Real Estate Marketing Planning Practices

Following the rapid development and the restructure of socialist market economic system, the competition in real-estate industry is getting more and more intense. Encountering the transient opportunities and the vast market potentials, many developers are unable to respond appropriately to the diversity and complication of the market demands and are blindly optimistic about the accommodation capacity of the market. Inspired and encouraged by this optimism, they often overestimate the market demands and the purchasing capacity of the market, which results in the randomness of their project orientation. Their superficial investigation, false orientation of their projects, bad management and sales control, and copying and thronging on the latest trends in the market eventually end up in big quantities of unsold stock, which consequently affects the development of macro-economy in our country. The author would, therefore, based on his own experience and observations in the real-estate industry, propose a systematic approach towards the development of real-estate and highlight the procedures in respect of the sales, scheme, and development of real estate. The emphasis of this thesis is put on the analysis of the market and project orientation, in one word, the development of the right type of apartments and buildings catering to the market demands. Real-estate development should be conducted by the Whole-Process-Sale-Control Approach, a new concept which means the developer should take into his account and put under his strict control all the factors like feasibility study, market investigation, project analysis, sales scheme, sales control and management, and finally management and maintenance of real estate. Only by adopting this Whole-Process-Sale-Control Approach, could the developer succeed in the promotion of his real-estate development and beat his fellow competitors in this market. The thesis can be divided into three parts and Whole-Process-Sale-Control Approach and its operating skills are analyzed and explained in details in the three parts. The first part displays and unfolds the significance and theoretical background of Whole-Process-Sale-Control Approach. The second part explains how the market investigation, project analysis and real estate development scheme should be conducted in line with this approach. The final part of the thesis concentrates on the sales scheme and control in the real estate development. The author wishes to introduce the new concept of Whole-Process-Sale-Control Approach into our general practice, and thus the general operating skills of the industry could be upgraded. The author believes that the proposal of the concept of Whole-Process-Sale-Control Approach and its application in general practice under our socialist market economic system would greatly benefit the real estate development industry and provide guideline for the operation leading to healthy economic chain-reaction in the market. By the proper engagement of this Approach, false judgement and unsold stock of buildings and houses could be reduced to minimum, potentials of the market could be exploited, which further paves and smoothes the way for the connection with international real-estate development market.