Communication activities take place actively. A lot of communication activities (opening sales, promotions, house sample opening ceremony, events to attract customers to visit the project and gain actual experience…) have been carried out as the project promotion activities.
Messages fit directly with customers’ preferences. Currently, target customers of most of the projects in the real estate market are young couples (8x generation) with medium income. Therefore, the selling points of the projects (price, payment terms, facilities) are quite consistent with their characteristics and demand.
Abundant but unfocused selling points make it hard to impress customers. There is no obvious difference between messages of projects. Messages can’t make any impression and don’t have any unique or new content.
The communication materials are not invested thoroughly. POSM are still sketchy. Many projects haven’t websites, making buyers confuse on information and have to seek information from intermediary sources.
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