What are the types of real estate advertising copywriting?

There are several basic forms of real estate advertising copywriting: case title, SLOGAN, outdoor anti-aircraft guns, fences, road flags, guide flags, sales office display boards, single pages, foldouts, newspaper clips, posters, Brochures, manuals, newspaper print media advertisements (soft, hard, semi-soft and semi-hard), TV media advertisements, etc., DM direct investment.

1. Case name Advertising purpose: The case name should be said to be the first step in real estate marketing planning. First of all, the case name can be said to be the first advertisement for a real estate project, and it is also the most direct advertisement. It not only supports the depth of memory of the case name in people's minds, but also supports the popularity of the project in the market. Case names can clearly locate consumer groups, and developers can use case names to attract specific groups of people. This effect of the case name is most obvious in the different development stages of the project. A good case name can attract consumers' attention, stand out among many real estate projects, show the characteristics of the real estate, and convey these characteristics to consumers in the first time.

Writing structure: 1) Ordinary developers: generally within five words 2) Brand developers: generally within seven words Entry point: Ordinary developers generally use the characteristics of the project itself as the support point, and start from the project The physical attributes and mental attributes are used as the entry point. Brand developers generally continue their own brand style. Most of them add the developer's brand name before the project name, or some simply name it after the developer's brand.

2. SLOGAN: Advertising purpose: SLOGAN is the advertising slogan. It is the concentrated and refined essence of a project. It is a scientific preliminary analysis of the products, consumer objects, and corporate culture concepts to be promoted in the advertisement. , is an exploration of consumer demand, consumer psychology and many other fields. It is a part of the marketing strategy. It accompanies the entire stage of communication and is also the core leader of the project. Many real estate projects like to use SLOGAN as the positioning language of the project.

Writing structure: (usually within 10 words) 1) Physical attributes 2) Mental attributes 3) Physical + mental entry point: You can consider both physical attributes and mental attributes. It physically represents the biggest selling point of the project, and mentally it is the claim or promise of the project.

3. Purpose of outdoor anti-aircraft artillery advertising: Anti-aircraft artillery is also called traffic road sign advertising. It is generally located at intersections or important sections of urban roads. On one side, it indicates the direction for vehicles and pedestrians, and on the other side, it displays the company's corporate information for pedestrians. Brand and image. Anti-aircraft artillery advertisements are generally located at crossroads, attracting high attention from passers-by and can play a good communication role. Anti-aircraft artillery advertisements have the characteristics of continuous release. For example, continuous release along the entire road can show the momentum and strength of the company, and the effect is excellent.

Text structure: The main text structure is similar to SLOGAN 1) Direct quotation of SLOGAN 2) Project selling point (advertising title) 3) Project location indication (such as XX meters ahead) Entry point: Focus on the core image of the project, You can put SLOGAN directly, or you can refine the core advantages of the project. The number of words depends on the characteristics of road traffic. For example, if the expressway is for vehicles and the speed is relatively fast, the number of words should not exceed 15 words. If the vehicles are moving slowly in the city, When the number of target people among pedestrians is high, the amount of text can be appropriately increased.

4. Purpose of advertising on walls, road flags, and guide flags: Because it is outdoors, the viewing distance and speed of the viewer must be taken into consideration, so the text content is not very useful, and the core and most important part of the project should be grasped. Write the main points, try to be clear at a glance, and leave a deep impression on the quick glances of walking or driving.

Writing structure: Generally 3-6 blocks, the core selling points can be organized and described separately.

1) Basic information of the project 2) Advantages of the project + What are the benefits 3) Advantages of the project + What are the benefits + Benefits brought to customers Entry point: Sort out the core selling points of the project according to the advertising purpose, and analyze the psychology of the target group , using the concept of SLOGAN as the main line,

5. Purpose of advertising on the sales office display board: Customers generally go to the sales office to have an overview of the project's display board content when there is no specific explanation from the sales staff. , the most important purpose of the content of the exhibition board is to give people a clear basic understanding of the overall overview of the project after reading it. Therefore, the content of the exhibition board must express the core advantages of the project, arouse customers' goodwill and take the initiative to learn more about it.

Writing structure: 1) Main tag 2) Main tag + content entry point: The main tag starts with the advantages of the core selling points of the project, starts with the benefits brought by the advantages, and makes a complete comparison of the selling points description.

6. Single pages, folded pages, and newspaper clips. Refining the core selling points of the project for advertising purposes is a single piece of printed matter for the purpose of publicity. The content is the advantages of the project that need to be understood by customers. It is best not to have too much content, be concise and clear, with pictures and texts, and be more exquisite to impress customers more deeply and achieve a more ideal publicity purpose.

Text structure: Single page, folded content and text are generally planned according to the sales purpose 1) The core selling points of the project are described in a certain logical order 2) A certain item is elaborated separately (such as house type) Cut-in Points: The content can be consistent with the content of the exhibition board, but the connection between each part must be emphasized. Each point must have an overall core command and be related to each other, and the style must be consistent.

7. Posters Advertising purpose: Recently, posters in real estate projects are widely used. Many small projects use them to replace real estate brochures, and some projects use them instead of folding sheets. It is a simple explanation of the overall characteristics of the project. Generally, a local map is placed on the back. It is not only easy to carry, but its practicality and high usage rate also make it superior to floor books and foldouts.

Text structure: According to project points: overall introduction + description of each part of each selling point: main tag + body text + mandatory inclusion or main tag + body text (mandatory inclusion is integrated into the body text) Entry point: Same as folding page.

8. Property brochure: The purpose of advertising is to enhance the overall image of the company and the property and promote the property. A well-produced property brochure with comprehensive content and unique expression is the best medium to display the image of the company and the property. This enables customers to have a comprehensive understanding of the developer's strength and real estate characteristics, thereby strengthening their recognition of the developer and its real estate.

Writing structure: Preface (spiritual refinement) + image chapter + planning chapter + transportation chapter + garden chapter + supporting chapter + property chapter + education chapter + house type chapter + team + background chapter + back cover (project basis information). Entry point: In fact, the book can also be seen as the expansion and perfection of the folding pages, connecting everything about the project with life, and ultimately showing an attractive vision of life.

9. Print media advertising Purpose of advertising: Print media advertising is a very important and necessary part of real estate advertising. It is an important link for real-time communication between products and customers. It is extensive and highly time-effective. It is flexible and adaptable, and can make timely and effective flexible adjustments according to market changes. According to the sales strategy, it can be roughly divided into: 1. Promotional advertising. Most real estate advertisements belong to this type. The main purpose of the advertisement is to convey relevant information about the property for sale and attract customers to purchase it. 2. Image advertising. The purpose of advertising is to establish the brand image of developers and real estate properties and to leave an overall and long-lasting impression on people. 3. Concept advertising. The advertising purpose is to promote a new lifestyle and living fashion. For example, the "Guangzhou Back Garden" concept plate spreads a new concept of enjoying a relaxed life in a suburban residence after busy and stressful work. 4. Public relations advertising. It appears in the form of soft advertisements, such as notices of joining a partnership or socializing published in the mass media, various congratulatory speeches, thank-you speeches, etc. Text structure: Most of the basic forms are the same: main tag + subscript + text + mandatory inclusion.

Mandatory inclusion section: basic information of the project, development, architectural design, marketing team, address, property, contact number, pre-sale license number, statement information, etc. This is the content that must be included in every article and generally does not need to be changed. Get to the point of advertising design and performance. This is a very important part, all considerations will eventually be implemented in specific pictures, words and words. ① Eye-catching title. 50%-70% of advertising effectiveness is the power of headlines. The title must be eye-catching and clearly expressed, and it is even better if it has a certain literary talent. ②Concise copywriting. The text description of the advertisement must be clear in priority and concise. There is no need to explain all the information about the real estate in one advertisement. Highlight the key points and speak fluently. ③ Avoid ambiguous creative ideas. If an advertisement is easy for people to associate with other aspects, it will deviate from the purpose of the advertisement and waste costs.

10. Manual: Advertising purpose: The manual can be regarded as a product performance specification. Products, properties, supporting facilities, brand teams, etc. are widely used in the operations of many markets. Since large-scale projects will be developed in multiple phases, and the architectural styles and living atmospheres they reflect are also very different, manuals often replace the form of the building brochure, focusing on a specific aspect in detail. Compared with the building brochure, it is more targeted and also Advertising costs increased accordingly. Structure: The structure of the manual is roughly the same as that of the property brochure. The difference is that it does not elaborate on the entire property, but on a certain part of the property. Mainly use rigid explanatory text, and the expression must be clear and intuitive. Entry point: Generally, there is a large amount of basic information, which needs to be refined, prioritized and explained in an orderly manner. The focus will also have different requirements depending on the project.

11. Television media: Advertising purpose: Demonstrate the overall style of the project in the future through intuitive lens language and text, impress the audience through visual stimulation and artistic conception, and leave a deep memory. A good film and television script can vividly express the characteristics of the real estate. Text structure: Film and television script: three-dimensional animation, two-dimensional animation, real-shot or comprehensive picture + scene description + subtitles + sound effect control + narration Entry point: impactful picture, space for imagination, mostly based on geographical location as the shooting route, Use the feeling of life as the clue of the picture. See more excellent film and television works.

12. DM direct mail: Advertising purpose: DM magazine, that is, direct mail advertising, refers to the form of advertising that sends advertisements directly to the advertising audience through the postal system. Strong pertinence - advertising targeted at target consumer groups so that publicity can be done in one step is an important means of target marketing. Flexible and efficient - DM can be used across time, space and in various forms, with a large amount of information; it is easy to collect and circulate, and has the effect of secondary and multiple dissemination. Economical and affordable - using DM requires less capital investment and a high rate of return. Human touch - DM originated from letters, and has the unique intimacy of letters, making it easy for people to accept. High measurability - DM allows advertisers to easily obtain direct feedback from the target audience, and the communication effect is easy to measure. Strong confidentiality - the release form is concealed, and the advertising strategy is not easily detected by competitors. Classification structure: Classification of DM magazines 1. According to content and form. 1. Discount coupons. When carrying out promotional activities, coupons with preferential conditions and measures are attached to attract consumers to participate. 2. House model room. The floor plans and text content are introduced in detail to directly impress the other party with the product advantages of floor plan planning. 3. Single poster. A single poster carefully designed and printed by an enterprise to promote its corporate image, products, services, etc. 2. According to the mode of delivery. 1. Newspaper and periodical folders. Cooperate with newspapers, magazine editors or local post offices to deliver corporate advertisements as inserts to newspapers and periodicals to readers. This method is now used by many companies. 2. Send letters according to the customer list. Mostly suitable for bulk commodity trading. Such as from manufacturer to retailer, or from wholesaler to retailer. 3. Hire personnel for delivery. The company hires personnel to deliver 4. Bank statements directly to potential target customers or their residences or units as required. Delivered directly with bank statement to