"22 years of real estate career, first encounter! There is a first-hand house with 15% commission in Luohu, the main urban area of Shenzhen!"
Recently, a developer in Shenzhen issued the highest Commission in the legendary history. According to some intermediaries, the transaction commission of a single set of the project is 15%, starting from 4 million yuan and up to 33.28 million yuan. For a set of office products, the transaction commission is as low as 600000 yuan and up to 5 million yuan!
What's the truth? What project can let developers offer such a huge commission? The reporter of the daily economic news recently visited the project.
15% commission
The project offering high commission is Shenzhen Zhaoxin Huijin Plaza, located in Luohu Dongmen business district, close to Laojie subway station. The huge poster posted in the business building on the side of the East Gate shows that the construction area of the project is 52-420 square meters, but the product details are not marked.
Photographed by reporter Zhen Sujing of Shenzhen Zhaoxin Huijin Plaza
In fact, Zhaoxin Huijin Plaza is an old reconstruction project in Luohu District, which is divided into two commercial buildings and a relocated house. At present, it has obtained the pre-sale certificate for three times.
The first phase of the project was office products, and the pre-sale certificate was obtained in 2017. The staff of the sales office told reporters that at present, the phase I products have been sold out. The phase II project is separated from the first street of the phase I project. The phase II project obtained the pre-sale Certificate in December 2020. The products include business apartments and offices. The total number of pre-sale units is 914. In January this year, the developer obtained the pre-sale certificate of 18 residential units.
Among them, phase II products include 570 business apartments, with a construction area of about 50-105 square meters and a unit price range of about 58000-82000 yuan / square meter; There are 343 sets of office products, with a construction area of about 51-372 square meters, and the unit price range is about 73000-100000 yuan / square meter.
The developer of Zhaoxin Huijin Plaza is Shenzhen Zhaoxin Real Estate Development Co., Ltd. (hereinafter referred to as Zhaoxin real estate). It rarely makes a voice in the market and its soil reserves in Shenzhen are not high. When searching with the company as a keyword, it jumps out the most housing promotion channels such as anjuke and fangtianxia.
According to qixinbao, Zhaoxin real estate was established on April 30, 2010. Its legal representative is Chen qinchuang. Its business scope includes real estate development and operation, house leasing, etc. on the land with legal use right.
Photo taken by reporter Zhen Sujing at the Sales Office of the project
The staff of the on-site sales office confirmed the authenticity of the 15% commission to the reporter and said with pride that it was "unprecedented". However, it is not as high as the 5 million yuan Commission rumored in the market, but only limited to the designated house type. At present, the president's apartment on the high floor has not been sold, so there is no such high commission. The High Commission project is only for products with an area of 52-65 square meters. Taking the minimum total price of 3.2 million yuan as an example, a commission of 480000 yuan can be obtained for a set of transactions, and the maximum Commission is about 700000 yuan.
According to the on-site staff, the 15% commission activity lasted until March 14. In order to obtain a large number of customers, the developer also opened activities such as taking customers to the door to draw 100-500 yuan shopping cards.
In fact, this is not the first time that Zhaoxin Huijin Plaza has offered high commission conditions. Last year, when the market was still hot, it also gave a commission of 150000 yuan per set.
Source: each AI room
Under the temptation of High Commission, the promotion enthusiasm of outfield agents is high, and launched one-to-one services such as booking house viewing, car pick-up and delivery, real estate consultants, and promised to enjoy internal discounts, as well as an additional cash discount of 20000 yuan.
It may be the reason for the continuous rainy days in Shenzhen these days. Even if the high commission conditions are given, the effect of the project is not ideal. The reporter saw a showman and two accompanying intermediaries leave at the sales office. Until about 5 p.m., there were no intermediaries and showers in the whole sales office. The on-site real estate consultant attributed this phenomenon to the influence of weather and epidemic situation.
Intermediary town told reporters that under the current market conditions, buyers are more on the sidelines, and because of the product planning problems of Huijin Plaza, the number of recent market entry projects and the wide range of customers' choices, they are not easy to bring them to customers.
Light speed {123567}
In fact, from the second half of last year to the beginning of spring this year, many projects in Shenzhen new housing market have launched intermediary channels or national marketing, and given high commissions.
Compared with the past, an obvious change since the beginning of this spring is that real estate enterprises have increased the national marketing incentives. Some real estate enterprises have even given a high commission of 4.2% for project transactions, including multiple product types such as residential, apartment, commercial and office buildings.
In terms of intermediary channels, many residential projects also give incentives to bring customers to deal with high commission. For example, for a project in Longgang District, the highest Commission proportion of the city's housing is 6%, and the highest single set is 270000 yuan; In addition, although the Commission points given by residential projects are 2%, the promotion is the Commission settlement at the speed of light to promote the enthusiasm of brokers to take a look.
For the unprecedented high commission offered by real estate enterprises, there are different views in the industry.
He Ling, marketing president of leyoujia, said in an interview with the reporter of the daily economic news that first of all, the pre positioning of marketing strategies such as high commission is not only the need to quickly return funds, but also to gather Limited customers into the project in the case of the current market downturn.
Secondly, under the current situation of large-scale regulation and control, although the warm wind blows frequently, the dilemma of developers in the new housing market has not been solved, and the funds have not flowed to real estate enterprises on a large scale. In addition, some enterprises themselves have some problems in project management and trading. This year, the competition pressure in the new house market will be particularly great. Some enterprises are just to sell goods quickly and withdraw funds. This is the normal business behavior of enterprises, and they are eager to open the sales situation in the spring.
Some buyers said that if real estate enterprises offer such a high commission, it is better to return cash or discount in disguised form to buyers, or send decoration, home appliances and cars.
Some real estate practitioners said that in the long run, high commission may not be a good marketing method, and may eventually bite the enterprise and lay hidden dangers for future development.
In 2022, the new housing market in Shenzhen continued to be depressed, and the turnover also decreased significantly. Taking housing as an example, according to leyoujia Research Center, 3572 sets of first-hand Housing online labels in the city in January, with a slight decrease of 3% month on month and a sharp decrease of 57% year-on-year, which is the penultimate low value in nearly half a year; 1557 second-hand houses were transferred, which was the lowest point in nearly half a year.
