Here is an office building marketing-office building planning plan, I hope it can be helpful to you: Marketing is the process of creating appropriate products and services based on the market and transferring them to consumers in a certain way. The marketing of office buildings includes office buildings

The whole process of market research, positioning and sales.

The scope of this discussion is the promotion process and methods in the office sales stage, which is "the process of transferring it to consumers in a certain way."

This process includes both sales and rentals.

They are explained respectively in the following description.

General promotion process and methods of office building sales 1. General stage division of office building sales: *Phase 1: Looking for customers for custom-made production (project introduction period) This stage is the initial stage of the project. Generally, the project plot has obtained the land use rights or

The land use rights are about to be obtained. The task at this stage is to find suitable public relations personnel and actively search for enterprises and institutions that have office needs in the area where the land belongs to carry out customized production.

This phase generally lasts until the project breaks ground.

*The second phase: looking for large-scale customers for en-bloc sales (project introduction period). This phase of the project is in the preliminary stage of construction. In view of the characteristics of office building buyers who tend to purchase (quasi-) existing buildings, the time for office buildings to enter the market is not yet mature at this time. However,

At this stage, there is a large room for engineering changes and the individual needs of customers can still be met.

Therefore, at this stage, we should proactively recruit investment and determine the list of large customers, and use group public relations to find large customers for en-bloc sales negotiations, and meet the reasonable and feasible needs of large customers in terms of project structure, corporate naming, etc. through friendly negotiation to promote the transaction.

Thereby reducing the financial pressure on developers and avoiding market risks.

The first and second stages are generally in the project introduction period. The significance of publicity at this stage is to warm up the project, attract social attention, and pave the way for later publicity and sales.

At this stage, corporate news planning is generally used as the main publicity method.

*The third stage: comprehensive sales stage (opening period, strong sales period). During this period, the main structure of the project is capped and the project is launched to the market as a quasi-existing house.

In the opening period, this stage is based on the introduction period to further expand the project's visibility. However, because of the sales task, hard advertising is further added on the basis of corporate news planning, and the frequency of advertising release is also increased.

This is the first climax of the advertising release and also marks the beginning of the strong sales period.

During the strong sales period, mass media (newspapers, radio) are comprehensively used to further enhance the product image.

All sales tools are in place.

At this time, the advertising is mainly hard advertising, with pure sales advertising targeting the main selling points, and strong cooperation with sales to promote higher turnover and reduce the pressure of finishing work. At the same time, the rational appeal of soft articles is used to cooperate with the publicity, and for

Prepare for later work.

*The fourth stage: mainly scattered sales, supplemented by leasing, and digesting the last room (continuation period, closing period). In this stage, the interior and exterior decoration of the project is basically completed, and the existing house occupancy stage is entered.

Generally, this stage is dominated by scattered sales, supplemented by leasing.

The main advertising strategy during the duration is: using newspapers to do testimonial advertisements from customers who have completed transactions to maintain consumers' memory and enhance the confidence of buyers and potential consumers.

The closing period mainly adopts: pulse publishing strategy, reducing the frequency of publishing, but maintaining a longer publishing time, with less advertising in mass media and more in professional media.

Summary: It is generally difficult to achieve the expected results in the first and second stages of office building sales, so the third stage is the highlight of sales.

Therefore, the general promotion of office buildings mainly serves the third stage.

2. General sales methods of office buildings * On-site reception (seating sales) On-site reception is the most important method in real estate sales. The final transaction of the product is mostly completed through negotiations with customers at the on-site reception center.

The characteristics of this method are that the customer's purchasing characteristics are relatively obvious and the purpose is basically clear; at the same time, the customer has developed a certain degree of interest through on-site observation. At this time, it is easier to achieve the purpose of promoting the transaction with the help of the sales staff's hard lobbying.

Seat sales require greater support in advertising to attract customers' attention and prompt them to call the hotline or come to on-site consultation. Sales staff can lobby to facilitate transactions.

* Direct sales by direct sales specialists: Hiring people with “connections” to carry out research on enterprises and institutions in need of office buildings will often achieve twice the result with half the effort.

Telephone direct sales: According to the project positioning, find the customer's phone number from the business phone book or business card, and inquire whether they have needs by phone, but the hit rate is low.

Scanning exhibitions: It is a good idea to distribute project information at appropriate exhibitions according to the positioning of the office building, which is beneficial to project sales.

Sweeping the building: This is a more effective method. Entering the building to distribute project information and business cards to customers.

Increase project visibility and accumulate potential project customers.

This method is generally more labor-intensive and requires long-term accumulation. It is generally used by intermediary second-hand departments.

Group public relations model: It is a streamlined operation process composed of sales representatives - sales supervisors - sales managers - public relations managers - general managers, etc., with the cooperation of engineering, finance and other departments interspersed in the middle. It focuses on collective work and is suitable for the whole team.

sales strategy.