Real Estate Marketing

Increasingly, real estate marketing has been given greater weight by both the theorists and the practices due to the rapid development of the real estate market in China. Studies concerning the relevant theories and methods of real estate marketing, however, have recently started since the late 1990s. Moreover, as a newly developed cross-filed subject, the study of real estate marketing integrates the study of real estate management and marketing. This indicates both the importance and the difficulty to make a study on the theories of real estate marketing. Chapter one in the present paper is a brief introduction of real estate marketing, in which some related concepts will be mainly explained. Chapter two discusses segmenting and positioning of real estate marketing, explaining how real estate corporations segment the product market, choose the target market and position in the market. Chapter three focuses on the practical adoption of the traditional marketing theories, especially 4Ps theories, into real estate marketing. Chapter four proposes that modern marketing concepts be applied to real estate marketing. Respectively, it analyzes how to adopt into real estate marketing the methods of network marketing, culture marketing, word of mouth marketing and experience marketing. A case study in the last section of the present paper discusses how Shilian Real Estate Corporation adopted the skillful marketing strategies to sell out all the buildings of Beijing Wanhe Mansions.