Research On Customer Communication Management Of Real Estate Marketing Project

With the national economic growth and the promulgation of real estate related policies,leading residents to pursue high-quality life,driving the transformation and gradual growth of the demand for high-quality living environment.Housing demand promotes the transformation of supply-demand relationship and competitive elements of real estate marketing projects.This transformation makes customer communication the core and complex link of marketing projects,which is related to customer satisfaction and transaction results.Therefore,the company needs to improve customer communication experience and the urgency of relevant communication management measures.In the traditional real estate industry,brokers have limited access to housing and customer information,single communication channels,low enthusiasm to participate in communication and high personnel mobility,which lead to the inability to guarantee the project progress and project results.Real estate marketing projects need to solve traditional communication problems and adapt to the differentiated housing requirements and communication experience needs of customers in the information age.It is necessary to use new technologies and new strategies to innovate communication channels,enrich communication information,encourage communication members to participate,and comprehensively provide high-quality Excellent customer communication experience to promote the smooth development of marketing projects.This thesis summarizes the historical theoretical literature on effective communication,customer communication management and marketing project customer communication,and then takes the marketing project of company a,which is a representative of the real estate industry,as a case to analyze,investigate the problems of the company’s marketing project communication management in detail,and find the reasons and optimization strategies from the perspectives of information communication,communication channels and communication member management.Through the research on customer communication management of marketing project of company a,the conclusions are as follows:first,the three common problems affecting the effect of communication process in real estate marketing project are low communication reliability,long communication cycle and fast flow of communication members.Second,combined with the analysis of the communication model and the characteristics of real estate marketing projects,the main problems in the process of customer communication are the interaction of three factors:unclear communication information,single communication channel and non-standard management of communication members.Third,we can use big data collection technology to build a housing and customer information platform to enrich the communication content and effectively alleviate the impact of unclear information in the communication process.Through the linkage of social software and the application of VR and other video technologies to innovate communication channels and improve the timeliness and touch rate of communication.Adopting the method of formulating performance plan and Growth Incentive rules can effectively improve the enthusiasm of communication members,team stability and member satisfaction.The application of these communication improvement measures has significantly improved the communication efficiency and management level of customers,and can also serve as a reference for the communication management of similar marketing project companies in the industry.