The Use Of Persuasion And Attitude Change Theory In Real Estate Marketing

Since the implementation of the "double-limit" policy in the real estate market in 2013, homebuyers who hold demands for housing improvement in Nanjing show an inclination of double-wait-and-see attitude towards "activity invitations from real estate companies" and "house-purchasing". Thus, the real estate market has been stuck in the dilemma of general marketing. X improvement project of Nanjing He xi New City is taken as the sample of this research. First of all, the methods of panel data, questionnaire survey and interview are adopted to diagnose problems existing in the marketing of X project. It is suggested by the results of the diagnosis that the causes to X project’s dull sale include:(1) the impact of the general environmental changes in the real estate market on market improvement; (2) marketing team’s pessimistic attitude towards the depression of the real estate market, and the deficiency of effective marketing plans to cope with the customers" wait-and-see attitude; (3) marketing team’s failure of accurately grasping the psychological needs of different types of customers; (4) the relatively conservative marketing means and the negligence of online marketing under the background of mobile Internet; (5) the questions underlying in the product itself, the deficiencies in the design of the house layout, and the disproportionality of different scales of house types; (6) the Groups’ low brand awareness in Nanjing, which leads to the lack of brand effect.Under the theoretical guidance of persuasion and attitude shifts in social psychology, a marketing intervention plan for X project is designed and implemented in this research. This plan includes:(1) the principle of affecting the effect of persuasion based on the persuader’s authority:the persuasion from convincing experts will exert better effect of persuasion. Specialized lectures addressed by experts in the real estate market are designed to intervene customers’attitude of wait-and-see; (2) the principle of affecting the effect of persuasion based on the persuader’s characteristics:exclusive marketing activities are customized respectively in light of specific customers’interests and hobbies in financial planning and outdoor tourism, hoping to attract them to the reception center; (3) the principle of affecting the effect of persuasion based on the channels of persuasion:festivals, social focuses and professional house-purchasing knowledge-related information are forwarded to the customers via the Internet technology, so as to establish a close interactive relationship with the customers; (4) the principle of affecting the effect of persuasion based on the content of persuasion:deficiencies of the current layout design are rectified, supporting landscapes in the community are perfected. Moreover, in light of the relatively low popularity in Nanjing and the customers’ doubt of the Group’s risk-coping capability, activities that can facilitate brand promotion are held in Nanjing, for example, news conference on brand release. Thus, the brand effect can be enhanced.It is suggested by the evaluation of the intervention that (1) the designed lectures addressed by experts in the real estate market have significant effect on improving some customers’ attitude of wait-and-see; (2) the exclusive marketing activities customized under the characteristics of different customers, namely, the target of persuasion, have significant effect on customer expansion; (3) the application of Internet communication means, for example, We Chat, has certain effect on attracting more customers; (4) the improvement of the deficiencies of the existing layout and supporting landscapes, and the promotion of persuasion subject’s brand awareness through diversified modes of promotion exert a role facilitating the marketing effect.