17 ways to hype real estate projects

Using media is far more than just placing advertisements; article writing is not as straightforward as talking about projects.

Regarding hype, the article lists 17 ideas - based on real estate projects and newspapers and media, but the ideas and methods are applicable everywhere.

1. Ranking Marketing

The media mobilizes, integrates professional forces in the industry, seeks support from government authorities, and demonstrates authority.

1. Cooperate with authoritative organizations on the "Honorable List"

For example: Shenzhen Commercial Daily media teamed up with the China Real Estate Index System Office and the China Real Estate TOP Research Group to launch the Real Estate Top Ranking.

Based on the impact of unit price, sales period, unit type, etc. on sales, a relative indicator - the best-selling index is launched; with sales speed as the core content and the best-selling index as the main basis, it is divided into weekly, monthly and quarterly lists. , semi-annual list, and annual list, to establish a quantitative evaluation system for the property market. (The data is included in the China Real Estate Index System)

2. Make summary selections from a macro perspective

Based on the 20 years of reform and opening up in Shenzhen, a series of special topics on "20 Years of Real Estate" are published——

"Top 20 in 20 Years"; "20 Floors in 20 Years"; "20 Data in 20 Years"; "100 Buzzwords in 20 Years"; "20 People Talking about 20 Years"...

2. Theme text marketing

Combined with market changes or project breakthrough needs, saturation attacks.

Momentum is very important. The entire page has a background color, a large masthead, and a large font title, which will have a large impact.

Forms such as blue paper, white paper, report, floor plan exhibition, etc.

1. Breakthrough - Flat House Exhibition

During the SARS epidemic in 2003, Shenzhen Commercial Daily launched 40 pages of the "First Flat House Exhibition", printed in 4-page small format and coated paper In the mid-term report format, 30 real estate properties participate (that is, 30 real estate advertisements are generated), and different routes are combined to view properties.

2. Price Breakthrough - Value Report

In 2001, Guangzhou Galaxy Bay became a sensation, and in 2005 it will make a "big splash" in Beijing.

A high-profile opening was not enough - the Boao Forum was invited to hold a special forum, attended by Long Yongtu and heads of state from many countries, and tens of millions of advertisements occupied prime media space in Beijing. The reputation is there, but the value is not clear, and the price is still questionable.

As a result, China Real Estate News planned the "Star River Bay Value Report", the content of which is -

Regional Value Chapter "From Guangzhou to Shanghai - The King Has No Boundaries"

< p> Industry value chapter "Full-finished product model solves the problem of China's housing industrialization"

Product value chapter "Build a house like a Rolls-Royce"

Brand value chapter "Brand Dark Horse Revised China" Real Estate Image"

3. Value Breakthrough - Life Magazine

In the cold winter of the property market in 2005, Shanghai Xinmin Evening News published the 16th edition of "Sanxiang Four Seasons Flower City Life Magazine". For the next three weeks, every day Free news coverage, more than 80% deactivated within 10 days.

How to fry?

1) Promote awards and solve regional problems - remoteness, non-government key development, thus participate in the "International Garden City", take the opportunity to win government support, and then organize regional linkage to support the real estate community In the name of running for election, he expanded his influence through newspaper reports.

2) Combining the awards to determine the project value - Songjiang's application for the award was a complete success, combining the benefits brought to the project by the general environment, and becoming a "media magazine" to warm up the market.

3. Exhibition Marketing

Not only good at using resources to create exhibitions, but also good at making clever use of exhibitions.

1. Create innovative exhibitions

Jointly hosted the China Shenzhen Winter Fair (Shenzhen has three traditional housing exhibitions in spring, summer and autumn) with the China Architecture and Culture Center of the Ministry of Construction, with an innovative theme - Media Annual Award-winning awards, real estate auction without reserve price, establishment of real estate professional managers club, real estate talent recruitment exhibition area...

2. Taking advantage of the opportunity to influence the exhibition

Taking advantage of the International Architectural Center Alliance Conference in Held in Beijing and gathering architectural elites from 29 countries, the media planned the "World (China) Famous Residential Residence Promotion Event", which was held at the Diaoyutai State Guesthouse in Beijing, where "Beijing's Future Boutique Properties" and "Shenzhen's Promotional Properties" were displayed on-site, and invited Keynote speeches by architectural experts who participated in the alliance conference.

4. Sports marketing

Including event marketing, venue and club facility marketing, sports star marketing, and sports customer group marketing (fan clubs, mountain climbing) Fans Association), etc.

1. Real estate people are everywhere

The media integrates real estate people to form the Real Estate Football League, invites club leaders and players, and then recruits them. A group of real estate developers were formed, and a real estate alliance cheerleading team and a fan expedition cheering group were established. Real estate tycoons came to the scene to cheer. The image of the real estate was also strongly displayed on the stadium, the screen, and newspapers to increase its popularity (as a highlight event, it was specially reported by Sports Weekly)

2. Concentrate on welcoming the championship team

In 2004, Shenzhen media teamed up with local real estate developers to hold the "Welcome Olympic Champions and 2004 Shenzhen Top Ten Gold Medal Champion Real Estate Award Ceremony". Tian Liang, Hu Jia, Luo Xuejuan, etc. Awarding guests.

Hype process:

September 4th and 5th: 1/3 of the front page advertisement revealed "The champion is coming"

September 6th : Gold Medal Celebration Special Issue "Shenzhen Real Estate, Inviting the Olympic Champion"

September 7: The article "The Champion is Coming, the City is Boiling"

September 10 and 11: Champion on-site viewing

September 10th: China Real Estate Special Commemorative Edition, 3 pages about the viewing situation

Later: Special editions of the top ten gold medal real estate properties are launched continuously

5. Celebrity Marketing

Borrowing names to create fame and grafting others on others

——The media industry of "how bold a person is, how productive the land is"

21. At the beginning of the 20th century, Jingji Real Estate's Bihaiyuntian project intended to invite Clinton - the difficulty was so difficult that it was shelved. Later, they took advantage of the opportunity of taking a detour to Hong Kong to discuss cooperation.

To solve the immigration problem, contact the President's Office, the Propaganda Department of the Central Committee, and The Ministry of Foreign Affairs finally approved that Tang Jiaxuan had no objections.

Invite him to come to a forum on "WTO and China's Real Estate Economy"

Once he comes, there is no need to worry - the government is willing to contribute, Yang Lan. I am happy to come, and the president of "Business Weekly" is happy to give a speech... All media are happy to publicize it.

It became famous all over the world. The first phase of the project was renamed "Presidential Palace" and was sold out.

6. Event Marketing

Keep up with current events and seize the benefits of real estate.

1. The Shenzhen-Hong Kong customs clearance media made a fortune

When the Shenzhen and Hong Kong ports were cleared, the Shenzhen newspaper industry created a "Twin Cities Property" concept and listed the relevant properties. Point to the customer groups in both places.

2. Real estate Hanbing entered the market with a semi-public welfare attitude

In 2005, when the regulation was cold, it was the 18th anniversary of Shanghai Real Estate. The Real Estate Association, the Brokerage Industry Association, and the Land Society sponsored the "Shanghai Real Estate Large-scale events in 2018."

Xinmin Evening News took this opportunity to launch a series of supporting activities and published a 24-page special issue "Shanghai Real Estate 18-year History". Through concepts, events, characters, thoughts, memories, news, innovations, brands, etc., the whole It has been a wonderful 18 years of writing about FangZi. During the same period, a series of activities were coordinated——

Reporting activities: weekly page reports

Celebration activities: 2018 large-scale celebration party

Commemorative activities: New Jiangwan City Build the Avenue of Stars, a real estate museum, and erect statues of influential figures

Selection activities: 18 years of outstanding enterprises, outstanding people, and outstanding real estate

National promotion activities: "Shanghai Real Estate 18 Years" book series, Publishing

7. Network marketing

Customers are very important, and everyone has the desire to be famous - network marketing is to use the media platform to let them shine.

1. Let the real estate people shine

The top ten salesmen, the top ten real estate managers...

2. Let the customers (developer) (House Buyers) Show Off

Xiyuan's "Biographies of Financial Wisdom" series establishes the high-end and elegant taste of the project.

The developers and agents cooperated with the media to select 20 leading figures in the fields of finance, real estate, transportation and circulation, and jointly launched a new series of interviews to tell the legendary story of self-cultivation, family harmony, and world peace.

In terms of layout, each issue has half a page with the same background color, and project image advertisements are arranged in the left column. Cooperate with the series of activities:

Economist Fan Gang lectures on the "Financial Heroes Forum"

Invite Zhu Jun and Dai Yuqiang to have a dialogue project

Make a Mid-Autumn Festival night with symphonic music Meeting

Sino-US CEO Exchange Reception

Chopin Piano Music Appreciation

China Fund Forum - Xiyuan Dialogue, etc.

(Effect: 4 months after opening, sales of 900 million. )

8. Regional marketing

Regional hype, multiple sales, one voice. The premise is that the area really has content to speculate on.

It is usually done in conjunction with the government, regional developers, and industry insiders.

——Media people who never miss the opportunity to make money

The opening of Shenzhen Binhai Avenue to traffic has greatly shortened the distance between the western region and the city center. With the sea and wind, overlooking Hong Kong, such a good opportunity, real estate The media won’t miss it!

Shenzhen Commercial Daily carried out a series of activities with the slogan "Binhai Avenue leads the way, and western real estate is booming" -

Using media such as Commercial Daily and Evening News to carry out strong promotion of Binhai Avenue

Carry out a large-scale market research on coastal residential properties in the western part of the country

Conduct a large-scale special discussion on coastal boulevards and residential buildings

Organize a property-viewing campaign for tens of thousands of people from Shenzhen and Hong Kong to visit the coastal boulevards

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Hold a trade fair for high-quality real estate in the Binhai Avenue area

Publish a series of special issues on special properties in the Binhai Avenue area

After that, the media organized more than 30 developers to visit other islands. Facilitated industry exchanges and accumulated customer connections.

9. Segmented Customer Group Marketing

The "Ideal Home for Returnees" and "Recommendation of Properties Most Suitable for White-collar Living" activities launched by the newspaper can not only drive advertising, but also have market precision. sex.

10. Entertainment Marketing

For example, adding some special theatrical performances to the event. During the World Cup, organize a real estate football baby selection event.

11. Forum Marketing

Forum speakers must be authoritative and the topics must be novel, so that customers can see them and let the media speak out.

12. Cross-industry marketing

At the same time as the real estate exhibition, the auto show, clothing exhibition, and beauty and fashion products exhibition will be introduced.

13. Cross-regional marketing

Combine customer sources and conduct cross-regional marketing. For example, we cooperated with Wenzhou media to organize Wenzhou people to visit local properties, and the luxury buses went straight to their destinations.

14. Festival Marketing

Conduct "New Year's Day Property Viewing" directly at the News Building, and "New Year's Property Viewing" with free shuttle buses to various cooperative properties, especially second- and third-tier cities , there are many people going home to buy property.

15. Classified property marketing

It is a good way for the media to continue to make money. The classification method is as follows:

Grade classification-luxury houses, villas, white-collar properties

Unit size - large units, small units

Regional division - port properties, suburban properties

Property size - large properties, single properties

< p> Concept attributes - park properties, educational properties, coastal properties, mountain view properties

16. Comparative marketing

For example, "Dialogue between Suburban Pioneers vs. Urban Fashion Trends", open a column , initiate discussions, and host viewings. For example, the Yangtze River Delta satellite city vs. Shanghai suburban situation.

The key is to see the market buying demand.

17. Topic Marketing

"Real Estate Warring States Picture" shows the market share of agents, kills water with one stone, and stirs up the entire industry.