A direct look at the May Day property market: hot projects will return to pre-epidemic levels

With the lowering of the epidemic prevention and control level and the mutual recognition of health codes in Beijing, Tianjin and Hebei, the demand for new home purchases, which has been suspended for a quarter, has begun to enter a period of concentrated release. A reporter from Beijing Business Daily visited and investigated during the May Day holiday and found that in order to seize the only two months left in the first half of the year, developers’ promotional policies have begun. The reception volume at the sales offices of some hot projects has returned to pre-epidemic levels, and even Re-create the situation of “one belt with many”.

"One Belt and More" reappears in the core sector of real estate projects, receiving hundreds of people a day

From the reporter's current round of visits, in some popular areas and sectors of the urgently needed real estate, case clients visited The sales volume has increased significantly. Among them, in addition to the pure needs of those who had long planned to buy a house but were delayed due to the epidemic, there are also many onlookers who "joined in the fun" and began to understand the market after the lifting of the ban.

“Since the first day of the May Day holiday, the number of house-viewing customers has increased exponentially. I can only have one meal a day and have no time to rest at all.” At the sales office of a certain project in Shijingshan, Salesperson Zhang Tao (pseudonym) revealed that during the short holiday period, there were more than 200 house viewing customers every day, and basically he could sign more than 20 houses a day with a minimum guarantee.

The reporter learned from the above-mentioned sales office that first-time buyers are still the main buyers of property during the May Day holiday, and small apartments with 78 and 88 square meters are particularly popular. According to Zhang Tao, small-family houses have been “shipping out” the fastest these days. Almost all of them have been purchased, and only low-floor and top-floor houses are still available. "Many customers paid a deposit on the spot after roughly understanding the project information."

Due to the large number of visiting customers, it is common for sales staff to visit model rooms and explain project housing information "all over the country". Affected by the lively consultation atmosphere at the case site, the salesperson's attitude also changed from usual. Reporters noticed in several real estate projects that in the process of a salesperson visiting three or four groups of customers, only those who showed obvious intention to buy a house would be "taken care of", while those customers who had concerns and expressed their intention to postpone the purchase of a house would be given special attention. , belongs to "auditor".

"Can I book a room today? Can the down payment be paid within a week? If you have any other questions, you can go back to your family to discuss it." The tenants didn't care at all about the salesperson's "soul torture" , spontaneously organized a small team, and began to introduce each other's house viewing experience and share their house viewing experiences.

The enthusiasm for house viewing among those who just need to buy a house has also "spread" to projects that have not yet been launched in Shijingshan District. Taking the Chang'an Yunshang project as an example, a reporter from Beijing Business Daily did a rough count on the day of the viewing. There were more than 40 viewing customers in the signing area and sand table on the first floor alone, and more customers came in one after another. The model room on the second floor It is even more necessary to visit in batches.

"Although it is still in the card arranging stage, the negotiation area here is full in the morning." The salesperson of Changan Yunshang project said that the afternoon was a little better, and in the morning it could be said that "I am too busy to do it" Open business."

In addition to the Shijingshan area where sales are booming, Daxing Pangezhuang real estate located outside the South Sixth Ring Road also ushered in a wave of "small climax of viewings" during the May Day holiday.

In time for the opening of the sales office of the Heyue Chunfeng project on May 1, the sales staff at the sales office have been working overtime for several days to visit customers. On-site sales staff said that from May 1st to 4th, nearly a hundred groups of customers visited every day, and each salesperson received an average of ten groups of customers per day. According to reports, the Heyue Chunfeng project, which had just received its pre-sale certificate, had already accumulated more than 300 groups of customers three days before the May Day holiday.

In addition to the high popularity of the newly launched projects, the Zhonghai Yunzhu project, which is also located in the Pangezhuang area and has few small apartments left, has also attracted a group of home buyers who are just in need. Sales staff at the project site said that the number of customer visits to the project site has increased significantly at this stage. Judging from the recently signed houses, the transaction cycle has also been shortened.

The developer has a variety of promotions, and everyone is polite when visiting and signing contracts

In line with the rising popularity of the sales office, the developer launched a series of various promotions during the May Day holiday The preferential activities are more eye-catching than in previous years, including organizing customer outings, live streaming of house sales, one-price houses, special-price houses, golden eggs when booking a house, etc. Some companies even launched a spree of 10-year parking space rights.

In Beijing, Tianheng Group launched the “May Day House Rushing Festival” long before the May Day holiday, shouting the slogan “Tianheng offers 7 huge discounts, as low as 10% off”; North China Xuhui has provided 4 projects in Beijing with "good gifts for visiting", "five gifts for home purchase" and discounts of home appliances for closing the transaction; Gemdale Beijing has linked 8 projects to launch the "Healthy and Good House Selection Season" In addition to bargain-hunting "star houses" at special prices, gifts for viewing and closing, the event also gives home buyers a promise to "buy with confidence and return at will"... As a Beijing-area area that handles Beijing's overflow housing demand, There are also many real estate promotion activities carried out during the May Day holiday this year. A number of real estate companies with plans around Beijing have stepped up the promotion of their projects.

In addition to focusing on "gift incentives" for home buyers to visit and consult on-site, online home purchase platforms and the issuance of home purchase coupons were also more fully utilized during the May Day holiday. For example, in the “Shoukai Renewal Gift” event launched by Shoukai, home buyers can enjoy certain home purchase discounts and receive gifts through the online home purchase platform “Shoukai Meijia”; in Country Garden, a program called “5 Love 5 Homes” In the large-scale live house buying event of "Live Broadcast House Buying Festival", the 5.5 yuan deductible coupon distributed can be used for 5,500 yuan, and there are also millions of red envelopes, online CEO battle bargaining, super large koi and other "Taobao-like" discounts...< /p>

In addition, real estate companies also encourage customers to become national agents through their own mini-programs or apps to recommend relatives and friends to buy houses, and provide referral rewards of varying amounts.

The "May Day promotion craze" of real estate companies and the enthusiasm of home buyers for viewing houses are also reflected in the monitoring data of real estate information publishing platforms. According to data from the 58 Anjuke Real Estate Research Institute, judging from the performance of 58 Anjuke online users in April, the popularity of house hunting nationwide has increased significantly. In April, the popularity of house hunting nationwide increased by 10.9% month-on-month, and the popularity of house hunting in first-tier cities increased by 9.0% month-on-month. %, among which, Beijing’s housing search enthusiasm increased by 12.2% month-on-month in April, which was higher than the overall 10.9% increase in first-tier cities. From May 1st to 3rd, the popularity of online house hunting in Beijing increased by more than 8% compared with the week before the holiday.

Behind the various promotions, developers want to sell more houses and collect more funds. On the one hand, this is to strengthen the safety boundary of business operations, and on the other hand, it is to lock in better properties in advance. Sales position.

Real estate analyst Yan Yuejin pointed out that although the national new home market has recently shown signs of gradual recovery in transaction volume, the short-term shortage of funds for developers has not significantly changed due to the recovery in transaction volume. The debt repayment peak has been compounded by the impact of the epidemic. During the May Day holiday, in order to ease the financial pressure on enterprises, developers appropriately exchanged prices for volume and promoted repayment to help real estate companies tide over the difficulties.

The performance sprint month of real estate companies during the just-needed home purchase window

After lowering the prevention and control level, Beijing’s May 1st property market, with the active entry of the demand side and the intensified promotion of the sales side, There are obvious signs of warming up. On the one hand, there is the "temptation" of discounts and promotions from real estate companies, and on the other hand, there is a loose credit environment. Is it the best choice to enter the market at this time?

In the view of Guo Yi, chief analyst of Heshuo Institution, the current period is a window period for home ownership for customers who are in urgent demand. “At this stage, the competitive-restricted housing projects currently on sale and planned to be launched in Beijing have a relatively high overall cost-effectiveness advantage. On the one hand, the land cost for restricted-competition housing is relatively low when acquiring land, and developers have made certain price concessions; On the one hand, the product quality of limited-competition houses, including the space planning of the units and the standard of fine decoration, is also constantly improving. Although Beijing’s limited-competition houses are still being launched, considering that the supply has gradually decreased, it is not suitable for those who are just in need or newly renovated. For the customer group, it has indeed entered a suitable time to buy houses at a low price.”

In the view of Yang Kewei, deputy general manager of CRIC Research Center, there are three reasons for the rapid recovery of Beijing’s property market. Aspect factors: First, Beijing's rigid demand and improving demand are still strong. Potential homebuyers who have been backlogged during the epidemic are actively entering the market, and the real estate market has finally ushered in a rare sales window. Secondly, the liquidity of the inter-bank market has improved significantly, the credit volume of the mortgage business has steadily rebounded, and the pace of lending has accelerated significantly. Thirdly, during the current sales window period, real estate companies have stepped up supply and harvest performance, discounted and reduced prices on some projects, and implemented strong promotions.

In fact, as the last peak season for the real estate market in the first half of the year, May has always been the golden period for developers to launch projects. It has long been a routine action for real estate companies to step up the promotion of projects and launch new properties.

However, with the epidemic disrupting the sales pace this year, the significance of May as a key month for real estate companies to sprint for the first half of the year has obviously become more important.

Beijing Business Daily reporter learned that since April, many new projects have been launched at an accelerated pace around May Day. According to other data, from May 1st to May 31st, more than 10 real estate projects are expected to enter the market in Beijing, with projects mainly concentrated in Shijingshan, Chaoyang, Daxing and other areas. During the May Day period, the official website of the Beijing Housing and Urban-Rural Development Commission released 5 pre-sale certificates. The 5 properties are located in Daxing, Changping, Mentougou, Miyun, and Pinggu. All of them are old properties and new ones.

As the trend of the epidemic becomes clearer, new sales in Beijing are expected to increase in volume. According to incomplete statistics, in the second quarter of 2020, 19 projects in 8 regions in Beijing have plans to open.

In Guo Yi’s view, accelerating the pace of market launches and supplementing them with various forms of special property promotions are a way for real estate companies to prepare for the upcoming “performance test” and at the same time, they are also preparing for the launch of properties in advance. This can lay a certain foundation for sales in the second half of the year.

Based on the recent May Day promotions of real estate companies, Zhang Bo, the branch director of 58 Anjuke Real Estate Research Institute, summed up three major characteristics. First, real estate companies as a whole pay full attention to the market in May. Many real estate companies have accelerated the pace of market supply before the holiday, with the intention of accelerating supply through May to fill the sales gap in the first quarter. The willingness is very strong. Second, users' interest in online house hunting has increased significantly, and the market's response has exceeded real estate companies' expectations. Some hot-selling projects have significantly reduced their promotional efforts during the holiday season.

In addition, Zhang Bo also pointed out that improving market demand and newly qualified groups are the main buyers in the near future. Judging from the transactions in first-tier cities, transactions of small three-bedroom apartments with low total prices in core areas have appeared. Volume has increased significantly, with small apartments in remote suburban areas and old communities in core areas also experiencing hot sales and transaction volumes increasing to varying degrees. This is particularly evident in the markets in Beijing and Shanghai.

(The original title is: "A direct look at Beijing's May Day new housing market: discounts are implemented and hot projects are restored to pre-epidemic levels")