2014-05-28

New Developer Marketing Tactic: Star Power; Buyers Worry About Being Fleeced

Some developers are hoping star power can help them sell properties, but buyers are worried that the increased cost of marketing will come out of their pockets. In one case from April, a developer sold ¥1.5 billion worth of property in 2 hours, aided by Tiger Woods, Wang Gang and Lin Chi-ling (it's unclear in what capacity).

购房者谈楼市明星营销:羊毛出在羊身上
Colorful estate "star show" can often bring high popularity, a lot of the strength of housing prices has become a major marketing "weapon", favored by many developers, but in the end all aspects of real estate marketing activities are ecological chain buyers, faced with a number of big names struck, Zhengzhou buyers are buy it?

Star effect indeed effective, but not all

Reporters visited the major sales department, said many buyers, inviting celebrities events just a propaganda tool developers only, but at least the developer is powerful. When selecting real estate, will naturally choose to buy the strength of the real estate developers, after all, the strength of the developer in terms of facilities, services, property, etc. would be better done, the house is well built first and foremost.

White-collar workers are preparing to buy a house in Zhengzhou Wang Li told reporters, REF if invited her favorite stars to help out, she was concerned and will increase the degree of interest in the estate, if the star also bought their house, the estate will increase her purchase probability. The reason is love and celebrities neighbors and the strength of certainty for developers, since it can afford to do celebrity endorsements, the natural quality of real estate will be guaranteed. But not because they like a star and direct buy a house, buy a house is a big deal, after all, needs to consider various factors before a final decision.

April 20, located in the open area of the Jinsha Lake Golf View Di [ News Price apartment Review ] two grand opening, two hours fresh off 1.5 billion, once again breaking the Central Plains real estate sales record. In this regard, the project sales staff admitted that to achieve such impressive results, in addition to excellent quality thanks to the project itself, "Tiger" Woods, Wang Gang, Lin Chi-ling and other big stars to help out a public also contributed.

"In general, are able to go to the star of some of the strength of the brand enterprises, but also to buy a house to buy the brand, in the same quality and quantity of cases, these properties will be given priority with star aura." In urban areas Wang, a business unit of work is also represented.

Just bought a house in Erqi Xiao Zheng told reporters, when he was elected House endless tangle between two nearby properties, because both location, quality and other supporting almost all later because one of the real estate title He likes a star's concert, buy tickets can be sent, so he finally decided to sell.

Starchaser and buyers are two different things

On May 24, held JiangTai Sky International [ News Price apartment review ] [ News Price apartment Review ] Na Ying Tour Zhengzhou station scene, came to watch the concert of young people Miss Fang told reporters: "The house is large consumer goods, hundreds of thousands or even millions of things, because we can not buy Starchaser, this is unrealistic. eventually buy a house or to consider price, quality, location, transportation, facilities and other basic elements of the real. "

Before a survey research firm also showed that most buyers think that the most important thing is to buy a house to consider the location, price and quality, etc., will not change because of the star to produce or buy the will, but the developers invite celebrities to help out, is a manifestation of the strength of the developer, the same amount in the homogeneous case, priority will be given the strength of the developers.

"Money to buy a house to live mainly for my own, the first thing to consider is the price to buy a house if it is followed by the quality of real estate is strong, there is little that the future of property management whether the level will follow. "is urban scene showings of a real estate sales Leung said that although he saw a lot of urban real estate, but not to pay attention to whether developers celebrity endorsements. Miss Lee also told reporters the public, although he was a groupie, but the star of the hype will not buy a house as her reference, but will not affect her choice. "I am concerned about the star of the show can cause real estate, buying a house can be another matter."

Zhengzhou public He bluntly, has to buy a certain strength of housing prices in the high-tech area real estate development, "although the developers do not ask star activity, but because the brand has a good reputation over the years accumulated, its quality and Prices are also acceptable, it is shot. "

Some experts said that the star effect can enhance the visibility of real estate, there is no doubt, but "you serve got room, you can not see the product", and now buyers are rational, buyers are most concerned about the quality of their real estate and services.

Buyers worried: "fleece"

In addition, some buyers worry more directly, they choose not to buy star marketing account on the grounds that that the developers will spend this marketing expenses increased rates among buyers and thus passed on, this is not as direct drop prices more affordable.

Zhengzhou public Liu said that real estate developers heavily celebrities show just flashy gimmicks in improving media exposure and enhance the visibility of real estate, it is also potentially driving up prices. For buyers, this kind of performing arts activities harm than benefit, might as well come to their own work too. "Fleece, developers spend their celebrity, not as directly to the prices down, so the owners are more affordable." Liu said. It is understood that the costs are generally star to help out starting at 5 digits, and some even up to 7 digits attendance fees, plus pre-and post-publicity venue set-up and staffing costs, this cost should not be underestimated. Many people think, fleece, as housing costs of marketing costs will inevitably be passed on to buyers to increase the body, rather than scheming to attract attention, as the money spent on upgrading the quality of real estate on or offer price concessions to win people's hearts.

Netizen "Summer Wind" very directly told reporters:. "Star to help us no good at all homebuyers buyers are not looking at the stars face will pay, housing prices will always be the first element of the purchase consideration for the young just work people, many people have their own favorite stars, but for a house, or to real, Starchaser and home buyers do not take the full two things. "

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