The “May 1st” holiday is more than halfway through, but there are few large-scale and large-scale promotions such as “buy it now” and “special room” in various real estate projects in Shenzhen.
However, it is worth noting that, as an important channel for acquiring customers in the new housing market, the size of Shenzhen Intermediaries have launched activities such as “No closing on May 1st”, “Free shuttle bus to the door to pick up the house”, “Recommended discounted houses” and other activities 。
Zhao Yin, a real estate consultant in Shenzhen who specially chose to open the sale during the “May 1st” holiday, has been busy with housing listings during the holiday. In addition, due to the impact of the epidemic this year, it is recommended to stay away from Shenzhen and other policies, some citizens have added the check-in point of the sales office on the city travel route during the holidays.
The sales office of a real estate in Shenzhen Photo source: Photo by reporter Zhen Sujing
There are real estates actively reducing the record price
For Zhao Yin, this year’s “May Day” holiday is very busy.
Zhao Yin’s real estate obtained the pre-sale certificate at the end of April and announced the sales plan. According to the company’s arrangement, the preliminary formal recognition and information review need to be completed before the holiday. Substantial transaction procedures, etc., must be completed during the “May Day” holiday.
In fact, more than half a month before the pre-sale approval, Zhao Yin’s real estate was vigorously promoted through various forms such as major advertising booths, subway advertising spaces, and self-media promotion, and Zhao Yin also joined various new housing groups by joining , media groups and other channels are looking for potential customers.
Under the effect of advertising, before the “May 1st” holiday, Zhao Yin had already started to receive buyers who came to understand the situation, which also accumulated a source of customers for his follow-up promotion.
On May 1, after the online room selection process ended, there were still some large-scale houses that could not be sold. Zhao Yin once again sorted out the list of prospective customers who had seen houses before but did not subscribe this time. Call these customers directly, tell them the latest housing selection situation on the day of the project, and ask them about their recent housing purchase intentions and plans.
Not all such calls are smooth or effective. According to Zhao Yin, some customers with higher points and better qualifications said that they would have to wait for other real estate projects to open, and they would pay attention to their projects in the future, but would not consider buying them for the time being.
A building under construction in Shenzhen Photo source: Photo by reporter Zhen Sujing
However, Zhao Yin did not give up easily because of the refusal of these clients. After all, compared with the previous market environment where new listings were sold out immediately, today’s property consultants and intermediary brokers need to work harder. Shortly after going to work this morning (May 2), Zhao Yin re-edited the latest real estate information and project introductions and sent them to customers.
Compared with Zhao Yin, who is still in the busy working stage of the new opening, Liu Yu, who works in the sales office of a real estate in Dapeng New District, Shenzhen, has a much easier job at this stage, and only needs to wait for the door-to-door customer to explain the project to him.
On the first day of the “May 1st” holiday (April 30), a reporter from “Daily Economic News” saw at the sales office of the project that in addition to the developer’s real estate consultant’s work area, the lobby on the first floor also provided services for various buildings. The three-party intermediary channel has specially set up office areas.
Unlike other real estate projects, where the third-party intermediary brings prospective clients and directly hand them over to the staff of the developer for reception, the reporter saw at the scene that the resident intermediary of this project needs to be responsible for reception, explanation and preparation of property purchase plans for clients. When there is no reception work, several intermediary staff gather at the door of the sales office to chat.
In fact, sales of the project have not been as good as expected since it opened in August last year. According to the on-site real estate consultant, The project has only sold less than 100 houses within 8 months of its launch. In late April this year, the real estate also applied for a lower record price. The unit price of the most expensive unit has also dropped from 35,000 yuan/square meter to about 30,000 yuan/square meter. Meter which is also a rare real estate project in Shenzhen that has voluntarily lowered the record price in recent years.
However, the sharp price cuts did not bring more contract customers. The reporter saw at the project site that day, only a few customers came to consult. According to the real estate consultant, among the clients who came to consult during the holidays, some came with their families, and some parents came with their children, but most of them were family units for vacation and play in the surrounding areas.
Developers speed up the rhythm of pushing
After the Shenzhen property market bottomed out and hovered at a low level for many months, entering April, news such as “reference price adjustment” and “relaxation of purchase restrictions” have been reported from time to time in the market. Especially after the resumption of work and production in Shenzhen, with the slight increase in the amount of intermediary belts in the short term, The sentiment of many parties to warm the property market is high 。
According to data from Shenzhen Zhongyuan Research Center, as of April 27, A total of 4,773 commercial housing units were signed in Shenzhen’s new housing market, up 33.1% from the previous month . Among them, 2,714 units were registered online, down 5.1% month-on-month; 484 units were signed online for luxury properties, down 52.1% month-on-month; 632 sets of commercial apartments were signed online, up 324.2% month-on-month 。
In terms of second-hand housing, according to the statistics of Shenzhen Real Estate Intermediaries Association, the transaction volume of Shenzhen market has continued to rise since April. In the third week of April, the transaction volume of new and second-hand houses both showed an upward trend, especially the second-hand housing transaction volume in Futian, Nanshan and Baoan. , an increase of nearly 100% month-on-month. In the first three weeks of April, the transaction volume of second-hand housing in Shenzhen has exceeded 1,300 units. The Shenzhen Real Estate Association estimated at the time that the second-hand housing transaction volume in April may exceed 2,000 units.
However, judging from the latest April transaction data released by Shenzhen Housing and Urban-rural Development Bureau on May 2, In April, the second-hand commercial housing transaction in Shenzhen reached 205,000 square meters (2,207 units), down 0.67% year-on-year. ; Among them, the transaction volume of second-hand commercial residential buildings was 176,300 square meters (1,860 sets), a year-on-year decrease of 0.69%. The second-hand residential transaction volume failed to break the 2,000-unit mark in the end.
Regarding the recent intensive loosening of the property market in many places and the trend of the Shenzhen property market in the future, He Ling, Marketing President of Leyoujia, publicly wrote an analysis at the end of April, saying that the frequent policy blows are mainly concentrated in the third- and fourth-tier cities, the second-tier cities are moderately relaxed, and the first-tier cities are moderately relaxed. Under the complex influence of multiple factors, cities are basically “unmoved”, but there are also control ideas for city-specific policies.
He Ling believes that the follow-up Shenzhen does not rule out normal adjustments in policies or marginal slack, which is helpful to the release of the current excessively suppressed demand. I believe that there will be considerations in terms of just buying a house and meeting the needs of new citizens to buy a house. Market ‘recovery’ expected by mid-year 。
In fact, Shenzhen developers have already accelerated the pace of new projects entering the market in May. According to the statistics of Shenzhen Zhongyuan Research Center, a total of 18 real estate projects in Shenzhen are planned to enter the market in May. Among them, Futian District and Baoan District have become major suppliers, and 4 residential buildings are planned to be put on sale in May, followed by Guangming District and Longgang District.
(At the request of the interviewee, Zhao Yin and Liu Yu are pseudonyms in the text)
