Buy a BMW and get a 60% discount on the house price? Don't be fooled by these marketing gimmicks.

During the "Golden September and Silver 10" period, the real estate market promotion methods such as buying a house, sending a car, sending a parking space, decorating and sending property fees were staged one after another, and some projects even got a 60% discount, which could not help but give buyers the illusion of a sharp price reduction.

However, the visit of Sino-Singapore Jingwei client found that although the preferential promotion of real estate enterprises increased in September and June, compared with previous years, the intensity did not change significantly. The so-called "broken price" and sending BMW are mostly marketing gimmicks, and sharp price cuts only appear in individual late-stage or poorly-sold projects.

The case was magnified, and the real estate with sharp price cuts was mostly in the suburbs.

Before entering "Jin Jiu", a leading real estate enterprise carried out preferential promotion activities throughout the country, and many real estate agents spread in the circle of friends with the slogan of "minimum 60% discount on real estate". In fact, most of the projects that enjoy a 40% discount are apartments and office buildings, which are not suitable for people who just need it. Even so, the large-scale sales of real estate enterprises are widely circulated.

Recently, it has been reported that the above-mentioned real estate enterprises have launched more vigorous sales strategies, such as "fine decoration is basically implemented in the third and fourth lines, and the rough price is expected to be about 30% off" and "sales of 60 billion yuan in November and July". However, according to the client of Sino-Singapore Jingwei, this activity is only a special policy for some projects of Wei Qing Building, with the preferential range ranging from 8% to 10%, not for all buildings in China.

On September 28th, LAM Raymond (pseudonym), the agent of a large real estate agency in Zhengzhou, Henan Province, posted a message in the circle of friends, saying that the company launched a special group purchase, and launched five sets of special rooms every day, so that buyers could enjoy a maximum discount of 30%. However, LAM Raymond told Zhongxin Jingwei client that the 30% discount project no longer belongs to Zhengzhou, but is located in Xinxiang Plain New District, north of the Yellow River, which is a city between the third and fourth lines.

Similarly, LAM Raymond also released a message in the circle of friends on September 27th, saying that a property in South Third Ring Road of Zhengzhou Economic Development Zone has launched a liquidation special offer. Before12,000 yuan/square meter, the price of the house was reduced to 9,500 yuan/square meter for sale. For apartments above 126 square meter, parking spaces were given, and an additional 20,000 yuan was given. It is understood that in the Third Ring Road of Zhengzhou City, the house prices are basically above 1 0.5 million yuan/square meter, and the price mentioned by LAM Raymond is lower than110,000 yuan/square meter, which is doubtful. The actual situation is that the location of this property is still far from Zhengzhou city, and the "South Third Ring Road" mentioned by the broker is the "South Third Ring Road Extension Line".

LAM Raymond said frankly that although the price reduction promotion activities increased during this period, the projects with substantial price reduction were basically far away from Zhengzhou city, and some did not even belong to Zhengzhou. "Some real estate enterprises have great incentives for some projects in Xingyang and Xinxiang, but several properties in the urban area are basically around 1000 yuan/square meter, with little overall fluctuation."

The information of substantial preferential promotion of individual real estate projects has been amplified or even misinformed, which has also occurred in many cities across the country. Yang, a residential project in Baoshan District, Shanghai, recently launched a preferential promotion activity, that is, buying a house to send a BMW. Pictures circulating on the Internet show that a brand-new black BMW is parked in front of Yang's sales department, and the big exhibition board next to it reads "Buy a house and send a BMW in one step". However, one of Yang's property consultants told Zhongxin Jingwei client that the given service life of BMW is only 10 years, and what it will do after 10 years has not been determined.

As early as 2065438+August 2008, China Merchants Yonghe House Project, located in a relatively remote area of Baoshan District, launched the marketing strategy of "buying a house and sending a BMW". Recently, the sales staff of China Merchants Yonghe House told Zhongxin Jingwei client that the activity of sending BMW has been cancelled, and the house price is lower than when it opened. An 89-square-meter three-bedroom apartment costs about 2.7 million yuan, a decrease of about 300,000 yuan.

The marketing pattern is refurbished and the discount is still limited.

It is undeniable that in the past two months, there have been more and more preferential promotions in the market. Not only have a large number of well-known real estate enterprises joined, but there are also many marketing tricks. For example, Gemdale took the lead in firing the first shot of "Jin Jiu" in Beijing in September, launched the "30-day Red Disk Action" and launched "100 sets of special rooms and 10000 sets of quality rooms", of which the highest discount will reach 4.5 million; Chongqing Longhu launched the Autumn Easy Living Festival, and old owners can enjoy the exclusive discount of "second-hand housing replacement".

Recently, Zhongxin Jingwei client learned in Wu Tong Mansion, wuqing district New Town, Tianjin that the project has entered the liquidation stage, and some 1 floors and top floors are still on sale. In order to promote the repayment of the project, the property consultant gave a dazzling marketing tool. In addition to the direct discount of 80,000 yuan, he also launched activities such as paying a down payment of 20,000 yuan within 7 days, paying 40,000 yuan within 5 days and offering 60,000 yuan within 3 days. The maximum discount can exceed 300,000 yuan.

Kerry Research Center concluded that the real estate market has several characteristics in terms of marketing scale and methods:

Marketing means are diversified, from the traditional conventional methods such as trade-in, linkage marketing and in-kind gift to festival marketing and group buying marketing. Since the third quarter of this year, group buying marketing has intensified, and there have been marketing methods such as 1% down payment; The marketing scope is gradually expanding. Marketing activities around the Spring Festival are mostly concentrated in third-and fourth-tier cities, and then gradually expanded to first-and second-tier cities. The marketing of special rooms has gradually expanded from the third-and fourth-tier areas that are difficult to get off the shelves to the first-and second-tier suburbs; The overall marketing efforts are stable, but the marketing discounts of special rooms have increased, and the discounts of small-scale specific products have begun to increase. The specific product discounts of some projects, such as large-sized units, have reached about 7.6 fold.

However, Kerui Research Center also pointed out that the profit margins of housing enterprises have been reduced due to the policies of "housing and not speculating" and "not using real estate as a short-term means to stimulate the economy" and the price limit policies of hot first-and second-tier cities. Therefore, in September, the maximum discount on the overall preferential strength was around 10%, and the marketing discount was relatively stable.

According to Xie Yifeng, president of China Urban Real Estate Research Institute, although the preferential promotion activities in the real estate market increased in September and June, 65,438+10, the promotion intensity was not much different from that in 20 14 and 20 15 years, even compared with the same period in 20 18 years.

Jaco, vice president of 58 Anjuke Real Estate Research Institute, analyzed the client of Zhongxin Jingwei, saying that this year's "Golden September and Silver 10" overall price reduction promotion is the main theme, but the strength and methods of different places are different, and large-scale brand housing enterprises will plan nationwide "discount promotion" activities, and the expressive force of different regions will be significantly different; Some hot-spot second-tier cities with strict price limits have relatively limited room for price reduction; However, the price reduction of new houses and second-hand houses in some cities in the third and fourth tier and below may increase again, and it will slow down with the marketization of the market.

Experts say "high housing price balance" or * * * knowledge.

With the deepening of real estate market regulation, the property market has gradually entered a stable period, and prices in some places and regions have even fallen.

According to the monthly analysis report on housing market development in China recently released by the National Institute of Economic Strategy, from the overall trend of housing prices in the past 1 year, excluding seasonal fluctuations, the housing prices in the 24 core cities monitored by the Institute generally showed a downward trend. Compared with the point of June 20 19 102.52, the house price in the core cities increased by 3.65% in August 20 19. Compared with the point of 108.84 in the same month of last year, the house price in the core cities decreased by 2.4% in August of October1September.

As for the transaction data in September, Kerry Research Center said that the transaction area of new commercial housing in 29 key cities it monitored was 24.22 million square meters, down 6% from the previous month and 2% from the same period last year. The transaction area is less than 20 19 per month, and the color of "Jin Jiu" is obviously insufficient.

Kerui Research Center predicts that by the fourth quarter of this year, although the number of housing enterprises participating in marketing and the scale of activities will still expand, the overall preferential strength is still limited. The tightening of policies and financing environment has limited the investment of enterprises to a certain extent, and at the same time, it has also prompted enterprises to speed up active payment.

"The policy directly limits the excessive discount, and the rising cost brought by the tightening of financing has compressed the profit space of enterprises. On the whole, the discount of real estate enterprises is relatively limited, but some enterprises may offer higher discounts in order to sprint their performance. " The Kerry Research Center believes that.

Li, chief researcher of Guangdong Housing Policy Research Center, said in an interview with Zhongxin Jingwei client that judging from the government's attitude towards the real estate market, it is unlikely that house prices will skyrocket in the future, but "high housing price balance" is still a * * * knowledge. In the long run, it is still valuable to hold projects in the core areas of core cities.