Planning Scheme for Real Estate Activities (5 practical articles) (1) With the coming of the May Day holiday, Hainan, as tourism real estate, will welcome many tourists and locals to return home. In China's real estate market, many people will choose to buy houses for their families during the May Day holiday, and developers also use the holiday to give gifts, and promotional activities are launched one after another. At present, the market is white-hot, supply exceeds demand, customers are rational in consumption and wait-and-see mentality. In order to continue to combine the price differentiation marketing model of warm spring house purchase activities, according to the needs of market customers, the promotion plan is as follows: This promotion is intended to be a "straight to the theme" promotion method. Although almost all buildings adopt this method, it caters to the festive atmosphere, project location and surrounding supporting advantages, highlights the preferential policy of "grid differentiation", and gives back to customers in real time, which has played a certain role in the popularity and sales of buildings.
First, the purpose of promotional activities;
This activity is mainly aimed at the completion of commercial plaza, model room, the opening of Building 3 and Building 4, and the promotion of May Day Golden Week. Fully promote the popularity of ××× in the local market, promote the rapid sales of real estate and quickly withdraw funds, and lay a good foundation for the upcoming off-season of Hainan real estate sales in June, July and August and the early stage of Hainan real estate sales season in autumn.
Second, the promotion target:
The promotion target is mainly aimed at the last batch of migratory bird customers who have spent the winter in Hainan and are about to return. Big cities just need residents and local buyers who want to change their quality of life and move to the city.
Third, the promotion theme:
1, the commercial plaza and the model room officially opened, and a brand-new Yucheng Yipin welcomed the arrival of the owners.
2, 3, and 4# buildings officially opened, and the classic life was sincerely presented. May1-May 7, 5 sets of special rooms were sold in a limited time.
Fourth, the way of promotion activities.
1, Golden Week gift, giving back to customers;
When the rainy season comes in Hainan, all customers who come to see the house and sign up for the project will be given project umbrellas, so that the advertisements of "××" will be spread all over Danzhou;
2, 3 and 4# buildings were officially opened and officially sold on May 1 day. Banners are hung in Danzhou city and its surrounding farms and towns to increase the amount of advertisements;
3, preferential housing, send a decoration gift package; 10% discount on house loan, 8.8% discount on one-time payment, and 20 190 yuan decoration gift package.
4, the daily special offer, set up a limited time to buy;
Hang banners in XX city, surrounding farms and towns to convey the daily limited special room information during the holiday season, so as to warm up the golden week promotion in the peak season of home ownership. From May/KLOC-0 to May 3, five sets of one-price rooms can be sold without floors, and from May 4 to May 7, five sets of one-price rooms can be sold without floors.
5. Create an on-site promotion atmosphere
Sunshades, leisure tables and chairs are placed in the square, WIFI is opened for free, drinks, coffee and popcorn are provided for free, so as to increase popularity, place stereos and play music, and combine with the square fountain to form an elegant leisure area. Arches and slogans were set at the entrance of the crime scene.
6. Time and place of promotional activities;
Promotion time; One-price housing time is 7 days in May Day Golden Week. The discount plus decoration package activity ends on August 30th, 20xx.
Promotion address: ×× urban area, supplemented by surrounding farms and towns;
Planning scheme of real estate activities (5 practical articles) (2) 1. Activity organizing Committee
1. Person in charge: Planning Department
2. Members: heads of departments
Second, the activity time:
20xx September
Location:
Prepare:
Third, the purpose of the activity:
1. Promote the signing of contracts by customers who closed the business at the opening.
2. Improve the atmosphere of the on-site sales office that day and make the house very popular.
3. Make xxxx famous and promote interpersonal word-of-mouth effect.
Fourth, the theme of the event:
Celebrate the Mid-Autumn Festival, welcome the National Day and give a big gift!
Verb (abbreviation of verb) activity slogan:
Seeing the scenery and sending affection, Mid-Autumn Festival ceremony
Six, site layout:
(The day before the opening hours)
(1) Off-site layout:
Doorway couplets: Thousands of families reunite to welcome the Mid-Autumn Festival, the four seas celebrate the National Day with jubilation, and Lian Heng: celebrate the festival; (Banners or couplets, 5 yuan within one meter, xx5=25 yuan)
Huge external wall suspension: width: height = 10Mxx 13M, content of publicity activities; ( 130 m2 xx 10 = 1300)
Hang eight red lanterns above the door. (26xx8=2 10)
* * * Cost: 30+1300+210 =1540 yuan = 1600 yuan.
(2) Site layout: (the day before the opening)
1. Banner: Welcome to the "xxxx" sales office.
2. Put a big moon cake in the lobby on the first floor; (The price of KT board or plastic material is unknown, and the budget is probably 300 yuan).
3. Set up a memorial archway at the entrance of the first floor, add two people to make moon cakes at the scene, and hang a tag on the top of the memorial archway to write moon cakes in hometown, so as to set off the atmosphere of making moon cakes and hometown; (archway plus raw materials and labor 1000 yuan)
4. Rent carpets, arches and stereos from the wedding company, (500 yuan).
5. Put 50 flags (4xx50 = 200 yuan) on each floor passage.
6. A large (2.5-meter-wide) lantern (made of KT board) is hung in the center of the central hall. The words "Happy Mid-Autumn Festival" are hung under the big lantern, and other decorations are added. (Cost 500)
* * * Cost: 2,600 yuan.
Seven, publicity strategy
1, DM poster promotion;
A. Publicity content: related contents such as project type and supporting advantages;
B. Time: August 30th, 20xx;
C. publicity form: pictures and words.
2, the venue is huge, and the exhibition board is publicized;
3. Broadcasting and publicity in venues; (available at the sales office)
4. People in the community are crowded with small banners that read: "Wangjing Square wishes the people of the city a happy Mid-Autumn Festival; Mid-Autumn Festival Housing Sales Hotline: 0316-6865555 "(20 yuan)
Activity flow
New customers arrive at the sales center, enter the sign-in area to sign in, take the number sheet or serial number, and gather outside the door to maintain customer sentiment before opening. After the opening, sales will take customers to buy a house, customers who have signed the purchase subscription, sales will take customers to the on-site egg-beating area, customers will beat eggs to get lottery tickets, sales will take customers to get prizes and score (with the subscription and customer ID card), and sales will let customers enter through the back door.
(The real estate consultant will receive the whole process and introduce them one by one, so as to promote the transaction probability and tap the potential customer base.)
Eight. Activity cost
Location layout (giant+lanterns+couplets) cost 1600 yuan.
Indoor scene layout (kT board+archway) 2500 yuan.
Extrabudgetary expenditure, 500 yuan
* * * Cost: 4,600 yuan.
Planning scheme of real estate activities (5 practical articles) (3) 1. Activity purpose:
Through the public welfare activities with the theme of "Farewell the old year and send love", invite new and old owners to Jiuyuan to maintain customer feelings, explain the latest developments of the project, and strive for the introduction of old owners; Invite some new customers to understand the project and facilitate the intentional transaction.
Second, the activity content:
The property consultant informed the former owners and customers of Modian to come to Jiuyuan at the specified time to participate in the charity event of "Farewell the Old Year and Send Love" organized by Taibai Impression.
After sorting out the love items sent by the customer, send the customer a New Year gift package.
Show the old owners around the product recommendation room to update the latest developments of the project; Recommend products to modern customers.
Take a photo and choose the best smile to be the "ambassador of love image".
Three. Time and place of activity:
Time: 2: 00 pm on February 30th, 20xx 65438 +20xx 654381October 3rd.
Location: xxxx
4. Invite customers:
In order to ensure that the largest number of customers arrive at the site, the invitation is divided into two times; The first invitation time is: Friday, February 28th, 65438+20xx. All customers who have already made a deal and those who have called will inform the time and place of the event by SMS in advance. The second invitation time is 65438 on Sunday, 30th February, 20xx. Customers are invited to attend by phone at 2pm.
Invited speech by the old owner: Mr. xxxx, I am your property consultant Xiao xx. Did you get the message I sent you yesterday? The activity of "Farewell the Old Year and Send Love" organized by our community and Xi 'an Love Alliance is scheduled for 2 o'clock this afternoon. Let's collect some idle clothes at home. One is to pay our love, and the other is to save our time. At that time, we will also choose an "ambassador of love" who is impressed by white people and send a New Year gift. When do you think you will arrive in the afternoon?
Mr. xxxx, I'm Xiao xx, the property consultant of Taibai Impression. Did you get the message I sent you yesterday? Well, the activity of donating old clothes and giving love organized by Xi 'an Love Alliance will be held at two o'clock this afternoon. Your participation is cordially invited. You must be a caring person. I will make an appointment with you this afternoon.
Page heading e
First, the activity time:
September 1 to September 10 (followed by Mid-Autumn Festival and National Day)
Second, the activity object:
Teachers, as well as customers with teacher qualification certificates;
Third, the way of activity:
Mainly promote the 26th floor, with big discount and strong promotion.
Four. Activities:
1, see the house and give gifts:
Anyone who holds a teacher's card to see the house in the sales department will be given a small gift by the top ten every day. The value is between 5- 10 yuan. The total number is controlled at around 50.
2, 26th floor big discount:
The overall launch of No.26 is the "Gardener's Building". Anyone who buys No.26 Building with a teacher's card will get a one-time discount of 8888 yuan and a installment and mortgage discount of 6888 yuan.
3. Other advantages:
Any teacher who subscribes for any house in this case will be given an extra discount of xx 100 yuan according to the length of service of the teacher (the length of service requires the school to issue a certificate).
4. Tourism promotion:
During the activity, all buyers with teacher's cards will be sent to the "Xixia Zhongyuan No.1 Drifting" tour, and a group will be organized on the day of Teacher's Day on September 10. Those who give up will pay the house price in 200 yuan.
Generally, persuading customers to give up traveling and make up the house payment is equivalent to the teacher's extra discount on 200 yuan.
Verb (abbreviation of verb) propaganda means
1, scheduling
3 1 is generally the date when students report for duty, which is aimed at high-intensity school allocation. 30,000 copies per page.
One-page design framework: starting from the 23rd Teachers' Day, focusing on teachers and giving back to the society, focusing on teachers' four-fold surprise discount on buying a house, focusing on teachers' large discount on launching the whole "teachers' apartment", and attracting attention with extra discounts and tourism. Establish the public image of this case and build a humanistic community.
2. Movable subtitles:
From August 30th to September 2nd, we made moving subtitles for four consecutive days.
Content of mobile phone subtitles: On the occasion of Teachers' Day, Tang Cheng Jinyuan specially launched the "Teachers' Apartment", where teachers can enjoy a maximum discount of 8,888 yuan for buying a house, plus extra surprises and a trip to the "First Floating in the Central Plains". Limited housing, opportunities should not be missed. Address of selling house: South Gate of Yin Hua Road Old Fertilizer Plant, and hotline: xxxx.
3, SMS group:
Company SMS platform, for the original accumulated customers, all send it again.
SMS content: refer to the content of mobile phone subtitles.
Expected goal of intransitive verbs:
About ten sets are sold on the 26th floor.
This Teacher's Day activity, teachers have an excuse not to raise prices for the time being. After the holiday, the teacher rose again, followed by the climax of the whole "Golden September, Silver 10", Mid-Autumn Festival and National Day, which mainly pushed the sixth floor and set off a sales frenzy with great fanfare.
Real estate activity planning scheme (5 practical articles) (4) Purpose
1 There are many commercial houses in XX city, and they are the first to talk;
2, for XXX market and customer base, extensive exposure;
3. In-depth interpretation in the industry, with equal emphasis on exposure, project value and brand.
tactics
1, bulls, three-dimensional communication, multi-dimensional value realization;
2. Social marketing: cross-border communication, WeChat +Tik Tok to maximize exposure;
3. Intra-industry communication: value communication, in-depth interpretation of scale in the industry, release of project value and promotion of brand image;
Socialized marketing
I. Overview
1, an almond goes out of the wall: the cross-border spread of real estate, the channels of daily contact between customers and potential customers are exposed, which enhances the exposure and increases the contact points with customers, thus achieving the purpose of wide spread of the project.
2. Channel: Cross-border WeChat large +Tik Tok
Second, cross-border communication of WeChat.
1, from the media: XX life category+thank you area category.
2. Direction of communication:
The most "awake" day of XXX subway was originally because ...
3. Provide activities and project information (text and video materials), independently write articles from the media, and publish activities and project information in a way more in line with their fans' reading habits.
4. Media resources and quotations
Third, shake audio and video.
1. Release Tik Tok large-scale original video: Draw the scene of delivering coffee at the event site that day according to the word "xxxx", and add 2~3 photos of the event site at the end of the video.
2. Tik Tok size: 1.
Communication within the industry: an in-depth interpretation
Flowers outside the wall and incense inside the wall
Video category: awakening the city and life.
Wake up life
Description:
1. How long has it been since you were busy at work, and it's hard to commute?
2. The core of waking up the city is to wake up life, have more fun on the commute and have more colors in life; Close to the subway, commuting is more convenient and life is much easier; Live a good house and live a happier life.
3. Excavate the humanistic core of projects and activities, and shape the project image.
Marketing Category: Activities and Cases
This is what real estate marketing should do.
Description:
1. Report on the social marketing of flash events, and package this social marketing as the first case of XXX real estate marketing to enhance the attention of the industry;
2. Report and interpret the project to enhance the communication power of the project.
Market category: XXXX's first large-scale vocal music project.
"Who first' upper', who will win! 》
Description:
1, with the image and positioning of the largest voice project in the market, seize the "first" position and attract people's attention;
2. Publish and explain the project value points.
Standard category: the first choice and model of XXXX home ownership.
How to choose XXXX real estate?
Description:
1 and fierce competition in XXX, which also shows that XXX itself is a highland of value, and the project is endorsed with regional value;
The competition is fierce. How to choose a project has several criteria-the big brand of the corresponding project, the subway side, the ecological environment, the product strength and so on. Taking XXXX as a case, this paper describes the skills of home ownership, making the project a regional home ownership standard, enhancing the project image and releasing the project value.
Self-media suggestion: 5
Real estate activity planning scheme (practical 5) (5) The first part is activity mode and process.
I. Theme of the event:
XX apartment "Oktoberfest, Happy Carnival"
Second, the activity time:
20xx may 10 (Saturday afternoon17: 00-19: 30) to be determined.
Three. Location:
(TBD)
Four. Participants:
Initial intention customers of XX apartment
Verb (short for verb) The purpose of the activity:
1. Identify prospective buyers before the official opening of the project to prevent the loss of registered customers.
2. Get good scheduled performance before the official launch, and lay a solid foundation for the official opening.
3. Through pre-image publicity and product promotion, online marketing, exhibitions and other means, the market and customers have a certain understanding of XX apartment, and the concept of appointment registration, preferential appointment registration and first-come-first-served is bound to produce a certain market sensation.
4. Further detect customer demand and provide timely market feedback for formulating price and marketing strategy.
5. Create an atmosphere and related activities with the help of the "Mother's Day" celebration, gather the main target consumer groups, and initially target the potential target customer groups by using the VIP card (gratitude card) strategy while rendering the atmosphere, creating momentum and rallying popularity.
Activity of intransitive verbs:
1, product introduction (pay attention to details and apartment type)
2. Live performance by the performance team (praising the great mother's poetry reading, singing and dancing performances, band performances, etc.). )
3. Lottery (item answer sheet+volume number = lottery)
4. Activity interaction
5. VIP card (Thanksgiving card) issuance
Part II Activity Mode and Process
I. Website layout
(1) Off-site environment rendering:
1) Rainbow Gate: one (with words on it);
2) Congratulations on placing several flower baskets on both sides of the entrance;
3) Two floating in the air (with words on them);
4) Welcome guests on the red carpet floor
(2) indoor environment effect diagram:
1, stage installation
1) main podium: 10m× 5m.
2) Background board: 10m× 4m.
3) lay a red carpet on the stage;
4) There are publicity boards (one piece) on both sides of the stage to introduce the project to Yi Labao;
5) Set up a chair table and a speech table (flowers, stereo, wireless microphone).
2. VIP card (Thanksgiving card) application collection office
1) a set of tables and chairs
2)VIP card (gratitude card) customers apply for registration books and pens.
(3) the environmental layout of the sales center
1) Active theme banner hanging system
2)
(4) Production of other materials
1) Audio, wireless microphone, battery preparation;
2) Preparation of stage building materials and red carpet;
3) Production of exhibition boards for site projects;
4)4) Description of VIP card preferential activities (2 booths);
5) camera and camera preparation;
6) Prepare and receive event gifts for customers;
7) Preparation of project publicity materials;
8) Prepare speeches and manuscripts
I. Speech by the Moderator
B, product introduction manuscript
C. Congratulatory message from the general manager
(5) Performance arrangement of activity programs (to be determined)
Second, the activity procedure
(a) the day's activity plan
16: 30- 16: 55 live background music sounded.
16: 40- 16: 55 participants enter the venue and hand out handbags and promotional materials.
17: 00- 17: 30 host's opening remarks
☆ The host announced: "Tokyo Palace XX welcomes all guests!"
☆ The host introduced the general situation of XX apartment and the main purpose of the activity.
Congratulations from the general manager
Praise mother's poetry recitation.
☆ Poetry recitation (with pictures and music effects)
☆ The host tells the touching story of the great mother with pictures (pay attention to the music effect).
☆ Invite the clients who are mothers on the spot to take the stage and offer them fresh food on behalf of all the great mothers in the world.
Flowers and applause (music playing)
17: 40- 17: 50xx apartment gives thanks to the society and returns to everyone.
☆ Preferential contents and methods of ☆VIP card (Thanksgiving card) activities:
☆VIP card (gratitude card) three permissions:
1. house selection is preferred 2. Special cash discount
3. Understand the information priority
17: 50 ——18:10 rock, crying for gratitude.
☆ Rock for 20 minutes.
18:10-18: 40 show gratitude bravely, and show love with actions.
☆ Eight Immortals Cross the Sea to Show Their Magic Powers-Talent Show
☆ Mother's Day invites customers to say "Mom, you have worked hard" to their mothers. (Send prizes)
☆ Participate in awarding prizes to players.
☆ Prize setting:
18: 40- 19: 00 heavyweight gratitude needs to be paid with love.
☆ Project introduction
Tokyo apartment lottery
Answer sheet+signature+admission invitation letter = winning redemption
☆ The winners tell about their mothers and their views on Tokyo apartments.
☆ Award setting
First prize (1):
Second prize (3):
Third prize (6):
19: 00-19:10 funny program
19:10-19: 20 singing and dancing
19: 20- 19: 30 The host announced the VIP card collection rules, instructions, preferential policies and collection places. 19: 30- 19: 35 Congratulation "XX Apartment" Mother's Day Gala ended successfully.
19: 35-20: 10 to get the VIP card (gratitude card).
The activity ended at 20: 10-20: 30.
(ii) Description of activities
1, customer participation process:
Event information release-sales center telephone notification-sales center receives invitation-information registration-recommending customers to participate in the plan-personal talent show declaration-bring your own invitation to participate in the event.
2. Prize-winning quiz (customers present on the same day will win prizes if they answer the questions correctly)
Question setting:
1.XX apartment is the project address. What road and intersection is it?
2. Tell me the theme of today's activity completely?
3. Tell me about more than five types of apartments in XX?
What are the three powers of 4.4? XX Apartment VIP Card (Thanksgiving Card)?
What is the architectural style of 5.5? XX apartment?
6. What is the area of 6.XX apartment?
7. Which buses can I take from XX apartment to downtown?
8. What is the telephone number of East X Apartment Sales Center?
9. What schools are there around 9.XX apartment?
What is the slogan of 10? XX apartment?
Prize setting:
Commemorative prize (10) (prize with value less than 1000 yuan)
2. On-site VIP card issuance
Activity mode: On that day, the audience can apply for VIP card (Thanksgiving card) registration with the invitation letter.