The wave boiling in the marketing model of "the National broker"

Absrtact: Full of people all over the world, this sentence originated from ancient poetry is becoming a common form of marketing slogans in the real estate sector. Position, both can fill in the industry leading Vanke, room enterprise hundred billion club Black Horse Country Garden, military background of central enterprises in China Airlines real estate, can also fill in

"All over the town is full of xx people", this sentence originated from ancient poetry is becoming a common form of marketing slogans in the real estate sector. XX position, can fill in the industry leading Vanke, room enterprises "hundreds of billions of clubs" black Horse Country Garden, military background of the central enterprises in China Airlines real estate, can also be filled with real estate electric business platform good home, or a large amount of money sought after the house-the logic behind this is "all-agent" marketing model of the noise boiling.

August, the past as a traditional housing intermediary opening the threshold of the "real estate Broker Certification" was officially canceled, the news of the "national brokerage" concept to the climax. The new trend, which may shake the rules of the traditional brokerage business, has also detonated a war of abuse between developers and intermediaries.

"China Economic Weekly," The interview found in the "good house worry about selling" under the environment, developers and intermediaries between the benefits of the cake was split.

Scramble for source data

According to the Shanghai Yi Ju Real Estate Research Institute of 35 cities to monitor the total inventory of newly built commercial housing, once the developer of a room is now suffering from "inventory anxiety disorder." As of the end of July, the total number of new commercial housing in 35 cities grew 22.8% year-on-year, reaching 265.94 million square meters, again refreshing the history record.

"Now in several aspects of real estate marketing, whether it can accurately spread the information to target customers, brokerage institutions can obtain effective source data has become the key to achieve the core value of broker-General is here." "China's economic weekly," said Wang Meiling, founder of the Good house.

Reporter log in good house China official website, notice that any person registered as a free agent, can submit to the website has the intention to purchase the customer name phone. According to Wang Meiling, its business model is first from the developer to get the real estate agent, online registration of customer information through the technology cloud services into the infield, by the professional broker team responsible for follow-up tracking, once the transaction, free brokers and professional brokers will be a certain proportion of the Commission.

This is also Vanke, China Airlines and other real estate predators to kill into the concept of popular marketing ideas. To Vanke, for example, anyone can register as a "million-passenger" platform, such as online brokers, through the recommendation of real potential customers to buy Vanke project to obtain commission.

"The ' National Broker ' has not changed the real estate broker's original business, the greatest value or improve the accuracy of data collection." Traditional intermediary data usually comes from customers who buy Fang, in the last purchase of the house transaction flow of personal information precipitated down, the intermediary will analyze the old customer life cycle and activity circle, judge his next purchase and sell the house possibility, but with friends and family circle of ' personal ' recommendation, this way looks more primitive rough. "The senior personage who engages in the operation of the electric business product Yiu Su Yue to" China Economy weekly "analysis says.

The product manager of a real estate trading information website told China Economic Weekly that China's ideas, such as Vanke and good house, are a breakthrough in traditional mode, but other connotations outside of database innovation are not revolutionary. "Compared to the platform of the Internet, such as housing, search and housing, in addition to selling advertising, bidding rankings, they also to ' see the group ' to push the sale of the card, is equal to enter the new real estate brokerage business, and the specific turnover settlement commission." ”

Pry interest Pattern

But the sales transcripts of the national brokers have surprised the industry. According to Xi ' an Vanke, "thousands of customers through the" line within a short period of one months, registered users up to 10,899, recommended customers 2848 groups, turnover of 34.08 million yuan, of which 49.87% by the free broker contribution. And from the good housing China's data show that the first half of the company's sales of up to 70 billion yuan, of which the north of the canton accounted for 20.5 billion yuan, brand developers accounted for 79% of the real estate.

This undoubtedly makes traditional brokerage institutions on pins and needles. August 18-21st, Ding Zu, executive president of Xian Vanke and Yi Ju (China) Holdings Limited, took 4 days of confrontation. Vanke's "nationwide brokerage" model has been publicly criticized by traditional intermediaries as "encouraging ' flying single ', Digging others ' Corner" and "great disrespect" to "intermediary and agency companies".

Lu Linlin, deputy director of real Estate Research center under the property intermediary, was also "in solidarity" with the "China Economic Weekly" Ding Zu: "I personally feel that Vanke does not have great innovation, but is to encourage the salesman to skip their own intermediary company to do some illegal behavior." ”

"The whole real estate electric dealer cannot do it." Because the house itself unique strong, the same building different houses, different floors of information are not the same. In addition, Taobao can do the root of the real store and shop is a huge price difference, the real estate in the net when there is no obvious price difference. "Lu Lun to China Economic Weekly," said.

And the developer and intermediary agencies between the existing interests of the structure is shaken may be caused by the cause of the war of words. Long-term cooperation with developers of new estate agent distribution Ma Wenting told reporters: "In the past, the general developers to agents of the intermediary Commission is not less than 3%, now the house is difficult to sell, some developers have the highest commission rate has risen to 10%, or even 15%, originally all into the pocket of the intermediary, is now the whole popular sales platform to share a cup of soup. ”

According to Wang Meiling, a good house in China to free brokers in the Commission is 1 of the room, the commission for Professional brokers is the 2 of the housing section, to the professional brokers of the intermediary company's Commission is the 8 to 1% of the housing section.

In other words, in the current developers pay up to the could of the housing section of the Commission, the public sales platform can get more than 80%. That is to say, the developer gives the Commission big head is fills the entire populace to sell the platform the purse, the segmentation market cake, the traditional intermediary organization becomes the platform "the laborer".

What worries the agency more is that the ambition of "good houses" seems to be more than that. "If you are an independent broker, you can register as a good housing partner after a good housing college training, and bring your own team, the Commission will be higher, after a list is made, the broker can get 3.5% of the room, the team leader can get 1%." Wang Meiling said.

Brokers may therefore "vote with their feet", the loss of talent has become the traditional intermediary's biggest worry.

Access to the vacuum zone

Ma Wenting analysis, for the intermediary market tightening belts, small intermediaries are most likely to be a positive impact of the model of the national broker, "there are many intermediary entities shop is actually a kitten 32, or pop, offline store rental costs are too high, small intermediary in the new real estate bargaining in the disadvantaged position, Now it is attractive to open the shop to the Internet. ”

However, in the eyes of the third party of the aloof, the existing model of the national brokers is not without flaw. "The biggest problem is that this marketing model has little technical barriers, it is easy to be replaced by other sites, and may even be the search room, such as a mature platform implantation." Yiu Su Yue to reporters frankly.

On the other hand, although the concept of universal brokers is already in the international community, there are still short boards for the successful implementation of Chinese-style national brokers. Public data show that 85% of the U.S. housing transactions through independent brokers to complete, but the two countries have a clear industry access conditions, there is a gap between the contract environment.

"China's real estate intermediary image is very negative, the past Practice qualification certificate is also a sham." Because in the entire trading link only the last online contract and the real estate exchange process needs this card, a store as long as the loan card can be opened, a large number of salesman is actually unlicensed practice. "Ma Wenting to the reporter analysis," Now cancels the qualification certificate and so on reduced to 0 threshold, the training task falls in the enterprise, lacks the sufficient supervision condition to establish the standard. ”

It is reported that in the United States, real estate brokers not only need to have a university degree, but also must study valuation, finance, accounting, regulation and real estate practice, such as five compulsory courses, usually the test pass rate is only 20%.