Tagline Proposal for Real Estate Development-- by Nate Winter

[The following is a tag line proposal for a residential real estate development targeting home buyers 50 years and up in Chicago's North Shore suburbs. The client and development name have been changed in this version for reasons of confidentiality.]

In prior discussions on a tag line the client has expressed affinity for phrases such as “At Last,” and “Finally” and has said it would like a tag line that captures the same ideas.

The first step is to determine what qualities and connotations of these phrases are so profound for Development X’s 50+ years old, North Shore resident market. For this group, retirement and retirement planning are important and relevant topics. Of course, not all Development X buyers will be retired or on the verge of retirement, but it is crucial to recognize that this group thinks about retirement as the next phase in life and has begun planning for it.

There are 3 ideas that “At Last,” and “Finally” express, illustrating why they are pertinent to Development X’s target market.

Entitlement
Similar ideas include: “Earning” as in “You’ve earned it,” and “Deserving” as in “You deserve it.”

Having spent most of their lives working, raising and supporting a family, funding education, saving for the unexpected, and delaying gratification, they feel they’ve worked hard and are entitled to something great. They want to be rewarded for their hard work. Development X is that reward.

Relief
Similar ideas include: “Ahhhhh,” “Relaxation,” and “Comfort.”

Relief comes from the feeling that the stage of life characterized by major stresses from work and family is coming to an end. Their children are grown and they are financially stable. This market can now focus its attention inward. Quality of life has always been important to them, but as they look forward to retirement and extra leisure time, how they spend that time is increasingly meaningful. Relief and relaxation are the types of gratification they have delayed for career and family. And now Development X provides them.

Excitement
Similar ideas include: “Anticipation,” “Enthusiasm,” “Butterflies in one’s stomach,” and “Anxiousness.”

Excitement is rooted in the affirmation that the sacrifices and investments they’ve made are paying off as or better than expected. They will finally have the life they’ve dreamt about and they’re excited for that moment to arrive. The prospect of living in Development X excites them.

Proposed Development X Tagline:

Your Moment Has Arrived

This phrase captures the essences of entitlement, relief, and excitement just as effectively as “At Last,” or “Finally” while offering additional meanings and providing vital versatility for usage in a variety of marketing materials.

The word “moment” is powerful. In this case it connotes an important and memorable, yet fleeting, point in time. It suggests a recognizable event, a memory to last a lifetime, but one that is brief and not to be missed. This is how buying a Development X home should be viewed: as the unforgettable, exciting, chance of a lifetime.

“Arrived” and the concept of “arrival” are also poignant. “Arrival” connotes a coming of age, a rite of passage, and a realization of potential. Development X buyers are on the verge of arrival. That is, they are very close to beginning the next phase of their lives, and having it as they dreamed it would be. Beginning this phase as residents of Development X is part of that dream.

“Arrival” is a key word that can be worked into marketing copy for powerful effect. Examples include:
The North Shore’s Development X Arrives Fall 2008. When Will You?
When Is Your Arrival?
Discuss Your Arrival With A Member Of Our Sales Team Today.

Page headlines in the Development X website can effectively leverage the tag line and it’s derivatives in a variety of ways.
Home Page: Development X Has Arrived.
About Page: Your Ideal Community Has Arrived.
Neighborhood Amenities Page: Your Peace Of Mind Has Arrived.
Product Features Page: Your Luxury Has Arrived.
Floor Plan Page: Your Dream Home Has Arrived.
Location Page: Your Level Of Convenience Has Arrived.
Developer Page: Your Development Team Has Arrived.
Contact Page: Your Time Has Arrived.

Advertising headlines can function similarly to the website headlines. An ad promoting the location with shopping and dining options might read: Your Taste Has Arrived. An ad appealing to investment buyers might use the headline: Your Opportunity Has Arrived. Ads touting landscaping and snow removal services might read: Your Care-Free Lifestyle Has Arrived.

In short, the tagline “Your Moment Has Arrived” for Development X invokes the correct meanings that will appeal to the target market and does so in a manner that is aesthetically pleasing and versatile.

-- Nate Winter