The knowledge of real estate planning is broad and profound, but it needs to be combined with practice. In the first three rounds of training assessment, Wu Shuo ranked first. Hu Ya saw a sentence in Wu Shuo - interest is the best teacher. Wu Shuo is an advertising professional, the counterpart planning work, she has found a job before, and she is also a real estate planner, but her daily work is simply to write copywriting. After listening to Wu Shuo's narration, Hu Ya understood that in large real estate companies, the planning classification is very detailed, including copywriting planning, event planning, market research planning, proposal planning, etc., like the leading agency industry leader Century Lianchuang Company, they write proposals for developers, all of which are written by multiple planners, with a clear division of labor and high efficiency. Wu Shuo felt that the planners of Tianhua Agency were very good, and they were all all-round talents - Hu Ya complained in his heart, that was because the company was poor and couldn't raise so many classified planners. Wu Shuo was very interested in planning the course, and specially copied the training courseware into a USB flash drive and brought it back to the dormitory for careful study. Hu Ya never felt that Wu Shuo's memory was strong, until this time!

The next two days of training will be divided into event marketing and market research training. The trainer is Zhao Jun, the company's planning supervisor. The grapevine said that Du Yanshan and Zhao Jun were college classmates and roommates, and they entered the same company in different interview venues when they did not graduate, but now they are superiors and subordinates! Hu Ya felt that although he was a superior or superior, he was still a good friend! Wu Shuo disagreed, she felt that one mountain could not tolerate two tigers, and one of these two people would definitely leave alone, and it was a matter of time sooner or later. After lunch, Wu Shuo and Hu Ya said: "I have decided, worship Zhao Jun as a teacher!" Hu Ya noticed that Director Zhao had a good relationship with the people in the planning department and the design department, but Manager Du was busy and more "silent"! It's a strange feeling, that night, when Master Hu Ya was chatting, Hibiscus sighed: "Excellent people are lonely!" But Hu Ya still felt that the atmosphere was very strange - maybe Hu Ya at this time did not understand the world, and by the time she heard the news of Du Yanshan's resignation in February of the following year, she had already begun to understand!

Event marketing is a marketing method that integrates advertising, promotion, public relations, promotion, etc., in order to increase real estate sales, build market reputation, establish image and display real estate. The common ones are traditional Chinese festivals, such as New Year's Day, Spring Festival, Dragon Boat Festival, Mid-Autumn Festival and other node activities, Western festivals such as Valentine's Day, Thanksgiving, Christmas and other node activities, as well as project nodes, such as start-up, capping, delivery and so on. After training, Hu Ya remembered one thing: marketing ≠ promotion, and the behavior of reducing prices every node is really stupid! The soul of event marketing is innovation, the real estate market has gradually shifted from a seller's market to a buyer's market, and everyone does activities in the same form and content, which slowly causes visual fatigue for customers - the owner will let the owner eat and drink, give gifts and referrals; The Dragon Boat Festival is to send zongzi, whether you want to make zongzi or not; Christmas is all about decorating the sales office, giving Christmas gifts, and so on. There are many customers who joke that don't make any themes, as long as the sales office sends something, it will definitely come! There is a principle of activity marketing, that is, it is related to the positive orientation of social morality, Wu Shuo feels that any marketing activities can not be linked to low-level taste, otherwise the marketing market will be chaotic - in front of Wu Shuo, Hu Ya once felt that he was not the material for planning, and later it turned out that the stupid bird flew first and flew diligently, and it could make up for the congenital deficiency - two years later, in 2014, the real estate was full of sorrow, and under the background of the sluggish market, Yike, as a leading enterprise, did a marketing campaign to distribute BYT in the city. As a result, the marketing planning industry played a moral sideshow, and there was a real estate to do a "female body" owner appreciation meeting, so that the beauties dressed in three-point style lay on the dining table, and their bodies were covered with dishes for the owners to enjoy, and even many owners of the real estate uploaded on-site photos to the Internet, causing public opinion! Hu Ya, who had been promoted to supervisor at the time, felt that the three views were shattered: whether imitating Japanese rituals in China was the annihilation of human nature or moral degradation...... The content of the event marketing assessment is to write a marketing campaign plan for Pearl Bay, a development project of Xinghua Group, and the result is as expected by Hu Ya, and the first place is still Wu Shuo!

Before the market research training topic started, Hu Ya was still thinking that the content of this time was very simple, Sun Shaojun, as a planner in the area, often stayed in Xuefuyuan, he organized a complete market survey at least two planners at a time, and then deployed two real estate consultants, a small market survey to ensure a market research team of at least 2-4 people, and a market research team of at least 3-6 people in new areas and new markets. As a real estate consultant, I usually conceive an identity for myself, go to other real estate projects, go around other real estate, understand the situation of other real estate projects, catch up with two people to sweep the market together, and generally disguise themselves as lovers, siblings, superiors and subordinates, etc. Hu Ya and Sun Shaojun went to the Rafael waterfront to sweep the plate, playing the role of colleagues from the wedding planning company, Sun Shaojun had to pretend to be a superior and let Hu Adam run errands! Thinking of Sun Shaojun who was eating and drinking, Hu Ya thought of hibiscus again, I don't know if the master and junior brother Long Wei are thinking about themselves - it seems that Hu Ya is really in love! It was during the training that Hu Ya learned that he could go to the Land Bureau, the Housing and Urban-Rural Development Bureau, the Statistics Bureau and other authorities to investigate the information, and it was exciting to listen to it! In this case, the planner will disguise himself as an investor, which must be a person with aura and temperament! In the regulated real estate market, relevant information can be found from the web, or it can be reduced by developers. What really makes everyone feel useful is the questionnaire! When the real estate is in the early stage of planning - the real estate is still an empty land, it is necessary to guide the customer group to pay attention to it to facilitate the acquisition of more detailed product needs; The real estate during the normal sales period mainly depends on the customer's concept of buying a house, whether the customer's concept is in line with the characteristics of the real estate, and guides the customer to pay attention to the details of the real estate;

The research on marketing promotion should pay attention to the market reputation of the project, the advertising forms that people are common and willing to accept, and the comparative information of similar products. A few years later, Hu Ya, by reviewing the content of this training, combined with her own research and judgment of the market, successfully launched and sold an office project through a questionnaire, and she was finally promoted to marketing director because of her specialization, of course, that was a few years later......

Originally, I thought that planning the market research after the basic training was just a formality, so that everyone could apply the knowledge they had learned to practice. Who knows, this research lasted for a week! Originally, the development division of Xinghua Group opened a new project called Pearl Bay, because the location is remote, there is no competition for real estate, and the sales team has not yet been formed, so this time the trainees who came to the training were appointed to go out to conduct market research, and by the way, collect market information for the company's development project for sale, the Emerald City project. Hu Ya, who came to participate in the training, brought all high heels, in order to sweep the plate, she specially asked the company director Wang Yue to accompany her to buy a pair of flat shoes, despite the flat shoes, Hu Ya's heel had three blisters, Director Wang was distressed for a long time, and the human resources manager Zhou Meiyu also bought a band-aid for her. Ming Lei sent the blisters on his feet to the group, and everyone persuaded him to rest. Hu Ya really doesn't understand, she doesn't post photos of a girl, Ming Lei is a big boy is really hypocritical!

Later, Hu Ya came back to it, and it turned out that there was a kind of work called: doing the work that the superior knew you had done, and later there was a proper noun: work traces. Looking back a few years later, Hu Ya felt that he was really stupid - what work others had done, I wish the whole world knew that he had worked hard for half a day, without credit, not even hard work! Because what the leaders don't see with their eyes and what they don't hear with their ears is what the employees haven't done! Fortunately, during the training of all staff, Hu Ya loved to talk at that time, and Wang Yue had a good relationship, and some things were passed on to the leader, it turned out that at the beginning, there was a wind called "ear wind" in the workplace, and the wind in the ears of the workplace was better than the pillow wind around the ancient emperor. Later, Hu Ya, who was once the "red man" in front of the leader, a manager who Hu Ya himself offended somehow, said a lot of "adding fuel and vinegar", causing her promotion to be delayed for at least half a year! Hu Ya later reflected on what he did or did wrong? That is, Hu Ya did not show enough respect and meticulous work in front of the superior at that time, that is, the manager, as a planner, the most taboo is carelessness, because details determine success or failure, Hu Ya has nothing to say about it, that is, he is wrong! But for the respect for the leader, Hu Ya reflected on it, from the daily "invisible" compliment, to the "respect" on the wine table and the dining table, it must be in place, only by being meticulous and extreme, others are impeccable! Of course, it may also go to the other extreme: too sleek and sophisticated! The workplace is not easy, but it is done and cherished......