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at the end of the "golden nine" period, the central bank timely launched a package of property market support policies including reducing down payment ratios and adjusting existing mortgage interest rates, which brought significant signs of recovery to the market. the positive effects of the new deal were quickly apparent, and the property market's popularity increased significantly. a reporter from beijing business daily visited several beijing project properties and learned that developers are actively adjusting their strategies and are expected to launch a variety of preferential policies for home purchases. especially before the implementation of the new policy, in order to retain effective customers and dispel concerns, a package of measures such as price guarantees was introduced. many marketing leaders bluntly said that if the new policy can be implemented, this "national day" will become a long holiday that changes the marketing nodes of real estate companies. some projects predict that their number of visits will exceed 500 groups. it’s the first time during the long holiday that the property market is looking forward to it so much.

"already 15 groups of customers have made appointments to view houses during the holidays."

long holidays such as the spring festival and national day are generally the "off season" for real estate sales, but this year's upcoming national day is different. because of the package of financial policies and the statement that "the real estate market has stopped falling and stabilized," real estate companies have front-line marketers have high hopes: market confidence is quietly picking up, driven by the continued catalysis of multiple favorable policies and the new pattern of global capital flows triggered by the federal reserve's interest rate cuts, bringing more vitality to the property market.

zhai xiaohu, project marketing manager of china construction jiuyue mansion, admitted that during the past national day holidays, people were more inclined to spend quality time with their families or travel, enjoying the leisure and comfort of life, rather than being busy looking at houses and buying houses. this "dislocation" compared with the "big promotions" and hot sales of other consumer formats makes the property market appear relatively deserted during this period, and the transaction volume is often lower than that of other marketing nodes. but this year's "national day", zhai xiaohu believes that it may become a "national day" that changes the marketing node of real estate companies.

zhai xiaohu said that the central bank issued a package of policies before the national day, which will have a very positive impact on the market, especially for customers who have the need to buy a house but are hesitant. for example, for a house type of 5 million yuan in china construction jiuyue mansion, is the down payment calculated according to the new policy? it only costs 750,000 yuan, which also means that more customers will have the opportunity to buy a house within the fifth ring road. in zhai xiaohu’s impression, buying a house within the fifth ring road for less than 1 million yuan was something that happened before 2018.

compared with immediate needs, the reduction in the down payment ratio for second homes has also directly affected customers who previously had insufficient start-up funds. li jing, the sales manager of yihe mansion, believes that the policy adjustment will help customers who previously needed to rely on house sales to achieve their needs such as improving the area, environment, and quality. as long as they have the funds on hand to pay the down payment, house sales can there is no urgency, or adding a new property on top of the house not being sold.

"we can use the least amount of funds to leverage larger underlying assets to meet replacement needs." li jing elaborated on the actual benefits brought by the new policy to a beijing business daily reporter, taking a house with a total price of 5 million yuan as an example. , based on the down payment ratio of 25% before the policy adjustment, home buyers need to pay a down payment of up to 1.25 million yuan. however, as the down payment ratio is reduced to 15%, the start-up capital will also be reduced to 750,000 yuan. this makes the start-up capital insufficient. and the shelved desire to buy a house has been rekindled.

guo yi, chief analyst of heshuo institution, believes that the central bank released a policy "big gift package" on september 24, fully considering that the holidays are the best time to boost consumption, and giving local governments time to implement the policies. if the policy is " if it is implemented before the national day holiday, it can have a great boost to the overall economy, including the real estate market, during the national day holiday.

li ang, the head of beijing's largest agency, also revealed to a reporter from beijing business daily that during this "national day" holiday, all projects under his company's agency will cancel vacations, cooperate with customers in reception work, and make every effort to welcome different marketing nodes.

the number of visitors is expected to exceed 500 groups

driven by policy dividends, the real estate sales field is full of expectations for the upcoming national day golden week, and sales managers have generally raised their estimates of the number of property visits. according to feedback from many popular real estate projects visited by beijing business daily reporters, the number of holiday visits is expected to double this year, and market activity will increase significantly.

sales managers of residential projects such as china construction jiuyue mansion, yuanxi, yujingxing city yuanqi and yihe mansion are all optimistic. they all believe that the number of visits during the national day will easily exceed the doubling growth rate threshold. based on the recent due to the surge in inquiries after the release of the central bank's policy, the actual number of visits is likely to far exceed this forecast.

sun tao, sales manager of poly jingshan hexu, also gave a positive prediction. he expected that the number of visits during the national day holiday would exceed 500 groups.

part of sun tao’s optimism about the new home market during the national day holiday is based on his many years of experience in the industry, and more importantly, the statistical data on the number of people who made appointments to view houses before the national day holiday. "after the policy was released, more than 20 groups of customers have made appointments with real estate consultants to view houses during the national day holiday." sun tao believes that the adjustment of the reserve ratio not only boosted the stock market and enhanced people's confidence in wealth, but also indirectly it has promoted the improvement of financial liquidity of home buyers and effectively stimulated the purchasing power of the market. in addition, policy adjustments have also greatly enhanced the confidence of home buyers, especially those potential buyers who already have funds and a wait-and-see attitude.

regarding the specific visit forecast, sun tao further predicted that the average daily visit volume during the "national day" holiday will fluctuate between 50 and 80 groups, and the cumulative number of visits during the entire holiday is expected to reach 500 groups, even taking into account the possible number of visits in the first half of the holiday. the existing travel peak is conservatively estimated to be no less than 300 groups. compared with about 150-200 groups of visitors per week in september, this increase can reach up to more than 150%.

yan yuejin, deputy director of e-house research institute, shares the same view as front-line sales staff. yan yuejin said that the meeting held by the political bureau of the cpc central committee on september 26 pointed out that in order to promote the real estate market to stop falling and stabilize, the construction of commercial housing must strictly control the increase, optimize the stock, improve the quality, and increase the loan supply for "white list" projects. strengthen efforts to support the revitalization of idle land. he said that for home buyers, the policy provides a relatively safe window to enter the market. during the upcoming national day holiday, the real estate market may usher in a significant wave of home buying boom.

come up with the most sincere promotions

in order to seize the opportunity to buy houses during the upcoming national day golden week, major real estate projects are planning a series of limited-time special offers to attract and retain potential customers and promote the growth of contract signings. for high-quality real estate projects that are ready for development, we will accelerate the implementation of various preferential policies and strive to achieve breakthrough progress in the number of contract signings during the national day holiday.

wang mu, head of marketing at yujingxingcheng yuanqi, said that during the national day, customers who make a transaction will be given a gift package of home appliances, including curtains, sofas and beds. according to a reporter from beijing business daily, during this national day holiday, yujing xingcheng yuanqi is not the only real estate project to be promoted through gift packages. jiuyue mansion has also prepared visiting gifts and subscriptions for buyers who visit the project. zhai xiaohu said that in addition to gift packages, some property fee discounts will be given to customers who are expected to complete transactions, and some houses will be sold at a fixed price.

in the face of fierce market competition, real estate projects, on the basis of attracting customers to visit, pay more attention to how to promote contract signing and conversion through strategic means. a reporter from beijing business daily found that in order to dispel home buyers’ concerns about future price fluctuations, some projects are actively preparing to sign price guarantee agreements.

li chang, the person in charge of marketing for a real estate project in daxing district, beijing, revealed to a beijing business daily reporter that the project is actively preparing to launch price-guaranteed agreements for some buyers who are sensitive to price fluctuations. the agreement will clarify the pricing cycle and compensation mechanism to ensure that within the agreed time, if the price of the same type of housing is reduced, the home buyer will enjoy the rights such as price difference compensation or housing exchange, effectively locking in the interests of the home buyer, and also ensuring that the previous transactions have been completed. the owner plays a responsible role.

regarding this change, xie yifeng, president of the china urban real estate research institute, believes that the introduction of price guarantee agreements in real estate has become an important means to stabilize the expectations of home buyers. this move not only enhances home buyers' confidence in rising housing prices, but also reflects developers' positive attitude and emphasis on the future property market. price guarantee agreements are expected to become a common measure in real estate marketing strategies. by providing buyers with a certain price guarantee, they will further promote sales while maintaining the stability and healthy development of the market.

including the above-mentioned marketing leaders and industry analysts, they also called for the corresponding optimization policies to be implemented as soon as possible, so that the highly anticipated "national day" holiday can truly realize the role of "changing the marketing nodes of real estate companies" and "bearing the first wave of demand release".

beijing business daily reporter wang yinhao and li han