Real estate project market research report

Real estate project market research report

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Part I: Market research report of real estate projects.

Name ×××× Company ××× Real Estate Project Market Research Report Overview Controlled State

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Executive Department, Supervision Department and Textual Research Department

I. Purpose of the investigation

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This market research report is a comprehensive summary of this research activity, which comprehensively, detailedly and reasonably analyzes the market situation of the company's XX project in XX city, thus providing a more comprehensive data reference for the sales decision of XX project.

Second, research methods and personnel.

research method

The research methods used in this research activity include questionnaire survey, literature review and interview.

(2) Investigators

① The marketing department of the company is the lead department of this research activity. The marketing department sent three experienced marketers to carry out this research activity and compiled a research report.

② The company's public relations department sent people to assist the marketing department to carry out this research activity.

③ In order to ensure the smooth development of research activities, the marketing department also hired some students to assist in the research activities.

Three. Research contents and conclusions

(A) the macro-environment of XX City

1. Macroeconomic indicators (all indicators are selected within three years)

(1) GDP.

② GDP per capita.

③ Total retail sales of social consumer goods.

④ Total retail sales of social consumer goods per capita.

⑤ Average annual salary of employees.

⑥ Per capita disposable income of urban residents.

All landowners per capita consumption expenditure of urban residents.

⑧ Engel coefficient (the proportion of food expenditure to consumption expenditure).

Pet-name ruby balance of savings deposits of urban and rural residents.

Attending the per capita living area of urban residents.

2. Urban planning and development trend

① Urban planning.

② Development trend (development trend in the next three years).

(II) The real estate development in XX last year

① Development of new commercial housing.

(2) Develop affordable housing.

③ The development of second-hand houses.

(III) Analysis and forecast of the ×× real estate market this year

(1) Sales growth as of this year.

② Sales forecast for the next few months.

(D) Analysis of XX real estate policy this year

① Land policy.

② Financial policy.

(five) the geographical environment and traffic conditions in the XXX area where the XXX project is located.

The overall planning of 1 Xxx region

① Urban planning.

② Planning of residential land.

③ Business planning.

④ Traffic planning.

2. Summary of retail formats in 2.XX District

① Distribution areas of major formats.

(2) The status and trend of major formats.

(VI) Analysis of the real estate market in the XX district where the XX project is located.

Regional market analysis of 1. project

(omitted)

2. Market analysis of the project area

① Project location.

② Regional scope.

3. Characteristics of the project block

① Location, environment and traffic of the plot.

② Population distribution and income composition.

4. Supporting facilities around the project

① Distribution and management of surrounding businesses.

② Supporting education around the project.

③ Financial support for the project.

④ Medical facilities around the project.

(VII) Analysis of the buildings for sale and competitors in the XX district where the XX project is located.

1. competitive attributes and analysis of the project

The analysis includes the general situation of real estate, traffic situation, apartment type analysis, price analysis, sales analysis, customer source level, project advantages and disadvantages, etc.

2. Potential competitors and analysis of the project

The contents of the analysis include the general situation of potential competitors' real estate, supporting conditions, prices, apartment types and so on.

3. Other properties for sale and analysis

The analysis includes the basic situation, traffic conditions, supporting conditions, apartment statistics, price level, customer base level, advantages and disadvantages analysis of other properties for sale.

(viii) Comprehensive conclusion

① Types of real estate products and characteristics of landscape construction in this area.

(2) Architectural style and design features of buildings developed in this area.

(3) The characteristics and area distribution of apartment types in this area.

④ Main characteristics of real estate customers in this region.

(nine) the factors of local sales and unsalable real estate projects.

1. Best-selling features

① Convenient transportation, complete living facilities and educational facilities.

② Accurate market positioning.

③ The products are unique in the local market.

④ The apartment design is relatively reasonable and the utilization rate is high.

⑤ The product is cost-effective.

⑥ Property management is in place.

⑦ Good marketing positioning and publicity effect.

8 Enterprises and project brands are influential.

2. The characteristics of slow movement

(1) The transportation is inconvenient and the living facilities are not perfect.

② The capital chain of enterprise operation projects is broken.

(1) Poor planning and design, unreasonable apartment design and large area.

② The total price is too high and the down payment pressure is high.

⑤ The design of product positioning and marketing concept is out of touch with the market reality.

⑥ The scale and timing of development are inappropriate.

(10) research conclusion

① Analysis of project market environment, regional supply and demand, advantages and disadvantages of project competition.

② Project development suggestions, including development strategy, target customer characteristics and specific suggestions.

Four. Appendix of relevant information

① Household questionnaire.

② Statistical data.

③ Interview and conversation record.

Compilation date, review date and approval date

Number of modification marks, modification date

Part II: Market research report of real estate projects.

The construction boom of "two ports and one city" and the acceleration of urbanization have promoted the vigorous development of the real estate market in our region. At present, the real estate industry plays an important role in the economic development of our region. The direct tax revenue of the real estate industry accounts for about 15% of the total tax revenue, and related taxes account for 30% of the total tax revenue. If deed tax income is added, it accounts for 36%. With the development of economy and the acceleration of urbanization, the pillar role of real estate industry in tax revenue will be more obvious.

Recently, the central government and the municipal government have successively issued real estate market regulation policies. For the real estate industry that is sensitive to the external environment, the adjustment of policies will undoubtedly affect the development of the real estate market. It is of great significance to recognize the current situation of the real estate market in our region, objectively analyze the influence of policies on the real estate trend, and then study and put forward corresponding countermeasures and suggestions, which will maintain the sustained and healthy development of the real estate market in our region.

First, the development status of the real estate market in our region

From June to June this year, the real estate industry in our district realized a tax revenue of 500 million yuan, an increase of 85% year-on-year; The investment in real estate development is 3.73 billion yuan, including 2.3 billion yuan in residential investment; The construction area of commercial housing is 4,899,000 square meters, and the sales volume is 6,543,800 square meters. Since the beginning of this year, the development of the real estate industry in our region has shown the following characteristics:

1, real estate investment maintained a relatively high growth rate.

In recent years, the situation of large-scale development and construction in our region and the heat of the real estate market have made real estate developers optimistic about the prospects of China's real estate market. In the first half of this year, the real estate development in our region continued the rapid growth momentum since last year. From June to June, the average growth rate of real estate development was 42.2%, and the specific trend is shown in figure 1. Among them, residential construction plays an outstanding role in real estate development investment, accounting for 62% of the total investment in real estate development; Since the beginning of this year, the growth rate of commercial housing development has also continued to rise, with the cumulative growth rates from February to June being 2.6%, 15.2%, 84.5%, 79.65, 438+0% and 1.9 times respectively. Investment in office development has also maintained a growth rate of more than 10 times.

2. The momentum of real estate sales dropped significantly.

This year, the sales area and the year-on-year growth rate of commercial housing in our district showed a downward trend month by month, and the growth trend from February to June is shown in Figure 2:

Judging from the pre-sale of commercial housing, the downward trend is obvious. 65,438+3,940 sets were pre-sold in June, with a total area of 506,000 square meters; Compared with the same period of last year, the number and area of pre-sale units decreased by 15.5% and 15.4% respectively. Due to the wait-and-see attitude towards macro-policies, the pre-sale of commercial housing in our district declined significantly in March. Only 474 sets were sold in April, with a total area of 65,000 square meters, down 44.3% from March. In May and June, the pre-sale level was maintained at a low level, and 385 sets were pre-sold every month, with a total area of about 50,000 square meters.

The average price of real estate keeps rising.

Although at the beginning of this year, the central government and the municipal government frequently issued relevant policies to regulate the real estate market, after the year, the real estate market has entered a new round of rapid rise. Due to the scarcity of land, the support of people's actual demand for improved housing, and the investment psychology of "keeping up with the rise and not falling", the house price in our district has also shown a continuous upward trend.

Since 2000, the real estate price in our region has been increasing at an average annual rate of more than 20%, and the house price increased by 20.5%, 30% and 42% in 2000 and 2002 respectively. At present, the average price of new commercial housing in our district has reached 5590 yuan per square meter, up 20% year-on-year; The average price of stock houses has reached 5,000 yuan per square meter, up 47% year-on-year.

Second, the impact of recent real estate market regulation policies on the development of the real estate market in our region.

Due to the rising real estate prices and serious speculation in the real estate market, the central government will take the prevention of real estate risks as the focus of macro-control this year, and the city has also introduced a number of related policies to strengthen the regulation of the real estate industry. The policies of the central and municipal governments mainly regulate the housing market through the following aspects:

-adjusting the land supply structure. Seven ministries and commissions, including the Ministry of Construction, issued the Opinions on Doing a Good Job in Stabilizing Housing Prices, stipulating that all localities should adjust the land supply structure, supply mode and supply time in a timely manner according to changes in the real estate market; For places where house prices are rising too fast, it is necessary to appropriately increase the proportion of residential land in land supply, focusing on increasing the supply of construction land for low-priced ordinary commodity housing and affordable housing; Strictly control the supply of high-grade housing land.

-Adjust the mortgage interest rate. On March 16, the central bank issued a policy to adjust the self-operated personal housing loans of commercial banks, stipulating that the minimum down payment ratio of personal housing loans can be increased from 20% to 30% in cities or regions where housing prices are rising too fast, and the lower limit of housing loans is managed, and the lower limit of interest rate of personal housing loans is raised from 5.3 1% to 6. 12%.

-Adjustment of real estate fiscal and taxation policies. State Taxation Administration of The People's Republic of China, the Ministry of Finance and the Ministry of Construction jointly issued a document, stipulating that after 20xx June 1, individuals who buy houses less than two years old will be subject to full business tax, and at the same time, those who buy non-ordinary houses after 1 will be subject to full deed tax of 3%.

-Adjustment of real estate development goals. The 20xx government work report established the "three-oriented" property market regulation principle of "focusing on residence, focusing on citizens' consumption and focusing on ordinary commercial housing".

-adjusting the registration method of real estate sales. The city strengthened the online filing of newly-built buildings, and launched the trial operation of "online second-hand houses" on February 18 to enhance the transparency of real estate information and crack down on illegal real estate speculators.

-structural adjustment of real estate supply. Vigorously adjust the supply structure and increase the supply of low-priced ordinary commercial housing with supporting commercial housing as the mainstay. In 20xx, the city plans to start construction of supporting commercial housing and low-priced commercial housing of 6,543,800 square meters each.

In the short term, the adjustment of macro-policy will have a direct impact on the real estate investment in our region, which is related to the completion of major economic goals such as fiscal revenue, investment in fixed assets and added value of the tertiary industry. At the same time, the introduction of the policy of stabilizing housing prices has led to a strong wait-and-see atmosphere in the market, and the transaction volume of the real estate market, especially the second-hand housing market, will shrink greatly, which will have a certain degree of "slow braking" effect on the development of the real estate industry in our region.

However, in the long run, macro-policy adjustment will effectively eliminate the speculative factors in the real estate market in our region, achieve the purpose of curbing speculation, standardizing investment behavior and encouraging residents' consumption, which is conducive to the sustained and healthy development of the real estate market in our region and will mainly play the following roles:

-Reasonably control the amount of real estate investment and development. By adjusting the mortgage interest rate and tax policy, we can reduce the speculative elements in the real estate market, reveal the real market demand, and guide the real estate investment and development reasonably. At the same time, through strict land supply, over-exploitation can be effectively prevented.

-alleviating the contradiction between supply and demand in the real estate industry. By increasing the construction of supporting commercial housing and low-priced commercial housing, adjusting the real estate supply structure and meeting the housing needs of ordinary people, the contradiction between supply and demand in the real estate industry can be effectively alleviated.

-Moderately stabilize real estate prices. Considering the initial effect of the construction of "two ports and one city", the Pudong plate effect and the real estate appreciation effect brought about by the acceleration of infrastructure construction, the real estate price in our district will continue to rise, but the policy measures such as restrictions on forward delivery, tax adjustment and online registration of commercial housing will effectively stabilize the excessively rapid rise in housing prices and make its increase tend to be stable.

Third, actively respond to maintain the sustained and healthy development of the real estate market in our region.

Generally speaking, due to the relatively low development base of the real estate market in our region and the historic opportunity of the recent development and construction of "two ports and one city", in the long run, the real estate market in our region will still have greater room for development. The recent real estate regulation and control policy will make the developing real estate market in our region enter the stage of adjustment-consolidation-perfection, and become more and more mature. In order to maintain the sustained and healthy development of the real estate market in our region, we should pay attention to the following points at present.

1, strengthen real estate price monitoring.

Grasp the trend and trend of real estate prices in our region in time, establish a scientific and effective housing price monitoring and early warning system, strengthen the regulation of the real estate market, maintain the price order of the real estate market, and promote the sustained and healthy development of the real estate industry. Focus on monitoring the land transfer price, the transaction price of new commercial housing and stock housing; At present, special attention should be paid to strengthening the monitoring of the price of residential commercial housing. Strengthen the quarterly and annual analysis and forecast of housing prices, and include the land area, real estate development investment, construction area, completed area, sales area, vacant housing area and vacancy rate, average market price, changes and reasons of new commercial housing. Once abnormal price fluctuations are found, early warning suggestions are put forward in time.

2. Strengthen the tracking management of real estate projects.

Establish a real estate project tracking contact network, timely feedback the progress of the project, in order to find problems, coordinate problems and solve problems. Ensure that real estate enterprises operate real estate development projects in accordance with the government's annual land supply plan, and obtain land use rights in a unified way of bidding, auction and listing. At the same time, strictly handle the procedures of land use, project establishment, planning, construction and sales of real estate enterprises. Ensure the market access of real estate projects, strictly examine the qualifications of real estate development enterprises, and severely crack down on registered capital flight and the project capital, engaging in real estate development and operation without a license or beyond the scope.

3. Plan real estate development in a planned and step-by-step manner.

Develop real estate in combination with the overall planning of economic development and urban construction in our region, formulate real estate development planning according to the construction of rail transit and other infrastructure, and reasonably reserve development space to achieve good results of guiding real estate development and promoting economic development with urban planning. Strengthen the monitoring of the real estate market, cultivate and play the role of real estate industry associations through the transparency of real estate market information, guide real estate enterprises to grasp the market situation, and rationally arrange development plans according to the market operation.

4. Reasonably guide the needs of housing subjects.

Low-and middle-income workers, new urban workers, urbanization promoters, migrant workers and urban poor families are the main housing demand groups in society. In order to meet this demand, the municipal government vigorously promoted the construction of supporting commercial housing and low-priced commercial housing this year, and at the same time increased the construction of low-rent housing. Our district should take this opportunity to actively guide the transformation from commercial housing development to ordinary housing construction, improve housing supply, improve housing functions and improve housing quality. At the same time, combined with the actual development and urbanization process in our region, we will guide residents to rational housing consumption and promote the rationalization of demand subjects.

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