How to sell a house through fancy promotion?

If you buy a house, you can ride the subway for free for 10 years. Are you excited about such a discount?

Recently, Nanning Orbital Real Estate launched the "10 Years of Subway Freedom! Orbital Real Estate invites you to enjoy free ride rights" activity: Any rail real estate contract sold between November 11 and December 31, 2022 Customers of a project’s residential properties will enjoy 100% free subway rides for 10 years.

Some netizens calculated that taking the subway for free for ten years can save about 30,000 yuan.

It is understood that Nanning Rail Real Estate currently has 7 new housing projects for sale, all in Nanning City. The real estate prices are generally around 12,000/square meter, with a house costing over one million. In addition to free subway rides, the properties sold by Nanning Rail Real Estate also offer discounts such as free home appliances and a referral bonus of 20,000 yuan per unit.

Behind the fancy promotions of Nanning Orbital Real Estate is great inventory pressure.

According to CRIC data, the transaction area of ??new commercial residential buildings in Nanning in October this year was 300,000 square meters, a decrease of 26% month-on-month and 35% year-on-year;

In terms of inventory, as of this year, In October, the inventory of new commercial housing in Nanning was 7.83 million square meters, with a digestion period of more than 2 years. Moreover, the prices of new and second-hand houses in Nanning have generally fallen, by about 10%. Industry insiders believe that there is still room for decline.

However, people from all walks of life are basically critical of the promotional activities of Nanning Rail Real Estate. Netizens said, "Free subway riding for just 10 years is too insincere, and the gimmick outweighs the actual significance." "It is unfair for other people to use the city's public resources to subsidize the purchase of houses."

Experts also pointed out that spending money Style-based property sales also require attention to methods. The subway operated by a state-owned enterprise is a public service. If individual subway passengers are given preferential treatment for the purpose of promoting real estate for their subsidiaries, it is not only unfair to other subway passengers, but also puts other private real estate enterprises in a relatively disadvantaged position. If instead companies provide money to subsidize homebuyers' subway travel expenses, it should improve public perception.

After the launch of the campaign, local residents in Nanning did not buy it. Relevant people said that after the launch of the free subway ride campaign, the sales of houses on the Nanning track did not increase significantly.

In recent years, developers in various places have used various promotional methods. For example, Jianye Group, one of the largest local developers in Henan, launched a wheat and garlic housing exchange activity in its own projects.

Subsequently, Nanjing and Wuxi also followed suit and launched the "Watermelon House Exchange" and "Peach House Exchange" activities respectively. Shanghai is even more playful. It launched a missing object notice offering a reward for a lost watch worth 10.98 million yuan in exchange for a house worth 24.53 million yuan. This was later confirmed to be a marketing campaign to sell houses.

Now that the end of the year is approaching, many developers are also going all out to “promote”. For example, Jianfa Yangyun in Guangxi will give away an LV bag worth 100,000 yuan when buying a designated house. The project launches with a down payment of one yuan...

As for developers’ fancy promotions, Yan Yuejin, research director of the Think Tank Center of E-House Research Institute, believes that some second-tier cities still have great pressure to destock, and such pressure will inevitably make real estate companies’ projects There will also be fancy ways of destocking.