First, the industry trends
Chinese real estate market entered an unprecedented development in good time, but real estate market, lack of technical barriers to the operation, and large amounts of capital flock to the industry, competition in the real estate market has become fierce; room the high risk inherent in the property market, the future development of the real estate business put forward higher requirements, the entire real estate market bubble and facing the risk of re-shuffling. embodied in the following aspects:
large number of non real estate capital and foreign capital inflows;
many of the small fish in the project company;
blind large land bank;
appearance of prosperity in the market, prices were inflated;
large increase in supply, while the volume did not increase ;
scarce land resources;
national norms and constraints increase the intensity of the real estate market;
rational buyers return and raising the cost of individual customers;
needs of the market even more difficult to control; < br> So how large real estate companies to accurately grasp the pulse of the market and trends, how in the fierce competition in the market to consolidate their advantage and enhance the core competitiveness of enterprises, establish their own position of an aircraft carrier in the real estate sector, has become increasingly important and urgent.
the development of the real estate industry has been progressively from product-centric to a customer-centric shift period, is facing ones devour the small, fast fish eat slow fish of the competition. In this process, the key to winning business, including the following three important factors:
market competition is the key to who can win the grasp of more customer resources;
key to successful business management is to establish a sound management system and mechanism;
real estate project success is inseparable from the application of IT technology.
Second, enterprise information to create real estate company's core competitiveness of enterprise information
Why? information technology for the rapid development of large companies, is a fundamental solution Programme:
data resources can not be shared, poor access to inter-sectoral coordination, resulting in efficiency is not high;
traditional document record management mode, error-prone loss;
artificial statistical accounting, heavy work load and easy to error;
not conducive to the company leaders understand the department's work, affect the overall decision-making;
lack of effective control management, work flow of insufficient;
services are not standardized, customer satisfaction, low;
Enterprise lack of knowledge accumulation;
customer resource management and use of inadequate and caused huge loss.
and real estate (commodities) business characteristics: there is a lot of information before the sale of the complex process of exchange; real estate (production) Development features: the development itself is a complex communication process, therefore, the real estate industry is the industry most in need of information.
three problems of sales management, sales management
real estate real estate business has been more headache, and sales management is the most important real estate companies.
customer information rests in the hands of sales staff or in the hands of agents, real estate company does not grasp the customer's data and information, sales staff or agents of dependence is very strong, once the sales staff that also will be the loss of customer information, for the same agents, all of the sales process is limited by the agents, real estate companies can not informed of the latest factual information; < br> sales links can not be timely flow of information to the marketing planning department, planning department often marketing or advertising promotion can not really quantify the effect of the assessment, can only be judged by human feeling, causing a lot of input waste;
complexity of the sales process, often a problem when the problem can not be taken as a direct link or responsible;
real estate sales data for the speed is very slow, and the accuracy of the data have some errors, but there is human error;
four, from the source of real estate property sales management ideas
information technology master plan, distributed implementation;
services for the sales management system;
the introduction of advanced Customer Relationship Management CRM ;
real estate companies to fully consider the integration of other information systems.
from the source on the bottom from a technical marketing management system uses Web Service technology and XML technology, to ensure integration with other systems.
from
from the source system architecture on the three-tier structure, marketing and management system design, the interface layer, logic layer and data layer separation, and made three core database, data policy, from the perspective of the data to ensure the independence of core data, other systems to facilitate integration and sharing.
from the source from the master plan as the real estate industry on a professional manufacturer, over the years to give the real estate industry to provide a comprehensive solution, including associated with the marketing system include: customer service system, office automation systems, project properties display system, digital community systems, cost management systems, property management systems, enterprise portals, etc. from the source from the industry overall solution perspective, the marketing system and other systems the relationship between the overall planning and technology interface, in order to ensure future expansion requirements of the user.
from consultancy services provided to clients real estate information from the source of professional consultancy services, from general planning to provide full system implementation management consulting and services to ensure system to meet the business with existing systems and future requirements of the new building system integration, protection of business investment.
from the source from the industry co-operation in order to ensure the overall end-user applications, but also to software and other related companies within the industry to achieve internal and external information portal Enterprise integration and resource sharing, the overall system for the real estate companies to provide sales information and sales operations management support.
a system functional design, different from the traditional sales management system
from the source system is a marketing management CRM management thinking based on the real estate marketing system management system, he and the traditional marketing management system is essentially different:
1, stressed that the whole process of sales management;
2, stressed the ability to help real estate companies increase sales, shorten sales cycles, rather than simply a contract data record;
3, emphasized the support of sales management system, emphasizing full participation;
4, information support group flattening three-level management structure;
Group management (and large regional headquarters) level:
1. Group Management
2. Group Finance staff
3. Group administrator
branch management level
1. subsidiaries finance staff.
2. branch marketing staff
3. branch sales management personnel
4.
project management office system administrator level
1. Sales Manager, Sales Opportunity Management
a. team management
c.
b. Statistical analysis: tracking the sales process management and monitoring, providing a breakdown of the data analysis process also provides a customer or property the whole process of tracking sales; while the project may be daily, weekly, monthly, half year, annual sales, and details such as the analysis and management.
2. pin control personnel
a. sales leads
b. Sales Control
c. parking sales
d. lease management
3. scene Financial
sales process of the project or lease receivables management process in place, and the back section of data, comprehensive debt data processing and analysis;
4.
a. sales opportunity management of customer information
b. sales
d.
c. sales support system
e . My Home
Second, customer information
repeat customer input rule set: by customer name, phone number, ID number and other input fields to set the rules, entry clerk in advance to avoid the phenomenon of customers appear loaded single.
record and check customer information, customer complaints, suggestions, calls and other events, including basic information, contact, customer events, habits, family situation, occupational situation;
cognitive approach (or customer base), home information (including customers to buy real estate considerations and focus);
Survey: Support for each item questionnaire according to their custom, and system support for various graphics on statistical analysis of the questionnaire, the questionnaire also supports multiple sets of statistics analysis;
sales opportunities: the potential sales that the customer purchase and advance purchase required standards the company processes, to analyze the customers in the pre-purchase stage of easy sales managers and sales staff to take appropriate Marketing means to achieve the purpose of rapid turnover and other information.
three
sales leads sales leads is a room housing the main line of the sales process management, system provides a very clear process management, the complex real estate simplify the sales process.
1.
boot sales leads for its customers to purchase a variety of room real estate related matters, such as subscription, payment, mortgage, contract, returned room, etc.; guide customers to apply for rent-related matters, such as signing Interim Agreement, signed a formal contract, notification sent to stay.
structured management of projects, in order to form the image of the real estate table display room, display real estate, room sales status;
automatically generate the sales process guidance, and guide customers for purchase of various real estate related matters rooms, such as the internal sale, small set, calmed down, signed a contract to pay the down payment, pre-registration, completed the mortgage process, mortgage arrive, area making it up, stay informed, check, property processing, mortgage registration etc., in accordance with the process to complete the sales and service process of the modular process management;
customer transaction processing. support the check-out, wards, change the discount, termination, changed its name to the special sales transactions; record customer transactions for the sales process information;
way through my task is given to each property consultant should be completed within the same day the customer services, property consultant to facilitate the promotion of the transaction, reminders arrears, supervision and services, track the progress of affairs, and marketing activities for the time ;
quickly locate the room can be sold quickly look at the situation room sales processes which, control room sales status.
2.
sales report sales report is very comprehensive and provide a report tracking the sales process can be sold on the whole the details of the process every step of the monitoring, but also support the customer or a room for tracking, customers, rooms, mortgage, back section, an area of making it up, availability monitoring and analysis.
four control
control sales state of real estate sales of all the rooms; sale, including all the rooms in the state of the sales process, such as. can be sold, subscription, contract, retention, retention and other state model;
through the sale of state property control, the system can be intuitively see the current real estate sales, and in accordance with the status property to make arrangements for further work.
five sales team
my task
display and query the user's own task today, overdue tasks and future tasks, to remind the business staff;
customer scheduling
sales sales manager can schedule the tasks between the organization and customer resources, property consultant team formed between the flexible form teach and learn in the atmosphere, according to sales manager from time to time master sales, sales staff to give timely and effective support; provides the customer information sharing within the project and scheduling;
between the customer can be assigned
clerk some or all of the affairs agency and collaboration, the relationship between customers and business people are divided into three: the competent salesman (full ownership of customer information), information sharing (to look at customer information, but can not modify), business collaboration (which can look and modify customer information, customer information) to control of customer information to achieve sales.
class project collaboration between the project cities such as customer information and marketing strategies to share, sales managers can schedule and coordinate tasks between the project organization and client resources;
VI Marketing Management
marketing activities: management plans for marketing programs, channel and cost and other information, the implementation process and effects analysis;
competitive real estate:. managing real estate and competitive enterprise competitive information;
pricing of price adjustment: . real estate prices set according to the marketing department for a variety of factors such as the custom. floor, size, size, orientation, landscape, and the average price target according to various factors and repeated trial and adjustment, until the calculated and reasonable The price so far, for shops, offices equally well;
Discount Management: including the regular discounts, as discounts, promotional discount management, promotional discount management, including the specified time, specified in the room all sales discounts;
Advertising Management: including advertising management, media analysis; each advertising project centralized content management, through media analysis, analysis of the media turnover rate and input-output ratio, so that marketing planners and company executives to visually see media marketing performance.
seven, financial management, financial
initialization settings are set all kinds of financial information, such as currency exchange rates;
receivables management management sales process all of the collection business; < br> manage customer management mortgage mortgage arrive Services;
paying back the principal balance management manage customer billing services;
paper print invoices and receipts management and administration;
eight, members of management
Member Information : Owners of the membership information input and inquiries;
Member Activities: the activities of the owners will be planning, executive summary and feedback;
Rewards Program: a record and inquiry Membership points;
Integral management: set integration and management standards for various activities;
September, statistics
custom reports: Users can define their own statements and time range of statistical fields;
sales reports: Sales of the table, sales statistics accounting, sales list, selling Category summary table, etc.;
Rental Report: Daily rental, rent collection schedules, tenant list is about to expire, renewal schedule;
customer statements: customer data, customer classification schedule, Call customer list, contract schedule, mortgage arrive tables, area making it up reports, dunning notices, etc.;
real estate report: summary of available for sale real estate classified, real estate classification schedule;
financial statements: Receivables schedules, collections report, forecasting receivables statements, invoices management table, etc.;
other reports. Other types of statistical reports
statements best reflect the company's own personalized property management company thinking module, from the source statements system is designed with traditional software systems completely different design, the report draws on the advantages of hand-EXCEL, combined with the characteristics of computer reports, the report is divided into several types, to meet the enterprise business data in the analysis and decision support needs .
according to real estate information from the source characteristics of the Group launched a five statements:
general statements
general statements will meet the customer's hand on the original report of the full simulation EXCEL demand characteristics of such statements is one more report data, but also the contents of the very rich can be said that in business all-inclusive; such statements more in line with the characteristics of the report by hand, need to finally get a report on all the information you need to know.
class in the original report to meet customer demand for manual mode, in a transitional phase on-line system to use more, but can not make full use of the advantages of the computer reports to help managers more clearly a more systematic analysis of data, limited the managers to implement new management ideas, but also limits the ability of managers to creative thinking.
custom reports
custom reports in the computer report be an innovation, but this innovation with real users to help is very limited, these statements in a custom process is very complicated, the general manager can not be achieved, resulting in limited customization system, customer management and even software provider, and therefore it can not support the management of innovation the management of their enterprises, but also limits the manager's thinking.
analysis report of the financial statements is a common statement and a combination of custom reports new reports, he not only retains the advantages of general statements, while selection criteria through a simple drop-down way, to achieve a custom group data analysis, custom data, functions, and provides a space for innovative thinking, according to specific business change and development, and adopt a new perspective to analyze business information.
drill drill of the report of the report addresses many common data in the report, the expression can not clear the question of demand management, such statements related data through the connection, to ensure that the managers in complete control of business information at the same time, you can also link to see any of their business point of interest, to ensure the accuracy of management decision-making and accuracy.
graphical report is the most graphic report visual performance of a proportional relationship between the data and comparison between the statements, so that managers at a glance, that difference, that essence of the problem, and then more time on how to solve the problem.
ten, system management < br> character set
staff at all levels to set the role of business, according to the characteristics of the real estate business, according to the various business operations and management roles to be defined, according to the specific situation of each enterprise to set up and defined;
System log:
recording system operators of all operating procedures and information, ensure that malicious attacks and data system in the case of tampering can be well documented to ensure the system's data security and traceability;
function determine the role defined
related functions can operate; can be set in the functional definition of the function of the need for line of control points and function point to the relevant payment system role permissions.
user management
add, delete users, management of user information; user management system will be all kinds of marketing management personnel a clear definition of duties, role and position management.
rights management business set user role permissions, the permissions set mechanism is very flexible , according to the specific function of the user permissions set on any system interface can click on each link sufficient to ensure the safety and practicality of the system;
set parameters management system-related parameters such as line items, stages and so on. includes the entire system, the contents of each part of the parameters, the system parameter setting mode of operation with various companies have great relevance, but also the entire system is able to adapt to the current key management mode. So that part is the implementation of the focus, the implementation of the pre-market research also was extremely important, if not careful and complete research work will directly lead to the practicality of the system are affected. more specific system settings see the contents of the contents of the subsystem description. < br> customer value
one integrated system from the source system for real estate brokers to bring actual benefits
from the source of real estate is a complete integrated system architecture of the enterprise-level Web-based real estate customer relationships management system that will focus on rental, marketing and customer service, real estate companies to help build a unified customer resources, identify potential customers, shorten the rental period and reduce rental costs, expand business channels and standardize business processes scientific statistical analysis, identify customer value, improve customer satisfaction, build long-term customer relations system to achieve the enterprises to reduce costs, increase profits and expand market share in the long-term goals.
from the source of real estate is built from the source integration system corporate real estate industry has long been based on strong services, through the integration of best real estate companies think about the source of experience and deep understanding of integrated systems of real estate, real estate companies can really bring the following benefits:
improve customer Loyalty: The quality of services provided to customers, increase customer brand loyalty of the property, thereby enhancing the customer's repeat purchase rate, which allows the same client in the course of their lives many times in the home (such as the more valuable second time home buyers, home buyers and other children) during the repeat purchase of real estate brokerage firm agent;
fully tap the potential of customer value: the use of client brokerage firm focused on sharing resources and real estate resources, loss of customers from a project to dig a new the value to the customer needs and other project resources to achieve the re-match customer needs, improve the overall rental agency rates the project;
full use of customer information: the loss of customer needs through analysis and identification, with follow-up project resources brokers and rediscovering customer value, take the initiative to attract customer attention and increase the efficiency of sales and leasing;
loss of customer analysis: research and analysis of the reasons for customer churn, by taking measures to improve the rental and optimize the design of new development projects loss of means to attract customers, but also can avoid the same type of customers the loss for the same reason;
rich customer interaction means: through the adoption of a variety of technical means (including telephone, Email, face to face, WEB, mail, short messaging, mobile communications, etc.) allow customers to have more opportunities to advise and make recommendations for projects to enhance the customer's participation, and real-time, interactive real estate to collect customer comments, suggestions and demand information for the next marketing plan program design to provide strong reference and support;
strengthen the analytical basis: by maximizing from partners such as marketing agent, property management, and expand the sources of customer information, and integration of enterprise information resources, rich customer information resources so that enterprise customers demand more accurate analysis and judgments so that new projects in the planning, customer orientation and develop more targeted;
improve the management of grass-roots level of sales: through the development of relevant systems, such as incentives to promote sales through proactive provided, mining, sharing of customer information resources in order to attract potential loss of customers in other real estate transactions, thereby enhancing the Group's overall real estate rental rates and increase employee loyalty to the purpose;
raise the level of customer value analysis: strengthening the potential customers management and lower sales to determine customer value human subjective factors, objective and efficient analysis of the importance of customers to different customer transaction to take the chance of a targeted marketing strategies and tactics
customer credit management: customer credit analysis and management, can be targeted to provide related services and preferential policies in order to maximize the maintenance of customer relationships, identify customer value;
take full advantage of business intelligence: the use of full access to a variety of interactive channels customer information, in-depth and focused analysis of customer needs, market development and analysis of the enterprise to provide a reliable basis for decision-making;
time management and task management: the business people by strengthening the schedule is planned in the more for customer tracking, and continue to adjust according to changes in customer information customer contact strategies, improve customer focus to customer focus to increase rental opportunities and improve the efficiency of sales and leasing;
related products needs analysis: Analysis of customer behavior through , can be targeted to different customers with relevant products (parking, renovation program, membership cards, etc.) of the referral;
Data Mining: Analysis of customers in different time periods, different age distribution of consumer behavior to the different period of time customers of different ages to take a different marketing methods;
diversification of services: According to customer demand to provide customers with a variety of services (buying, leasing, investment), to provide the data room rental and real estate appreciation prospects Forecast data, expand business, create value for customers, but also add value to their own;
personalized service: In the corporate point of contact with customers of all detailed records on customer demand, the establishment of a unified customer information resources, so that the customers into the enterprise business processes in the face of the direct demand for its personalized service completely;
establish a brand image: To provide customers with quality products and services to developers in the eyes of customers to establish brand image, communication network using the customer's own image for the developers to do promotion and product marketing, in order to lower marketing costs for high-value customers;
improve customer service levels: a collection of customer call center and customer service center for rapid response to customer demand and provide better service measures;
Second, support for remote off-site company multi-level multi-project management framework
group, cross-regional, distributed business operations
the best solution for the group of companies, various cities in the country, in every city there are multiple projects while operating, but the main body of each city as a business, for specific projects to conduct a comprehensive sales management, and group sales information mainly for statistical and analytical , to regulate the sale of the Group's internal management system, does not directly interfere with the real business of the branch operation and management.
from the source of real estate in the design of integrated system design considerations from this group, cross-regional, distribution type operations approach to support multi-tier management structure and systems, such as group management level, a large regional headquarters, city offices, such as multi-project management, access control through the system real estate companies according to the actual needs of the various management levels custom management framework, the system architecture and the formation of the corresponding real business, all levels of system support to facilitate business operations and business management needs and individual needs.
from the source real estate information integration system uses a centralized management model, that is, the group establishment of corporate headquarters data center, centralized management of enterprises and projects in all geographical markets, sales and customer service information. This model not only effectively solves the cross-regional, distributed business operations, information management issues facing, but also for corporate management management and decision-making to bring the following advantages:
centralized management of information management will help to achieve flat, reduce operating costs and save human resources, enhance the profitability of the business;
centralized management of enterprise data center business data, you can directly reduce system maintenance costs and maintenance difficulty;
all business information and customer resources are no longer isolated to scattered within the various business units or sales in the hands, but can range in the whole group to share and promote timely, so benefit brokers and clients on business information resources integration, analysis and optimization;
anytime, anywhere management of the business decision-makers a comprehensive and accurate grasp of business information and customer resources, direct-depth understanding of enterprise business process level, not only help solve problems specific matters, to respond rapidly to market changes, but also help provide a scientific basis for decision-making;
help replicate successful projects within the group experience in effectively and efficiently to avoid duplication of the lessons of failed cases;
around branch of the group sales management system specifications, in accordance with the actual characteristics of each region, the sales management business for personalized management to ensure a flat information management, distributed operations.
Third, accelerate the sales process and shorten the sales cycle
from the source system is not only concerned about the integration of real estate clients have been traded, more concerned about the use of client resources are not traded;
from the source system is more concerned about the integration of real estate sales process management and collaboration to achieve increased sales turnover rate, shorten the sales cycle, increase sales capacity;
concern pre-integrated system from the source of real estate, sales and after-sale service and increase customer satisfaction, generate more customer referrals and the second purchase, enhance the corporate brand ;
from the source system integration, customer focus of real estate acquisition and management of comprehensive information to facilitate personalized services to customers while increasing business-to-market objective analysis and prediction, the overall improvement of business from sales and service differentiation capacity.
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