At the beginning of May 2024, the largest collective rental housing project that has been opened in Beijing, Capital Heyuan · Fanxing Community, will be expanded again, and more than 1,900 units will be opened in the second phase of the project. In just two months, the second phase of the Fanxing Community in Capital Heyuan · has completed the rapid climb and entered a stable period, once again completing the "miracle" of large-scale rental community projects. What is the appeal of this project? What are the tips for project traders?
Source: Capital Heyuan · Star Community
With these questions in mind, ICCRA observers once again went to the Capital and Garden · Star Community to find out.
Part.01
A "refreshing" appearance
As the largest opened rental housing project in Beijing, Capital Heyuan · Fanxing Community has been recognized as affordable rental housing during the construction period, which has always attracted the attention of the market. Entering the market last year, the architectural form of "open blocks and closed groups" has brought freshness to the market, from studio, one-bedroom and loft products suitable for young people, to two-bedroom and three-bedroom products suitable for family life, to meet the needs of tenants of all ages. Beijing's rare open balconies have become a feature of the starry community.
Show room
Source: Capital Heyuan · Star Community
Shared kitchens, children's activity areas, gymnasiums, and meeting spaces configured by groups...... Everything but the kitchen sink.
15,000 square meters of community commercial facilities, supermarkets, community canteens, hairdressers, pharmacies...... It is a commercial district that satisfies daily life.
Community activities, shuttle buses, supporting kindergartens and other services and public facilities continue to improve the daily life of this community......
Source: Capital Heyuan · Star Community
It can be said that Fanxing Community has become a self-contained ideal living home in the southeast area of Beijing, and has always attracted the attention of young people along the subway line around the project. It can be seen that it is reasonable for the second phase of the project to achieve rapid climbing.
Part.02
A "well-thought-out" management core
And today's young consumers are not only "face control", but also the pursuit of cost performance. At the time of the opening of the second phase of the project, the Fanxing community · Capital Heyuan is facing not only the pressure of de-opening housing, but also the pressure of whether to renew the lease of the first phase of the lease is about to expire in a large area. Capital Heyuan took precautions, deployed in advance, and summarized a set of effective combinations from strategy to tactics according to the characteristics of leased community operation.
■Normalization of "marketing".
Large scale is the first feature of rental community products. Taking the Capital Heyuan · Fanxing Community as an example, the total number of rooms opened in the project exceeds 4,000 units, assuming a monthly turnover rate of 5%, the number of rooms that need to be re-leased per month is 200. This is equivalent to opening a single apartment project every month. The overall scale of Capital Heyuan · Star Community is more than 6,500 units, and after all of them are opened, the number of rooms that need to be re-leased every month is more than one "small project".
The applicability of the single project steward and marketing and operation services in large-scale rental community projects is worth exploring.
It is precisely in consideration that the number of lease changes that may occur every month may have an impact on the service standards of the housekeepers, Capital Heyuan has adopted the practice of "normalization of the marketing team", handing over the reception and conversion of new tenants to full-time staff, and then transferring the full-time operation service housekeepers to take over the daily service work after the tenants close the deal. Under this arrangement, there is a dedicated person who is responsible for monitoring the status of the property and pre-arranging the leasing work to ensure that the vacancy rate is kept to a minimum, thereby reducing a series of costs and rental losses caused by vacancy.
■ Always new business packages
The more obvious the location advantage, the more prominent the importance of commercial facilities. Clothing, food, shelter, and transportation are all people's basic living needs, and it is not enough to meet the needs of "housing" to keep people. People's demand for quality of life is also growing, and the content of community business should not only meet the basic needs of community residents, but also maintain freshness.
What format to choose, when to adjust the business format, and what business format to adjust to...... There is no fixed formula to set yet, and experience needs to be summarized little by little in practice.
The large commercial supporting area of Capital Heyuan · Star Community is also constantly adjusted and optimized after the introduction of formats that meet the basic living needs of tenants. As for how to detect the minds of tenants, the project detects tenants' preferences by organizing various markets on the basis of normalized tenant satisfaction surveys. The stalls that are popular in the market will be retained and considered for normal business operations.
■"Temperature" is the first demand of customers
"Living" is a part of life, and living means having temperature. In a rental community, the first thing tenants can feel is the service of "direct communication between people". Mini programs and APPs were once considered by the industry to be an effective means to improve work efficiency and reduce labor costs. But in large rental communities, people's sense of belonging and identity is built more on direct interaction with the housekeeper. In the Fanxing community, tenants will contact the housekeeper as soon as they encounter maintenance or other problems, hoping to get the first response. In the United States, the ratio of people to housing in rental housing projects is often about 1:45, which may also confirm that the rental housing industry still has the characteristics of a "service industry".
The rapid full-lease of more than 4,000 units in the rental community fully shows that people have expectations for "good houses" whether they are buying or renting to live. To provide the market with a "good house" that can be rented, not only the good living space, but also the good service and operation, the operator of the rental community has a long way to go, and it still needs to be stable and far-reaching.