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Immobilienmarketing für Bauträger

Posted on March 16, 2016 at 2:05 PM

im Auftrag der Urbana A.G.


Michael Hakenmüller







1. Zielsetzung und Definition 7

1.1 Des Themas 7

1.2 Des Marketingbegriffes 8

1.2.1 Theoretische Begriffsbestimmung 8

1.2.2 Praktische Begriffsbestimmung 9

2. Immobilienmarketing 12

2.1 Besonderheiten des Immobilienmarketings 12

2.1.1 Die Immobilie als Unikat 12

2.2 Marketingmaßnahmen in verschiedenen Phasen 16

2.2.1 In der Entwurfs- und Planungsphase 16

2.2.2 In der Bauphase 18

2.2.3 Für die fertiggestellte Immobilie 20 Der direkte Vertriebsweg 22 Der indirekte Vertriebsweg 23

3. Inhalte und Ziele 27

3.1 Standortstrategie 27

3.1.1 Vorwort 27

3.1.2 Die Bestimmung des Makrostandorts 28

3.1.3 Die Bestimmung des Mikrostandorts 31

3.2 Marktsegmentierung 34

3.2.1 Vorbemerkung 34

3.2.2 Marketing für das ‚obere‘ Marktsegment 35

3.2.3 Marketing für das ‚mittlere‘ Marktsegment 37

3.2.4 Marketing für das ‚untere‘ Marktsegment 38

3.2.5 Spezial-Seniorenwohnungen 39

3.2.6 Spezial-Ferienwohnungen 41

3.2.7 Spezial-Besonderheiten 43

3.2.8 Immobilienmarketing als umfassende Dienstleistung 45

3.3 Produktpolitik 48

3.3.1 Architektur 48

3.3.2 Ausstattung 55 Besonderheiten für Häuser 55 Besonderheiten für Wohnungen 57 Besonderheiten für Seniorenwohnungen 61 Besonderheiten für Ferienimmobilien 63

3.4 Preispolitik 64

3.4.1 Die Marktanalyse 64

3.4.2 Die Finanzierungsberatung 72

3.4.3 Flankierende Finanzierungsdienstleistungen 75 Das Förderprogramm als Verkäuferleistung 75 Das Mietkauf-Modell 77 Für und Wider des Mietkauf-Modells 77 Überlegungen zur Erbpacht bzw. zum Erbbaurecht 78

3.4.4 Besonderheiten für Wohnungen 79

3.4.5 Besonderheiten für Häuser 80

3.5 Vertriebspolitik 82

3.5.1 Vorüberlegungen 82

3.5.2 Direkter Vertrieb 83

3.5.3 Indirekter Vertrieb 83

4. Anwendung marketingpolitischer Instrumente 85

4.1 Vorbemerkung 85

4.1.1 Anzeigen und Beilagen in Printmedien 86

4.1.2 Internet-Auftritt 90

4.1.3 Bauschild und Bauzaun 93

4.1.4 Exposé 96

4.1.5. 3D-Animation 100

4.1.6 Immobilienmessen 100

4.1.7 Eventmarketing 102

4.1.8. Musterwohnung/Musterhaus 103

4.1.9. Beispiele der Urbana AG 103

4.1.10. Instrumente für Nischenprodukte 104

4.2 Indirekte Kommunikationsstrategie 105

4.2.1 Imageanalysen 105

4.2.2 Corporate Identity 107

4.2.3 Sponsoring 111

4.2.4 Gesellschaftsform und „kleine AG“ 114

5. Zusammenfassung 116

6. Literatur 120

7. Appendix 130

Abbildungs- und Tabellenverzeichnis

Abbildung 1: Theorie und Praxis im Marketing von 1950 - 2000

Abbildung 2: Marketing-Mix

Abbildung 3: Phasenmodell

Abbildung 4: Darstellung der Vertriebsstrategien

Abbildung 5: Beispiel für eine(n) gelungene(n) Standort-Transfer

                               bzw. Vermarktung von Häusern, Wohnungen, Lofts

                              eines Bauträgersim privaten Wohnungsbau

Abbildung 6: Interesse von Internet-Usern an Wohnformen und -strukturen in  %

Abbildung 7: Schema Giebelbau

Abbildung 8: Haustechnik – vernetzte Systeme

Abbildung 9: Planungsansicht des Maute-Areals mit Gesundheitspark

Abbildung 10: Preiseinflüsse

Abbildung 11: Preisrahmen

Abbildung 12: Direkte finanzielle Förderung

Abbildung 13: Indirekte finanzielle Förderung

Tabelle 1: Übersicht über zu analysierende Faktoren am Makro- und am Mikrostandort

Tabelle 2: Architekturrichtungen und ihre Merkmale





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