Real estate market research

I'll give you this first, and I'll also give you a complete research report on the real estate market in a city, with tens of thousands of words.

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Real estate market research and planning

Real estate survey is the basis of project planning and decision-making.

Real estate market research

Real estate market research is to systematically collect, sort out, record and analyze relevant market information with real estate as the specific commodity object, and then study and predict the real estate market, so as to provide reference and suggestions for decision makers to understand the changing trend of the real estate market, formulate company business plans and formulate business strategies. Due to the immovability of land and houses, the real estate market survey has profound regional characteristics and particularity. We are also used to cutting into the real estate market according to the regional form, from point (single building) to line and surface (regional 98 market), and then from line and surface (regional market) to body (macro environment); Then return from ontology to point, line and surface, and continue to cycle back and forth to achieve mastery, so as to truly grasp.

First of all, the point is-a single building.

The market research of a single building is the basis of the real estate market research. It is not only the first lesson for new employees to get in touch with real estate knowledge, but also the most concrete and direct way for any senior employee to know the real estate market in real time.

The market research of single building usually includes the following five contents:

The first item is to analyze the geographical location of the building. Generally speaking, it is to analyze the regional historical evolution and regional characteristics of real estate (commercial center, industrial center, university community, etc.). ); Understand the regional traffic conditions, (bus, subway, elevated, light rail, provincial and municipal expressways, district and county expressways, etc.). ); Cause or public facilities (water, electricity, coal and other municipal facilities; Parks, schools, hospitals, theaters, commercial centers, supermarkets, hotels, libraries, stadiums, bazaars, famous restaurants and other living facilities) and human environment. In a small room, it is the size and shape of the real estate plot, its location and who are its neighbors? What about its access? Whether it's the street ... or something like that. Different from other commodities, the geographical location of a building is an inseparable key factor, and its quality often determines most of the value of the building.

The second item is to analyze products. This is the main part of the real estate market, focusing on land, total construction area, product category and planning, architectural design and appearance, total number of apartments and room type, area, pattern ratio, building materials, public facilities and construction progress. The analysis of products is the basis of understanding real estate. Only by carefully analyzing the products can we correctly grasp the resulting changes. Among the product factors, there is a special one, which is not the product itself, but it is an important part of the product. It is what we often say about the composition of the company, that is, who is the company that understands the investment, design, construction and property management of the real estate? What qualifications do they have? How do they work together? ....., so as to evaluate the attributes of credit reliability.

The third item is to analyze the price combination. That is, the unit price, total price and payment method of the product. In the market, there are often many price promotions, but they are all the same, which ultimately comes down to three price combinations. Analyzing the price combination and understanding its application strategy is the most attractive place of market research.

The fourth is to understand the advertising strategy. Advertising strategy refers to the main appeal point, media selection, advertising density and implementation effect of advertising.

The fifth item is sales execution. This is the most critical place. On the one hand, it refers to the choice of sales point, staffing, business execution ... on the other hand, it refers to what kind of room is the best to sell? What kind of total price is most acceptable to the market? What is the most important place to attract customers? What are the characteristics of customers who buy houses ... These are all things that market research should know. Among them, the sales situation is a result, and other aspects are the reasons. Understanding the cause and effect and analyzing the reasons are the whole connotation of single building and the adjustment of the whole market.

Second, the line and surface-regional market

After a detailed understanding of a single building, you can start the investigation and analysis of the regional market. Regional market investigation and analysis mainly includes three aspects: regional analysis, regional products and demand characteristics.

Regional analysis

Regional analysis refers to the comprehensive analysis of traffic routes, regional characteristics and development planning that affect the real estate market in a specific region. Different from the geographical location analysis of a single building, in the specific analysis, the regional analysis focuses more on the overall analysis and macro evaluation. For example, the rise of Shanghai Hongqiao Development Zone, through regional analysis, can be known that this is inseparable from the benign traffic route from Hongqiao Airport to the city center and the development planning of Hongqiao Business District.

regional product

Regional products mainly include understanding and analyzing the total amount, category, location, distribution, unit price distribution, total price structure, market reflection of various marketing methods and capturing market gaps within a specific region. The key to analyzing regional products is to carefully study the similarities and differences of regional products and the reasons why the market reflects their advantages and disadvantages. For example, when everyone is a house with the same price and quality, one of the properties sells quite well, which is where the regional products should be analyzed.

Demand characteristics

Demand characteristics refer to regional population number and density, population structure and family size, purchasing power level, customer demand structure and characteristics, population quality and habits ... Demand characteristics are a kind of examination of products from the customer's point of view, and grasping demand characteristics is the driving force and source of continuous innovation.

Regional market analysis is based on a detailed market survey of a single building. To write a regional market analysis report, we should first investigate a single building in the region in detail, and then take the street where this building is located as an extension area to carefully investigate all the buildings in the whole street. Finally, based on this street, the real estate situation of the surrounding streets is investigated in detail.

In this way, from point to line, from line to surface, through constant comparison, analysis, induction and summary, the situation of regional market will be like the palm of your hand.

Third, the body-macro environment

Grasping the point, line and surface is the subject of market research, but not all, just the object.

Only with a deep understanding of (macro-environment) can the market survey of real estate be more vivid and deeper. The real estate market (macro environment) includes political, social, economic development, administrative regulations, international situation and other factors.

Political society

Political society refers to the national operating system, political stability, social security, real estate investment and urbanization process. Political stability is the cornerstone of social development, and political factors cannot be ignored in analyzing the real estate market.

economic factor

Among all macro factors of real estate, economic factors are the most obvious and direct factors for companies and individuals. It includes various factors, such as the country's economic development, fiscal revenue and expenditure and prices, population and consumption, residents' income and savings, etc. For example, the sharp reduction of the deposit interest rate of 1997 has obviously played a role in stimulating individuals' willingness to buy houses, and the real estate market has therefore set off several waves.

administrative laws and regulations

Administrative regulations mainly include land system, housing system, tax policy, urban development strategy, urban planning and special policies. If the housing distribution system in kind is abolished, the impact on the commercial housing sales market is obvious. There is also a land value-added tax, and its implementation is also a double-edged sword. If there are too many restrictions, investment funds will not come in, and the speed of economic development will be relatively slow; If there are too few restrictions, speculation and profiteering will follow, and the damage to the national economy cannot be underestimated.

International situation

The influence of international economic, military and political environment on real estate can not be ignored. For example, the Southeast Asian financial crisis at the end of 1997 affected the real estate market in China more or less. The investment cost alone is analyzed, because in the Southeast Asian financial crisis, the currencies of China's neighboring countries all depreciated by 20% ~ 50%, while the RMB stood firm. As an investment businessman, before making a decision, he will definitely evaluate the future stability of the RMB and the relative cost at this stage. When the situation is uncertain, he is bound to flinch.

In a word, point, surface (line) and body constitute the basic framework of real estate market investigation, and their integration is an effective way to deeply study the real estate market. Only by carefully conducting market research and scientific analysis can we become real market experts.

Business process of real estate market research

Research principles

The market research of the studio is different from that of a professional market research company. It is not a static, descriptive and systematic study, but a study that provides confirmation, stimulation and support for our unique planning creativity.

1. with problem investigation: the project leader should put forward the problems that need to be solved in the project development within 3 days after the investigation begins. Where there is a problem, there is a direction.

2. purposeful research: with vague ideas, such as possible ideas, positioning, business ideas and directions. During the investigation, we began to conceive various possible schemes. Once you have a framework idea, start trying to prove it. But don't stay in this framework until the comprehensive and in-depth investigation is over.

Rule 3.20/80: Time and energy should be spent on the core issues, not seeking a comprehensive system, but seeking key breakthroughs on the core issues. Grasp the key people, especially communicate with the boss deeply. At the same time, pay attention to communication with professionals and institutions, and occupy their information as much as possible.

4. The rule of "tracing": Pay attention to the development and promotion level of local real estate, and seek the essence from various development and marketing phenomena by means of "tracing"-why do you do this? What is its goal? What's the effect? What kind of mentality does this market effect reflect to consumers?

Research system

1, daily meeting system: the activity is completed on the same day, the research is conducted on the same day, and a group meeting is held every night, presided over by the project leader.

2. Study the diary system: after the daily meeting, a written conclusion (main points) will be formed, which will be input into the laptop by the designated personnel and sent to the studio planning headquarters by e-mail.

3. Daily survey and night talk: outdoor field trip during the day, indoor interview at night, and complete the investigation in the most compact time.

Research process

The basic actions of investigation can be divided into the following steps:

1. Preliminary foundation preparation. Ask for background information of enterprises and projects, and collect and analyze information of industries, regions (cities) and enterprises through various information channels (including the Internet).

2. Set up a project team, divide the work, draw up a research plan and communicate with customers. Submit to the customer a list of materials and information including projects, enterprises, markets and related industries, as well as a list of interviewees.

3. It takes about 1 day to enter the project site, make a quick survey of enterprises and projects, communicate with customers (mainly bosses), clarify the core issues and adjust the research plan.

4. investigation. Written materials, interviews and field visits are combined to summarize every day to form analysis points and problem points.

5. research. Communicate within the group, communicate with the senior manager of the customer, and further clarify the research conclusion.

6. Supplementary research.

7. Write a research report.

The basic contents of the investigation

1. Region (urban economy, transportation, commerce, population, consumer culture)

2. Industry (real estate scale, level, type, level, marketing characteristics of major brands, development status of real estate industry chain, agency, media, advertising, planning and design, etc. )

3. Market (consumers, competitors)

4. Project (site selection, plot, planning, design, target market segmentation, marketing strategy, success or failure case analysis of similar projects)

5. Enterprise (enterprise resources and capabilities, focusing on the allocation of human, financial and material resources related to the project)

research project

1. Purpose of investigation

2. Scope of investigation

3. Research hotspots

4. Research outline

5. Written materials required from customers, interview targets and investigation destinations.

6. Time, place and personnel of investigation (including the cooperation of personnel provided by customers)

The main contents of the research report

1, Market and Industry Development Situation Assessment

2, enterprise ability and development intention evaluation

3. Project Opportunity and Feasibility Assessment