Traditionally, Indians prefer to buy or move in to a new place either on an auspicious day or during a festive season. Developers across the country are aware of this cultural pattern of ‘date the deal’ and so, they try to woo home seekers during various festivities with lucrative offers including discounts, freebie, value additions, waivers, gifts etc. However, due to a slow down in the real estate market since January 2008 and buyers adapting to “wait and watch” approach, the developers are now worried and are crossing their fingers with optimism to see the same magic of festive-time business even this year. For the first time, festivities discount this year has touched a high of 15 per cent —officially.
The timing
Usually buyers in north India including Delhi, Chandigarh etc strike a deal during either Baisakhi or Dussehara and Diwali, while people in the western parts of India including metropolitan cities like Mumbai, Pune, Ahmedabad, Baroda, Nasik etc would target the period from Gudi Padwa (new year of Maharashtrians) to Akshaya Trutiya (another auspicious day and the beginning of a new year for Gujaratis). South Indian cities like Bengaluru, Chennai, Hyderabad, Kochi etc would either prefer Onam or Vijaya Dashami (Dussehara) for a new beginning at a new place. Towards the east, mainly in Kolkata,people celebrate their Gruha Pravesh mainly during Durga Pooja and Diwali.
Every year most incentives are offered to attract the customers during Navaratri-Dussehara and Diwali as that is the most auspicious and widely celebrated festival across the country. In fact, most developers also inaugurate their new projects or even time the possession during this period. However, this year is a testing time for the industry.
In the tier II and III cities the situation seems to be challenging for most developers this year. Mathura based Shri Group, MD, Sudeep Aggarwal, says, “The rates in these cities are lower than the metros. And there is no room for further discounts. Small developers usually offer discounts when the buyer is paying the down payment or the developer has launched a new project. Such projects have inaugural offer. In such cases, the percentage of discount is in the range of five per cent to 7.5 per cent.”
The current hitch
Apart from certain builders pretending `all is well’, most of them have agreed that the real estate market is experiencing a slow-down. Despite high demand, transactions are not happening. Liquidity crunch has engulfed the sector and cash starved developers are trying to come out of the situation at the earliest without losing their good will. Instead of launching new projects, most are focusing on completing the unfinished ones. In order to raise fast money to meet their commitments to banks, financiers, investors and buyers, they are looking at aggressive sales. But most home buyers are waiting for the property prices to fall. They are expecting corrections.
It is a catch-22 situation. Many are not officially reducing the per sq ft price as they may not be able afford it. But even those who can afford it may still not do it as it will send a wrong signal for his reputation and for the state of property market. The stigma attached to the property price reduction in the Indian market coupled with an on going slow-down may result into stagnancy. Considering that the sentiment may worsen further, choking the cash flow, he may opt for discounts to push sales in the current sluggish market. Most developers are now offering the reduced price under the disguise of incentives. Those shying away from accepting the correction are labeling it as ‘Festival-discount’. Those who are not yet open to this idea are giving away the discounts to the customers on the negotiating table.
However, most discounts have strings attached. Firstly, all incentives are not offered together. Secondly, many of them have a time limit. Another condition is that the offers are not for all the projects but for a few selected ones. It is usually for those projects which are either slow moving or at the very primary level when developer would need funds to carry on further. Many a time the direct reduction in price is applicable only for those who are going for a full down payment. Sometimes there are other limitations and discretionary conditions as well.
On the home loan front
Despite being an inevitable part of most property purchased, lending statistics have declined as banks are also hit by the slow down. High rate of interest has added to low turn out at the home loan counters. Now, a few banks have also joined the incentive band wagon. Many nationalised banks are charging 1 per cent less interest during the period of festivities and for selected projects only. Many are waiving off the 1 per cent processing fees as well. Some banks such as State Bank of India (SBI) have tied up with some developers to offer ‘Interest Subvention’. This means the buyer will be paying 2 to 2.5 per cent less interest on the loan taken during the first two or three years during which the construction is going on. SBI has already announced interest rate of 11 per cent and further declared 0.25 per cent reduction for selected projects for stipulated period of festivals.
On offer
In the Delhi-NCR region, many developers have started to consider offering such discounts. Although Delhi based developers starting to gather under the banner of property shows like the ones organised by Services (India) Pvt Ltd, many are yet to start the ‘festive discount’ scheme. Apart from real estate major DLF, nearly 25 small and big developers are presenting their projects and offering discounts at the show. The show will last till October 12.
Even Omaxe is organising a Home Loan Mela at Omaxe Palm Green, Sector MU, Greater Noida. The show will last till October 12. Rohtas Goel, managing director, Omaxe says, “We are inviting dealers, direct customers and prospective buyers to the event. Many bankers would be present for on-the-spot approval of loans to the eligible customers.” He further added, “Looking at the overwhelming demand for all our projects, we are also giving gifts to our customers for their association with us. Looking at the present scenario where demand has shifted from investors to end-users, who look for freebie and discounts while making purchase decisions, we have also announced schemes for this festive season to perk up sales.”
Developers like Pasrvnath, Emaar MGF have not yet decided whether they will offer any discounts. An industry expert says, “Discounts are usually offered in projects which are not selling. But this is not an indicator of a negative response for the project. Developers usually bring down rates in their overpriced projects to an affordable level.”
ING Vysya Bank, one of India’s leading private sector banks is also organising a two day, Property Mart on October 11-12 at Pragati Maidan in Delhi. The Property Mart will showcase the new and upcoming projects around the Capital. The properties on sale would range from Rs 25 lakh to Rs 2.5 crore.
However, in Mumbai and around, many developers have declared various incentives. Sunil Mantri Realty Ltd is offering ‘No Stamp Duty’ for its project Mantri Park at Goregaon (east), Ravi Group is offering assured tax free benefits worth up to Rs 15 lakh if one books a flat in any of its Mira Road projects. Lok Group is planning a rebate for their up coming project while the Runwal group is planning to offer customisation of the flat as per the buyer’s taste.
The second home buyers in Mumbai are not lagging. The benefits include price reduction by Rs 400 per sq.ft, free accessories worth Rs 2.5 lakh, free club membership and surprise gifts on spot booking.
The other side
It is interesting that many big players such as Evershine, Raheja, Hiranandani, Sheth Shah etc developers are missing on the incentive-caravan. According to Niranjan Hiranandani, MD, Hiranandani Constructions, “Offers don’t get you more bookings or help you overcome a sluggish market as buyers don’t change their decision due to discounts. In fact, in Mumbai and Pune, a good project will need no special offer to push the sell. Any decent project will sell anyway.”
However, there are developers who wish to sell off their product but are not in the list just because they can not afford to give any discount as they have purchased the property at a very high price during the boom.
The flip side
There are chances that the developer giving the discount is not disclosing the earlier rate and so, the buyer may pay the prevailing market rate or even more after the so called discount. Many a time hidden costs are not revealed up front and buyer may have to pay more than what he thinks he has saved on the discount. There are so many conditions applied that at some point of time one may feel the offer is not fair deal. The main limitation of these offers is that they are only for specific projects and for too a small period. One may feel pushed to take a call in a very short span of time regarding life long issue.
The last mile
Despite limitations and flip side, slump in the real estate market is always a good time to buy a house if one is ready with criteria and fund arrangement. The buyer must study the track record of the developer before falling for the discounts. Make judicious decision and bargain well. The good product with discount, will sell fast. In the current situation, one should try to buy a ready possession flat with discount instead of under construction as one can not be sure of future.
According to Pranay Vakil, chairman, Knight Frank, India, about 70 per cent of deals are struck during the period of October to March. In 2007, the real estate market witnessed around 100 per cent rise in the sales and enquires as compared to the previous year. The developers are expecting at least 20 to 30 per cent rise in the sales and enquires this year but according to Vakil, the rise this year would be marginal despite discounts.
Source : Expressestates.in