In this seminar, the actual cost control case is taken as an example, and the real estate dynamic cost control catalogue is combined to deeply study the real estate full cost control.

1. Land cost. In the current real estate market, the cost of land accounts for a relatively large proportion, accounting for about 3% or even higher of the total cost. The cost of land acquisition directly determines the profit of the project and even affects the survival of enterprises. So how to get land and how to get cheap land is a topic that developers always need to explore. The wide-area layout of large-scale real estate enterprises, such as Country Garden, is based on product positioning, regional consumption level and economic development level, and the first, second, third and fourth tier cities are respectively laid out, so that "the east is not bright and the west is bright". Even though the first and second tier cities are limited, the huge amount of third and fourth tier cities still ensures the cash flow of enterprises. The land that others are unwilling to take has become a golden treasure in the eyes of a few real estate enterprises. In addition, Sunshine City, known as the "dark horse" by the industry, had a sales volume of 2.3 billion yuan in 211, but it reached 1 billion yuan in 212, and officially entered 1 billion real estate enterprises. In 217, the sales volume reached 95.15 billion yuan. The market layout of Sunshine City is worth learning. When it is small, it is necessary to vigorously lay out fourth-and fifth-tier cities or counties with small risks, low land costs and weak economy but great development potential.

for small and medium-sized housing enterprises, it may be wise to deepen the regional market and explore the development potential market without venturing into the highly competitive market. Through the study of market layout and investment, real estate enterprises can reduce their investment risks, and take out land that is in line with their own development in combination with the actual situation of enterprises, which can effectively avoid market risks and further reduce land costs. Small and medium-sized housing enterprises should grasp the window period of land acquisition, locate high turnover projects or premium projects by acquiring land with high investment value, form good cash flow, reduce the cost of land acquisition and maximize profits.

2. Early stage and administrative charge. This part of the cost accounts for about 2%-3% of the total cost, and the proportion is not large, but it is most easily overlooked. In the process of project cost management, it is often found that some administrative charge projects are overpaid. Due to the frequent turnover or resignation of personnel, the administrative charge standard was not systematically sorted out in advance, and the charging standard changed rapidly. The government departments used the old charging standard to charge fees, which led to an increase in costs. This fee is generally charged according to the construction area. If the construction scale of a project reaches one million square meters, this part of the fee will be doubled for every additional 1 yuan, and a slight carelessness will cause unnecessary cost increase.

in view of the above situation, the following suggestions are put forward for this part of cost management.

2.1 in the upfront expenses, strengthen the construction of strategic cooperation, such as establishing long-term cooperative supplier libraries for supervision and exploration units to reduce costs at the source;

2.3 strengthen communication with local governments, and some expenses can be reduced through coordination, such as muck fees and occupation fees.

3. Project management cost. This part of the cost accounts for about 5%, and the focus of project cost management lies in design, development rhythm and process control.

3.1 design. Optimize the design drawings from the design point of view, and then reduce the construction cost. Taking the basement design of a project as an example, this paper studies the importance of design quality in cost management. This part recommends studying the basement design of Poly Real Estate and Longhu Real Estate. In fact, in terms of design, especially through the design and layout of single buildings to reduce costs, it is also worth studying, so I will not elaborate here.

3.1.1 outline design of basement. After calculation, it can be concluded that the more square the basement is, the smaller the perimeter of the wallboard is, which means the most reasonable design and the lowest cost. The improper design of underground garage model of a project leads to the increase of wallboard length, and the concrete content and steel bar content can be reduced by reasonable layout of basement model. The outline of the basement should be as square as possible, and a large number of hypotenuses, acute angles and excessive folding edges should be avoided as far as possible, which will lead to an increase in the quantity of wallboard and low parking efficiency. In addition, the outline of the basement should coincide with the vertical members of the original tower as much as possible.

3.1.2 basement area planning. Fully calculate the ratio of above-ground and underground parking spaces, and use the local government's regulations on the ratio of above-ground parking spaces to ensure that the above-ground parking spaces should be exhausted (except considering the quality of the community).

try to coordinate whether to build or build less civil air defense area. If it is more beneficial to cost management to not build or build less through coordination, it is better to pay the civil air defense construction fee of 1,7 yuan /m2, because the current civil air defense construction cost is about 3, yuan /m2, which is far higher than the charging standard of civil air defense construction fee in different places, which can effectively reduce the cost.

if you don't agree not to build or build less, because the current civil air defense basement has been designed according to the required area of civil air defense, you can only consider reducing the non-civil air defense construction area, thus saving costs. When planning, the ground parking spaces are full. Considering the overall quality of the community, the parking spaces should be arranged around the business (provided that the fire protection requirements are met), the surrounding walls of the community should be considered, and then the layout of the basement should be considered.

① reduce the number of towers directly under the civil air defense garage, and increase the proportion of single buildings directly under the non-civil air defense garage. Civil air defense garages should be arranged in open areas, with many projects and even surrounding markets, and parking spaces can't cover the construction cost of underground garages. Therefore, when planning, the proportion of parking spaces in civil air defense garages should be increased to reduce the non-civil air defense construction area.

② fully increase the use efficiency of parking spaces and reduce invalid space design. The so-called parking space efficiency is to make full use of the garage area and make the parking space layout exhausted. (It is recommended to study the layout of underground parking spaces in Poly Real Estate). For example, the fire pool of Poly Real Estate is set under the ramp of the car, and the area of the tower entering the basement is fully utilized by the civil air defense entrance, so as to reduce the proportion of the equipment room occupying the basement area alone, thereby reducing the garage area. In addition, the arrangement of parking spaces and the setting of axle net spacing also affect the parking efficiency of parking spaces. At present, the comprehensive parking efficiency of Longhu and Poly Real Estate in the industry is 3m2 to 32m2/ parking space.

3.1.3 design of the height of the basement. Fully compare the cost changes caused by the height setting of basement and the thickness of roof covering soil. After calculation and analysis, it is found that the single-story height of the basement can meet the requirements, and if the space is blindly pursued, the cost may increase 3.6m However, it is not necessary to reduce the height of basement wallboard, so the cost must be reduced. At the same time, it is necessary to consider the cost of excavation and backfilling of overlying soil on the roof, whichever is the smallest, and comprehensively consider the cost. In addition, if conditions permit, it should be designed as a semi-basement as far as possible, and the underground parking garage should be arranged centrally. The buried depth of the underground part of the semi-underground garage should be reduced as much as possible, and the load of greening and covering soil on the upper part of the roof should be used to reduce or not use uplift piles to save underground engineering quantity; When designing an underground garage, we should make full use of the balance between water buoyancy and upper load to reduce the anti-floating of pile foundation, and control the minimum covering thickness required by ground greening and comprehensive pipeline embedding to reduce the buried depth of underground garage.

3.1.4 comprehensive pipeline layout of basement. Considering the basement pipeline comprehensively, the layout of the basement pipeline of a project is not reasonable enough, and most of the air ducts are arranged above the driveway, which is not beautiful and increases the cost. Benchmarking enterprises in the industry follow the following standards when designing basement pipelines: ① reasonable layout to reduce detours and intersections; (2) similar pipelines should be merged as far as possible, which is not only beautiful, but also can reduce supports and hangers and reduce the chance of cross collision.

3.2 development rhythm. Optimize the development rhythm, effectively control the construction progress and plan the cost reasonably. Engineering cost is not a matter of engineering department and cost department, and engineering cost control is related to finance and marketing. The engineering department should take production and sales as the general tone, increase the docking with finance and marketing, and realize production and sales according to the ratio of production and sales. At the same time, the cost department will make a reasonable reminder according to the changes in the material market without affecting sales, and reduce the cost through the development rhythm. For example, when the material price is high, the progress should be slowed down appropriately. In addition, engineering, marketing and finance should cooperate to plan the construction progress reasonably. For example, the main task of the current period is to pay back the money. The project should manage the project progress in a planned way according to the sales situation of each building, so as to meet the requirements of pre-sale, structural capping and facade completion, so as to realize effective payment back. Paying attention to cash flow is cost management, and paying attention to payment is to reduce costs, because under dynamic costs, funds have time value.

3.3 process management. Cost control in the construction process should not only be nuanced, but also have a global awareness. Often the cost of one detail is reduced, but the cost of another node is greatly increased, thus losing the significance of cost control. For example, in foundation construction, overbreak often occurs. At this time, the selection of backfill materials is very important. Usually, the advice of design institutes and exploration units is plain concrete backfilling. Although the cost of rubble concrete or macadam concrete backfilling is lower, it is difficult to obtain materials in some places, and even it takes about 1 days to complete backfilling, so the loss of grabbing pre-sale and market projects may be incalculable. Therefore, blindly choosing plain concrete backfilling may lead to greater losses. In a word, process cost control is based on the actual situation of the project, and cost saving is comprehensively considered from multiple angles. In fact, there is no contradiction between "grasping the big and letting the small".

4. reduce the cost of housing enterprises from the perspective of financial operation. Establish real estate operation management from a financial perspective, and do a good job of guidance and control from a financial perspective. The real estate finance department is by no means a simple responsibility of accounting, payment and supervision. In the process of real estate development at this stage, the real estate finance department is given more responsibility of leading control, which leads to the financial personnel with strong ability being entrusted with heavy responsibilities in benchmarking housing enterprises. How to integrate financial operation into enterprise business management and realize the effective integration of industry and finance should do well in the following aspects, but it is far from limited to the following.

4.1 optimize the financing structure. In recent years, financing difficulty has become an unavoidable topic for housing enterprises, especially since the introduction of the "three red lines", the impact on small and medium-sized housing enterprises has become more and more obvious. However, the optimization of financing channels and financial structure is an unavoidable task for housing enterprises. By consulting the data, it is found that the comprehensive weighted financing cost of Xincheng Holding was 5.49% in 216 and 5.32% in 217. Although the net debt ratio of Xincheng Holding increased to 71% in 217, which was higher than that of the previous year, the ratio of short-term liabilities to monetary funds was .68, and the debt repayment pressure was small in the short term. Financing costs can be effectively reduced by the following measures. The first is to enrich financing channels. If there are only a few very limited options, the cost must be high. If there are more options, you can bargain. Second, optimize the financial structure, keep the debt level at a reasonable level and borrow more long-term loans; The third is to improve the efficiency of the use of funds and effectively increase the number of capital turnover.

4.2 comprehensive budget helps cost control? . A comprehensive budget is not only an annual strategic plan, but also a question of what to do this year, how much to spend and how much to earn. Financial operation empowers financial managers to give guidance and reminders on the basis of structure and data analysis. For example, taking land, for example, is not blindly taking land. Finance should analyze the cycle of storing land for sale at the present stage from the land survival ratio, so as to provide the leadership with the land acquisition cycle at the emerging stage; Analyzing the land quality from the ratio of land to goods (annual land price/annual land value), the normal range is within 1% to 4%, which means that enterprises operate at a high level, and the land cost accounts for a large proportion of the total cost. If the land reserve appreciation rate of high-priced land fails to win the capital cost, it means that the reserve is a loss. Through comprehensive budget analysis to guide what kind of land to take, whether to take land or not, so as to avoid blindly taking land or taking high-priced land, which will lead to increased costs.

5. Establish a full-cost awareness. This part is particularly important. The key to the formulation of various systems lies in implementation, mainly in consciousness. It is often said that the system is cold and management is alive. If managers don't have a sense of full cost control, the system will gradually deviate in the implementation process. Therefore, in cost management, housing enterprises should instill cost awareness in all staff, and suggest that the reduction of "effective cost" should be linked to salary.

5.1 clear responsibilities and good communication. Cost control is by no means the business of the cost department, otherwise, one department is in the province and another department is spending money, and cost control is meaningless. Different departments, different positions, different stations, different understanding of the cost. For example, it is the easiest thing for the engineering department to spend money for the work, but the cost department does not agree from the perspective of cost control. It is the best means not to deal with opinions, which requires the establishment of an effective communication mechanism while the responsibilities are clear.

5.2 establish the awareness of "scissors difference" in cost. The so-called "scissors difference" is the difference between expenditure and income, but it is not a simple subtraction. For example, in real estate cost control, it often appears that improving quality increases costs, and most cost managers are against it. In fact, according to different projects, cost managers need to give objective suggestions. If it is a premium property, it is desirable if the premium can be increased through quality improvement and is higher than the input cost. Although the cost is 1, but the return is 1, there is a premium of 9. Therefore, cost managers should have a good sense of cost and calculate the "scissors difference".

6. Total cost summary. Cost summary is the resumption, summarizing the highlights and shortcomings in the whole project management process. The highlights are worthy of publicity, but what is more important is the summary of the shortcomings. The increase or decrease of cost may be reflected in communication, design, and professional quality of managers. Be targeted according to the summary. In addition, the cost summary needs to increase the fine data precipitation, and the purpose of data precipitation is to better manage the cost.