During the new year's Day holiday, the China Securities Journal Taurus reporter visited the new housing market in Beijing. The survey found that most of the properties entering the market in the early stage continued the promotion measures at the end of 2021. New entry projects will launch small gifts for house viewing and free orders for 1 square meter for the new year.
continue the promotion measures in 2021
"The preferential measures for real estate were launched during the" double 12 "period in 2021 and have continued. At present, the real estate has taken a preferential activity of reducing 200000 yuan for all large house types. In addition, there are special houses for returning houses, which are about 5% cheaper than ordinary houses of the same house type." Wang Hong (a pseudonym), a new house salesperson located in the South Fourth Ring Road of Beijing, told the China Securities Journal China Securities Taurus reporter.
According to Wang Hong, different from the end of 2021, the current number of special price houses is small. A number of real estate sales staff said that the notice received was to implement the way of selling out one set and then returning one set.
"At the end of 2021, there were a large number of real estate returned houses. Under the strong promotion of real estate sales personnel, the returned houses used as special price houses were basically sold out." Wang Hong told the China Securities Journal, "at present, the sales measures of clearing and returning one set of special price houses after selling one set are implemented. During the holidays, the main houses sold are normal houses."
In addition to the special price housing and legislative concessions, the reporter found that the limited competition housing generally implemented a discount of 9.8% - 9.9%, which also continued the measures at the end of 2021.
"The beginning, middle, end and Spring Festival of each year are the time points for new house promotion." Li Lei (a pseudonym), a real estate salesperson of a limited competition real estate project in Fangshan, told reporters, "at present, the real estate continues the preferential measures at the end of 2021, with a group purchase price discount of 9.8%
generally optimistic about the speed of housing loan issuance
For the house purchase credit market, Li Lei told reporters that the loan line is expected to be abundant in the beginning of the year. However, considering that many banks have tightened housing loans in the second half of 2021, some sub branches still have a backlog of customers who have not lent in August and September, and may give priority to lending to these customers. The loan issuance of new customers in the market remains to be observed, but it is expected to be faster.
The reporter observed that although the sales node in 2021 has passed, the marketing enthusiasm and marketing pressure of major buildings have not subsided.
"In the new year, there are new tasks and indicators, especially many limited competition houses in Beijing, which have been on the market for many years. The company has started new plot projects, and these projects are likely to enter the market in the first half of 2022. Once they enter the market, the sales personnel and sales resources of existing buildings will tilt to new buildings, and the pressure to eliminate these old projects will increase sharply." A number of limited competition housing sales staff told reporters.
In addition, the disclosure time of the annual report of many listed real estate enterprises in 2021 is basically the same as that of the first quarter of 2022. Many developers dare not neglect the performance of the first quarter of 2022 after sprinting through the performance of 2021. In addition, from the overall sales performance data of developers in 2021 disclosed by a third party, the average sales target completion rate of the top 100 real estate enterprises has just exceeded 90%. The target completion rate of many real estate enterprises is not high, and it has become a consensus that they still need to improve their performance in the first quarter of 2022.
(China Securities Journal)
