With macro control impact on real estate and consumers’ real estate investment and consumer behavior more and more mature, Chinese real estate companies recognized the importance of brand to them and start to explore how to build real estate brand. Some real estate enterprises with good reputation have already succeeded in a certain degree, such as Vanke, Sun100, Zhonghai property and so on. However, on the whole because of developing relatively later, Chinese real estate firms have little experience in building brands. Most of them are short of continuous and overall brand strategy and exact brand connotation, and cannot wield various marketing communications methods integrally and proficiently to popularize brands. To a certain extent, it hampers the company's branding.
Based on the brand and brand marketing theory of hackling and researching, analysis of the real estate brand marketing situation in China, discussed the existing problems and related causes. Ultimately, the real estate enterprises in China brand marketing strategy recommendations accordingly.
Keywords: brand marketing, core competitiveness, real estate, the status quo, problem
