房地产营销_外文翻译.doc

　　　
市场营销是一个企划与实施的过程，在这一过程中，对理念、产品和服务进行创意、定价、促销和推广，目的是促成交易实现个人或者组织的目标。本文旨在阐明应用于房地产的营销理念，着重关注房地产市场专业人士的操作实务。
　　　
房地产经纪人与房地产的买卖双方进行接洽。经纪人需要从卖主那里得到房源信息。买方请房地产经纪人代理而不是自己操办的主要原因，一是需要经纪人的专业协助；二是不愿意承担风险。比如，许多卖家可能在定价上难以抉择，或是在如何布置房子以便展示等问题上需要专业意见。而在为买家申请抵押贷款或是与潜在购买者联系时，卖方也需要经纪人的协助。
　　　
数据表明，那些自主交易的卖方往往并不成功。与那些通过中介机构卖房的人相比，自己完成交易的售价一般较低，这可能由于卖方自身不擅于讨价还价或是缺乏估价的技巧。潜在的购买者可能不会将拒绝购买物业的原因告诉业主，由此业主就得不到相关信息的反馈，而中介机构则不然。有时这些反馈信息将有助于改进物业未来的展示，如微小的粉刷磨损，家养宠物，或是其他因素都易于纠正，而（纠正后）房屋的状况则大为改观。经纪人受过专业培训，能够有效筛选潜在的购买者，而自己卖房的卖方则可能会困扰于接待那些只是来参观房子或是有意入屋行窃者的麻烦。最后，当确定了购买者，无经验的卖方可能会签订一份无效或是缺乏抵抗潜在风险能力的合同。调查表明大约六分之五的买房者在购买过程中会与经纪人合作。

Marking 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, looking 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 real 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 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 agent, 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 the 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 looking or possibly even persons eva luating 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 the buying process.