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The Property Market Will No Longer Practice "Internal Skills"

Date: 2021-12-03
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The service standard of a second-hand house transaction in Beijing has been raised to such a high level? Recently, Beijing wheat field real estate said that the 'VIP transaction service version 2.0' including the above content will be implemented on a larger scale this month. Not only the wheat field, but also the chain family and I love my family have launched various services such as 'follow your heart signing' and 'face-to-face signing'.

When the real estate market has faded the heat of rising volume and price, the service short board has been paid more attention. Behind the various renovations and various upgrading services, the cooling of the real estate market and buyers are more concerned about the living quality than ever before, which puts forward higher requirements for intermediaries.

Trading services have been upgraded one after another

Originally, the 'VIP trading service' of wheat field real estate in Beijing was only for customers with a transaction price of more than 15 million yuan. The recently launched version 2.0 includes all old customers including leasing, trading and gift agency. 'The coverage has expanded from the past 30% to more than half,' said Sun Qinglei, deputy general manager of customer operation of wheat field real estate.

Leaving aside the eye-catching 'labels' such as special car transfer and 500000 insurance amount, sun Qinglei is more willing to highlight the addition of a 'warrant manager' in addition to the traditional second-hand housing broker. The warrant manager is responsible for designing special trading schemes for the buyer and the seller, especially dealing with the problems of property rights, certificates, notarization, loans, tax payment and so on.

In the Beijing real estate market, which accounts for about 80% of second-hand housing transactions, the proportion of 'serial orders' bought and sold continues to rise in various intermediaries, followed by the number of complaints caused by the complexity of 'serial orders' transactions.

'In the past, most of the trading complaints were due to the failure of the preliminary plan and the wrong trading rhythm, resulting in the unsuccessful trading,' sun Qinglei said.

Recently, there is another focus in the intermediary industry - loan signing. In order to let customers run errands less, within the same month, chain home launched 'follow your heart signing', I love my family launched 'face-to-face signing', and wheat field stressed that face-to-face signing can be handled by warrant managers and banks at the designated place of both parties.

The upgrading of this link is only an epitome of the competitive trend of the real estate intermediary industry. Recently, various brand intermediaries have launched various services such as free telemarketing in order to reverse the extensive, disturbing and other negative images left by the industry in the past.

Buyers pay more attention to quality

With the warming of the real estate market in recent ten years, the real estate intermediary industry was once criticized. Especially in the last two rounds of warming period, some brokers acted as 'thugs' to raise prices in the 'real estate speculation tide'. In some rental transactions, there have also been 'black intermediaries', which has become the focus of law enforcement in many local housing and construction departments.

But now is not the time to 'walk' and 'make fast money'. At present, the property market has cooled significantly. Taking the Beijing market as an example, although there will be slight fluctuations in individual months in recent years, the trading trend is generally stable.

The second-hand housing market in Beijing has remained depressed in recent months. According to the statistics of Zhongyuan Real Estate Research Center, 11851 second-hand houses were signed online in November, with a year-on-year decrease of 31.4%. Throughout the year, since the peak of traditional transactions reached 22000 units in March this year, the monthly trading volume of second-hand houses in Beijing fell month by month, and fell below 10000 units in October.

'When the real estate market is hot, real estate is regarded as a financial product, and many buyers pay more attention to its appreciation and ignore the quality of living.' sun Qinglei believes that under the background of 'housing is not fried', the cooling of the real estate market has recovered smoothly, buyers pay more attention to living itself and pay more attention to transaction services, which is also the key reason for many intermediaries to upgrade their services.

Second hand housing intermediary competition has always existed, and the previous competition focused on the 'price war' of commission. However, the 'price war' did not really change the market Commission mode, but shut down or withdraw brands such as Aiwu Jiwu under the banner of 'low price'. The reporter interviewed a number of intermediary brokers such as Lianjia, I love my family and wheat field, and learned that the current negotiable range of commission is getting smaller and smaller, and some stores have cancelled discounts. 'In the past, there were several intermediaries competing to reduce commissions in order to grab orders, but now it is very difficult. The costs of stores and manpower are there,' said a senior manager of a well-known real estate intermediary.

Tentacles extend to community service

Real estate agents are also exploring new ways. Only wheat fields have engaged in 5000 or 6000 public welfare activities in the community. In the transaction process, short video, online red with goods and other 'grounding' marketing means occur frequently. At present, the transaction proportion of short video marketing houses has reached 70%, and the transaction cycle has been shortened from the traditional 102 days to 21 days.

In fact, the major intermediaries have already extended their tentacles to the community: during the Dragon Boat Festival and Mid Autumn Festival, intermediary brokers of different brands scrambled to send zongzi and moon cakes; Intermediary stores have become the 'reception hall' of the community, gathering a group of old people and children; Collection express, community group purchase, lost and found, second-hand goods trading and so on emerge one after another. There are many kinds of services, but there is only one purpose - to win the trust of customers through deep community service.

In the view of the industry, changing from 'transaction' to 'service' is the development direction of the intermediary industry. 'The intermediary industry really needs to be adjusted. After all, important changes have taken place in the market and industry.' Yan Yuejin, research director of the think tank center of E-House Research Institute, believes that if intermediary companies do not seek innovation, the future development space will be narrower and narrower. We should pay attention to new development opportunities in the stock housing market and innovate the business model at the same time, From a simple business matching model to a pragmatic asset management model, optimize housing transaction procedures and improve services.


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