房地产营销-毕业论文外文翻译

Marketing Real EstateMarking is the process of planning and executing the conception, pricing , promotion and distribution of ideas ,goods and services to create exchanges that satisfy 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 professionals.The real estate broker deals both with sellers and prospective buyers of real estate .The broker's 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 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 buyers.Statistics indicate that home owners who try to sell for themselves are often not successful. They also show that sales completed by the owners themselves often are at a lower price than with an agent, possibly due to the seller's 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 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 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 problem. Research indicates that about five out of fix home buyers come into contact with a broker in the buying process.1.PromotionSelling is aided by promotion, which includes activities such as advertising, public relations, holding open house, and distributing brochures or publications. These activities help present the broker's 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 estate.Promotion is an important part of the real estate broker's 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 will 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 factorsexternal to the operation as well as internal aspects.Sometimes promotion is used as a device to mislead 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.AdvertisingReal 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:(1)Kinds of Advertising and Their ObjectivesAdvertising can be classified as specific advertising, name advertising, 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 broker's services. Specific advertising usually appears in 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 firm's reputation and image in the eyes of potential home buyers or sellers. Newspaper advertising can 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 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 today's institutional advertising.(2)Advertising MediaNewspapers are the most widely used medium for advertising by real estate 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 only 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 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 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. Industrialproperties, rural estate, farm, or unusual properties are 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 primarily intended to bring the broker's 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 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 advertising. 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 "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 city's sign ban was unconstitutional.3.Home Buyers(1)Sources of BuyerReal estate brokers seek potential buyers from a number of sources. People 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, 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.(2)Qualifying Prospective BuyersProspective buyers for real estate can be grouped 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 are 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 place 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 carefullyover 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 serve 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 buyer's price and need constraints. This dose not, however, preclude the possibility the possibility that prospective 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 quality of home desired. Also, their specifications may change as they of property that will meet the client's needs by asking questions. The following information is needed to evaluate a prospective client's needs and qualifications:,address, and telephone number.b.Business address and telephone 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 home desired(size, style, and location)h.Reasons for moving.i.How long client has been looking.j.Why client came to this brokerage office.Once this analysis of the buyer has been completed, the salesperson can make plans and formulate a strategy to serve the buyer's interest and also to plan the most efficient 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。