dhibooks Chapter 32 The Price of a Mansion
Chapter 32 The Price of a Mansion
As a commodity, the house is not priced after it is produced, but basically has an estimated selling price when the land is acquired.After the actual acquisition of land, after planning and consultation, the house types on the drawings have not yet been drawn, and the unit price actually requires a more detailed setting plan.
Architects design products based on planning and consulting reports, just like starting to make clothes when they have the size of the clothes.To put it simply, the part of real estate planning and consulting is to predict what kind of houses will be the best-selling in one or two years, and then solidify the apartment type ratio, the highlights of the product that need to be focused on, etc. according to the specific positioning of the project.Let architectural designers be reflected in products.
After the overseas planning and consulting company completed the first round of reports, the positioning of the project as a luxury house was unanimously approved by Qianqiu Bandai Real Estate Company, and they immediately gave the apartment type ratio.Although the construction area of this project is 10 square meters, since it is a luxury house, more than 2 square meters are needed for clubhouses and supporting facilities. It is not difficult to allocate the remaining 8 square meters.
However, after getting this apartment type ratio, various departments of the company, especially the marketing department and other departments had a big difference.
Zhuang Suan was depressed and absent from work for two days, so he had to go back to the office to make a decision about the apartment layout.He didn't dare to slack off at this point, he had to stick to the number of large-scale units. Without such a large-scale unit, how could he make more wasteful space?
The planning company’s proposals have two directions. One is purely high-quality large-scale units. The area of the units in the entire community starts from 400 square meters, and there is no ceiling.The other is to take into account the domestic purchasing power, reduce the size of the units appropriately, and build ordinary large units of 200-300 square meters so-called boutique small luxury houses, which will relatively reduce the total price. big mansion.
From Zhuang Suan's point of view, is there even a need to think about it?It must be a large apartment with an area of more than 400 square meters.He patted the table and said: "Stop arguing, I have the final say on this matter, I will choose a large apartment starting from 400 square meters, and the total number of households in the community will be controlled within 200 households. No matter how many floors the building has, it must be equipped with an elevator. One elevator corresponds to one household, and it is best to make that type of building king, each household has an area of [-] to [-] square meters, one floor per household, two elevators for each household, and one elevator is dedicated to the nannies and workers."
Zhou Fan, director of the design department, felt that what Zhuang Suan said was too true, she was studying in country M
Guo Kebei from the cost department is already a buddha, and she does it anyway. No matter what the design looks like, whether the apartment size is large or small, it is a unilateral cost in her eyes. However, the larger the apartment size, the fewer the overall number of households in the project. Are there fewer basic configurations such as kitchens and bathrooms?Then the expensive kitchen utensils Mr. Zhuang is talking about, tens of thousands of automatic shower facilities, and 10,000+ bulletproof entry doors, etc., will definitely buy a few less sets.Therefore, Guo Kebei thinks it is better to make a large apartment.In theory, it seems that the smaller the number of households, the cost can be saved a little.The cost of civil construction is not expensive, and the expensive ones are decoration and furniture.
Zhuang Suan glanced at the director of the marketing department who was united with him and supported the pursuit of high quality, and said in confusion: "Who is that, Director Kuang, right? Tell me why you don't agree to make large houses? You also personally I’ve seen it before, how can there be any one under [-] square meters? Those small ones are all urban apartments, and the grade is not enough.”
Director Kuang explained with an apologetic smile: "Mr. Zhuang, this matter has to be viewed from two levels. Our project cost is so high, the unit price must be high, and the unit price is high and the size of the apartment is large, so the total price is even higher. I calculated it. I am afraid that the total price is too high, customers will not be able to bear it, and the sales speed will be slow.”
Zhuang Suanxin said that this effect is what he wants, and no one cares about it and can't sell it.But on the surface, he still asked seriously: "How much does Director Kuang think the unit price is appropriate?"
As the director of the marketing department, he has been researching the domestic high-end residential market. Except for the first-tier big cities such as the imperial capital, the Shanghai city, and Shenzhen, he knows the composition of the most expensive house prices and the ratio of apartment types. chest.
Zhuang Suan’s question did not bother him, so Zhangkou quoted the data of recent years, including the rise in future price expectations given by planning and consulting companies. He gritted his teeth and quoted what he thought was a high unit price: The villas only sell for more than 5 square meters. We are not single-family houses, but multi-storey in the city. Even with top-level configurations in all aspects, it is still not a villa. I calculated it and sold it at [-] square meters when it first opened. The price will increase every few months, and when the market closes, it will reach [-] square meters, and the average price of the entire site will be more than [-], which is still achievable in operation.”
The era in the book is equivalent to about 2000 years in the real world,
At this time, who would have thought that ten years later, the unit price of an old and small house in any school district would be 10,000+ per square meter?In those days, a set of unit welfare housing worth tens of thousands of yuan started at 5 yuan as long as there was a school district within the Fourth Ring Road.The most expensive one is Xicheng District. The unit price is more than 10 yuan all the year round. An ordinary three-bedroom apartment in a 20-square-meter high-rise tower building is more than 2000 years old. The community does not even have parking spaces or greening. Rob.Not to mention those luxury houses located in the core of the city, with high-end quality and convenient transportation.
Right now, Director Kwong said that the average price at the closing price could reach [-] square meters, which was actually very courageous under the circumstances at that time.
"If the average price is 4 yuan, the unit area is controlled at about 1000 square meters, and a house is only more than [-] million. This kind of customer has a relatively wide range of customers, and the sales speed can also be increased, and the payment can be quickly paid. Dozens of houses are left If you have a larger apartment, you can digest it slowly so you don’t rush to sell it, and you can wait for the appreciation to earn more.” Director Kuang is an old salesman who has been in the industry for many years.
Ordinarily, Zhuang Suan would not have hired this kind of talent at the beginning, but Director Kuang's resume stated that several actual real estate projects had been unsalable for a long time after Zhuang Suan checked.This luck is really bad, but it is what Zhuang Suan needs most.Sure enough, Director Kwong was afraid that the house would not be sold if the price was too high, and the lessons learned from the past were too shadowy.
Zhuang Suan reassured him: "Director Kuang, don't worry, I think our project should be the top-level mansion. There is no intermediate grade in the middle, and the apartment size of two to three hundred square meters will reduce the overall luxury feeling of our project. Think about it Can people who live in two to three hundred square meters and four bedrooms be the same type of people as people who live in four to five hundred square meters and three bedrooms plus a nanny room? They live together in a community, and the purity of the circle will be destroyed. It may be that your two- to three-hundred-square-meter house was sold, and the four- to five-hundred-square-meter house was too expensive, so no one bought it."
Director Kwong was taken aback.Indeed, according to his previous trading experience, if a community has small and large apartments, unless the proportion of large apartments is very small, the unsalable ones are likely to be large apartments.After all, controlling the total price actually controls the customer base.I thought I could get out 1000 million
Zhuang Suan saw the looseness in Director Kuang's eyes, and hit the rails while it was hot: "So we not only have to set the apartment size above [-] square meters, but also have a higher unit price. We are a well-decorated house! Real materials Renovation costs must be included. A set of hundreds of thousands of foreign imported cabinet systems, automation facilities in the bathroom, and various customized doors, carpets, and lobby decorations in each building door, even fine decoration Underground garage, garden landscape, which one doesn’t cost money? Director Guo of the cost department, how much is the minimum cost budget given by you?”
Guo Kebei fully comprehended the meaning of Zhuang Suan this time, and added those expensive fine decoration costs one by one, and also included the cost of the community itself and the garden landscape of the green space next to it, which was also allocated to the salable area.In addition to having sufficient self-owned funds without borrowing and saving financial costs, other standards including the land price are super high. She silently reported a number: "Mr. Zhuang, the comprehensive unilateral cost of our project includes the land price. The preliminary estimate is Eight thousand eight hundred yuan."
"Does this include the money that may be subsidized for the operation of the park and the operation of the property club in the future?" Zhuang Suan asked carefully.
Guo Kebei calculated again, and raised the price: "If you include those and add some more marketing costs, the cost per party will be about 1 yuan. The total cost of the project is estimated to be one billion yuan."
Everyone present gasped.The opening price of other houses can be sold for more than 1 yuan, which must be the standard for high-end housing.Their project is not the core urban area, the surrounding wilderness, and a piece of farmland to the east, the cost is already tens of thousands, and the price must be higher, but who would buy a multi-storey house with tens of millions of units?
Zhuang Suan nodded. He himself is a designer, and he has privately estimated that the total cost is about one billion yuan, including the one billion yuan already spent on the land purchase, and the other nine hundred million yuan can be spent before the project is completed.
He said to everyone patiently in a rare good mood: "Director Guo, you should control it according to the total cost first. The cost is so high, so the selling price must be higher than the cost. You don't object to this perception, do you?"
Director Kwong said: "That's right, that's why I set the opening price at [-]
Why is it said that real estate is a huge profit industry? This sentence is true in an era when land prices are still very cheap.The gap between cost and selling price is multiplied. A house with a cost of 1 yuan was sold for 3 yuan, which is still a reasonable price.
But after the land price soared, the land cost and the financial cost of the loan became the bulk.The civil construction cost of the house is still several thousand yuan, but the land price has become tens of thousands of yuan per square meter, which leads to a continuous increase in the price of each party, and there is an upper limit on purchasing power. As a result, profit margins continue to shrink.After the golden age of real estate passed, under the severe winter of regulation and control, many real estate enterprises had a pitifully low actual profit margin, and they went bankrupt one after another.
Zhuang Suanxin said that the book is the golden age of real estate, and cheap land is the same as picking up for nothing.If in another ten years, one billion yuan is not enough to even buy a piece of land in the imperial capital, and it will be spent in minutes, how can such painstaking calculations be used to spend the money?
Zhuang Suan made some calculations and came up with a point of view: "Our house should emphasize individuality, and the target customer should be worth at least over 3000 million yuan. After doing the math, a set of top luxury houses in the imperial capital can be worthy of their status. At least [-] to [-] million, right? Regardless of the size, we have one price for one room, depending on the configuration inside and the landscape outside. You can’t just use cost as the basis for pricing. Director Kuang, your department will work hard and wait for the design in the future After the results come out, each household will make a price, taking into account all factors affecting the price. Even if the size of the house is the same, the price must be different on the first floor and the top floor, right? In buildings in different locations, look out of the window The landscape is also different. There are less than [-] apartment types in total, and each must have a unique selling point and personality. Fully excavate them to form a systematic and complete sales plan.”
"Wait, Mr. Zhuang, you are talking about selling a house of 3000 square meters for 5 to [-] million yuan? Wouldn't the unit price become [-] yuan per square meter?" Director Kuang's forehead was covered with cold sweat.Although the total number of households is less than [-], where can I find those [-] customers who are stupid and rich?
Wang Xiaoming, who had just come to the company for an internship for two days, secretly counted the number of people on the list of coal bosses given by her father. There are always a thousand people.This is the capital of the empire. Most of the mines of the coal bosses are in Shanxi and Inner Mongolia. After the development, they either live in the provincial capital or come to the capital to enjoy themselves. Buying a house in the capital is the most respectable.tens of millions of body
Xiao Gao, the administrative assistant, is also thinking that her sister makes travel plans for rich people all the year round, and there are a lot of customer contact methods, especially for many outbound travels that require asset certificates and the like.There are always some target customers who can be regarded as the company.
Bai Youxian planned to communicate more with the flight attendants he knew, and it shouldn't be too difficult to get high-quality customer contact information from Liu Hong.Fortunately, there are less than [-] houses in the project, and by casting a wide net, there will always be enough people.
The three of them secretly had a way to solve the problem, they smiled and kept silent.
Zhou Fan lives in the petty bourgeoisie circle, and he doesn't think it's hard to find rich people at all.Guo Kebei thought that the more expensive the better, otherwise how would he dare to spend so much money?Director Kwong looked around, but no one supported him at all.
Zhuang Suan was even more determined: "Director Kuang, don't worry too much. When the house is built and everyone sees it is a good thing with their own eyes, they will naturally rush to buy it. Besides, didn't I tell you when you joined the job? Those who just need a house are different. I will not use the sales speed to evaluate your performance. You will not be treated badly in terms of salary, and you will not lose your commission when the house is sold in the future. That’s it. The average price is 5 yuan Do it, one room, one price, and give you the right to appropriate discounts. In fact, our projects are so scarce, it's a pity not to sell them more expensive."
Director Kuang replied tremblingly, not daring to refute anything.But in my heart, I thought that the discount could be bigger. A house was priced at 100 million, and it was sold at a discount of 2000 million.People's customers don't even know that your cost price may only be 500 million.The net profit of a house is 500 million. After deducting the sales commission, the total profit of the whole project is [-] to [-] million. The prospect is still very promising.
And according to the current policy, there is no need to wait for the house to be built before selling it.As long as the drawings are submitted for approval, you can apply for a pre-sale certificate first, and even if the regulatory authorities can get through the door, you can carry out publicity before you get the pre-sale certificate.In two or three months, the draft of the drawings will come out. He got these materials and started to lay out and sell them to find customers. By the time the project really started to be built and capped, he had already sold all the houses. It is a qualified sales director.
After the meeting, Zhuang Suan saw Director Kwong's gloomy and stressed face, fearing that he would give up and run away. It's not the end of the year yet, and if he wants to leave, he needs to get the year-end bonus first.Zhuang Suan hurriedly called Bai Youxian over: "Axian, why don't you go and enlighten Director Kuang again? Don't let him go to hell.
Bai Youxian nodded confidently, walked out of the CEO's office, turned around and called Xiao Gao and Wang Xiaoming, and together they went to Director Kuang for a small meeting.Isn't Director Kwong worried about customers?At least they can make a list of rich people first, so as to give Director Kuang a reassurance.
———— There is a small theater for speaking———
The author has something to say: Little Theater:
Zhuang: Director Kwong seems to be in a much better mood, Ah Xian, you are really good at comforting people.
Bai: It's nothing. I just collected the resources of my colleagues in the company and listed the contact information of hundreds of target customers for Director Kuang.
Zhuang vomits blood: Ah Xian, I suddenly feel so sad——.
Bai Anxiety: Do the math, don't worry, although not all of these hundreds of people will buy our project, at least we can sell dozens of sets, and we can earn back a billion yuan.