Phoenix City project is located in Zhengzhou real estate market in the southeast plate, in the south of Zhengbian Road Road, Phoenix East Road, Fengtai Road (under construction) and Youth Road, three roads in the form of a community with the surrounding commodity world, famous building materials market and so on, separated.

The existing property form of Phoenix City consists of row villas, ordinary existing multi-storey houses and small multi-storey houses under construction. The market positioning of the first phase of row villas has been misplaced and sales barriers have emerged. A phase of 5 #, 7 #, 9 #, 11 #, 13 #, 15 # six multi-storey learned the lesson of the villa, to ultra-low price into the market, the successful realization of the sale, but did not achieve the expected profit for the developer, did not establish the brand image of medium and high-end properties, unintentionally formed the next phase of small house development and small high-rise development of the Phoenix City brand barriers.

Now, the first phase of multi-storey there are still 37 suites, quasi-current housing, sales of 8.5 million yuan. Among them, there are 23 sets of 159.7 m2 three-bedroom two-bathroom, mainly on the fifth and sixth floors; 127 m2 three-bedroom two-bathroom 7 sets; the sales amount of these two types of rooms accounted for 90.4% of the balance of the first phase.

The total sales amount of small houses in Phase II is expected to be 28 million yuan and 17 million yuan for street stores, totaling 45 million yuan. The pre-sale license is expected to be issued at the end of May XX.

From this, we can see that the current saleable resources of Phoenix are composed of three different kinds of properties: phase II small units, existing large units and stores. Among them, the second phase of small homes accounted for 52% of all available sales, the first phase of large home sales 16%, the second phase of the street stores accounted for 32%. One of the major challenges we face is how to address the obstacle of overly dispersed saleable resources.

2. Market Overview and Basic Competition Pattern:

a. Southeast plate and Zhengbian Road business district.

The southeast sector of Zhengzhou real estate market is mainly composed of three parts: along Zhengbian Road, along the southern section of Dongming Road, and along East Navigation Road and 107 National Highway.

Along the Zhengbian Road, it is mainly composed of middle- and high-grade properties such as Jianye, Yingxie, Lily Garden and Oriental Pearl. Supported by the business circle of Zhengbian Road, this area has become a clear high-class residential area. Phoenix City is located within this district. It is almost one way away from Yingxie and Jianye. But Phoenix City in the process of manipulation, not in addition to the rationale for a good business environment and residential environment of the brand distinction and leverage, purely low-priced brand connotation to intervene in the competition, not only did not reap the natural price advantage of the location, but also for the second phase, the third phase of the creation of the brand obstacles.

Along the southern section of Dongming Road, the competition is currently very fierce, mainly by Dongming Garden, Jiayi Garden and other properties.

Along the east navigation road and 107 national highway is the highlight of the property market since XX years, Baojing, Golden Harbor, Sydney Sunshine, Yanqui Garden and a number of large-scale properties in the middle price range. Among them, Yan Guiyuan Garden is a clear competition for Phoenix Phase II small family buildings, and almost all other . All the other properties are in clear competition with Phoenix Phase I 159, 127 square meters of existing homes.

b. Overview of the small house market.

Since the end of XX fashion party involved in the Zhengzhou property market, the small family this property form has developed rapidly. Especially at the beginning of XX, the youth residence easy (easygo) with more than 1,900 sets of input volume impact on the market, the formation of small house type of the "black hole in the market", completely break the market competition pattern, realize the small house type from supply is less than demand to the supply exceeds the demand of the transformation. In April of this year, there was an unprecedented sharp decline in the sales of small homes.

Yangui Park is located in the east section of the cargo station street, developed by Sheng Huang Real Estate Company, has successfully realized the development of a phase, in the case of little competition, harvested the first batch of demand for small house market, and now Yangui second phase is subscription stage. Yan Gui Yuan has intervened in the small house market ahead of time and has recognized that the main market for small houses is 6080 square meters for two-bedroom apartments and 100 square meters for three-bedroom and two-bathroom apartments. This is completely consistent with the results of our market research. It is these types of units (two-bedroom, two-bathroom, 75 square meters and three-bedroom, two-bathroom, 95 square meters) that are being developed in the second phase of Yan Gui Garden. It can be said that we do not have an advantage over Yan Gui Yuan in terms of the ratio of household types.

General Marketing Principles:

1, confidence is more precious than gold, fast payback to reduce costs and increase profits

2, innovation-driven development strategy to take the initiative to attack the whole city marketing marketing staff marketing

3, take the very road strategy to use the money on the knife edge

4, Go Amway sales method

Specific strategies:

First, the old customer recommendation strategy

1, the old customer door to door or on the unit, bring a gift (about 200-300 yuan), bring the sincerity of each recommended a new customer, the award of 1,000 yuan, recommending 10 new customers, and then make up the award of 3,000 yuan.

2, called Anyang run insurance personnel, held a product promotion, each insurance personnel recommended a new customer, award 1000 yuan.

3, call the old customers evening dinner, enhance the relationship, introduce the advantages of the product, each recommended a new customer, the award of 1000 yuan, recommended 10 new customers, and then make up the award of 3000 yuan.

Second, the teacher strategy

Looking for enthusiastic teachers, each recommended a new customer, the award of 1,000 yuan, recommended 10 new customers, and then make up the award of 3,000 yuan.

Third, the unit strategy

proactive contact with friendly units, to the unit to market, the main person in charge of the unit to promote ten suites, their own purchase of homes in the normal concessions, and then remove 15,000 yuan.

Fourth, the counties, towns and cities, the main large village strategy

1, send text messages, carry out a single, each county, about 20,000 yuan.

2, looking for local contacts, each recommended a new customer, award 1,000 yuan, recommended 10 new customers, and then make up the award of 3,000 yuan.

3, in the main lot, consider the price of the basis, you can do some advertising.

V. Dispatch strategy

Continue the original dispatch, to the townships, counties to go, to the main units in Anyang City.

Sixth, other

1, directly press the salesman, to the customer's home or unit. Pressing the salesman to have dinner with the customer.

2, increase the efforts to call for payment, fixed house, sign an agreement, the agreement states that a week to pay to the loan 40%. Pay all at once. Otherwise no longer receive this customer fixed.

3, the counties, townships, major villages to the project should be considered vehicles, noon to consider eating, sending gifts. (Because in the county, townships, major large villages a household can lead to multiple households.)

4, increase the existing salesman ideological education, improve confidence.

5, the single page with words directly, such as "the best place in the east of Anyang lowest price a price" and so on. Such as "no financing, no loan company" and so on.

6, each buyer, in the price, there are principles, but also to have a way.

7, early return, the bank loan or personal payment, I guarantee that it is completely feasible, that is to say, the interest to the customer, we also sell the house at the same time, two birds with one stone, very good.

Residential project marketing plan 5

First, docking project

Royal One

Second, the project works

Progress based on the current progress of the project, it is expected to be able to be in 20xx May 10 or so topped out in December handover

Third, the project's current marketing background

1, the financial crisis on the current real estate market, the decline in customer desire to buy is one of the important reasons

2, the region on the period of the house of the 'resistance to the larger, with a wait-and-see attitude of the more

3, this case of the target customer group for the region's high-end 10% of the noble customer group and preparation, the target customer less The target customer group for the region's 10% of the high-end valued customer base and preparation, the target customer is less

Fourth, integrated marketing breakthrough

1, by the "provident fund to the letter" triggered by the thinking

By the provident fund center authorized Xiping Post Office to use the provident fund center's seal, the provident fund for the customer A full range of publicity, we will be cleverly integrated into the Royal One's activities, in the name of the provident fund center to issue letters, provident fund customers to improve the credibility of this letter, will look, will not be discarded with the appropriate.

2, new channels, naturally need to do a new article.

Undoubtedly, the core content of the article is to establish a link between the interests of Phoenix Contact and CPF customers. Obviously, the current direct home purchase discount rhetoric can no longer adequately impress customers. Here, the amount of home purchase discounts and the concept of RMB replacement, to give customers a "beautiful misleading", that is: to receive the letter of the CPF customers to the Phoenix Real Estate development of the Royal No. 1 district sales department will have "money" can be collected!

3, "6 +1 incentive program" concept out and content determination

Very 6 +1 is a Chinese TV program known to young and old, its witty and cheerful hosting style loved by everyone, its popularity is very high, borrowing the "6 +1" title to attract the public. The big title "6+1" attracts the public's attention, and at the same time implies that our project has achieved 6 firsts in Xiping. How to utilize this advertising channel to make the most direct appeal to the target customer group of 11,000?

What are these 11,000 people willing to believe? What can touch the nerves of these 11,000 people and make them have a strong desire to buy? The concept of "6,000 yuan purchase discount" is artificially enlarged to make a full article on "6,000 yuan"! The plan to launch about 284 sets of housing, we can first do the math: 6000 (yuan / set) × 284 (sets) = 1.7 million (yuan) from this extension: the launch of the "1.7 million yuan purchase concessions".

"6 +1 incentive program" is a good solution to the article's proposition: large enough, eye-catching. 1.7 million yuan of the virtual total is enough to detonate the excitement of the market! 6 +1 incentive program "to come to the head, but whether it can continue to enrich its content system? "The 6+1 Rewards Program" carries multiple purposes on how to gradually realize?

If we are designing a game, in the game setup:

The first level is to "attract attendance", through the "6+1 Reward Scheme" advertisement publicity and CPF letters to attract customers to the sales site.

The second level is to "amplify the temptation". Customers to the sales center, transferable "6000 yuan purchase cash card in addition to the purpose is to leave the basic personal information.

Drawing on the aforementioned "1.7 million yuan" virtual total of the formation of the idea, the "6000 yuan cash card, vouchers to be transferred to the transaction to be rewarded "500 yuan" concept of the same amplification: 500 ( Yuan / set) × 284 (sets) = 142 (million).

In short: 6 +1 incentive program = 1.7 million yuan purchase cash card program + 140,000 yuan referral transaction incentive program housing provident fund customers with the 20xx "provident fund to the letter" to the designated sales centers in the specified time can be obtained "6,000 yuan purchase cash card!

6+6+6+6

6 +1 incentive plan two: 140,000 yuan referral transaction incentive plan "6000 yuan cash card, can also be authorized by the holder of others to enjoy; if the transferee with this card to purchase its Royal One product success, the real estate verification is correct, the sales staff in the transferee to sign a formal contract to purchase a home within the first time to notify the original holders: can be at any time to the designated sales department to receive 500 yuan cash incentives. The designated sales department to receive 500 yuan cash incentive.

V. Expected purpose of "6+1 Reward Program"

Given that the overall real estate market into the off-season, the Royal One in the current situation of the accumulation of customers is not ideal, the use of the "Provident Fund to the customer letter", the Phoenix Phoenix Real Estate Board of Directors has been working on the development of a "6+1 Reward Program", which is the first of its kind in the world. "Phoenix Real Estate for" 11,000 provident fund users "newly developed direct media channels, to achieve:

1, the near-term goal: to achieve the project's customer accumulation and smooth sales;

2, the long-term goal: to grasp the " 11,000 provident fund users", so that its attention to the Royal One, understand and eventually become a home ownership hardcore customers;

3, corporate brand objectives: Phoenix Real Estate first new work, return to the community, enhance corporate visibility, reputation.

Six, "6 +1 reward program" implementation details

1, marketing node division

Storage period March 15 (tentative) → March 30: "6 +1 reward program "Suspense import" 6 +1 reward program "is a highly targeted centralized public relations, marketing program. The large-scale public relations for "11,000 provident fund customers", whether it can generate enough sales potential as expected, the key to its success or failure is determined by the "6+1 Reward Program" in the entire Xiping property market influence in the pre-introduction! Therefore, on March 15 (tentative) of the "6 + 1 program" suspense introduction period, must be high-profile! High-profile!

"High-profile" is reflected in two levels:

The first is to have enough time to build momentum, but the current reality is that the time is relatively limited;

The second, but also at present the only thing we can control, that is, the concept of the media release must achieve a high degree of concentration and unity! Concentrate all the voices and say the words "6+1 Rewards Program" at the same time!

Activity start period April 1 → June 15

After a certain period of activity in the reservoir period

Publicity, March 15 outdoor advertising and other media focused on the "6 +1 Rewards Program" public customer: April 1, the first provident fund customers will receive the "6 + 1 Rewards Program", "6 +1 Rewards Program", "6 +1 Rewards Program", "6 +1 Rewards Program", "6 +1 Rewards Program", "6 +1 Rewards Program", "6 +1 Rewards Program". After the last customer receives the statement on April 15, the time is postponed for 15 days, i.e., before April 15: basically, it can be recognized as the "6+1 Rewards Scheme" target customers to focus on the subscription period.

2, the nodes of the combination of media placement

March 15 (tentative) March 30

Mainstream media: outdoor + Flyer

niche media: SMS + TV Flyer subtitles + point-to-point leaflets

sales site: banners + x-railers

April 1 April 15 (tentative)

mainstream Media: Outdoor + Clip Newspaper

Niche Media: SMS + TV Flying Subtitles + Peer-to-Peer Leaflet

Sales Site: Banner + x-stand

Direct Media: Housing Provident Fund to Letter (Starting from March 24th, put in two to three batches, about one week to two weeks)

The first stage: market guidance period time: about two weeks, should not be too long.

Theme: South Lake shore, the world outside the farmhouse stage goal: in the consolidation of "Nongjiajia" this recreation project popularity at the same time, to change the part of the consumers on the existing Nongjiajiajia environment is not very satisfied with the impression of the consumer to stimulate the potential consumer's interest in consumption, the formation of the market expectations, to cohesion of a certain amount of popularity, for the opening period to pave the way for a good. The opening period to lay a good foundation.

2, in the Qun Guang, Asia Trade Center, Optics Valley and other areas of concentrated flow of people to distribute leaflets, "the shore of the South Lake, an out-of-this-world farm" as the theme, advocating a leisurely, comfortable holiday life, and enhance the attention to the natural scenery.

Second, the campus publicity:

1, the issuance of leaflets, in the Huaynong, Zhongnan University of Economics and Law, Zhongnan Minzu University, Wuda, Huake and other colleges and universities campus publicity, to promote the concept of healthy living, to attract customers with the environment.

The second stage: opening activities

Theme: Oxygen Bar of the mind

Stage goal: on the basis of the previous publicity, focus on advertising campaigns, and strive to maintain the opening period of the flow of customers, while ensuring that consumers get very satisfied with the service, shaping a good reputation, and then expand the range of sources, the formation of a virtuous circle. The company's business is a good example of how it can be used.

Marketing tools:

1, cooperation with major group-buying sites, take the initiative to expand sales channels to make up for the profits of the traffic, to win the word of mouth.

2, to carry out the "healthy life, close to nature" as the theme of the campus essay (photography) contest, after selection, invite some of the best players to visit the project in person, and will be displayed on campus, so that "Nongjiale" this consumer brand close to student life. The company's website has been updated and is now available for download.

3, the campus for student unions, associations, class student cadres and other key publicity, highlighting the advantages of this project compared with competitors, emphasizing the specific preferential information.

Three seasons, two key groups

First, spring

Theme: out of the campus, where the spring is infinite

Stage goal: to seize the golden time of the spring tour of the students to take the centralized publicity, the formation of a trend of consumption on campus, leading to guided consumption.

Marketing tools: organizing the "Kite Festival" on campus, making kites printed with Nongjiale's advertising slogan, and flying them on campus at the same time to form a sensational effect.

Second, the newborn season (fall)

Theme: from all over the world, we are a family

Stage goal: the use of freshmen's grade characteristics, to take targeted publicity, to stimulate the interest of freshmen, and strive to make it a stable source of customers.

Marketing tools: with the help of "travel tips", "campus life abc" and other promotional materials, the content highlights the characteristics of Nongjiale's own cooking, emphasizing the atmosphere of home, emphasizing that the university is the beginning of independent life, emphasizing that the new beginning, the courage to try. Be brave to try.

Third, the graduation season (summer)

Theme: scattered to the ends of the earth, never forget you and me

Stage goal: the use of graduates parting, sentimental atmosphere, with the theme of "the last class activities", at the expense of loss of profits, strive for customer flow, after years of accumulation, to build it into a "must" graduates leaving school. The theme of "the last class activity" is a loss of profits and a struggle for customer flow.

Marketing tactics:

1. With nostalgia as the keynote, put forward the consumer concept of "reliving the first year of college", and launched a special discount price for graduates.

2. With the tone of parting, the slogan of "We'll do it together for the farewell dinner" was put forward, and considering the tight schedule of the graduates, raw materials such as vegetables and meat were supplied at a low price.

Residential Project Marketing Plan 7

I. Opening Theme

Convey to the outside world the information of the opening ceremony of Jinkun Real Estate, show the strong strength of the enterprise. Expand the social awareness and brand reputation of Jinkun Real Estate, reflecting the five advantages of Jinkun Real Estate: the company's strong financial strength, "the first shot" qualifications, excellent location, a lot of appreciation space and first-class design, show the company's bright prospects for development, and promote the sale of real estate. At the same time, the enterprise social public relations, to establish the real estate positive good social image, and harmony with the local government departments, customer relations.

Second, the opening time:

November 28, 20XX (tentatively scheduled)

Third, the activities of the location:

XX Real Estate Co.

Your company to determine

V. Media to be invited:

XX Television, XX Advertising Company

Six, the activity program

(a) Preparation

1, the guests

City Government Relevant leaders in charge, industry celebrities, the company's relationship with customers, the media.

2, buy or make a number of meaningful gifts

Do the activities of the site gifts, gift bags (can be provided by the company in advance samples, finalized by your company after my company unified production).

One can express the respect and gratitude to the leadership; the second can play a publicity role and brand effect.

3, red flowers, scissors, trays and flowers required for the ribbon-cutting ceremony

4, the preparation of invitations

Printed in advance invitations, non-city guests invitations to be sent 10 days before the ceremony, the city 5 days in advance to send out, and to confirm that come or not to return. (Please confirm and determine your company.)

5, other preparations

3 days in advance to the city weather bureau to obtain information on the weather conditions on that day.

Realize the security command and responsible for the order work in the jurisdiction.

Implement the command and take charge of order 6 days in advance.

(b) Pre-opening advertisement

Publish a full-page print advertisement for the opening celebration, which will be placed 2 weeks before the event. The community website will also be used for text and photo coverage.

(3) Media coverage on the opening day

On the day of the opening, the city TV station, print and online media were invited to highlight the XX Real Estate's opening celebration with news reports, text and pictures.

VII, the opening site activities

1, the site layout

The sales hall: the hall is divided into a reception area and service area. The main wall to do the image wall to introduce the company's overall situation, the top of the spotlights to highlight the effect; the front of the arc sales consulting desk, the right side of the main wall to do the six main models of portraits. In the middle of the columns hang the introduction of colorful flags or promotional images. Another set of sofas, coffee tables and property profile information. The overall need to reflect the company's formal, strength, taste, to bring customers a warm and harmonious feeling. (Effect map attached)

Venue layout: the venue layout to the actual effect shall prevail, according to the different areas of different divisions. Site to the sales department as the reception center, with media advertising, to create a good reception environment and atmosphere.

The podium area: also known as the ribbon cutting area, located in the company or building entrance. The left side of the platform for the VIP speech, the right side of the host with a vertical microphone, red carpet on the platform, in front of the platform and the left and right side of the green bonsai.

Guest area: can be located in front of the ribbon cutting area and both sides.