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The Real Role Of Advertising In Real Estate Marketing

2008/11/12 11:24:00 41852

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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、廣告是什么？

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.

廣告的作用的什么？

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、影響廣告起作用的中間因素

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、房地產(chǎn)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、房地產(chǎn)廣告思辨

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樓盤都需要或說已經(jīng)投入了大量推廣費用，更不是說只要投入了大量廣告費就一定可以賣得很火。

第二、不能過分夸大廣告在房地產(chǎn)項目中的實際作用，不能泯滅項目自身的產(chǎn)品價值與優(yōu)勢，如果項目自身存在重大缺陷，廣告做得越多、信息傳遞得越快，則死得越早、越難挽回。

第三、對于房地產(chǎn)商品而言，廣告打出去、咨詢電話打進來之后，客戶能否到現(xiàn)場看房或說成交，那就是產(chǎn)品價值和售樓人員的水平問題了；廣告只是傳遞信息、促進反饋，能否完成銷售，關(guān)鍵在銷售現(xiàn)場。

第四、房地產(chǎn)產(chǎn)品因總額太高，因而在購買時的關(guān)注和慎重程度上大大超過其他所有產(chǎn)品，是目前國內(nèi)消費品中‘關(guān)注度’最高的產(chǎn)品，而且消費者知識愈來愈豐富、心態(tài)愈來愈理智，沒有消費者會僅僅因為你幾次報紙廣告或是樓書做得漂亮、做得精彩，或是一個概念提得有深度、有文采、“提到他心里去了”，就會直接提著錢來買你的房子。

第五、對于反饋效果不能重‘量’而輕‘質(zhì)’，并不是某次廣告來電話最多那篇廣告就是效果最好的。舉個最簡單的例子，低起價、低首付永遠是最吸引人咨詢的項目要素，完全相同的一篇廣告，打不打起價絕對會有巨大的反饋差距。對于廣告的評估驗證，絕不能簡單計算每天有多少個咨詢電話打進來、來了多少批次客，關(guān)鍵看成交量，這才是真正的“反饋質(zhì)量”。

第六、對于中、小型住宅項目或是二線以下城市而言，大多數(shù)情況需要的不是‘廣告’，而是‘準(zhǔn)告’；不是大眾媒體，而是‘小眾媒體’——只需要將信息準(zhǔn)確地傳達到目標(biāo)客戶群中的每一個個體上。如果不是你的目標(biāo)客戶群，知道的人再多也沒有任何意義。

第七、在小區(qū)域內(nèi)競爭對手眾多的情況下，在大家的產(chǎn)品品質(zhì)都相差不大、自己又沒有非常突出特點時，在大眾媒體投放的廣告其實不是給自己做的，是給大家做的；消費者會在廣告的指引下，把己樓盤和周邊樓盤看個遍；在這個角度上看，大眾媒體或許還比不上“小眾信息載體”。

第八、永遠不會有靠廣告和營銷塑造出來的房地產(chǎn)品牌，廣告也不是促使房地產(chǎn)產(chǎn)品或企業(yè)成為品牌的決定性因素。一個走常規(guī)銷售路線的房地產(chǎn)項目在銷售完畢、交房投入使用后，根本不會再有任何的廣告推廣投入，如果用傳統(tǒng)的廣告思維去看，是不是這個項目的品牌塑造就終結(jié)了呢？恰恰相反，交房后才是房地產(chǎn)產(chǎn)品品牌體驗的真正開始。故而，在整個房地產(chǎn)開發(fā)領(lǐng)域，只有可能出現(xiàn)企業(yè)品牌，而不可能出現(xiàn)項目品牌或產(chǎn)品品牌。

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

International joke!

第九、廣告不可能為房地