先住一个月再买房？房地产营销“卷”出新花样

Core Viewpoint - The real estate market is shifting towards experiential sales models such as "try before you buy," reflecting a transformation from rigid ownership to quality experience in housing consumption [1][2][3] Group 1: New Sales Models - The "try before you buy" initiative allows customers to pay a deposit of 100,000 yuan to experience living in a property for one month before making a purchase decision [1] - In Wuhan, a similar program allows for a trial period of up to one year, where customers can pay 20% of the down payment and have the option to withdraw if unsatisfied, with a deduction for trial fees [2] - The introduction of a "7-day no-reason refund" policy in Hunan aims to enhance the purchasing experience, allowing buyers to withdraw their deposit within seven days of signing [2] Group 2: Market Dynamics - The emergence of these new sales models is a response to the pressures faced by developers in a deeply adjusted real estate market, where quick sales and cash flow are critical [3] - The competition in the industry has shifted from speed and scale to product quality and customer service, highlighting the importance of innovative marketing strategies [3] - Research indicates that the real estate sales model is evolving from a pre-sale system to an experiential sales approach, emphasizing the need for developers to attract hesitant buyers and improve communication opportunities [3]