Entering April, the single-day transaction volume of second-hand houses in Hangzhou almost stabilized at 300 units+, and the highest day reached 421 units.
Is the market hot? Real fire, but the kind of fire that the seller "cuts flesh and bleeds".
Buying a house at hand shows that the average transaction price of second-hand houses this month was 28,475 yuan/㎡, a decrease of nearly 7% from the previous month.
However, the grievances of second-hand houses can not be accepted by new houses.
Recently, a number of real estate projects have issued early warnings of price increases or retracted discounts, but most of them are covered up by the mouth of distribution intermediaries, only Fuyang's Shanshui Yongcui Villa does not take the usual road, and is stamped with the official seal of the sales department "price increase notice" sent to the cusp.
01
Is it the old routine of raising prices first and then recovering discounts? Or is it the developer's pure "head iron" and wants to engage in a wave of hunger marketing?
In line with the principle of "asking if it is first, and then asking why", Phoenix.com consulted the project site and distribution intermediaries.
The common answer is that the notice is indeed official, and the price increase is true.
However, the sales and agent A of the case site said that since the opening of the project, none of the houses have been discounted until the third phase of the townhouse is sold, and they are all fixed prices, and there is no room for negotiation.
Another agent, B, guided me to the site for a detailed discussion when I asked "is there a discount".
It seems that it is difficult to say whether it is a marketing method, but the price is indeed going to rise.
However, the price increase is not only Yongcui Courtyard in Hangzhou, Fuyang Jinhui Mansion raised the price in disguise as early as the end of last year by recycling discounts.
The project is located in the core of Fuchun, and the record price of the blank is about 23,000 yuan/㎡, which was once reduced to 19,000 yuan/㎡. However, with the acceleration of the sales progress, the 142 square meters of Jinhui Mansion increased by about 300 yuan per square meter in the later period, and the 131 square meters increased by 1,000 yuan per square meter.
A real estate project in the urban area issued a "parking space price increase warning", but after careful investigation, it was found that the purchase of the second parking space before the agreed date could be discounted by 150,000 yuan/piece, and then it could only be discounted by 80,000 yuan/piece.
70,000 cheaper ≈ 70,000 cheaper, it doesn't seem like there's any problem, but it doesn't seem right......
In fact, this kind of phenomenon of price increase or recovering discounts is also one of the routine operations in the property market. Since the beginning of last year, a number of projects in Lin'an, Donghu New Town, and Xiaoshan South have launched the activity of "making a decision before the middle of the month, giving a 9% discount to the parking space".
However, even after the deadline, the other party will say "apply for a discount from the leader again", and it will not be long before "congratulations, the application is successful".
Therefore, to a certain extent, whether the price increase can really be successful depends on whether the de-escalation effect is good during the activity period.
02
Other real estate (in disguise) has risen in a secret, why can Yongcui Villa be frank?
From the perspective of the fundamentals of the new housing market, we can not ignore the power of this round of small spring, in March, new houses, second-hand houses rose sharply month-on-month, especially new houses, the transaction volume increased by 280% month-on-month, and the average transaction price rose nearly 7% month-on-month.
Although compared with the same period last year, the data has not yet rebounded, but the confidence of the property market is more important than gold, with a local rebound momentum, there is no need to worry about the market plummeting, this is also the right time to issue a "price increase notice".
In terms of the conditions of the project itself, the plot ratio of 1.01, the urban location next to the wildlife park and only 2km away from Yinhu Station, and the planning of a large number of townhouse products. There is a certain scarcity in the Hangzhou market, so it is natural to get out of different markets.
Renderings of Yongcui Courtyard
The winning rate of Yongcui Courtyard is about 86%, which is a clear stream in the generally volatile Fuyang market. The removal rate of the first two openings was also 80% and 60% respectively, which is quite considerable in the low-density market.
The project sales also said that the Yongcui Villa is not selling fast, but it has been decreasing, and as of today, almost 10 sets have been set in April.
The launch of the price increase plan at this time is nothing more than forcing a handful of indecisive customers and potential purchasing power, after all, "taking advantage" and "buying up but not buying down" are the general psychology of the public.
03
Compared with the naked price increase of Yongcui Courtyard, some real estate projects that have been hidden in the market for a long time have quietly raised the price to the level of "unaffordable".
At the beginning of the year, Dajiang Star took out the last 4 buildings that had been hidden for 6 years, with an average price of 23,638 yuan/㎡, which was almost the same as the current hardcover price of the real estate in the core area of Dajiangdong (21,300 yuan/㎡), and about 10,000 yuan/㎡ more expensive than the gold and Zhuang that the blank opened 5 years ago.
The average price is 128,000 yuan, and the highest unit price is nearly 160,000 yuan/㎡. Previously, the record price of Jianghehui Mansion Fengqiqian Chaohe Courtyard was only 118,000 yuan/㎡.
Ideal for the best real picture
In fact, the price limit for new homes is also rising in a warm boiled frog style. For example, Hangzhou has lifted the price limit for new homes in many sectors outside the main city, giving the pricing power to the market and further liberalizing the room for price increases.
In the main urban area with an iron plate, the price limit has also been slightly loosened.
For example, the JG1405-19 and JG1405-20 plots of Sibao and Qibao units, which will be sold on April 16, are all limited to 50,000 yuan/㎡+ in the area east of Liubao, and the price has not risen on the surface. However, in terms of subdivision, Jiangyue Wangyun and Tianlan Meijing, which have first-line river views, have a price limit of 53,000 yuan/㎡ and 51,000 yuan/㎡ respectively.
The plot does not have the advantage of river view, and the north side is closer to Genshan East Road, and the east side is closer to Jiubao, but the price limit is 52,000 yuan/㎡.
In the same way, the 37,500 yuan/㎡ Yunqi Zhijiang anchored the high-rise price limit in the core area of Zhijiang, and the sister plot of Zhijiang listed this time is located to the east and south of the Rainbow Expressway, although it is not excluded that the high area has the advantage of river view, but the straight-line distance from the core area is more than 1km, and the price of Yuzhou Binzhijiang in the northwest corner of the plot is less than 30,000 yuan/㎡ when it is opened.
04
However, there is no need to worry about price increases becoming a trend.
First, from a macro perspective, although "the market is not warm, the rescue is not stopped", but the three stable goals of "stabilizing land prices, housing prices, and expectations" have not changed.
As the most flexible, rigorous and stable city in policymaking, Hangzhou's regulatory style is not destined to be too aggressive.
Second, from the perspective of the Hangzhou market, there is probably only one Yongcui Villa in the current real "price increase" real estate, and as for other "cancellation discounts", it has long been a marketing method that was tired of playing ten years ago.
Third, from the perspective of the rate of new housing, except for a small number of hot plates and hot real estate in the main urban area, the decentralization situation of most projects is still not optimistic, and there is still a long way to go from hot spots to patchy recovery.
And, don't forget the ever-increasing number of listings of second-hand homes, as well as a steady stream of new plots. They are all direct competitors to the sale of new homes in the future.
Therefore, there is no need to be anxious about individual cases.
Editor-in-charge/Yin Jing
Co-ordinator/Emperor Producer/Bu Shanshan