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Jingdong book

房地产市场营销（第3版）

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Jingdong book

房地产市场营销（第3版）

Name: 房地产市场营销（第3版）
Brand: Jingdong book
SKU: 3102002351
Price: 25.35 USD
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Content Description

《房地产市场营销（第3版）》非常全面地介绍了房地产经纪人应该掌握的销售和营销技术方法，详细地叙述了房地产销售和营销的全过程，提供了很多房地产行业资料和信息的来源渠道。它是约翰尼·罗斯劳尔教授多年来从事房地产经纪业务以及咨询、培训实践所积累丰富经验的结晶，同时得到了约翰·梅斐尔德先生的大力支持。

Author Description

约翰尼·罗斯劳尔（Johnnie Rosenauer），圣安东尼奥大学房地产专业的教授和项目协调人，圣安东尼奥得克萨斯大学研究生院成人和高等教育项目教员。在得克萨斯获得房地产经纪人执照已有三十多年，并积极从事房地产经纪业务和咨询实践，专注于研究农庄和大农场以及开发中的不动产。
约翰·梅斐尔德（John Mayfield），1978年获得房地产经纪人执照，1981年开始从事房地产经纪业务，1988年开始讲授资格认证前和认证后的房地产课程。

Catalogue

第一部分规划阶段：做好准备去销售
第1章销售和营销概论
营销和销售：定义和区别
销售过程概况
成功销售人员的特征
销售房地产的优缺点
专业化
小结
复习题
讨论题
情景题

第2章房地产销售和营销的技术方法
技术方法概述
设计技术方法预算表
电脑需求
便携式手机／智能手机
数码照相
软件
网站
将这些技术放在一起
小结
复习题
讨论题

第3章确定你的市场
出售你的知识
决定在哪里开展工作
获得市场知识
了解市场的历史
小结
复习题
讨论题
情景题

第4章自我管理
自我约束
自我激励
时间管理
目标设定
小结
复习题
讨论题
情景题

第二部分营销阶段：将知识应用到实践
第5章形成目标客户开发系统
应用你的知识
是不确定意向客户还是目标客户？
形成一个系统
小结
复习题
讨论题
情景题

第6章房源发布
房源
房源的重要性
房源发布的指导原则
房源发布工具箱
小结
复习题
讨论题
情景题

第7章广告和沟通过程
和消费者沟通
沟通障碍
广告
用广告吸引卖方和买方
广告类型
分类广告
有效的广告技术
广告编写的总原则
其他媒体
小结
复习题
讨论题
情景题

第8章电话技巧
客户接触
接听打进来的电话
拨打电话
一般性电话技巧
小结
复习题
讨论题
情景题

第9章客户资格确认过程
什么是客户资格确认
经纪人为什么要进行客户资格确认?
经纪人什么时候进行客户资格确认?
经纪人如何进行客户资格确认?
调研领域
具备资格与有能力支付
购买动机
小结
复习题
讨论题
情景题

第10章介绍房产
在销售过程中看房的重要性
为什么看房是必要的?
一些看房的指导原则
小结
复习题
讨论题
情景题

第三部分成交阶段：协同各方达成交易
第11章处理异议和达成交易
为什么人们会有异议?
处理异议的五个步骤
达成交易
小结
复习题
讨论题
情景题

第12章提出报价及还价谈判
提出报价
联系卖方
保持控制权
还价谈判
小结
复习题
讨论题
情景题

第13章协同各方达成交易
销售人员的职责
重游销售过程
小结
复习题
讨论题
情景题

第14章经纪公司的选择和法律意识
怎样挑选经纪公司?
法律意识
小结
复习题
讨论题
情景题
词汇表
索引

Book Abstract

正确对待挫折
挫折，可以是一个或多个，必须在对效率和职业满意度全面分析的情况下予以考虑。一个没有失败交易的经纪人是不需要承担任何风险的。“我与琼的销售活动失败”会比“我是一个失败者”给人感觉更加形象。每个人都会犯错。人应该从错误中学习并得到改进，以避免同样的错误再次发生。
预测问题并使它们最小化
销售人员是问题的解决者。他们的工作是帮助一些人（甚至是很多人）来解决其在房地产方面的问题，比如需要大量资金、复杂的法律纠纷等。通过预测一些在交易中可能出现的问题并努力解决它们，可以减少它对你及你的内在动力的消耗。
牢记成功
当一些成功的经纪人业绩下降时，他们可能需要休息一下，来回想他们过去的好成绩。用一个小小的休息间隙来回顾过去的成绩并重温创造这些成绩的良好感觉，可以说是一个令人精神抖擞的激励。这并不是说你可以沉迷于过去，但是一些过去的成就感能够帮助你在现在或将来取得成功。
一个记住胜利的好方法是访问过去你帮助过的客户。如果你对房地产不熟悉并且从未在该领域成功过，那么，就去拜访公司的一个满意客户。
赠予自己时间
所有房地产销售人员都面临的一个挑战就是你需要经常地偏离自己例行的基本工作。工作精疲力竭对于许多行业都是一个平常的事情，对房地产界也不例外。一个长期的、成功的事业是与你对它的关心和努力不可分开的。挤出一点空闲时间来陪陪朋友、家人或参加户外活动都会帮助你与他们维持较好的关系并保持对生活较高的满意度。赢得生意但失去了一个宝贵的朋友或者家庭成员那就算不上成功。

Introduction

中国的房地产业是一个既古老又新兴的产业。早在3 000年前中国就出现了田地的交换和买卖行为，到了封建时期，已经形成了一定规模的土地和房屋买卖、租赁等经济活动，从19世纪中叶起，上海、广州等沿海城市出现了房地产大业主以及房地产开发经营组织，房地产业在社会中的作用越来越显著。但是，新中国成立以后，随着计划经济体制的建立，房地产市场消失了。改革开放后，外销房开发销售标志着新中国房地产业的起步，1998年政府切断福利分房，把房地产业作为国民经济支柱产业来培育，房地产业得以快速发展。短短30年，中国的房地产业从无到有的过程也是房地产业不断发展、完善、逐渐成熟的过程，期间房地产市场也经历了起步、非理性炒作、萧条、逐渐调整和相对稳定等周期性的发展阶段。特别是步入2008年，一场由美国“次贷危机”引发的经济危机席卷了全球，我国的房地产业也进入了调整期，房地产业特别是住宅价格成为全社会关注的焦点。关于政府该不该调控房地产价格的讨论也是仁者见仁，智者见智，众说纷纭，莫衷一是。如何保证房地产市场、房地产企业的良性运行，如何运用好现代金融工具、现代企业管理、住宅政策以保证价格平稳，保障“人人有房住”，保持房地产行业的持续发展等问题摆在了全社会面前，更是房地产专业人士关注并需要特别研究的课题。
我国房地产业的发展繁荣带动了房地产专业人才的培养和房地产企业的发展。目前全国有近百所高校从事房地产相关专业的培养和研究。中国人民大学的房地产专业教育始于1993年，现有工程管理（房地产方向）本科专业、房地产经济学硕士专业和房地产经营管理博士研究方向，为了更系统地了解国外房地产学科经典知识，我们从国外数量众多的房地产书籍中，精心地挑选了在房地产理论与实践领域具有代表性的优秀著作，编成了这套房地产经典译丛。该套丛书的作者都是世界知名的专家、教授，他们的教材经过了美国等世界各国许多高校的检验，广受好评，已具备较高的学术价值。同时，该丛书具有较强的系统性、理论性、启发性和应用性，其中数本书已经多次再版，被许多高校指定为必修教材。

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