● Our reporter Qiao Xiang and Li Mengyang
"I sold another set in the afternoon," a salesperson of a new project in Songjiang, Shanghai told China Securities News.
On May 18, during a field visit to several real estate projects in Shanghai, the reporter found that after the introduction of the new policy in the property market, with the help of the "old for new" activity, many new sales offices in Shanghai were crowded, and the number of on-site consultations increased significantly, and the activity increased.
Demand for convenient transaction activation
On May 3, the Shanghai Real Estate Industry Association and the Shanghai Real Estate Brokerage Industry Association jointly proposed to launch the "old for new" activity of commercial housing in Shanghai, which is mainly aimed at residents who plan to sell second-hand houses and purchase new houses.
More than 20 real estate development enterprises and nearly 10 real estate brokerage agencies participated in the first batch of initiatives. At present, on the official channel of this activity Alipay "Leju for new purchase" applet, the information of the first 10 new disks participating in the activity has been disclosed. It is reported that more than 20 new projects are expected to participate in the event.
"In addition to a large number of online and offline consultations, customers have successively paid deposits to lock up the housing supply." As one of the participants in the "old for new" activity, the sales staff of a new project sales office located in Pudong Xinchang, Shanghai told reporters, "Intentional customers first select new houses, then sign contracts with developers, and at the same time pay deposits ranging from 50000 yuan to 200000 yuan to 'lock up' the houses. The cooperative real estate intermediary will spare no effort to provide customers with old house sales services. After the old house is sold within a certain period of time, the deposit for the new house will be converted into the down payment for the new house. " If the old house is not sold within the time limit, you can unconditionally "check out and refund".
"I just got married last year, the house is a little small, and I want to replace a larger three bedroom house." At the sales office of a new project, a citizen told reporters that this activity has provided great convenience for groups like him.
"The launch of the event has provided convenience for replacement customers in two aspects: one is to lock up the new house with a small amount of money; the other is to further improve the transaction convenience by selling old houses through cooperative intermediaries." The salesperson of a new project located in the central area of Puxi, Shanghai believes that the "old for new" policy can activate the demand for replacement.
Many customers came to inquire
The reporter learned from several new sales offices participating in the "old for new" activity that the policy has played a certain role, attracting a certain number of replacement customers to "trade in the old for the new".
At 10:00 on May 18, the reporter came to the sales office of a new project in Songjiang, Shanghai, and found that many customers had consulted on the spot. "There are a lot of customers coming for consultation, mainly improvement customers. I have signed two customers here and locked in two sets of houses." The salesperson said, "There is no discount in terms of house prices. The exclusive benefits are mainly based on the customer's payment cycle to give certain parking space concessions, property fees concessions, etc."
The transaction chart displayed by the salesperson shows that on the day of the launch of the "old for new" activity on May 3, 3 of the 16 houses of the project have been sold (locked).
The above new projects in Shanghai Pudong Xinchang also attracted many exchange customers to come for consultation. "The bottom line of the 'old for new' activity is superimposed with preferential policies, which is really attractive on the whole." The salesperson of the project introduced to the reporter, "The discount includes the linkage with the second-hand housing transaction, that is, a discount of 1% of the total price of the second-hand housing sold by the replacement customer. For example, the customer's second-hand housing sold 3 million yuan, and can enjoy a discount of 30000 yuan when signing the new housing contract, with a ceiling of 60000 yuan. ”
The landing effect still needs to be observed
In the replacement process, as an indispensable part, the real estate intermediary is crucial to the final "trade in the old for the new".
"If a customer buys a house here, its second-hand house will be listed on the cooperative intermediary platform at the same time, and the intermediary will provide certain special discounts, including consulting services, discount and exemption of intermediary fees," the general manager of a new project in Fengxian, Shanghai told reporters.
It is reported that the intermediary agencies participating in this activity will "promote and give priority to the sale of the old houses of the replacement customers throughout the city", and will give certain exclusive commission concessions in the transaction process of second-hand houses.
"According to the past transaction process, in order to promote a quick transaction, many customers will purchase additional 'Haozan' services to get streaming, with prices ranging from 6800 yuan to 9800 yuan." A salesperson of an intermediary store located in Taopu Road, Putuo, Shanghai told reporters that in this "old for new" activity, cooperative intermediaries can provide varying degrees of streaming discounts for replacement customers.
It is worth mentioning that the reporter learned that compared with ordinary second-hand housing transactions, intermediary business personnel will have additional performance bonus to facilitate "serial orders".
A real estate agent told the reporter that for replacement customers, on the one hand, he would do his best to help them "sell the old", on the other hand, he would actively recommend the new cooperative market "trade the old for the new", and help customers to strive for additional concessions in the process of trade in. "There will be a commission for helping customers sell an old house. After successfully recommending a new house and closing the deal, they will get an additional commission from the developer."
Some salespeople said that "old for new" is based on the premise of selling old houses. At present, there are few customers who follow the complete replacement process, and the final implementation effect of the "consignment" model needs further observation.
In the opinion of Ding Zuyu, the chairman of Kerui Group, "trade in the old for the new" can help the replacement customers to sell houses quickly, reduce the purchase cost of buyers and improve their willingness to buy houses. In the current replacement chain, the core is still how to quickly "sell the old". If you want to achieve obvious results from point to area, you still need to mobilize multiple resources.
