You can’t sell real estate properties through advertising.
You must have heard many people saying this including your bosses & your team mates. So, what they suggest……
- Let’s make an attractive brochure and design some creative ads.
- Copywriter, please give us a nice & a different copy.
- Art / visualiser, please do something different this time something really nice.
That’s the brief.
Your boss sees your creative. He checks out the creative from different angles. He sits down, takes a look from left & right. His recommendations: Please change the color, I don’t like it and the copy is OK but could have been better.
What’s the outcome for the client?
But your belief gets stronger. You can’t sell real estate projects by advertising.
Wake up dude.
What do you know about advertising?
Advertising is simply about creating, developing & sustaining perception. It’s about making a consumer to take some action on the product offered. It’s about changing consumers buying habits.
OMG! Big words. Beyond your wisdom.
Consumer is the king of the market. Why? Ask yourself.
Who are consumers? Human beings. Funny but that’s the fact. Even you are a consumer for certain companies.
How do you make a purchase? It’s there in your mind – an image of the product that consists of visuals, colors, message etc. What’s that? Your perception about that product. How perception is created? It is created when you feel its need. An ad, hoarding, banner, FB page, your friends discussion, their advice creates or develops a perception in your mind.
A perception is strongly built and developed with uniformity in the message, colors, visuals etc used in all the communications which in turn creates identity. So, there are different variables that form perception.
How a sale normally takes place? Try to understand the concept of AIDA – awareness, interest, desire & action.
- An awareness of the product is created.
- Consumer starts taking interest in the product
- He gets a desire to buy your product
- Finally, he takes action and buys your product.
That’s the fact. Even you and I buy go through the same cycle in order to buy any product.
All successful campaigns are completely based on one thought and that thought becomes the foundation of the campaign. A thought becomes a proposition, which in turn tries to develop perception though various channels. Don’t forget that a proposition always has two benefits: Emotional & Rational benefits. Emotional benefit helps you to connect with your target audience. Rational benefits make them believe what your are communicating is true.
You can’t develop emotions unless you offer the functional benefits to support your emotional communication.
Understand your target group’s behavior & their psychology. It’s a mind game that you have to win.
In real estate, Lodha Group is the best example. Their project communication always communicates one single message routed though different channels. They follow same strategies for the corporate communication as well. They have been doing brand building exercises for long to make their brand stronger. As a result, today Lodha has a positive market presence in the real estate space. Even if they don’t launch their project, their sales happen. That’s because of the brand advantage.
Understand you client’s vision. Understand the project brief in deep. Then decide on a thought to build your campaign. Don’t forget any communication without a thought is a baseless communication.
Advertising strategies might be different for different products but the objective is the same. And, now you know what that is.
Advertising doesn’t sell products, but it sells ideas.
The bigger the idea, the bigger the returns.