strategy and show the appropriate developing method, besides, the majority of the remaining Enterprises or Units still look embarrassed or not yet known how to promote the appropriate marketing strategy on real estate to their target customers.    

If not having the appropriate marketing strategy, i.e. the units will waste the manpower, make erode the image of their brand and not bring the effect for operation of the real estate trading and investment as well. In case the real estate trading units sell the delayed project units, thus, they will meet many difficulties during construction and the completion schedule of the real estate, even it will decrease their profit or loss due to payment of interest rate for the bank in the longer time.   

As per the current situation, the customers know lots of projects at the same time via the marketing strategy. For many units, the marketing strategy of the real estate purely advertises by leaflets, business cards include the contacting address, advertisements on newspapers have the similar design, the stated style and method on advertisements are nearly the same, in fact, they have not yet made the original idea and not yet aimed at the customer’s segmentation.

Confirmation of clear target market for each the customer’s segmentation along with the insight for each customer’s segmentation is the first criterion to set a sound basis for the successful marketing strategy on real estate. Real Estate Trading and Investment Units should know how to save time for building the marketing strategy, studying and researching for the customer’s insight and have the methods to directly approach your customers. In case the units have not sufficiently prepared yet the local manpower to proceed with such studying and researching work, you can use the professional marketing service from outside.

When having insight on the customer’s specify requirements on the real estate market as well, then, the trading units should comprehensively proceed with the works as follows:

(1) Building and monitoring the researching schedule, contacting, following up, having an effect on the customers and paying attention to the customer’s service. Approaching directly to the customers or advertise your products should be complied with receiving of the customers (this work is only successfully executed in case the trading unit clearly confirmed and have the customer’s insight thoroughly). 

(2) Specialize the trading staff to meet the customer’s requirements and queries and concrete attentions. (this work is only successfully executed in case the trading unit clearly confirmed and have the customer’s insight thoroughly). 

(3)  Monitor the other competitive projects and the market’s fluctuation situation to re-adjust the schedule if necessary, however, it should be consistent with all actions and make the original difference for the target customer’s view (this work is only successfully executed in case the trading unit clearly confirmed and have the customer’s insight thoroughly).

Besides, for RICI, it is necessary for building our regularly firm brand and always making our image position in the customer’s thought and attaching special importance to investment as a matter of priority. Please urgently do action to make yourself original idea and affirm your position of unit before the new integration of Vietnam upon integrating into WTO.

RICI, December 2006