What points should be paid attention to in excellent real estate planning copywriting?

Characteristics and laws of real estate advertising copy

In recent years, real estate has increasingly become a major consumption in China people's lives. The whole real estate market can be basically divided into three parts: ordinary houses; Office building, office building, apartment, etc. ; Senior residence, villa, etc.

1, the property characteristics of real estate

As a special commodity, real estate consists of tangible goods such as quality, design, location and environment, and intangible goods such as appreciation potential, status symbol and style. Therefore, every building has distinctive features, strong personality and irreplaceability.

2. Characteristics of the real estate market

Different consumer groups have different needs, and developers often have clear pertinence. But no matter which consumer group, real estate is still a high-priced and high-risk investment. Therefore, the decision to buy is often very carefully considered, rich information, the image and reputation of developers are very important factors, and advertising is an important communication channel.

3. Characteristics of real estate marketing.

Due to the individuality and high investment of real estate, if we can make good use of it, better plan the product positioning, analyze the household level, introduce unique payment methods, or be good at hype atmosphere, we will form a better marketing opportunities.

For example, Wang Fu Garden Villa Development Company's "Wang Fu Garden" highlighted its marketing features in the advertisement. Wang Fu Garden presents a space-time shared star-rated hotel high-class garden residence in a unique form, effectively dividing private garden residence into time and property rights, allowing customers to own part of property rights in proportion, and reasonably dividing the time through computerized management, publicly selling all parts of property rights, so that property owners can enjoy the whole private garden residence at different time periods.

The performance law and characteristics of real estate advertisements

1. Real estate is a commodity with high participation. No matter how rich the advertising information is, consumers can't buy it by name just by advertising. Real estate advertising is to make consumers interested from attention and understanding. Because they are interested, they call or make a special trip to the real estate sales office to ask for more information, so as to further understand and make a decision on whether to buy. When salespeople are doing their work, consumers' impression of property image and company strength obtained through advertisements will have a positive impact on sales work.

2. The task of real estate advertising is to make consumers interested and call, so it is not necessary to cover everything, as long as it highlights the most distinctive features of property and marketing.

3. The demands of real estate advertisements mainly focus on geographical location, convenient transportation and environment. Property quality, design, supporting, management, etc. ; Price; A symbol of taste and social status. According to the different grades of houses, advertisements should also focus on attractive places:

(1) For ordinary residential advertisements of the working class, more emphasis is placed on preferential prices, reasonable layout, convenient transportation and perfect service.

(2) High-end villas and apartments for wealthy consumers pay more attention to the community environment and its status.

(3) emphasizing the appreciation potential of real estate will be more attractive to consumers who purchase houses for the purpose of making profits from investment.

(4) In addition, it is easy to win the trust of consumers by establishing the developer's honest image.

4. Laws and regulations related to real estate advertising:

Not long ago, a Taiwan-funded real estate developer in Shanghai used the appeal of "Shanghai French Concession Style" in an advertisement, which caused the accusation of "damaging the interests and dignity of the country and the nation". Therefore, when writing real estate advertisements, we must pay enough attention to relevant laws and regulations.

When creating real estate advertisements, we should not only abide by the general rules in the Advertising Law, such as "truthfulness and legality, no false content, no deception and misleading of consumers", but also abide by the relevant laws and regulations of the real estate industry, such as the Urban Real Estate Management Law, the Regulations on the Management of Urban Real Estate Development and Management Plans, the Measures for the Management of Real Estate Sales, the Law on the Protection of Consumers' Rights and Interests, and other specific management rules in various places.

How to write real estate advertising copy

Step 1: Check and observe the site.

Real estate advertisements sell the same commercial houses, but their location environment and planning connotation are still different. The author should first go to the construction site for in-depth observation and thinking, and get first-hand opinions and inspiration. We must observe and understand the nearby environment and related facilities, such as markets, parks, schools, traffic conditions and street landscape. Some people look casual, others think that they have seen a place before, "I know it very well", and even disdain to look at it, which is a big mistake. To write a copy of real estate advertising, we must first move our feet, be "down-to-earth" and find the most novel and practical inspiration.

Step 2: Collect relevant information.

Information related to housing cases should be widely collected, whether at hand or outside. Market researchers can be asked to provide information about competitors and previous or nearby cases (such as brochures and posters, etc.). ) for reference and comparison.

In addition, you can consult by phone or face to face with relevant personnel.

Step 3: Filter the data.

Observe and sort out all the data comprehensively, arrange them in priority order according to their importance, and store them according to their value and availability. In the process of data sorting and thinking, some ideas will be generated, which can be used as a preliminary choice.

The fourth step: deeply understand the advantages and disadvantages of the product and identify the selling point.

We should deeply understand and analyze the connotation of residential products. If there is any ambiguity, you should consult the relevant personnel of the company or experts such as architects and investment owners. The analysis points are as follows:

1, find out the characteristics of the product.

2. Compare with the competitive products in the market and 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 products and the psychology of current buyers.

Step 5: Get to know the buyers.

Residential products have differences in high price, medium price, low price and regional environment. Therefore, the target market of each case has its own unique characteristics. The author needs to know the background and psychological trend of buyers, in order to write a complete appeal copy that can attract them.

Such as income, occupation, education level, age, buying habits, decision makers, regional characteristics, etc. , should be fully considered and understood.

After the above five stages, we can easily enter the creative field of real estate advertising copy.

Main points of real estate advertising copy creation

Among all types of advertisements, real estate advertisements may be the most difficult to grasp, so many advertisers refuse real estate advertisements. However, due to the continuous warming of real estate, real estate advertising is still a business that advertising companies pay more attention to. There are many characteristics of real estate advertisements that are different from other advertisements. It is a very rational thing, but we can't stay on rationality. It is also necessary to rise to some perceptual life concepts. In addition, for most people in China, buying a house is very important and must be very cautious, which also determines that real estate advertising is more difficult than some product advertisements that make consumers prone to purchase impulses. So how to grasp the scale between rationality and sensibility, and how to impress consumers from the emotional angle of life and home? As a worker engaged in real estate advertising, the author hopes that the points summarized in the copywriting work can bring inspiration and help to peers.

1, grasp the overall order:

The main advertising forms in real estate advertisements include loushu, DM posters and newspaper advertisements, among which there is always a clear main line of expression, which is very important. It should not only conform to the general form of real estate advertising, but also follow the psychological interest of consumers in reading. The organization of real estate advertising basically shows the following two points: First, from hardware to software. Spirit is based on matter, and as a real estate project, we must interpret the hardware facilities of the project from the perspective of spiritual life, but only the hardware facilities are real to consumers. Therefore, in order to grasp the organization, we must first start with the hardware analysis of the project, and improve the spiritual enjoyment and lifestyle brought by the hardware through these hardware. Second, from big to small. A real estate brings consumers not only the project itself, but also the geographical location, traffic conditions and surrounding facilities. Consumers look at the house first from these, then consider the internal facilities and community atmosphere of the project itself, and finally the building structure and atrium garden, as well as apartment type and property management, including the decoration materials of existing houses.

At the same time, in a project, whether it is humanistic care, spiritual enjoyment or even lifestyle, it is the main concept throughout and should be reflected in all aspects.

2. Explain the structure:

In the case of overall clarity, the specific explanation should also follow the language logic and the reading habits of the public. If a real estate involves some conceptual things, first clarify the concept, and then refine and synthesize the concept. In addition, some causal relationships should be clear. For example, the north-south transparent design is the premise of ventilation and lighting, so it must be pointed out first.

3, in line with the theme:

A project will go through detailed market research in the early stage of planning, and at the same time, according to some characteristics of architectural design, several selling points that meet the needs of consumers and real estate will be refined. However, in order to strengthen the memory, the general real estate will extract a representative marketing theme from each selling point in the advertising operation, and this point is the theme that must always be adhered to in the advertising operation. As the main line, it must be directly implemented in some advertising forms with less expression, such as outdoor and fences, while for advertising forms with more expression, such as loushu and posters, it must always be the main line. However, it is not simply that the theme appears everywhere. It is more important to consider how to integrate the theme into it without being invisible.

4. Use of words:

In project advertisements, this is an easily overlooked situation. In the use of some words, seemingly minor problems are likely to leave a bad impression on consumers. For example, there are basically three situations in the use of person, one is the first person (me, us), the other is the second person (you, you), and the third is the generalized person (such as person, etc.). These people say that if you insist on a certain usage method in a long advertisement, if you don't continue to use it, it will make the whole advertisement lose its integrity and easily cause confusion for consumers to read. Especially for the use of "you" and "you", the sensitivity of consumers will cause the developer's insincerity. In addition, in the use of some quantifiers, we must stick to the same word.

5, text expression:

In terms of writing expression, the first premise is to write fluently, try to avoid using uncommon words, and reflect the sincerity of developers in a simple way. In terms of expression, we should use the most concise sentences to express the main selling points of the real estate completely and concisely, and at the same time let the audience understand the meaning of the advertisement according to the reading ability and level of the target consumer groups of the project.

6, clear focus:

At the same time, the priority should be clearly defined in the advertisement. For the selling points that need to be emphasized, we must spare no effort in writing, fully expound the theme as much as possible, and dig deeper. For the second selling point, or not the project itself, or the content that is not particularly attractive (such as the surrounding facilities), we must cherish the ink and stop. This can leave the consumer with imagination, attract him to the sales office and promote sales through experience.

7. Avoid flat narration, but further elaborate the concepts of function, atmosphere and life.

The rational component of real estate advertisements is relatively large, but in order to make advertisements more attractive, besides the strong visual impact, the wonderful degree of copywriting is also a very important indicator. In real estate advertising, besides being able to make the selling points clear, we should pay more attention to the expression of selling points, avoid plain descriptions, attract consumers to read all the advertisements in a fascinating way, and the titles should arouse consumers' interest as much as possible. In addition, for a point in the real estate, it is necessary not only to clearly express its function, but also to rise to a concept of atmosphere and life. For example, supporting schools cannot directly express that the distance between schools is very close. It is necessary to further elaborate the sublimation concepts such as making appointments for 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, we must accumulate constantly in the process and be good at learning and summarizing.