The general promotion process and methods of office building sales

1. The general stage division of office building sales:

*The first stage: looking for customers and custom-made production ( Project introduction period)

This stage is the initial stage of the project. Generally, the project land has obtained the land use rights or is about to obtain the land use rights. The task at this stage is to find suitable public relations personnel and actively search for the land use rights. Enterprises and institutions with office needs in the region carry out customized production. This phase generally lasts until the project breaks ground.

Characteristics: At this time, the time for office buildings to enter the market is not yet mature, but there is a lot of room for project changes at this stage, and the individual needs of customers can still be met. Therefore, at this stage, we should proactively recruit investment and determine the list of large customers, and use group public relations to find large customers for en-bloc sales negotiations. We should meet the reasonable and feasible needs of large customers in terms of project structure, corporate naming, etc. through friendly negotiation to promote the transaction. Thereby reducing the financial pressure on developers and avoiding market risks.

The first and second stages are generally in the project introduction period. The significance of publicity at this stage is to warm up the project, attract social attention, and pave the way for later publicity and sales. At this stage, corporate news planning is generally used as the main publicity method.

*The third stage: comprehensive sales stage (opening period, strong sales period)

During this period, the main structure of the project is capped and the project is launched to the market as a quasi-existing house.

In the opening period, this stage is based on the introduction period to further expand the visibility of the project. However, because of the sales task, hard advertising is further added on the basis of corporate news planning, and the frequency of advertising release is also increased. . This is the first climax of the advertising release and also marks the beginning of the strong sales period. During the strong sales period, mass media (newspapers, radio) are comprehensively used to further enhance the product image. All sales tools are in place. At this time, the advertising is mainly hard advertising, with pure sales advertising targeting the main selling points, and strong cooperation with sales to promote higher turnover and reduce the pressure of finishing work. At the same time, the rational appeal of soft articles is used to cooperate with the publicity, and for Prepare for later work.

Generally, this stage is dominated by retail sales, supplemented by leasing.