Move 1: Reduce the price directly. ?
This kind of sales promotion means, because of the high transparency of operation, expresses real feelings for developers, and buyers will readily accept it as long as the discount rate reaches the psychological price. Last year, the discount range of Shanghai property prices ranged from 5% to 40%, but the real property prices that can trigger hot sales are all above 20%. For example, Dahua Group Jinxiu Huacheng, the average price was adjusted from 1.35 million yuan to 9,000 yuan, a decrease of nearly 35%. Vanke's three properties for sale in Shanghai also fell by 12%- 15%. Direct price reduction, in addition to the hidden worry of "the more you drop, the less you buy", may also damage the brand image of the project or enterprise. Therefore, under the banner of "17 anniversary", Vanke is launching the action of "Vanke brightens life". Look at these two real estate giants, even the price reduction has dropped "so handsome".
Move 2: Free gift. ?
"Many people don't blame you for being polite", a saying of China was vividly interpreted by developers. At the exhibition, it is common to send an umbrella and queue for tens of meters. The rest of the small ones are sent to property management fees, central air conditioning, complete sets of cabinets, and the big ones are sent to garages, toilets and cars. Of course, consumers are not stupid. If the gift happens to be a "straw" that can change the psychological price balance, they will gladly accept it. If the value or use of gifts is far from consumers' psychological expectations, they will often watch from the other side. At this time, developers can only be "hot face and cold ass."
Shanghai has such an addictive large-scale gift-giving project. When it was first opened in 2003, the slogan of "buying a house and a car" was played, and it became famous as "Shanghai Kangcheng" in one fell swoop. In 2004, the second issue was "Buying a House with Gold", which set a record of selling 1027 sets in a single day. Since March 2005, with the frequent macro-control, this dish has attracted attention. However, when it reopened in September, despite the new move of "buying a house and sending cash (40,000-60,000)", the scenery was no longer there. This shows that giving gifts can only be icing on the cake. How can you say "difficult" if you want to go upstream? ?
Move 3: internal staff price. ?
This initiative was first grafted into the commercial field. In the famous Xiangyang Road clothing market in Shanghai, someone suddenly came up and asked mysteriously, "Do you want a famous parallel leather bag?" . Zheng Da Jiayuan, a large building in Pudong, takes the price of internal staff as an example. According to the salesperson, the "veiled woman" has a higher return rate than other women, which can achieve the purpose of high attention from buyers. In addition, it can also avoid the troubles brought by the owners who bought houses at high prices in the early stage (the check-out event of the waterfront Blue Bridge is proof). Only internal employees can enjoy such preferential prices. As for the internal staff living in their own homes for real estate speculation, developers can't control it. Anyway, as long as they sell a lot, that's fine. In fact, this price is really attractive: the average price is 50% off-the biggest discount in Shanghai property market at present.
Move 4: engage in group buying. ?
From the developer's point of view, it can not only avoid the condemnation and check-out threat caused by the previous high-priced transaction owners' price reduction-"collective buying, wholesale price is justified", but also take the opportunity to speculate on sales and popularity. For property buyers, many hands make light work, and collective bargaining really feels like "turning over and being the master". Since August last year, under the organization of a website in Shanghai, buying a house by group has suddenly become popular in Shanghai, with nearly 100 developers participating, such as Jiacheng, Bilinwan, Rose 99, Continental Vision and many other properties. Moreover, the group buying craze has spread from Shanghai to Beijing and other places. ?
Move 5: No reason to check out. ?
"No reason to return a house", this move seems that developers have taken great risks for consumers, but the house is different from ordinary small consumer goods after all, and it is hard to say whether to return it. First of all, after several years of renovation, the house has become the material shell of "home". This strong emotional sustenance is really worthless, how can it be easily given up? Secondly, Chinese-style housing "temper justice with mercy". If you want to check out, there are a lot of procedures; Finally, the developers are all project companies, and the project company may not exist after the house is sold. The commitment period is too long, even if I want to check out, I am afraid I can't find the owner. No reason to return a house was originally created by Pan Shiyi, a multi-star in the industry. "Since life can't go on, it's better to divorce peacefully"-this is a successful case of crisis public relations response 1999 "Ammonia Incident". At that time, the property market was on the rise, so there was no risk. Last year, the Pearl of Shanghai's new lake, the city launched the "guaranteed return within two years", which is a bit like dancing on the cusp. The results show that this promotion method has not obviously promoted the sales of Xinhu Pearl City. ?
Move 6: reduce the down payment. ?
In 2000, some banks introduced zero down payment. Reducing down payment is another invention of developers. With the bank's "monetary tightening" of housing loans, it is certainly attractive for some buyers, especially young people who have just started work and have little savings, to throw out olive branches with low down payment at the expense of some interests. Shanghai Minhang Oufeng Lijing launched down payment 10%. Consumers only need to prepare 10% down payment, and the remaining 20% down payment can be obtained from professional investment companies without interest (the developer pays interest). The repayment period of this money is when the house is handed over. Of course, if there is a problem with the repayment ability of buyers in the future or the house price plummets when handing over the house, buyers are unwilling to pay this 20% of the house price, and the sequelae will break out, and developers will also "eat Huanglian dumb". ?
Seventh measure: insurance plan. ?
Last September, Yuan Yongjing, located in Shanghai's New jiangwan city, launched an original "All-round Housing Price Protection Plan". According to the promise, consumers who buy the property during the implementation period of the plan (until June 30, 2006) can get the price difference compensation from the developer when the regional average house price drops. Such a clever move shocked the property market as soon as it was launched. To put it mildly, developers are seeking happiness for the people and supporting the property market. The price can be a bit like "spending money on food" and "gambling". If this plan is to be implemented, there are still some problems, such as how to define the regional average price this year. However, since the developer has "assumed all risks" in theory, some property buyers are really heartbroken and sold 33 sets on the opening day-this figure makes many developers who haven't opened the pot for months salivate. Measured by the current average price of real estate, it is basically the same as last September, which proves that this move is quite effective.
In order to promote sales and achieve good transaction performance, developers' sales methods can be described as endless, and all kinds of martial arts are perfect. As a property buyer, buying a house is a major event in life. We must not only listen to the developers' bluff, but also conduct field visits and visits, so as to buy a good house!
(The above answers were published on 20 15- 12-23. Please refer to the actual purchase policy. )
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