How to find out the way of real estate intermediary under O2O

[summary] Wang Zhenguang to NetEase technology, in fact, the future trend of information services is large data mining, especially in the mobile trend, users can find information in real Time field. For the traditional intermediary how to find the right way to connect the Internet, in fact, there have been a number of entrepreneurs began to join the field, such as Eyugi House, a lot of houses, houses, mushroom apartments and so on.

Wen/Zhang Junxiang

Real estate intermediary industry, is falling into a scuffle.

In this field, the traditional real estate industry such as Chain House property in China began to access the Internet, to reform, search rooms and other Internet traditional real estate players in the capital business level began to reflect on the traditional mode of change, Eyugi House, a lot of new models, such as representatives of the emergence is also beginning to impact the traditional model, and the recent 58 with the city to buy a tenant, It shows that the Giants are starting to raise barriers to competition through capital mergers and acquisitions.

Under the O2O concept, where will the real estate intermediary go?

Case: The confusion of real estate transaction

For the young people of North Drift, rent and buy a house is life has met or will encounter the most practical difficulties, NetEase technology reporter side has so two stories:

Miss 1.X: Miss X is going to rent a house near the northeast third Ring Road in Beijing. It through 5 offline intermediary to find housing, in addition, Eyugi House, Tintin rental, freely and other products on the search; within one weeks, Miss X saw more than 40 sets of houses, but still did not find her favorite; Miss X said, in order to find room real-time brush all kinds of apps, anxious to not, Finally, find a house to rent through a community.

2.S: Mr. S is going to replace his house in the suburbs of Beijing. For convenience, Mr. S chose an intermediary near the neighborhood, but the distressed thing came: the agency's service mechanism is not perfect, for the property is expected to be high, and the actual loan in the bank can not be estimated high, such errors lead to a large amount of the current transaction costs, Mr. S is very confused.

Perhaps many people have experienced similar situations in real life. From Case 1, we can see that in order to find the right house, the user's experience is very tortuous, and in this process, as a tool of the Internet, the actual resulting information screening process is collapsing, coupled with the busy offline viewing process, which leads to the quality of information services itself has not brought convenience to users, Instead, the user gets caught in the ocean of information.

In case 2, it can be found that, in the large-scale intermediary services outside, because the information is not transparent, the service process is not perfect, traditional small and medium-sized institutions although still can be in some traditional community foothold, but the actual business capacity is not strong, resulting in cumbersome service flow, the final effect is poor.

How can the Internet change the confusion in real transactions?

Can information services really change real estate?

The information service is one of the earliest net of the whole real estate business, in the popular words, is the advertisement, but in the information service, the authenticity often is criticized by the user, has the traditional intermediary organization personage to the NetEase technology discloses, "we upload so many information, the goal is increases the exposure rate." "In fact, this practice is not a family, and there are many similar situations in the industry."

This is a huge problem for users: information overload is even more troubling to users than information.

User demand for real estate information is just needed, for the information quality that wants to see is higher, but the existence meaning of the traditional intermediary is for the control of the offline information; In the chain Home network products Vice President Yan Look, real estate O2O is still essentially offline services, but the change is the way users look for services in the past, through the Internet, Mobile Internet will increase the efficiency of viewing houses.

In 58 of the same city to acquire a tenant, two companies have been because of false information by users criticized. For the acquisition of the completion of the new company, how to effectively control the availability of housing information has become the most important issue, 58 with the city's vice president of real estate Wang Zhenguang to NetEase Technology, said, "in the past many people have false information on the misunderstanding, in 58 to find more listings is to find clues, The personal quality and brand of intermediary broker is one of the most important factors for future users. "The reason for this is that for the 58 information platform, the final deal still needs to be done on the offline platform," Wang Zhenguang said.

Wang Zhenguang to NetEase technology, in fact, information services in the future is the trend of large data mining, especially in the mobile trend, users can find information in real Time field.

Real Estate expert Xinyu that this is the past Vertical portal Search house confusion; Since last October, the search house began to grasp the layout of the line, the acquisition of several chain intermediaries, the purpose is very clear: to strengthen the control online.

However, from the past information plus advertising mode to the offline service, search room heart business also directly impact the past partners (I love my home, Chain home, Zhongyuan and other intermediary agencies), followed by the intermediary boycott, which also let the house into a crisis of transformation. Industry insiders believe that the search House online business also dare not invest too much, because the line of business is too long, overweight instead will drag their own business growth.

Of course, the housing crisis has been reflected in the capital market: Its market value from the highest nearly 7 billion U.S. dollars fell to now only 2.2 billion U.S. dollars; In this respect, there are reluctant to sign the industry said that the search room to do so is not only helpless but also inevitable, real estate only load, and can not wait for traditional

Self-change from traditional intermediary

"The amount of traffic that comes from a house search is only 8% of the total, why do we have to invest a few billion dollars a year?" "Chain Home network product Vice President Yan find this to the NetEase Science and Technology Exposition Reason, in October 2014 the end of the chain Home real Estate Chairman Zohui article boycott after the house, Chain home network began to push the front desk."

Chain Home Network Team also began a rapid expansion, the staff from the initial dozens of people to the current nearly 200 people, the office also moved from the two ring to the more Internet-style West two flags, Yan to find out bluntly, "Here is to better dig the internet talent." ”

From the chain home, chain home network platform is highly valued, the group level requires all brokers must be all real estate information uploaded to the chain Home network, and in the chain home to establish a similar Taobao shopping evaluation system, users can be the first time tracking process, but also evaluation.

In Yan Look, now the chain of home network do is still only a comprehensive platform for real estate information, the future around the life service, according to user viscosity can carry out more community services, and this is the chain of home network platform exists value.

In addition, the chain Home network data show that the growth of its passenger traffic is very obvious, the ratio has risen from 20% to 30%, and the expansion of the chain is continuing, this year will also be in Chengdu, Shanghai mergers and acquisitions chain intermediary to expand market share.

Yan found that the future of the chain home model, online and offline will be two parallel lines, mobile Internet is the most critical link, whether it is to enhance user Service, broker business development is very important.

The voice of doubt also exists, some insiders believe that chain home model is too heavy, also easy to fall into narcissistic state. Xinyu that, "Chain home is a blind toss", it is believed that in the traditional intermediary, the broker model deep-rooted, how to break through the existing concept, the art of service, this is not relying on KPI system, evaluation system can be achieved.

Where is the opportunity for the entrepreneurial team?

For the traditional intermediary how to find the right way to connect the Internet, in fact, there have been a number of entrepreneurs began to join the field, such as Eyugi House, a lot of houses, houses, mushroom apartments and so on.

Yu once said that the Internet is a fast-running representative, but in the "long run" problem, the Internet model needs to connect the line to supplement, especially the mobile internet O2O mode, the connection tradition becomes the key.

Eirogio that the traditional housing industry and the best combination of the Internet, under the line through the traditional brokers and two sets of personnel to drive the sale and purchase transactions, its offline personnel in less than a year time has expanded to nearly 3000 people.

Deng Wei, co-founder of Eyugi House, said, "We use the mode of the Internet to subvert the traditional intermediary business model, such as intermediary costs halved, second-hand housing commission concessions, in addition to using the Internet information real transparent real-time to increase transaction efficiency, and the use of the Internet evaluation system to evaluate the broker business, to solve the traditional search room users pain point ”。

According to Deng Wei to NetEase technology, "Love House housing rental in Shanghai has achieved 28% of the market share, and we are in the practice of forcing the traditional intermediary began to change." "Perhaps this is the reason, the traditional intermediary chain in the hot push their own Tintin rent remission intermediary fees, I love my home also in the development of intermediary fee concessions and other forms."

From the traditional intermediary of the most perfunctory rental areas into, Eyugi House now began to expand the field of second-hand housing; in Deng Wei view, in addition to the rental area, the second-hand housing sector is also the key to future business development, "although we are now in the market to obtain a scale of only 1%, but this 1% is a short 8 months of achievement." In the industry's view, the Eyugi House approach is still the traditional Internet or free mode, but the huge size of the real estate business in the future how the balance of the Internet companies need to think about.

Deng Wei said that the Eyugi house for the line of the team's construction is based on their own business considerations, to increase the efficiency of the business through the division of labor within the region; specifically to the business, brokers are only responsible for taking customers to see the room, push staff to find clues, with two sets of systems to motivate team morale.

Such efficiency from the Deng Wei share of the data can also be a reference, "rental users on average to see 1.5 houses can complete the contract, compared to the traditional intermediary promoted 8 times times." In addition, at the end of the product it has begun to test the video viewing room and other forms, and is building its own real estate database.

Reporter's Notes:

For real estate internet change, from intermediary to developer to the Internet platform are thinking about opportunities and innovation where; in the present, the line of the battlefield has started, online integration has begun, the future around the real estate transactions, payments and other models will be more drastic changes.

In the words of Pan Shiyi, chairman of the real estate giant Soho China, it is "the real estate sector that allows the Internet to choose a house, not to promote the price of the information; If there is no such part, just playing an ad, it is not the traditional industry and the Internet products. ”