During the Chinese New Year of the Horse, in a sales office located in Pazhou, Guangzhou, a continuous stream of citizens came with their families to view properties. Some discuss the spacing between buildings and garden layout around the sand table, some sit on the sofa in the model room to feel the spatial scale, and some pull the property consultant to consult the school district, property management and other details in detail. Since the third day of the lunar new year, the number of people coming to see the building has gradually increased. ”Real estate consultant Wang Tao said that during the Spring Festival, the majority of people who come to see properties are improvement oriented individuals, and there are also some young people who stay in Guangzhou for the holiday and come with their parents to see properties. Young people value the practicality of the layout and the intelligent supporting facilities of the community more, while parents are more concerned about the surrounding medical and transportation. Everyone's needs are very clear, which is to choose a comfortable and good house to live in, "said Wang Tao. This Spring Festival, many properties in Guangzhou offer long-term and diverse Spring Festival discounts. According to statistics from the Guangzhou Real Estate Industry Association, from before the Spring Festival until March 31st, relevant real estate companies in 11 districts of the city have successively launched promotional activities, with nearly 50 real estate companies and more than 140 properties launching Spring Festival discount packages. Among them, hundreds of real estate projects have launched activities such as giving away New Year's goods, smashing golden eggs, collecting likes to receive good gifts or dining vouchers during the Spring Festival visit. Some real estate projects also offer one-day subway cards, movie tickets, etc. as gifts for second time visitors. At the same time, the real estate market in Wuhan has also ushered in a good start. Ms. Wang, who has been working in Wuhan for two years, solemnly signed the purchase contract at the sales office of Wuhan Economic Development Zone Investment Promotion · Wuhan Urban Construction Future Center, officially ordering a 141 square meter fourth generation residential property and realizing her dream of settling down in Wuhan. In recent days, there have been 'new Wuhan people' who have come from places such as Xiaogan and Hong'an, hoping to take root in Wuhan; There are also families who bring their children to see the wedding house and value living comfort more. ”A property consultant from the Future Center introduced that as of the fifth day of the Spring Festival holiday, a total of 104 groups of customers have been received, with the highest daily reception exceeding 30 groups. Not only in Guangzhou and Wuhan, but also during the Chinese New Year of the Horse, the trend of returning home and improving local demand is intertwined. The real estate markets in Yangzhou, Nanjing, and Anhui are based on people's livelihood needs and have launched various forms of New Year promotional activities to give real money to homebuyers and accurately activate the potential of housing consumption. Yangzhou will hold a New Year's Home Purchase Month event from February 7th to March 6th, targeting four groups of people including young talents and returnees. Special themed sessions will be launched, providing exclusive discounted housing and 10000 yuan housing vouchers, as well as convenient services such as electronic home purchase guides, to create a full chain home purchase experience. In addition to launching exclusive New Year subscription gift packages, limited time discounted housing, on-site transaction exclusive discounts, and giving New Year red envelopes when visiting during the Spring Festival, Nanjing also focuses on "talent". At the beginning of this year, Nanjing issued a notice on the pilot work of "Youth Talent Housing Tickets", and various districts accelerated the implementation of "Talent Housing Tickets". Taking Nanjing Jiangbei New Area as an example, the total amount of talent room tickets is composed of academic subsidies, employment subsidies, related subsidies, and high-level talent special rewards, with full strength: doctoral talents can apply for up to 352000 yuan of room tickets, including 150000 yuan of academic subsidies, 72000 yuan of rental subsidies, 100000 yuan of living subsidies, and 30000 yuan of employment subsidies; Master's, undergraduate, and associate (skilled worker) talents can respectively apply for a maximum of 188800 yuan, 121600 yuan, and 60000 yuan room tickets. According to statistics, as of February 14th, Jiangbei New Area has received a total of 523 applications for talent housing tickets, and 244 have been approved and issued, with a total value of 21.34 million yuan. Many regions in Anhui have also launched personalized measures for different real estate groups. Tongling City adopts a combination of government guidance and enterprise concessions, using an online and offline linkage mode to display detailed information about real estate projects in a centralized manner, achieving cloud based viewing and convenient selection of properties, allowing homebuyers to choose their desired properties without leaving their homes; The five core areas of Dongcheng, Laocheng, Economic and Technological Development, Government Affairs, and Bianbei in Suzhou City are working together to integrate high-quality real estate resources in the region, launch diverse housing options that are precisely tailored to meet the needs of the needy and improving groups, and provide benefits such as visiting red envelopes, low monthly payments, and low down payments, further reducing the threshold for property acquisition; Bengbu City focuses on the core pain points of improving the "sell first, buy later" policy for families, and has officially launched a pilot program for housing consumption "trade in" to solve the problem of trade in and help families achieve high-quality housing; Fuyang City innovatively unlocks a new model of "real estate+" integration, linking related industries such as automobiles, home furnishings, and home appliances, and building a full chain consumption ecology of "buying a house+buying a home+traveling", making it worry free for citizens from buying a house to decoration, from purchasing home appliances to matching soft furnishings, and making consumption more cost-effective. Zhang Bo, the director of the 58 Anjuke Research Institute, stated that the changes in the heat of the real estate market during the 2026 Spring Festival are not only a short-term reflection of the enthusiasm for returning home and the concentrated release of demand for viewing houses after the festival, but also the result of a long-term game between urban level, policy strength, and characteristic resources. Although the year-on-year downward trend has not changed, the momentum of month on month recovery after the holiday, coupled with the continuous efforts of policies such as talent housing tickets and provident fund increases in various regions, core cities and areas with special advantages such as free trade ports are expected to be the first to experience transaction recovery. For most ordinary second - and third tier cities, how to activate local demand through innovative methods such as policies, products, and marketing will still be the key to driving market recovery. Ding Zuyu, Co Chairman of CRIC Group, said that the performance of the Spring Festival real estate market shows that "good houses" are no longer an option, but an inevitable choice. He believes that 2026 will be a crucial year for the real estate industry to transition from old to new driving forces. In the future, the industry will shift from simple configuration stacking and cost internalization to meticulous attention to product details and comprehensive upgrading of service capabilities. Ding Zuyu pointed out that from the current market situation, the proportion of housing that meets the "good house" standard is less than 5%, which means that more than 95% of the existing housing has room for quality improvement, and this is also an incremental opportunity for the future real estate industry. He pointed out that in the next step, whoever can accurately grasp the core connotation of "good houses" and create high-quality products that meet people's livelihood needs, will firmly grasp the industry development dividends of the next decade. (New Society)