EVALUATION AND FORMATION OF THE CONCEPT OF MODELING BUSINESS PROCESSES OF SALES IN REAL ESTATE ENTERPRISES

Abstract

This paper examines the multifaceted challenges faced by China's real estate industry in sales business process management under the dynamic policy adjustments, diversified customer demands, and digital transformation. By integrating ARIMA models, CRM customer segmentation, BPMN 2.0 standards, and other technical tools, a three-dimensional process modeling framework is constructed, encompassing policy dynamic adaptation, differentiated customer service design, and process standardization with knowledge retention. Empirical analysis demonstrates that data-driven policy quantification models can reduce compliance risks by over 60%, differentiated process modules (e.g., streamlined chains for first-time buyers and value-added service chains for investors) improve customer satisfaction by 20%-30%, and modular process libraries combined with knowledge graph technology compress core process cycles by 50%. For small and medium-sized enterprises (SMEs) with resource constraints, lightweight implementation strategies (e.g., low-code platform deployment and external resource reuse) achieve a 40% efficiency improvement in critical stages. The study emphasizes the role of technology integration (e.g., BIM, RPA) and agile iteration mechanisms, providing methodological support for optimizing process resilience and building standardized management systems in real estate enterprises. In today’s dynamic real estate market, the efficiency of business processes plays a crucial role in enhancing the competitiveness of companies. The growing digitalization, emergence of new marketing strategies, and changes in consumer behavior require the adaptation of traditional sales schemes to modern realities. Formalizing and optimizing business processes helps not only to reduce costs but also to improve customer service quality, shorten deal-closing time, and ensure transparency at all stages of interaction. Developing an effective business process model for real estate sales is especially relevant under conditions of high market competition, economic volatility, and evolving regulatory frameworks. Such a model enables the automation of key sales stages—from lead generation to post-sale support—which becomes a critical success factor for real estate agencies and development companies. Therefore, research into the business process model of real estate sales is timely and significant, as it aims to improve managerial decision-making, increase operational efficiency, and ensure the long-term sustainability of companies in the real estate market.