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1、Real Estate Marketing房地产市场营销房地产市场营销Contentn nBasic Concepts of Real Estate Marketingn nA Case Study of A High-End Luxurious Condominium in Singapore:Beachfront Collection at Sentosa Cove Marketing vs. Real Estate Marketing市场营销市场营销 vs.房地产市场营销房地产市场营销n nMarketing （市场营销） an an organisationalorganisation
2、al function and set function and set of process for creating, of process for creating, communicating, and delivering communicating, and delivering value to customers and for value to customers and for managing customer relationships managing customer relationships in ways that benefit in ways that b
3、enefit organisationorganisation and stakeholdersand stakeholdersMarketing vs. Real Estate Marketing市场营销市场营销 VS. 房地产市场营销房地产市场营销n nMarketing Management （营销管理） a process of planning and a process of planning and executing the conception, pricing, executing the conception, pricing, promotion and distrib
4、ution of promotion and distribution of goods, services, and ideas to goods, services, and ideas to create exchanges that satisfy create exchanges that satisfy individual and organizational goalsindividual and organizational goalsn nCharacteristics of Real EstateCharacteristics of Real Estate 房地产特征房地
5、产特征 Location Location （地段）（地段） - immobility and heterogeneity - immobility and heterogeneity High price High price （高价）（高价） - large amount of capital required, - large amount of capital required, use of credit use of credit Time lag Time lag （延时）（延时） - long time taken for completion - long time take
6、n for completion，variation of final product is variation of final product is possiblepossible Legal restrictions Legal restrictions （法律约束）（法律约束） - use, ownership and resale - use, ownership and resale controlled controlled Management Management （管理）（管理） - need to be maintained - need to be maintaine
7、dMarketing vs. Real Estate Marketing市场营销市场营销 VS. 房地产市场营销房地产市场营销n nReal Estate Marketing（房地产市场营销） Marketing efforts would have to be Marketing efforts would have to be strategisedstrategised to bring out the to bring out the uniqueness of real estateuniqueness of real estateMarketing vs. Real Estate
8、Marketing市场营销市场营销 VS. 房地产市场营销房地产市场营销To market a real estateproject/development 房地产项目营销房地产项目营销n nUnderstand the firms mission and objective (企业理念)n nThorough market analysis (市场分析)n nSite Analysis (土地位置分析)n nMarket positioning (市场定位)n nTargeted Market (目标市场)n nMarketing Strategies (营销策略)A Case Study
9、of A High-End Luxurious A Case Study of A High-End Luxurious Condominium in Singapore:Condominium in Singapore:Beachfront Collection at Beachfront Collection at SentosaSentosa Cove CoveA Brief Introduction to SC A Brief Introduction to SC Global Developments & Location Global Developments & Location
10、 of of SentosaSentosa Cove CoveSource: http:/.sg/Mission Statement 企业理念n n SC Global is one SC Global is one ofof niche players niche players focused on top-end residential properties focused on top-end residential properties in in SinaporeSinapore. .n n Aims to establish itself as an innovative Aim
11、s to establish itself as an innovative developer with bold new ideas, paying developer with bold new ideas, paying attention to designs, layouts and finishes.attention to designs, layouts and finishes.Mission and visionTo deliver premium and luxury residential To deliver premium and luxury residenti
12、al development to the marketdevelopment to the market Source: http:/.sg/“THE ULTIMATE LIVING”“THE ULTIMATE LIVING”Sentosa Cove (升涛湾）Source: http:/Sentosa Cove (升涛湾）Source: http:/ n n a residential enclave in the East of a residential enclave in the East of SentosaSentosa Island in Island in Singapor
13、eSingaporen n eventually housing about 2,500 units when eventually housing about 2,500 units when fully developedfully developedn n largely made-up of largely made-up of reclaimed landreclaimed landn n being marketed as a exclusive oceanfront being marketed as a exclusive oceanfront residential comm
14、unity and the only true residential community and the only true seafront residential propertyseafront residential property in Singaporein Singaporen n the latter purchased the site from the the latter purchased the site from the Singapore Land AuthoritySingapore Land Authority for a sum of about for
15、 a sum of about S$800 millionS$800 millionn n 3 precincts constitutes the entire 3 precincts constitutes the entire SentosaSentosa CoveCoveSite Analysisn nLand area (Land area (土地面积土地面积):): 10,57210,572 sq m sq mn nMax. permissible plot ratio Max. permissible plot ratio ( (最大容积率最大容积率): ): 1.311.31n
16、nMaximum permissible Maximum permissible gross floor area gross floor area ( (最大建筑面积最大建筑面积): ): 13,84913,849 sq msq mn nMaximum permissible Maximum permissible height (height (最高层数）最高层数）: : 4 4 storeysstoreys with 88 units with 88 unitsn nUnit price of the landUnit price of the land ( (土地单价土地单价): S$
17、): S$1,800 1,800 psfpsf pprpprn nTotal land cost Total land cost ( (土地总价土地总价): S$): S$270270 million million Source: http:/ TanjongTanjong BeachBeachA Golf CourseA Golf CourseF Facing the seaacing the seaSWOT Analysis of Subject SiteStrengthsStrengthsn nStrategic locationStrategic locationn nAccessi
18、bility and Accessibility and amenitiesamenitiesWeaknessesWeaknessesn nConstraints on the Constraints on the scale of the scale of the developmentdevelopmentn nLeasing tenureLeasing tenureOpportunitiesOpportunitiesn nGovernment supportGovernment supportn nSynergy effectSynergy effectn nNiche developm
19、entNiche developmentThreatsThreatsn nExtremely high land Extremely high land pricepricen nExisting & Existing & up-comingup-coming supply of residential supply of residential projects projects REMA of High-end Residential Market新加坡高端住宅市场调查新加坡高端住宅市场调查新加坡高端住宅市场调查新加坡高端住宅市场调查Potential Demand潜在需求潜在需求Gros
20、s Domestic ProductGDPn n The government adjusted the GDP forecast to The government adjusted the GDP forecast to 4-6% from 4.5-6.5% in early 2008.4-6% from 4.5-6.5% in early 2008.n n The adjustments may be due to various possible The adjustments may be due to various possible factors, such as slower
21、 economic growth and factors, such as slower economic growth and uncertainty with lower buyers confidence brought uncertainty with lower buyers confidence brought about by US sub-prime crisis.about by US sub-prime crisis.n n Average household income of Singaporeans are increasing.Average household i
22、ncome of Singaporeans are increasing.n n Higher proportion of high-net worth individuals in Higher proportion of high-net worth individuals in Singapore (1.5 percentage point increase from 2006-2007).Singapore (1.5 percentage point increase from 2006-2007).Income 收入状况收入状况家庭工作月收入Foreign Direct Invest
23、ment外国直接投资外国直接投资FDI from 2001 to 2006 (Source: Computed from FDI from 2001 to 2006 (Source: Computed from SingstatSingstat data, ) data, )n n Amount of FDI has increasedAmount of FDI has increasedn n This will increase the number of expatriates-executives This will increase the number of expatriates
24、-executives in Singapore.in Singapore.n n Some of these expatriates will form the demand for Some of these expatriates will form the demand for super-luxurious residential properties.super-luxurious residential properties.Number of Expatriates in Singapore 派驻在新加坡的高级行政管理人员数目派驻在新加坡的高级行政管理人员数目n n Actua
25、l figures on number of expatriates in Actual figures on number of expatriates in Singapore is not known yet.Singapore is not known yet.n n But based on 2005 data, there were 80, 000 But based on 2005 data, there were 80, 000 foreigners in Singapore on employment passes foreigners in Singapore on emp
26、loyment passes (qualified professionals and specialists)(qualified professionals and specialists)n n Todays figure may be higher. Todays figure may be higher.Supply供应供应n n The decrease in vacancy rate shows that new The decrease in vacancy rate shows that new residential projects are being taken up
27、by market, residential projects are being taken up by market, from 2005-2007from 2005-2007n n Supply of private residential projects increased Supply of private residential projects increased greatly from 2006-2007greatly from 2006-2007新加坡私人住宅空置率新加坡私人住宅供应量Macro-Economic & Real Estate Market Trends宏观
28、经济&房地产市场大体走势General Real Estate Market Trends（房地产市场大体走势）（房地产市场大体走势）n n RecentRecent spate of events like the US sub-prime spate of events like the US sub-prime crisis and government policies like the crisis and government policies like the abolishment of the deferred payment scheme abolishment of th
29、e deferred payment scheme (DPS) and the increase in development charges (DPS) and the increase in development charges led to the stagnation, or even decline of the led to the stagnation, or even decline of the property market. property market. n n With the reduced GDP growth prediction of With the r
30、educed GDP growth prediction of 4%-6%, coupled with a credit crunch, demand 4%-6%, coupled with a credit crunch, demand may stagnate, as buyers are likely to be more may stagnate, as buyers are likely to be more conservative.conservative.Synergy effect from major projects Synergy effect from major p
31、rojects carried on along Marina Bay such carried on along Marina Bay such as IR, F1, Singapore Flyers, etc.as IR, F1, Singapore Flyers, etc.n nBoost Singapores attractiveness as a Boost Singapores attractiveness as a premium destination for business and premium destination for business and leisure v
32、isitors from around the worldleisure visitors from around the worldn nOne of the marketing factors for the One of the marketing factors for the residential projects along residential projects along SentosaSentosa cove coven nRaising profile of the SC Global brand Raising profile of the SC Global bra
33、nd 新加坡新滨海湾近期主要新加坡新滨海湾近期主要新加坡新滨海湾近期主要新加坡新滨海湾近期主要项目方案规划对住宅市场的总体项目方案规划对住宅市场的总体项目方案规划对住宅市场的总体项目方案规划对住宅市场的总体影响影响影响影响Marketing Strategies市场营销策略Common Marketing Strategies used in previous projectsn nExisting Projects （现有项目）Source: http:/.sg/n nSignificant Characteristics of SC Globals Products: （SC Global
34、住宅产品的重要特征） Prime locationPrime location（黄金地段）（黄金地段） Uniqueness of design, layout and Uniqueness of design, layout and finishesfinishes（唯一设计）（唯一设计）n nPrime Location （黄金地段）Source: http:/.sg/Some examples of Uniqueness of Some examples of Uniqueness of design, layout and finishesdesign, layout and fini
35、shes（唯一设计）（唯一设计）n nThe MarqSource: http:/.sg/pp 15-meter 15-meter cantilevered lap pool in cantilevered lap pool in every unitevery unit（每套房间都拥有独立的（每套房间都拥有独立的1515米长悬吊式游泳池）米长悬吊式游泳池）pp 6.5-meter double- 6.5-meter double-volume spaces volume spaces （客厅、餐厅以及厨房范围（客厅、餐厅以及厨房范围拥有拥有6.56.5米的层高）米的层高）p resort-s
36、tyle steam room resort-style steam room in every unit in every unit （每套房间拥有独立的度假村（每套房间拥有独立的度假村式蒸汽房）式蒸汽房）pp 2500 2500 sqmsqm sky terrace sky terrace with botanical retreat with botanical retreat spread overspread over（25002500平方米空中露台花园）平方米空中露台花园）pp e exclusive dedicated lift xclusive dedicated lift f
37、rom ground floor to from ground floor to penthousespenthouses（直接通向屋顶公寓的独立电（直接通向屋顶公寓的独立电梯）梯）n nHilltopsSource: http:/.sg/Some examples of Uniqueness of Some examples of Uniqueness of design, layout and furnituredesign, layout and furnituren nBLVDSource: http:/.sg/Some examples of Uniqueness of Some e
38、xamples of Uniqueness of design, layout and finishesdesign, layout and finishespp private lift access to private lift access to each housing uniteach housing unit（每套房间拥有独立的电梯（每套房间拥有独立的电梯入口）入口）pp Two sky terraces for Two sky terraces for fitness, relaxation & fitness, relaxation & entertainment, plus
39、 a entertainment, plus a cantilevered pool deck cantilevered pool deck with private function with private function roomroom（两个空中露台会所（两个空中露台会所）n nPricing （定价） A going-rate pricing strategy is A going-rate pricing strategy is always adopted by SC Global always adopted by SC Global (based market value)
40、.(based market value). Enjoyable high premium.Enjoyable high premium.Source: http:/.sg/n nSelling （销售） DiDirect salerect sale（开发商（开发商- -消费者）消费者） Soft launch which invitation is Soft launch which invitation is needed for private preview needed for private preview （软性发行）（软性发行）n nPromotion （促销） Adverti
41、sing Advertising （杂志广告）（杂志广告）Source: http:/.sg/n nPromotion Public Relations Public Relations （公共关系）（公共关系）Source: http:/.sg/Marketing strategies of Beachfront Marketing strategies of Beachfront CollectionCollection市场营销策略市场营销策略n nProducts Features Products Features （产品特征）（产品特征） Berths for yacht will
42、be integrated in Beachfront Berths for yacht will be integrated in Beachfront Collection Collection （游艇泊位）（游艇泊位） Private terrace with Jacuzzi facing the sea in each Private terrace with Jacuzzi facing the sea in each unit unit （私人独立具有冲浪式按摩浴缸的面海露台）（私人独立具有冲浪式按摩浴缸的面海露台） Stylish exterior and interior de
43、signs by world-class Stylish exterior and interior designs by world-class architect in order to attract foreign buyersarchitect in order to attract foreign buyers ( (经典时尚的建筑外观设计）经典时尚的建筑外观设计）n nPricing Pricing （定价）（定价） Going-rate pricing strategy with a high premium Going-rate pricing strategy with a
44、 high premium derived from strategic prime location and exclusive derived from strategic prime location and exclusive designdesignMarketing strategies of Beachfront Collectionn nSelling (Selling (销售）销售） Soft launch by invitation/registration by interested Soft launch by invitation/registration by in
45、terested parties.parties.（软性发售）（软性发售）n nPromotion (Promotion (促销）促销） Show flat incorporated with all special featuresShow flat incorporated with all special features（样板房）（样板房） AdvertiAdvertisement on SC Global and international sement on SC Global and international magazinesmagazines（杂志广告）（杂志广告） Sponsorship of big international eventsSponsorship of big international events（国际大型活动赞助商）（国际大型活动赞助商）The End
