People who buy luxury houses are not short of money or housing. So how to communicate? What topics can interest customers? Talk about culture with rich people! Money is not always good. Men can talk about financial investment, golf, cars, travel, wine and even beautiful women! Women can talk about beauty, luxury jewelry, parent-child shopping, pets and even men! Ask the property consultant to be knowledgeable, experienced, knowledgeable and tasteful!
Experience of luxury house marketing II: Talking about money with cultural people
Luxury marketing often involves many transnational activities, such as lectures in Lang Xianping. Others include wine tasting, painting and calligraphy appreciation, health and beauty. And experts and celebrities need to be invited to give speeches. The purpose of inviting these "cultural people" is to "talk about culture and life" with customers, and we need to talk about money seriously with them in order to reduce costs. Achieve the goal of four or two. Cross-border marketing is the key to luxury home marketing.
The third experience of luxury home marketing: what to talk to the rich?
Luxury house marketing, don't talk endlessly about houses, rich people don't lack houses, let alone good houses that can be seen, it's useless, there's no need to waste your breath. The author concludes that the rich in China only care about three topics (of course everyone cares): 1. How to keep the wealth growing continuously? 2. How to keep yourself and your family healthy? 3. How to educate the next generation? -marketing should suit the remedy to the case and follow one's inclinations.
The fourth experience of luxury home marketing: the state of property consultant is the most critical.
Luxury houses promote people through advertisements and cross-border activities, but this is not the key. The most important thing is the ability and status of real estate consultants! Especially in anti-marketing, confidence and rhetoric about high housing prices! The author once took all the property consultants of a luxury house to court and found that the property consultants themselves had no confidence in the price. What else can we talk about educating customers? ! It's no use trying to get in, and it's no use using fancy footwork!
The fifth experience of luxury house marketing: channel management must be fine
Selling luxury houses against the market and blindly advertising activities are tantamount to hitting mosquitoes with cannons. We must strengthen the refined management of the media. Be sure to think clearly: where are the real customers? How to transmit information accurately and effectively? How to invite them to the scene? What is the biggest obstacle for customers to clinch a deal? Price? Product? How to formulate targeted rhetoric? How to strengthen customers' purchasing confidence? How to promote communication?
Luxury marketing experience 6: Good reputation is really good.
The more high-end luxury houses, the more critical customer reputation. In particular, 99% of luxury houses entering the renewal period may be introduced by old customers. What a good reputation! Therefore, it is necessary to:
1. Make a good product.
2. Do a good job of on-site display and service.
3. Advertising should establish a good image.
It is better to spend money on advertising than to protect old customers. Touch customers with care, patience, sincerity and perseverance!
The seventh experience of luxury house marketing: the classification of the rich
There are three kinds of rich people: 1. Rich. Have you ever seen a man with a gold ring and chain? That's it. Most poor people are upstarts. 2. It is expensive. Follow the trend of chasing famous brands but don't understand. They pretend to be elegant and tasteful, but their words and deeds are insufficient, and their vanity is strong but superficial. 3. elegance. Low-key, reserved and temperament, elegant, polite and knowledgeable, knowing that famous brands are not publicized, it is really rich.
Experience of luxury home marketing: face is very important.
Why is the logo much bigger after Honda Mercedes-Benz entered China? That's to cater to China people's face! Good face is the biggest psychological feature of newly rich China people. "If you go back to your hometown without wealth, it's like walking in the dark." Therefore, luxury homes should give customers enough face: 1. The image of real estate should be good and its popularity should be high. 2. On-site service should be distinguished. 3. Praise the customer's vision and taste. 4. Tell him who is the neighbor!
Experience of Luxury House Marketing Nine: Three Levels of Marketing
1. The whole city knows!
2. Most people yearn for it!
3. A few people own it!
First, it should be well-known and attract attention and discussion.
Second: good reputation, attractive products and services, and people with some money have an impulse to have them.
Third: selling by enclosure, luxury houses will always be owned by a few rich people. The more people can't afford it, the more they can afford face! Sell pure!
Luxury house development experience 10: spend money where customers can see it.
A mansion is like a beautiful woman, even if she is born beautiful, she must dress up the day after tomorrow. Therefore, we must grasp the development strategy. 1. It means: spend money where customers can see it. 2. Purpose: To make customers feel more relaxed after returning home. 3. Methods: Simulate the customer's home route, focusing on building walls, gate entrance landscape, gardens, building facades, lobby halls and model houses. Longhu Vanke is a master in this field.
Luxury house marketing experience 1 1: deep interaction with the media
Working with the media is definitely not about advertising if you have a layout. Different media have different functions, and only by understanding can we cooperate deeply. For example, outdoor newspapers and television are suitable for one-way information release, but they can interact with activities. The network is an open platform with strong interactivity. You can combine activities, soft articles, hard news and deep interaction. Media interaction is suitable for news communication topics, hype, event marketing, and interaction generates value.
Luxury marketing experience 12: confidence is more important than gold.
Believe that your product is a necessary condition for real estate consultants: this confidence will be passed on to your customers. If you have no confidence in your product, your customers will naturally have no confidence in it. Customers are not so much convinced by your high-level logic as by your high self-confidence. This is especially true for the marketing of luxury houses against the market.
Luxury house marketing experience 13: learn to find benchmarks.
Someone asked what is the secret of real estate development and marketing? I answered a word: "copy". Everything in the world is plagiarized and worse than others. This is called plagiarism. Copying better than others is called surpassing ... how many people have created so much experience, how many successful and failed projects have inspired us, and we must learn to find benchmarks. Learn from the past and learn the way of Xi, and the probability of success will be higher!
Luxury house development experience 14: taillight theorem
There is a famous "taillight theorem" in the strategy-"It is safer to drive in foggy weather and follow the taillight of the preceding car"-when you can't see the direction clearly, it is most important to find a learning benchmark and avoid overtaking blindly. Similarly, the development of luxury homes should not be blindly innovative. Many new technologies and processes are good, but they may not be mature. On the basis of benchmarking projects, it will be safer to improve and innovate.
Luxury house development experience 15: resources are king and services are guaranteed.
1. A mansion must be supported by external resources. Golf is in the historical and cultural heritage park of Shanhe Lake ... If there is no resource, it is necessary to create resources, such as Beijing Xinghewan.
2. A mansion must have excellent products. People-oriented design not only shows the atmosphere of product scale, but also considers the details very thoughtfully.
3. Good products should be matched with distinguished services, so that material-rich customers can get great spiritual satisfaction.
Luxury House Marketing Experience 16: Looking for Opinion Leaders
Opinion leaders are people who have the right to speak and influence. Luxury houses do not advertise, first of all, they must be recognized by people in the industry and media circles. Followed by the approval of the first sheep customer. Guo Guangchang, Jiang Nanchun and many well-known owners from all walks of life spoke for themselves at the promotion meeting of Star River Bay. Luxury customers pay special attention to face: who are the neighbors? It's definitely something to show off.
Luxury house marketing experience 17: activities should be warmed up.
Activity is the prescribed action of luxury house marketing promotion, and there are two ways: 1. Make the activities smaller and the publicity bigger! Such as press conference, media meeting, foundation laying ceremony, etc. In the later period, it mainly relied on media hype. 2. Make the activities bigger and the publicity bigger! Such as product promotion meeting, customer appreciation meeting, opening activities, etc. , not only the scale of the event, but also the late hype of the media! Emphasize activities, as well as publicity and hype.
Luxury marketing experience 18: a good name is very important.
Numerology cloud: one life, two luck, three feng shui, four virtues, five names and six studies. A good reputation contributes to your fortune the day after tomorrow. Similarly, it is extremely important to give a good name to a mansion. For example, the first exclusive project of the new city was named "Capital City", which not only implied the market position, but also homophoned "the richest man". With the slogan of "Dedicated to the people who honor this city", the top customers are seated in the right place, laying the benchmark position of Changzhou luxury house in one fell swoop. A good name is indispensable!
Luxury House Marketing Experience 19: Managing Customer Expectations
Many fake luxury houses are "invincible in the world, but powerless"! Yes, luxury houses need to establish a high-end image, but it is basically impossible to rely on advertising and not to make products with heart! Therefore, we must do a good job in customer pre-management, allowing moderate exaggeration, but we must not treat customers as fools! The greater the hope, the greater the disappointment. Word of mouth can make you famous, but saliva can drown you!
Luxury marketing experience 20: let customers educate themselves
Luxury customers like to be picky to show their knowledge and taste. We should be good at educating our customers with this mentality. For example, a luxury house sent a salesman to visit the target customers while reserving customers. He didn't talk about sales, but asked them to make suggestions and find fault with the project products (such as the standards for planning smart hardcover of huxing landscape, etc.). ), all customers are willing to participate, which virtually promotes the self-education of product cognition and arouses the interest in buying.