"Fifty percent of customers in some projects closed the deal because of the down payment reduction"! The effect of Beijing's new property market policy is evident
2024-08-01
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Thanks to the policy incentives, the project's contract sales volume achieved a significant increase in July, which is traditionally a low sales season.。Kang Wei/From Beijing
Since the implementation of policies such as reducing down payments, lowering interest rates, and "old for new", the Beijing real estate market has become more active.Data from China Index Academy shows that from June 27 to July 23, 4,063 new homes were sold in Beijing, up 47.9% from the daily average from June 1 to June 26, and down 11.4% from the same period last year; 14,323 second-hand homes were sold, up 17.3% from the daily average from June 1 to June 26, and up 52% from the same period last year. In the third week of July (July 15 to July 21), 773 new homes were sold, down 22.9% from the previous week, and 3,562 second-hand homes were sold, basically the same as the previous week.Specifically speaking of the project, Ms. Liu, sales manager of the Gemdale Beijing Yijie District project in Tongzhou District, Beijing, revealed that thanks to policy incentives, the project's contract volume increased significantly in July, the traditional off-season for sales. About half of the customer groups she was responsible for successfully completed the purchase contract due to the optimization and adjustment of the down payment ratio. For example, on July 22 alone, the project team signed contracts for 12 houses. There are very few houses with small units and good locations left.Mr. Li, the sales manager of another project, Vanke Donglu, also said that the number of customer visits to the project has remained stable, but since the implementation of the new policy on June 26, the number of visits has shown an upward trend. In the past four weeks, the average number of customers received on weekends was close to 150, an increase of more than 40% compared with the 90 groups before the implementation of the new policy. Most of the new customers decided to buy houses after the down payment ratio was adjusted. The introduction of the new policy has injected confidence into the market, and customers' wait-and-see attitude has decreased compared with before, and their confidence in the real estate market has increased.Chen Wenjing, director of market research at China Index Academy, believes that the activity of Beijing's real estate market has increased, and coupled with the impact of concentrated online signing at the end of June, the transaction volume of new and second-hand houses in Beijing has increased compared with before the new policy. Among them, the second-hand housing market has also seen a large year-on-year increase under the price-for-volume policy; while the transaction volume of new houses is still down year-on-year, and short-term adjustment pressure is still there.At the same time, the "28 phenomenon" in the current new home market is becoming increasingly obvious. A marketing manager of a developer bluntly stated that the current real estate projects on the market are mainly divided into two categories: one is the highly-watched online celebrity traffic projects, and the other is the relatively ordinary non-online celebrity traffic projects. It is worth noting that the vast majority of transaction cases are concentrated on those online celebrity traffic projects.A marketing person from one of the top 20 real estate companies in the country even said that market competition is fierce and the pace of product updates is accelerating, so much so that he is studying market trends during his rest time.According to online signing data provided by China Index Academy, a total of 372 ordinary commercial housing units were sold in Tongzhou District, Beijing from June 27 to July 28. Among them, the sales of three branded real estate projects, Gemdale Beijing Yijie District, Vanke Donglu and Manyun One, reached 57, 47 and 20 units respectively, accounting for about 33% of the total sales in Tongzhou District.Song Hongwei, research director of Tongce Research Institute, said that the current trend of differentiation in the real estate market will be further intensified, manifested in differentiation between cities, regional differentiation within cities, and differentiation of projects within regions. This means that in the future, leading cities, leading real estate companies and leading projects will have more obvious advantages. At the same time, the trend of improvement-oriented demand dominating the market will be more obvious, and the advantages of projects with improvement characteristics will increase, especially low-density, large-sized, high-quality products will be more competitive.On-duty editor: Su ZhiyongEditor-in-charge: Ma Lin, Wen Hongmei
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