"Cold wave" transit Chongqing multi-property fancy marketing

Reporters Zhuang Linghui and Lu Zhikun reported from Chongqing

"2 years of monthly payment, 2 years of down payment in installments." Recently, some real estate has posted billboards for down payment installments in a prominent position in a commercial district in Chongqing, using large white characters to enlarge marketing highlights such as monthly payments and down payment installments, and also restricting related offers with small characters such as limited to 6 sets and up to 200,000 yuan.

Under the rain and cooling for many consecutive days, the Chongqing property market has also experienced a "cold wave" transit.

Zhuge housing data show that after experiencing the market peak in May this year, the number of new houses and areas in the main urban area of Chongqing began to decline continuously, and the number and area of new houses in September were less than one-third of that of May, and the first three weeks of October continued to decline; at the same time, the transaction price of new houses in Chongqing's main urban area fell slightly since September, and the transaction price in the first three weeks of October continued to decline, of which the transaction price in the third week was the same as in April.

"China Business Daily" reporter recently visited and found that in the face of market pressure, many real estate has adopted a variety of preferential forms to attract buyers, in addition to the above-mentioned free monthly payment and down payment installment and other forms, many real estate also use "gift area", special price rooms, gift property fees and other ways to market, there are real estate discounts to reach less than 90% of the total house price, and rare discounts of real estate is also lower than other real estate in the same area as the main selling point.

Deals fell

After experiencing the heat before and after the first round of centralized land supply, today's Chongqing property market is particularly lonely, and the transaction volume has fallen to less than one-third of the high point.

According to the data released by the National Bureau of Statistics, in April and May this year, the sales price index of newly built commodity housing in Chongqing led the country's 70 cities for two consecutive months, and it still maintained an upward trend until September, and has maintained a continuous rise for 10 months.

But since July this year, the month-on-month increase in Chongqing's price index has fallen back below 1%. In September, the sales price index of newly built commodity housing in Chongqing rose by 0.1% month-on-month, and the increase rate fell significantly.

Zhuge housing data show that in September this year, the transaction price of new houses in Chongqing was 15222 yuan / square meter, a slight decline from the previous month; and in the three weeks from the end of September to mid-October, the transaction price of new houses in Chongqing fell to 13941 yuan / square meter, almost the same as the transaction price in April.

At the same time, the number of new houses in Chongqing has also declined significantly.

Zhuge housing data show that in May this year, the number and area of new houses in Chongqing reached a peak, with 28,610 units traded in the month, with a transaction area of 3.1916 million square meters. Since then, the number of new houses in Chongqing has declined, and the number of transactions in September has been less than one-third of that of May, with 7,725 units traded in the month, with a transaction area of 850,100 square meters.

According to Kerry data, in the last two weeks before the end of October, the transaction area of commercial housing in the main urban area of Chongqing has increased. However, Zhuge housing data shows that in the last week of October, the transaction price of new houses in many places in the main urban area of Chongqing fell significantly, and there was a clear trend of price for volume, and the monthly transaction area was still less than half of that in May this year.

"The current market is more friendly to buyers, and many properties have a lot of bargaining space." A local real estate distributor told reporters that in order to attract buyers, the Chongqing property market has launched various forms of promotions since the Mid-Autumn Festival holiday, and many real estate discounts have reached less than 90% of the total house price, some project payment houses have greater concessions, and the bargaining space for buyers in the current market is larger.

The reporter also found that there are still some properties with few discounts in the current Chongqing property market, but they are all important selling points that are lower than other real estate prices in the same area, and the reasons given are mostly opened before the first centralized land supply, and the opening price is lower; or the land is earlier, the cost is lower and the price is strictly limited.

Fancy marketing

In fact, in addition to the above-mentioned down payment installments and exemptions from a certain monthly payment and other marketing methods, in the past two months, the Chongqing property market has also appeared such as gifting property fees, "gifting gardens" and other marketing methods, and the gift area of some real estate is even close to the actual use area of the purchased house, but it is not written into the purchase contract, which is difficult to ensure the rights and interests of buyers in the later stage.

"Our project can now apply for a down payment installment, generally 20% of the total house payment within 7 days after paying the deposit, and the remaining 10% can apply for installments, generally three months in installments." When the reporter visited as a buyer a few days ago, a location industry consultant of Qingxiu Yueshan told reporters that in addition to the down payment installment of its project, there are also some listings doing special prices, and the house price after the discount is only 90% off the original house price.

The above-mentioned real estate consultant also said that its project housing uses a "double balcony" design, both balconies have half of the area gifted, and the actual use area of the buyer after the delivery of the house will be greater than the corresponding property area.

There is also another project in Jiulongpo District that attracts buyers with "free area". The project real estate consultant told reporters that the project bungalow products located on the first floor of the house can be given away about 70 or 90 square meters of garden, the developer has fenced the garden, buyers can not be covered by brick walls after receiving the house, you can decorate the part of the garden for your own use.

The reporter saw at the scene that the garden promised by the project is located on the front and back sides of the first floor of the house, which has been surrounded by shrubs and planted with lawns in the middle. In the face of whether the reporter can implement hardening after the destruction of the ground greening and whether it is suspected of encroaching on the pool area and destroying the greening of the community, the project property consultant said that the part of the donated area belongs to all the owners of the community and belongs to the pool area, but according to the plan, it is not a green area, and the buyer can use it for their own use after the ground hardening and other decorations after receiving the house.

"You can't fence it with brick walls, but you can fence it with railings or glass walls, and ground hardening can also be done." All the bungalows in our project will be given such a garden on the first floor, and there will be no risk in the later stage. The above-mentioned real estate consultant said that although part of the donated area belongs to the pool, the subsequent property and other owners will not have objections, because all the bungalow products in the project have the situation of donating gardens, involving more than 900 similar houses, and the price of the relevant houses is indeed higher than that of other floors of the same type.

The reporter inquired about the filing price of the project and found that the unit price of the housing recorded building surface of its bungalow products located on the first floor was indeed higher than that of the same type of housing, ranging from 2,000 to 3,000 yuan.

However, the above-mentioned property consultant said that the attached garden does not count the property area, so the buyer only has the right to use, and the protection of the garden and the buyer's later rights and interests cannot be written into the purchase contract.

Regarding the down payment installment and "gift area" and other marketing methods and follow-up risks of the above two projects, the reporter called and wrote to the project development company for an interview, but as of press time, there was no valid reply.

The lawyer said it was suspected of violating laws and regulations

Regarding the marketing behaviors such as the "gift area" of the real estate and the down payment installment, Wang Yuchen, director of Beijing Jin v. Law Firm, said that the so-called "gift area" is suspected of encroaching on the pooled area, and the down payment installment is often accompanied by illegal acts such as the developer's advance of funds and financing in actual operations, and may also circumvent the down payment requirements of bank mortgage loans and violate the relevant regulations of mortgage loans.

"For home buyers, the area promised by the developer may infringe on the area of the pool, resulting in the invalidity of the relevant 'gift' behavior." In reality, if this part of the 'gift' area is a pooled area, it belongs to the rights and interests of all owners, that is, the owner has paid the developer for purchase, and if the developer increases the price of the relevant housing because of the 'gift' area, it is often suspected of 'secondary sale'. Wang Yuchen said that if the "gifted" area is written into the contract in the name of the gift or not written into the contract at all, when the buyers face disputes such as encroachment on public interests, they often cannot continue to use the so-called "gifted" area, and the additional purchase price is difficult to get back, and there is a greater risk in the later stage.

As for the risk of down payment installments, Wang Yuchen said that buyers in the case of their own limited capital ability to increase the leverage to buy a house, if the future can not be paid in time, there will often be commercial housing sales disputes; and in order to pay the remaining down payment in time, many buyers may also be involved in consumer loans, small loans, etc., resulting in more costs of buying a house, and accidentally fall into the financial trap.

"If the buyer cannot pay in installments according to the agreement in the later stage, on the one hand, he may be terminated by the developer, and on the other hand, he will have to face the debt collection of the financing institution, which is quite troublesome." For housing enterprises, the down payment installment can improve sales performance, achieve capital return as soon as possible, and transfer the risk to the buyer through a series of financing methods, the advantages outweigh the disadvantages. Wang Yuchen said that relevant marketing behaviors will transfer risks to buyers, but related behaviors will disrupt the normal market order, violate the relevant provisions of capital supervision and loan supervision, and housing enterprises may also face the risk of being punished.

Regarding the above-mentioned marketing behavior in the Chongqing property market, the reporter called the real estate market office of the Chongqing Housing and Construction Commission as a buyer for consultation, and the other party said that the garden donated by the relevant project was not written into the purchase contract, prompting the buyer to pay attention to the prevention of related risks, but said that it was only a personal point of view and did not represent the local official. When the reporter asked how the above-mentioned marketing behavior should be supervised if there is a risk, the other party did not reply positively, nor did it ask the specific project name involving the above-mentioned marketing behavior, only indicating that the relevant behavior was managed by the territory, providing the reporter with the department telephone number of the housing department in Jiulongpo District responsible for related business, indicating that the reporter could complain to it, but since then, the reporter has called the relevant phone many times to be turned off.

Regarding the risks of relevant marketing behaviors and regulatory measures, the reporter called and wrote to the Chongqing Municipal Housing and Construction Commission for an interview, but as of press time, he had not received a reply.