Model essay on real estate advertising copy
I. Introduction
As a land king project in Shenzhen, the west coast of mangrove is a coastal property to be launched by Best Real Estate. Mangrove on the west bank of the Jordan River is located in the reclamation area of OCT, north of Binhai Avenue, east of Shahe East Road, west of Shenzhen Bay No.1 Road and south of Baishi Road. Floor space. Square meters, the open tender price of XX is as high as. 100 million yuan, with a total construction area. Square meters. The property has a unique natural landscape environment: the front of the property is an invincible sea view overlooking Tin Shui Wai in Hong Kong, the south is mangrove wetland, the west is Shahe Golf Course, and the north is the window of Overseas Chinese Town and famous scenic spots in Shenzhen tourist area; On the north side of the project, you can see the planned theme park in Hongshuwan. The project was designed by Bernardo, a famous American architect, and built by highly international teams in various fields. It will build a modern noble residential community with the most coastal characteristics in South China.
Baishida Mangrove Forest on the west bank of Jordan River will lead the new style of luxury houses in Shenzhen and become an ideal residence and noble community for the newly affluent class in China to invest and live.
Second, the market analysis
(A) Shenzhen luxury market conditions
The luxury structure of an urban housing market should be related to the structure of a city's private wealth and the consumption demand of an urban luxury market. In a mature market, the number of luxury houses should account for 10%-20% of the total housing stock. At present, the luxury house market in Shenzhen is still in the primary stage and scarce stage, and the concentration and stability of the wealth class are not enough, and the market development of scarce resources such as mountains and seas is not enough.
There are less than 20 luxury residential projects for sale in Shenzhen, accounting for about one-third of XX. Property types include villas, townhouses, small high-rise, high-rise and super-high-rise. The hot spots of XX Mansion are Xiangmi Lake and OCT area, in which Xiangmi Lake area is dominated by townhouses and small high-rise buildings, while OCT area is dominated by high-rise buildings. The luxury residential market in XX has a remarkable feature. The more luxury houses there are, the more expensive they are. The luxury houses in Xiangmihu and OCT areas have maintained a good sales status. For example, the second phase of Shuixie Huadu was sold out in the first month, Xiyuan has sold more than half, and CITS International Mansion has also sold more than half. Portofino Pure Waterfront and Swan Castle Phase II also maintained an ideal sales trend.
From the price point of view, the average price of luxury houses sold well in XX is generally higher, such as Shuixie Huadu Phase II, Xiyuan, Portofino, Yasongju, Mangrove Oriental and Yun Shenchu, where the average price is around RMB /m2. Overall, the average price of luxury homes in XX is slightly higher than that in XX, and the sales speed is not bad, which fully shows the luxury home market.
(B) Nanshan District real estate market forecast
For the commercial housing development in Nanshan, XX should be the one that keeps rapid growth and continues to take off. The approved pre-sale and sales area have reached record highs, and all indicators show that the market is running well.
In the next two years, under the influence of the rapid growth of real estate, although there will be some growth in vacant residential area, the impact on the market will not be too great. XX, Houhai property in this region has achieved good sales performance after intensive market entry, which shows the great attraction of Nanshan market. With the city entering the digestive inventory, the increase of Nanshan supply will undoubtedly become one of the new hot spots in today's market.
The construction of Houhai Binhai Corridor will lead Houhai to become a new noble community with invincible seascape in Shenzhen, and the successful experience of OCT will be transplanted to the south. Houhai and the central part of Nanshan District are hot spots in the future. The commencement of the large-scale project on the west coast of mangrove forest in the reclamation area of OCT will set off a new round of OCT fever.
(3) Market prospect of mangrove bay
Since the construction of Binhai Avenue in the reclamation project, a mangrove bay reclamation area of square kilometers has been created on the beach near Shenzhen Bay. The Shenzhen Municipal Government has positioned it as: building the largest residential community and lake view tourist area with a brand-new lifestyle in time, realizing the characteristics of Shenzhen's coastal city and becoming the window, business card and brand of Shenzhen. In the design scheme of Shenzhen Planning Institute, there is the design of Shenzhen Bay Freshwater Beach Swimming Pool, which is the largest outdoor freshwater swimming pool in China. There is a real beach on the north side of the swimming pool and an infinite boundary on the bay side, just like a pool of clear water flowing into the bay. It can be seen that the Shenzhen government has planned Hongshuwan as a high-grade leisure area and a noble residential area. ,
Model essay on real estate advertising copy
The planning of km ecological corridor in the coastal leisure belt of Shenzhen Bay has made the plot form a greater ecological advantage. The land king of Shenzhen Mangrove Bay has set a sky-high price on the west bank of Mangrove, and it is bound to build a top luxury house in this area.
Third, product analysis.
(A) swot analysis
superiority
() Natural environment: The building has a unique natural landscape environment: the front of the building is an invincible sea view overlooking Tin Shui Wai, Hong Kong, the mangrove wetland is in the south, the Shahe Golf Course is in the west, and the Overseas Chinese Town in Shenzhen tourist area and the window of the world, a famous scenic spot, are in the north.
() Developer's brand: The first and second phases of Baishida Garden have successively won the Silver Award of People's Republic of China (PRC) National Quality Award, the first prize of Excellent Architectural Design of the Ministry of Construction, the Special Gold Award of National Excellent Residential Area Environment, Guangdong Excellent Residential Area, Shenzhen Gold Medal Noble Mansion, etc. As the only commercial residential community in Shenzhen that participated in the international garden city appraisal, XX has made due contributions to the reputation of Shenzhen as an international garden city.
() Professional services: Blackstone Real Estate recruits beautiful women to be sales ladies nationwide through a competition, and plans to send these sales ladies to Singapore for training, including real estate construction, advanced property management, social etiquette and so on. These well-trained property consultants will provide all-round services from house selection, house purchase to occupancy for customers on the west bank of mangrove forest.
Disadvantage w
() Environmental resources: The water quality of Shenzhen Bay is worrying, and the air quality of mangrove wetland needs to be improved.
() Commercial supporting facilities: Shenzhen Bay Area lacks large-scale commercial supporting facilities at present.
. Opportunity point o
(2) Favorable factors of government planning and development: Shenzhen Municipal Government has planned Hongshuwan as the largest residential community and lakeview tourist area in Shenzhen, with a brand-new lifestyle.
() The implementation of cepa has increased the popularity of the crowd in Shenzhen luxury residential market.
() Blackstone Mangrove West Coast Property Consultant Selection Competition has greatly improved the reputation of Mangrove West Coast and has a high reputation.
risk testing
Shenzhen luxury residential market is fiercely competitive, and marketing methods emerge one after another. Blackstone Real Estate bought this place at a sky-high price, and created the image of a top luxury house, which is bound to create a unique and extraordinary future on the west bank of the mangrove forest. Therefore, how to carefully build the west coast of mangrove forest is a marketing problem, and it is also a problem of venture capital opportunities and challenges.
(2) Economic indicators
Total floor area:. square meter
Total construction area: square meters
Club: square meters
Kindergarten: square meters
Total number of households: about households
Architectural form: Three houses are built around an artificial lake with a square meter of 10000.
Huxing: two bedrooms and two halls, three bedrooms and two halls, four bedrooms and two halls, duplex apartment, with a construction area of-square meters.
Huxing characteristics: plate structure building has good lighting and ventilation performance; All apartments are dual-use, and there are super-luxury apartments with two stairs and one household, with low building density, no eye contact and good privacy.
Estimated market entry time: XX months
Fourth, audience analysis.
(A) product positioning
Best real estate brand positioning: high-end residential
Mangrove property positioning on the west bank of Jordan River: luxury house, top seaside villa in South China, noble humanistic community.
(B) the audience positioning
From the analysis of product positioning, the owners on the west side of mangrove forest should be the emerging affluent class in China. They are social elites with absolute wealth. This group of people effectively comes from three aspects.
Returnees: Shenzhen's economic development has always been at the forefront of the country. Shenzhen is a city favored by returnees. Returnees who come to Shenzhen to invest and start businesses are likely to become new tenants of luxury homes in Shenzhen.
Some Hong Kong-funded companies: Some Hong Kong-funded companies may purchase luxury houses as residences for senior staff, or specially purchase them for investment purposes.
Chinese mainland rich: mainland rich who intend to settle in Shenzhen and invest in business. A mansion is a symbol of identity and status, and it may also become a dream home for the rich to realize their material and spiritual pursuits.
Verb (abbreviation of verb) advertising strategy
(1) Pre-sale stage
This stage focuses on marketing and media interaction, highlighting the advantages and services of luxury homes. ,
Model essay on real estate advertising copy
By using newspapers and periodicals, the famous real estate consultants carefully selected by Blackstone in the form of real estate show are introduced in stages, so that the sensational effect of the mangrove west coast real estate consultant selection competition continues to spread and the service style of the mangrove west coast real estate consultants is highlighted.
Grasping the new trend of real estate, the person in charge of the mangrove west coast project spoke and publicized the mangrove west coast in the form of news and public opinion.
Blackstone Garden has formed a friendly community with Japanese aristocratic communities, which can create more opportunities to provide transnational services for owners, such as sending owners to Japan for free and giving preferential treatment to their children to study in Japan.
Hold the Blackstone Football League and invite football stars to speak for the west coast of mangroves.
We strongly invite internationally renowned property management companies, sales agents and smart home manufacturers to join Blackstone to jointly build the west coast of mangroves.
(2) Open stage
At this stage, we will consider media suspense and implement sp strategy.
Set up outdoor billboards in airports, ports and other areas where audiences are easy to appear.
A public sales meeting was held in the sales hall on the west bank of mangroves, and the sale was officially announced to the public. Invite users with golden sunflower card to participate, and hold a reception and a stunning new Silk Road model performance to thank all the guests.
Signing ceremony of internal subscription owners: this move focuses on the persuasiveness of products and brands in the industry and gives buyers a sense of professional trust.
Participate in the Spring Fair, show the elegance of the west coast of mangrove, send property consultants to enter the market, vigorously publicize the west coast of mangrove and promote sales.
(3) Strong sales stage
Media means: buy out a full-page newspaper to show the taste and lifestyle of real estate, and organize the beautiful articles and hot spots of the corresponding real estate market around the characteristics and life concept of the west coast of mangroves.
(4) continuous stage
At this stage, due to the end of the project, the focus will be on the model houses in real life. Can organize the introduction of fully decorated model rooms, and organize the overall decoration scheme jointly with well-known decoration enterprises according to the suggestions of customers in new model rooms. The plan will impress customers with many details, so that customers can buy a fully renovated house with confidence, saving some complicated work and worries.
Sixth, advertising performance strategy.
Focus of appeal: star management, smart home
Core Value: Top Coastal Noble Community
Advertising theme: live a good life and be kind to yourself.
Advertising slogan: five-star home, six-star life
Advertising picture creativity:
(A) the initial opening of advertising creativity
() Promotion of corporate brand: honesty and dedication to service. A beautiful real estate consultant with a smile is carrying a tray. The tray is not food, but a planning model of the west coast of mangrove forest.
() Promotion of real estate brand: Shenzhen's top coastal noble cultural community. A. With the soft, calm and blue sea as the background, the architectural planner showed us the design of his seaside mansion, which was integrated with the sea view. B, hire a star who will buy the west coast of mangrove in advance to speak for the west coast of mangrove: I like living here!
(2) Shoot the mangrove west bank in real scene, arrange the plane composition reasonably, and fully show the focus of appeal (Note: this scheme cannot be implemented perfectly for the time being, and the mangrove west bank is under initial construction. )
(3) A series of real estate advertisements:
() The pleasure of playing golf: a comfortable and confident smile when a person waves a golf ball.
() Tasting wine overlooking the balcony: At dusk, a beautiful woman gracefully held a goblet in one hand and put the other hand on the jade railing of the balcony, overlooking the deep blue sea view.
() A bedroom close to nature:? Open the window, the sky outside the window looks like a sea view, colorful curtains, soft and chic desk lamps and Barbie dolls lying on a hotbed.
() Glowing diamonds: The buildings on the west bank of mangroves are inlaid with diamonds, which give off a faint blue light and set off the elegance of the coastal area.
Newspaper advertising copy:
Shangri-la's luxury, five-star enjoyment. However, it is not home, at least, it doesn't belong to you alone.
On the west bank of mangrove forest, we will build a five-star home and a six-star life for you.
? Star planning,
Model essay on real estate advertising copy
Mr. Bernardo, an international architect and academician of the American Institute of Architecture, planned and designed, and assembled highly international teams in various fields to build it.
? Star brand
Blackstone Garden has made great contributions to Shenzhen's winning the international garden city. Shenzhen goes to the world, and Blackstone is famous in Kyushu. The sky-high price captured the mangrove bay, and the west coast of the mangrove rebuilt the myth.
? Star service
Search China, and talented and tall real estate consultants will serve you intimately.
? Star management
Shenzhen took the lead in introducing the golden key service system of international hotels, and achieved good service with international service standards.
? Star life
Ten thousand yuan to build wireless city, the international big three tailor-made for you.
? Star enjoyment
Life color and natural melody: invincible sea view in front, overlooking Hong Kong Tin Shui Wai, mangrove wetland in the south, Shahe Golf Course in the west, Overseas Chinese Town in Shenzhen Tourist Area in the north and the window of the world, a famous scenic spot; On the north side of the project, you can see the planned theme park in Hongshuwan.
Other necessary elements: investors, developers, sales agents, property management, geographical map, sales hotline.
Seven, media strategy
The media propaganda on the west coast of mangrove mainly adopts newspaper, outdoor and internet, and appeals from multiple angles.
Newspapers: Hong Kong Oriental Daily, Shenzhen Bao Jing, Shenzhen Evening News.
Layout form: whole page,/page,/page.
Release time: XX month-month
Release frequency: about times (release content and time interval depend on sales)
Outdoor advertising: Hong Kong, Shenzhen ports, airports, near mangrove bay.
Billboard size: m? . m .m？ . m m？ . m
Advertising banner: m? . m
Release time: XX month-month
Network: hire network experts to create a network, publish real estate information on the west coast of mangrove online, and open an online house selling system. You can consider making some dynamic advertisements on the real estate website.
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