The light snow has passed, the heavy snow is coming, and the housing enterprises have also started the "involution" mode.
Recently, the news of price reduction and down payment installment of various types of real estate has emerged in an endless stream, and housing enterprises have exhausted their tricks for withdrawing funds. According to an interview with the First Financial Reporter, a leading real estate enterprise in Tangshan has launched a "down payment installment" activity. Buyers who meet the requirements of 20% down payment can buy a house with a down payment of 5%, and the remaining 15% will be paid by the real estate enterprise supplier without interest. Buyers will make up before handing over the house.
In cities such as Guangzhou, the strength of price reduction promotion of housing enterprises is equally amazing. There are projects with an average daily price of 70,000 yuan/square meter, and now the special room is as low as 58,000 yuan/square meter, and the unit price has dropped by 10,000 yuan. There is also a property that sold for 33,000 yuan/square meter at the peak last year. Recently, the special room was as low as 24,000 yuan/square meter, and the price reduction was not small.
A person from a real estate enterprise told reporters that the current market situation is still not very good, and there are not many options for real estate enterprises to withdraw funds, so price reduction projects are emerging one after another, but it is hard to say whether the actual results can be achieved. Some Guangdong-based housing enterprises also said that the company had no special marketing activities at the end of the year, and it is useless to cut prices now.
Research institutions in the industry believe that although there is a strong financial policy to rescue the market, it will take some time for the property market to pick up, and the current market problem still lies in confidence. In the last two months, the head housing enterprises are still actively grabbing the harvest, and the marketing activities are not expected to be less, or they will seize the dividends of the market recovery by speeding up the sales collection.
Down payment installments emerge one after another.
Recently, favorable policies for real estate have been continuously spread, but the warmth has not yet been passed on to the first-tier property market.
According to the data of BOC Securities, the transaction area of new houses in 43 cities was 2.634 million square meters from November 12 to November 18, down 1.6% from the previous month and 50.7% from the same period last year, and the year-on-year decline was 8.8 percentage points higher than last week. The growth rates of the first, second and third tier cities were 10.2%, 16.1% and -35% respectively, and the year-on-year growth rates were -23.9%, -33.3% and -58.8% respectively.
In the depressed market, housing enterprises try their best to promote shipment, and "down payment by installment" is one of the ways.
According to a real estate person in Tangshan, at least four housing enterprises in Tangshan recently launched down payment staging activities, among which there are many TOP5 leading housing enterprises. "You can buy a house with a down payment of 5%, that is, 50,000 yuan, and the remaining 15% of the down payment will be made up when the house is delivered in 2024, and then the monthly payment will be normal, and no interest will be generated during the period. Housing enterprises use this means to withdraw funds."
Tangshan World Bank also issued a document saying that the core of the above-mentioned low down payment strategy lies in: buyers need to do two "borrowing" behaviors, one is to make mortgage loans with banks normally; Second, the supplier will sign a loan agreement with the buyer. Customers who meet the requirement of 20% down payment only need to pay 5% of the total house price when buying a house, and the other 15% will be paid by the housing enterprise supplier without interest.
According to the above-mentioned institutions, the price of Tangshan property market has increased rapidly for two years since 2019, and the urban housing price has increased from 10,000 yuan/square meter to 15,500 yuan/square meter, including the value-added due to the product strength of the project, but there is also "moisture". When the regulation changes slightly, it is difficult for high housing prices to stand firm. If other projects follow up the promotion, the housing price moisture will be squeezed again.
In addition to Tangshan in the north, from East China to South China, there are "down payment installments" of housing enterprises.
Poly Zhejiang Guanwei recently published an article saying that the company launched a "payment reduction action", which is different from the previous 30% down payment. As long as the first payment is 5%, the house can be bought. On December 31, 2022, 5% of the house price will be paid in full, and 20% of the house price will be paid in 2023. The specific time is subject to the case policy, and some projects are "paying the house first, then paying the house", focusing on "zero-risk home purchase" Take a house with a total price of 2.5 million as an example. A down payment of 5% is equivalent to a threshold of 125,000.
"Down payment loan" is expressly prohibited in the relevant laws and regulations of our country, but there is a gray space in the actual operation of "down payment installment", and the key lies in whether it involves the property buyers to borrow from financial institutions and generate interest.
Li Yujia, chief researcher of the Housing Policy Research Center of the Guangdong Provincial Urban Planning Institute, said that the down payment installment is not exactly the same as the down payment loan. The former, for example, 30% down payment is paid within one month or half a year, which is a "edge ball" and is not an obvious violation; If a property buyer makes a down payment in installments, it is equivalent to a down payment.
A number of real estate people told reporters that down payment by stages is a common operation in the market, but the specific details are not the same. Li Yujia believes that setting the down payment ratio requirement is to measure the repayment ability of buyers. If the corresponding down payment, monthly payment and running water are qualified, the subsequent mortgage can be guaranteed; If the down payment depends on financing, the pressure of subsequent repayment will be great and the probability of default will be high, which is the key to the above problems.
Yan Yuejin, research director of the think tank center of Yiju Research Institute, said that the down payment installment is similar to the down payment loan, but it is not exactly the same. The former can first sign the housing and does not involve loans, and the down payment loan involves loans and related processes will be completed. The down payment loan is definitely illegal, but there is a gray area in the down payment installment. If there is no transfer, only the housing is locked and the payment is gradually made, it can only be said that there is a risk of buying a house and collecting the house.
Leading housing enterprises take the lead in "involution"
In order to grab the goods, the price reduction efforts of major housing enterprises are also not small.
A local real estate agent in Guangzhou said that developers are now making great efforts to make special rooms for shipment. For example, the daily average price of the CTS Tianchenfu project in Haizhu is 69,000 yuan/square meter. Now the middle and high-rise floors are doing activities, and the unit price of apartments is as low as 58,000 yuan/square meter, which is nearly 10,000 yuan lower than the daily price.
There is also a project of China Resources Land in Guangzhou, with a daily reference average price of 25,000 yuan/square meter, and also launched a large-scale special room. "At the peak of this session, the price of 33,000 yuan/square meter was sold. Recently, there were special rooms of 24,000 yuan/square meter. This year, the overall environment is reducing prices, and the normal price is around 26,000 yuan/square meter." The intermediary said.
Kerry recently released a research report, saying that housing enterprises such as Poly, Longhu, Zhonghai and Vanke increased their discounts in the second half of the year and launched a fourth-quarter sprint. Poly has many marketing activities throughout the year, including national marketing, down payment installment, property fee and parking fee discount, etc., which almost covers most of the marketing methods in the market, eliminates areas with high pressure and decisively promotes sales.
Kerui said that Longhu began to increase the speed of sales in the fourth quarter, and some good quality projects in some markets also reduced their prices. For example, a hot-selling plate in Longhu, Chengdu was discounted at the end of October, which led to further price reduction of regional projects. The average monthly sales price of the company in October decreased by 20% year-on-year, while the previous August and September increased by 1% and decreased by 4% respectively.
As for Vanke, at the last two-month sprint meeting held in October, Vanke said that it would strengthen the cooperation of various sales channels in a large number of cities across the country, such as taking customers offline with shells and guiding customers online, and all regions should mobilize their own channels and cooperation channels to attack hard. The focus of marketing is not to make profits at discounts, but to find customers and "grab revenue".
In addition to trying their best, in some places, housing enterprises began to "hold the group to warm up".
On the evening of November 22, Hunan Real Estate Chamber of Commerce announced in Guanwei that it was cooperating with relevant member housing enterprises to jointly activate the property market in the cold winter of real estate by way of "special price approval by the president". The president approves the price, that is, the special discount is given to the buyers except the marketing discount of the sales department of the real estate enterprise, and all new sites in the province can be applied for.
According to the data, the Hunan Real Estate Chamber of Commerce was established in 2006. The residential developers in the member units include Poly Development, China Merchants Shekou, Greentown China, China Communications Real Estate, Country Garden, Vanke, Xuhui, Longhu and many other brand housing enterprises. Representatives of local state-owned enterprises such as Xiangjiang Group, China Construction Trust and Changfang Group; And local private enterprises such as Dahan and Runhecheng.
The chamber of commerce said that the "president’s special approval" price can help housing enterprises in three aspects: first, lock in customers and promote sales; Second, the Chamber of Commerce organized a rescue to deepen the relationship between the Chamber of Commerce and its members; Third, the use of public funds of the Chamber of Commerce to give more profits to property buyers is the rescue behavior of the Chamber of Commerce in a specific period.
In the industry’s view, the past high turnover model has created the "standardization" of the industry, under which the degree of product homogeneity is very high. In the case of bad market, there seems to be no better way to break the situation except price reduction, and it is even difficult for marketing to dig out the core value points of its own projects that are different from other projects.
Kerui believes that in the face of market downturn, head housing enterprises are also introducing more diversified marketing methods while increasing the supply of high-quality projects. However, sometimes blindly reducing prices can’t bring the expected effect. The key is to expand the influence of enterprises and projects through marketing combination boxing, promote the transformation of projects, and decisively promote sales in the face of market changes.