# BRIEF KHACH HANG — BAT DONG SAN / DU AN NHA O / CAN HO

> **Variant chuyen biet cho:** Du an can ho chung cu, Nha pho/Biet thu, Dat nen, Townhouse, Shophouse, Khu do thi, BDS nghi duong (resort, villa), Moi gioi BDS (saler/agency), Cho thue can ho.
>
> ⚠️ **CANH BAO COMPLIANCE**: BDS la nganh BI KIEM SOAT CHAT ve quang cao. Tuyet doi khong cam ket gia ban, loi suat, gia tri von hoa, tien do du an khi chua chinh thuc. Meta/Google co the han quang cao Housing Special Ad Category.

---

## HUONG DAN
- Thoi gian: **40-50 phut**
- Gui kem: file phap ly du an, phoi canh, mat bang, brochure, gia ban chinh thuc
- Chu y: **Moi du an BDS co phap ly, tien do khac nhau — can kiem tra ky truoc launch**

---

## PHAN A — CHU DAU TU / DON VI PHAN PHOI

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten cong ty | |
| Loai hinh | □ Chu dau tu du an □ Don vi phan phoi □ San giao dich BDS □ Moi gioi doc lap □ Cho thue can ho |
| Ten du an chinh | |
| Vi tri du an | |
| Quy mo | |
| Gia tu | |
| Ngay mo ban chinh thuc | |
| Web du an | |
| Fanpage | |
| Zalo OA | |
| YouTube | |

### A2. Doi ngu
| Vi tri | So luong | Ghi chu |
|--------|---------|---------|
| Chu du an / CEO | | |
| Giam doc Kinh doanh | | |
| Saler / Moi gioi | | |
| Marketing | | |
| CSKH | | |
| Phap ly | | |

### A3. Lich su & Uy tin
> *Chu dau tu da xay bao nhieu du an? Uy tin nhu the nao? Du an nao no tieng?*

```
[Dien]
```

### A4. Cam ket
| Cam ket | Mo ta |
|---------|-------|
| Tien do ban giao | |
| Chat luong xay dung | |
| Hau mai / quan ly toa nha | |
| Phap ly | (so hong, so do, gia han...) |
| Ho tro vay von | |

---

## PHAN B — DU AN / SAN PHAM

### B1. Phan khuc
- [ ] Binh dan / Nha o xa hoi (duoi 2 ty)
- [ ] Trung cap (2-5 ty)
- [ ] Cao cap (5-15 ty)
- [ ] Premium (15-30 ty)
- [ ] Luxury (30ty+)
- [ ] BDS nghi duong / Resort
- [ ] Thuong mai / Shophouse

### B2. Thong tin du an
| Hang muc | Chi tiet |
|----------|---------|
| Ten du an | |
| Chu dau tu | |
| Dia chi | |
| Tong dien tich | |
| So toa / block | |
| So can / nen / nha | |
| Dien tich tung loai | |
| Gia ban (chinh thuc) | |
| Trang thai phap ly | □ Da co so hong □ So hong tung phan □ Dang lam thu tuc □ Chua co |
| Lich ban giao | |
| Don vi quan ly | |

### B3. Loai san pham
| Loai | Dien tich | So luong | Gia tu | Con lai |
|------|---------|---------|------|--------|
| Studio | | | | |
| 1PN | | | | |
| 2PN | | | | |
| 3PN | | | | |
| Penthouse | | | | |
| Shophouse | | | | |
| Khac | | | | |

### B4. Tien ich du an
**Noi khu:**
- [ ] Ho boi
- [ ] Gym / Spa
- [ ] Vuon BBQ / Sky garden
- [ ] San choi tre em
- [ ] Clubhouse
- [ ] Cua hang tien ich
- [ ] Bai do xe ngam
- [ ] Khac: ............

**Ngoai khu (trong vong 1-3km):**
- [ ] Truong hoc quoc te
- [ ] Benh vien
- [ ] Trung tam thuong mai
- [ ] Cong vien
- [ ] Khac: ............

### B5. Phap ly & Tai chinh
| Muc | Chi tiet |
|-----|---------|
| Giay phep xay dung | □ Da co □ Dang co □ Chua |
| So hong / So do | □ Da co □ Tung phan □ Dang cho |
| Ngan hang ho tro vay | |
| Lai suat vay | |
| An han goc lai | |
| Tien do thanh toan | |
| Chiet khau (neu co) | |

### B6. USP
1. ............................
2. ............................
3. ............................

---

## PHAN C — KHACH HANG

### C1. Doi tuong (chon 2)
- [ ] **Ho gia dinh mua de o** (end-user, thu nhap on dinh)
- [ ] **Nguoi chuyen nha / Nang cap** (dang o nha cu, muon mua moi)
- [ ] **Nha dau tu mua de cho thue** (yield-focused)
- [ ] **Nha dau tu dau co** (hold for capital gain)
- [ ] **Nguoi Viet nuoc ngoai** (Viet kieu mua ve nuoc)
- [ ] **Nguoi nuoc ngoai tai VN** (expat mua/thue)
- [ ] **Cong ty/Doanh nghiep** (mua van phong, shophouse)

### C2. Muc dich mua
- [ ] De o chinh
- [ ] De cho thue (cam ket yield)
- [ ] De dau tu tang gia tri
- [ ] Mua cho con cai tu lap
- [ ] Second home / nghi duong

### C3. Thu nhap va kha nang tai chinh
- [ ] Thu nhap < 20tr/thang (can vay toi da)
- [ ] Thu nhap 20-50tr/thang (vay 50-70%)
- [ ] Thu nhap 50-100tr (vay 20-50%)
- [ ] Thu nhap > 100tr (mua tien mat/vay it)

### C4. Nguon thong tin
- [ ] Gioi thieu ban be / dong nghiep
- [ ] Zalo Group dau tu BDS
- [ ] Facebook Group BDS
- [ ] YouTube review du an
- [ ] Quang cao Facebook/Google
- [ ] Hoi cho BDS
- [ ] Moi gioi cold call
- [ ] Web tin tuc BDS (Batdongsan.com.vn, Nha.vn)

### C5. Persona
> *VD: "Anh Khoa, 35 tuoi, quan ly cap trung, thu nhap 50tr/thang, co 800tr tiet kiem, muon mua can ho 2PN de o + cho con nuoi hoc, can vay 60%, so nhat ve du an bi delay hoac khong co so hong, tim hieu qua Facebook va ban be..."*

```
[Dien]
```

### C6. Hanh trinh (BDS cycle DAI — 3-12 thang)
| Buoc | Thoi gian | Khach lam gi |
|------|-----------|-------------|
| 1. Nhan ra nhu cau | 6-12t truoc | (Muon mua, bat dau search) |
| 2. Research thi truong | 3-6 thang | (Xem nhieu du an, so sanh khu vuc) |
| 3. Shortlist | 1-3 thang | (Con lai 2-3 du an) |
| 4. Tham quan | | (Dat cuoc hen, xem mat bang, tien ich) |
| 5. Tu van phap ly + tai chinh | | (Hoi ve so hong, vay von) |
| 6. Quyet dinh dat coc | | |
| 7. Ky hop dong | | |
| 8. Ban giao / Nhan nha | | |

---

## PHAN D — CANH TRANH

### D1. Du an cung phan khuc, cung khu vuc
| Du an | Chu dau tu | Gia | Diem manh | Diem yeu |
|-------|-----------|-----|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. Loi the vi tri so voi du an khac
> *Tai sao vi tri nay tot hon? Ket noi giao thong, tien ich xung quanh...*

```
[Dien]
```

### D3. Du an muon duoc nho den nhu the nao?
> *VD: "Can ho xanh song chat nam Long Bien" / "Shophouse tiem nang cho thue quan A"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Gia tri song** (loi song, cong dong, tien ich)
- [ ] **Dau tu sinh loi** (yield, tang gia tri)
- [ ] **Vi tri vang** (dia the doc ton)
- [ ] **Uy tin chu dau tu** (delivery track record)
- [ ] **Gia tot nhat phan khuc**
- [ ] **Phap ly sach, minh bach**

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Mo ban giai doan 1
- [ ] Mo ban giai doan tiep theo
- [ ] Push hang ton
- [ ] Ra mat loai san pham moi (penthouse, shophouse)
- [ ] Campaign cuoi nam (uu dai tat nien)
- [ ] Event mo ban (Gala, hoi cho)

### E2. KPI
| Chi so | Muc tieu |
|--------|----------|
| So leads (form dang ky) | ............ /thang |
| So cuoc hua (booking) | ............ /thang |
| Ti le lead → giao dich | ............ % |
| So giao dich chot | ............ /thang |
| Doanh thu | ............ ty |
| CPL (Chi phi moi lead) | ............ |
| CPS (Chi phi moi giao dich) | ............ |

### E3. Mua cao diem
- [ ] Dau nam (1-2) — nguoi mua nha dau xuan
- [ ] Cuoi nam (11-12) — bonuss, tat nien
- [ ] Hoi cho BDS lon (4, 9)
- [ ] Sau ngan hang ha lai suat

---

## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing
- [ ] Duoi 50tr/thang
- [ ] 50-200tr/thang
- [ ] 200-500tr/thang
- [ ] Tren 500tr/thang

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Facebook/Instagram Ads (leads) | |
| Google Search Ads | |
| YouTube Ads | |
| Zalo Ads | |
| KOL/Review BDS YouTuber | |
| Event mo ban | |
| Batdongsan.com.vn / Web tin tuc BDS | |
| Billboard / OOH | |
| PR / Media | |

### F3. Timeline campaign
| Moc | Ngay |
|-----|------|
| Teaser / Warming | |
| Mo ban chinh thuc | |
| Event ra mat | |
| Ket thuc uu dai | |

---

## PHAN G — NGUON LUC

### G1. Marketing team
| Vi tri | Co? |
|--------|-----|
| Ads | □ Co □ Khong |
| Content + Copywriter | □ Co □ Khong |
| Designer | □ Co □ Khong |
| Video/Photography BDS | □ Co □ Khong |
| PR / Media | □ Co □ Khong |
| CRM / Lead management | □ Co □ Khong |

### G2. Sales team
| Vi tri | So luong |
|--------|---------|
| Saler | |
| Team truong | |
| CSKH | |

### G3. Assets san co
| Asset | Co? |
|-------|-----|
| Phoi canh 3D dep | □ Co □ Khong |
| Video aerial drone | □ Co □ Khong |
| Video walk-through | □ Co □ Khong |
| Brochure dep | □ Co □ Khong |
| Showroom / Nha mau | □ Co □ Khong |

---

## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Metric |
|------|-----|------|--------|
| Web du an | □ Co □ Chua | | |
| Facebook Page | □ Co □ Chua | | |
| YouTube | □ Co □ Chua | | |
| Zalo OA | □ Co □ Chua | | |
| Batdongsan.com.vn | □ Co □ Chua | | |
| Google Business | □ Co □ Chua | | |
| TikTok | □ Co □ Chua | | |

### H2. CRM / Lead management
- CRM dang dung: ............
- So leads hien co: ............
- Database khach hang cu: ............

---

## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Premium / Luxury** (sang trong, cuon hut)
- [ ] **Trust / Transparent** (minh bach, uy tin)
- [ ] **Lifestyle** (cuoc song mo)
- [ ] **Investment** (so lieu, hieu qua dau tu)
- [ ] **Community** (cong dong, hang xom)
- [ ] **Family** (an cu lac nghiep)

### I2. Brand cam hung
| Du an / Brand | Ly do |
|--------------|-------|
| | |
| | |

### I3. KHONG duoc lam — COMPLIANCE BDS
- [ ] **Khong cam ket gia tang** — cam theo luat quang cao BDS
- [ ] **Khong noi "loi suat X%"** tru khi co hop dong cam ket chinh thuc
- [ ] **Khong dung anh phoi canh khong chinh xac** (khu vuc xung quanh)
- [ ] **Khong quang cao khi chua co phap ly** (tranh phap ly)
- [ ] **Khong noi "so hong ngay"** khi chua co
- [ ] Meta Housing Special Ad Category — kiem tra truoc khi chay
- [ ] Khong cam ket "tien do X thang" tru khi co bat buoc hop dong

---

## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan (theo giai doan mo ban)
- [ ] Lead generation funnel
- [ ] Content strategy (edu + lifestyle + urgency)
- [ ] Event strategy (mo ban, gala)

### J2. Creative
- [ ] Video du an (aerial + walk-through, 90-120s)
- [ ] Phoi canh 3D / CGI
- [ ] Brochure cao cap
- [ ] Landing page (conversion + lead form)
- [ ] Email/Zalo nurture sequence
- [ ] Social content series (20+ bai)
- [ ] Showroom POSM
- [ ] Event kit

### J3. Van hanh
- [ ] Setup Facebook Lead Ads (Housing category)
- [ ] Setup Google Search + Display
- [ ] Setup YouTube pre-roll
- [ ] Setup Zalo Ads + OA
- [ ] Listing Batdongsan.com.vn
- [ ] KOL / Review YouTuber BDS
- [ ] CRM setup + lead nurture
- [ ] Event mo ban

### J4. Hop tac
- [ ] Project (theo giai doan mo ban)
- [ ] Retainer du an dai han

---

## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Phap ly du an (giay phep xay dung, so hong mau)
- [ ] Phoi canh + mat bang
- [ ] Brochure chinh thuc
- [ ] Bang gia (neu chinh thuc)
- [ ] Hinh thuc thanh toan
- [ ] Video aerial / walk-through

### K2. Cau hoi
```
[Dien]
```

### K3. Thong tin khac
> *VD: Giai doan tiep theo, du an moi, Kinh te vi mo anh huong, chinh sach dac biet...*

```
[Dien]
```

---

## XAC NHAN

**Nguoi dien:** ............................
**Ngay:** ......./......./..........

**Cam ket:**
- [ ] Da dien day du
- [ ] Thong tin phap ly chinh xac tai thoi diem dien
- [ ] Noi dung marketing se duoc kiem tra phap ly truoc launch
- [ ] Phan hoi 48h

**Han nop:** ......./......./..........

---

## NEXT STEPS

1. 24h: Review brief + phap ly
2. 48h: Hop ve chien luoc + compliance check
3. 5-7 ngay: Plan v1 + landing page
4. 7-10 ngay: Plan v2
5. 10-14 ngay: San xuat creative
6. Launch (sau compliance approved)

---

**Team Marketing — Agency**
