How can real estate appraisal institutions give full play to their own advantages to provide personalized services for clients?

in the process of the real estate appraisal industry gradually moving towards marketization, domestic appraisal institutions are facing increasingly fierce competitive environment. How to give full play to their own advantages and seek the road of sustainable development is a problem faced by every appraisal institution. In this regard, real estate appraisal institutions must first have a clear understanding of their own advantages; Secondly, have a full understanding of the client's personality characteristics. Only with these two prerequisites, real estate appraisal agencies can provide customers with satisfactory services and make continuous progress.

so, what are the advantages of real estate appraisal institutions? The author thinks that it is mainly reflected in four aspects:

First, the advantages of local specialties

Because the appraisal agencies are basically local enterprises, they have been studying, living and working in their beloved cities, and they are very familiar with local customs, customs, historical development and personal connections. At the same time, due to the professional nature of appraisal, appraisal institutions have always been in the front line of the real estate market. The so-called "Duck Prophet of Spring River Plumbing", the appraisal agency's familiarity with the current policies and regulations, its grasp of the local real estate market and price trends, and its understanding of the government's policy orientation are all in a leading position.

Second, the advantages of scale management

After more than ten years of market cultivation, the real estate appraisal industry has been guided by the government (especially in 2, the State Council issued a document requiring all real estate appraisal institutions in the country to break away from the dependence and subordination with the government, so that the appraisal institutions can truly become an enterprise entity and go to the market, so that the appraisal institutions can grow stronger under the baptism of market storms) and their own efforts. Now, from Beijing to Shanghai, Guangzhou and other cities, many appraisal agencies are expanding in scale, with richer industry experience and experience, and their ability and strength to compete for national benchmark projects have been greatly strengthened, and their internal management level has also reached a higher level. For example, many companies have introduced iso9 quality management certification system, and tracked, inspected, fed back, revised and improved the appraisal report process and customer satisfaction, thus improving the system construction and greatly strengthening the implementation; Many units have established an automatic evaluation system for urban real estate with the help of computers, and at the same time, they are realizing the informationization of customers, knowledge, human resources and financial management, forming a consulting enterprise closely combining it and knowledge.

Third, the advantages of talent gathering

Regardless of foreign experience or domestic practice, the appraisal industry has always occupied the position of talent highland in every link chain formed by the real estate industry. With the expansion of the scale of appraisal institutions, appraisal institutions have formed a talent team with high academic qualifications, strong professional background, many of them have foreign experience, international vision, and hold the qualifications of domestic real estate appraisal and Royal Chartered Surveyor (rics). After study, practice and summary, the quality and vision of appraisers have been continuously improved. Performance in the ability to collect, analyze and sort out information; After completing a typical evaluation case, put it on record, summarize and publish it, so as to benefit the consciousness of oneself, the team and the latecomers, the social skills with affinity to interact with customers, the width and depth of professional, legal and psychological knowledge, and so on. All of them reflect the intellectual leading position and talent gathering advantage of appraisers in the real estate industry.

Fourth, the advantages of mutual cooperation

The real estate appraisal industry is attached to the skin of the real estate market, which, like the real estate market, has very strong regional characteristics. However, a mature real estate appraisal agency will never draw a prison and only do local projects. It will complete difficult evaluation projects across geographical barriers according to customer requirements. Many foreign multinational investment banks, in particular, have their Asia-Pacific or China headquarters in Beijing and Shanghai. In recent years, these investment banks have shown great interest in hundreds of billions of bad debt packages (these assets are all over the country) launched by banks in China and the four major asset management companies. This provides an opportunity for Beijing and Shanghai to withstand the critical eyes of foreign investment banks and finally be selected as evaluation institutions. Many appraisal agencies in Beijing and Shanghai, after accepting the entrustment of foreign investment banks and with the care and support of China Real Estate Appraisers and Brokers Association, will find local A-level appraisal agencies to cooperate with each other to complete the appraisal project. Under the leadership of China Society of Real Estate Appraisers and Brokers, the overall awareness of domestic appraisal agencies supporting each other and the sense of competition in the face of foreign appraisal agencies grabbing the China market and competing with foreign appraisal agencies for foreign customers is reflected.

Of course, some of the above advantages are compared with the current situation of domestic real estate appraisal institutions before the restructuring. To make these advantages more clearly displayed, it is still necessary for real estate appraisal institutions to redouble their efforts.

so, how to fully understand the client's personality, so as to provide targeted and tailored services? In my opinion, the measures and steps should be taken as follows: market segmentation → customer identification → finding characteristics → providing targeted services

In an international metropolis like Shanghai, the clients of evaluation projects are often international. So there are domestic customers and foreign customers. Domestic customers mainly include banks, courts, government agencies, enterprises and institutions, and the general public.

foreign customers include: foreign banks, foreign investment banks, foreign funds, foreign enterprises and foreign individuals.

for example, among domestic customers, the characteristic of state-owned commercial banks is that they are very cautious about collateral because they are burdened with trillions of bad debts in history. In addition, they are also under great pressure from liquidity risk, operational risk and legal risk. They need assessment agencies to provide them with objective and professional assessments to reduce their operational risks. At the same time, because their major is finance, their research on capital lending, financial management, exchange rate and interest rate is more thorough. However, the understanding of real estate policies and related laws and regulations is often not timely and does not go deep into these characteristics of banks, so evaluation agencies can provide relevant services on their own initiative. For example, last year, the central government issued a series of relevant documents for macro-control of the real estate market. Around the Spring Festival this year, the central and local governments successively issued policies on taxes and interest rates. Many evaluation agencies wrote articles in due course, actively communicated with banks, and gave lectures at bank branches and sub-branches. Furthermore, as early as last year, when the news that the Supreme People's Court had banned the auction of 12 kinds of necessities involving ordinary people (at that time, the internal consultation draft was: No Seal-up) was just disclosed, some appraisal agencies informed a number of state-owned commercial banks in Shanghai at the first time, and reminded banks of the legal risks when this policy was introduced for housing mortgage loans. These timely, targeted and timely services are highly valued and welcomed by bank customers.