Profitable planning sets create housing wealth

Author: Yu Yingzheng
Publisher:
Publish Date: 2003-08-01
Features: The value of Gao lies in being an outsider. Given that this book includes many insightful ideas from world-class masters, the following text attempts to briefly outline how a real estate company's general manager can integrate planning and design into the entire strategic system from an outsider's perspective. The basic principles are derived from the traditional fields of new product design and marketing, but for real estate, they have a somewhat advanced connotation. Even now, many real estate company executives either treat planning and design units as construction teams or worship masters as deities. As the original driving force of development profits, planning and design will be presented in a practical manner in this book through numerous cases, helping Chinese real estate developers achieve success in the unpredictable market battles. Our goal is: to "design" a profitable residential product and marketing strategy for the identified priority real estate markets. We define "design" as: 1. Identifying the key benefits the residential project will provide to homebuyers; 2. Positioning these benefits relative to the project; 3. Developing tangible residential products, marketing strategies, and service policies to achieve these key benefits. We summarize the key benefits of the project into a noun—the core value system. This means the unique benefits the project provides to homebuyers, as well as the benefits required to meet or exceed those of competing projects. It must be simple and clear, able to intuitively highlight the basic characteristics of the project's strategy based on the benefits delivered to homebuyers. The core value system is the cornerstone of the marketing strategy's elements and the ultimate goal of planning and design. As the original driving force of development profits, planning and design will be presented in a practical manner in this book through numerous rich cases, helping Chinese real estate developers achieve success in the unpredictable market battles.