Why property taglines are part creative part mathematical formula
One of my favourite projects is working on a tagline, especially when it’s for a new property development.
Writing them feels full of hope and possibility. It’s like setting the stage for all the future residents and giving them a one sentence taste of what’s to come.
It’s also the project that throws up the least amount of stress and copy headache because creating them is a palatable combination of fun and creativity and part equation.
Here’s what I mean (and the process I use to create my property taglines).
1. Most of the time, there will be existing brand pillars that either you or the agency will have come up with. These set the scene and create the scaffolding for all the tag work beyond. Even better, there could already be a strong visual direction that your tag will complement.
2. Next up, I map out the development category. Is it for families? For downsizers? Is it more an investment opportunity? This helps to really niche down the tone and buzzwords I use. For example, families like hope and possibility. They want to see themselves living the life. Investors don’t care for the warm and fuzzies. For them, it’s more about the ROI.
3. When I’ve explored the category and researched keywords, I narrow a list down to around 10-15 words. These are the ones that will feature in my tag options.
4. Then I really start to consider the pain points and the pay offs. What is the target audience missing out on in the market now and how does this development fill the gap? If it’s about space, then the tag will feature something about vastness. If it’s about amenities, the tag will showcase everything on offer.
5. From this point, it’s really mapping – literally or figuratively – all these different elements out. The result (99% of the time) is that a series of tag options naturally present themselves.
Here’s an example to show you what I mean:
Let’s just say two of the brand pillars are lifestyle and nature.
And the category is families.
From the get-go, I know that I need to use words that are all about connecting in with community and relishing the great outdoors.
These families are currently missing out (pain points) on giving their children everything they had dreamt of. Maybe it’s because they are lacking community. Perhaps they wanted their kids to have more outdoor space.
The payoff for buying into this development is having kids with grubby hands and being part of something with other like-minded families.
Immediately, I would start to narrow down words around nature and connection. Remember I’m linking this back to my brand pillars. I want this development to be a world of outdoor opportunity and fun.
In this example, my tag may be something like:
[Name of estate]
Where nature is your playground
or even
[Name of estate]
Where nature is just outside your window
Not that I want to put myself out of a job, but really, it’s a straightforward part of the development jigsaw.
Here’s just one of my tags that has made it out into the world:
https://gilliestonvalley.com.au/
Need some help with yours? Let’s chat. My email is jaclyn@tumbleword.com.au