The Intergrating Application Of Marketing Theory In Real Estate Sales

Economic progress and technological innovation have brought the real estate industry into the development period,and with the growing maturity of this industry,a great variety of marketing theories have begun to flourish.This article discusses sales as one important link of the whole marketing chain,from a consumer's point of view on decision-making in purchasing,and it adopts the method of theoretical analysis,compare research,the method of case study to examine how real estate businesses should break the psychological resistance of those promising consumers,and gradually lead them into purchasing,based on a costumer-oriented value.Besides,this article talks about how to construct a framework of sales promotion in the field of real estate and some corresponding strategies.It also deals with the final implementation measures in terms of better management.The main achievements are as follows:(1) from the purchase of real estate decision-making changes in the perspective of customers psychological development,this article build a model of the real estate purchase,and the customer life cycle of real estate is divided into five periods:cognitive demand phase,information-gathering phase,select and evaluate the program phase,the establishment of expectations of the phase and purchase,and demonstrate the effectiveness of such a classification and confirm the importance of conversing the perspective.(2)this article advance the visual integration of real estate sales model based on the consumer,and try to build the relationship between purchase and sales.For the defect of traditional sales model,combined with the psychological characteristics of real estate consumers,build the four analysis of theoretical framework,including:1) in the phase of collecting information in the consumer,use the marketing communications theory;2) in the phase of assessing the buidlings,use the experience marketing theory;3) in the stage of the establishment of expectations of products in consumer expectations,use the brand marketing theory;4) in the stage of consumer decision-making and post-purchase,use the customer relationship management theory.(3) this article build the four stage of the real estate marketing strategy.In the information-gathering phase,the combat strategy include:Advertising Communication, dissemination activities,the dissemination of sales at the scene;in the program-evaluation phase,the combat strategy include:product experience strategy,experience scenarios strategy, network media strategy;in the establishment of expectations stage,the actual strategies include:Brand positioning,brand quality,the spread of brand concept,the maintenance of brand value;in the purchase and post-purchase evaluation phase,the combat strategy include: customer service support system strategies,strategies for handling customer complaints and so on.These strategies can be able to ensure the availability of support,and would be guidance and a clear strategy.Theoretical value of this study is to explore aspects of the nature of real estate Sales, characteristics and laws,to develope the sale management theory;practice guidance value of real estate enterprises to implement integrated marketing,including marketing communications,experiential marketing,brand marketing,customer relationship management strategy,and these enable enterprises in an invincible position in sales,and get sales force access to long-lasting.