Four Marketing Events And Five Planning Principles

Anyone who has worked in real estate sales offices knows that events are very important to real estate sales and are a key destination for marketing expenses. Let’s introduce them separately:


01. Warm-up events

The first category is warm-up events.

Such events are often done on-site at the sales office for just-needed sales, which closely fits the psychology of this type of customers who are greedy for cheap, and is suitable for warm-up events, which are small and refined.

For example, on-site DIY, small production, children make a small pottery art together, and make a small handicraft together, they can take it away after they are done. Because of the strong sense of participation in such events, children like it very much. This accompanying activity is required to keep customers in the sales office.

Of course, it’s good that these events can bring you customers. It doesn’t matter if you can’t bring customers. At least it can make your sales office very popular. People who really come to buy a house can easily follow the herd mentality. The house sells well.


02. Tasting events


The third category is tasting events.

Tasting is different from product release. Generally speaking, you need to find a hotel to talk about the product, and you don’t have to watch it on-site. And the tasting is really to see, which includes the tasting of the sales office and the tasting of the model room.

The sample room tasting meeting is more important. Whether it is customers or media peers, the most wanted to see is the model room.

The opening of the model room requires a ceremony, just like a bride unveiling the veil. This ceremony can be a forum, bringing everyone together, emphasizing the sense of presence, that is, the sense of sight. It is very difficult to make the scene very emotional. .

Everyone visited the model room, gave some views and opinions, invited some teachers from the media to comment, and sent a press release.


03. Circle-level private banquet events


The fourth category is the circle-level annual dinner company. Such events are often used in high-end luxury residential projects.

First of all, mansion products emphasize the sense of privacy, so it is better to do small circle events. You can customize a meal for one owner, let him invite his friends, or celebrate his family’s birthday, and you pay the bill , preferably at the sales office.

When planning the sales office, it is best to set up an exclusive private banquet hall for the luxury sales office, which can accommodate about ten people. You can negotiate with a restaurant in advance, and they will provide food supply and do some micro-processing on the spot, including Tobacco and alcohol supply, two or three thousand per table can be done.

The total price of a luxury house is generally more than 20 million, and the cost of 2% of the intermediary channel is about 400,000. If you do a dozen private banquets, as long as you can sell a house, the cost will be the same as the cost of the intermediary channel.


04. Themed events


The fifth category is thematic events.

Depending on the time, there will be different themed events, such as Mid-Autumn Festival events, National Day events, and Spring Festival events. These event planning hong kong are mainly based on the atmosphere of the scene. In order to make the case more in line with the festive atmosphere, packaging is the main focus.

There are also delivery events and construction site open days, which are also themed events, all of which are auxiliary packaging to meet the needs of the site.


05. Five principles of real estate marketing planning


NO.1 – Originality principle

Regardless of the positioning of the real estate project, the concept of architectural design, the creativity of the planning scheme, and the strategy of marketing promotion, it is impossible to win the active position in the market competition without originality and innovation.

Originality is originality, innovation, differentiation and individuality.

The original creation has the function beyond the general, it should run through every link of the real estate planning project, and make the real estate project stand out among the many competing projects.

Real estate planning to achieve originality, never the same, must meet the following requirements:

1. The concept of real estate planning should be original.

Whether the planning concept is original and novel is related to the basic quality of the planner. Some people often have new ideas in their planning concepts, while others can only “clone” or copy other people’s concepts, all of which affect the success or failure of the planner’s planning project.

Among the many real estate projects, those who can stand firm against strong enemies and sell successfully must have innovative planning concepts.

There is a large residential area in Guangzhou, which appeared with high quality and high price when it was launched. It has an original planning concept and unique style, which makes many customers make a deposit to buy a house.

2. Real estate planning themes should be original.

The theme is the overall leading idea of the real estate development project, and is the “soul” given by the developer to the project.

Whether the planning theme is original and novel and whether the idea is innovative is related to the differentiation and personalization of real estate projects, and directly affects the project’s success in competition, ranging from the theme of the entire project to the theme of newspaper advertisements.

The planning theme is original and has a great relationship with the market development trend.

When people are indulging in building houses in the downtown area, some visionary developers have launched a “suburbanization movement” to build residential quarters with low floor area ratio and high greening rate, catering to citizens returning to the city. natural state of mind.

When people appreciate the flowers and plants in the community, some creative planners have raised the banners of mountain, river and seascape, so that the residents have a wide view out of the window and the scenery is pleasant.

3. Real estate planning means to be original.

Real estate planning means are the specific methods and methods of real estate planning.

Different methods and means have different effects. The most famous example is the Guangzhou Olympic Garden. While people are still planning real estate by a single method, Olympic developers use a combination of means to plan real estate. The combination of the real estate industry and the sports industry leads a new milestone in the real estate planning field.

Unique planning methods can often achieve unexpected results.

Guangzhou Ocean Pearl Building, in the completed building, has launched ten sets of themed model rooms, which are extended, played and transformed with different people’s personalities and lifestyles, which will open people’s eyes after seeing it: the space we live in can be like that Art, comfort and beauty.

Unique planning methods increase people’s desire to buy.

NO.2- Principle of Integration

In real estate development projects, there are various objective resources, which can be roughly divided into two categories:

The first is whether there are obvious resources and hidden resources. The second is divided into specific forms, including theme resources (or conceptual resources), social resources, human resources, material resources, human resources, etc.

Before these resources are planned and integrated, they are loose, messy, and without a center, but after integration, they will be united to serve the development of the entire project.

In order to effectively integrate the objective resources of real estate development projects, the following points must be done:

First, we must grasp the skills of integrating resources. In ordering, classifying, and combining, there must be a definite purpose, grasp the key points, and strengthen the objective resources to achieve the effect of 1+1=3.

Second, the integrated objective resources should focus on the theme center of project development, and resources far from the theme center are often difficult to achieve.

Third, we must be good at excavating and discovering hidden resources. For example, innovative and unique themed resources are mostly hidden and not easy to be discovered. It needs the smart mind of the planner to refine and create.

NO.3 – Objective principle

The objective principle means that in the process of real estate planning and operation, the planner makes his own subjective will consciously and actively conform to the objective reality of the planning object through various efforts.

In order to follow the objective principles to make real estate planning, you must pay attention to the following points:

① Seek truth from facts to plan, do not talk big, empty words.
② Do a good job of objective market research, analysis, forecast, improve the accuracy of planning,
③ Act cautiously on the basis of objective reality to avoid the suspicion of deliberate “hype”.
④ The concept and concept of planning are both practical and advanced.

NO.4 – Positioning principle

The so-called “positioning” is to determine the specific location and direction for the basic content of real estate planning, and find a clear target. The specific positioning of real estate development projects is very important, which is related to the development direction of the project.

The wrong positioning of one target will affect the accuracy of the positioning of other targets.

1. Specifically, we should start from the two aspects of “big” and “small”.

The major aspect is the overall positioning of the real estate project, including the goals and objectives of the development project, the guiding ideology of the project, the overall scale of the project, the functional identity of the project, the development direction of the project, and so on.

The small aspect is the specific positioning of the real estate project, including thematic positioning, market positioning, target customer positioning, architectural design positioning, advertising positioning, marketing promotion positioning, and so on.

The overall positioning of the real estate project determines the overall position and direction of the project, and has a guiding and restraining role on the specific positioning of the project; the specific positioning of the real estate project is carried out under the overall positioning, and the specific positioning is the decomposition of the overall direction.

Each specific positioning must conform to the direction of the overall positioning.

2. Grasp the function of each positioning content.

To do this, the planner must first fully grasp the connotation of the positioning content, go deep into the middle, determine the difficulty of its positioning, and pinpoint the target.

Secondly, the specific functions of each positioning content are the same, and they should be integrated and used well to serve the overall positioning of the entire project.

3. To be proficient in using the specific methods and techniques of project positioning.

In the process of project positioning, if the methods and techniques are used well, it will often achieve twice the result with half the effort. For example, the positioning of architectural design, the latest concept of architectural design must be understood, and the fashion trend of the design market must be known. Under this premise, is it chasing trends or deliberately innovating?

Is it to stay in the status quo or to be moderately advanced?

This should be based on the overall positioning of the development project to make trade-offs and determine the direction.

NO.5 – Feasible principle

The principle of feasibility refers to whether the real estate planning and operation scheme achieves and conforms to the feasible planning objectives and effects. The principle of feasibility is to require that the real estate planning behavior should always consider the scientificity and feasibility of the project to avoid unnecessary mistakes.

To implement the feasible principles of real estate planning, you can start from the following aspects:

1. Whether the plan is feasible.

In the real estate planning process, determining the feasibility of the plan is the first step in implementing the feasible principle.

From the essential characteristics of real estate planning, it can be seen that choosing the best and most feasible scheme among various planning schemes is the basis for the success of the project. After having a feasible plan, but also to analyze the feasibility of the plan implementation.

Adapting the program to the specific requirements of market changes is the second step in implementing the feasible principle.

2. Whether the program is economically feasible.

The economy of the planning scheme refers to achieving the best planning goal with the smallest economic investment. This is also the basic requirement for the feasibility of the scheme.

Secondly, the feasibility analysis of the investment plan is also an important factor that cannot be ignored. Through the demonstration and analysis of the investment plan, it can be determined whether the planning plan is feasible and escort the smooth operation of the project.

3. Whether the scheme is feasible or not.

The effectiveness of the real estate planning scheme refers to the reasonable and effective use of manpower, material resources, financial resources and time during the implementation of the real estate planning scheme, and the implementation effect can meet or even exceed the specific requirements of the scheme design.

The plan should be effective and feasible.

The first is to strive for the greatest benefit with the least consumption and cost; the second is to take the least risk, the possibility of failure is the least, and after hard work, there is basically a certainty of success; the third is to be able to fully achieve the planned target.