The National Day Golden Week that just passed is also an important day for real estate companies to grab the “Silver Ten” of the property market.
The release of the “Policy Gift Package” before the holiday is good, developers are gearing up for performance, how is the property market sales during the National Day holiday?
Seller: pull out all the stops
“There are a lot of people looking at the house, it’s really a lot, and it feels like I haven’t been so busy for a long time.” Yang Zhen (pseudonym), a real estate agent in a provincial capital city, told a reporter from Zhongxin Finance and Economics that during the seven-day National Day holiday, he was solid and solid. After seven days of extra shifts, I can’t get home until almost midnight, and I can still see my colleagues posting “Sales Battle Reports” in the work group after grooming.
“There are a lot of people in the sales department, and many teams for real estate inspections are lined up at the door, and they want to let people in in batches.” Li Tao (pseudonym), a real estate agent in a certain county, also said that he knows the most popular one. In the real estate, the most one day during the holiday received nearly 120 groups of customers, and several laser pointers were worn out at the sales office, which is already a very rare traffic in the local area.
During the National Day holiday, the increase in demand-side viewing activity has become a common phenomenon across the country. The Middle Finger Research Institute pointed out that according to feedback from some real estate companies, the number of visits during the National Day this year has increased compared with usual, especially the sales in big cities have recovered slightly, but there are obvious differences in different cities and different projects.
The liveliness of the sales office has also been passed on to the second-hand housing market. Data from the Shell Research Institute shows that the average daily number of second-hand housing customers in Shell 50 cities increased by 7% year-on-year, and the number of customers in over 60% of the cities increased year-on-year. Dongguan, Xiamen, Chengdu In other cities, the number of customers increased by more than 50% year-on-year.
Regarding the reason for the popularity of house inspections, the above-mentioned staff all bluntly stated that it is largely due to the large number of discounts launched by major developers. Marketing activities such as down payment installments, one-price units, home appliances for home purchases, and property fees for house purchases are not uncommon.
Yang Zhen said that before the National Day, his agency had planned a number of sales plans, and various additional activities had also increased significantly.
“For example, in the past, many real estates were bound to the sale of parking spaces, but now they are not only unbundled, but some will also give away parking spaces. Or some ‘choose one’ promotions, free parking spaces or decoration, the value can be in the hundreds of thousands Yuan.” Yang Zhen said.
In addition to the efforts of developers, real estate agencies have also invested more energy. Yang Zhen mentioned that because the holiday weather in the city where he is located is not very good, for customers who are willing to see the house, he will basically pick up and send them by car. “It is inevitable that there will be traffic jams during the holidays, and the time spent on the road is four or five hours a day.”
Li Tao also said that some intermediaries have also cooperated with sales offices to introduce convenient measures such as “room viewing shuttles”, and he is also online 24 hours a day. “As long as you want to buy, the subscription book and the credit card machine can be delivered to the customer’s home.” Li Tao said with a smile.
Buyer: wait-and-see sentiment is still strong
Ms. Lin, who is in Guangdong, basically spent the whole National Day “in the sales office”, and finally chose her favorite house at the end of the holiday.
“Since I graduated and settled down, I have had the idea of buying a house, but I always felt that it was out of reach. I have been looking at houses for a few years, and I have also watched the mortgage interest rate drop from a high point of 6%-7% to the current 4.1%.” During this holiday, Ms. Lin watched more than a dozen real estate projects, and finally subscribed for a property with a down payment of nearly 500,000 yuan and a loan of more than 1 million yuan.
“I signed the subscription book on the 7th. At that time, the property manager said that they had already sold more than 40 sets this holiday. Some people even swiped their cards within 20 minutes of entering the sales department.” Ms. Lin said.
She said that she has also considered whether the house price will drop further in the future, but she has indeed been “burned out of house viewing”, and she just wants to settle down as soon as possible. As a just-needed group, she believes that this price and type of apartment are already very satisfactory.
The loan interest rate of the first personal housing provident fund is reduced by 0.15 percentage points, the residents can enjoy a tax rebate before the end of next year when they buy a house, and the lower limit of the loan interest rate for the first home is expected to exceed 4.1%… In the last two days before the National Day, many departments successively released three Heavy favorable policies are helpful for boosting market confidence and accelerating the pace of home buyers entering the market.
According to media reports, some cities in Guangdong, Shandong and other provinces have followed up the implementation of relevant policies. The first home loan interest rate in Qingyuan, Guangdong can be as low as 3.7%, Yangjiang can be as low as 3.9%, and cities such as Yunfu and Zhanjiang have cancelled the lower limit of the first home loan interest rate; Jining, Shandong The lower limit is reduced to 3.95%, and the first set of provident fund loan interest rates in Qingdao, Jinan, Zibo and other cities have been lowered to 3.1%.
“The policy has continued to be favorable, which has indeed boosted consumer confidence. But it is inevitable that many customers will also consider whether there will be bigger policies and better prices in the future.” Yang Zhen said, this will lead to The viewing rate has increased, but the ratio of actual conversion into orders is not ideal.
“In our store, it is already a very good performance for the intermediary to sign in 3 suites during the 7-day holiday.” Yang Zhen said, but there is no need to worry too much. The consideration cycle for buying a house is generally long, and he is currently working on it. After receiving feedback from customers on the 3rd and 4th, I believe that there will be subscriptions in the future.
According to the monitoring data of the middle index, during the National Day holiday in 2022, the transaction area of newly-built commercial housing in 20 key monitored cities decreased by 37.7% compared with the National Day holiday last year. Considering that the online signing data has a certain lag, combined with corporate feedback and subscription situation, the property market in some cities has recovered to some extent during the Golden Week.
Outlook: The new home market may gradually stabilize in the fourth quarter
“Now, the market can say that a consensus has been formed. If you want to ‘rise in volume’, you must first ‘fall in price’.” Yang Zhen said.
Li Tao mentioned that even the top and bottom floors, which are usually not easy to sell, have been snapped up for some real estate, because there are big discounts in price. “The difference between the average price of ‘Dingtianzhidifang’ and other floors is about 3%-5%, that is, a house of 1 million yuan is cheaper by 30,000 to 50,000 yuan. But now developers can quickly digest the total price directly. 100,000 less -150,000 yuan, so naturally I don’t have to worry about selling it.”
“Some developers will say that the price will rise by 3% across the board after the festival, but this is also a usual rhetoric after each festival.” Yang Zhen said that the price change still depends on the transaction volume, and then there will be “Double Eleven”, Thanksgiving, “Double Dan”, etc., I and my colleagues are still planning special offers.
Chen Wenjing, market research director of the Index Division of the China Index Research Institute, believes that in the short term, home buyers are still in a wait-and-see mood, and it will take time for the previous policies to take effect. Continue to repair, the new home market may gradually stabilize in the fourth quarter.