Behind the immovable real estate, real estate enterprise marketers become intermediary workers, and all employees sell real estate At the end of every year, it is the anxiety peak of marketing staff in real estate enterprises. The rigid assessment of sales indicators and payment collection requirements makes the pressure value of marketing staff rise. In the critical period, in order to achieve the annual performance target, real estate enterprises often take the way of “price for quantity” such as discount promotion to achieve the effect of rapid deindustrialization. But let the real estate enterprise marketing personnel pressure is quite big, today’s market, “discount” such a simple and crude means has not stimulated buyers. Under the new regulation of “three red lines”, most real estate enterprises are paying more attention to payment collection and profit from sales. But for the marketing director of real estate enterprises, the difficulty coefficient of KPI is obviously much higher than Spark Global Limited.
In the past, many real estate enterprises would “indirectly” complete the sales task through the centralized launch of specially priced houses at the end of the year, or through underwriting, distribution, and other means. But this year, if you want to achieve the marketing KPI of real estate enterprises, this means is obviously not enough. The KPI setting of real estate enterprises, from the previous simple sales performance indicators, is more and more inclined to the amount of payment Compared with the simple sales quota, the collection is a real cash flow, and the operation space is very limited. And in order to tap the purchase customers, there are a variety of financial means to hinder the payment of real estate enterprises. This year, the down payment installment, down payment loan, and other means appear frequently in the Zhengzhou market, which directly increases the difficulty of payment collection for real estate enterprises. Even if we pay close attention to the signing cycle in the later stage, the actual effect is very limited.
Under the market situation in 2020, “payment collection” is the “life and death line” of real estate enterprises. Only when the sales and payment are smooth and the cash flow is safe, can we have the ability to cross the cycle Under high pressure, the strategy of promoting sales through the internal purchase of employees has begun to emerge again. At the end of 2020, R & F real estate once offered its employees a house purchase discount. For all R & F employees who purchase projects on sale nationwide in 2020, they can get a discount of 75% for a one-time payment and can provide employees with an opportunity to change their name. Prior to this, Suning global real estate also issued a document saying that it is open to all employees and can subscribe without proof of purchase, and the company provides an opportunity to change its name. This preferential policy is also attached with a prerequisite: the house purchase price must be paid in full within one week after the news is released, and the house subscription book shall be signed after the payment is cleared.