外文翻譯--房地產(chǎn)營銷

1、<p><b>　　鄭州輕工業(yè)學(xué)院</b></p><p><b>　　畢業(yè)設(shè)計外文翻譯</b></p><p>　　題 目 房地產(chǎn)營銷 </p><p>　　學(xué)生姓名 孫鈺雯 </p><p>　　專業(yè)班級 經(jīng)濟(jì)學(xué)07

2、-1 </p><p>　　學(xué) 號 200706020136 </p><p>　　院 系 經(jīng)濟(jì)與管理學(xué)院 </p><p>　　指導(dǎo)教師(職稱) 馮陽（講師） </p><p>　　完成時間 2011年03月10日 </p><p>　　Marketi

3、ng Real Estate </p><p>　　Marking 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 o

4、rganizational 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.</p><p>　　The

5、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 es

6、tate 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

7、 in preparing their homes for showing.The seller also needs </p><p>　　Statistics indicate that home owners who try to sell for themselves are often not successful. They also show that sales completed by the

8、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 rejecti

9、ng the property, the owner may not get the feedback that an agent could obtain. Sometimes these comments can be used effectively to improve the pro</p><p>　　1.Promotion</p><p>　　Selling is aided

10、 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 abil

11、ities 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 estat

12、e.</p><p>　　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

13、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 a

14、nd financial resources, as well as the resources of competitors. Thus, strategy involves </p><p>　　Sometimes promotion is used as a device to mislead by providing improper or insufficient information; howeve

15、r, 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 purchas

16、es.</p><p>　　2.Advertising</p><p>　　Real estate advertising can be classified according to its objective or the medium used.Understanding each of theses factors help one select a good advertisin

17、g strategy and implement it successfully:</p><p>　　(1)Kinds of Advertising and Their Objectives</p><p>　　Advertising can be classified as specific advertising, name advertising, and institutiona

18、l 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 broke

19、r's services. Specific advertising usually appears in newspapers, brochures, or flyer.</p><p>　　The second category is named advertising. The purpose of name advertising is to display the name of the fir

20、m 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 announ

21、cements, billboards, office signs, or activity news item in newspapers.</p><p>　　Institutional advertising has as its objective the creation the creation of a favorable public opinion toward the real estate

22、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

23、today's institutional advertising.</p><p>　　(2)Advertising Media</p><p>　　Newspapers are the most widely used medium for advertising by real estate brokers. They are used to implement specif

24、ic, 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 listi

25、ngs 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</p><p>　　Since potential buyers are intere

26、sted 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 leisur

27、e time to carry out their search on Sunday. In addition, out-of-town buyers often look for real estate on weekends.</p><p>　　Other advertising media suitable for real estate brokers' ads are magazines, r

28、adio television, outdoor signs, booklets, home shows, and other displays. Industrial properties, rural estate, farm, or unusual properties are often advertised in nationally distributed specialty or trade magazines that

29、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 </p><p&

30、gt;　　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 r

31、eferral network of brokers in other cities to get contacts with potential buyers before their families actually visit the community.</p><p>　　Billboards, bus signs, and signs on real estate offices are commo

32、n ways to reach the public. </p><p>　　"For Sale" and "Sold" signs on listed properties properties are one of the best means of providing name advertising. These signs provide name advert

33、ising for the broker, as well as specific advertising for the individual house.</p><p>　　Some communities have passed laws prohibiting "Sold" and/or "For Sale" signs on homes. The argumen

34、ts 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 C

35、ourt let stand a lower court ruling that the city's sign ban was unconstitutional.</p><p>　　3.Home Buyers</p><p>　　(1)Sources of Buyer</p><p>　　Real estate brokers seek potentia

36、l 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

37、 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

38、homes in one city provide e</p><p>　　(2)Qualifying Prospective Buyers</p><p>　　Prospective buyers for real estate can be grouped into three categories: a. those who need a place to live; b. thos

39、e 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 fi

40、rst 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 leng</p><p>　　The second group of potential bu

41、yers 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 ov

42、er 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.</p><p>　　The

43、 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 eit

44、her 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 the

45、ir constraints. The possibility should always be kept in mind</p><p>　　a.Name,address, and telephone number.</p><p>　　b.Business address and telephone number.</p><p>　　c.Desired pri

46、ce range for property.</p><p>　　d.Address of present property owned and whether it is presently for sale or will need to be sold before buying another home.</p><p>　　e.Money available for a down

47、 payment, family income, and desired monthly payment.</p><p>　　f.Marital status and family size.</p><p>　　g.Type of home desired(size, style, and location)</p><p>　　h.Reasons for mo

48、ving.</p><p>　　i.How long client has been looking.</p><p>　　j.Why client came to this brokerage office.</p><p>　　Once this analysis of the buyer has been completed, the salesperson

49、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.</p><p><b>　　房地產(chǎn)營銷</b></p><p>　　市場營銷是一個企劃與實(shí)施的過程，在這一過

50、程中，對理念、產(chǎn)品和服務(wù)進(jìn)行創(chuàng)意、定價、促銷和推廣，目的是促成交易實(shí)現(xiàn)個人或者組織的目標(biāo)。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(shí)務(wù)。</p><p>　　房地產(chǎn)經(jīng)紀(jì)人與房地產(chǎn)的買賣雙方進(jìn)行接洽。經(jīng)紀(jì)人需要從賣主那里得到房源信息。買方請房地產(chǎn)經(jīng)紀(jì)人代理而不是自己操辦的主要原因，一是需要經(jīng)紀(jì)人的專業(yè)協(xié)助；二是不愿意承擔(dān)風(fēng)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

51、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(jì)人的協(xié)助。</p><p>　　數(shù)據(jù)表明，那些自主交易的賣方往往并不成功。與那些通過中介機(jī)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(jī)構(gòu)則不然。有時這些反饋信息將有助于改進(jìn)物業(yè)未來的展示，如微

52、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(jì)人受過專業(yè)培訓(xùn)，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(dāng)確定了購買者，無經(jīng)驗(yàn)的賣方可能會簽訂一份無效或是缺乏抵抗?jié)撛陲L(fēng)險能力的合同。調(diào)查表明大約六分之五的買房者在購買過程中會與經(jīng)紀(jì)人合作。</p><p><b>　　1.促銷</b>&

53、lt;/p><p>　　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(jì)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(jì)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(jì)人。</p><p>　　促銷時房地產(chǎn)經(jīng)紀(jì)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(yù)算、計劃和控

54、制，這一切構(gòu)成了經(jīng)濟(jì)活動的整體。戰(zhàn)略規(guī)劃用以明確賣點(diǎn)是什么，目標(biāo)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(jìn)行整合考慮的活動。</p><p>　　但是，研究表明，若提供的信息不準(zhǔn)確或不充足，促銷活動將（對消費(fèi)者）會產(chǎn)生誤導(dǎo)。事實(shí)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)。<

55、;/p><p><b>　　2.廣告</b></p><p>　　房地產(chǎn)廣告可根據(jù)其目標(biāo)或借助媒介進(jìn)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(shí)施。</p><p>　　(1)廣告的種類和目標(biāo)</p><p>　　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

56、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(fèi)者推銷房產(chǎn)經(jīng)紀(jì)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。</p><p>　　第二種是（公司）形象廣告。其目的在于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(yù)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(dá)到相同的目的。</p><

57、p>　　行業(yè)廣告的主要目的是樹立房地產(chǎn)經(jīng)濟(jì)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(jì)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(fèi)。</p><p><b>　　(2)廣告媒介</b></p><p>　　報紙是房地產(chǎn)經(jīng)紀(jì)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)

58、廣告，但也可以用于形象廣告。經(jīng)紀(jì)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(dāng)?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(shí)際上也扮演了形象廣告的角色。</p><p>　　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(jì)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?yàn)楫?dāng)

59、地的潛在購買者一般在周末才有空進(jìn)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)。</p><p>　　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(biāo)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)物業(yè)或其他特殊物業(yè)則通常在全國發(fā)行的專門出版物或針對某些特定群體的貿(mào)易雜志上刊登廣告。報紙的保存期一般較短，雜志則可以在圖書館、候車室等場所放置，供人翻閱數(shù)月。而標(biāo)示牌、宣傳冊和各種展示主要是為了向公眾宣

60、傳經(jīng)紀(jì)人的公司名稱。</p><p>　　房地產(chǎn)廣告常被放置在諸如汽車旅館、飯店或當(dāng)?shù)毓镜娜耸虏块T等特定的場所，以期吸引來訪者的注意。一些經(jīng)紀(jì)人還通過信息傳送網(wǎng)絡(luò)與其他城市的經(jīng)紀(jì)人保持聯(lián)系，這樣就可以在那些家庭家庭還未遷入本市之前就與他們獲得聯(lián)系。</p><p>　　廣告看板，公共汽車標(biāo)志以及房地產(chǎn)機(jī)構(gòu)外的標(biāo)示牌也是面向公眾的手段。</p><p>　　在待售物

61、業(yè)外掛出“正在銷售中”或“出售”的標(biāo)志是進(jìn)行形象廣告的最佳辦法之一。這些標(biāo)志不僅僅為經(jīng)紀(jì)人做形象廣告，還能有效地促銷特定的房地產(chǎn)。</p><p>　　一些社區(qū)已經(jīng)立法禁止在物業(yè)外標(biāo)示“正在銷售中”或“出售”字樣，提出這些法規(guī)主要是基于諸如“影響外觀”，“防止銷售恐慌”等觀點(diǎn)。巴爾的摩市的標(biāo)志禁令就曾在法庭上引發(fā)爭論。1981年美國的高等法院發(fā)布下級法院規(guī)定的標(biāo)志禁令是不符合憲法的。</p><

62、;p><b>　　3.購房者</b></p><p><b>　　(1)客戶來源</b></p><p>　　房地產(chǎn)經(jīng)紀(jì)人通過一系列的渠道獲得潛在客戶。人們通常由于換工作而遷居，這是主要的客戶來源。盡管，地方報紙的廣告以及黃頁上的目錄可以讓房地產(chǎn)經(jīng)紀(jì)人與這些人（買主）取得聯(lián)系，許多房地產(chǎn)經(jīng)紀(jì)人還利用公司人事部、銀行以及其他渠道作為買家的來源

63、。有一些經(jīng)紀(jì)人還與其他城市的經(jīng)紀(jì)人達(dá)成協(xié)議。當(dāng)人們在一個城市賣房時，他們會告知經(jīng)紀(jì)人他們前往另一個城市的計劃，這樣就可以盡早與目的地城市的經(jīng)紀(jì)人取得聯(lián)系。</p><p>　　(2)潛在客戶的篩選</p><p>　　房地產(chǎn)的潛在客戶分為以下三類：①需要尋找居住地的人；②想要改變當(dāng)前居住環(huán)境的人；③正在尋找房子但并非特別感興趣的人。各個群體的要求與動機(jī)各有不同。第一個群體的大部分人是從異地

64、搬遷來的，對他們而言，由于不愿使家庭受長期分離之苦，住房選擇的過程會受到時間的限制。這些購房者最常見的問題在于原有物業(yè)難以出手。他們急于在有限的成本與時間下尋找滿意的住所。</p><p>　　第二類購房者僅僅是想要搬遷到一個不同的住所，可能較大，可能較小，可能需要更好的區(qū)位抑或是尋求其他不同。指這種情況下，潛在購房者能夠在一段時間內(nèi)仔細(xì)比較不同的物業(yè)，以便討價還價或找到滿足所有的物業(yè)。在這種情況下，房地產(chǎn)經(jīng)紀(jì)人

65、或是銷售代理人就要花更多的時間與精力來完成交易。</p><p>　　每一種情況下，經(jīng)紀(jì)人需要花時間仔細(xì)評估和審查每個潛在購房者以便更有效地利用客戶時間并更好地為客戶服務(wù)。如果尋找的物業(yè)不符合購房者價格及需求上的要求，就無法實(shí)現(xiàn)客戶、賣房者或是經(jīng)紀(jì)人的利益最大化。但是，并不排除潛在購房者會改變其要求的可能性，這一點(diǎn)要時刻牢記。當(dāng)存在一宗替代物業(yè)時，幾乎所有購房者會改變一個或者若干個原有要求。買房者通常會提早發(fā)現(xiàn)他

66、們的支付能力不足以負(fù)擔(dān)其期望購買的物業(yè)。同樣，當(dāng)他們進(jìn)一步了解物業(yè)情況時，他們的要求也可能發(fā)生改變。經(jīng)紀(jì)人須通過詢問問題確定每個客戶的來源以及能夠滿足其需求的類型。以下信息可用以評估潛在客戶的需求及資格：</p><p>　?、傩彰⒌刂泛碗娫捥柎a；②公司地址和電話號碼；③物業(yè)的期望價格范圍；④現(xiàn)有物業(yè)的地址，是否掛牌在售、是否在買進(jìn)另一宗房產(chǎn)前出售；⑤首付款是否落實(shí)，家庭收入和期望的月付水平；⑥婚姻狀況和家庭規(guī)