The housing boom is coming, and property sales are迎“spring”

This article is translated from: Jin Wan Bao

Tonight’s Real Estate Original

The surge in home buying is coming; property sales welcome “springtime”

Recently, after experiencing seasonal adjustments due to the Spring Festival holiday, the real estate market welcomed a significant “warming” trend in mid-March. With the policy orientation of the 2026 National Two Sessions focusing on “stabilizing the real estate market,” the long-suppressed housing demand is being released in an orderly manner. Various property projects are seizing the market window, transforming their marketing strategies from the traditional “waiting for customers in the sales office” to “all-dimensional services,” and a “springtime” battle centered around product strength and trust rebuilding is underway.

A marketing head of a property project stated that during this transitional season, the “springtime” of the real estate market is already becoming apparent. Although it has not arrived with great fanfare, real estate companies that focus on product depth, refine services, and resonate with customers have gained a sales advantage in certain markets. Recently, there has been a noticeable increase in homebuyers visiting sales sites, with the “demand focus” in the home buying surge mainly reflected in core city products leading the way, driven by both first-time and upgrading demands.

It is understood that, faced with intensified market differentiation and elongated customer decision cycles, perceptive real estate companies no longer passively wait but instead take the initiative to strike, extending their marketing battleground from sales offices to the cloud and communities. Some companies have elevated their marketing competition by shifting from selling houses to selling lifestyles, moving from one-sided presentations to two-way engagements. At the routine marketing level, in response to the current customer decision-making model of “bringing friends and family and using a magnifying glass” to view properties, the underlying logic of marketing strategies has begun to undergo profound changes. Forward-looking projects with marketing experience have started to incorporate “decision-making support tools,” developing mini-programs that allow homebuyers to input family structure, budget, and needs, automatically generating comparison reports of matching properties for family members to note their opinions. Marketing personnel have also transformed from mere “feature explainers” into “product experience officers,” showcasing advantages during property viewings while proactively addressing concerns from the elderly about age-friendly designs and housewives’ scrutiny of storage space, winning trust through a “no shortcomings” comprehensive experience.

Industry insider Wang Huaichong believes that in this round of home buying boom, the focus of housing demand is very clear, with keywords such as core cities, prime locations, quality products, and guaranteed amenities sketching 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 implementing “housing quality improvement projects and property service quality enhancement actions,” signaling clearly that the real estate market has entered the “product-centric” era. The “spring” of the real estate market in 2026 shows significant structural characteristics, with truly product-driven “good houses” seizing opportunities in this recovery phase. 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, inventory, and quality” means that for homebuyers, whether first-time or upgrading, the core logic is shifting from “can it retain value and appreciate” to “is it suitable for self-occupation and does it have quality amenities.”

A senior executive from a real estate company stated that homebuyers’ journey from “having a place to live” as a basic guarantee to “having a quality residence” as a pursuit of excellence, and then to “having a joyful living” as a spiritual aspiration, has clearly pointed the direction for industry transformation in the construction of “good houses.” While first-time homebuyers are actively entering the market, upgrading demand continues to be an important driving force in this round of home buying surge.

Reporter: Yang Weidong

The images are for reference only.