After the sales force training, it is the basic planning training that Hu Ya yearns for. Legend has it that the trainer of the planning course is Du Yanshan, who is well-known in the company and is thunderous in the professional T market market.

Before the Xuefuyuan set off, Hu Ya heard her master Mu Hibiscus for the first time and said that the company's idol in her heart was Du Yanshan.

It is rumored that the World Trade Plaza project in T City was jointly bid by a number of agencies, and only Manager Du's report made the developer's eyes brighten, and he decided to cooperate with Tianhua Agency on the spot.

It is said that in the standardized real estate market, Manager Du is a walking think tank in the eyes of developers, and many real estate companies threw olive branches to him, but he refused, and it is said that he also has a deep praise for the company.

Although it was a rumor, Hu Ya felt that the planner was too powerful. Wu Shuo heard about Manager Du's deeds and felt that he must worship him as a teacher.

The first day of the planning training is real estate policy interpretation and real estate expertise. The development of real estate is displayed in a timeline, in which Mr. Du has added hyperlinks to show the major events that occurred at each point in time, such as the land auction in 1988

"First Hammer", Housing Monetization in 1998, Land Market in 2002

"Move, shoot, hang" unveiled and so on. Among the major events, Hu Ya was most impressed

"Wenzhou Housing Speculation Group", the original first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen have doubled the housing prices, and there is a shocking situation of the real estate speculation group.

She suddenly thought that Wenzhou has always been a sensitive market in history, since the beginning of modern times, there have been many successes, they are all operating entity enterprises to make a family, now the real estate appreciation and preservation, suitable for investment, will it affect the down-to-earth people who do physical enterprises?

Hu Ya initially had thoughts about the relationship between the real economy and real estate, and she would not have imagined that a few years later, she would encounter a flood of real estate speculation groups from around the capital in Z City, and they would fight

The banner of "doing business together", and the speculators with tens of millions of working capital, have doubled the housing prices in a subordinate jurisdiction of Z City!

Just when Hu Ya was stunned, Manager Du showed two more photos from 2009

"The building fell down" and

"Lou crooked" picture, Wu Shuo suddenly said: "Hey, it's a bit of a reckless feeling!" "Since the end of the nineties of the last century, since the country opened up the property market, it has gradually become the consensus of everyone to gradually break the dual mechanism of urban and rural areas through the purchase of houses.

People with money in hand take advantage of the policy of unlimited purchases to buy and buy on a large scale, giving developers the illusion that real estate is good to make money!

Then the people of the three religions and the nine streams all hung up the brand of the real estate company for real estate development, and the quality of the house was uneven, and there were several years of housing quality problems and even appeared on the stage of the Spring Festival Gala in the form of sketches!

In the afternoon, I went to the training of real estate professional knowledge, involving more professional projects four to (east, west, north and south), building height limit, floor area ratio, seven links and one equality, etc., because the real estate consultant will take the real estate professional knowledge once a month, so the real estate consultants, including Hu Ya, began to be drowsy, and Manager Du sighed: "It's not easy to be a teacher, and you can't 'teach' it when you watch students doze off!" "When it comes to architectural style, everyone's enthusiasm has turned high, and many men say that learning a little architectural style can pretend to be stylish...... I don't know which planner said in the audience: "Manager Du, let's take a look at your report for the World Trade Plaza project!" Everyone's eyes were unanimously on Du Yanshan.

Manager Du was very calm and showed the marketing promotion report for everyone. At this time, the planning rookies stared at the screen one by one, although what Manager Du said was wonderful, but few people really understood.

Hu Ya has some impressions of this report, first of all, it is clearly hierarchical, and the four parts of goal, background, strategy and execution are interlocked; The second is that the goal is clear, each link is derived from the problem to solve the real estate problems that the developer is concerned about, and the last point is also the point that Hu Ya is most puzzled about, the World Trade Plaza project is mainly office buildings and apartments, but the report makes it clear that the occasional customers in its target customer group are investment customers in T City.

Hu Ya raised his hand to ask a question, and Manager Du answered: "The World Trade Plaza project is located in the center of the city, and the original residents and merchants have the highest recognition of the project, which is the core customer group; Because of the high price in the central area, most of the customers who can buy office buildings and apartments here are the powerful class in T City, and they have the need to upgrade their homes, which is called important customers; Because of the city center and high prices, it is unlikely that it is possible to invest in apartments and office buildings to earn rent or change hands at a premium, and it is not as affordable as investing in housing...... "The second day of the training is the basics of house types.

After finishing school, Hu Ya felt that he was a baby in front of the industry leaders, not even a primary school student!

From the appearance of the house type, a little type and plate type, before Hu Ya in the Z city sweep, but also always feel that there is a small area in the development zone overlook the face like a butterfly, at that time only feel that the designer is poetic and picturesque, now I know that it is a point building is a tower, ventilation, lighting, feng shui and so on have problems...... There is a training brother has always felt that the higher the building is built, the better, so that there is a modern atmosphere, and the result is that the so-called fashionable high-rise building is just the developer has stolen the concept of floor area ratio, the larger the floor area ratio, the higher and denser the house, the overall increase in construction area, the more the developer earns; The plot ratio is small, the building density is small, and the greening and landscape are comprehensive and exquisite, that is, the low-density health community.

Before, Hu Ya always felt that planners lived in their own small world - chewing words and dragging texts for a long time, and no one else could understand the copywriting they wrote!

Planners sometimes feel that the tall community must be matched with tall copywriting, thinking that their high-end customers will understand, but high-end customers pay more attention to the value-added and value-preserving performance of real estate when buying a house.

Of course, Hu Ya is not belittling planners, in fact, planners are better than sales

"The king of stories", let the developer sign a contract to make the agency enter the real estate to do sales work, far more than let the customer buy a house!

China is located in the northern hemisphere, and the orientation of the house is very particular, which is related to the knowledge of geography, and many trainees with science backgrounds learn this and feel that their brains are not used at all.

There is a student who never takes notes, this time he rarely picked up a pen and wrote down the choice of the direction of buying a house: southeast> south> southwest> east> northeast> north> west> northwest, claiming that it can definitely be used when buying a wedding house...... The last part of the training was to adjust the house type with functional defects and feng shui problems, and the trainees were eye-opening to the fact that the role of the door was not only to prevent theft, but also to cushion and dispel evil in the eyes of feng shui people - of course, Hu Ya felt that the main thing was to ensure the privacy of the customer's home.

The so-called feng shui is in the hearts of the people, and this is the truth to prevent villains and gentlemen...... There is a section of training to add value to the house design, talking about how to use bay windows, balconies, sky gardens, etc. to increase the added value of the house in the house design, and enhance the customer's desire to buy!

As well as several innovative house types that are currently more popular in real estate, such as three split-level, QQ duplex, LOFT, etc.!

In the afternoon, what we learned was to use ergonomics, living habits, and feng shui elements to reasonably design the spatial scale, make a marketable house type that caters to the market, and increases the sales of developers.

Everyone sighed: planning is really a science! After the sigh, it's the assessment! Manager Du smiled mysteriously, asking everyone to pay attention to the adjustment of the house type, and Hu Ya felt that he had seen the head teacher of the high school!

This is to take an exam, to test everyone's ability to analyze the layout of the house! The HR department gives everyone an hour to review the notes they took and then start the exam!

It is rare for all students to quietly flip through their notes and review, which is the most impressive day in career training...... The third day of the training is the project marketing promotion training, which is the core of all real estate sales.

At the end of the training, Hu Ya's impression was to determine the positioning of the real estate, have a good concept, have core highlights, find the right customer group, have regular advertisements and activities, and make a good budget.

The so-called real estate positioning is to determine that the real estate belongs to the high, medium and low end - of course, you can't say that its products are low-end in front of the developer, what the planner needs to do is to improve the tonality of the real estate!

The concept of good sound is to draw a blueprint for customers - to achieve the expansion of high-quality contacts, or to meet the needs of fashion life, or to enjoy one-stop education services.

The core highlights are to find 1-3 core highlights of the real estate, or the location is excellent, or the environment is beautiful, or the house type is good, or the public share is low, or the quality of building materials is high, or the developer is reliable, etc., the above real estate advantages are really not, that can also be from the floor height, property, owner quality and so on for the packaging of the project.

Finding the right customer group is to clarify the type of customer according to the attributes of the high, medium and low-end of the real estate, whether it belongs to business giants, industry predators, or the middle class who pursue quality, upgraded home buyers, or new young people and entrepreneurs who just need to buy a house.

Regular advertising and activities, including media promotion, as well as on-site promotion such as sales office packaging, model room, etc.; The activities are generally promotional activities, but also include the opening, capping, delivery and other celebratory activities, the most is a variety of warm-up activities such as: handmade DIY, parent-child games, visits to send gifts, various gifts, etc.

The specific follow-up planning process and various work details were gradually clarified after Hu Ya was in the second half of 2013, called Yishan Garden's resident planning.

It was also in the Yishan Park project that Hu Ya truly understood that in the real estate industry, many developers are not as beautiful as they seem.

Before the official entry into the silver age of real estate, there were already a large number of developers struggling in the quagmire of the industry......