Real estate advertising, a good era has passed

In 2003, "The distance I can keep from the world" came into being as the main promotional slogan of Shenzhen Vanke 17 Miles.

15 years later, Chongqing Vanke 17 Miles entered the market and reappeared in the market. This kind of expression of exploring oneself is more like a poem with symbolic intentions. The main creator of the copy is Wang Deyuan, chairman of Shenzhen Shangmeijia Agency. In the 1980s, he served as the president of the Poetry Society of Nankai University. Many people say that that was the best era for Chinese literature. In an interview with reporters, Wang Deyuan admitted that the mark left on him by "that era" was "looking at the world through poetry."

Unfortunately, "The Distance I Can Keep from This World" is his famous work and also his last work.

The distance I can keep from the world, I wonder how many people will be moved inadvertently. I have also heard from a friend that he was inspired by this sentence and embarked on the path of copywriting.
"Creating Distance for Vanke" once recorded in detail how this brilliant idea came about:

December 15, 2003.

The sixth formal proposal was made at 3 o'clock in the afternoon of the same day.

At two o'clock, after Wang Deyuan reviewed the plan for the final time in the conference room, he still felt that something was missing.

What is missing?

The meeting room was very quiet.

Suddenly, Wang Deyuan said:

"Let's think about it again based on the principle of 'complex things, simple grasp'!

"Wang Deyuan repeated over and over again:

"17 miles, 17 miles...", "Distance is distance.

"Wang Deyuan blurted out,"This house can't be bought just by having money.

The owners of 17 Miles not only have a gap in material enjoyment compared to the owners of other projects, but are also much higher on the spiritual level. This is also a gap!

"Everyone seemed to wake up from a dream.

Then I quickly opened my laptop and inserted a page into our overall plan with just one sentence: "The distance I can keep from the world."

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Real estate copywriting once had a strong presence.

Entering the 21st century, China's real estate entered a historical period of leapfrog development. Marketing and promotion became increasingly refined, and many advertising companies became promotion agencies specializing in real estate. Full-service agencies all set up planning departments, and a large number of copywriting positions emerged.

At that time, there were always endless reports to be submitted.

Several sets of drafts must be produced for one submission.

In daily work, there is too much to write.

Overall packaging of sales offices, model houses and construction sites;

Basic materials such as DM leaflets, posters, brochures, apartment leaflets, and property brochures;

Outdoor, TV, Internet, radio, newspapers, mobile phone text messages, car bodies, frames, gates and other street media articles;

In addition, presentation PPT, leadership speeches, host links, company publications, customer communications...

If we break it down further, there are more detailed tasks, such as newspaper soft articles, brand hype when entering the market, regional hype, product series interpretation, opening notices, hot-selling secrets, and occasional event press releases and interviews with leaders. There is no time to rest when writing.

A property brochure is often the longest-time-consuming work for a copywriter.

Regardless of the size of the project, a thick property brochure is a must on site.

That was the era of text marketing and also the era when real estate copywriting was most respected. Reading and watching were the main channels for the public to receive information.

Professor Wang Shouzhi's books such as "Breeze Blowing through Santa Barbara", "Chinese Complex in My Bones", "Hello, Middle Class", and "Spring in Las Vegas" are all preparation books for real estate projects.

Once the paper becomes popular, the project will sell better and at a higher price.

Well-known real estate person, current vice president of Taihe Group, Quan Zhong commented:

Sell ​​books before selling a building.

The media brochure, which originated from Southern Metropolis Daily, combined news and advertising and achieved huge advertising effects.

Subject Media, which emerged from Shenzhen newspaper media, upgraded the media brochures in the real estate media special issues it led, and created a unique "Subject Model", which mixes special topics, news, hard ads, soft articles, etc., and often bombards them with several joint editions, taking the promotion of paper media to the extreme. The most advanced copywriting is the soul of the project. Wang Zhigang Studio, which once participated in Vanke's 17 Miles, produced "Giving You a Five-Star Home", making Country Garden the Country Garden you see today.

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In 2003, when Vanke 17 Miles entered the market, Vanke released an advertising copy for its corporate image:

The warmest light must be on your way home

No matter how precious a tree is, it is not as good as the one in your memory.

This year, Vanke Lanqiao Sanfei Villa Series copywriting (written by Chen Shaotuan) was born:

If you are used to walking on red carpets, you will dream of cobblestone roads.

Lead the trend all your life, rarely go with the flow

In the same year, the future life of OCT Portofino Pure Waterfront was described as follows:

Rustic romance, relaxed elegance

These classic copywritings are simple and concise, touching people's hearts, yet profound and memorable, with endless meaning.

At this time, Shenzhen was a place of pilgrimage for real estate people from all over the country.

The most eye-catching booths at the Shenzhen Real Estate Fair are not large or small real estate projects, but well-known real estate promotion agencies.

Real estate marketers from all over the country come to the exhibition, probably just to take back a few bags of posters and brochures.

The following 10 years were the golden age of real estate advertising .

Black Arc, Fenghuo, Boshitang, Tonglu, Ma Yiding, Bronze Knight, Timely Communication, Provincial Broadcasting, BOB Ultimate, Red Flame Communication, Range Rover, Century Ruibo, Dianjing Creative Arts, Aries, Mutual, Bojia, Advantages, Black Ant... great gods emerge in large numbers and stars shine.

There are always several thick yearbooks of real estate advertising companies piled on the copywriter's desk, which he will take out and read when he is at a loss for words.

These expensive yearbooks (many of which are non-publications) are sold door-to-door from time to time.

At that time, there was an advertising bookstore in every city.

The brochure of Xiangmihu Xiyuan is a classic work regarded as a benchmark by real estate copywriters.

The author is Pu Shi, who is known as the best copywriter in Shenzhen and later founded Bronze Knight.

The origin of this property brochure is circulating on the Internet.

It is said that Pu Shi bought two bottles of wine and went to Xiangmi Lake Park, where he drank alone and slept by the lake.

When I returned to the company the next day, I finished writing the brochure for Xiyuan in one go.

This city is not our hometown, but it is our home.

China Merchants City Home by Pushi

A glass of wine in the spring breeze, such stories and such people have been buried in the night rain of the real estate world.

Guangyao Real Estate is a special existence in the history of real estate promotion. When listing the best real estate copywriting on the Internet, Mr. Guangyao’s Lake Series is mentioned again and again.

The advertising company for the second phase of the project was Shenzhen Black Arc Ogilvy, and for the third phase, Oh Tai (Dear Advertising). What’s amazing is that the style is almost perfectly inherited.

Dutch Water Town, Guangyao Orange, Guangyao City, Global Migratory Bird Resort, Strolling Apartment, Guangyao Feili Port, DADA Grassland, Dutch Town, Tao Zhugong, I'M MARK... Almost every project of Guangyao Real Estate has contributed cases to the Advertising Yearbook.

In an interview, Marketing Director Li Ding mentioned that one of the objects of study for Guangyao Real Estate during its development was the British real estate company YOO. This company always builds the best houses in the local area and sells them to a small group of people, selling attitudes, emotions and lifestyles.

This is like many luxury goods.

Guangyao Real Estate’s promotions often use the target customers’ tone of voice and conversational language to reach customers’ hearts.

After Guangyao Real Estate collapsed in 2015, real estate advertising seemed to have bid farewell to glory and dreams.

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The advent of the Internet age has gradually changed people's consumption habits and lifestyles.

Author: godgame  

Source: godgame