DISCUSSION ON THE CURRENT SITUATION OF MARKETING DEVELOPMENT OF REAL ESTATE ENTERPRISES

Abstract

Under the dual influence of the economic situation and the development of the real estate market, the development of the real estate industry has become increasingly difficult, and real estate companies are facing greater challenges to survive. Under this situation, competitors in the industry are fighting for market share in order to survive, making the competition in the real estate industry more intense. From the perspective of home purchase consumption trends, the poor economic situation has led to a decline in the income of home buyers, which in turn has reduced disposable funds and increased the difficulty of buying a house. In addition, the downward trend of the real estate market has affected the wait-and-see mood of customers, and the overall desire to buy has decreased. Customers' purchasing behavior has also become more rational, and they pay more attention to the quality of the project. Based on the above background, this paper explores the current sales status of real estate companies. First, the backward marketing channels and single promotion methods of enterprises have limited their market expansion capabilities. Secondly, in terms of service guarantee, there are problems such as low quality of communication with consumers, low comprehensive quality of marketing personnel, incomplete sales service process, and insufficient product display, which have affected customer satisfaction and the improvement of corporate competitiveness. Therefore, it is recommended that real estate companies innovate marketing channels and improve service guarantee capabilities to adapt to market changes and enhance competitiveness.