In order to promote sales, price reduction has become a common measure used by developers; at the same time, in order to stabilize the market, relevant departments have also given clear regulations on the rate of rise and fall of house prices.

At the moment when the demand in the real estate market is yet to recover, the two sides will inevitably start a game.

　　Recently, the news that "30% of the down payment is only 300,000 yuan in Xincheng Jinyue Garden, Longgang District, Shenzhen, and the developers don't have to pay back 600,000 yuan" has spread across the circle of friends in Shenzhen.

　　On February 17, the reporter received a promotion call from a real estate agency, who said that the total price of a 78-square-meter apartment in Xincheng Jinyue Garden is 2.95 million yuan, with a 30% down payment of about 900,000 yuan, and the buyer only needs to pay 300,000 yuan. You can sign the contract with the down payment, and the remaining 600,000 yuan down payment will be presented by the developer.

　　Xincheng Jinyue City is located in Longgang Street, Longgang District.

According to the official website of the Bureau of Housing and Urban-rural Development, the size of residential units is about 78-115 square meters, the average price is 39,400 yuan/square meter, the unit price range is about 36,000-42,000/square meter, and the total price range is about 2.83-4.85 million/unit. It is a proper just-needed disk.

　　However, sales of the project are not optimistic.

The first and second phases of Xincheng Jinyue Garden project will be launched in March and July 2022 respectively.

Up to now, about half of the houses in the first phase have been filed, and there are more houses for sale in the second phase. There are 490 houses for pre-sale, and only 17 houses are in the state of filing or signing the subscription, and all the rest are " "off-plan houses for sale", that is to say, in more than half a year, the sell-through rate of the second phase of the project was only 3.5%.

　　"Under the multiple influences of the market, industry, and the epidemic, the sales of the project have been sluggish. In order to promote sales, the project has formulated a price promotion strategy for some houses." Xincheng Jinyue Garden explained in its statement released on February 19 the reason for the promotion.

　　Attractive prices have attracted a large number of homebuyers.

Judging from the video posted on the Internet, the Xincheng Jinyue Garden project site was crowded with intermediaries and buyers who came to view the house. The above-mentioned intermediary said that on February 17th, because of the strong discount, the project business was very good. More than 70 suites were sold.

It is worth noting that while the project was selling well, there were many people who raised signs to "check out" at the sales site. According to the above-mentioned intermediary, the buyers who bought the project before only enjoyed a discount of 300,000 yuan in down payment, so they arrived "Trouble" at the scene.

　　After a short period of enthusiasm, the project's sales work pressed the pause button.

"I go to work normally today, but I can't inspect the house." On February 20, the reporter called the sales consultant of Xincheng Jinyue Garden as a house buyer. When he learned that the reporter's demand was for viewing the house, the sales consultant hurriedly hung up. phone.

　　"Low down payment is expressly prohibited. Sending 20% ​​down payment is equivalent to lowering the filing price privately. On the 17th, Xincheng Jinyue Garden began to promote the discounts for house purchases. On the 18th, we investigated and dealt with it." On February 20, the reporter was a house buyer. Interviewed the staff of Shenzhen Longgang District Housing and Urban-Rural Development Bureau, who told China Business News that the project has been investigated and dealt with by relevant departments because it disrupted the market.

　　The staff member explained that according to the regulations of Shenzhen, when developers sell new housing products, the selling price cannot be higher or lower than 15% of the registered price, that is to say, the minimum discount of the selling price is 15%.

According to the promotion of Xincheng Jinyue Garden, the real estate with a total price of 3 million yuan has a discount of 600,000 yuan. Make a petition.

"A large part of the reason why there is a record price is that in order to stabilize the market, the relevant departments cannot adjust the price at will." The staff member added.

　　For being found out this time, the developer defended himself.

The Xincheng Jinyue Garden project stated in its statement that it only targets some housing sources of 78 square meters to 115 square meters.

Promotional discount news of less than 15% off such as "down payment of 300,000 yuan for a project in Longgang" and "600,000 yuan for developers" are misinterpreted by some brokers in the channel.

Since 18:00 on February 17, 2023, the Jinyue Garden Project Marketing Center has suspended receiving customers, and internally rectified the ambiguous propaganda caliber of the channel company.

　　It is worth noting that on August 11, 2022, the sales of this real estate were temporarily suspended due to the promotion of "zero down payment".

The promotional content at the time showed that the buyer only needs to pay a deposit of 100,000 yuan, and then the bank designated by the developer will lend 1 million yuan to the buyer without interest. , 50,000 every six months in the last year.

At noon of the same day, most of the houses in Xincheng Jinyue Garden were "locked by the branch office" and could not be sold normally.