Seeing that the members of the Jinxiuyuan team were afraid that they would be accidentally pitted by themselves, Mu Hibiscus felt that he couldn't cry or laugh - shopping malls are like battlefields, and strategy and tactics must be learned and used. Daily interpersonal communication, where do you need so many routines!

In order to increase the mystery of the event, Sun Shaojun designed the promotional materials, pay attention to the "sense of impact" - all the materials that can be promoted on the street in the township, such as the single page of the Splendid Garden, banners, see the RV, and all the electric tricycles with carriages (commonly known as the bouncing car) in Mengjiazhuang Town, which the developer contacted, but all the promotional materials that the customer's line of sight can reach, all call the "Splendid Garden Free Delivery" and the following is the hotline of the Splendid Garden. In order to stimulate real estate consultants to go to the streets to personally distribute leaflets and find customers, Sun Shaojun specially left a lot of blanks in the lower left of the single page, Lu Benyu complained that this blank caused the overall single-page picture to become ugly, Sun Shaojun said with a professional look: "This is the aesthetic principle called 'blank' in design!" "God knows, this is hibiscus borrowing from Ge Liantian's one-page design method, specifically communicating with the designer to stay, just to facilitate the real estate consultant to sign and leave a phone number, the key is to be conspicuous on the single page!

Sun Shaojun asked Lu Benyu, Yu Hongyan and others with pure local accents in the sales team of Jinxiuyuan to chat with the owners and learned that Mengjiazhuang township customers are generally parents who transfer houses to their children, and children work in other places, and the power to make decisions with money is in the hands of parents, and the main channels for parents to pay attention to information are "listening to people's introductions" and "watching TV". Therefore, Sun Shaojun asked Wang Xiangning to go to the local radio and television station to make a trip, and asked about the price of TV broadcast advertising, as well as the price of screen-occupied advertising, and also discussed with the developer, in March, the broadcast of "Splendid Garden free house" advertisement, wait until 198 customers are assembled, and then change the broadcast content to "5000 yuan to 10000 yuan".

Many customers don't understand what kind of preferential policy is "arriving and coming", but they can understand for the first time that if they pay 1,000 yuan, they will have the opportunity to get a house for free, and use 1,000 yuan to buy a free house. On the day when various promotional materials were put on the market, a large number of calls were made to the hotline of the sales office of Fairview Garden; The next day, a large number of interviewed customers poured into the sales office of Fairview Garden, and many customers asked: "The free house has not been drawn, will the money be refunded?" Hibiscus specially wrote on the bulletin board that "1000 yuan activity participation money is not refundable", as soon as they saw that the money was not refunded, the customer calmed down, and many customers said that they wanted to go home and think about it. Mu Hibiscus and Sun Shaojun expected that there would definitely be many customers joining in the "free" excitement, thinking that they could get the money back if they couldn't get the house; There will also be a group of people who are troublesome and are not willing to bother to transfer the preferential quota of "1,000 yuan to 10,000 yuan" to others; There will definitely be the phenomenon of "family mobilization" to arrange and draw rooms, but in the township, three or four thousand yuan will be taken out at once to line up, and at the same time, "the money will not be returned", and people who do not understand the rules of the activity will be very cautious. In short, this 1,000 yuan is equivalent to setting a threshold. On the third day, after thinking about the client, the client came to the door again, and Hibiscus asked all the real estate consultants to sign an agreement with the client. The content of the agreement is: "Free house giveaway activity, the participation fee of 1,000 yuan paid by the customer will not be refunded; When customers buy a house, they can directly rely on the payment bill to enjoy the '1,000 yuan to 10,000 yuan' house purchase discount; the customer's preferential qualification can be transferred, and a gift can be obtained if the transfer is successful. In accordance with the instructions of Mu Hibiscus, the real estate consultant of the sales office of Jinxiuyuan circled "1,000 yuan is non-refundable" and "preferential qualifications can be transferred" on the agreement, and clearly wrote on the customer's payment bill that "this money is non-refundable, and the preferential qualifications for house purchase can be transferred". From the fourth day, more and more customers came to the sales office to inquire about the "free delivery" and consulted the house at the same time. The real estate consultant passed on the message of "getting more discounts from the numbered customers", so that more customers who did not buy a house in the queue could have a "next home".

After the customer pays the money, he will get two numbered cards made of white cardboard, the serial number is uniformly arranged by the designer, and the information column has the customer's name, contact number, home address, and the name and contact information of relatives; Secretary Sun Yun pulls all the numbering customers into the WeChat message group, and announces the progress of the numbering and the numbering list every day. In the above practice, the statement of Fairview Garden is to wait until the 198 customers who participated in the activity are gathered, and the staff can contact the customers as soon as possible. In fact, this is also the situation where the sales office maximizes the investigation of "family group participation activities" - people in ten miles and eight villages can really make friends in terms of seniority. Moreover, everyone can't see that others are luckier than themselves, and there is really a situation of "the whole family going out", even if the family gets the house, others are not only envious, but also jealous and hateful, and can spread this "cheap" thing all over the village. For the sake of face, customers who have the idea of "full participation" are still very cautious. In addition, handing over all two numbered cards to the customer can ensure the openness, fairness and justice of the event to the greatest extent. On the day of the free delivery event, the customer will put a numbered card into the lottery box on the stage, and keep the other number. The numbered card representing the qualification of the lottery is put into the prize box by yourself, and there is no one more at ease than yourself! In this way, the sincerity of the Fairview Garden project can be shown to the greatest extent and the reputation of the Fairview Garden real estate can be established as soon as possible......

The number of visitors to the sales office of Jinxiuyuan every day is as many as more than 30 batches, and there are many real estate peers who came from the ten districts and Z city to find out the marketing situation. After seeing hibiscus, many real estate elders understood that this was the inspiration for the "real estate brain" of Z City. Zhao Liang, the contact person of the developer of Jinxiuyuan, had a relationship with Mu Hibiscus for the first time when he saw her, saying that he had a good relationship with Mr. Li of Lafei Waterfront, and he would fully cooperate with the sales of Mu Hibiscus. Mu Hibiscus hadn't seen Mr. Li for a long time, and she usually contacted her on WeChat, because Mu Hibiscus's house was handed over in March, and the decoration deposit and other issues Mu Hibiscus said hello to Mr. Li...... The sales office of Jinxiuyuan is full of people, and everyone knows that by the beginning of April, the 198 customers that Mu Hibiscus said before will be gathered!

This is a crazy attempt, seeing the marketing creativity of Hibiscus, Zhao Liang is actually very impressed. Sun Shaojun and Wang Xiangning, as well as Mu Hibiscus, in accordance with the progress of the collection of 198 qualified customers, temporarily adjusted the activity plan of the "Splendid Garden Free House Giving Ceremony", in the plan, Wang Xiangning in accordance with the instructions of the master Sun Shaojun, the second half of the activity will focus on "the transfer of 1000 yuan house purchase preferential qualifications" and "the gift after the referral customer successfully buys the house". In order to solve the problem of the customer's "1000 yuan" in disguised return, and in order to stimulate 197 customers who did not get a free house to actively bring customers to the sales office of Jinxiuyuan, Mu Hibiscus communicated with Zhao Liang and bought a batch of high-priced sweeping robots, which is a rarity in the township.

The free room delivery event on April 9 was held as scheduled. A single handsome guy got a house, when the developer docked Zhao Liang sent the award brand to the handsome guy, which is equivalent to buying a house in full, without the pressure of a mortgage, he asked for marriage on the spot, and many customers who did not get the house said that they would protect him for the media! When Wang Xiangning announced that Jinxiuyuan officially began to make an appointment, and the customer's "1,000 yuan to 10,000 yuan" discount began to be transferred, and the "wall" composed of sweeping robots was pushed in front of the customer by the real estate consultant, many uncles and aunts began to shout, saying that their nieces, nephews, daughters, etc. needed to buy a house, saying that they would take them to the sales office of Jinxiuyuan to see the house the next day......

As of April 30th, a total of 140 batches of customers have been booked in Fairview Garden, all of which were referred by customers who participated in the "free delivery" activity before. On the opening day of May 1, all customers who made appointments were filled! The two residential buildings with one ladder and two households, two units, and a total height of 18 floors pushed out by Fairview Court are sold out! The reputation of Fairview Garden is famous, and the developer proudly assures: "The remaining 57 customers who participate in the 'free delivery' number, as long as the referral customer is successful, can still get a sweeping robot." New owners still enjoy the opening discount......"

Mu Hibiscus fought a beautiful battle, creating the miracle of "liquidation at the opening" in the first half of 2014, which also laid the foundation for her gorgeous turnaround after her later resignation......

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Sogou