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1、外文翻译-房地产营销 郑州轻工业学院毕业设计外文翻译 题 目 房地产营销 学生姓名孙钰雯 专业班级 经济学07-1 学 号 200706020136 院 系经济与管理学院 指导教师职称 冯阳(讲师) 完成时间 2011年03月10日 Marketing Real Estate Marking is the process of planning and executing the conception, pricing , promotion and distribution of ideas ,goods and services to create exchanges that satis
2、fy individual and organizational objections. The objective of this article is to describe marketing concepts as they apply to real estate, looking especially at the practices covered by real estate professionalsThe real estate broker deals both with sellers and prospective buyers of real estate .The
3、 brokers relationship with the seller involves obtaining properties to list.The dominant reasont that home sellers turn to real estate brokers rather than trying to sell their property on their own are because they need technical assistance and are hesitant to take risks. Many have difficulty making
4、 a decision as to the price to ask and want advice in preparing their homes for showing.The seller also needs assistance in obtaining mortgages for prospective buyers and in making contact with potential buyersStatistics indicate that home owners who try to sell for themselves are often not successf
5、ul. They also show that sales completed by the owners themselves often are at a lower price than with an agent, possibly due to the sellers lack of bargaining or appraisal skills. Since a prospective buyer may hesitate to tell a homeowner her reasons for rejecting the property, the owner may not get
6、 the feedback that an agent could obtain. Sometimes these comments can be used effectively to improve the property for future showing.Minor paint damage, pets in the house,or other factors can often be easily corrected and may make a significant difference. The agent is trained to screen prospective
7、 buyers, when the homeowner selling on her own would be subject to visits of people who are just looking or possibly even persons evaluating the house for future burglary. Finally, when a buyer is found, the inexperienced seller may execute an invalid contract that dose not protect against potential
8、 problem. Research indicates that about five out of fix home buyers come into contact with a broker in the buying process. 1.Promotion Selling is aided by promotion, which includes activities such as advertising, public relations, holding open house, and distributing brochures or publications. These
9、 activities help present the brokers products or professional abilities to prospective purchasers or sellers and to the public in general. Brokers who concentrate on residential properties will have different promotion strategies from brokers who emphasize commercial or farm real estatePromotion is
10、an important part of the real estate brokers effort, just as marketing is part of any business effort. As such, it requires a strategy, a budget, planning, and controls, all as integral parts of the brokerage operation. Strategy considers what the broker has to sell and who the potential customers w
11、ill be. It also considers the constraints of resources available, such as number of salespeople and financial resources, as well as the resources of competitors. Thus, strategy involves factors external to the operation as well as internal aspects. Sometimes promotion is used as a device to mislead
12、by providing improper or insufficient information; however, research has shown that misleading promotion usually dose the advertise more harm than good. Promotion should be better utilize as a method of providing information to prospective buyers to help them make good purchases. 2.Advertising Real
13、estate advertising can be classified according to its objective or the medium used.Understanding each of theses factors help one select a good advertising strategy and implement it successfully: 1Kinds of Advertising and Their Objectives Advertising can be classified as specific advertising, name ad
14、vertising, and institutional advertising. Specific advertising promotes individual parcels of real estate or particular related services. The objective is to sell or rent a specific property described in the ad or to secure customers for the brokers services. Specific advertising usually appears in
15、newspapers, brochures, or flyer. The second category is named advertising. The purpose of name advertising is to display the name of the firm before the public. This advertising aims to enhance the firms reputation and image in the eyes of potential home buyers or sellers. Newspaper advertising can
16、accomplish this goal, as can radio or television announcements, billboards, office signs, or activity news item in newspapers. Institutional advertising has as its objective the creation the creation of a favorable public opinion toward the real estate brokerage business. It is intended to influence
17、 public opinion so that potential sellers or buyers will select a broker rather than sell or buy on their own. Membership or other fees provide the funds to support much of todays institutional advertising. 2Advertising Media Newspapers are the most widely used medium for advertising by real estate
18、brokers. They are used to implement specific, name, and institutional advertising. Classified advertising in newspapers is used primarily for specific advertising of property, but the ads also are designed for name advertising. Brokers group their specific listings into attractive arrangements not o
19、nly to exhibit their available listing, but also to place their names attractively before the public. A seller in the process of selecting a broker often looks in the classified section of the local newspaper to choose a broker who uses attractive advertising. Thus, the specific ads also act as name
20、 advertising. Since potential buyers are interested in up-to-the-minute information on available property, the daily newspaper serves the broker well. Sunday newspaper tend to carry a greater number of listings, since the local potential buyers often have more leisure time to carry out their search
21、on Sunday. In addition, out-of-town buyers often look for real estate on weekends. Other advertising media suitable for real estate brokers ads are magazines, radio television, outdoor signs, booklets, home shows, and other displays. Industrial properties, rural estate, farm, or unusual properties a
22、re often advertised in nationally distributed specialty or trade magazines that reach particular groups of readers. Whereas newspapers have a short life, magazines often lie around and are read over a period of months in libraries, waiting rooms, and so forth. Signs, booklets, and display are primar
23、ily intended to bring the brokers name before the public. Real estate advertising is often positioned to provide notice to people who visit specific places such as motels, restaurants, or personnel departments of local industries. Some brokers maintain connections with a referral network of brokers
24、in other cities to get contacts with potential buyers before their families actually visit the community. Billboards, bus signs, and signs on real estate offices are common ways to reach the public For Sale and Sold signs on listed properties properties are one of the best means of providing name ad
25、vertising. These signs provide name advertising for the broker, as well as specific advertising for the individual house. Some communities have passed laws prohibiting Sold and/or For Sale signs on homes. The arguments for these laws have been based on the concepts of detracting from appeatance and
26、preventing panic selling. A Baltimore city sign ban was challenged in court. In 1981 the United States Supreme Court let stand a lower court ruling that the citys sign ban was unconstitutional. 3.Home Buyers 1Sources of Buyer Real estate brokers seek potential buyers from a number of sources. People
27、 moving to the area from other places,usually as a result of a change in job, provide an important source. Although advertising in local newspapers and listing in the yellow pages provide some contact with these people, many brokers count upon referrals through company personnel departments, banks,
28、and others. Some brokers also have arrangements with brokers in other cities. People selling their homes in one city provide early contacts when they let their broker know of their plans to move to another particular city. 2Qualifying Prospective Buyers Prospective buyers for real estate can be grou
29、ped into three categories: a. those who need a place to live; b. those who prefer a place different from their present ;c.those who are looking but not yet seriously interested. The constraints and motivations of buyers from each group will be different. A large portion of those in the first group a
30、re moving from another area. For them the home selection process is affected by time requirements, since the family dose not want to be divided for a lengthy period. A frequent problem of these buyers is the inability to sell their currently owned property. These people need to find a satisfactory p
31、lace to live within cost and time constraints. The second group of potential buyers simply want to move to a different property, whether bigger, smaller, better located, or otherwise different. In this case, the prospective buyer can afford to inspect a number of alternative properties carefully ove
32、r a period of time while searching for a bargain or a property that meets all desires. In his case, the broker or salesperson can expect to spend more time and effort to conclude a transaction. The broker in either case should spend time to evaluate and qualify each prospective buyer carefully to se
33、rve the client better and to make the most efficient use of her own time. It dose not serve the best interests of either the client, the seller, or the broker to show properties not within the buyers price and need constraints. This dose not, however, preclude the possibility the possibility that pr
34、ospective buyers will change their constraints. The possibility should always be kept in mind. In almost all cases, one or more of their desires will have to be set aside as the available alternatives are considered. Frequently, buyers will learn early that their monetary limits were too low for the
35、 quality of home desired. Also, their specifications may change as they of property that will meet the clients needs by asking questions. The following information is needed to evaluate a prospective clients needs and qualifications: a.Name,address, and telephone number. b.Business address and telep
36、hone number.c.Desired price range for property. d.Address of present property owned and whether it is presently for sale or will need to be sold before buying another home. e.Money available for a down payment, family income, and desired monthly payment.f.Marital status and family size.g.Type of hom
37、e desiredsize, style, and locationh.Reasons for moving.i.How long client has been looking.j.Why client came to this brokerage officeOnce this analysis of the buyer has been completed, the salesperson can make plans and formulate a strategy to serve the buyers interest and also to plan the most effic
38、ient use of her own time. 房地产营销 市场营销是一个企划与实施的过程,在这一过程中,对理念、产品和服务进行创意、定价、促销和推广,目的是促成交易实现个人或者组织的目标。本文旨在阐明应用于房地产的营销理念,着重关注房地产市场专业人士的操作实务。 房地产经纪人与房地产的买卖双方进行接洽。经纪人需要从卖主那里得到房源信息。买方请房地产经纪人代理而不是自己操办的主要原因,一是需要经纪人的专业协助;二是不愿意承担风险。比如,许多卖家可能在定价上难以抉择,或是在如何布置房子以便展示等问题上需要专业意见。而在为买家申请抵押贷款或是与潜在购买者联系时,卖方也需要经纪人的协助。 数据表
39、明,那些自主交易的卖方往往并不成功。与那些通过中介机构卖房的人相比,自己完成交易的售价一般较低,这可能由于卖方自身不擅于讨价还价或是缺乏估价的技巧。潜在的购买者可能不会将拒绝购买物业的原因告诉业主,由此业主就得不到相关信息的反馈,而中介机构则不然。有时这些反馈信息将有助于改进物业未来的展示,如微小的粉刷磨损,家养宠物,或是其他因素都易于纠正,而(纠正后)房屋的状况则大为改观。经纪人受过专业培训,能够有效筛选潜在的购买者,而自己卖房的卖方则可能会困扰于接待那些只是来参观房子或是有意入屋行窃者的麻烦。最后,当确定了购买者,无经验的卖方可能会签订一份无效或是缺乏抵抗潜在风险能力的合同。调查表明大约六
40、分之五的买房者在购买过程中会与经纪人合作。 1.促销 促销包括广告宣传、公共关系经营、样板房展示,宣传册或出版物发放等一系列活动,这些均有助于销售。同时,这些活动也将帮助房地产经纪人向未来的卖主、买主或者普通大众展示他们的产品和专业技能。专营居住物业的经纪人的营销策略会不同于那些主攻商业或农业物业的经纪人。 促销时房地产经纪人工作的一个重要部分,正如市场营销之于公司。由此,它需要战略规划、预算、计划和控制,这一切构成了经济活动的整体。战略规划用以明确卖点是什么,目标客户是哪些人;它还需要考虑现有资源有哪些限制,如销售人员数量、融资渠道以及竞争对象等等。可以说,战略规划是将内外部因素进行整合考虑
41、的活动。 但是,研究表明,若提供的信息不准确或不充足,促销活动将(对消费者)会产生误导。事实表明,这对卖方(广告者)是弊大于利。促销最好是作为一种向潜在购买者提供信息的手段,以助其买到理想的物业。 2.广告 房地产广告可根据其目标或借助媒介进行分类。对其每个要素充分了解将有助于我们选择合适的广告策略且成功加以实施。 1广告的种类和目标 广告可分为特定(物业)广告、(公司)形象广告和行业广告三种。特定(物业)广告推销个别房地产及相关服务,其目的在于出租或出售广告中的某宗物业或是向消费者推销房产经纪人的服务。特定(物业)广告经常出现在报纸、宣传册或单页广告上。 第二种是(公司)形象广告。其目的在于
42、向公众展示公司的名称,通过广告提升潜在卖家与买家心目中的公司名誉和形象。正如可以用广播、电视、广告牌、办公楼杂志、报纸上有关公司活动的报道作公司形象广告一样,报纸广告也可以达到相同的目的。 行业广告的主要目的是树立房地产经济行业的良好形象。通过影响公众的印象,使卖方或买方会选择房地产经纪人代理而非自主交易。而资助行业广告的资金主要来源于行业协会或是其他经费。 2广告媒介 报纸是房地产经纪人最常用的广告媒介,它可以用于投放特定广告、形象广告和行业广告。报纸上的分类广告主要刊登特定物业广告,但也可以用于形象广告。经纪人对特定房源名单的花哨排布,不仅仅是为了向公众展示已有的物业信息,更为了吸引他们的
43、眼球。一个卖家在选择中介人的过程中,会浏览当地报纸的分类信息区,从中选择一个刊登了具有吸引力广告的中介人。因此,特定(物业)广告实际上也扮演了形象广告的角色。 由于潜在购买者对于既存物业的即时信息尤为关注,日报则十分符合经纪人的要求。而周日出版的报纸刊登的物业信息量一般较大,因为当地的潜在购买者一般在周末才有空进行调查。另外,郊外的购买者也常常在周末四处寻访物业。 适用于房地产广告的其他媒介包括:杂志、广播、电视、户外标示牌、小册子,房展或是其他展示等等。工业物业、农业物业或其他特殊物业则通常在全国发行的专门出版物或针对某些特定群体的贸易杂志上刊登广告。报纸的保存期一般较短,杂志则可以在图书馆
44、、候车室等场所放置,供人翻阅数月。而标示牌、宣传册和各种展示主要是为了向公众宣传经纪人的公司名称。 房地产广告常被放置在诸如汽车旅馆、饭店或当地公司的人事部门等特定的场所,以期吸引来访者的注意。一些经纪人还通过信息传送网络与其他城市的经纪人保持联系,这样就可以在那些家庭家庭还未迁入本市之前就与他们获得联系。 广告看板,公共汽车标志以及房地产机构外的标示牌也是面向公众的手段。 在待售物业外挂出“正在销售中”或“出售”的标志是进行形象广告的最佳办法之一。这些标志不仅仅为经纪人做形象广告,还能有效地促销特定的房地产。 一些社区已经立法禁止在物业外标示“正在销售中”或“出售”字样,提出这些法规主要是基
45、于诸如“影响外观”,“防止销售恐慌”等观点。巴尔的摩市的标志禁令就曾在法庭上引发争论。1981年美国的高等法院发布下级法院规定的标志禁令是不符合宪法的。 3.购房者 1客户来源 房地产经纪人通过一系列的渠道获得潜在客户。人们通常由于换工作而迁居,这是主要的客户来源。尽管,地方报纸的广告以及黄页上的目录可以让房地产经纪人与这些人(买主)取得联系,许多房地产经纪人还利用公司人事部、银行以及其他渠道作为买家的来源。有一些经纪人还与其他城市的经纪人达成协议。当人们在一个城市卖房时,他们会告知经纪人他们前往另一个城市的计划,这样就可以尽早与目的地城市的经纪人取得联系。 2潜在客户的筛选 房地产的潜在客户
46、分为以下三类:需要寻找居住地的人;想要改变当前居住环境的人;正在寻找房子但并非特别感兴趣的人。各个群体的要求与动机各有不同。第一个群体的大部分人是从异地搬迁来的,对他们而言,由于不愿使家庭受长期分离之苦,住房选择的过程会受到时间的限制。这些购房者最常见的问题在于原有物业难以出手。他们急于在有限的成本与时间下寻找满意的住所。 第二类购房者仅仅是想要搬迁到一个不同的住所,可能较大,可能较小,可能需要更好的区位抑或是寻求其他不同。指这种情况下,潜在购房者能够在一段时间内仔细比较不同的物业,以便讨价还价或找到满足所有的物业。在这种情况下,房地产经纪人或是销售代理人就要花更多的时间与精力来完成交易。 每
47、一种情况下,经纪人需要花时间仔细评估和审查每个潜在购房者以便更有效地利用客户时间并更好地为客户服务。如果寻找的物业不符合购房者价格及需求上的要求,就无法实现客户、卖房者或是经纪人的利益最大化。但是,并不排除潜在购房者会改变其要求的可能性,这一点要时刻牢记。当存在一宗替代物业时,几乎所有购房者会改变一个或者若干个原有要求。买房者通常会提早发现他们的支付能力不足以负担其期望购买的物业。同样,当他们进一步了解物业情况时,他们的要求也可能发生改变。经纪人须通过询问问题确定每个客户的来源以及能够满足其需求的类型。以下信息可用以评估潜在客户的需求及资格: 姓名、地址和电话号码;公司地址和电话号码;物业的期望价格范围;现有物业的地址,是否挂牌在售、是否在买进另一宗房产前出售;首付款是否落实,家庭收入和期望的月付水平;婚姻状况和家庭规模;期望的物业类型(面积、式样和区位);搬迁理由;客户的寻访时间已有多久;客户寻找经纪人的原因。 这些分析一旦完成,销售代理人就可以制定计划,进行构想,以满足客户的利益要求,并最有效地利用客户时间。
