Now here’s an Australian Real Estate Advertisement pushing hard against the ceiling of creative and clever marketing. With 75, 000 quality hits in a little over two weeks these guys at neo property are on a real winner!!
It’s about time someone’s had the smarts to inject this type of creative vibe into property marketing – it’s good for everybody.. The copywriting in this real estate advertisement hits the nail right on the head of blokey-ness – girls – guns – action – suspense – swat teams and a fabulous water front property with an awesome Jacuzzi and a red-hot Ferrari in the driveway!
If you want to make a hot sale having the balls and smarts to employ this type of hype is going to launch strides for your business in the right direction!
We’ll let you know how the sale goes. The property at 15 Queen Anne Court is attracting interest from all around the world. This campaign is in no way limited to the Australian market.
Ask yourself the value of this for your sales; whatever the product is?!
Well done boys, christopher copywriter loves and commends your work!
Made for www.neoproperty.com.au
It is important to give great advertising for Real estate properties. The advertisement is useful for selling or buying a property. The proper advertising will be attracting the pubic for buying a property. I think many men will really appreciate this advertisement. thanks chris.
We think so too Kevin. Without marketing how does one ever know what to buy?
Tacky, sexist, and embarrassing. If it’s trying to be tongue in cheek it’s failing miserably. Just awful.
This ad will work Jane. Do you not like the ads representation of women? I ask you, do you like this ads representation of men with guns risking their lives for women?
Bad, bad marketing. 1. they cut out half their market by only targeting men and 2. come across as sleazy creeps.
If you want to know what the problem is, the main one is that it’s not new, half naked women are used to sell just about anything. They portray women as just objects, with the suggestion of sexualised violence there with the woman being tied up and needing to call for help. This doesn’t represent men well either, they are vaguely threatening shadowy figures wielding guns and the only line I remember them getting is yelling out “get on the floor” to subdue the women in the scene. The model’s voice is absolutely grating too. Try looking past “Look, Gratuitous sex on offer!!!!!! Ohhh, aren’t we fantastic!!!!!” They obviously are not that self aware.
Your first comment said “I think many *men* will really appreciate this advertisement.” and that’s it in a nutshell, when the reality is that women buy houses too and even if it’s a couple, women actually tend to be the ones that make the decision. The last thing you want to do is advertise so clearly that you are only pitching to men, and that at best, women are something there for the consumption of men rather than active decision makers in home buying.
Hi Michelle nc (Real Estate Agent), thank-you for your thoughts. What agency are you from? Feel free to contain your contactable details, thank-you.
To explain why this is a great new Australian advertising tactic – I ask you to ask yourself, how does this ad “cut out half their market” when it’s currently being viewed by 200,000 people per week! That’s almost 30,000 views per day. If the 20 cents an average Real estate agent pays for each DL card which sits ignored for weeks in peoples letter boxes is more cost effective and reaches more viewers for as little effort – as this ad for 15 Queen Anne Court is now currently reaching – then I’ll eat my underwear!
The ad has now had over half a million views around the world and I assure you not all women have a problem with it. It might be difficult at first to swallow – but many women use sex or their sexuality to present themselves more favorably to the world, don’t they? Some men do too in different ways, aesthetics and fashion styles.
One of the main points of advertising in this context, I’m sure you can appreciate – is to attract attention – to be noticed. There’s far too much choice to not create marketing which is remembered as opposed to merely running some ad – liberally spending the vendors valuable and hard earned cash – in some usual, traditional and unmemorable marketing form.
I would suggest that the agents look more like playful, naughty types who are ‘fully aware’ of how some people might interpret the ad in a traditionally “politically correct” manner.
I would also suggest that for Australian Real Estate advertising this type of grand cinematic type advertising commercial is relatively untried. Please feel free to find examples of similar ads to prove us wrong. We’ll be happy to see them.
As you admit yourself, “sex” IS USED to “sell just about anything.” Have you asked yourself why? I assure you it’s not because people get their jollies from making sexualised ads, either degrading in depiction of their subjects (to some) or not. It’s because rather, “sex sells.” “Sex” sells BIG! Is this a bad thing? People enjoy and find attractive sexy things. Sex should be fun or someone’s not doing it right. Right? Sex is noticed, felt and remembered. Many Real Estate agents I’ve known have used their own sexuality to help in the sales of a home – do they not? Should we hide from this fact? Probably the very same reason people bother getting attractive haircuts, wear makeup everyday and bother with fashion shopping and well as attractive accessories. Possibly the very same reason some people excel at earning money or in their chosen professions so they can be more appealing to members of the opposite sex.
For example, I suggest the very reason this ad has received and continues to receive so much attention, (you yourself Michelle, are commenting on it emotionally and no doubt remember it, if not also have watched it many many times) – is because it’s consciously a little naughty, slightly irreverent and rather sexy – to most people.
We can please some of the people some of the time, but not all of the people all of the time. Not everybody is going to love everything that everyone produces. Is this any reason not to push against lifes little boundaries?
For people who may be looking for such a prestigious home on the market – if they cannot see though this advertising to find the home they desire, I’m not sure they would be able to make a sober decision on where to live in any case. Whether we are talking ‘everybody’s happy’ results – aka running a dull ad such has been done a million times before – or very real results that work, is a question for the client. There is many different ways to sell something and many things to take into consideration. Again, no-one can make everybody happy all of the time. I suggest people with issues need to take a long hard look at themselves and why they feel this way.. That’s what i do when I don’t like something. I elect to get to know myself better and search long and hard inside as to why something is rubbing me up the wrong way, so as to say..
If you think that the women in a relationship make the majority of the decisions within the relationship, then this, I suggest is far more offensive then the ad in question – balancing all things out. Surely men deserve equal rights and say in the decision of where they live and purchase. Any woman who’s using some sort of emotional blackmail to force her power upon the man in the relationship is somewhat of a monster isn’t she. Now that statement might not please emotional blackmailers – but then emotional blackmailers aren’t pleasing their partners. Are they? Not in the big picture. This person subjected to such treatment by their partner is being repressed by the very person who should be loving them.. It has far greater problematic social implications than a woman wearing some sexy lingerie jokingly acting out a cheesily written mock Hollywood feature script for a prestige Real Estate sale.
The whole ad is obviously very self-aware and jokingly, cheekily, irreverently, completely and utterly tongue in cheek. Yes, they know it’ll grab peoples attention. Simply look at the smile on the faces of the two agents who you call “sleazy creeps.” I believe in a very Australian way, most people will find them quite funny. Simply read the comments below the video on You Tube. As for the model’s voice – the lady in question is an actress, not a model, she’s not being exploited, she’s enjoy doing this kind of work. Certainly, the sound in this commercial could use a little work – the actress could use a better voice warm up and training – she’s not going to win an Academy award – but she is, I assure you rather attractive looking nevertheless.
This internet advert not high art but it pleases most people, is getting heaps of attention and will, I assure you sell this prestige home in a difficult end of the market right now. When the going gets tough, the tough gets going. Like the guys say, “Now we’re got your attention again… We are trying to attract a broader audience.” It’s not as much an important ethical or moral issue it’s a marketing tactic – if you try to see life’s big picture – and it’s working. A little clichéd perhaps, slightly gratuitous, not a work of high art BUT a work of highly effective marketing and advertising for property sales in this context. It is self-aware and deliberate – I assure you. Ohh how some women love to pretend that they don’t like to feel sexy, while going to the hair stylists and manicurists 3 times a week. Nobody is forcing women to wear such frilly lingerie. Gaaawwd… we were all born naked aren’t we – can you remember after all..
Michelle, I think you night need some help with your sales and marketing understanding and appreciation. I can help you – perform much better. Feel free to e-mail me at mrchris@christophercopywriter.com and I’ll let you know what we can do for you to achieve some very real and far greater positive results. You owe it to your venders – don’t you think?
The fact that you fail to see how ridiculous and sexist this advert is quite depressing. The fact that thousands of people have watched it, is hardly a strong argument. Thousands of people buy ‘The Sun’ Newspaper but does that mean it has any value?
I’m Australian, I’m a liberal minded person and I don’t find it funny. I find it crass, embarrassing and just plain dumb. There are many other strong adverts out there that play with sexual stereotypes in an intelligent way, that inject humour in a subtle rather than bombastic manner.
With statements like ‘Nobody is forcing women to wear such lingerie,’ you’re doing a good job in alienating your female audience. I wouldn’t use you in my campaigns.
I suggest the 60′s feminist movement has taught you to find this type of depiction of woman as “sexist.” Society has many types of women and men and women are depicted in many different ways. I’ve chosen to find this ad fun and enjoyable as do many of my female and male friends alike. I was never until now, saying anything about this ad other than the fact that it works cost effectively to sell Gold Coast Real Estate. The women in the ad who you ONLY SEE as women ARE INDIVIDUALS first and foremost who have chosen by their free will, without being exploited, to perform with this costume. Would YOU FORCE them to NOT PERFORM in such a manner? What does that make you? I’ve never ever said this ad has some sort of higher human value – (so we’re not sure why you bother saying it) again, other to sell high end Real Estate. GET THE POINT – this AD for better or for worse SELLS REAL ESTATE. I doubt you have any campaigns so you can’t really comment – can you?! And you definitely can’t even structure a well reasoned argument. You definitely need a copywriter – but you should use a good one – not just a human spell checker.. If you want the best copy on offer in Australia to sell your wares then you’ll use us.. You’re most welcome to go for inferior creative.. Good luck and thanks for your feedback and opinion… Keep an open intelligent mind.. cc
We all know, web copywriting is now becoming a big tree that holds the opportunities. We can easily say that it’s the thing which is taking copywriting ahead. And that’s what this site is providing. christopher copywriter it’s really helpful. Thank-you mate. And to everybody else, keep coming back to try it.
Thanks mate.. We like compliments from other marketers and copywriters. Cheers. We aim to please!! cc
We got quite a few forceful and angry women in writing this blog post. (of course we knew we would.. but this isn’t any reason to shy away from discussing a marketing technique which is working.. ) I guess these women don’t appreciate the female form. Perhaps they didn’t like the tied up woman or the gratuitous lesbian interlude. To be honest about the the feedback we received, they just sounded like threatening and angry ‘power driven’ women.. Where was their sense of play or fun – there wasn’t one – just horrible angry threats. I feel sorry for them..