1、中文3100字 郑州轻工业学院 毕业设计外文翻译 题 目 房地产营销 学生姓名 孙钰雯 专业班级 经济学 07-1 &n
2、bsp;学 号 200706020136 院 系 经济与管理学院 指导教师 (职称 ) 冯阳（讲师） 完成时间 2011 年 03 月 10 日 Marketing Real Estate Markin
3、g 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, lookin
4、g 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 r
5、eal 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
6、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 age
7、nt, 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 t
8、he 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 lookin
9、g 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
10、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 activities help present the broker's products or professional abilities to prospective purchasers
11、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 par
12、t 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 num
13、ber 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 by providing improper or insufficient information； however, research has show
14、n 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 estate advertising can be classified according to its objective or the medium
15、 used.Understanding each of theses factors help one select a good advertising strategy and implement it successfully: (1)Kinds of Advertising and Their Objectives Advertising can be classified as specific advertising, name advertising, and institutional advertising. Specific advertising promotes ind
16、ividual 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 advertis
17、ing. 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, b
18、illboards, 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
19、 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 Media Newspapers are the most widely used medium for advertising by real estate brokers. They are used to implement specific, name, and in
20、stitutional 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
21、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
