Promoting lifestyles to sell property

At first glance, it was just another short drama on Chinese social media: a tale of a young woman's career struggles, workplace politics and her search for belonging. She never mentions buying a home. But the well-decorated apartment she calls home in the series is, in reality, up for sale. And across China, millions are watching.

This is the latest tactic in how Chinese developers are marketing their housing projects, not with hard-sell ads, but with mini-dramas, art exhibitions and lifestyle experiences that sell a way of living rather than just a property.

The 17-episode series produced by Hangzhou-based developer Xingyao Holding in Zhejiang province has become a talking point in the property sector. The drama focuses on a woman's growth, family relationships and workplace struggles, and is now streaming on major short-video platforms.

While the plot contains no overt property promotions, the project elements are woven into the storyline. The protagonist's name, Mu Fangzhou, closely resembles Xingyao's residential project "Mufangzhou" in Hangzhou's Qiantang district.

All scenes were filmed on location in the project, showcasing its swimming pool, gym and private dining facilities.

The production cost less than 200,000 yuan ($29,500), far cheaper than a traditional advertising campaign, the company said. The idea was first proposed six months ago by the firm's post-1980s general manager, and the drama was produced largely using the project's existing facilities.

Since the drama aired, some viewers have booked site visits after being drawn to the lifestyle depicted on screen, according to the developer.

Property developers testing the waters with mini-dramas is not unprecedented. In June last year, a project developed by State-owned enterprise Weifu Group in Nantong, Jiangsu province, served as the main filming location for a short drama.

The series garnered over 10 million views within 48 hours of release and topped short-drama platform charts, bringing attention to the project.

Beyond mini-dramas, developers are experimenting with even more attention-grabbing tactics. In Shanghai's Xuhui riverside district, a project run by Shanghai-based developer Chenjia Development has dispensed with the traditional sales office model entirely, replacing it with a four-part art exhibition.

The exhibition features works by artists including Chen Yifei, Marc Chagall and Yoshitomo Nara. The collection is valued at over 1 billion yuan.

"For high-end projects like this, the art exhibition itself has become part of the property's value proposition," said Yan Yuejin, deputy head of the Shanghai-based E-House China R&D Institute.

The shift in marketing tactics reflects a deeper change in buyer priorities, Yan said, noting that in the past, homebuyers focused on location, school districts and the expectation of price increases.

Today, particularly in the premium and upgrade segments, buyers are paying more attention to the day-to-day living experience, community culture and neighbor relations, he added.

Pet-friendly communities have also become a new marketing frontier. China Resources Land has introduced dedicated pet activity zones in some projects, creating social spaces for residents and their pets.

Moreover, Longfor Group has organized community sports events and running clubs across multiple cities, aiming to build resident loyalty and encourage word-of-mouth referrals.

"In a market where housing has become a buyer's game, the developer that can first make a potential homeowner imagine themselves living there may have the edge," said Chen Wenjing, director of policy research at the China Index Academy.