Article overview: As the company's business grows, the requirements for internal management are getting higher and higher, and a unified data decision-making platform is urgently needed for data reporting and decision-making. For real estate enterprises, the marketing system is an important part of the data decision-making platform, so what are the key indicators in the construction of the real estate enterprise marketing analysis system? This paper analyzes this in detail. The article comes from FanRuan software and is processed by the author.
Introduction of Fanruan Software: Fanruan Software Company is a company specializing in the research and development of report software products and business intelligence products, providing report software and business intelligence products and overall application solutions.
Business indicators
The key indicators of enterprise operation often reflect the operation of the enterprise, which is also what the leadership cares most about. Establish a set of operation mechanisms that meet the needs of the market, so that the enterprise can timely understand relevant information, adjust the product structure in a timely manner, and continuously meet the needs of the market. own competitiveness. The enterprise production and operation status evaluation and early warning control system is to continuously measure, monitor and pre-alarm through the economic operation of the enterprise, and display whether the current economic operation of the enterprise is normal and whether there is a potential crisis in the future, so as to achieve the purpose of pre-alarming and monitoring the enterprise. It enables business operators and higher authorities to have a good grasp of the economic operation of the business, and to discover and solve problems in a timely manner. We can analyze the operation of the enterprise from the market angle, the financial angle and the comprehensive performance evaluation, so as to reveal the problems in the enterprise operation and provide the way to create value. Reports related to this are:
business performance appraisal
The group evaluates and scores the project companies according to the operation performance evaluation indicators, and ranks the project companies by their total scores, and gives a scientific evaluation of the operation status of the project.
Scope of Analysis: Project Company
Analysis angle: project company, time (year, quarter), project (phase)
Explanation of the sample form: This report is mainly for each project company, and the group company conducts a unified assessment. For key indicators (expected profit, sales revenue, cost control, cost control), they are scored according to different weights, and automatically calculated according to the rules. The total score of the project company is used as one of the assessment items.
Sales overview
Sales day analysis
Analysis scope: project company, area, group
Analysis angle: project company, area, time, business type, real estate
Analysis indicators: total amount, total number of sets, direct-signed contract amount, direct-signed contract sets, agreement amount, agreement-to-contract amount, agreement-to-contract set
Analysis period: day
Analysis content: Analysis of the group's sales contracts on the day. Situation of direct signing contract on the same day, situation of agreement on the same day, situation of contract transfer from agreement on the same day. According to the contract situation on the day, the TOP (N) ranking of the contract amount and the number of contracts contracted on the day within the group is carried out.
Remarks: The status of subscription can be understood as an agreement, and the signing order can be understood as a contract.
Sales Month Analysis
Analysis scope: project company, area, group
Analysis angle: project company, area, time (year, quarter, month), business type, real estate
Analysis indicators: contracted sales, withdrawn sales (cumulative this month and this year as of the current day)
Analysis content: According to the level of group-area-project company, it can be penetrated and viewed step by step, and at the same time, different dimensions can be switched to analyze and view the current month's cumulative sales and this year's cumulative sales.
Property Analysis
This part mainly refers to the multi-dimensional analysis of geographical development space: comprehensive population and housing conditions and distribution, government planning, and transportation status distribution information. Through aggregation and hierarchical description, the popular and hot-selling high-end villas, high-, medium-, and low-end apartments and HOS in the region can be counted, and at the same time, it can also find out which properties in the region are not popular or have shortcomings.
Analysis of incoming and outgoing customers
Scope of Analysis: Project Company
Analysis angle: real estate, area, cognitive approach, time
Analysis indicators: number of calls, number of visits, transaction rate
Analysis Period: Month
Analysis content: analyze the number of incoming calls, visits & transaction rates in different regions; analyze the number of incoming calls, visits & transaction rates from different understanding channels; analyze the number of incoming calls, visits & transaction rates at different times
Intentional customer characteristics analysis
Scope of Analysis: Project Company
Analysis angle: real estate, area, customer (cognitive path, age, income, occupation, education level), time, transaction type (transaction, untransaction)
Analysis indicators: house type demand, unit price demand, area demand
Analysis Period: Month
Analysis content: analyze the needs of different ages for unit type, unit price, and area; analyze the unit type, unit price, and area demand of different occupations; analyze the unit type, unit price, and area demand of different incomes; analyze the unit type, unit price, and area demand of different cognitive approaches.
Correlation analysis between marketing investment and sales execution
Scope of Analysis: Project Company
Analysis angle: real estate, time, transaction type (call to visit, sincere purchase, transaction)
Analysis indicators: marketing expenses, sales contract amount, transaction rate Analysis period: monthly
Analysis content: analyze the correlation between the marketing investment and sales signing of each real estate; analyze the correlation between the marketing investment and the transaction rate of each real estate;
Inventory Analysis
Analysis content:
Inventory status and goods value are analyzed in multiple dimensions such as regions, projects, installments, inventory status (released, unreleased, and pre-sale conditions reached), product type, and area segment.
Inventory destocking analysis based on regions, project launch plans, and sales
Display detailed information (area, value, status, etc.)
Analysis Period: Month
Key indicators: total saleable area, sold area, short-term saleable area, development area, total value of goods, value of goods sold
Monthly Operating Data
Analysis content: display the cumulative sales area, number of sets, and amount (received sales) and cumulative sales area, number of sets, and amount (received sales) by region and company Target ratio and deviation
Display the ranking of the sales amount (sales collection) of each company
Trend analysis of sales amount, area, number of sets (sale collection) (year-on-year, month-on-month)
Dynamic Display: Monthly Completion Rate, YTM Completion Rate, Annual Completion Rate
Static display: As of the month up to the previous month, YTM, the completion ratio of the whole year
Analysis Period: Month
Key indicators: current month's sales (payment collection) completion rate = current month's actual sales (payment collection) amount / current month's planned sales (payment collection) target
Accumulated sales (payment collection) completion rate = YTM cumulative sales (payment collection) amount/YTM planned sales (payment collection) target
Monthly sales (payment collection) deviation = current month actual sales (payment collection) amount - current month planned sales (payment collection) target
Cumulative sales (payment collection) deviation = YTM cumulative sales (payment collection) amount - YTM planned sales (payment collection) target
3.10 Project launch plan
Analysis content: at the beginning of the year, according to the progress of the project, the monthly launch plan of each project, the information of the next month's pre-launch products, the launch time, the number of sets, the area, the amount, and the average price)
Summary of the launch: Summarize the completion of the opening within one month after the project opens (product type, number of sales sets, area, amount, average price, completion rate)
Analysis Period: Month
Key indicators: product type, sales volume, area, amount, average price, and completion rate of launch in the current month
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