Lee, S. H., and Chang, C. O. 2021. Motivations behind Property Developers' Price Cut: "Profit-Sharing" vs. "Sales". NTU Management Review, 31 (1): 35-69. doi:10.6226/NTUMR.202104_31(1).0002
Shang-Hua Lee, Department of Land Economics, National Chengchi University
Chin-Oh Chang, College of Technology Management, National Tsing Hua University
Past studies on presale and resale housing in the domestic market have focused on price and housing volume. Few studies have investigated presale housing in foreign housing markets, and some studies have focused on the casual relationship between buyers and sellers of existing housing in relation to real estate characteristics and bargaining power. However, these studies have failed to identify the key factor affecting the price–volume relationship: the relationship between the discount rate and the sales rate. This domestic study contributes to the literature by clarifying the motivations behind property developers' price cut of new construction projects in Taipei City as well as by exploring the particular factors that affect a company's price-cutting when promoting new construction projects. First, the empirical results obtained from the vector error correction model (VECM) analysis of the macro perspective reveal the lead–lag relationship between the sales rate and the discount rate. In an unfavorable real estate market, construction companies typically do not reduce the price of their new construction properties to increase the sales rate (i.e., profit-sharing perspective). Instead, they reduce price only when the cost of capital financing increases and financial risk increases (i.e., sales perspective). Second, we confirm the causal relationship between the discount rate and the sales rate, the crosssectional data analysis reveals that the discount rate decreases by 0.022% for each 1% rise in the sales rate. Third, we also find that compared with property (product) characteristics, financial planning (financial) characteristics more significantly influence the discount rate of new construction projects in Taipei City. Accordingly, this study proposes strategies of enhancing bargaining opportunities for the property developers to boost the sales rate as well as to avoid financial risks when facing house market downswing and low sales rate of new property projects.
real estate marketproperty developersales ratediscount rate