新築そっくりさん（住友不動産） LP analysis: 追加費用の発生しない安心の完全定価制です。

How this LP sells

For people considering full skeleton renovation of a condominium, explain the cost breakdown and the mechanism of "no additional charges after construction begins." Organize the scope of work included in the main construction cost, equipment selection, and options to reduce anxiety about renovation expenses.

Target audience

People undertaking full-scale condo renovation who are concerned about additional costs during construction

Main message

追加費用の発生しない安心の完全定価制です。

Price & discount

金額の記載なし(総額＝完全定価制の本体工事費＋住宅設備機器価格、諸経費・消費税は別途)

Appeal

Guarantee & refundIngredients, quality & craftsmanshipLow price

Offer

-

What is on the LP (top to bottom)

1. First View

   Emphasize that this is a fixed-price system where additional charges do not occur unless changes are requested.

   追加費用の発生しない安心の完全定価制です。
2. Cost Breakdown

   Show in diagram form that the total consists of main construction costs and the prices of selected equipment and fixtures.

   スケルトンリノベーション総額
3. Main Construction Cost

   Explain the process of presentation after on-site survey, confirmation before construction begins, and describe the work included such as demolition, piping, insulation, and structural work.

   工事開始前に工事内容と併せ改めて契約で確定
4. Key Points

   Show examples of handling unexpected substrate adjustments during construction without additional charges, and demonstrate clarity by including layout changes and water-area relocation.

   追加費用は一切なし。
5. Residential Equipment

   Offer equipment at reasonable prices leveraging the group's procurement power, and list the target equipment.

   お客様がお選びになった住宅設備の価格
6. Options

   Introduce upgrades in interior finishes, windows, storage, floor heating, and equipment, with notes indicating conditions for separate charges.

   さらにオプション費用でグレードアップ可能

Summaries are Doyle's analysis. Text in quotation marks is excerpted from the LP (source: the original page on the right).

Key takeaways

Visualize cost structure: Show first what determines the total, making renovation costs easier to understand.

Convey peace of mind with concrete examples: Cite examples of unforeseen situations that may occur during construction to make the meaning of fixed pricing easier to grasp.

Note costs not covered: List separately required costs such as miscellaneous expenses and temporary housing fees to prevent gaps in expectations.

Points that generally need care in this industry's expressions

When advertising renovation services with "no additional charges," it is generally required to clearly indicate the conditions to which it does not apply and any separately required expenses in connection with the body text.

This introduces general issues and does not judge whether this LP's expressions are appropriate.