What should you pay attention to when writing excellent real estate planning copywriting?

Characteristics and rules of real estate advertising copywriting

In recent years, real estate has increasingly become a major consumption item in Chinese people’s lives. The entire real estate market can basically be divided into three parts: ordinary residences; office buildings, apartments, etc.; high-end residences, villas, etc.

1. Property characteristics of real estate

As a special commodity, real estate is composed of tangible commodities such as quality, design, location, and environment, as well as intangible commodities such as appreciation potential, status symbol, and style. The products are of the same composition. Therefore, each real estate has unique characteristics, strong personality and irreplaceability.

2. Real estate market characteristics

Different consumer groups have different needs, and developers often have clear targets. But no matter which consumer group, real estate is still a high-priced and risky investment. Therefore, the decision to purchase is often made after careful consideration, rich information, the image and reputation of the developer are very important influencing factors, and advertising is an important communication channel for this.

3. Marketing characteristics of real estate

Due to the personalized and high-investment characteristics of real estate, if it can be properly used, it can better plan product positioning, analyze the household level, and launch unique Payment methods, or being good at creating a hype atmosphere, etc., will all create better marketing opportunities.

For example: Beijing Wangfu Garden Villa Development Company's "Wangfu Garden" highlights its marketing features in its advertisements. Wangfu Garden launches time-space sharing star hotel high-end garden residences in a unique form. It effectively divides time and property rights in private garden residences, allowing customers to own part of the property rights in proportion, and reasonably divides time through computerized management. , each part of the divided property rights will be sold to the public, and the property owners can enjoy the entire private garden residence for different periods of time.

Performance rules and characteristics of real estate advertising

1. Real estate is a highly involved commodity. No matter how rich the advertising information is, consumers cannot see the product based on advertising alone. Just name it and buy it. Real estate advertising is to make consumers pay attention and understand to become interested. Because they are interested, they call or go to the real estate sales office to ask for more information to learn more and make a decision whether to buy. When sales staff are doing their work, the impression of property image and company strength that consumers get from advertisements will have a positive impact on sales work.

2. The task of real estate advertising is to make consumers interested and make calls. Therefore, advertising does not need to be comprehensive, as long as it highlights the most distinctive features of the property and marketing.

3. The appeals of real estate advertisements mainly focus on geographical location, convenient transportation and environment; property quality, design, supporting facilities, management, etc.; price; symbol of taste and social status. According to the different grades of housing, advertisements should also have different emphasis on appeal points:

(1) Ordinary residential advertisements targeting the working class place more emphasis on price concessions, reasonable layout, and convenient transportation. , service improvement, etc.

(2) High-end villas, apartments, etc. targeting wealthy consumers pay more attention to the community environment and the status they represent.

(3) For consumers who purchase real estate for the purpose of investment and profit, emphasizing the appreciation potential of real estate will be more attractive.

(4) In addition, establishing the integrity image of developers can also easily win the trust of consumers

4. Relevant laws and regulations on real estate advertising:

Soon Recently, a Taiwan-funded real estate developer in Shanghai used the appeal of "Shanghai French Concession style" in an advertisement, which triggered accusations of "damaging the interests and dignity of the country and the nation." Therefore, when writing real estate advertisements, sufficient attention must be paid to relevant laws and regulations.

When creating real estate advertisements, in addition to complying with the general rules of the "Advertising Law" such as "truth and legality" and "no false content, no deceiving or misleading consumers", you should also abide by laws related to the real estate industry. Regulations such as the "Urban Real Estate Management Law", "Urban Real Estate Development and Management Plan Regulations", "Real Estate Sales Management Measures", "Consumer Rights and Interests Protection Law", etc., as well as specific management rules in various places.

How to write. Real Estate Advertising Copy

Step One: Check and Observe the Site

Real estate advertisements all sell the same product - houses, but their location, environment and planning connotations are still diverse. difference.

The writer must first go to the construction site for in-depth observation and thinking to obtain first-hand opinions and inspiration. The nearby environment and related facilities, such as markets, parks, schools, traffic conditions, and street landscapes, must all be observed and understood. Some people look at it casually, and some people think that they have seen a certain place before, "I am familiar with it", and even don't bother to look at it. All of them have made terrible mistakes. When writing real estate advertising copy, you must first move your feet and be "down to earth" to find the latest and most practical inspiration.

Step 2: Collect relevant information

Information related to housing cases must be collected extensively, whether at hand or outside. You can ask market researchers to provide competitors and previous or Use nearby recommended case information (such as brochures, posters, etc.) as a reference for comparison.

In addition, you can consult relevant personnel for their opinions by phone or in person.

Step 3: Filter the data

Comprehensively observe and organize all the data, prioritize them according to their importance, and store them in categories according to their value and availability. In the process of organizing and thinking about the data, some creative ideas will be generated, and these ideas can be used as preliminary choices.

Step 4: In-depth understanding of the advantages and disadvantages of the product and find out the sales points

The connotation of the housing product must be thoroughly understood and analyzed. If there is anything unclear, please consult the company. Personnel or experts such as architects and investment owners. The key points of the analysis are as follows:

1. Find out the characteristics of the product.

2. Compare with competing products on the market to find out the advantages and disadvantages.

3. Analyze the correlation between price and product.

4. Find out the most distinctive features, that is, the most competitive features.

5. The correlation between the product and the current psychology of home buyers.

Step 5: Understand the home buyers

Housing products vary from high-priced, medium-priced, low-priced and located in regional environments. Therefore, the target market of each case has its own unique characteristics. Copywriters need to understand the background and psychological tendencies of home buyers in order to fully write appeal copy that can attract them.

For example, backgrounds such as income, occupation, education, age, home buying habits, decision-makers, regional characteristics, etc. must be fully considered and understood.

After going through the above five stages, you will be able to enter the field of creative power of real estate advertising copywriting with ease.

Key points of real estate advertising copywriting

Among all types of advertising, real estate advertising is perhaps the most difficult to grasp. Therefore, many advertisers reject real estate advertising. However, due to the Continuing to heat up, real estate advertising is still a business that advertising companies attach great importance to. Real estate advertising has many characteristics that are different from other advertising. It is a very rational thing, but it cannot stop at rationality. It also needs to rise to a certain perceptual concept of life. In addition, for most people in China, the purchase of a house is a very important thing and must be very cautious. This also determines that real estate advertising is more difficult than some product advertisements that make consumers prone to impulse buying. . So how should we grasp the scale between rationality and sensibility, and how should we impress consumers from the emotional perspective of life and home? As a worker engaged in real estate advertising, the author hopes that the points summarized in copywriting work can inspire and help colleagues.

1. Grasp the overall structure:

The most important advertising forms in real estate advertising include property brochures, DM posters and newspaper advertisements, and among these three, there is often one that is clearer. The main line of expression runs through it, and this main line is crucial. It must not only conform to the general form of real estate advertising performance, but also follow the psychological interest of consumers in reading. Basically, the organization of real estate advertising is represented by the following two points: First, from hardware to software. Spirit is based on material, and as a real estate project, the hardware facilities of the project must be interpreted from the perspective of spiritual life, but only the hardware facilities are real things for consumers. Therefore, in terms of organizational understanding, we should first start with the hardware analysis of the project, and then move up to the spiritual enjoyment and lifestyle brought by the hardware through these hardware. Second, from big to small.

What a real estate brings to consumers is not just the project itself, but also involves its geographical location, traffic conditions, surrounding facilities, etc. When looking at a house, consumers first start with these, and then consider The internal supporting facilities and community atmosphere of the project itself, and finally the building structure and atrium garden, as well as the unit type and property management, including the decoration materials of the existing house, etc.

At the same time, in a project, whether it is the humanistic care, spiritual enjoyment, or even lifestyle, it is the main idea that always runs through it and should be reflected in all aspects. .

2. Exposition structure:

Under the premise that the overall structure is clear, the specific explanation must also follow the language logic and the reading habits of the public. If a real estate project involves something conceptual, the concept should be explained first, and then the concept should be refined and integrated. In addition, some causal relationships should also be clear. For example, the north-south transparent design is a prerequisite for ventilation and lighting, which must be pointed out first.

3. Suitable to the theme:

In the early stage of planning, a project will go through detailed market research. At the same time, based on some characteristics of the architectural design, we will extract ideas that are suitable for consumers and Several selling points of the property. However, in order to strengthen memory points, in general real estate advertising operations, a representative marketing theme will be extracted from each selling point, and this point is the theme that must always be adhered to in advertising operations. As the main line, in some advertising forms with less expressive content, such as outdoors and on walls, it must be implemented directly, while for advertising forms with more expressive content, such as brochures and posters, this must always be used as the main line from beginning to end. But it’s not just about the theme appearing everywhere, but more importantly, how to integrate the theme into it without being invisible.

4. Word usage:

In project advertising, this is a situation that is easily overlooked. The use of some words may seem like a small problem, but it may leave a bad impression on consumers. For example, there are basically three situations in the use of personal pronouns: one is the first person (I, we), the other is the second person (you, you), and the third is the generalized person (such as people, etc.). If these types of pronouns must always be used in a certain way in a long advertisement, if there is no continuation in use, the entire advertisement will lose its integrity and easily cause confusion in consumers' reading. Especially with regard to the use of "you" and "you", consumers' sensitivity to this can cause developers to feel insincere. In addition, when using some quantifiers, you must also insist on using the same words.

5. Text expression:

The first prerequisite for text expression is smooth writing, try to avoid using uncommon words, and reflect the sincerity of the developer in a simple way. In terms of expression, the main selling points of the real estate should be expressed completely and concisely in the most concise sentences. At the same time, the reading ability and level of the target consumer group of the project should be targeted so that the audience can understand the meaning of the advertisement.

6. Clear priorities:

At the same time, advertising should be clear about priorities. For the selling points that need to be expressed emphatically, you must spare no effort in writing, try to fully explain the theme of expression, and conduct in-depth exploration. For secondary selling points, or content that is not the project itself and is not particularly attractive (such as peripheral accessories), you should be sparing no effort and click until the end. This can leave space for consumers' imagination, attract them to the sales office, and promote sales through the purpose of experience.

7. Avoid straightforward descriptions, but further elaborate on functions, atmosphere and life-oriented concepts.

Real estate advertisements have a relatively large rational component, but in order to make the advertisement more attractive, in addition to having a strong visual impact, the excitement of the copywriting is also a very important indicator. In real estate advertisements, in addition to being able to clearly state the selling points, it is also important to pay attention to the way the selling points are expressed. Avoid straightforward descriptions. Instead, they should be attractive to attract consumers to read all the advertisements, and the title should arouse consumers' interest as much as possible. In addition, for a point in the real estate, not only its function must be clearly stated, but also it must be elevated to an atmosphere and life-oriented concept. For example, for supporting schools, we cannot directly express how close the schools are, but should further elaborate on sublimated concepts such as reserving children's brilliant future. Summary: Real estate advertising is actually an advertising art that pays more attention to techniques and creativity, and copywriting is also a very important part.

To be an excellent advertisement, you must constantly accumulate in the process and be good at learning and summarizing.