Financial Services Association, July 31 (Reporter Wang Haichun) Against the backdrop of intense pressure on sales, a project in Dongguan recently launched a “buy one, get one free” campaign to speed up the return of capital.

Located in Wanjiang District, Dongguan, this property is an oversized project covering residential, hotel, office, commerce and school.

The real estate consultant told the reporter that if you buy a property participating in the Dongguan project, you can get an apartment in another property in Huizhou developed by the company, but this “buy one get one free” is limited to large properties of 140 square meters or more.

“The donated apartment in Huizhou has an area of about 40 square meters. It is also a house with 70 years of property rights. The property is currently a pre-existing property. The campaign is expected to continue in August, and there is no clear timeline for when this promotion will end.” The real estate consultant said.

In the interview, the reporter discovered that the “buy one get one free” for the large housing described above is only one part of the real estate's price tag and implementation of the promotion strategy.

According to information, the unit sales price of the large housing units mentioned above in the Dongguan project has not changed; instead, the “buy one get one free” method is used to adjust the price in disguise; although the small housing units in the project did not participate in this “buy one get one free” campaign, the price of small to medium housing units was directly lowered. Compared with the previous one, the sales price of some properties has dropped quite a bit.

“Large-scale properties with a size of 140 square meters or more participating in the 'buy one get one' have remained unchanged at an average price of 0.035 million yuan/square meter since opening; the total value of the house given away in Huizhou is almost 0.5 million yuan, and the price may vary depending on the area, floor and apartment type. However, the current price of the **** meter and 105 square meter apartment types in the Dongguan project is around 0.026 million/square meter, and the unit price for a 122 square meter property is about 0.031 million yuan/square meter.” The aforementioned real estate consultant said.

According to Fangtianxia data, the average sales price of the project in March of this year was 0.036 million yuan/square meter, which dropped to 0.035 million yuan/square meter in April. Currently, the price shown by the platform is still 0.035 million yuan/square meter.

According to the real estate consultant, although some of the properties in the project did not participate in the “buy one get one free” campaign, the price of this part of the property was adjusted quite a bit. Compared with the previous sales price of 0.026 million yuan/square meter, the unit price almost dropped by about 0.01 million yuan/square meter.

Regarding the launch of a buy-one-free campaign for this property in Dongguan, Li Yujia, chief researcher at the Guangdong Housing Policy Research Center, pointed out to reporters that previously, housing enterprises sent property fees, furniture and appliances, decoration, group purchases, and tens of thousands to tens of thousands of discounts and promotions have become common. Special offers have become inclusive. Many companies are doing this, and many buyers can sense this kind of discount. In a situation where the motivational effect of general concessions from buyers is weakening, housing enterprises need to adopt stronger preferential policies; the “buy one, get one free” strategy is very attractive, can gather traffic and visitors in a short period of time, and helps convert this visitor into a portion of actual purchasing power.

Yan Yuejin, research director of Yiju Research Institute, also believes that from a narrow perspective, this is a marketing method for housing enterprises. From a broader perspective, this move shows that developers are facing significant inventory pressure.

Judging from market changes, in July, housing enterprises had to step up their marketing efforts as property market transactions began to weaken.

Li Yujia told the reporter that judging from the data it has monitored, as of July 30, the commercial housing transaction area in 30 large and medium-sized cities decreased by 23.6% month-on-month, and the land transaction area in 100 large and medium-sized cities decreased by 20.8% month-on-month, all of which increased from the previous month.

“At the same time, housing price performance is still weak, and market expectations are weakening. In this context, developers have begun to step up their marketing efforts by increasing preferential interest rates and increasing enough dividends that can be given to buyers, because promotions can only attract the attention of buyers until they are stronger than before.” Li Yujia said in an interview with reporters.

“On the one hand, direct price cuts may face pressure at different levels. The 'buy one get one' approach reduces the pressure of direct discounts and price cuts. On the other hand, the idea of getting one free apartment is very appealing and has a significant impact on boosting sales.” Yan Yuejin said.

Analysts believe that the operation method of delivering an apartment is relatively cost-effective for developers as a whole.

“Currently, the price of many apartment products with a poor living experience has dropped drastically compared to the initial price, and some projects have even been discounted by 50% or more. Furthermore, as investment demand wanes, buyers who remain in the market pay more attention to the real sense of living. Products with a small area, such as apartments, can easily become abandoned products in the current market. As a result, developers can not only cash out small-apartment products, but also speed up the rate at which homes are sold through promotions such as buying homes, delivering apartments, and making huge discounts, which can be described as a blessing.” Li Yujia added.