A Market Game-Changer

According to market research firms, the residential property sector continued to show a clear divergence between supply and demand in the first half of 2026. Despite a rise in new launches, liquidity fell significantly, forcing many property developers to adjust their sales strategies to stimulate demand.

The Q2 2026 real estate market report released by BHS R&D recorded a sharp increase in supply and transactions in Hanoi and Ho Chi Minh City. In the first six months, over 24,100 apartments were brought to market (50% of the nationwide total). However, the high-end and luxury segments dominated the new supply almost entirely, driving up primary price levels and pricing out a large portion of potential buyers.

Latest data from Northern Vietnam shows that the housing absorption rate relative to the projected full-year supply is expected to reach only around 26%, meaning nearly three-quarters of the supply remains in inventory. BHS R&D experts noted that while the market appears stable on the surface due to strong uptake in new luxury launches, it is actually selective absorption. Meanwhile, cumulative inventory and downward price pressure in the secondary market are quietly mounting.

Similarly, Avison Young Vietnam’s Q2 2026 report logged over 4,000 newly launched apartments in Hanoi, bringing total primary supply to nearly 10,000 units. Of these, over 75% belonged to the high-end and luxury segments, while mid-range and affordable housing remained scarce.

Avison Young Vietnam noted that heavy concentration in high-priced segments at a time when buyers are increasingly cautious has led to a noticeable slowdown in absorption rates.

In the mega-townships to the West and East of Hanoi, many high-end projects are being offered at around VND 87–117 million/sqm. Meanwhile, luxury projects in inner-city areas range from VND 144–250 million/sqm.

However, analysts also observed that the primary goal for many property developers is no longer to maximise profit margins through continuous price hikes as in previous boom cycles. Instead, the priority has shifted to maintaining cash flow, securing liquidity, and accelerating sales velocity. Consequently, financial incentive schemes are being deployed more frequently as a key stimulus tool.

Realistic Pricing Strategies

In practice, alongside considerations such as location, legal status, and build quality, today’s buyers are paying closer attention to price realism right from the initial launch.

BHS R&D forecasts that in the second half of the year, the high-rise residential market is likely to enter a phase of genuine price correction. The quest for reasonably priced commercial housing continues to drive end-user demand.

Field observations in Western Hanoi show that many projects are setting benchmark prices around VND 100 million/sqm. However, projects like The Vista Van La are currently offering rumoured prices between VND 82 and 95 million /sqm. Meanwhile, An Binh HomeLand recently released its final phase with pre-VAT prices ranging from VND 67 to 72 million/sqm—unchanged from its February 2026 launch and significantly lower than neighbouring developments.

According to many experts, as supply gradually improves and buyers gain more choices, initial pricing strategy is becoming the critical factor determining a project's market appeal.

Speaking at a recent market report launch, Mr. Nguyen Quoc Anh, Deputy General Director of batdongsan.com.vn, remarked that "bottom-fishing" or "buying at the peak" in Hanoi’s apartment market cannot be measured simply by a few percentage points of price cuts. The reality is that a 5–10% discount does not necessarily make a property cheap if it was previously overinflated. Conversely, a project maintaining a stable price point remains a safe choice if it meets genuine residential needs and offers strong rental yield.