“超长黄金周”下的返乡置业：利好齐发托举三四线楼市

Core Insights - The article highlights the increasing trend of "return home for real estate" during the Spring Festival, with various cities implementing promotional activities to attract returning residents to purchase properties [1][2][3] Group 1: Market Trends - The Spring Festival of 2026 is expected to be the longest in recent years, creating favorable conditions for property viewing and purchasing [1] - Online search activity for new homes increased by approximately 17.0% and for second-hand homes by 7.92% during the week following the Spring Festival compared to the week before [1][11] - The phenomenon of "reverse holiday" has contributed to increased activity in first and second-tier city real estate markets [2][16] Group 2: Local Government Initiatives - Various cities, including Jingmen, have launched home-buying seasons and extended housing subsidies to stimulate the market [5][6] - Jingmen's housing subsidy policy has been extended to 2028, offering graduates and multi-child families significant financial incentives [5] - Other cities like Yichang and Xianing have also introduced or extended housing subsidy policies to support returning families [6] Group 3: Promotional Activities - Many regions are hosting real estate fairs and promotional events during the Spring Festival to showcase properties and provide one-stop services [5][7] - In Wuhan, a campaign combining property promotion with local cultural features has been initiated to attract buyers [7] - Cities like Chongqing and Guangdong have organized special events and discounts for returning home buyers, with some projects offering exclusive price reductions [7][12] Group 4: Market Performance - Despite the overall market still being in an adjustment phase, there is a notable demand for properties from returning residents, especially in third and fourth-tier cities [9][12] - In Chongqing, the volume of housing transactions increased by 7.27% year-on-year during the Spring Festival, indicating a positive trend in the market [12][13] - The overall transaction volume in key cities remained stable compared to the previous year, with some cities experiencing significant increases in new home registrations [13][14]