After market research, Sun Shaojun's apprentice Wang Xiangning began to use market data to write a start-up report. After brainstorming, all the staff of the planning department decided that the start-up strategy of Star River is: first, pay 5,000 yuan to 10,000 yuan; Secondly, take a tiered discount, that is, a down payment of 40%, 98% off; 50% down payment, 95% off; 60% down payment, 92% off; 9% off the full amount; Finally, the owner referred, the new owner received an additional 5,000 yuan discount, and the old owner enjoyed a 3,000 yuan shopping card. In Sun Shaojun's words, this strategy maximizes the ability for customers to pay down payments, and also allows customers to actively look for "owners' relatives" in Star River, which ultimately forms the word-of-mouth effect of Qiaoxi.

At the end of March, the sales team of Tianhua Agency Company was stationed in the Star River Project Reception Center, and the sales team structure was Jin Yuan as the case manager, Wang Xiangning as the follow-up planner, Yang Huai led Li Bai and Yu Hongyan as the first team, and Ming Lei led Wang Ning and Li Jun as the second team. The district was temporarily unable to transfer a mature real estate secretary, and Wang Yu, the secretary of the area, temporarily served as the secretary of the Star River case. When the district received the company's letter of appointment to Jin Yuan at the end of March, Lu Benyu claimed that it was because he had been promoted to sales supervisor, and the company must have felt that the supervisor's master or supervisor was not good, so Jin Yuan was promoted. After Lu Benyu's words were finished, he was unanimously looked at by everyone! Mu Hibiscus feels that the company is considering the personnel structure of the area, and two managers have already resigned in early March, and now a manager is promoted to fill the manager vacancy in Z City. Seeing the names Ming Lei and Wang Ning, Mu Hibiscus only felt familiar, and later remembered that they were the top five people in the sales force course training mentioned by Hu Ya when he went to the company to participate in training. It seems that Wang Feng, the manager of the area, is determined to do a good job in the Star River project! However, after learning about the project of Star River, formerly known as Yishan Garden, Mu Hibiscus felt that Manager Wang was a bit aggressive. The Star River project has many problems, and it will not change the status quo overnight.

At the beginning of April, all 30 billers recruited by the Star River project were in place, and after systematic training, coupled with the promotional materials carefully designed by planner Wang Xiangning, the daily visitor volume of the Star River project was about 30 batches, which changed the situation that the number of visitors per day in the developer's self-sales stage was less than 5 batches. Not only that, the number of reservation customers in Star River every day remains above 4 batches, and when the housing of the project in the end of the project is insufficient, Jin Yuan and Yang Huai are fighting back and forth. Most of the customers who made appointments in Star River were recommended by the owners who bought houses in the Star River project in the early stage, which really confirmed Sun Shaojun's conjecture, Sun Shaojun looked at the daily report of Star River in the WeChat message group every day, and felt a great sense of achievement. Mu Hibiscus was busy giving Xu Chun psychological counseling, because Xu Chun felt that if he faced all the post-90s apprentices like Jiang Wen in the future, he would still not bring apprentices and not be promoted, which would be too troublesome and laborious...... Hibiscus found that since March, many new properties have been added to the market, most of which are in the start-up period, and by May, a large number of properties will be put on sale. In this way, the real estate market buyers will be diverted, Tianhua company agent in the Z city sales projects, especially the end of the project, will face huge sales pressure, the consequence will be a large number of personnel resignation. The entry of a large number of post-90s young people will bring new problems in the company's training management! In addition, the real estate market is fiercely competitive, and the first to sit still must be the developer, no wonder Wang Feng, the manager of the area, dares to take over the company's real estate development goal of "guaranteeing two and competing for three". The market began to change in 2013......

Before the end of April, Hu Ya sold out the listings in Tongrenli, was invited to the work summary meeting in the first quarter of 2013, and was promoted to sales executive. Mu Hibiscus congratulated Hu Ya, but Hu Ya in turn congratulated Mu Hibiscus on his imminent promotion to manager! I have to say that in half a year, Hu Ya has grown a lot. When Hu Ya shared in the company, she mentioned the particularity of the second-hand housing market in Z City, and her experience of expanding customers can only be regarded as a successful case, and it cannot be promoted as a marketing theory for the time being.

Mu Hibiscus thought about it for a long time and felt that Hu Ya used the way of online and offline customer expansion to achieve the sale of houses in Tongren, and there were really many external factors and Hu Ya's personal luck. Around 2013, most of the intermediaries in Z City were still in a state of not opening for half a year, and they were open for half a year. The main reason is that Z city is still in the early stage of the urbanization process, most of the real estate market is the first time to buy a house, a small number of customers who have a house in the county and enter the urban area to improve the second home, and there are few upgrading and improvement customers in the urban area, so there are really not many second-hand houses in the market. A few years later, during the urban renovation stage, a large number of first-hand housing (mainly demolition and resettlement housing) poured into the second-hand housing market, which stimulated the development of the secondary real estate market and met the needs of customers who could not afford to buy a house due to soaring housing prices. At that time, the second-hand housing market in Z city was still different from other provinces and cities, and the intermediaries in other provinces and cities sold the second-hand houses that the customers were ready to sell, and the Z city was more like the sales team selling first-hand houses in the intermediary. In 2016, when the country set off a trend of real estate channel integration, the housing market in Z city was still in a state of doing its own thing, coupled with the entry of large real estate companies, a large number of small and medium-sized real estate enterprises were forced to close down because of the lack of working capital due to the lack of customer resources......

Mu Hibiscus thinks that the saying that the times make heroes is very correct. After Hu Ya liquidated Tongrenli, he was transferred to the Star River project, and when he entered Star River, he did not have a group of reserve customers and started from scratch. With the integrated channels of colleagues, Hu Ya became the last person to have the last laugh in Star River in May and became the project sales champion! Ming Lei and Wang Ning on the Star River project thought that Li Bai's appointment of customers at most was purely due to the right time, place and people, but Hu Ya's counterattack from zero was convincing to them! The market pushes people forward, and if the sales team of Star River has strong sales power, then the planning power is also very amazing!

Sun Shaojun and Wang Xiangning thought of the opening strategy: limited number of houses, lottery number to buy a house. Star River has made a total of 150 appointments, and the real estate consultant confirmed that the final number of customers is about 110 before the opening of the market. During the appointment period, the number list issued by the real estate consultant to the client is jumpy - 1 to 30 is the normal number, and then the number starts to jump, and after the 33rd jumps directly to the 38th, and from the 42nd to the 45th. As a result, a total of 280 numbers were released at the Star River Reception Center. In order to ensure that the opening day is not cold, the real estate consultant calls and invites all customers, regardless of whether they buy a house or not, to go directly to the opening lottery site, and give gifts when they visit, and enjoy the opening discount when they buy a house. On the opening day, the lottery was set in the ball hall of the International Hotel, and the news released by Star River was that 200 houses were released, and 120 houses were actually released. When the music plays, the customer's number scrolls on the big screen, and after their own number appears, the customer takes the money to the house selection office to buy a house, and the customer's family continues to enjoy the food in the hall - in fact, it gathers popularity! During the whole opening process, the hall has been crowded with people. Many new customers do not know the situation, in a warm atmosphere, but also follow the appointment of customers to choose a house, and finally set the house in a daze, and wait until a few days later to pay the down payment, they said, "There are so many people who buy a house, the house is still limited, and the house must be of good quality!" If you buy it, you will buy it, and you won't go wrong by following the trend! ”

Curiosity, greed, and conformity have always been the customer psychology that has been repeatedly used in the marketing process! Coupled with the asymmetry of market information between buyers and sellers, this is the background of hunger marketing!