The overall marketing model of Tianxuan Real Estate
1. Tianxuan Real EstateIntegrated marketingOperational thinking
In the early stage, the developer's construction project is integrated from the concept, design, location, environment, house type, packaging, and promotion, and reasonably determines the actual needs of the real estate target market. Organize and control, on the basis of a deep understanding of the deep and future needs of potential consumers, plan a reasonable construction direction for the developer, so that the products and services fully meet the needs of consumers and form a self-sale of products, and make the developer satisfied with the return through consumer satisfaction.
2. Tianxuan Real EstateSales teamSpirit:
The spirit of the sales champion, the strong determination, and the wolf nature are the spirit of the champion or the consciousness of the champion, and it has always instilled the champion consciousness into the sales team, which is also the best in the industry. So this kind of champion spirit, champion consciousness, at all times to believe that you do better than others, this is our philosophy, is to have a strong sense of purpose and determination, whether you sell the project well, whether you have determination.
3. Tianxuan Real Estate Sales Strategy
1. Decomposition of marketing strategy - the principle of selling.
The first phase of the promotion of real estate, image combing, creating landscape display area, sales case, enhance the highlights, through the highlight packaging and promotion, pave the way for the later stage, do a good job in customer accurate positioning, channel promotion, precise investment, positioning marketing.
2. Decomposition of marketing strategy and customer expansion strategy.
Fast sales conditions depend on the number of customers, effective and accurate customer expansion, multi-channel combination, accurate coverage of target customers, good incentive system, and improve the efficiency of stimulating channel people.
3. Marketing strategy decomposes experience marketing.
Sufficient display is a greater release of the value of the project, the planning of the moving line of the case, the corporate culture, the property display, and the display of the sales atmosphere, so that customers can be immersed in the scene and take the initiative to pay.
FourthTianxuan Real Estate team management strategy
Control of internal sales team - 3 major team management and control characteristics.
1. Standardization 2. Systematization 3. Modularization.
1. Implement management team control.
Conversion rate KPI assessment: Formulate a conversion rate KPI assessment mechanism to improve the sales conversion rate of real estate consultants, as the core assessment mechanism for promotion and demotion;
Systematic control of call customers: standard template call customer statistics, timely feedback of call customer problems, and comprehensive improvement of call customer efficiency;
Conversion rate improvement: The standard template counts the unsold situation of customers, systematically analyzes the data, and strengthens it in a targeted manner to improve the conversion rate of real estate consultants and projects
Modularization of case site management: The modularization of the case site management system ensures that the new project sales team can be quickly formed and give full play to its combat effectiveness at the first time
Summary: 5 dimensions of ** control: big set, contracting, sales, settlement, node.
2. Case site control.
Team control - reshuffle, survival of the fittest!Strengthen the case management mechanism for the survival of the fittest.
Performance appraisal, management appraisal, training appraisal, case site supervision, sales performance appraisal, service level appraisal, and project fit.
3. Sales process control.
Reception, greetings, rendering, force, send-off, maintenance.
Analyze the sales process, judge the customer, and force the completion of the prescribed actions.
The core of the strict sales process and the refined sales model lies in the "three-board axe" forced approach.
4. Performance appraisal management.
The whole marketing system PK, the season system is a quantitative indicator for everyone, the whole process is effectively supervised, and the first execution principle.
Indicator assessment, strengthened control, elimination of the last position, and fresh team competitiveness.
Reward and punishment system: through the establishment of promotion and demotion system, commission system, reward and punishment system, increase the competitiveness of the team, enhance the sales enthusiasm of team members, survival of the fittest system, and regularly publish the performance list of all sales personnel.
5. Quantitative index management.
The team has no less than 40 minutes of negotiation time, 1+1 combination negotiation, to ensure that no customer professional training is lost, result-oriented, improve the overall combat ability of the team, hold a full-staff symposium every half a month, conduct a large-scale season summary and new season kick-off meeting every month, and invite marketing experts from inside and outside the industry to conduct full training, so as to consolidate the team's professionalism and combat ability.
Sixth, Tianxuan Real Estate external promotion and sales strategy
Control of external special channel groups.
Enterprise resources, cross-industry resource grafting, professional market expansion, dinner marketing, and company resource linkage.
Principles of project promotion:
Hold high. 1. Traditional promotion mode (project promotion meeting, construction site fence, urban artillery, airport high-speed artillery, airport waiting hall advertising, railway station waiting hall advertising, elevator car LED or kanban advertising, bus body advertising, etc.) + new ** (Douyin, Kuaishou, WeChat, short**).
2. Main sales center (on-site reception center) + off-site tour.
3. Celebrity endorsement at the opening of the project (please help celebrities, the whole city is a sensation).
Channel marketing. 1. Establish a complete channel marketing team, integrate resources, give incentive policies through national recommendation, promote transactions, reduce publicity costs, and effectively improve project visibility and attention.
Tianxuan real estate marketing model
Marketing-based + secondary-based + multi-strategy marketing model combination