Advertising is a way to spread information, its purpose is to promote goods and services, influence public opinion, win social support and promote the development of a cause. Advertising information is delivered to the audience it wants to attract through various propaganda tools, including newspapers, magazines, television, radio, posters and direct mail.
First, the tone of real estate advertising
The keynote refers to the general policy that conforms to the customers, products, competitive positioning, has regional fashion characteristics, integrates the creative style of advertising planning, and runs through the real estate advertising design and advertising realization.
(A) the tone of advertising is determined according to the positioning of customers.
Advertising is a widely publicized behavior. The target of advertising is the customers we want to win, their personal situation, all the ways and means for them to obtain information, and all the time and space for them to obtain information, which are the important basis for making decisions and determining the tone of advertising in advertising planning.
Generally speaking, the target customers of advertising design, which is already in the late stage of the whole real estate development and construction process, are determined by product functions and product grades. The former distinguishes between customer types and the latter between customer quality.
(B) The understanding of products is also an important aspect that determines the tone of advertisements.
The vitality of a product lies in its characteristics. While serving customers, how to show the characteristics of products as much as possible in the introduction, and therefore weigh the advertising tone is an important aspect to determine the advertising tone.
(C) real estate competition has an impact on the tone of real estate advertising
According to the comparison between enterprises and competitors, there are often two situations: one is to bully the weak and let others' advertisements promote me. At this time, the advertising tone of the two may be similar, but the product base of the advertising tone must be better than that of the competitors. Only in this way, I will not be defeated, but will use my strength to get the upper hand. The second is to foster strengths and avoid weaknesses, and strive to make people without me and those with me strong. When facing the same area and similar products, everyone's advertising tone is very enthusiastic, the tone of the upcoming products will be changed to highlight their own characteristics.
Second, the appeal point of real estate advertising
"Information about goods and services to be provided" is the basic content of any advertisement. The content expression of a specific product always has its theme, and the theme of this content is what we usually call the advertising appeal point.
(A) the attraction of advertising is essentially the comparative advantage of products.
With the increasingly fierce competition in modern commodity society, the same product may have thousands of competitors, and the real estate market is no exception. As a result of the spread of this situation, there are almost no real estate advertisements that only tell customers "what I am", but focus more on "why I am more worthy of your choice". Facts have proved that only in this way can advertisements be made, customers be attracted by you, further consultation and negotiation can be carried out, and the final consumption behavior can be produced.
(b) The greatest attraction should be consistent with the customer's needs.
There are hundreds of factors that make up real estate, and everyone may pay special attention to a certain aspect, but everyone's views on some of the most fundamental factors are basically the same, such as location, price and apartment type. At the same time, because advertisements always face mainstream customers, these similarities have also become the main direction of advertising appeals.
The most effective appeal point is the place that customers are most concerned about, and it is also the comparative advantage of their own products, thus effectively attracting customers, improving the advertising effect and promoting sales.
Third, the creation of real estate advertisements.
The starting point of real estate advertising strategy is to attract consumers' attention and interest, stimulate consumers' desire to buy, and finally urge consumers to buy real estate goods. Therefore, the design of real estate advertisements must be easy to understand, remember and accept. To achieve the above goals, we must work hard on the creation of real estate advertisements.
Real estate advertising design is composed of the structure of advertising content, the expression of words and the use of pictures and colors. The application of real estate advertising design skills is to obtain concise, clear, vivid and complete advertising expression, making it the main factor to attract consumers to buy.
Every real estate advertising work has a certain style, which depends not only on the professional level and artistic performance of the advertising producer, but also on the characteristics of the specific real estate itself. Generally speaking, the creative styles of real estate advertisements are as follows.
(A) conventional style
This creative style is almost formulaic, and it is more formal and rigid in style. In the past few years, most domestic real estate advertisements used this method to introduce the name, location, type, price, payment method and so on. For example, "XX Community is developed by XX Real Estate Company, located in the center of XX, adjacent to XX Commercial Street, with complete facilities and supporting facilities. There are many styles of rooms with one bedroom, one living room, three bedrooms and one living room, all of which are carefully designed. The affordable price starts from XX yuan per square meter, the address of the on-site sales office is XX, and the telephone number is XX ",plus the regional location map and room type map. The advantages of this style are concrete content and comprehensive introduction, while the disadvantages are boring and lack of characteristics and attraction.
(B) rational influence style
This style is widely used in the creation of real estate advertisements. Its characteristic is that advertisements impress consumers' emotions from the aspect of literal expression, and change consumers' attitudes through rational emotional appeals, which requires the creators of advertisements to give full play to their linguistic talents, skillfully describe, dramatize and vividly depict the advantages of their own real estate and the benefits that may be brought to consumers, thus promoting the potential market demand to become an instant purchase behavior. Specifically, there are the following.
1. Situational advertisement: Advertisements are often created according to the real scene of real estate, which makes consumers feel immersive. For example, the TV advertisement of a city garden highlights its first-class hardware characteristics by shooting various convenient living facilities in the community on the spot.
2. Induced advertising: It is directly expressed in advertising language from the perspective of satisfying consumer psychology, demand psychology and purchase psychology.
3. Testimony advertisement: It is characterized by directly expressing the language and words appealed by the advertisement in the tone recommended by the buyer.
Fourth, real estate advertising media.
The main factors to consider in choosing advertising media include: the habits of target customers-which media to contact more; Advertising content-requires detailed information or general publicity; Cost level-a factor that must be considered.
Advertising media can be roughly divided into print media, audio-visual media and outdoor advertising.
The printed media information records are comprehensive, can be saved, and can be read repeatedly. Public print media also has the characteristics of high credibility and wide spread. It is best to use newspapers and periodicals widely distributed in the target market for advertisements of real estate enterprises, because real estate is an asset that all walks of life and families will inevitably involve, and it is not appropriate to publish it in overly specialized newspapers and periodicals. In the current situation of overwhelming advertisements, it is best to have a special edition to attract readers' attention. In addition, due to the strong regionality of real estate, it is reasonable and feasible to use other printing methods for publicity within a certain range, such as sales brochures and promotional materials.
Audio-visual media has the characteristics of active stimulation and is widely used, but it is fleeting. When it is necessary to consult the relevant information of real estate, it is often powerless and expensive. Therefore, we rarely see audio-visual advertisements of real estate, which are usually only used for general publicity of the project.
Outdoor advertising is also a way that can be taken, especially in the location of real estate, which can sometimes have a good advertising effect. Ready-made billboards can also be said to be a special outdoor advertisement.
Real Estate Advertising Planning Scheme (2)
Due to the heterogeneity between real estate and general commodities, such as its huge capital investment, short production cycle, value appreciation and monetary function, the sales ability and basic quality of semi-finished products can not be improved, the market price is low, there are many openings and the competition is fierce. With the increasingly fierce competition in real estate, the corresponding marketing planning is also very hot, so planning innovation has become the way to win. For the marketing planning of real estate, it mainly focuses on consumers' consumption behavior and lifestyle, and innovates in product design, product value promotion, marketing communication, payment methods, etc., in order to stimulate potential consumption demand or compete for existing customers. Its innovation can be reflected in creating a new product (such as the uniqueness of planning and design); Providing service mode (such as domestic property service); Advocate a lifestyle (such as exercise, health, leisure, taste, etc.). ); Create a culture and so on.
I. Future development trend
On the one hand, real estate has entered the era of brand competition, and the competition in the real estate market has shifted from price competition and concept competition to brand competition. Enterprises pay more attention to the cultivation and utilization of brands. Therefore, we should pay attention to the continuous strengthening of the brand, export the core value of the brand, and implement the sub-brand strategy under the unified brand; At the same time, advertising awareness should be advanced, promotion methods should be integrated, and all available communication resources should be used to strengthen the concept of products. On the other hand, the consumer market is becoming more and more rational and personalized. In recent years, the economy has continued to slow down, and residents' income (including expected income) has continued to decline, with affordable psychology dominating; After a long period of advertising immersion, consumers' accidental and impulsive buying is weakened, and rational buying behavior is enhanced; Different types of consumers gradually establish their own standards and preferences for the choice of real estate. Consumers will become more "personalized" in the choice of commercial housing, and will consider their psychological needs more and find more suitable real estate. With the intensification of competition in the real estate market, large-scale and intensive real estate will become the hot spot of future market competition; The market segmentation trend for different consumers is becoming clearer and clearer to meet different types of consumer groups; The "design era" begins to return, and developers pay more attention to product development and will pay more attention to the pre-planning and design of real estate. The means of competition will be all-round and diversified. For example, some large-scale real estate projects have comprehensive competitive advantages, and small and medium-sized ones must also occupy a place in the market with their personalized and characteristic needs. In the future development process, we will further pursue the realm (such as history, humanities, culture, etc.). ); Pursuit of close proximity (such as being close to business district, high efficiency, station, etc.). ); Pursue cleanliness (light, greening, natural gas equipment, etc. ); Pursue tranquility (low density, ecological landscape platform, etc. ) not only increases the demand for supporting facilities, but also has high brand requirements for real estate developers; There are corresponding requirements not only for design, but also for the living groups and social volume of community residents; Not only do they have requirements for the brand of real estate, but they may pay more attention to the links in the design and manufacturing process. In the case of further fierce market competition, how to further tap the added value of their own real estate, stabilize prices and attract tourists? How to further deepen the advantages of your own real estate according to the rational purchase demand of the target consumer groups, so that the target consumer groups can feel "value for money"? How to continue to establish its own unique brand personality, break through the encirclement of powerful competitors and continue to set off a new whirlwind in the market? How to adapt to the new trend of "individual home ownership era"? All these force developers to carry out systematic marketing planning.
Second, the real estate marketing planning
One is to plan first. In the whole project development process, planning should be put in the first place, including project certification, risk assessment, capital channel, market positioning, planning and design, construction bidding, project management, material selection, image packaging, opening sales, advertising, marketing strategy, property management, brand building, benefit improvement and so on. Planning is based on the corresponding market research, which can be both first-hand information and used. For example, it includes statistical yearbooks of government statistics, bank statistics, statistics bureau, commerce bureau, housing authority, land and resources bureau, tax bureau and other departments to understand and analyze market purchasing power and consumption trends. Conduct targeted surveys according to different links, such as focusing on the lifestyle of consumers, the real estate situation in the region, and promotion strategies. The second is that innovation wins. Marketing planning innovation should run through the whole planning process, including architectural form, layout planning, apartment design, integrated marketing, advertising, public relations activities, property management, financing methods and so on. , such as effective combination with finance in terms of payment methods; In price setting, make effective use of consumers' psychology; Take advantage of consumers' curiosity and hypocrisy in publicity and positioning. Such as attaching importance to children's education, being neighbors to celebrities, zero down payment, combined sales and promotion of family fun gift combinations: husband sends fitness gift certificates, wife sends beauty gift certificates, children send children's palace courses, and the elderly send comprehensive physical examinations. At the same time, we should grasp the whole process. In the whole planning of real estate development, every link, every process and every detail is very important. Such as market research, market analysis, market positioning, market image, marketing and promotion.
The third is to shape differences. Differentiation can create competitive advantage. In the process of real estate planning, differences should be shaped at different levels, such as architectural style, facade, wind system design, light system design, apartment design, layout space design, functional design, intelligent design and escape design. In the process of shaping differences, we should weigh the value promotion, eye-catching, novelty and cost, because the purpose of enterprises is profit-oriented.
The fourth is integrated marketing. On the one hand, real estate enterprises should embody humanistic consciousness in project development or operation, and pay attention to corporate image, project image, employee image, product materials and marketing methods. On the other hand, we should be good at integration, combining and integrating the pricing method, opening price, price strategy, payment method, marketing theme, advertising creativity, media delivery, delivery time, media selection, selling point creation, property management commitment and so on. Such as the introduction of combined household appliances and combined kitchens; Comprehensive community support, integration of internal and external resources and so on. Communication, from speculation to speculation appreciation potential, from speculation concept to speculation design and apartment type; From soft articles to single leaves, from TV advertisements to body, radio and outdoor advertisements, we will create creative points in lifestyle and lifestyle. In brand positioning, according to the consumption pattern and the actual situation of real estate, find the corresponding target consumer groups and be good at cultivating sub-brands of real estate. Of course, the realization of real estate sales power can not be achieved simply by the output of brand concept. Real products and prices are the key to achieving sales power. Therefore, it is necessary to export diversified product information, enhance the sense of value of real estate, impress more rational consumer groups, inject some new elements into products and give them a fresher image, thus maintaining the freshness of brands.
In short, the future community will pay more attention to the product itself: if the garden is well designed, there will be more leisure space; Reasonable spacing, high utilization rate, good lighting and good air circulation; Large building spacing, open space and broad vision; Community facilities, good property management, preferably closed management; Convenient transportation and shopping make the house a home of culture and creativity. In marketing communication, we should grasp the mentality of target consumers, aim at people's hearts, do what they like in sales strategy and advertising strategy, and let them buy. At the same time, according to the characteristics of target consumers and products, advertising investment will be more targeted and direct. On the one hand, the combination of soft writing, public relations and different forms of advertising is innovative in the process of design and delivery; On the other hand, we should effectively grasp the consumption psychology and behavior of the target consumer groups and pay attention to their consumption patterns, so as to carry out corresponding communication and promotion activities in a targeted manner.