How to name a real estate project?

1. The importance of real estate naming 1. Reflection of the core positioning of the market

With the intervention of planning agencies, real estate development has become increasingly standardized. After the market positioning of a property is completed, the naming of the property is a reflection of the core positioning of the market. The name of a property may have profound cultural heritage or meaningful meaning, may instill a new living concept, reflect regional characteristics, display a brand image, or convey the warmth of family. In short, it is closely related to the positioning of the property.

2． The first driving force of the market

The name of the property is the first appeal to the market. A property name that is highly approachable and aesthetically pleasing can create a first impression on customers and strengthen the first impression of buyers. Although it may not play a decisive role, a connotative name can at least attract the target. Customers pay so much attention to the property that they want to view the property on site. A successful case title makes the entire planning and marketing strategy more effective with half the effort.

3． Psychological hints to home buyers

The first impression of the case name runs through the whole process of real estate marketing, and even plays a subtle role in the entire process of viewing, selecting, and signing contracts. Functionality, identity, and affinity will give customers strong psychological hints and encouragement.

4. The developer's commitment to the property owners

The property name is actually the developer's public commitment to the property owners for their property. The developer must not only make the properties and functions of the property consistent with the property name, but also ensure that the name The fact that the name of the case triggers the beautiful vision of the homebuyers is consistent with the actual existence of the real estate.

5． Significance of the brand in the real estate market

A good real estate name has a sense of emergence and extraordinary response. When it is liked and recognized by professionals, it can have the effect of promoting sales, and even Becoming a brand is crucial and of great significance to the later sales of phased development properties in large residential areas.

2. Real estate naming principles

Real estate advertisements are often large and eye-catching, and the publicity is long-lasting and concentrated. People will be attracted by their huge momentum whether they buy a house or not. Therefore, a well-conceived real estate name can not only strongly attract people's attention and stimulate followers' associations, but also make followers unconsciously add new content to it, thereby arousing potential users' attention and desire for the real estate. , which will undoubtedly have a good impact on real estate sales.

Naming real estate is like naming a person. Although the planners can freely use their creativity based on the geographical location, surrounding environment, competitive real estate characteristics, overall planning, style and taste, historical context, customs, etc. of the case, However, it is difficult to come up with a good name with appropriate meaning, profound coverage, freshness and relevance. Based on experience, the author summarizes it as follows.

1． Real estate naming should break conventions, be creative and unconventional. Try to avoid naming properties after ×× garden, ×× apartment, ×× square, ×× building,

×× community, ×× center, etc., or with place names or block names. It is both cliché and easy to name. They are similar, and it is difficult to come up with a distinctive name.

2． The naming of the real estate should be full of the flavor of the times. Unless the positioning of the real estate is special, use words that are not well known to the public as little as possible, such as XX Di, XX Peak, XX Di, XX Terrace, XX Fort, XX Square, etc. These suffixes are ancient and long-standing, carrying rich history and culture, but they lack the flavor of the times and give people a psychological hint of darkness, isolation and lack of sunlight. They are especially unsuitable for large residential areas.

3． Recently, there seems to be an upward trend in the naming of real estate properties with suffixes such as village, courtyard, residence, village, pavilion, and villa. These suffixes have higher cultural taste. Although they are equally old, they are not decadent and have the mysterious and elegant feeling of old and village, such as XX village gives people a sense of group belonging, XX courtyard gives people a sense of noble independence, XX residence has a leisurely and unrestrained ethereal feel, XX village has a sense of returning to nature to nourish one's life, and XX house has a sense of style and culture. However, villages, courtyards, and villas are suitable for large residential areas, while residences, pavilions, and pavilions are suitable for group names or independent, small-scale properties.

4. The real estate name has strong identification and outstanding personality. It should reflect the difference and uniqueness of the real estate, and be consistent with the market image positioning. When naming, you can emphasize the geography of the real estate, such as Hongkou Model, humanities, such as the dragon veins of Han and Tang Dynasties, and the environment. Such as Yunjian Water Village, brands such as Ziwei Garden, Vanke Star Garden, and real estate positioning, such as Tang Yu Kangcheng (functional positioning), North American Classics (style positioning), Diamond Dynasty (target market positioning of high-income groups), Wanjia Lighting ( The target market locates the ordinary income class), etc.

5． The real estate naming should not only have a strong human touch and appeal, but also have a sense of warmth and affinity both literally and metaphorically. On this basis, the name of the real estate should also have regional characteristics, so the real estate will be more attractive. Regional characteristics include two aspects, one is local culture and the other is foreign culture. Local culture has strong affinity and human touch, but it is often decadent, backward and lacks new ideas, and cannot satisfy people's natural pursuit of external culture. Exotic cultures are novel, fashionable, and highly appealing, but it is easy to draw tigers and dogs, which are out of touch with regional characteristics. The name of the case may not match the actual name. Take Yue (Yue) Haihaoting as an example. The name of the case is very Hong Kong and Taiwanese, and is most suitable for The coast of Guangdong is secondarily suitable for the coast of Jiangsu and Zhejiang. Shandong is also barely suitable (reading the sea is acceptable, and Haoting is barely). Liaoning is worthy of discussion. If it is used in the northwest, it will make people laugh. Not to mention that there is no sea to read (please), and the economic income is also huge. If you don't get up, you will feel like a rich man.

6． The name of the property should play a role in screening customers, so the naming should be consistent with the properties of the property. For example, properties named after aristocratic, imperial, or European and American scenic spots are mostly apartments or villas for the high-income class; properties named after the traditional style, Fu Lu Shou, Properties named in the warm and friendly style and Fenghuaxueyue style are mostly cheap civilian residences or affordable housing; the landscape-style buildings are for the noble residences of the middle and upper income classes that require improved living quality; the classical style of courtyards and pavilions The right ones are for professionals with a higher cultural level. Pavilions and mansions are mostly single multi-storey and small high-rise buildings; buildings and central squares are mostly business or commercial and residential single or double high-rise and super high-rise buildings; apartments are mostly Commercial and residential buildings are single multi-story and high-rise buildings; gardens and gardens are mostly ordinary residences; huts, mansions and mansions are mostly high-end residences.

7. In order for a property to be successful in sales, it must highlight the product advantages that the property has that other competing properties do not have and that are accepted by the majority of home buyers. The name of the property can be used as a carrier to highlight and strengthen these advantages, and if it is marked with a place name, Such as Xingqing Community, Shiyuan New Village, etc., or marked by buildings, such as Qinglong Community, etc., or marked by functions, such as XX Securities Building. Such naming only tells general information and is not part of the marketing method. Looking at the naming of real estate in Xi'an, there are very few names that can be combined with the biggest advantages of the real estate, and naming that reflects ecology, green, environmental protection, and health are even rarer.

8． In addition to considering the size of the project (such as gardens, gardens, villas, villages, and buildings are obviously different in scale), positioning, and taste and style (such as new villages, new gardens, communities, squares, centers, etc., the taste and style are obviously insufficient), the real estate naming also implies the style of the property. In addition to quality and grade, it is best to have a certain cultural content, and the names of properties that contain Chinese and foreign historical and cultural accumulation are the best. Such as Wolong Villa, Dragon Veins of Han and Tang Dynasties, Kaiyuan Shengshi, Athena, Mountains and Flowing Waters, Shanglin Garden, Humble House, etc.

9． The real estate name should also be comprehensively reviewed from the meaning, pronunciation and shape. It should be easy to remember, pronounce, sound and look good. The meaning should be beautiful, imaginative, and avoid ambiguity; the pronunciation should be smooth and appropriate, avoid awkward words, and be conducive to communication (such as Tangyuan Xinyuan, Yuanyuanyuan, etc.); the shape should be suitable for both printing and cursive, clear in size, and beautiful in combination.

10． The name of the property must not only match the properties of the property, but also the name and reality. For example, ordinary residences are named XX International, and affordable houses are named XX Haoyuan, which makes the target users feel intimidated and intimidated; while high-income people tend to think that this is a trick, which makes the developer lose credibility; if the villa is originally As a symbol of the socio-economic status of successful people, the naming of the property should be noble and prominent, making the residents feel honored and proud. If we name Fulai Garden, ×× Family, or ×× New Century, it will not satisfy the psychological needs of successful people to be respected by their surroundings and recognized by society; for example, laying a lawn and naming it an oasis, digging a hole to fill it with water and naming it a lake, and digging ditches and hills to name a landscape Wait, this kind of real estate that does not match the name and reality not only creates a huge gap in expectations among home buyers, but also loses confidence and appeal in the market.

With the standardization of market competition and real estate development, the name of a property has evolved from a general identifier to an integral part of the overall marketing of the property.

The case names listed above are just a few of the ones the author picked among thousands of flowers. Even so, their splendor and variety show the prosperity and exuberance of the real estate market and the breadth and depth of Chinese culture.