A game of interest between real estate brokerage firms and real estate dealers began to focus on this year.

Absrtact: A game of interest between real estate brokerage companies and real estate dealers began to be concentrated this year. At the beginning of March, the real estate rental service platform for tenants due to price problems, encountered a lot of real estate brokerage companies in the joint boycott, all over the intermediary alliance into

A game of interest between real estate brokerage firms and real estate dealers began to be concentrated this year.

At the beginning of March, the real estate rental service platform for the price of housing tenants due to the problem, encounter a lot of real estate brokerage companies in the joint boycott, all over the intermediary alliance members have the next frame on the site to promote the listing.

Meng, a Beijing real estate agent who has been in business for 5 years, told the law weekend reporters: "Although the past few months have elapsed, many companies have still not reopened the cooperation between the tenants." ”

After that, SouFun also began to suffer the same dilemma because of rising prices. From Hangzhou onwards, Qingdao, Shenzhen, Beijing and other real estate brokerage companies, have been jointly boycott it.

In a soufun internal mail obtained by the rule of law weekend journalist, SouFun founder, Chairman Tianquan wrote, "The vast majority of brokerage companies, including my love my family and other members of the Union, are the search for the House of God, they have in the past several years, created today's search house, is their input to the search house brought high income and profits, We would like to thank them for their understanding and support when they are in trouble, and to strengthen our common development goals with our brokerage firms. ”

Meng and many real estate brokers also frankly, most brokers have been accustomed to the use of soufun, and more importantly, now the promotion effect of this real estate electricity is very obvious, even has surpassed the traditional store promotion way. It is not difficult to see, real estate brokerage company and real estate electric business is a kind of fish and fish dependent mutually beneficial cooperative relationship. So this is the interests of the two sides of the community, why have a succession of "hand-to-hand combat" farce?

Rising prices trigger joint boycott

May 28, Hangzhou, I love my home, SouFun real estate, and so on 9 property brokerage companies under the shelves of all the listings on the house. Xu, a spokesman for the alliance, has said publicly that real estate brokerage companies and SouFun's specific mode of cooperation is soufun open network ports, brokers use their network platform to release second-hand housing information, in order to attract buyers.

Meng told the legal weekend reporter, the so-called "port" can be regarded as a broker for the SouFun shop a right to use, divided into 60, 120 until 600 of different versions (the number represents the number of daily refresh). The higher the price of a "port", the greater the probability that the broker's listings will appear in the customer's search results.

And let Xu feel the pressure is, 5 years ago SouFun fee is almost 60 yuan/month, the annual fee is about 700 yuan or so, with its rising fees, now has become 550 yuan/month, turned nearly 10 times times.

In addition, soufun in order to layout the mobile Internet field also launched its own wireless app products, including a large number of local new houses, second-hand housing, rental information, but also have to find rooms, positioning and other practical functions.

Yet such an innovative product is another big incentive for the company to break with a real-estate broker, as brokerage firms use the product for additional charges.

The subsequent emergence of the Shenzhen Intermediary Alliance in its "to SouFun Technology (Shenzhen) Co., Ltd., a letter," said in recent years, SouFun to Shenzhen real estate agents and brokers to sell the network "port" has been escalating, the price of the rise, the lower version of the "port" has essentially lost its role, Also launched the need to pay for mobile phone app wireless Search room help.

However, Meng told the rule of law weekend reporters, may be due to soufun a rapid rise in the price of resistance, now he still in the normal use of soufun, but did not feel the price changed.

And the real let Meng obviously feel the pressure of price increases, or was previously encountered a boycott of the tenants. "The new model of Pay-per-click pricing and bidding rankings has made our brokers visibly feel pressured." Under normal circumstances we also spend 3,500 yuan in one months, in this mode even appeared a day to point out 800 yuan of extreme cases. "Meng said.

Zhang Peng, who has been engaged in real estate market research for many years, told the law weekend reporters: "This year the entire real estate market performance is not very good, domestic and even have a large price decline, this case real estate brokerage company's operating pressure is already very big, the real estate electric business also to counter the trend of prices, contradictions will naturally inevitable. ”

"Shop bully" concentrated price increase

In Zhang Peng's opinion, the real estate electric dealer's income is actually the property brokerage company's income, in the final analysis they all are in the same industrial chain, only is the real estate electricity dealer in the upstream, the brokerage company in the downstream, the final two sides again carries on the benefit division.

Tianquan in the internal mail with "both love and hate" to define the relationship between the two sides-"love" is the search room can bring home buyers, promotion of transactions, to ensure the market share and status; "Hate" is the search House "search Room Help" "SouFun Shop" "Mobile search Room Help" and other innovations become disguised charges or price increase practices, Let the brokerage firm pay a heavy price.

Tianquan also admits that, especially since this year some brokerage company losses, but the profit of house search is still strong, the first quarter profit and more than 40% growth. "We have been advertised as the purpose of common development with the brokerage companies, not reflected in the search house and brokerage company's operating results, the search house has earned, and the profit is not reasonable, on the contrary, some brokerage companies lost, and the loss of more than reasonable." ”

So, knowing so, why in the market environment is depressed, the two big real estate electric business or chose to counter price?

Zhang Peng analysis that the real estate electricity dealers dare to do so, mainly in the downstream of the industrial chain of real estate brokerage companies, although there are some larger, but often relatively decentralized, and the real estate dealers are not only in the upstream of the industrial chain, such as soufun, such as the company accounted for the market share of large and concentrated, So the right to speak is even greater.

Although the cooperation of both sides, but real estate brokerage companies and real estate dealers have been in the interests of the game, and the real estate dealers are clearly in the dominant position of the right of speech. "Billion OU Net founder Huang said.

Meng is also the real estate electric business of the price increase as a "shop big bully" performance.

"Previous SouFun and tenants are very focused on the user experience, often actively send relevant personnel to the various brokerage company's stores for training and guidance." "Meng told the rule of Law weekend reporter," but now the company big, but began to some large companies focus on some guidance, smaller companies are only in need when they will be in the past, usually has been basically no more. ”

"The two big real estate dealers should also have their own more price considerations, for the hungry for the listing of the tenants, but also naturally anxious to increase income to do a better job of their earnings to see some." "said Zhang Peng.

SouFun's fourth-quarter and full-year results show that SouFun expects the company's total revenue to rise 22.5% to 25% in 2014, up from $780 million to 796 million.

"If you want to get this good performance, raising prices naturally becomes its preferred way." "said Zhang Peng.