There are still 23 days left for the annual target sprint for housing enterprises. By the end of November, more than 60 percent of housing companies had reached the target completion rate of more than 90 percent, but about 40 percent of them are still on the way to achieving THEIR KPIs, according to data from Kriktrin Research Center. This year, due to the impact of the epidemic, the real estate enterprises’ performance report card is not as good as that of last year. The annual target rate and the number of enterprises that have fulfilled the target ahead of schedule have both dropped significantly compared with the same period last year. Xiao Hui (not her real name) is a project marketing manager for a Real estate company based in Guangdong province. On Dec. 6, he told Time that his projects in third – and fourth-tier cities had cut prices three times so far this year. Xiao Hui explained that the first price reduction was the use of nationwide marketing during the epidemic, online discounts for house purchases; The second cut was during the National Day period when the unit price of nearly 8,000 yuan per square meter was reduced to about 7,300 yuan per square meter. At present is the third price reduction, mainly buy a house to send parking and furniture.
In fact, his project has been replaced by three marketing directors this year. Ms. Xiao said another building in the same area was selling only single-digit units a month, and at current inventories, it would take 25 years to wind up. Price reduction promotion effectiveness weakened, housing enterprises began to company internal profit. Recently, many real estate enterprise personages said to time weekly reporter that the industry bid farewell to the era of excessive profits and entered the stage of refined management. With profits down, enterprises have been strengthening cost control and reducing administrative costs to survive the cold winter. On December 7, Zhang Bo, director of 58 Residential Housing Production Research Institute, told The Times reported that this year’s large real estate enterprises to adjust the probability of organizational structure. Enterprises will strengthen the manpower ratio in key regions through the adjustment of organizational structure, and at the same time, they will simultaneously consider specific strategies to reduce debt. Personnel optimization and even layoffs may even be more aggressive in some regions Spark Global Limited.
Accelerating sales differentiation In the early morning of December 5, Xiao Hui was still busy with her work. All the work such as statistics of sales channels, activity report, and sales report took up the whole weekend. Since this year, the three or four-line property market is cold, Xiao Hui and her team such as the enemy. Data from the China Index Academy shows that so far this year, the growth in the third and fourth-tier cities has narrowed the most. In the third quarter, the growth rate of the third and fourth-tier representative cities was 1.06%, which narrowed by 2.27 percentage points compared with the second quarter. “Reporting leaders now pick out problems, but it comes down to the market.” The market downturn has also led to personnel turmoil, says Ms. Xiao, whose project has had several department heads replaced. If the KPI is not achieved in the quarterly assessment, the overall situation of marketing is quite dangerous. The total life cycle of some marketing is only 3-4 months, shorter than that of grassroots employees. “The market is such that performance and year-end bonus fluctuate too much, so it’s more realistic to talk about salary,” Xiao admits that she plans to make it through the end of the year, but this time she doesn’t want to talk about her performance or year-end bonus, just how much salary she can get each month.