The opening is a very important key marketing node for real estate companies. However, many companies do not pay enough attention to the pre-opening work and hastily open the market without doing a lot of preparatory work, causing the project to end in failure and suffer heavy lo

is a very important key marketing node for real estate companies. However, many companies do not pay enough attention to the pre-opening work and hastily open the market without doing a lot of preparatory work, causing the project to end in failure and suffer heavy losses. The May Day holiday is coming soon, are you ready for your opening work?

1. Preparation work before opening

. Prerequisites for opening

(1) Sales legal procedures are complete; (2) Project image is good; (3) On-site packaging is in place; (4) Promotional materials are complete; (5) Sales materials are complete.

. Project opening meeting

New World will hold an opening meeting 100 days before the opening, decide on matters related to the opening at the meeting, and list the 100-day work plan, and review the progress of the plan list every week to ensure that the project can be Smooth opening within absolute construction period.

2. Before the opening: the marketing center creates a hot-selling atmosphere

Before the opening, the atmosphere can be arranged in different areas. The main road, sales center, and main entrance of the demonstration unit are the key areas for layout. The key locations below

mainly follow up on the setting of customer visiting routes, and incorporate selling points, supporting facilities and other favorable information to create a hot-selling atmosphere in the store.

. Exterior of the sales center

(1) Project logo and sense of ceremony: uses packaging at the entrance of the project demonstration area to create a sense of ceremony to welcome customers. It can guide customers to the location of the project through fences, project three-dimensional characters, grid characters, etc., and output project benefits. .

(2) Main road: From the main road at the outer entrance of the project to the main road in the area, plantation signs and A-shaped signs are set up to output selling point information, and sculptures and balloons are used to enrich the atmosphere along the road.

. Sales center entrance

(1) Entrance promotion information display: uses truss display panels, stacks, greening, welcome carpets and other combinations to activate the atmosphere, attract customers' attention, and arouse customers' relaxed mood.

(2) Selling point output at the front desk of the sales center

When entering the front desk of the sales center, there is a large banner with good information about cost-effectiveness.

. Sales center hall

(1) Three-dimensional atmosphere packaging: overhead

creates a strong sales atmosphere through uniform large-area POP, and has a large amount of information output. We must pay attention to the unity of VI and its strong theme.

(2) Three-dimensional atmosphere packaging: The central hall of the

sales center is elevated about 8-10 meters, and a part of the second floor is enclosed by a hanging banner as an advertising space; exhibition boards and LED screens are placed around the sand table to create a warm sales atmosphere.

(3) Three-dimensional atmosphere packaging: the lower part

a. The floor-to-ceiling exhibition board pays attention to the materials used, and the same content is creative, the publicity effect will be different, such as "top sales recommendation" + top sales photo, which not only makes customers feel professional quality, but also brings them closer. The psychological distance of sales consultants.

b. The display of lottery props and prizes plays a catalytic role in promoting the transactions of intended customers.

. Inside the sales center

(1) The negotiation area

uses round tables to make customers independent of their size. Using low tables can reduce customers' resistance. Customers' seats should not face the door, otherwise they will be easily distracted.

(2) Arrangement of counter tables and chairs

Counter tables and chairs should not be too close to the door. Place the model of the building near the entrance so that customers have a clear and deep impression of the goods, and at the same time, there is room for buffering. Reduce feelings of opposition.

(3) Selection and layout of the number of square meters of the reception center

The size of the reception center will give people the impression of being empty or overcrowded, so the number of square meters and layout must be determined based on the number of customers and the class of consumers.

(4) Model production and sales cooperate with

's purpose of model production: to let customers understand the appearance, environment, location, planning, public facilities, etc. of the building. Should cooperate with sales to facilitate sales.

(5) Application of sales status table

When the sales performance does not reach 40%, it is best not to display the sales status table, so as to avoid customers feeling that there are many houses left and many choices, which will cause them to not want to buy; However, when the sales rate reaches 80%, do not display the sales status statement, so as not to affect the sales status, because customers will feel that only 20% of the remaining houses are picked by others.

5. Model house passage

(1) Indoor visiting passage

pays attention to the details of the visiting passage, allowing customers to experience the sense of quality and property management inadvertently, which often leaves a deeper impression. Appropriate use of space along the way to output product information can promptly cooperate with sales consultants to communicate with customers along the way, and enhance information reception.

Place stickers with important selling points of the project on the ground along the tour route to guide customers to visit and also provide selling point packages.

uses the feature of the stairs leading to the boardroom area to force the line of sight to output sales information and deepen customer impressions.

(2) Temporary construction board house hall

a. Make full use of the ceiling and walls to enhance the sales atmosphere and strengthen the output of sales information.

b. Pay attention to the environment settings of corners and corners, and restore the life atmosphere and scenes as much as possible.

c. Pay attention to the position, image and service of the board house property manager and board house guide.

7. Music atmosphere rendering

The selection of background music must conform to the tonality of the project, and the volume must be adjusted in real time according to the on-site conditions, on the principle of not interfering with customer conversations while enhancing the atmosphere. Interspersed with on-site explanations of project selling points, customers can feel humanized and have a sense of identity.

8. Light and shadow atmosphere

According to psychological analysis, an empty and lonely environment will make people feel nervous and resistant invisibly, and put them in a self-defensive state of mind. Customers will unnaturally become defensive and resistant to the salesperson's communication.

can offset the overall cold atmosphere of the sales office by setting up warm-toned frosted headlights and spotlights in key parts of the sales office, such as sand table models, project exhibition boards, apartment models, negotiation areas, etc.

9. Popularity

The hot on-site atmosphere will directly promote product sales. With popularity comes wealth. On the one hand, people can be arranged to play the role of customers on site to increase the popularity of the site. On the other hand, they can cooperate with major media websites and organize house viewing groups to increase the popularity of the sales department. This can greatly enhance the popularity of the sales office. , a mother who has reached "hot popularity".

3. Sort out the opening process: even a child can successfully buy a house

No matter how good the marketing action is, poor opening organization will only achieve half the result with twice the result. The opening organization must do three things well, including process, atmosphere and personnel. Some time ago, the "Chen Shuangquan Real Estate Marketing" WeChat public account shared the opening process of Zhonghai·Huashan Longcheng, which is so simple that even a child can buy a house.

First of all, the opening organization ensures that customers go through the entire process without any doubts, cancels all unnecessary links that can be canceled, allows customers to sign one less time, and uses the most popular language to guide customers to each link. Here, Under the guidance of this kind of user thinking, the entire opening took only three hours.

Peripheral area: allows customers to quickly arrive at the opening site. Hand-held signs are set up at key traffic intersections for guidance. Communicate with the parking lot near the opening site in advance. Parking is reserved for the day. Parking coupons are used instead of parking cards. Customers do not need to stop and pick up cards when entering the opening site. Lift the lever and enter directly with the coupon, saving an average of 20 seconds per vehicle.

Sign-in area: simplifies the sign-in process, reviews customer information as quickly as possible, and allows customers to check their names instead of signing, minimizing the risk of congestion in the sign-in area. When customers sign in, they will receive various information including the room selection process, site plan, floor plan layout, customer information card, housing card, price list, pen and paper, etc., so that customers can evaluate their intended room before entering the room selection area. Have a more comprehensive understanding of the source to reduce the stay time in the room selection process.

Waiting area: During the process of customers waiting for room selection, the host is required to repeatedly remind customers to fill in the relevant information on the information card in advance to reduce any links that may affect the speed of room selection.

Room selection area: For the first time, enables room selection in the form of room cards. After the customer selects the room, the staff directly pastes the room card with the building number on the room selection list. It is simple, fast, and not easy. Something went wrong.

Signing area: The project has completed all the agreements related to the opening of the building in advance. After the customer finds the agreement for the house he selected, he will hand it over to the contracting officer. The contracting officer will give the information card and agreement that the customer has already filled out in the waiting area. Once the books are bound together, all the customer has to do in the signing area is to sign and fingerprint in the lower right corner.

financial area: The financial collection area is the area most prone to backlog of customers in all opening links. Faced with a large opening project team of 20,000 people, the approach is even bolder. They completely cancel the financial link, and customers only need to sign a subscription agreement, and all All matters involving finance will be completed after the market opens.

From this point of view, a huge and unprecedented house selection process becomes extremely simple. A simple summary of the customer's actions is: select the house of your choice in the house selection area - receive the agreement - sign in the lower right corner and press your thumbprint. Can.

4. Key points in creating a hot-selling atmosphere at the opening

Don't be too nice to customers on the day of opening. You must make customers' hearts beat faster and make them angry. You must not make customers comfortable. If customers are relaxed, their enthusiasm for buying a house will be reduced.

. "Two steps" to create customers' enthusiasm for purchasing

The first step is to simmer slowly - "a house is hard to find" and gradually upgrade

Measure 1: starts the subscription in a centralized manner to create a warm atmosphere, and at the same time, the real estate consultant guides the customers reasonably Purchase intention, avoid the crowding of customers with good housing, inform the reservation of second and third intentions, and customers will become nervous because they cannot buy the room number they intend;

Measure 2: online public lottery, the whole process is broadcast live online, and the lottery results and results are announced at the case site. The number of customers, customers began to become nervous because they could not buy a house;

Measure 3: Before the opening of the market, real estate consultants began to release information that some houses had been subscribed internally by related households and large customers, and the market opinion that "a house is hard to find" began to spread. , customer panic is increasing day by day.

The second step, the fire is booming - "Buy it and it's worth it" to build enthusiasm

Measure 1: The opening site is held in the largest local theater, the seating area is used as the waiting area, and the back of the stage is used as the room selection area, with the stage background As a distance, the customers in the waiting area immediately felt the intense atmosphere in the room selection area, and their enthusiasm for purchasing was high;

Measure 2: Only when there are more people, the atmosphere can be squeezed. It's easy to get more people. From developers, agents, e-commerce companies, and event companies, if each person recruits 20 or 30 groups of people, that's more than 100 people! The warm and tense atmosphere of the huge crowds of people at the scene formed a wide range of word-of-mouth communication, laying the foundation for the continued sales of the project.

Measure 3: subscription customers enter the house selection area in batches, with each batch of about 20 groups (16 real estate consultants), basically realizing "one-on-one". Each group's house selection time limit is 2 minutes, creating a warm atmosphere for quick transactions. There are more than ten groups of customers in the house selection area. In the first half of the opening, house selection was completed almost within 1 minute. Customers purchase houses "not by looking at the price, but only by looking at the house."

. Prevent "cold spots" at the opening site

As we all know, the main purpose of centralized opening is to use the heat on the site to form a backlog of customers and promote quick transactions, so the heat on the site is very important. On the other hand, if there is a "cold spot" on the site, "Click" is very harmful.

Cold point 1: The time between selecting a house and paying the deposit has a high risk factor;

Customers squeeze out from the enthusiastic sales control board, and after choosing a house, their nervousness begins to ease. If they do not go through the subscription procedures in time, especially Before letting them pay the deposit, it is very easy for customers to look around, hesitate before paying, or even cancel the order. Therefore, it is particularly important to shorten the transit time and reduce or even eliminate interference factors for customer contact.

solution: fill out the subscription agreement in advance, and the staff will supervise the customer from house selection to payment (the Shijiazhuang project has more than 20 guides to satisfy customers one-on-one), and the time between house selection and payment is controlled. within 3 minutes.

Cold point 2: The customer is hesitant to choose a room and has been unable to place an order.

The customer felt "disappointed" when he saw that the house he intended was sold. He was in a state of hesitation before choosing a room number. As the number of houses decreases rapidly, anxiety tends to rise. At this time, customers can easily give up on house selection, and their enthusiasm for house selection tends to "cold point."

Solution : The house selection time is limited to 1 minute to enhance the sense of urgency; the house selection area maintains more than ten groups of customers, and the popularity does not decrease; the real estate consultant makes a decision for the customer immediately.

. Be intense and make customers' hearts beat faster: generally likes to play some exciting dance music and dances when opening the market. The purpose is to make customers' hearts beat faster and become more impulsive.

. On-site sales control is very important

In addition to the tense atmosphere outside the venue, the house selection and sales control in the infield must be even more intense. The Taiwanese model of shouting and controlling is one way, as well as sales control. When the ideal house is sold, there are Helps buyers get deals on other listings.

. The key to releasing “regret” listings is to grasp the “property”

At the opening site, it is not uncommon for “regrets” to appear before payment is made. There are four points to note when releasing this batch of listings:

1. “Regret” listings It cannot be released publicly and must be "sneaky", otherwise it will cause some customers to wait and see and delay placing orders;

2, "regret orders" release of listings adheres to the guerrilla tactics of "high frequency, small order volume", and a large single volume is easy to be exposed;

3. When releasing “regret” housing listings, you need to choose a time. Choose a time when most of the previous batch of customers have completed their house selections and the next batch of customers are about to enter. It is easy to operate;

4. When “regret” housing listings are released, you must pay attention to the customers who have not selected houses. Quantity, if there are not many houses but the number of customers is large, the houses will be controlled to be released later to avoid premature shortage of houses on site.

5. On-site response requires scientific calculations

To make a decisive decision on whether to promote additional properties at the opening site, it should be based on the effective connection of on-site multi-channel information. We should focus on these sets of data: the number of remaining housing units on the sales control board, the actual number of units subscribed, the number of customers waiting for housing selection, and the number of housing units in stock.

6. How to soothe customers’ emotions

1. Customers select rooms in batches to prevent customers from waiting too long and causing impatience;

2. In the second half of the opening, promptly announce the on-site sales control situation to customers in the waiting area so that customers can be aware of it. ;

3. On-site lottery draws continue to ease the tense atmosphere on site and divert customers' anxiety;

4. A notary office is set up on-site to allow customers to feel the positive image of fair and open housing selection.

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