The contracting of the riverside park was handled by Yuan Guogang and Daguang, and the Huayuan office of Changda Real Estate Company ended all business in the city, and the office was completely closed.

Changda Real Estate Company's first project in the provincial capital is about to be capped, and the real estate sales are imminent, after withdrawing from Huayuan City, Shen Yuehong, the sales director, went directly to the provincial capital, and Guan Yuntian is waiting for her in the provincial office to discuss the sale.

"It's also the sale of commercial housing, is there any difference between the provincial capital and other places?" asked Shen Yuehong puzzled.

"Do you still remember the situation when the two of us were in the provincial capital of the real estate company to observe? The situation in the provincial capital is indeed different from that of the county and city. "Guan Yuntian said.

"Well, come to think of it, isn't it the Times Home Company? I wonder what they're doing now? Does the company still exist?"

"The company seems to still exist, but judging from the last time it participated in the land auction, it seems that the development of the Times Home Company has not been satisfactory over the years. "Guan Yuntian said.

"Oh, how do you know?"

"Because their enthusiasm to participate in the land auction is not high, and in the provincial real estate market, the name of Times Home Company is not loud. ”

Back to the topic, Shen Yuehong said: "Changda real estate provincial office sales center, in addition to myself, other salesmen are re-recruited, as far as I know, more than 30 sales staff, one-third have work experience, two-thirds are novices, before the official business, I want to use a week to train them." ”

"That's a great idea! Tell them to come to work tomorrow and the training can start at any time. ”

At eight o'clock in the morning of the third day, in a large conference room in the provincial office, Shen Yuehong began to train more than 30 employees, she said straight to the point: "Commercial housing marketing, and the sales of other products are very different, almost all of them are cash transactions, in a sense, there is a complete asymmetry of information between supply and demand, so there are indeed many tricks in real estate marketing." ”

"Oh, doesn't the honest and trustworthy way of doing business apply here?" Several employees who were in contact with commercial housing sales for the first time were skeptical of Shen Yuehong's words.

"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, and even different locations of the same real estate, different doors or different floors, housing prices are different, which is the same as vegetable farmers selling vegetables in the farmers' market, all hope to sell the poor quality vegetables first, but the first to buy vegetables, always hope to buy the freshest, best quality vegetables at the lowest price. Shen Yuehong's metaphor is easy to understand.

Xiao Yan, who was appointed as the sales manager by Shen Yuehong next to him, said: "Mr. Shen's metaphor is very appropriate, real estate marketing is like selling vegetables in the farmers' market, buyers and sellers are thinking about themselves, the seller wants to sell the vegetables that are not easy to sell first, and the price cannot be low, and the buyer always wants to buy the best vegetables at the lowest price." ”

"Vegetable vendors are allowed to pick and choose, but in the real estate market, it's hard for buyers to get such opportunities, right?" said one student.

"Therefore, there is a serious asymmetry of information between supply and demand here, which leaves a lot of room for marketing to operate. An experienced trainee whispered self-righteously.

"May I ask Mr. Shen, it is said that there is room for operation in the sale of commercial housing, what are the general aspects?"

Shen Yuehong smiled, "That's a lot to talk about, here are a few simple examples." For example, if a buyer takes a fancy to a certain house, even if you have clearly informed the other party of the price, he will definitely have to bargain with you, which is human nature, and we as consumers are the same, in the face of this situation, how should the 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. ”

After a pause, Shen Yuehong continued: "What I said above is just one of the doorways. Let's talk about popularity, a real estate starts to sell, if the sales center is full of doors, how can you sell this house?"

"Yes, what should I do in this situation?" one student asked.

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. Manager Yan next to him said proudly.

In fact, there are some routines that should not be known to the students, but for those who have experience in the industry, they can't hide it if they want to, because in their past experience, they may have become familiar with these things.

Hearing this, a student who was in contact with real estate sales for the first time interjected: "Mr. Shen, according to this, don't real estate developers all become profiteers?"

Shen Yuehong smiled slightly embarrassed, "The word profiteer comes from our own mouth, and it is nothing, but I still want to emphasize to you that the real estate industry is very different from the industry you were engaged in before, and if you have to fully abide by your conscience in this industry, it will be equivalent to a lot of profits slipping away from you." ”

The student just now felt that his words were 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 it in a more transparent way?"

Shen Yuehong smiled and nodded and said: "How transparent do you say this industry is? Just like a vegetable farmer in a farmer's market, you mark the price, put a lot of vegetables in front of you and let customers choose at will, any customer must choose the best, and in the end, there is a pile of rags left, not to mention the original price for sale, 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?"

This kind of question-and-answer training seems to have a lively atmosphere, the scene is vivid, and the trainees do not seem to be formal, and those students who are involved in commercial housing sales for the first time are very interested in it.

"Mr. Shen, apart from these, is there anything else?"

"There are many mysteries in real estate marketing, in addition to the ones just mentioned, the more typical ones are to create public opinion about price increases, induce purchases, promise discounts on buying houses, and so on. ”

"These are more abstract to us, so let's go into a little more detail. A student asked.

"Why create public opinion on price increases? Those with a little marketing knowledge must know that no matter which line of work, consumers have the heart to buy up or not to buy down, and our experience has repeatedly proved that in many cases, the more the price increases, the greater the transaction volume. Sometimes I see 'a certain sales center price increase notice' in the advertising media, and it is also stamped with the developer's official seal, which is very formal and solemn, which is actually a marketing method. Xiao Yan said.

"What does it mean to induce a purchase?"

In fact, this is a way for developers to induce purchases, the purpose is to sell the poor location first, and leave the good location behind, since the bad location is sold, and the good location is left at the end, the purpose of this is not only not to cause a backlog of housing, but also to do not need to discount promotion, just like Mr. Shen just used the farmer's market to sell vegetables as a metaphor is the same. Xiao Yan explained.

After a pause, Manager Yan continued: "As for promising to buy a house and give gifts at a discount, it would be better to understand. First, increase the price by 10 to 20 percent, and after the opening of the market, announce in the advertising media that if you buy a house before a certain date, the price will be discounted by 9% or 80%, in fact, the transaction price obtained by the buyer is no different from the original price. Although it is very funny, it is indeed from real life, and some developers really play word games with you, similar to 'Waterfront Garden', in fact, there is only a small ditch in front of it, and such examples are not uncommon in reality. ”

Xiao Yan's explanation made people laugh and amused some of the students.

In the last two days, more than 30 students gathered around the model of the real estate, and Shen Yuehong and Xiao Yan used the model to demonstrate some of the examples mentioned a few days ago.

After a grand opening ceremony, Changda Real Estate Company's first real estate in the provincial capital was officially sold to the outside world, Shen Yuehong took the lead, she and Manager Yan each led a team, into the intense sales activities.

At about nine o'clock in the morning, in Shen Yuehong's group, Miss Manners brought in a middle-aged couple in their early fifties, and she greeted them warmly, "Good morning, sir! ”

The old gentleman nodded at Shen Yuehong, and the couple didn't speak, but walked directly to the real estate model, "May I ask what type of house are you going to buy and what size of the house?" Shen Yuehong bowed and asked.

"The child will get married next year, and we are going to buy a house of about 100 square meters. ”

"Oh, the wedding room for the child, please come here to take a look, these types of houses are about 100 square meters, you see, this type of house is ninety-five, this is ninety-eight, and this type of house, the area is one hundred and five, see which type of house you prefer?"

"Ouch, we're working-class, and we don't have a lot of money. While looking at the house type, the couple chattered.

"If that's the case, I suggest you take a look at the ninety-five area, the third floor has been sold, the young people are not too high, I think the sixth floor is better, with an attic, and the top floor is quiet. ”

"Of course, the sixth floor is no problem for young people, if we need to help him take care of the children in the future, it will be inconvenient for our old couple to go up and down!"

"That's right, but young people generally don't want to live on the first floor, if you think that it will be convenient for you to go up and down the stairs in the future, then buy the second floor, but the second floor of the ninety-five area has been sold, or you look at the one hundred and five area, there is a second floor here." ”

The old couple exchanged glances with each other, "It's ten more square meters, but we have to consider whether the funds are enough!"

"On the same floor, at both ends of the floor of the house, the price per square meter is about 300 yuan lower, which can save the extra ten square meters, I suggest you consider the second floor of the first 105 this house, more in line with your conditions. ”