Lead
Favorable real estate policies continue to land, injecting a "stable rebound" into the market. According to CRIC statistics, a number of key monitoring real estate companies released their National Day sales results through the official account, during the National Day, the cumulative transaction volume of Poly Development's national projects was about 26 billion yuan, a year-on-year increase of more than 40%, and the national sales volume of China Merchants Shekou "Golden Autumn Good Home Festival" activity reached 12.5 billion yuan during the National Day, and the national sales amount of Huafa Co., Ltd. exceeded 7 billion yuan during the National Day; During the National Day of China Shipping Tianjin, the total transaction amount of the whole project exceeded 950 million yuan, and the sales volume of Greentown in Central China was 650 million yuan, and the performance completion rate exceeded 165%.
In order to attract the attention of home buyers, major price reductions have frequently made secret moves, and competitive market share through diversified marketing activities. According to CRIC monitoring, real estate companies mainly use special work credits, parking space discounts, costed props, channel discounts and other benefits to boost sales performance.
01
It is mainly in the form of work-to-housing and special housing, which is actually a discount concession
According to CRIC statistics, the recent real estate companies launched the profit-making activities, mainly in the form of work-to-housing and special housing, supplemented by group purchase discounts, such as Beijing Yuexiu Wutong Xingchen National Day launched six sets of special rooms, 2000 to 3000 yuan/square meter cheaper than the normal price, Xuzhou Vanke Kunwu launched the "work to the house from 16xxx yuan/㎡, including 6000 yuan/㎡ high-end hardcover" activities, during the National Day, China Railway completed the capital in the form of limited-time special housing discounts; Poly Development, China Overseas Real Estate, China Merchants Shekou, Vanke and other real estate companies launched group buying activities during the Chongqing National Day Housing Buying Festival, and enjoyed a discount of up to 3% on the basis of the case discount.
At the same time, in order to appease the concerns of buyers about "getting on the car at a high price", many real estate companies have also launched insurance rights and interests activities, such as Poly in Guangdong, Sichuan, Shaanxi and other places and Jinmao Xi'an have launched insurance plans, such as Poly Sichuan launched insurance activities, from the signing of the purchase agreement to the online signing of the record period, the longest period lasts until March next year (after the record is not insured), in the "insurance period" discount range of the decline of the listing, buyers can "high for low", that is, high discount housing for low discount housing.
02
Preferential parking spaces may become the mainstream, and the combined purchase price is more attractive
Judging from the CRIC monitoring situation, parking space discount has become a preferential strategy for many real estate companies. Nationwide, parking space discounts have almost become the standard for real estate marketing purposes, buy a house to send a parking space coupon, RV with the purchase of a discount, buy a house to send a parking space for the main form of parking space discounts, for example, Shanghai's Xiangyu · Jiangwan Yuefu is set to give away parking space coupons during the National Day, Xi'an Merchants · Yunmo to buy a house to send 50,000 parking coupons, RV with the owner of the house price reduced by 150,000 yuan, Kunming Gemdale Summit during the event to raise the top 100 free parking spaces. After the launch of the "September New Push to Buy a House and Send a Parking Space" activity, Zhengzhou Jinqiao Xitang launched the activity of "Newly Launched Buying a House and Giving Parking Spaces in September", with a monthly transaction of 33 units, a year-on-year increase of 38%, ranking TOP19 in the "Subscription Ranking of Commercial Residential Projects in the Main City of Zhengzhou in September".
03
With the blessing of cost props, improve customer conversion rate
Signing gifts are also an important means for real estate companies to improve customer conversion rates, from the perspective of cost props during the National Day, mainly including property/parking space management fees, home appliances/home improvement, tourism funds, parking space use rights, mobile phones, gold and other physical gifts.
Specifically, it is more common to buy a house and send property management fees, parking space management fees or points in the large membership system of real estate enterprises (Dragon Ball, Huidou, Diamond Club points, etc.), such as Poly Sichuan launched the activity of "buying a house and getting 6666 yuan property fee" during the National Day, Xi'an Greentown Begonia Chapter 3 subscribes to a special house and sends a property fee of 8000 yuan a year, and Xiamen C&D Wuyuan carp can participate in Bo cake and have the opportunity to win a one-year right to use the Xiaomi SU7 MAX car or equivalent diamond club points. Household appliances and home decoration are also an important part of the cost props, Kunming Jinjing Fenghui directly sends 100,000 customized home decoration subsidies, Zhengzhou Ocean Wanhe Mansion is "plus 10,000 to send the whole house hard decoration", Xi'an Merchants · Yunmo "customers enjoy the south and north balcony window sealing gift package (worth 8-100,000)". At the same time, real estate companies will also prepare region-limited transaction gifts according to the living habits of local buyers, such as Poly Zhejiang according to the characteristics of Zhejiang home buyers "per capita travel enthusiasts", launched the "National Day Travel" beautiful plan, that is, buy a house to send a luxury customized tour worth up to 80,000, including United Kingdom, Australia, New Zealand to Greece, Iceland, Maldives popular destinations.
04
Channel benefits strengthen online marketing, and live streaming accelerates conversion
Real estate companies use live streaming discounts, old and new discounts, employee discounts and other methods to accelerate the conversion from public domain traffic to private domain of real estate enterprises. According to CRIC statistics, Poly Development, China Overseas Real Estate, China Merchants Shekou and other real estate companies have strengthened online marketing through channel benefits during the National Day, such as an additional 99% off the transaction in the live broadcast room during the Poly Chongqing National Day, and an additional 99% off the transaction of Longfor Chongqing employees/owners who repurchase or recommend the transaction, at the same time, according to the company's official WeChat disclosure, China Merchants Shekou has carried out more than 1,000 live broadcasts across the country during the Golden Week, and nearly 380,000 netizens have entered the live broadcast room to choose a house online, and the drainage effect is obvious.
In addition, real estate companies have also launched targeted activities around the needs of buyers for "trade-in" and the demand for housing in other places, such as Poly Xi'an, China Merchants Chengdu, C&D Xiamen, etc., which have launched replacement benefits for replacement customers, such as Xiamen C&D Wuyuan carp trade-in subscription Wuyuan carp to enjoy a 1% total price house purchase subsidy, and Poly Xi'an trade-in with a maximum saving of 100,000 yuan. In response to the demand for buying houses in other places, Kunming China Resources Runfu and Jinlan Jincui respectively launched exclusive prices for customers in prefectures/other provinces and an additional 2% discount for customers in prefectures.
On the whole, during the National Day Golden Week, major real estate companies successfully attracted the attention of home buyers and improved sales performance through diversified marketing activities, such as parking space discounts, replacement benefits, down payment activities, contract benefits and channel benefits. With the increasingly fierce competition in the real estate market, the secret strategy of real estate companies will be more diversified and refined to adapt to the changes in the market and the needs of home buyers. (Source: CRC Research Center)