Shen Yuehong's suggestion is of great significance to the company, Guan Yuntian heard very clearly, there are many variable factors in real estate sales, as a general manager, when formulating marketing strategies and sales policies, it is necessary to understand all aspects of the marketing process, so it is necessary for Guan Yuntian to participate in the inspection.

Through the threading of Director Wei of the Provincial Planning Commission, he contacted a real estate company located in the provincial capital, Guan Yuntian made some arrangements for the company's affairs, and followed Shen Yuehong to this real estate company called "Times Home".

Since Director Wei had stated in advance that Changda Real Estate and this Times Home Company were just peers, the two companies were far apart and there was no competition. Knowing that the purpose of the visitor was only to inspect and learn marketing experience, Times Home Company sent Director Fang, who was in charge of sales, to receive Guan Yuntian and Shen Yuehong.

During the conversation, when Guan Yuntian briefly introduced the situation of Changda Group and Changda Real Estate Company to Director Fang, it attracted the attention of the other party, "Mr. Guan, it turns out that your company started as a physical manufacturing company?"

Guan Yuntian nodded and said, "Even now, our main business is still physical manufacturing. ”

"I also saw the irreversible business opportunity of the trend of housing commoditization, so I switched to this industry, right?"

"The business opportunities of housing commoditization are only one aspect, and we are involved in real estate development, mainly because all the conditions are in place, it is a natural choice, not an opportunist for gold rush. "Guan Yuntian said.

In this way, you will have a stronger foundation and a more steady step. In that case, I suggest that we have an in-depth conversation about real estate marketing before you formally observe our sales process. Lao Fang suggested.

"That's for the best. ”

In a small conference room of Times Home, Lao Fang discussed real estate marketing with Guan Yuntian and Shen Yuehong.

Lao Fang said straight to the point: "The marketing of commercial housing is very different from the sales of other products, almost all of them are cash transactions, in a sense, there is information on both sides of supply and demand that is completely wrong."

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Therefore, there are indeed many routines or unspoken rules in real estate marketing. ”

"Oh, isn't it true that honest and trustworthy ways of doing business don't apply here?" This was the first time Guan Yuntian had heard people in the industry talk openly and honestly about these things, and he was still a little skeptical.

"Mr. Guan, honest and trustworthy way of doing business, in different industries have different understandings, real estate is a special commodity, it belongs to real estate, the value is generally relatively high, different real estate, even different locations of the same real estate, different doors or different floors, housing prices are different, this is the same as vegetable farmers in the farmers' market to sell vegetables, all hope to sell the poor quality of vegetables first, but the first to buy vegetables, always hope to buy the freshest, best quality vegetables at the lowest price. "Old Fang Dao.

Shen Yuehong took over the topic, "Mr. Fang's metaphor is very appropriate, real estate marketing is like selling vegetables in the farmers' market, both supply and demand are thinking about themselves, the seller wants to sell the goods that are not easy to sell, and the price cannot be low, the buyer always wants to buy the best goods at the lowest price." ”

"Vegetable farmers are allowed to pick and choose, and in the real estate market, it may be difficult for buyers to get such opportunities, right?" Guan Yuntian said.

"Therefore, there is a serious asymmetry of information between supply and demand here, which leaves a lot of room for marketing to operate. ”

"May I ask Mr. Fang, what aspects do you refer to when you say about the operation space?" Shen Yuehong was very interested in this.

That's a lot to say, but here are a few examples. For example, if a buyer has taken a fancy to a certain house, even if you have clearly informed the other party of the price, he will definitely still have to negotiate the price with you, which is human nature, and we as consumers are the same, how should your business manager deal with it? Of course, you can't talk to the other party in person, at this time, he can find an excuse, saying that I don't have the right to decide this price, and I need to ask the leader for instructions, and then go out for a turn, pretend to make a phone call, and then tell the other party when I come back, it is absolutely impossible for you to ask for a nine-fifty discount, and the right that the leader gave me just now is at most ninety-fifty percent. The other party actually didn't spend less money at all, but it turned out to make him happy. ”

Lao Fang paused for a moment, and then continued: "Let's talk about popularity, a real estate project starts to sell, if the sales center is crowded, how can you sell this house?"

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"Yes, what should I do in this situation?" asked Shen Yuehong.

At the opening ceremony, gongs and drums are noisy, firecrackers are ringing, and theatrical performances are commonplace. Through the momentum, the buyers who buy houses and do not buy houses are attracted to create a crowded scene of the sale of the building, and the business managers of the sales building through sales skills, resulting in the scarcity of housing, and then do not grab the illusion that there is no more, and the buyers in the crowd will be weak in a noisy and excited environment, and the reason will become weaker, and the impulse to buy a house will often arise. The old man said proudly.

In fact, in the preparation process during this time, Shen Yuehong has also read a few books on real estate marketing strategies, these methods said by the old party, there are descriptions in the book, today please ask the old party to show up to say, Shen Yuehong's purpose is mainly to brainwash Guan Yuntian, let him know the way in the real estate marketing process, lest he oppose some marketing methods proposed by Shen Yuehong with the principle of honesty and trustworthiness in business.

Hearing this, Guan Yuntian really interjected: "Mr. Fang, according to this, aren't all the real estate developers becoming profiteers?"

Lao Fang smiled a little embarrassedly, "Mr. Guan, the word profiteer comes from ourselves

It's not a big deal, but I still want to emphasize to you that the real estate industry is very different from the physical manufacturing industry you used to work in, and if you have to be completely conscientious in this industry, it means that a lot of profits will slip away from you. ”

Guan Yuntian felt that what he said just now was a little inappropriate, so he said in a softer tone: "No matter what line of work, of course profit is important, I mean can you do this in a more transparent way?"

Lao Fang smiled slightly, "Mr. Guan, how transparent do you say this industry is? Just like a vegetable farmer in a farmer's market, you indicate the price, put a lot of vegetables in front of you and let customers choose at will, any customer must choose the best, in the end, there is a pile of rags left, not to mention the original price to sell, even if the price is reduced, no one even asks for nothing." Vegetables are not valuable, and there is not much loss if they are thrown down in vain, if they are replaced by tens of millions of houses, each real estate has ten sets of eight sets of location and floors, and if they are smashed in your hands, they can't even be sold at a reduced price, what is that concept?"

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