role in the future work.

Location and price:

The price of real estate is directly related to the consumption power of consumers you are facing.

There are high-end residential buildings, villas, mid-range communities, low-grade communities. What are the consumer groups of your products?

Which consumer groups are they targeting?

The fact that we have to admit is that high-end products, high price, high quality, and branded products are generally sold in high and middle grade communities, low end products, no brands, and low price products are welcomed by low-grade community groups.

Delineate your consumer groups before you can fight community marketing campaigns in a targeted way.

Units and households:

Some building materials are only suitable for some large Huxing. Some products are popular with small Huxing, so the investigation of Huxing is of great significance.

There are large communities and small communities in the community. The number of households is directly related to the assessment of sales potential and the allocation of marketing resources, such as advertising input, personnel and so on.

Opening date, estimated date of renovation, and stationed in decoration company:

The opening date and the expected date of renovation are even more important.

Especially for building materials, ceramics, lamps and lanterns, furniture and other industries, the general sales boom is before decoration and decoration. If these information is not mastered, if you want to win the battle of community marketing, that is wishful thinking.

Now, more and more owners have commissioned decoration companies to decorate, and the purchase of products is also completed by decoration companies.

Some products need to be done together with decoration companies, and some activities need to be combined with home decoration companies. Therefore, it is also necessary to understand the home decoration companies stationed.

Is the property investment property or owner occupied?

Investment property is low in self occupancy rate, low in decoration rate and low in development value. Conversely, if buying more for self occupation, it will be very valuable for development.

Development companies and property companies:

Community marketing needs to cooperate with property companies.

The property of some companies is designated by the development company.

Sales activities are usually held by development companies, and owners' parties are often organized by development companies. Therefore, understanding these companies will play an important role in entering the community, doing activities and publicizing in the future.

Competitor investigation:

The community market is a large terminal. At present, everyone is covetous. Is there any competitor?

Are competitors' products different from our products?

The location is different.

If positioning is the same, what is our strategy?

What are they ignoring and what opportunities do we have?

All of these will have an important impact on the future community promotion plan.

Having done the above investigation, we can make the files of the community, do these forms well, and clearly indicate the real estate after being marked on the map.

It can be used to guide and check the work of community promotions, and can also be used for summing up meetings.

Classification of buildings, deciding the way of entry.

Generally speaking, a variety of residential communities can be classified into five categories: commercial housing, fund-raising houses, demolition households, rental housing, villas and so on.

1, fund-raising housing

Consumption characteristics: because the fund-raising housing is sometimes a two unit fund-raising construction, so the owners are more familiar with, decoration time concentrated, there is a situation of mutual comparison, information is easy to spread, easy to establish public praise.

Mostly for state-owned enterprises, banks, schools, hospitals, government building projects.

2, commercial housing

Consumption characteristics: because of the above characteristics, commercial housing is purchased by the owner himself and used for self occupation and investment.

The decoration time is long, the decoration grade is higher and scattered, and the relationship between the landlords is relatively closed, relying on the Jiezhuang company.

As property is also a kind of investment product, some of them buy and invest in the market, do not decorate them, sell them in rough houses, others lease after decoration, others lease, and resell them.

The consumption characteristics of these types are different.

3, demolition households, rental properties

Consumption characteristics: because there are different budgetary plans, unlike the buyers of commercial housing, the consumption capacity of the households is generally not very strong.

The decoration time is short, the economic level is uneven, and the decoration requirements are generally not high, mostly for the double package system.

Rental housing, mainly live in migrant workers, floating population.

Basically, they are decorated.

Rental housing estate is different, grades are also different, some of them do not have high requirements for life, others are not buying houses and having no monthly supply pressure. Instead, they spend lavishly, and their daily consumption is also uneven.

Real estate development companies and property companies:

Community marketing requires cooperation with property companies, requiring property pr.

The property of some companies is designated by the development company.

Sales activities are usually held by development companies, and owners' parties are often organized by development companies. Therefore, understanding these companies will play an important role in entering the community, doing activities and publicizing in the future.

4, villa

Consumption characteristics: as the villas are all high-income class, and business owners, senior officials and so on, the decoration budget is higher, mostly for home decoration company design and construction, scattered scattered, decoration time is longer, the grade and effect of decoration is very demanding.

Daily consumption requires brand, and loves foreign brands. Some simply do not buy the right ones, only buy expensive ones.

After dividing into a good class, we can classify the real estate data on hand, and distinguish them from different colors in the distribution map.

Now, we can analyze the real estate one by one. After analyzing, first of all, it is necessary to assess whether the property is worth entering, that is, to assess the input-output ratio of the building, and to conduct input output analysis, we need to clarify the following data:

1. How many people do we need to invest in it?

How many days?

2, how much is the PR fee?

3, how about the rent?

What is the cost of displaying materials and promotional materials?

4. What is the estimated sales revenue?

After calculation, if it is worth entering, it will decide how to enter the highest way of input and output.

At present, the way to enter the community is:

1, hire a facade or garage, set up temporary sale / exhibition area.

2, joint entry with Jiezhuang company

3. Joint entry with other industry brands.

4, publicity: Hang banners, posters, etc. at the main entrance and exit of the community, or hang banners on balcony and windows of the owners who have used my brand products.

5, public service advertising: sponsoring the production of community floor cards, door numbers, posters in the elevator rooms, public signs, sponsoring the production of community public welfare billboards, bulletin boards, signs, advertising electronic clocks, community seats, community property magazines.

6, sponsoring activities organized by the community, such as community developers' reception, sales promotion and owner's Gala.

7, two-day weekend Exhibition: the use of the two-day weekend period, the promotion team rental venues, display products.

8, personnel scattered: community promotion personnel sporadic visits.

Different types of real estate have different input and output and different consumption characteristics.

In the different period of building construction, different publicity methods are needed.

1, initial stage (community building period and real estate sales stage):

(1) community construction period: if possible, we can do some huge publicity and hang some huge (spray painted) walls on the building.

(2) real estate sales stage: focus on public relations between developers and sales department, communicate more emotionally, try to get owners' files, and put publicity materials and small gifts into the sales department, please distribute them on behalf of them; if possible, put billboards, X shelves and small exhibition shelves in the sales Center for publicity.

Through the master's archives, we can communicate with the owners in advance, understand the initial needs of the owners, and make an appointment for face-to-face communication.

At the same time, it can contact the property management office to do some public service advertisements, such as the sponsorship of the community public service billboards, bulletin boards, signboards, advertising electronic clocks, and community seats.

2, the middle period (from sale to centralized decoration): the key period of community promotion.

At this point, large-scale community publicity activities can be done.

3, late (sporadic decoration period): through telephone communication, and the owners to maintain communication, the intention of those who can come to serve.

In addition, do a good job in after-sales service (return door-to-door, installation guidance).

If it is commodity, food, etc., this period is a good time to enter.