How to name a real estate project?

First, the importance of building naming 1. Reflections on the market core positioning

With the intervention of planning agencies, real estate development is becoming more and more standardized. After the market positioning of real estate is completed, the naming of real estate is the embodiment of market core positioning. The real estate name or cultural heritage is profound, or meaningful, or instilling a new concept of living, or embodying regional characteristics, or displaying brand image, or telling family ties. In short, it is closely related to the real estate positioning.

2. The first driving force of the market

Property name is the first demand in the market. A real estate name with great affinity and aesthetic pleasure can give customers a first impression and strengthen the first impression of home buyers. Although it may not play a decisive role, rich case names can at least attract the attention of target customers to the real estate itself, thus triggering the desire to see the house on the spot. Successful case names make the whole planning marketing strategy get twice the result with half the effort.

3. Psychological hints to property 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 whole process of looking at the house, choosing the house and signing the contract. Its functionality, identification and affinity will give customers strong psychological hints and encouragement.

4. The developer's commitment to property buyers

The name of the building is actually a public commitment made by the developer to the buyers for his own building. Developers should not only make the nature and function of the building consistent with the name of the building, but also ensure that the beautiful vision caused by the veritable case name is consistent with the real existence of the building.

5. Show the brand of the real estate market.

A good real estate name has an extraordinary response. When it is loved and recognized by professionals, it can promote sales and even become a brand, which is very important and significant for the later sales of large residential areas in stages.

Second, the naming principle of real estate

Real estate advertisements are often large and eye-catching, and the publicity is persistent and centralized. Whether people buy a house or not, they will be attracted by its great momentum. Therefore, a well-conceived real estate name can not only attract people's attention, stimulate the association of followers, but also make followers unconsciously give her new content, thus causing potential users to pay attention to and think about the real estate, which will undoubtedly have a good impact on real estate sales.

Naming a property is like naming a person. Although the planner can give full play to his creativity according to the geographical location, surrounding environment, competitive real estate characteristics, overall planning, style and taste, historical context, local customs and so on, it is difficult to give a good name with appropriate meaning, profound coverage and freshness. According to my experience, the author summarizes as follows.

1. The name of the building should be creative and unconventional. Try to avoid xx garden, xx apartment, xx square and xx building.

It is not only conventional, but also easy to be similar, and it is not easy to have a distinctive name.

2. The naming of real estate should be full of the flavor of the times. Unless the building is in a special location, try to use words that are not well known to the public, such as ×× mansion, ××× hilltop, ×××× first, ××××× terrace, ××××× battery, ××××× square, etc. These suffixes, ancient and long-standing, contain heavy history and culture, but lack the flavor of the times, giving people a psychological hint of gloom, closure and lack of sunshine, especially in large residential areas.

3. Recently, the naming of buildings with village, court, house, village, pavilion and porch seems to be on the rise. These suffixes have high cultural taste, but they are equally old, but they have the mysterious and elegant feeling of Laozi and Zhuangzi. For example, XX village gives people a sense of belonging to the group, XX court gives people a sense of noble independence, XX lives carefree and chic, and XX Zhuang returns to nature. Villages, courtyards and villages are suitable for large-scale residential areas, while houses and pavilions are suitable for group naming or independent and small-scale real estate.

4. The building name has strong identification and outstanding personality, which should reflect the differences and distinctiveness of the building and be consistent with the market image positioning. When naming, you can emphasize the geography of the building, such as Hongkou mode, humanities, such as Long Mai in Han and Tang Dynasties, environment, such as Yun Jian Shuizhuang, brands, such as Weizi Garden, Vanke Xingyuan, and architectural positioning, such as Tang Yu Kang City (functional positioning) and North American classics (style positioning)

5. The naming of real estate should not only have a strong human touch and appeal, but also have a warm feeling and affinity in words and morality. On this basis, the name of the case has regional characteristics, so the property 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 and backward, lacking new ideas, and cannot satisfy people's natural pursuit of foreign culture. Foreign culture is novel, fashionable and infectious, but it is easy to draw a tiger and a dog, divorced from regional characteristics, and the name of the case is easy to be inconsistent with the facts. Take Yuehai Haoting as an example. The name of the case is very Hong Kong and Taiwan, which is most suitable for the coastal areas of Jiangsu and Zhejiang in Guangdong, and Shandong is also reluctant (the sea is fair, and Haoting is reluctant). Liaoning is worth discussing, and it is ridiculous to use it in the northwest, not to mention that there is no sea.

6. The name of the building should play the role of screening customers, so the name should be consistent with the attributes of the building. For example, buildings named after noble emperors and scenic spots in Europe and America are mostly apartments or villas for high-income groups; Buildings named after Fu Lushou's traditional style, warm and cordial style and romantic style are mostly cheap civilian houses or affordable housing; Noble residence with landscape style for middle-and high-income class to improve the quality of life; Classical style of pavilions, for professionals with high cultural level, pavilions are single-storey and small high-rise buildings; Buildings and central squares are mostly commercial or commercial single buildings or double high-rise and super high-rise buildings; Most apartments are commercial and residential single-storey and high-rise buildings; Gardens and gardens are mostly ordinary houses; Lu, Di and Di Duo are senior residences.

7. In order to achieve sales success, it is necessary to highlight the product advantages that the property itself has but other competitive properties do not have, and be accepted by the majority of property buyers. As a carrier, the property name can highlight and strengthen these advantages, while those marked by place names, such as Xingqing Community, Shiyuan New Village, or buildings, such as Qinglong Community, or functions, such as XX Securities Building, are just for general information and are not one of the marketing methods. Throughout Xi 'an's property naming, the naming that can combine the biggest advantages of real estate is rare, and the naming that embodies ecology, green, environmental protection and health is even rarer.

8. In addition to considering the scale of the project (such as gardens, pavilions, villages and mansions), positioning and taste style (such as new villages, new gardens, communities, squares, centers, etc.). ), the name of the building is a metaphor for the style and grade of the building, and it is best to have a certain cultural content, while the name of the building containing Chinese and foreign historical and cultural accumulation is better. Such as Wolong Mountain Villa, Long Mai in Han and Tang Dynasties, Kaiyuan Shi Sheng, Athena, Mountain Flowing Water, Shanglinyuan, my humble abode, etc.

9. The name of a building should be comprehensively investigated in terms of meaning, sound and shape, and it should be easy to remember, read, listen and look good. Righteousness means beauty, daydreaming and avoiding ambiguity; The voice should be even and appropriate, avoiding awkward words, which is conducive to communication (such as glutinous rice balls and new gardens, round gardens, etc.). ); Modeling, printing and grass are suitable, the size is clear and the collocation is beautiful.

10. The attribute name should not only match the attribute, but also be worthy of the name. For example, ordinary houses are named XX International, and affordable houses are named XX Haoyuan, which makes the target users daunting and take it for granted. The high-income class is easy to think that it is selling dog meat, which makes developers lose credibility; If the villa is a symbol of the social and economic status of successful people, then the name of the building should be noble and prominent, so that the occupants feel proud and proud. If it is named Fulai Garden, XX Home and XX New Century, it will not meet the psychological needs of successful people who are respected by their neighbors and recognized by society. For example, paving a lawn to name the oasis, digging holes to name the lake light, ditching and piling to name the mountains and rivers and so on. This kind of real estate not only caused a huge expectation gap in the hearts of buyers, but also lost confidence and appeal in the market.

With the market competition and standardization of real estate development, the name of real estate has evolved from a general logo to an integral part of real estate marketing. The names listed above are just a few flowers picked by the author. Even so, its splendor shows the prosperity and exuberance of the real estate market and the profoundness of China culture.