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after other fancy marketing campaigns such as "house exchange with garlic", "buy a house and get gold", "buy a house and get a flight", another real estate project recently launched "buy a house and get stocks".on september 28, a real estate poster was widely circulated. china merchants shekou nanjing jiangxin yinyuan project launched a "buy a house and get stocks free" campaign, with a maximum of 200,000 yuan in stock funds.

reporters from xiaoxiang morning news and chili pepper finance found out that in recent years, fancy marketing methods for selling houses have emerged one after another, such as "buy a house and get a flight", "watermelon house exchange", "lychee house exchange", "buy a house and get threshed millet" and other activities, which are also frequently out of the circle. for this type of fancy marketing, property market experts also pointed out that it has limited ability to stimulate purchasing power, and marketing involution must be moderately regulated.

the “buy a house and get stocks for free” campaign has been removed from the shelves

expert:it is difficult to achieve the effect that requires large-scale activation

internet transmissionthe poster shows that from now on, owners of jiangxin yinyuan can enjoy the benefits of the stock market. owners can purchase any stock based on their own experience. the principal of the stock is provided by the developer's subsidy. it is easy to trade stocks without capital. the stock income will belong to the customer within 30 days from the date of purchase. however, there is a line of small print on the poster emphasizing that the discount is given in the form of a house price discount and does not overlap with other discounts at the case site.

on september 29, xiaoxiang morning news·jiaojiao finance reporter consulted the sales office of the project. the staff said that there is no such activity at present. in addition, the project’s activity during the national day is to buy a house and give away bmw cars. however, regarding the specific activity content, the staff said he said that no specific details have been released yet. according to the securities times, project sales staff said that the event has ended, but there will be other promotions in the future.

anjuke platform shows,the project is located in the south of jiangxinzhou island, jianye district, nanjing city, at the intersection of meizizhou road and wentai road.the opening date of jiangxin yinyuan is july 25, 2022, and the delivery time is july 30, 2024. the reference price is 41,500 yuan/㎡. currently, there are three types of units on sale: 140㎡, 180㎡ and 230㎡.

li yujia, chief researcher of the housing policy research center of the guangdong provincial institute of urban and rural planning, told xiaoxiang morning news·liaojiao finance reporter that the developer’s movei want to use the marketing model of whims, attracting attention, and gaining traffic to gather visitors and drive demand. among them, there is an obvious price reduction effect, but it is not a direct price reduction, but an indirect price reduction through the gift of high-priced goods/assets.

so, can this approach stimulate demand from home buyers? li yujia told xiaoxiang morning news·jiaojiao finance reporter,it can leverage a small amount of demand, but it is difficult to achieve the effect of activating a large amount of demand. this is consistent with the logic of price reduction promotions. it will worsen market expectations, causing the market to believe that there is still room for price reductions in the future, and will also cause surrounding friends who are originally unwilling to significantly reduce prices to have to follow suit. if you don’t follow, sales will increase, but even if you follow, sales won’t be much better.。

"36 strategies for selling a house" fancy marketing

there are also real estate developers that have launched "garlic house exchange" and "buy a house and get threshed millet for free".

"fancy house selling" is not a new concept.xiaoxiang morning news·pepper financethe reporter searched the official wechat account of china merchants shekou nanjing company and found no content related to the event. however, the content of the public account shows that in august this year, another project of china merchants shekou, china merchants center zhenjing project, launched a "buy a house and get a plane flight" activity. the content showed that when you buy a house, you will receive a private jet gift package worth 200,000 yuan, including pilots. license, 100 hours of flight time (10 hours per year), 5% ownership of private jets.

in addition, in 2022,properties owned by henan jianye groupever launchedtwo marketing posters of "garlic for house" and "wheat for house"，among them, one poster showed words such as "5 yuan/jin", "garlic to exchange for a house" and "garlic is worth the down payment".andin jiangning district, nanjing city, jiangsu province, a property owned by xincheng holdings once launched the "watermelon house exchange", in which watermelons can be purchased for 10 yuan/jin to pay for the house. the purchase limit for each house is 10,000 jins, and the maximum deduction can be 100,000 yuan.

in july 2022, the "litchi house exchange" activity was launched at the jiazeyuan dijing central real estate in zengcheng district, guangzhou city, guangdong province.

in august 2022, a real estate development owned by jinhui group and dingsheng real estate in liangping district, chongqing launched "buy a good house and get threshed millet for free", which means that buying a house can provide free threshing service. nearly 70% of the customers of this project were customers from surrounding towns and villages in liangping district. it is not difficult to see that such preferential home purchase activities are mainly targeted at rural home buyers.

yan yuejin, deputy director of shanghai yiju real estate research institute, pointed out,in the past few years, the real estate marketing circle has launched many advertisements such as "watermelon for house exchange", "buy a house and get pork", "buy a house and take the subway for free", etc., which reflects the anxiety of marketing and attracts people through some relatively novel marketing advertisements. although this type of advertisement does not violate public order and good customs, if it is too large, it loses sincerity, and some public opinion incidents have occurred due to hot searches. regarding the marketing campaign of "buy a house and get a plane flight", if you look at the poster carefully, you can understand this type of marketing as "buy a house and get a flight time", that is, get the service of flying. this explanation is relatively easy to understand.

yan yuejin pointed out that fancy marketing has several important characteristics. first, the frequency has increased significantly, indicating that the pressure to attract customers is increasing; second, there are more and more tricks, but they all rely on some existing resources to make a fuss, such as agricultural products, urban services, cultural tourism consumption, etc. are marketing operations by bundling resources; thirdly, they have generally aroused ridicule from netizens, which shows that the scale of marketing is very large.

if the advertisement does not arouse much public opinion, there is no problem in itself. but if all marketing parties do marketing according to this model, it is actually a manifestation of involution at the marketing level. the real estate marketing industry naturally needs to properly regulate the involution of this type of marketing.

comprehensive report by xiaoxiang morning news·jiaojiao finance reporter chen shixian