More than 15 real estate enterprises push no reason to check out to save more customers than the actual transaction

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 More than 15 real estate enterprises push no reason to check out to save more customers than the actual transaction


In the afternoon of February 9, rongchuang Southeast Region announced that customers can enjoy up to 30 days no reason check-out from the date of subscription for the designated project of rongchuang southeast from February 9 to March 31. It is understood that more than 50 projects from 23 cities in the region participated in this activity. If the subscriber applies for no reason to check out, the following conditions shall be met: limited to the project designated by rongchuang southeast region subscribed online during the activity period, the subscription agreement shall be signed and the deposit shall be paid off; the unconditional check out shall be put forward in writing within 30 days from the date of signing the subscription agreement; the subscriber must have the purchase qualification of the place where the house is located.

Subsequently, rongchuang Shanghai region, Beijing region and central China region also issued the policy of no reason to check out. Among them, the policy cycle of central China region, including Wuhan, lasted for more than four months, from February 10 to June 30.

On the same day (February 9), a number of marketing measures were launched in the sample year, including 30 days of no reason to check out, 10% down payment for commercial projects, 10000 yuan discount for online subscription, etc.

In addition to the above-mentioned enterprises, there are also real estate enterprises including country garden, poly development, Shimao real estate, Xincheng holding, time China, Midea real estate, Fuli real estate, Yuzhou real estate, Dongyuan real estate, etc. in some projects in some regions and cities, no reason to check out has been launched, with the check out cycle ranging from 7 days, 10 days, 15 days, 30 days to 60 days and half a year.

Self rescue under the pressure of sales

The novel coronavirus pneumonia is rampant, and the sales and payment of Housing enterprises are facing greater challenges and pressures. This is the fundamental reason for no reason to check out to reemerge.

On January 31, 2020, Kerui released the top 100 real estate enterprises sales in China in January 2020, which showed that the sales volume of top 100 real estate enterprises was 509.705 billion yuan, down nearly 12% compared with the same period last year.

Data released from major real estate companies also show that the sharp decline in sales performance in January is a fact. Among the top three real estate enterprises, in addition to Vankes year-on-year growth, country garden and Evergrandes year-on-year growth was negative. In January, country garden realized equity sales of 32.92 billion yuan, a year-on-year decrease of 0.44%; Evergrandes sales of 40.55 billion yuan, a year-on-year decrease of 6.07%.

Among the top 4-10 real estate enterprises, rongchuang China achieved sales of 18.63 billion yuan, a year-on-year decrease of 22.25%; poly development achieved contract amount of 23.588 billion yuan, a year-on-year decrease of 29.78%; Greenland holding sales of 8.51 billion yuan, a year-on-year decrease of 47%; Shimao real estate contract sales of about 10.2 billion yuan, a year-on-year decrease of 11%; Longhu group achieved contract sales of 10.11 billion yuan, a year-on-year decrease of 32.33%.

Among the top 10 real estate enterprises, COSCO Group achieved an agreement sales volume of 3.52 billion yuan in January, down 30% from the same period last year; Zhongnan Construction achieved a contract sales volume of about 5.95 billion yuan, down 32% from the same period last year; Fuli real estate realized an equity sales volume of 6.18 billion yuan, down 10.3% from the same period last year.

In January, novel coronavirus pneumonia was the traditional selling season of the real estate industry. This year, the new sales department was suspended from business, sales stopped, the project was postponed, and the sales and payment pressure of the housing enterprises increased sharply.

According to a questionnaire survey conducted by China Index Research Institute to 500 first-line managers of real estate enterprises in China, more than half of them believe that the impact cycle of the epidemic on the whole real estate market is two quarters. 25% think that the sales scale in the first quarter will be cut back compared with the same period last year, and 19% think that the year-on-year decline of sales in the first quarter will be in the range of 30% - 50%.

Sales tiktok, housing enterprises helpless to start self rescue mode, shaking, fast and other online selling Kwai constantly sound, no reason to check out to re emerge, and offer discounts and so on. 58 Zhang Bo, President of anjuke Real Estate Research Institute branch, said that it is undeniable that the sales pressure of real estate enterprises this year is quite high. Due to the whiteboard and little Yangchun delay in the first quarter of the return home real estate industry, the completion difficulty of the annual sales performance will continue to improve, and various sales methods will continue to be launched.

No reason to check out was once regarded as marketing code by Evergrande, which promoted its performance to increase greatly. This time, many real estate enterprises restart the no reason to check out, which is also intended to increase the willingness of online purchase by reducing the doubts of buyers, so as to promote sales.

Guo Yi, chief analyst of Heshuo real estate, said that with the continuous epidemic, the pressure on sales receipts and capital chain of real estate enterprises is large, and there is room for adjustment in house prices, which makes the buyers have the expectation of bottom reading. At this time, no reason to check out dispels the concerns of the buyers. Even if the price is reduced in the future, the lowest price can be enjoyed by checking out. For the buyers, they can seize the opportunity to choose the right project; for the real estate enterprises, it is conducive to increase customer storage and sales.

A drop in the bucket

But at this stage, the offline house watching and trading are limited, and the online marketing effect is average. Will the buyers pay for the policy of no reason to check out? Can it promote the actual transaction of real estate enterprises?

In the interview, most people in the industry think that the policy of no reason to check out is not very significant for the actual transaction.

Guo Yi said that no reason to check out can only play a role in the micro level in the face of customers who have capital strength and have swing purchase mentality, which is not obvious for the wider incremental effect, because from the perspective of the whole process of real estate transaction, it still can not get rid of the closed-loop of offline house watching. For developers, in the current situation, they can only increase the strength of online customer acquisition through various means, and screen the intended customers. From the perspective of transaction results, a substantial decline is already a fact.

Wang Xiaoyi of Zhuge housing search data research center also believes that because online purchase is not fully accepted by the public at present, although the superposition of no reason to check out reassurance, the short-term impact on the real estate market is limited, and the significance of payment collection for real estate enterprises is not great. But that doesnt mean theres no point in such marketing actions. Guo Yi believes that some customers with demand will not reach a deal for various reasons at present, but the purchase demand is objective. Who can provide him with better products and services in the current phase of the epidemic. After the outbreak, when his needs are released, the products of that enterprise or institution may be given priority. So at this stage, from the perspective of customer acquisition, it has a positive effect. Only from the performance of the transaction, in the short cycle, it will not show up to the actual transaction number. .houseJrtt{background:#FCFCFC;border:1pxsolid#DEDEDE;border-bottom:2pxsolid#E5E5E5;width:658px;clear:both;margin:30pxauto12px;position:relative;}.houseJrtt.c1{width:658px;clear:both;margin:0auto;border-bottom:1pxsolid#DEDEDE;}.houseJrtt.c1.c1L{position:absolute;background:url(//img1.cache.netease.com/house/2015/5/14/201505141323501ff32.gif)no-repe at00;width:66px;height:77px;top:-5px;left:7px;}.houseJrtt.c1.c1La{width:66px;height:77px;display:block;text-decoration:none;}.houseJrtt.c1.c1M{width:420px;float:left;margin-left:85px;display:inline;}.houseJrtt.c1.c1Mh3{font-family:5FAE8F6F96C59ED1,9ED14F53,5B8B4F53;font-weight:bold;font-size:19px;color:#252525;line-height:23px;paddin g:13px05px;text-align:left;}#endText.houseJrtt.c1.c1Mh3a,#endText.houseJrtt.c1.c1Mh3a:visited{color:#252525;text-decoration:none;}#endText.houseJrtt.c1.c1Mh3a:hover{color:#bc2931;}.houseJrtt.c1.c1Mh4{text-align:left;line-height:21px;color:#888888;background:url(//img1.cache.netease.com/house/img14/housearc1401/hbg04.gif)no-repeat012px;padding:3px0 2px10px;font-size:12px;}.houseJrtt.c1.c1M.house_under_links{background:none;padding-left:0px;}#endText.houseJrtt.c1.c1Mh4a,#endText.houseJrtt.c1.c1Mh4a:visited{color:#888888;text-decoration:none;}#endText.houseJrtt.c1.c1Mh4a:hover{color:#bc2931;}.houseJrtt.c1.c1R{width:65px;text-align:center;float:right;margin-right:4px;display:inline;font-size:12 px;padding-top:4px;}.houseJrtt.c1.c1R.k1{clear:both;width:100%;text-align:center;}.houseJrtt.c1.c1R.k2{font-size:12px;width:100%;display:block;text-align:center;clear:both;margin:0auto;color:#969696;line-height:20px;}#endText.houseJrtt.c1.c1R.k2a,#endText.houseJrtt.c1.c1R.k2a:visited{color:#969696;text-decoration:none;}#endText.houseJrtt.c1.c1R.k2 a:hover{color:#bc2931;}.w9.houseJrtt{background:#FCFCFC;border-top:1pxsolid#DEDEDE;border-bottom:2pxsolid#E5E5E5;width:580px;clear:both;margin:30pxauto12px;position:relative;}.w9.houseJrtt.c1{width:580px;clear:both;margin:0auto;border-bottom:1pxsolid#DEDEDE;}.w9.houseJrtt.c1.c1L{position:absolute;background:url(//img1.cache.netease.com/house/2015/ 5/14/201505141323501ff32.gif)no-repeat00;width:66px;height:77px;top:-5px;left:7px;}.w9.houseJrtt.c1.c1La{width:66px;height:77px;display:block;text-decoration:none;}.w9.houseJrtt.c1.c1M{width:420px;float:left;margin-left:85px;display:inline;}.w9.houseJrtt.c1.c1Mh3{font-family:5FAE8F6F96C59ED1,9ED14F53,5B8B4F53;font-weight:bold;font-si ze:19px;color:#252525;line-height:23px;padding:13px05px;text-align:left;}.w9#endText.houseJrtt.c1.c1Mh3a,#endText.houseJrtt.c1.c1Mh3a:visited{color:#252525;text-decoration:none;}.w9#endText.houseJrtt.c1.c1Mh3a:hover{color:#bc2931;}.w9.houseJrtt.c1.c1Mh4{text-align:left;line-height:21px;color:#888888;background:url(//img1.cache.netease.com/house/im g14/housearc1401/hbg04.gif)no-repeat012px;padding:3px02px10px;font-size:12px;}.w9.houseJrtt.c1.c1M.house_under_links{background:none;padding-left:0px;}.w9#endText.houseJrtt.c1.c1Mh4a,#endText.houseJrtt.c1.c1Mh4a:visited{color:#888888;text-decoration:none;}.w9#endText.houseJrtt.c1.c1Mh4a:hover{color:#bc2931;}.w9.houseJrtt.c1.c1R{width:65px;text-ali gn:center;float:right;margin-right:4px;display:inline;font-size:12px;padding-top:4px;}.w9.houseJrtt.c1.c1R.k1{clear:both;width:100%;text-align:center;}.w9.houseJrtt.c1.c1R.k2{font-size:12px;width:100%;display:block;text-align:center;clear:both;margin:0auto;color:#969696;line-height:20px;}.w9#endText.houseJrtt.c1.c1R.k2a,#endText.houseJrtt.c1.c1R.k 2A: visited {color:; text decoration: none;}. W9 u1987 endtext. Housejrtt. C1. C1r. K2a: hover {color: 6535; bc2931;} Ministry of housing and urban rural development: fully implement the online office property home page | house purchase recommendation | property inquiry | house watching group | direct train property Beijing station source: new Beijing Daily responsible editor: Liu Jia

Wang Xiaoyi of Zhuge housing search data research center also believes that because online purchase is not fully accepted by the public at present, although the superposition of no reason to check out reassurance, the short-term impact on the real estate market is limited, and the significance of payment collection for real estate enterprises is not great.

But that doesnt mean theres no point in such marketing actions. Guo Yi believes that some customers with demand will not reach a deal for various reasons at present, but the purchase demand is objective. Who can provide him with better products and services in the current phase of the epidemic. After the outbreak, when his needs are released, the products of that enterprise or institution may be given priority. So at this stage, from the perspective of customer acquisition, it has a positive effect. Only from the performance of the transaction, in the short cycle, it will not show up to the actual transaction number.