Industry experts believe that the success of this advertisement lies in arousing the memory of Hangzhou people. When real estate rose crazily in 1998 and 1999, many people didn't start and missed the opportunity to make them regret it. Therefore, when "missed the stars, can't miss the moon again" came out, people's interest quickly shifted to this property named after the "moon".
Looking at the property market in Hangzhou in recent years, we can still find many such masterpieces. Of course, advertising words of "Wolf ambition" can also be seen everywhere. Classic 1999, a famous developer in Hang Cheng launched a new concept building: elevator apartment. This type of apartment provided the residents on the 9- 1 1 floor with the design of one staircase and two households, and the elevator went directly to their home, which was very novel at that time.
In order to promote the real estate, the developer used such an advertisement: "If you don't live in the future today, then you will live in the past tomorrow".
Wake up the dreamer in one word. Within two months, 50% of the property was bought by buyers. Today, the property has become one of the myths of Hangzhou property market, and the price of the second-hand housing market has almost doubled compared with the original price at that time.
It should be said that developers highlight the selling points of real estate with appropriate language, and at the same time, it also reflects the aspirations of people in this rapidly changing era: if you don't seize the opportunity to catch up with the times, you will always lag behind the times and miss the past forever. In the new atmosphere of 200 1, a real estate has quickly attracted people's attention, because it is located in the most prosperous downtown area of Hangzhou, and a few steps away from home, it comes to the most prosperous business district of Hangzhou.
The advertising words of this property are as vigorous as its location, "the beginning of an era", and its advertising page even imitates the cover of Time magazine in the United States. Naturally, the sales performance of real estate is needless to say.
Similar advertisements include a shop on Chun Qing Road, "Legend of West Lake".
Times and legends strongly highlight the uniqueness of the location of real estate in the sense of language. In this market economy era dominated by buyers, few things are irreplaceable, so when developers highlight the irreplaceable nature of real estate, it is easy to impress buyers. The mainstream article here is another focus of real estate. Because it is located at the foot of Wu Shan and faces the West Lake, applicants have gathered before the opening, and the average price after the opening has reached an astonishing 1.5 million yuan per square meter.
Its advertisement explains: "It used to be the home of the emperor". Then, the advertising words in the later period of the property were linked to the topic and changed to "Now it is the home of celebrities".
This advertisement embodies the core competitiveness of the property. In the middle of development, the back garden of the Southern Song Dynasty Empress was dug up on the real estate site, so the developer demolished two buildings originally planned to maintain the original site. I am afraid that only a few people can afford the luxury of this land.
Similar advertising words are too numerous to mention. For example, The Life of New Intellectuals in a building on Jianguo Road, The Model of New Wealth in an office building on Zhongshan Road, Nuclear Power in the WTO Era, The Core Life in the Core Circle, The City Star of International commercial times, etc., all need to weigh their pockets at the first sight to see if they can afford them. Natural Hangzhou is a famous scenic city, and real estate agents naturally play some natural cards, so there are many wonderful advertising words, such as the amazing real estate advertising words: "set each other off in harmony with nature."
A building next to Hangfu Highway has preserved the original ecological environment and vegetation as much as possible in the development. The function and landscape of the villa are designed according to different natural landforms, and its advertising words take care of this: "Put your home gently in nature". The word "gently" not only reminds people of Qian Qian Wanwan, but also summarizes the characteristics of real estate.
The slogan of a real estate in Xixi Scenic Area is "Live in Waterfront Park", which is also quite good in the industry, because it mainly sells townhouses. There is nothing wrong with using the word "park" to compare townhouses.
Another property near Chen Gong Bridge advertised "Life is a river and happiness is a shore". Although it is only two sentences, it suddenly extends the meaning from housing to the height of "home", which means that residents can find some pursuits of life here-peace and tranquility, self-sufficiency and self-enjoyment. For developers, it is also a common practice to express their selling points directly or indirectly in advertising words according to the characteristics of the plot where the real estate is located and the characteristics of the apartment type.
For example, in a plot of nearly 50,000 square meters at the northern end of Xueyuan Road, the developer designed apartments and single apartments for entrepreneurs who have completed their studies according to the characteristics of many surrounding universities and IT companies, and the advertising words naturally added a little student spirit: "Back to the age of innocence".
A piece of land in Xiaoheshan was built into a villa garden. Because of the dense forest nearby, the advertising words are quite suspenseful. "The tree is the direction to go home." It took people a long time to realize that this was the case.
In contrast, the advertising slogan of property hotel is much clearer: "own hotel, own home". Hotels and homes, but also their own, really hit the nail on the head. The more erotic a vague article is, the more people tend to spread it. Speaking of ambiguity, many people are naturally interested, and some real estate developers are also playing this edge ball.
For example, the advertising slogan of a real estate in Xiaoshan District: "Romance once, together for life". Looking at the past clearly, it seems that buyers will definitely pay the bill after they have been to the property; On second thought, there are some other meanings, which are hard to say.
"Don't underestimate me" is the slogan of a real estate in Binjiang District. This inexplicable sentence, its explanation is even more confusing. Originally, the houses in the real estate were mainly small huxing, so the developer made a fuss about the word "small" and created such a slogan.