不愁卖的杭州豪宅，如今也开始"撒网捕鱼"了。 近日，杭州多个高端楼盘启动渠道分销和全民营销，其中不乏总价千万级的豪宅项目，为了加速去化， 更有楼盘不惜重金求客。市场消息称，这些项目中，分销佣金最高达到20万元/套，全民营销最高可获8 万元奖励。 多名杭州房产中介向时代财经证实了这一情况。房产中介李明透露，目前杭州主城区总价1000万以上的 住宅项目中，启动分销的占比不到50%，"但相比10月份之前，确实多了不少。" 渠道分销指的是开发商将楼盘的部分或全部销售任务，委托给第三方销售机构或中介渠道进行销售，并 按成交结果向开发商收取佣金；全民营销一般指开发商鼓励社会公众向楼盘推荐客户，成功促成交易后 给予推荐人相应奖励，但豪宅领域的"全民营销"，更多是指高净值人群之间的转介，或豪宅项目之间的 客户互荐。 渠道分销与全民营销在刚需楼盘中较为常见，但在高端尤其是豪宅市场，这类做法向来罕见。为了维护 项目的稀缺调性，豪宅往往倾向通过圈层活动与口碑传播来精准触达目标客群，而非通过中介渠道或全 民营销迅速走量。 资深豪宅销售林翰表示，在常规的认知当中，"除非最后不好卖，豪宅项目才会启动渠道"。 今年上半年，杭州买家仍在加速 ...

Core Viewpoint - Zhongshan is launching a marketing initiative aimed at attracting more Hong Kong and Macau residents to purchase real estate, leveraging public networks for referrals and offering cash rewards for successful recommendations [3][4][6]. Group 1: Marketing Initiative - The Zhongshan Housing and Urban-Rural Development Bureau has initiated a marketing campaign from September 17, 2025, to March 31, 2026, targeting the Hong Kong and Macau market [3]. - The campaign allows individuals to earn a cash reward of 1% of the purchase invoice amount for successfully referring Hong Kong and Macau residents to buy new properties in Zhongshan, with real estate companies offering an additional 2% reward [3][4]. - This initiative aims to break traditional real estate sales models by expanding the referral network to the general public, thus increasing property sales [3][6]. Group 2: Property Market Context - Zhongshan has historically been a popular destination for Hong Kong and Macau residents to purchase property, with over 25% of these buyers choosing Zhongshan over other cities [4][9]. - The average price of new homes in Zhongshan was reported at 12,200 yuan per square meter in August, with a total area of 118,900 square meters sold, reflecting a year-on-year decline of 19.28% in transaction volume [7][8]. - The current market conditions show a decrease in both transaction volume and price, with a prolonged sales cycle of 31.34 months [7][8]. Group 3: Buyer Demographics and Trends - The primary motivation for Hong Kong and Macau residents purchasing property in Zhongshan is for retirement or personal residence rather than investment [10][13]. - Since the resumption of cross-border travel, there has been an observed increase in interest from Hong Kong buyers, with many seeking properties for long-term living [10][11]. - The marketing initiative is expected to enhance the appeal of Zhongshan to potential buyers, but long-term success will depend on the city's ability to maintain its attractiveness as a livable city [13].

Core Viewpoint - Zhongshan is launching a marketing initiative targeting Hong Kong and Macau residents to boost real estate sales, leveraging public networks for referrals and offering cash rewards for successful transactions [3][4][5]. Group 1: Marketing Initiative - The Zhongshan Housing and Urban-Rural Development Bureau has initiated a marketing campaign from September 17, 2025, to March 31, 2026, aimed at encouraging referrals from the public for property purchases by Hong Kong and Macau residents [3]. - Successful referrers will receive a cash reward of 1% of the purchase invoice amount from the bureau and at least 2% from the real estate companies, totaling a minimum of 3% [3][4]. - For example, if a referrer successfully recommends a property purchase worth 1 million yuan, they could earn at least 30,000 yuan [4]. Group 2: Market Context - Zhongshan has historically been a popular property destination for Hong Kong and Macau residents, with a significant portion of the population having ties to Zhongshan [4][13]. - The average price of new homes in Zhongshan was reported at 12,200 yuan per square meter in August, with a notable decline in transaction volume and price compared to previous periods [9][10]. - The market has seen a 19.28% year-on-year decline in transaction area, indicating a challenging environment for real estate sales [9]. Group 3: Buyer Demographics and Trends - The majority of property purchases by non-local residents in Zhongshan are made by Hong Kong and Macau residents, who account for over 18% of the total purchases [16]. - The primary motivation for these buyers is not investment but rather retirement and personal residence [16][14]. - Following the resumption of cross-border travel, there has been an observed increase in interest from Hong Kong buyers, with many seeking properties for retirement [14][15].

近年来，随着房地产市场出现调整，中山市商品房成交量和房价也有所下降。市场数据显示，今年8月 中山一手房网签面积合计11.89万平方米，网签均价每平方米1.22万元，同比下降5.54%，环比上涨 7.22%。另据乐有家研究中心数据，8月中山卖得最贵二手房，是一套位于东区万丽豪庭的约140平方米 的房源，成交单价为每平方米17832元。此外，上周中山门店新房看房量环比大涨57%，冲至今年第二 高位，仅次于"五一"黄金周。 有香港购房者对记者表示，交通便捷促使更多香港居民将购房目光投向大湾区其他城市。"现在深圳和 中山的公共交通也很方便，从前海坐跨市公交到马鞍岛就一个小时，我们经常先到深圳吃个饭逛一下 街，然后再坐大巴车回中山。"这位香港购房者还表示，早在30多年前，中山就吸引了大量港澳居民前 来买房，所以香港购房者一直对中山楼市持有较高的关注度。 与此同时，在2025年9月17日至2025年10月31日期间，对所有在中山购买新建商品住房的购房人（不限 制户籍，不限制就业），在缴纳契税后实施梯度奖补。其中，对购房人属于经市委人才工作领导小组审 定的顶尖人才、国家或省重大人才工程入选专家、《中山市新时代人才高质量发展 ...

Core Viewpoint - Zhongshan is launching a marketing initiative aimed at attracting more residents from Hong Kong and Macau to purchase properties, utilizing a commission-based referral system to incentivize the public to promote real estate sales [1][3]. Group 1: Marketing Initiative - The Zhongshan Housing and Urban-Rural Development Bureau has initiated a marketing campaign for the Hong Kong and Macau market from September 17, 2025, to March 31, 2026, expanding the scope of the "New Zhongshan People Settle in Zhongshan" program [1]. - The referral system allows individuals to earn a cash reward of 1% of the purchase invoice amount (pre-tax) from the Zhongshan Housing Bureau, while real estate companies are expected to provide at least 2% (pre-tax) [1]. - Successful referrals can earn a minimum total of 3% cash reward; for example, a referral for a property worth 1 million yuan could yield at least 30,000 yuan [1]. Group 2: Market Context - Zhongshan has historically been a popular city for Hong Kong and Macau residents to invest in real estate, with over 380,000 residents from these regions recorded in 2005 [2]. - The city offers lower housing costs compared to Shenzhen and Zhuhai, along with cultural similarities and improved transportation links, making it attractive for non-Zhongshan residents from Hong Kong and Macau [2]. - In August 2023, the average price of new homes in Zhongshan was 12,200 yuan per square meter, with a significant drop in transaction volume and price compared to previous periods [5][6]. Group 3: Market Dynamics - The overall market in Zhongshan is experiencing a decline in both transaction volume and prices, with a notable increase in the de-stocking cycle [6]. - The new policy is expected to stimulate transactions during the traditional peak season, as developers offer discounts and buyers are gradually releasing pent-up demand [6]. - Despite the downturn in the real estate market since 2021, interest from Hong Kong residents has increased following the resumption of cross-border travel, with many seeking properties for retirement or personal use [9][10]. Group 4: Future Outlook - The Zhongshan Housing Bureau has implemented various policies to attract Hong Kong and Macau buyers, including free services and promotional offers [10]. - The long-term success of attracting these residents will depend on Zhongshan's ability to enhance its livability and provide quality housing options [10].