These knowledge points will not be mentioned today. Let's talk about the caution in real estate terms that developers don't want to say, real estate agents don't want to say, and experts don't want to say.
Floor area ratio: tolerance is great, but no routine is rigid.
The floor area ratio refers to the ratio of the total floor area above ground to the total residential floor area.
If a residential area is 65438+ 10000 m2 and the total floor area on the ground is 30,000 m2, the plot ratio is 3.0.
Represents the comfort of living, and the popular point can also be called living density.
This product is a little thin, unlike deposits, the higher the better. On the contrary, it is a bit like debt. The lower the better.
There is an image metaphor. A chicken nest, as long as 1, 2 chickens, can enjoy the fun when they are full, and run around the city, which is called a villa;
Living with five or six chickens, you have to watch the traffic lights when you walk. It's called a house.
Living with a dozen chickens, you can only twist your waist and do a chicken wing stretching exercise, which is called a small high-rise;
Living with dozens of chickens ... if sardines can't reach their legs in seconds, it's the top floor.
Now I understand why property consultants often boast about how low the plot ratio of the project is, which is comfortable!
But it is not enough to know that the floor area ratio is low. Where is the standard? We should have a spectrum in our hearts.
The general standards of plot ratio are as follows:
0.2 ~ 0.5 for single-family villas; Townhouse 0.4 ~ 0.7; Multi-storey houses (houses) below 6 floors are 0.8~ 1.2.
These are all items with the prefix of "low density" and "villa quality" in the advertising language. Rich people don't get together, they all want to live in peace.
1 1 floor area ratio of small high-rise residential buildings is generally1.5 ~ 2.0; 18 story high-rise residential building is1.8 ~ 2.5; /kloc-2.4~4.5 for residential buildings above 0/9 floors.
Of course, the standard also has flexible space, depending on the location. For example, the high-rise buildings in downtown a few years ago were quite impressive, and I remember it was close to 6.0. The land price is high and the plot ratio is too low to take care of children.
Regardless of the floor area ratio, as long as there is a pre-sale certificate, the official certification is legal.
Friendly reminder: a small high-rise residence, strictly speaking, refers to a house with 7 floors-1 1. In a broad sense, it can only be called a small high-rise if it is below 18. Like a hot-selling property in Luolong District, it is a bit tricky to build a 20-story building and call itself a small high-rise building.
In order to make a better profit, the floor area ratio cannot exceed the government regulations. It is very common to have high-rise and multi-storey buildings (residential buildings) or high-rise and small high-rise buildings, which can effectively balance the overall floor area ratio.
But * * * A plot and a plot can only have one plot ratio. If there are several low-rise buildings, it is unkind to show off how low and comfortable your floor area ratio is.
Green rate: double green clouds, please keep your eyes open.
Knocking on the blackboard: green rate ≠ green rate. They all reflect the greening of the community, but-
A word difference, the consequences are unimaginable. ...
The calculation method of green space rate is strict, and not all places where grass grows are considered green space. The land within/0.5m from the external wall of the building and/0/m from the roadside and the land with a surface coverage depth of less than 3m, whether the ground is green or not, are not included in the green area.
Green rate formula = green area of residential area/planned land area.
The green rate is the abbreviation of "green coverage rate", because all the places with grass are green, and places with vegetation such as tree shadows and hanging gardens will be counted as molecules, so the green coverage rate of the same community is higher than the green coverage rate.
Green space ratio formula = vertical projection area of vegetation/planned area.
Since the greening rate is higher than the green rate, and property promotion is face-saving, guess which "green" will be used for subsidies!
Of course, the inconspicuous part of the exquisite publicity materials should be accompanied by small print: the above is only an advertising invitation, not as a contract.
This also explains why you will wonder after handing over the house, saying that the greening rate is 50%~60%, and where is the greening garden?
Obviously, the green rate is the standard term of architectural planning and design.
Traffic standard: the rate of green space in new residential areas is not less than 30%, and the rate of renovation in old areas is not less than 25%. If it reaches about 40%, it is comfortable. If the rate of Greentown exceeds 50%, it is a garden-like landscape.
Recognition: you can take the test, don't challenge the bottom line!
"XX real estate is grandly recognized, and 10,000 is tens of thousands." This advertisement with the highest appearance rate implies two functions.
First of all, let's understand the source of "recognition". This standard marketing term comes from Taiwan Province Province, the originator of marketing. Those who get rich first have nothing to eat and wonder how to turn straight lines into curves. There are many marketing actions in the middle.
The specific operation is to pay a certain subscription fee first, and then enjoy a certain purchase discount when opening.
The first function of recognition: quickly withdraw some funds and solve urgent needs. Usually refers to not having the qualification for opening, such as before obtaining the pre-sale certificate.
Luoyang was listed many times before, and its management was relatively extensive, and the funds were paid directly to the developers. Now this road is impassable. According to government regulations, it is not allowed to charge any fees without sales qualification. Anyone found will be punished.
So the wind changed to "0 yuan's membership" and "capital verification". Fill in the personal information form, or deposit 65,438+00,000 to 65,438+00,000 in the bank card, indicating the intention to buy a house. These customer information is the database of the project developer.
It is also the second function of identification: to find out the market, to detect the demand of customers for housing, and to find the basis of opening price.
So during the subscription period, how much did you ask? The salesman won't say anything when he is killed. -because they also want to know how much they sell, or they will admit it!
If the 100 suite has 500 customers, congratulations, the opening price should go up.
Now it is said that there is a government price limit, but it is not clear how to implement it. Network information is opaque, and official website can't see what he cares about. Even if he cares, he may not necessarily implement it.
Even if the price reaches the ceiling, as long as the subscription is hot, you can bundle the parking spaces and increase the down payment ratio ... Once the real demand is locked, it will basically be "artificial chopping block, I am a fish".
The subscription amount is equivalent to the earnest money, which can definitely be refunded. Because there is no worries, my friend checked the funds in one breath when buying a house and saved more than 100,004 projects. Just to wait for the opening price to see the cost performance. This comprehensive subscription behavior may cause a price bubble.
As a result, the house was not bought because of the change in the purchase plan. However, due to the unsatisfactory recognition effect, one of the buildings with capital verification agreed to open two months later, but it was delayed again and again, and the money was not unfrozen for several months (although the money was in its own account, the developer would "freeze" the funds in the background and "unfreeze" it if he wanted to withdraw money), and finally the relationship was settled.
However, it is wrong to say that recognizing funds is a pit. After all, there are still promised discounts. If you don't recognize the fund, if you really want to buy a house without a discount, you can only sand sculpture.
You still have to recognize your favorite house and be rational.
Openness: Without marketing, it is not openness.
When I first entered the business, I often chased my predecessors to smash the casserole and finally asked questions. What is the opening ceremony for?
Sell the house! -the sales department didn't pay the deposit, and even the area was chosen. Why should everyone get together to do it? Don't bother!
No trouble, no trouble ...
Then I was too busy to talk to me. As a result, the meaning of the opening once became a mystery in my heart.
After numerous opening baptisms, I finally figured it out.
Life needs a sense of ceremony.
In fact, we have always been subject to rituals, but we rarely realize it.
Every link in the process of buying a house is creating a sense of ceremony bit by bit.
The opening is the climax in the marketing chain.
Get the pre-sale certificate and you can sell the house in a justified way. Whether you sell one set or two sets separately, whether you buy or not. However, how can this level of selling sweet potatoes on the street enter the eyes of real estate?
For pillar industries, there is no marketing and no opening. An opening is enough to make you unforgettable in your life.
Create a sense of urgency from the countdown of WeChat single map; Long queues at the scene, shaking the number on the big screen, emphasizing the sense of scarcity; Choose a house within a limited time, pay a deposit and sign a contract to create a sense of solemnity; Exquisite refreshments and cold meals are dotted with pleasure; The lottery draws gifts, which enhances the sense of honor. ...
This action, it is a sea of people, gongs and drums, in one go. You can't help feeling that "ten years in the same boat, a hundred years in the same boat"! -being forced to buy, this is life!
With the upgrading of marketing concept and IT technology, forms such as night opening and WeChat opening emerge one after another.
It used to be divided into two phases, and then a building was opened.
When the Eight Immortals cross the sea, they don't stick to one pattern. No matter how "hot" appears or how they come, they must constantly maintain and refresh the time record of "liquidation". In any case, the purpose is to strengthen the sense of ceremony, add points to the property and brainwash customers.
Of course, there is nothing wrong with this. After all, this is an era when even WeChat merchants who make masks are thinking about how to market customers. If an industry is willing to make you a routine, at least it means it is serious, which is better than ignoring market demand and customer experience. (Text/Zhao Hanqing)