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This question has been closed, and points have been awarded.
Usp Ideas For Marketing A Real Estate Project?
Posted By: goodgawabman* on 3/4/2005 1:49 AM (CST) 250 Points
Hi!
I want market an apartment complex which is fairly far from the city(India). As far as I am concerned, I feel the USPs of my project are Space (Spacious) and Pollution Free (Surroundings). I ran a campaign based on Space but didn’t get good response. Each and every real estate player here is relying on Greenery, No-Pollution, Dream, Happiness and I don’t want to repeat. I am confused and don’t know how to go about it. Please help by suggesting few ‘unique’ USPs.
Thanks
G.G. Man

Posted by: Sanjeev Kumar Vyas Accepted Answer
3/4/2005 2:31 AM (CST)
Hi,
Well USP is something that you should know.
Why would I buy an apartment in your complex ?
How does it differ from others. What are the benefits I get over your competitors.
Where is your apartment located send me details for the apartment I am looking to buy an apartment in India. Click on my profile to get my e-mail.
Sanjeev Kumar Vyas
 
Posted by: jimprice* Accepted Answer
3/4/2005 4:57 AM (CST)
Goodgawabman.

USP (Unique Selling Point) is an out dated, old fashioned phrase that should be confined to the dustbin of 1970/80's sales thinking (in my opinion).
Why?
Firstly there is very little that is unique in our modern business world. There may be lots of new versions of old ideas, but little that is truely unique.
Secondly (and more importantly), when you think USP, you are thinking primarily about YOUR own product/service.

So forget USP and start thinking 'Competitive Advantage'. That immediately switches the emphasis to your competitors. Remember, there is nothing unique in what they are doing also.
Study your competitors IN DEPTH. What do they do? How do they do it? How do they present their goods/services to the outside world world?
Benchmark your products/services against them. What advantages (no matter how small) can you spot in using your product/service over there's. You will then begin to evolve a better overall picture of your market and where your product/service fits in.
You will also begin to see ways to outshine your competition... THAT will be your competitive advantage.

good luck

Jim P
 
Posted by: Papadoc (Steve)* Accepted Answer
3/8/2005 2:32 PM (CST)
Your USP is completely focusd on the wrong thing. People do not buy features, and this is what you are trying to sell. People buy benefits. Sure, you have to list the features, but talk about the benefits.

To do this of course you have to ask yourself what your primary target is. If you are saying that it is anyone who wants an apartment, then you are targeting nobody and your message will mean little to anybody. Messages such as clean, dream home, find happiness, etc. are too cliche and not specific to anyone. Would any of your competitors say that their apartments are decaying, a nightmare, or are the source of misery? Of course not. So stating these general nice featues things sounds like so much sales fluff, and it does not differentiate your message.

Decide who your target is and develop the message that focuses on their needs and the benefits that your property will provide.

If your target is families, mention but don't talk so much about the greenery and the space. Talk more about the value of raising their kids where it is clean, safe, and the kids have room to play.

If your target is young professionals and the property amentities support the idea, talk about the benefits of living with what you provide. Exclusivity and elitism are often attractive concepts for upwardly mobile young professionals.

When you focus on benefits, you build a mental image and this goes a long way in attracting clients.
 
Posted by: et3dotcom* Accepted Answer
3/22/2005 12:05 AM (CST)
Survey the people who are in the area and find out why they are there - then appeal to those people in your campaign.
 
Posted by: Roxana Member Response
4/24/2005 3:34 PM (CST)
If you want to draw attention on your add raise curiosity by using title such as: "The loudest noise I can hear from my balcony is from the my wife frying the pancakes" ; "Seen from heaven it is 90% green"; "Buy 1000 sqm appartment with the money for 2 rooms"

If you promote green, space and happiness this means it is far from downtown, underserved by utility providers and extremely expensive? If not say it is 20 minutes by car from downtown, fully and modernly equiped, a good investment. Also think of financing facilities, recreational areas, clubs, hiring oportunities, medical and educational facilities, transportation, hipermarches - everything that increases the value of a land.
 
Posted by: Shelley, MProfs Moderator Response
5/8/2005 2:11 AM (CST)
Please do NOT post questions here in the future unless you are willing to stay in the conversation AND close the question on a timely basis.

Everyone, thanks for participating. I am closing this question since it's gathered a considerable amount of dust.
 


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