外文翻譯房地產(chǎn)營銷（可編輯）

1、外文翻譯-房地產(chǎn)營銷 鄭州輕工業(yè)學院畢業(yè)設(shè)計外文翻譯 題 目 房地產(chǎn)營銷 學生姓名孫鈺雯 專業(yè)班級 經(jīng)濟學07-1 學 號 200706020136 院 系經(jīng)濟與管理學院 指導教師職稱 馮陽(講師) 完成時間 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. 房地產(chǎn)營銷 市場營銷是一個企劃與實施的過程,在這一過程中,對理念、產(chǎn)品和服務(wù)進行創(chuàng)意、定價、促銷和推廣,目的是促成交易實現(xiàn)個人或者組織的目標。本文旨在闡明應(yīng)用于房地產(chǎn)的營銷理念,著重關(guān)注房地產(chǎn)市場專業(yè)人士的操作實務(wù)。 房地產(chǎn)經(jīng)紀人與房地產(chǎn)的買賣雙方進行接洽。經(jīng)紀人需要從賣主那里得到房源信息。買方請房地產(chǎn)經(jīng)紀人代理而不是自己操辦的主要原因,一是需要經(jīng)紀人的專業(yè)協(xié)助;二是不愿意承擔風險。比如,許多賣家可能在定價上難以抉擇,或是在如何布置房子以便展示等問題上需要專業(yè)意見。而在為買家申請抵押貸款或是與潛在購買者聯(lián)系時,賣方也需要經(jīng)紀人的協(xié)助。 數(shù)據(jù)表

39、明,那些自主交易的賣方往往并不成功。與那些通過中介機構(gòu)賣房的人相比,自己完成交易的售價一般較低,這可能由于賣方自身不擅于討價還價或是缺乏估價的技巧。潛在的購買者可能不會將拒絕購買物業(yè)的原因告訴業(yè)主,由此業(yè)主就得不到相關(guān)信息的反饋,而中介機構(gòu)則不然。有時這些反饋信息將有助于改進物業(yè)未來的展示,如微小的粉刷磨損,家養(yǎng)寵物,或是其他因素都易于糾正,而(糾正后)房屋的狀況則大為改觀。經(jīng)紀人受過專業(yè)培訓,能夠有效篩選潛在的購買者,而自己賣房的賣方則可能會困擾于接待那些只是來參觀房子或是有意入屋行竊者的麻煩。最后,當確定了購買者,無經(jīng)驗的賣方可能會簽訂一份無效或是缺乏抵抗?jié)撛陲L險能力的合同。調(diào)查表明大約六

40、分之五的買房者在購買過程中會與經(jīng)紀人合作。 1.促銷 促銷包括廣告宣傳、公共關(guān)系經(jīng)營、樣板房展示,宣傳冊或出版物發(fā)放等一系列活動,這些均有助于銷售。同時,這些活動也將幫助房地產(chǎn)經(jīng)紀人向未來的賣主、買主或者普通大眾展示他們的產(chǎn)品和專業(yè)技能。專營居住物業(yè)的經(jīng)紀人的營銷策略會不同于那些主攻商業(yè)或農(nóng)業(yè)物業(yè)的經(jīng)紀人。 促銷時房地產(chǎn)經(jīng)紀人工作的一個重要部分,正如市場營銷之于公司。由此,它需要戰(zhàn)略規(guī)劃、預算、計劃和控制,這一切構(gòu)成了經(jīng)濟活動的整體。戰(zhàn)略規(guī)劃用以明確賣點是什么,目標客戶是哪些人;它還需要考慮現(xiàn)有資源有哪些限制,如銷售人員數(shù)量、融資渠道以及競爭對象等等?？梢哉f,戰(zhàn)略規(guī)劃是將內(nèi)外部因素進行整合考慮

41、的活動。 但是,研究表明,若提供的信息不準確或不充足,促銷活動將(對消費者)會產(chǎn)生誤導。事實表明,這對賣方(廣告者)是弊大于利。促銷最好是作為一種向潛在購買者提供信息的手段,以助其買到理想的物業(yè)。 2.廣告 房地產(chǎn)廣告可根據(jù)其目標或借助媒介進行分類。對其每個要素充分了解將有助于我們選擇合適的廣告策略且成功加以實施。 1廣告的種類和目標 廣告可分為特定(物業(yè))廣告、(公司)形象廣告和行業(yè)廣告三種。特定(物業(yè))廣告推銷個別房地產(chǎn)及相關(guān)服務(wù),其目的在于出租或出售廣告中的某宗物業(yè)或是向消費者推銷房產(chǎn)經(jīng)紀人的服務(wù)。特定(物業(yè))廣告經(jīng)常出現(xiàn)在報紙、宣傳冊或單頁廣告上。 第二種是(公司)形象廣告。其目的在于

42、向公眾展示公司的名稱,通過廣告提升潛在賣家與買家心目中的公司名譽和形象。正如可以用廣播、電視、廣告牌、辦公樓雜志、報紙上有關(guān)公司活動的報道作公司形象廣告一樣,報紙廣告也可以達到相同的目的。 行業(yè)廣告的主要目的是樹立房地產(chǎn)經(jīng)濟行業(yè)的良好形象。通過影響公眾的印象,使賣方或買方會選擇房地產(chǎn)經(jīng)紀人代理而非自主交易。而資助行業(yè)廣告的資金主要來源于行業(yè)協(xié)會或是其他經(jīng)費。 2廣告媒介 報紙是房地產(chǎn)經(jīng)紀人最常用的廣告媒介,它可以用于投放特定廣告、形象廣告和行業(yè)廣告。報紙上的分類廣告主要刊登特定物業(yè)廣告,但也可以用于形象廣告。經(jīng)紀人對特定房源名單的花哨排布,不僅僅是為了向公眾展示已有的物業(yè)信息,更為了吸引他們的眼球。一個賣家在選擇中介人的過程中,會瀏覽當?shù)貓蠹埖姆诸愋畔^(qū),從中選擇一個刊登了具有吸引力廣告的中介人。因此,特定(物業(yè))廣告實際上也扮演了形象廣告的角色。 由于潛在購買者對于既存物業(yè)的即時信息尤為關(guān)注,日報則十分符合經(jīng)紀人的要求。而周日出版的報紙刊登的物業(yè)信息量一般較大,因為當?shù)氐臐撛谫徺I者一般在周末才有空進行調(diào)查。另外,郊外的購買者也常常在周末四處尋訪物業(yè)。 適用于房地產(chǎn)廣告的其他媒介包括:雜志、廣播、電視、戶外標示牌、小冊子,房展或是其他展示等等。工業(yè)物業(yè)、農(nóng)業(yè)