The second operation link: the misunderstanding of real estate market positioning and its countermeasures

The third operation link: the essential concept of real estate market positioning.

The fourth operation link: the specific strategy of real estate market segmentation and positioning.

The fifth operation link: analysis of the main points of real estate market positioning

Operation link 6: Real estate market positioning actual combat process design

operating guide

Accurate market positioning, so as to lock the target customers, is the premise of the best-selling real estate. Selling point and positioning are two different things, and a selling point with unclear positioning cannot be called a real selling point. This manual puts forward the specific strategy of real estate market segmentation, designs the operation process of market positioning, and is an important practical guidance tool for developers.

Operation link 1: Analysis of the actual value of real estate market positioning

Analysis A: Prerequisites for selling real estate.

Accurate market positioning so as to lock in the target customers is the premise of best-selling real estate. Judging from the hot-selling international cultural building, Xinghe Mingju, Oriental Rose Garden and Vanke Four Seasons Flower City in recent two years, they have won the recognition of buyers with accurate market positioning. The target customers of International Culture and Education Building are "Entrepreneurial New Biochemistry", the target customers of Xinghe Mingju and Oriental Rose Garden are secondary home buyers, and the target customers of Serene Huacheng and Zhonghai Qiachui Villa are Hong Kong people. Serene Flower City, located in the middle reaches of Huanggang, is a model tailored for target customers. Two 35-story buildings have 520 units. In less than two months, the sales on the ninth floor are fast and the price is high. The price of Serene Flower City is higher than that of surrounding buildings 1250 yuan. Analysis B: Market impact of clear positioning. The target customers of Serene Huacheng are very clear. In the words of the developer, it is impossible for Shenzhen to buy the project, and the target can only be Hong Kong people. Developers have no choice. Therefore, Serene Flower City can be said to be tailor-made for Hong Kong. Its diamond-shaped structure, its apartment type, its balcony and balustrade on the balcony, and its handover standard are all designed according to the preferences of Hong Kong people and the ways acceptable to Hong Kong people. For example, there is no life balcony in Serene Flower City, only a balcony with a width of one meter in the living room and transparent plexiglass railings, which is enough to satisfy Hong Kong people from the heart. Because in Hong Kong, only the rich can enjoy this one-meter broadband balcony with transparent railings. For another example, Haiyue Huacheng has only four production types, and the delivery standard is the decoration standard of the model room, including the sanitary ware and kitchen utensils displayed in the model room and all electrical appliances. The model room is also ingeniously hung with the qualification certificates of the contractor and the main decoration material manufacturers, and the honesty and meticulousness of the developers left a good impression on the buyers. In other words, it is difficult for a real estate to be both exported and sold domestically, so that Shenzhen people and Hong Kong people are satisfied. This should also be suitable for other domestic properties, that is, your customers can't be both rich and ordinary white-collar workers.

The second operation link: the misunderstanding of real estate market positioning and its countermeasures

Misunderstanding market positioning = target market

These two points are the basis and foundation of marketing. Without a clear target market and clear market positioning, all planning and marketing will become aimless and vacillating, and they can't grasp themselves in the marketing war. But at present, many people, including some marketing planners, confuse and repeat these two concepts, thinking that the target market is the market positioning and the market positioning is the target market, and the two are confused. In fact, they are obviously different in concept and function. Target market refers to the subdivision field that an enterprise determines its products to enter after subdividing the market. Market positioning refers to the position and impression that enterprises should leave their products in the eyes of customers. For example, there are two famous buildings in Guangdong. The target market of Bizhi Garden is the middle and lower class residents in Hong Kong and some wealthy families in Guangzhou. Its market positioning is holiday and leisure (giving you a five-star home); The target market of Lijiang Garden is white-collar workers in Guangzhou, and the market positioning is a harmonious home with rich culture. Market positioning is not limited to functional characteristics, but also reflected in grade, emotion, personality, culture, comparison with competitors, or a mixture of the above and so on. This is the starting point and foundation of the comprehensive publicity of the project, so that the property "we can feel her feelings, even before she plays". Target market is the premise of market positioning, and market positioning serves the target market and plays an important role. Without an accurate and vivid market positioning, the planning and marketing of the whole building will be dull, pale and lack of direction, and the building will lack vitality and vitality.

Myth 2: Lack of the positioning of the right wing of the bronze inscription.

Some planners of real estate projects, after some discussion, research and screening, think that finding a beautiful advertising language for real estate projects will be successful, without carefully measuring whether this is a suitable and powerful positioning. Even if the accurate positioning is designed, it can not be implemented unswervingly in the whole planning and marketing, but only stays at the level of shouting, and the noise is broken, leaving only the sound of stairs and no one coming down. Positioning is the premise for developers to design personality and style for real estate, which plays the role of planning and marketing navigation, not just as an advertisement or part of an advertisement. When developers find the positioning of the project after extensive and in-depth market research, they must teach by example, come down in one continuous line, and all aspects should be unified and interlinked, so that buyers can truly feel that what they hear and hear comes from the same project, and come down in one continuous line. From planning, plane, elevation, environment, greening, sculpture sketches to indoor and outdoor buildings and decorative materials, supporting functions, packaging, identification systems, and then to marketing planning and property management, the positioning of real estate is reflected everywhere, and planners will run through the whole real estate planning. For example, the above-mentioned Guangzhou community, which is positioned as an environmentally friendly home, should have a lot to do with the functional positioning of environmental protection. Is there enough green space per capita, and does it reach 50 square meters of grassland per capita determined by environmental experts? Is the overall utilization rate and indoor space utilization rate of residential areas reasonable, and is there a phenomenon that residents' activity space is reduced because cars occupy humanity? Does the apartment design have the size of corridor hall, too many doors, low utilization rate or impractical balcony depth, resulting in waste? Other factors, such as oil smoke emission, ventilation and lighting, sound insulation effect, etc. Have you considered it from the perspective of use and environmental protection? All this requires planners and designers to strictly follow the positioning. In marketing, can VI design, promotional materials, transportation, advertising, promotion and public relations activities, as well as pre-sale and after-sale property management take environmental protection as the guiding ideology? For example, the reference color in VI can be mainly green, the building-watching car can use pollution-free battery cars, participate in and sponsor social environmental protection activities, the sales and offices don't need disposable cups, the residential environment is bright and clean, there are obvious environmental protection publicity signs, and the garbage bins don't need plastic bags. I won't list them here. In a word, all-round and whole-process positioning is the real positioning, and it is the real comprehensive marketing and whole-process planning. The market positioning of real estate projects is not only the display of functional characteristics, but also the embodiment of personality. Only by positioning and implementation can we stand out from many real estate projects and establish our own brand personality and competitiveness in the real estate market competition where products are becoming more and more homogeneous.

Myth 3: the positioning of pattern renovation lacks the core.

It is reported that a real estate in a city in the mainland has been trying various marketing methods for one year. Its marketing process is roughly as follows:

1. was initially positioned as "Hua Ting, the heart of successful people".

2. Two months later, it was positioned as "the place where children grew up", which embodies the characteristics of its complete facilities.

3. Two months later, it was announced that the real estate purchased by customers was about to appreciate.

4. Later, the publishing house was repositioned as a "smart building".

At the end of the year, when the year is approaching, the developers are in a hurry, so they will cut prices and promote sales. Although the marketing techniques are constantly being renovated, the effect is always unsatisfactory.

As can be seen from the above, the real estate has obvious shortcomings in marketing techniques: unclear positioning and frequent role change. From "Hua Ting, the heart of successful people", "the place where children grow up" to "smart mansion" without a name, potential customers feel unable to agree. In order to avoid marketing mistakes, sales planning must also follow the following three principles:

First, the differences in sales techniques. This is to distinguish it from other real estate marketing methods and avoid blindly following the trend.

Second, the unity of the theme. In advertising, whether it is hard advertising or text packaging, there must be a clear and unified theme. A big theme can be broken down into several small themes, and the contents of the small themes can be different, but they are all to illustrate the big theme.

Third, the consistency of operation methods. First of all, don't break the operational thinking and don't be inconsistent. Secondly, the time cannot be broken, and the interval between two publicity cannot be too long.

The third operation link: the essential concept of real estate market positioning.

Point A: Real estate market segmentation standard

(1), the market segment must be large enough to ensure its profitability.

(2) Market segments must be identifiable.

(3) The media must be able to enter market segments.

(4) Different market segments should have different reactions to marketing mix. If a marketing design can touch all market segments, there is no need to separate them.

(5) As far as its scale is concerned, each market segment should be stable.

(6) Market segments should be reasonable and consistent.

(7) Market segments should continue to grow.

(8) Market segments should not be mainly occupied by competitors, lest our project fail.

Point b: the task of real estate market positioning

Real estate development and marketing must have a scientific market positioning, and should not be guided by experience. The so-called market positioning is to put products in a specific market segment and design and plan products that meet the needs of consumers according to the target customers. The real estate market positioning includes: project positioning, quality positioning, customer orientation, room type and area positioning, and price positioning.

(1), project positioning

To get a piece of land, the first choice is to determine the development project, which must be based on understanding the customer's needs, grasping the market gap and accurately positioning. The Golden Autumn California Garden in the north of Shanghai sells well because the developers fully understand the Confucian demands of customers and launch villas and apartments in time, which fills the gap in the market and achieves good economic and social benefits.

(2), quality positioning

Do the rushing Internet, CCTV and hot water pipes match the quality of your building? Can the high quality and high price brought by the order be accepted by customers? At present, some medium-quality properties have achieved better sales performance than high-grade properties in the market. Therefore, the success of a real estate sales does not depend on its quality, but on whether its quality level can meet the actual needs of the market.

(4) the location of the room type and area

Judging from the current backlog of commercial housing in Shanghai, the reason is nothing more than outdated room design and unreasonable area ratio, which is either too large or too small. The fundamental way to change this situation is to understand the needs of consumers and design products that meet the needs of target customers to ensure the balance between supply and demand in the market.

(5), price positioning

High-priced real estate, although short-term sales may have higher profits, but if it is not accepted by buyers, it will cause long-term unsalable real estate. If the price is set at 7%, it will sell well in a fairly short time, but it may also be too cheap to make developers unprofitable. Setting a reasonable price is an important condition to ensure that the developer's funds can be withdrawn as soon as possible and achieve the highest profit in the corresponding sales cycle. Pudong's newly launched "New Century Garden" means that the developer has set a reasonable price on the premise of understanding the customer's needs and combining the actual market situation. The result not only ensures the interests of drillers, but also enables developers to obtain due economic benefits.

Point C: Color-changing design of steel positioning in Japanese real estate market

1. Locate by product features or customer interest points.

The most widely used positioning strategy is to associate something with product features or product features that can bring benefits to customers. It is always tempting to use a variety of product features to locate. When our brand has some good product features, but it can't be publicized to people, it doesn't feel good. On the contrary, it will be difficult to implement the advertising objectives that include most product features. The result of this positioning is often vague and chaotic, which is very unfavorable to the brand.

2. Price and quality positioning

As price and quality are very important, we don't need to consider them separately. In terms of product categories, the more services, product features and product performance of some brands, the better. Manufacturers of these brands generally set higher prices, on the one hand, to offset their higher costs, on the other hand, to promote their higher quality.

3. Use or application.

Another way to enhance the image is to associate the product with the use or application. Although the multiple positioning strategy will obviously increase the risk of difficulties, some products can still adopt this method. The purposeful strategy is often manifested in the second and third positioning of the brand in an attempt to expand the market of the brand.

4. Positioning by product users

Another positioning method is to associate products with users or certain types of users. It is hoped that models or celebrities can contact products through their own characteristics and images, which will affect the product image.

5. Positioning by product category

Some product advantages should be positioned in connection with product grades.

6. Positioning with cultural symbols

Many advertisements use cultural symbols to distinguish their brands. Its basic task is to find something meaningful to people, which is symbolic and used by other competitors for its brand.

7. Settle down with your competitors

In most positioning strategies, the positioning of competitors is directly or indirectly taken as a reference. On some occasions, competitors may be the most important aspect in determining the positioning strategy. There are two main reasons why it is necessary to refer to competitors for positioning: First, competitors may have a stable and good image that has been shaped over the years, and the image of competitors can be used as a bridge to help promote another image. If someone wants to find an address, it's better to tell him the Bank of America building near the address, instead of describing the way to various streets. Secondly, sometimes, it doesn't matter how good customers think you are. The important thing is that you are better than or as good as your competitors. In order to create a product feature positioning, it may be very effective to contact competitors, especially the price and quality positioning. The positioning of competitors can be accomplished by comparing advertisements. In such advertisements, competitors should be clearly pointed out and one or more characteristics of * * * products should be compared.

The fourth operation link: the specific strategy of real estate market segmentation and positioning.

Strategy A: subdivide and locate the entry factors well.

1, age

The ability to buy a house is constantly changing with the growth of age. Twenty, thirty, thirty-five, forty, forty-five, fifty ... their consumption standards are very different.

2. Gender

The gender distinction is male and female. With the upsurge of feminist movement and the continuous improvement of women's economic ability, in marketing planning, in addition to appealing to traditional male characteristics, it is increasingly necessary to plan and appeal to women's views and characteristics. Just as more and more magazines are developing and attracting the female market.

3. Income

Refined products can be divided into high yield, medium yield and low yield. Houses in urban areas are usually bought by upper-middle income, while houses in urban areas and more remote areas are patronized by lower-middle income, while the highest-end lots are occupied by the highest income. When the book income is divided into 820,000, 30,000, 80,000 ... 10/00,000, etc. The income is more subdivided and powerful.

4. Occupation

It can be divided into accountants, lawyers, doctors, business managers, senior government officials, teachers, ordinary civil servants, ordinary businessmen, labor friends, technicians and housewives. ... and so on.