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securities times reporter wu jiaming

in recent times, the two major "topics" of the stock market and the property market have continued to be hot.

thanks to a combination of multiple positive factors, the a-share market finally experienced a continuous rise. at this time, the real estate market is not far behind. under such circumstances, some real estate companies also want to "catch up on the popularity." a poster circulating in the market shows that a project in nanjing has launched a "buy a house and get stocks free" activity, with up to 200,000 yuan in stock funds. owners can buy stocks based on their own experience, and the stock principal is provided by project subsidies.

according to the reporter's understanding, although the event has ended, in the eyes of some home buyers, this is actually equivalent to a discount of 200,000 yuan on the purchase price. it was made so complicated just to take advantage of the recent boom in the stock market.

in the past, real estate companies used complex and diverse marketing methods to seize traffic, and constantly updated them. for example, "garlic house exchange" was followed by "watermelon house exchange", and there were also posters with the same style as "sauce latte". since the beginning of this year, the gold market has also been very "hot". the reporter also found that many real estate companies have launched "buy a house and get gold for free" activities, which is actually equivalent to providing some discounts. the reporter randomly interviewed several home buyers. everyone said that they felt very fresh, but they had doubts about the authenticity of the promotion. it was sometimes difficult to distinguish whether it was a gimmick or a real discount.

today, the real estate market in many cities has transformed from a high-speed seller's market to a buyer's market under the existing market. at the time of the traditional "golden nine and silver ten" period in the real estate market, coupled with the stimulation of multiple favorable policies in the real estate market, it seems understandable that real estate companies continue to make self-adjustments and innovations while taking advantage of policy adjustments and seize the opportunity to accelerate decontamination.

however, all marketing activities should be based on the win-win principle, which not only brings real benefits to home buyers, but also brings a better demonstration effect to the market to avoid derivative financial risks. moreover, although similar marketing methods such as "buy a house and get stocks for free" and "buy a house and get gold for free" can attract traffic in the short term, can they really be converted into actual sales results? in fact, it is still a question mark.

therefore, the fancy marketing of real estate companies is more like a short-term emergency measure, which should have a "measure", and relevant departments should strengthen supervision.

now, home buyers will find that the quality of many new homes is uneven, and there will be some quality problems during the delivery and subsequent living process, which may even affect the "reputation" of the housing companies themselves. in fact, developers can't just focus on price and marketing. the real solution to accelerating depuration should also return to the essence of real estate, deliver products to customers on time and with guaranteed quality, improve subsequent service quality, and integrate the basic actions of business and management. practice solidly and make products that match the price can generate new value. real price and quality are the "best ways" to stimulate sales.