Home >

The Real Role Of Advertising In Real Estate Marketing

2008/11/12 11:24:00 41852

In recent years, many advertising companies have been invited to bid for more than one real estate project. The more prominent feeling is that advertising companies are more and more violent in bidding, and fiercer than planning companies and agencies.

Listening to these advertising companies' proposals is sometimes frightening. The core of their overconfidence lies in exaggerating the role of advertising in the entire real estate marketing process.

The advertising company said that the project we operated was selling well, first of all because our image was well positioned, and the core promotion language was strategically situated and touches people's hearts. B advertising company said that through our two package and promotion, the original die plate was alive again; the advertising company said that because we made full use of the integrated communication, the price of a project increased by 30% and the sales cycle shortened by 50%; Ding advertising company said, we are not advertising for selling houses, we are promoting sales through the brand building of enterprises, which is called brand promotion. The advertising company said that because our project packaging and brand building were in place, only three times NP sold hundreds of millions of...... I don't know how many times I heard such a statement: a

There are many varieties.

It is estimated that they have been in the real estate circle for a long time, especially those who have worked for Party A.

However, it would be excusable for a planning company or an agent to speak the same kind of proverb, but in particular, this kind of "sell well" and "dead plate change" can be heard from the advertising company who is only responsible for packaging and promoting the project.

一、广告是什么？

Advertising is divided into two kinds: economic advertisement and economic advertisement. Today I only talk about economic advertisement, also known as commercial advertisement.

The textbook says: advertising is a publicity means to convey information to the public openly and widely through a certain form of media and consuming a certain fee for a specific need.

广告的作用的什么？

Textbooks say that advertising, advertising for profit, is usually an important means to communicate information between commodity producers, operators and consumers, or an important form of business to occupy the market, promote products and provide services.

It is not difficult to understand that the function of advertising is very simple, or to disseminate information, or to set up an image. However, advertising is a part of marketing, no matter how it is, to serve short-term or long-term sales targets.

二、影响广告起作用的中间因素

There is a most basic advertising rule, AIDMA theory. Only by first arousing attention (Attention) can interest be raised (Interest), thereby arousing desire (Desire) and enhancing memory (Memory) and finally taking action (Action).

However, for any enterprise, it's not that you put the ads out, it will naturally generate sales, and no one will buy your products with money.

There are endless variables between advertising and the actual purchase of consumers.

In the most traditional and basic marketing concept, there is a 4P combination, namely product (product), price (price), location (place) and promotion (promotion). Only these four parts can be combined together to form a complete marketing process.

Fourth P promotion does not mention at the moment. For the first three factors, any P problem will result in the invalidation of advertising until waste.

For example, the most popular example is that the down jacket sells well in the north, but it is not sold in the south. This is because of the consumption difference between regions. Ice cream and other cold drinks will not sell in the winter, but this is the consumption difference of seasonal products. For example, if you go to the hotel to consume, the liquor you specify is not necessarily there, or you can go out to buy it, or you will be forced to consume the liquor sold in the hotel. This is the difference between the sales channels.

None of these changes can be changed by advertising.

Advertising is only one of the most effective ways to achieve sales goals together with other marketing tools and marketing links. Only under three preconditions, the leading role of advertising in overall marketing can be far greater than all other forces.

First, the more the goods are homogeneity in the physical function, the stronger the product is homogeneity, the greater the role of advertising.

Second, the lower the consumer's concern for product quality, the greater the role of advertising.

Third, other competitive conditions that are almost identical to competitors, such as market environment, price strategy, sales terminals, etc.

Otherwise, the role of advertising can hardly be directly linked to the amount of sales.

三、房地产商品的特殊性

Advertising in real estate marketing is the most unique advertising category, because the real estate commodity itself is the most special commodity.

Several unique attributes of real estate products.

First, the highest level of consumption, regardless of which housing group, housing is the largest investment in consumption; second, the real estate itself and the extension of too many factors, directly led to the purchase of commercial housing the highest degree of attention, the most complex process, the longest purchase cycle, most buyers will understand the environment, lot, education, pportation, apartment, building materials, property and other product elements, and then make a purchase decision; third, the consumption cycle is the longest, which is completely incomparable to all other products, the use cycle of China's residential products are in 30 years or more; fourth, consumption frequency is the least, even if the most developed countries represented by the United States, most consumers spend only four times in their lifetime.

Such a commodity is destined to play a relatively limited or even limited role in the entire marketing process of advertising.

四、房地产广告思辨

I believe that the real estate advertising has two functions: first, to convey the basic information of the real estate market, to promote customer feedback; second, to erect the consumption psychology tendency and slightly increase the added value.

Advertising is by no means an open air, creative and aesthetic. It is a way and means for enterprises in marketing. The key is to see whether it plays a role in the whole marketing stage. Advertising is effective.

To evaluate a print advertisement, we should not only see whether the direct visual impact is strong, but also what information it conveys to the target customers after attracting people's eyeballs.

My opinions on real estate advertisements are:

第一、并不是所有成功操作的楼盘都需要或说已经投入了大量推广费用，更不是说只要投入了大量广告费就一定可以卖得很火。

第二、不能过分夸大广告在房地产项目中的实际作用，不能泯灭项目自身的产品价值与优势，如果项目自身存在重大缺陷，广告做得越多、信息传递得越快，则死得越早、越难挽回。

第三、对于房地产商品而言，广告打出去、咨询电话打进来之后，客户能否到现场看房或说成交，那就是产品价值和售楼人员的水平问题了；广告只是传递信息、促进反馈，能否完成销售，关键在销售现场。

第四、房地产产品因总额太高，因而在购买时的关注和慎重程度上大大超过其他所有产品，是目前国内消费品中‘关注度’最高的产品，而且消费者知识愈来愈丰富、心态愈来愈理智，没有消费者会仅仅因为你几次报纸广告或是楼书做得漂亮、做得精彩，或是一个概念提得有深度、有文采、“提到他心里去了”，就会直接提着钱来买你的房子。

第五、对于反馈效果不能重‘量’而轻‘质’，并不是某次广告来电话最多那篇广告就是效果最好的。举个最简单的例子，低起价、低首付永远是最吸引人咨询的项目要素，完全相同的一篇广告，打不打起价绝对会有巨大的反馈差距。对于广告的评估验证，绝不能简单计算每天有多少个咨询电话打进来、来了多少批次客，关键看成交量，这才是真正的“反馈质量”。

第六、对于中、小型住宅项目或是二线以下城市而言，大多数情况需要的不是‘广告’，而是‘准告’；不是大众媒体，而是‘小众媒体’——只需要将信息准确地传达到目标客户群中的每一个个体上。如果不是你的目标客户群，知道的人再多也没有任何意义。

第七、在小区域内竞争对手众多的情况下，在大家的产品品质都相差不大、自己又没有非常突出特点时，在大众媒体投放的广告其实不是给自己做的，是给大家做的；消费者会在广告的指引下，把己楼盘和周边楼盘看个遍；在这个角度上看，大众媒体或许还比不上“小众信息载体”。

第八、永远不会有靠广告和营销塑造出来的房地产品牌，广告也不是促使房地产产品或企业成为品牌的决定性因素。一个走常规销售路线的房地产项目在销售完毕、交房投入使用后，根本不会再有任何的广告推广投入，如果用传统的广告思维去看，是不是这个项目的品牌塑造就终结了呢？恰恰相反，交房后才是房地产产品品牌体验的真正开始。故而，在整个房地产开发领域，只有可能出现企业品牌，而不可能出现项目品牌或产品品牌。

How many real estate brands have been created by every advertising agency?

International joke!

第九、广告不可能为房地