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text/photo by yangcheng evening news omnimedia reporter fan hanyue

with the concentrated release of demand brought by the "528 new policy", the recovery of guangzhou's property market came to an end in the third quarter of this year. from july to august, guangzhou's first-hand residential transaction data continued to decline. according to the data from the china index academy, guangzhou's first-hand housing transaction in august was 4,378 units, which was only higher than february during the spring festival holiday. in response, many developers have placed their bets on the traditional marketing peak season of september and october, focusing on opening and promoting new products, and launching marketing activities in combination.

yangcheng evening news omnimedia reporters visited and found that during the mid-autumn festival, many first-hand projects concentrated on increasing prices through the forms of worker-backed housing and group purchases, and the unit price of some projects has reached the lowest level this year; in addition, there are also new projects that attracted more than 100 subscriptions on the opening day with an average price that is almost the same as that of second-hand houses in the same area. however, a considerable number of buyers are still anxious and are more concerned about delivery quality and price fluctuations.

the number of shares raised in a single day exceeded 100

some projects have added new apartment types twice

on september 15, the new project poly ya county located in the guanggang new city section was officially opened. the project site poster shows that the number of visits reported by shell reached five figures before the opening day. yangcheng evening news all-media reporters visited and learned that on the morning of september 15 alone, all the units with a construction area of ​​about 69 square meters in building 2, which were first released by the project, were reserved and locked, and only two additional units with the same area in building 1 could be released. according to the on-site sales staff, the opening of this project is different from the model of other previous projects. when reserving funds, customers can lock in the house in advance with a deposit of 20,000 yuan, instead of the previous lottery form, which is more certain. shell's marketing poster shows that the project collected more than 100 shares on the first day.

an agent who brought guests to the project told reporters that on the day the project was opened, the minimum total price of the smallest apartment with a construction area of ​​about 69 square meters was about 2.9 million yuan. on the 17th, the project site sales staff reported to reporters that the total price of the same-sized mid-floor unit was 3.2 million yuan, equivalent to a unit price of 43,000 yuan/square meter to 44,000 yuan/square meter. according to data from the shell housing search platform, in august this year, the average transaction price of the guanggang new city section was 40,400 yuan, and the average transaction price within a year was 44,700 yuan/square meter. in addition, due to the long development time of guanggang new city, the living atmosphere is strong, and the supporting facilities are already mature, there are many buyers who continue to pay attention. as the newest first-hand project in the region, poly yajun has strong competitiveness in the sector in terms of utilization rate and apartment design, and can siphon the demand of the entire sector.

buyer anxiety remains

focus on delivery quality price fluctuations

"to be honest, we don't dare to buy pre-sale properties now. on the one hand, there are uncertainties; on the other hand, we have to pay rent while paying the mortgage, which is quite stressful." at the zhonghai jiangtai li project in haizhu district, mr. lin, a visiting customer, said that he currently prefers to buy ready-made properties or nearly ready-made properties that are about to be sold. the zhonghai jiangtai li project in haizhu district is expected to be delivered at the end of 2024. during the mid-autumn festival, the project has joined forces with many companies to carry out group buying activities. it is reported that the project's sales exceeded 100 million yuan in the two days before the mid-autumn festival.

"the price is indeed acceptable. the average price given on site for this 105-square-meter apartment is 54,000 yuan per square meter, but i am also worried that the price will drop further." mr. xiong, who is interested in buying a house in a project in haizhu west, told reporters. the project was launched on the market relatively early, and the unit price was once as high as 70,000 yuan per square meter. the developer is speeding up the sales progress, and the price reduction has been significant in recent times. therefore, although the current price is attractive enough, some buyers are still hesitant to make a move.

in fact, with the market weak in the first two months of the third quarter, developers' marketing activities of trading price for volume were quite common during the mid-autumn festival. yuexiu tianhe heyue mansion sold three units in a row on the first day with a special price of 60,000 yuan/㎡, and poly china merchants huafa central mansion launched a batch of units at the opening price, and xiaomi su7 cars can be given away for mid-autumn festival transactions, which can also be converted into subsidies to offset the house price. in addition to the central urban area, many projects such as hesheng central city and times tianyun in huangpu district, and xinghe shengshi jincheng and xinghuan tod in panyu district have launched a small number of special units in the form of limited units and special sessions for workers to buy houses, and recorded multiple transactions during the mid-autumn festival.

in response to the anxiety of homebuyers about price cuts, some developers are now once again using the "price guarantee" marketing method. take the newly launched poly ya county as an example. if homebuyers choose a price-guaranteed house, the developer promises that the price will be the lowest price of the year, and they can enjoy worry-free exchange if they buy at a higher price. however, the "price guarantee" marketing did not appear in the market only during the mid-autumn festival. earlier this year, projects in tianhe district and huadu district successively launched "price guarantee" services of varying durations. but at a time when homebuyers are paying more and more attention to visible quality, developers need to take more measures to clarify the delivery quality so that homebuyers can rest assured about their future lives.