La vague d'achat immobilier arrive, les ventes de logements connaissent un « printemps »

本文转自：今晚报

今晚楼市原创

置业潮来袭 楼盘销售迎“阳春”

Recently, after the seasonal adjustment following the Spring Festival holiday, the real estate market welcomed a significant “warming” trend in mid-March. With the policy direction of the 2026 National Two Sessions focusing on “stabilizing the real estate market,” the long-suppressed demand for home purchases is being released in an orderly manner. Various property projects are seizing the market window, shifting their marketing strategy from the traditional “waiting for customers” to “full-dimensional services,” launching a “spring” campaign in the real estate market centered on product strength and rebuilding trust.

The marketing manager of a certain property project stated that in this season of fluctuating temperatures, the “spring” of the real estate market is already becoming evident. Although it has not arrived with great fanfare, those companies that have deeply cultivated their products, refined their services, and resonated with customers have already gained an advantage in sales in local markets. Recently, there has been a noticeable increase in homebuyers at sales sites, with the “demand focus” in the buying frenzy primarily reflected in core city products leading the way, driven by both first-time and upgrading demands.

According to reports, in the face of a worsening market differentiation and lengthening decision-making cycles for customers, keen-sensed real estate companies are no longer passively waiting but are taking proactive actions, extending the marketing battlefield from sales offices to the cloud and community. Some real estate companies are elevating their marketing to new heights, shifting from selling houses to selling lifestyles, and from one-sided presentations to mutual engagement. In regular marketing, in response to the current decision-making model where customers come with friends and family, armed with a magnifying glass, the underlying logic of marketing strategies is beginning to undergo profound changes. Visionary and experienced property projects are starting to introduce “decision-making support tools,” developing mini-programs that allow buyers to input family structures, budgets, and needs, automatically generating comparison reports of matching properties for the whole family to review. Marketing personnel are also transforming from mere “feature explainers” to “product experience officers,” not only showcasing advantages during property viewings but also proactively addressing concerns about elderly-friendly designs and storage space preferences, winning trust through a “no shortcoming” comprehensive experience.

Industry insider Wang Huaichong believes that in this round of buying frenzy, the focus of housing demand is very clear, with keywords such as core cities, prime locations, quality products, and reliable supporting facilities outlining the most authentic “spring” picture of the real estate market in 2026. The government work report has for the first time elevated the orderly promotion of safe, comfortable, green, and smart “good houses” to a prominent position, along with the implementation of “housing quality improvement projects and property service quality enhancement actions,” releasing a clear signal that the real estate market has entered the “product-oriented” era. The “spring” of the real estate market in 2026 presents significant structural characteristics, with truly strong “good houses” seizing the opportunity in this round of recovery. The focus of housing demand is highly concentrated in prime locations of core cities, with first-time buyers and upgrading demands forming a “dual drive,” as the market undergoes a profound transformation from “scale expansion” to “quality empowerment.” Systematically building a new model of real estate development around the three pillars of “safety, stock, and quality,” for homebuyers, whether first-time or upgrading, the core logic is beginning to shift from “can it retain or increase value?” to “is it suitable for self-use and does it have quality supporting facilities?”

Some senior executives of real estate companies have stated that homebuyers are evolving from basic guarantees of “having a place to live” to the quality pursuit of “having a good home,” and further to the spiritual aspiration of “having a joyful living,” indicating a clear direction for industry transformation through the construction of “good houses.” While first-time buyers are actively entering the market, upgrading demand remains an important driving force in this round of buying frenzy.

This edition’s reporter Yang Weidong

The image is a stock photo.