"Troika" docking real estate Electric dealer

Tang Yinhhao Newspaper reporter

"Change the traditional business model, and strive to use the group's long-term established resources and advantages for all partners and buyers to provide intimate services." "This sentence is written into the group's strategic deployment of the statement, is now a new change in the superior room." The change is thorough. Good at doing the media excellent room to officially enter http://www.aliyun.com/zixun/aggregation/6255.html "> real estate Intermediary, the original" Superior Room Gold Broker + Real estate + excellent room franchise Shop "New model, And a second-hand housing linkage in the form of partners and all buyers to provide fast, accurate, high-quality real estate intermediary transaction services.

Innovation One: Mobile Brokers

April 18, "excellent room real Estate Direct shop" two stores opened at the same time. In the new appearance of the direct shop doorway, excellent room the first batch of 20 "gold brokers" full debut, the same day, they drive a brand new "excellent room mobile car" in Shanghai began to travel. Every day in the future, every gold broker will become a mobile broker, by the excellent Tenant service Center Unified Dispatch, shuttle in the streets of the city, carrying customers on the field to see the house, transactions.

Xiao, president of excellent housing group, said he wanted to make the image of a home financial advisor and let fixed intermediary stores move so that real estate trading services were no longer restricted to a particular point or street. Among them, he learned the successful model of independent brokers in the United States, that is, brokers have a professional image and Word-of-mouth, combined with the previous industry failure lessons, and eventually formed a "superior room Gold broker" model.

"At the end of last year to recruit Superior Room gold broker advertising, suddenly came more than 2000 candidates, layer screening, the first batch of only left more than 50 people." Xiao said, to do independent brokers, professional, character must be perfect, of which three threshold must be achieved, one is to have a broker certificate, the second is more than two years experience, three is driving. "Of course, the third requirement is very special, but considering that the superior room gold Broker is a mobile service model, everyone will be equipped with excellent room cars, shuttle in the city, so it will be able to drive the necessary skills." ”

The biggest advantage of letting brokers flow is to break the regional characteristics of fixed locations and fixed services in intermediary stores. For example, one of the old Simon's customers, due to limited funds, replacement of the new house or the adjacent area of second-hand housing hesitate, if rely on their own accurate search to new homes and second-hand housing are more difficult, at this time, excellent room mobile brokers can provide door-to-door commissioned services, Carrying customers can see the excellent room is acting Pujiang a product diffuse city, such as several peripheral new disk, you can also see the excellent room throughout the urban areas of the collection of various second-hand housing sources. "As a result, the range of brokers ' activities and trading houses has been extended indefinitely." ”

In order to make excellent room gold broker model, Xiao also set up within the excellent Housing Group Customer Service Center. Consumers have to buy and sell housing demand can be dialed Superior Room hotline, by the Customer Service Center integrated Superior Room for new disk, second-hand housing source after the unified deployment to the gold broker. "In this way, independent brokers will not feel alone, but have a strong housing, source system support." ”

Innovation II: Regional Direct Shop

A broker is like a fish in a pool, a fish must have a pond, and a real estate store is a reservoir. Therefore, in the innovation of "Superior room Gold broker", Xiao decided to open the store, and must be each is more than 200 square meters flagship store. April 18, "excellent room real Estate" Two direct stores Zhabei shop and Minhang shop opened at the same time.

"Straight Shop Unified name Superior Room real estate." Xiao said that it has two major tasks: one is to focus on high-end property in the region, and the other is to work with mobile brokers to complete all the training of mobile brokers.

Huangpu district, Old Simon Street is being piloted to build "Smart community", excellent housing group has been selected to provide real estate services for community residents. Xiao said, use this opportunity to break through the innovative model of superior room, provide the street residents with one-on-one service. First of all, by the Network Service staff excellent room to teach the residents how to excellent housing network listing, all the information related to the listing on the network, but the resident personal information locked in the excellent room network background (excellent room Group Customer Service Center has cooperated with China Telecom to protect the privacy of owners); The Customer service center deploys the mobile broker to visit the house, to know the details, and finally, the mobile broker and the regional direct store cooperate with each other to sell the house. "The purpose of this attempt is to let consumers feel that the sale of housing is not complicated, even if travel is not in Shanghai, you can check the situation through the network, the transaction progress." More importantly, by the owner of the listing of their own listings, the price is the most real. Xiao said, before the deal, all the services provided by the superior Room are free.

Considering not with excellent real estate third business Superior Room franchise conflict, excellent real estate only to regional direct store form expansion, and each district opened 1-2 enough.

Innovation three: Excellent room to join the store

In addition to regional direct shop, in order to quickly docking real estate intermediary market, excellent housing group in 2012 has been set up "excellent real estate to join the store", output excellent room brand. At present, has formed the "prairie" potential, in the Shanghai urban area has been expanded to 15 or so, respectively distributed in Minhang, Pudong, Xuhui and so on, and each store transactions are doing well. "Excellent real estate to join the store" has continued to expand, for the year to expand to 100.

With mobile brokers, excellent room real estate, why do you want to open a good room to join the store? Xiao's answer is to do strong real estate brand. Second-hand housing market capacity is very large, especially in Shanghai, such as mega-city, the future of residential demand is still very large. But under the influence of macro-control, real estate intermediary has to fall, some small intermediary business done well, unfortunately, the brand influence is not enough, even no brand, it is difficult to enter the primary house distribution business, and excellent real estate itself has been in the real estate media, consulting, agent on the achievements, may wish to the media resources and agent resources to send them, Share a platform to digest quickly. In this way, the small intermediary has to the big brand gathered close to the opportunity, also has the business growth space, excellent real estate brand can quickly integrate into a new model, will standardize, professional quality service to consumers.

"Troika" competition electric dealer

Superior Room Gold broker, excellent room real estate and excellent room to join the store, was Xiao analogy for "troika", he expects to use these three parallel complementary business to docking Superior Room network, through the online and offline real estate trading platform, the real "real estate electric Business" mode.

"At the end of 2011, real estate electric business became the hottest vocabulary, whether it is the network or development, agents, are swarming into the electricity quotient, think that the spring to buy and sell the house online." "As a result, practice down to find that the network to sell the house must be traded, after all, the real estate amount, the people pay attention to very high, not many times on the field to see and compare, impossible to complete the transaction." However, through the network to understand real estate, query transaction information demand is increasing, what should be the real estate electricity business? Xiao pondering down that the line must be online business docking, which may be to explore the real estate electrical business success of a new model.

He decided to first clear the network of interference information, but also the authenticity of housing prices, personal listing information accuracy. After the new revision of the excellent housing network will be in May this year, only pay attention to a second-hand house information, hope to play a practical real estate information platform can be listed. Then, by the Superior Room Gold broker, excellent room real estate and excellent room to join three platforms at the same time to sell, solid trading services.

This year as the new model of the first year, is the start and start of the critical year, next year into rapid development. When the number of gold brokers and stores up, the fastest 2015 years of docking capital markets, into a stable development. "Just take the first step of the Xiao confidence, experienced three stages after the excellent housing group will have a qualitative change."