Focusing on the second-hand housing market with O2O+C2C mode

China's second-hand housing transactions and leasing market problems are commonplace. Summed up all these points: first, information asymmetry, housing, house prices and other important information are in the hands of the intermediary, buyers and sellers often can not communicate directly; second, the information is not transparent, especially the price; third, customers need to bear high intermediary fees. It seems that many problems are in the intermediary. But the intermediary is this market can not avoid a ring, in addition to their hands on the control of a large number of houses, they have some advantages in the skill level, such as before the transaction valuation, coordination, transactions after the various transfer procedures, need professional knowledge.

At present, the Internet for real estate transactions and leasing of the traditional industry transformation is relatively shallow. Most of the site is the transformation of the focus on the information level, that is, the provision of advertising or the sale of ports, typically 58 with the city, search rooms, such as housing. And the room to go further, it is to do the transaction-type, based on the effect of paid real estate O2O electricity. There is also a way of thinking is to transform the intermediary experience of all over the trough, that is, to do their own intermediary, such as Eyugi House.

In my opinion, "to mediate" is the trend of the Internet to transform the traditional industry. In the rental or second-hand housing transactions, Consumer-to-consumer mode is not uncommon, this May the owner of the online is one of the. Homeowners will strengthen the process of a second-hand housing transaction or lease for two links: first, find listings online, and then complete the transaction online. For these two steps, homeowners have come up with different solutions to try to improve the current user experience.

On the information side of the line, homeowners do a few things:

1, direct docking real listings and real customers

The owner released all the listing information are personal listings. In other words, in the supply end of the docking are real owners, to avoid the intermediary to release false listings to the phenomenon of fishing. At present, the homeowner's listing 20% is by the owner of their own po up, the other 80% is released from other sites of second-hand housing transactions, leasing information to crawl.

For the sake of truth, the homeowner has developed a technology filtration system to screen the information from crawling back online. For example, the first protection net is through the intermediary's mobile phone number to the intermediary broker released by the release of the listings (the owner of the country collected about 1.2 million brokers basic information), the follow-up also includes the description of housing information to identify the identity of the publisher, by judging the rationality of housing prices to identify the reliability of information. And after the technology filtration, there is a manual audit. Dong Yan, the founder of the homeowner, told me that they would handle more than 1 million listings a day, and that after screening, about 450,000 sets would be released.

Of course, homeowners also protect their personal information. Homeowners and customers can communicate on the Web site or app via letters, build trust, and then get their own contact options. In this way, homeowners will not be subjected to the frantic harassment of intermediaries.

2, for the owner to provide a standardized evaluation system

Some owners want to have the most autonomy over their own house, but they do have a lot of details about the deal that they won't be dealing with, such as valuing a house. In this respect, the owner of the design of a standardized set of pricing standards, so that owners can pass the indicators to the price of their own house. Alternatively, the owner can directly use the reference price given by the homeowner. On this basis, the relative professional property broker and other roles can also comment on the pricing, which will become a reference for homeowners pricing.

3, for the customer to do smart matching and recommendation

Most of the housing Information display platform (58 city, search room, etc.), which listing information will be displayed in front of the customer's computer depends on the frequency of the publisher refresh. And abandoned the "port fee model" of the homeowner in the information display has taken a smart matching ideas. At the beginning, the owner will be based on the user submitted basic information (geographical location, etc.) to carry out the primary match, and once the user on the site after the search traces left, the owner will be the user's preference analysis, the next time will be targeted for information display.

In addition, the homeowner also provides push service. Users can submit their own needs, this need not necessarily with the specific real estate information, but also can be their hobbies and other more sensitive description. Homeowners will push 20 listings per day to users (shown in the user's "personal Center") for a week. Of course, users can also adjust their needs at any time.

Dong Yan said that they really value the user's personality, hobbies and housing characteristics of the fit and match. Therefore, they will label users and houses, and then based on the user information accumulated on the platform to continue to the millions of groups of related data analysis, improve the data model to achieve more efficient matching. Under this train of thought, the 3.0 version of the owner's app (which will be on line next January 1) has launched a "circle"-looking room service. In fact, the circle is based on the characteristics of people's hobbies, occupations and other types of people, such as artists, entrepreneurs and so on. Homeowners want people with similar hobbies to live in a community. In fact, the homeowner wants to do something similar to the you+ that recently gained Lei investment.

At the bottom of the line, homeowners do a couple of things:

1. Change intermediary broker for trading consultant

What is a trading consultant? This is the owner's own definition of a role, specifically for the customer has reached a transaction to provide a series of transfer-related services. Transfer is actually a very troublesome process, including network signing, verifying the qualification of housing sales, verifying the identity of owners, verification of taxes, loans, transfer procedures, and other more than 10 links, no professional knowledge of people to do it will be very difficult. Therefore, although the Consumer-to-consumer model is adopted in the information side for efficient and transparent transaction matchmaking, a series of offline services related to the transaction are the strengths of traditional intermediaries. Therefore, the owner of the offline services to separate out, to the professionals to complete. Currently, most of the trading advisers are realtors, with a small number of staff from guarantee companies and insurers.

Trading consultants are mainly for second-hand housing sales services, and in the rental business, most customers often do not go through the offline trading advisers, but the choice of direct contract with the landlord.

2, variable intermediary fees for service charges

The root cause of the problem in the intermediary model is the fee structure--a proportional commission for the turnover of the property. The availability of information is the intermediary broker of the base, who has to take a lot of rooms, selling the high price, who may receive more commission. This mode of motivation is strong, but itself is unhealthy, but also the current second-hand housing market is so opaque reason.

Therefore, the owner of the total cut off the intermediary charges this way, replaced by the service charge. And, the standard of service charge unification, open and transparent, and the price of the house is not related. If the user is dissatisfied with the service, you can make a bad comment and refuse to pay. Specifically, the transaction consultant to help users to complete a loan-free transfer service users need to pay a service fee of 5000 yuan, if it is a loan transaction, you need to pay 8000 yuan. Of these, trading advisers can take at least 50%.

Although this amount is much lower than the traditional intermediary fee, it is also quite attractive to trading advisers. First, this kind of transfer service does save a lot of time for brokers to take clients to the house. Trading advisers only need to focus on the transfer service; second, the trading advisers on the platform are involved in a part-time job, so this can be regarded as an additional channel of access; again, the broker can build a personal broker brand on the homeowner, This is not the same experience in an intermediary company.

Currently, the offline trading consultancy service only lays out the Beijing market, and the next step is to land in other cities. Comparatively speaking, the bottom line of the homeowner is not heavy. On the one hand, they do not plan to deploy the offline stores, on the other hand, their trading advisers also adopt a cooperative model, and the homeowner mainly provides training. And, in some less important market, homeowners will be able to join the way to layout.

3. Provision of ancillary financial services

The combination of real estate and finance can be a fuss. For example, the chain home network will use their own platform to precipitate a large number of user information to do peer-to-peer services. But homeowners ' financial services are closer to the consumer's demand for housing, such as providing support for the payment of credit to renters. At present, they work with the bank to allow users to pay rent by credit card after installment repayment, alleviate the pressure of the tenant.

The child has provided me with some of the current operating data of the homeowner:

Total Listings: More than 4 million

Day Update Listings: 450,000

Broker database: 1.2 million people

Contracted trading advisers: 3800 people, currently in Beijing

Registered users: 1.3 million, of whom more than 1 million are landlords

Trading Volume: Housing transactions One months 20-30 single, rental more than 1000 single

Speaking of the future business model, Dong Yan said, the split between offline services would only be a small part of what they want to do in the future is real estate financial services. The credit payment service mentioned above is one aspect. At present they take 1% per cent of each credit payment as a service charge, while renting is a market of 100 billion turnover per year. Of course, financial services related to buying houses will also be pushed forward. In addition, homeowners hope to cultivate a group of independent brokers to make the market more and more healthy.