Multiple real estate markets implement preferential policies for "returning home to buy properties" and promote Spring Festival marketing
2024-01-17
Approaching the Spring Festival, returning home to buy a property has once again become a hot topic. Taking this opportunity, multiple cities have launched relevant policies and activities, and real estate companies have also increased their promotion efforts. Many real estate projects have offered "homecoming home purchase" discounts and are making efforts in Spring Festival marketing. On January 13th, under the guidance of the Chongqing Municipal Commission of Housing and Urban Rural Development, the Chongqing Real Estate Industry Association hosted the 2024 Chongqing Homecoming Property Exhibition Service Event, offering discounts on "returning home for real estate". It is understood that this event will be held in the form of "online+offline", with 17 participating companies and 63 commercial housing projects. Multiple real estate companies, including Zhonghai Real Estate, Chongqing Longhu, Poly Chongqing, and China Merchants Shekou, have preferential activities, providing a tradable commercial housing area of 2.1288 million square meters, a commercial housing area of 1.2753 million square meters, and 11993 commercial housing units for trading. Among them, the participating properties offer various forms of home purchase discounts, such as the "minimum down payment of 200000 yuan", "10 discounted properties", and "10000 yuan home appliance gifts" launched by Longhu Jiangshan Song. For example, Vanke Starlight Sky City has launched a "95% discount on returning home properties" and China Merchants Yongjing City has launched a "85% discount on limited time". A salesperson from China Merchants Yongjingcheng told Securities Daily that the current promotion is to offer an 85% discount on the registered price of the house. The sales speed and total sales volume of the Yongjingcheng project have always been among the top in the airport area of Chongqing. A house with a normal sales price of about 1.1 million yuan will receive a discount of about 1 million yuan. On January 15th, Hubei Province also launched the 2024 Spring Festival Return to Hometown, Real Estate, and Spring Residency Carnival. It is understood that this event will be held simultaneously from January 15th to February 26th at airports, train stations, highway intersections, core commercial districts, and other locations in 17 cities, prefectures, and counties under its jurisdiction in Hubei Province. During this period, a total of 1150 real estate projects and 240200 suites were available online and offline for homecoming tourists to choose from. On this basis, various regions in Hubei Province also launched a series of preferential policies and housing services. Chen Wenjing, Director of Market Research at Zhongzhi Research Institute, told Securities Daily that the current homecoming homebuyers are mainly those born in the 1980s and 1990s. The main reasons for homecoming homecoming are high housing prices and high living pressure in the cities where they work. Overall, price reduction promotions, increased publicity efforts, and a combination of online and offline marketing are still the main marketing methods. To help increase market activity and guide homebuyers to regain confidence, driving a rebound in transaction volume, in addition to the "homecoming home purchase" benefits launched by the aforementioned properties, financial subsidies have also been gradually followed up. Among them, multiple urban areas in Chongqing have introduced a series of real estate promotion and purchase subsidy policies. For example, during the 2024 homecoming property promotion and Spring Festival Fair (January 1, 2024 to March 31, 2024), buyers who purchase newly-built commercial housing (including commercial and office spaces) in Yubei District, Chongqing through online signing, and pay off the purchase deed tax to the Yubei District Taxation Bureau before May 31, 2024, will be given a 50% subsidy for the purchase of the house according to the actual paid deed tax amount. On January 3rd, Luoyang City also released several measures to further promote the stable and healthy development of the real estate market, proposing the implementation of transactions
Edit：Hou Wenzhe Responsible editor：WeiZe
Source：Securities Daily
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