Why did the real estate agent who made money change careers?

The "agency company" here refers to the enterprise whose main source of income is the sale of first-hand houses in real estate projects, and the "business change" here refers to the move that such agency companies no longer take the agency business of first-hand houses as their main source of income. After meeting friends in the circle for a long time, we will naturally talk about the topic of agency. The most talked about is "who took the new project" and "who closed the door". Many friends who are agents have mentioned the topic of changing careers. I thought about it. In recent years, the disappearance of agency companies can be basically divided into two categories: one is the failure to make money; The other is making money, but changing careers. There are two ways to change careers: one is to leave the real estate circle completely; The other kind is just no longer engaged in the sales of new real estate agents, but still mixed in the real estate circle, such as going up to engage in development investment and going down to engage in second-hand housing. Changing careers that don't make money doesn't need to be discussed, but why should people who make money also change careers? I think we need to understand it from two aspects in order to fully understand why companies that make money from agents want to change careers. First, from the traditional perspective of "doing one thing and loving another". I think it's not that I don't make money now, but that I'm too tired to make this money. If nothing else, take my handkerchief for example. In the first year, it averaged nearly 5000 kilometers per month! Scary enough. ! At that time, we had projects in six cities, including Tai 'an, Rizhao and Dongying, and a number of key customers to cooperate were distributed in Binzhou, Weihai and Yantai. This small handkerchief accompanied me everywhere to communicate, have meetings and negotiate. Even cities like Weihai and Rizhao are going back and forth on the same day. Who wants to do this? ! (Of course, I am an example, and I am not representative in the universal sense. From this point of view, the bosses of agency companies can be divided into three categories: 1, who do this business but don't love it. The purpose of doing this business was to make money. When they make a fortune in this business and accumulate original capital, they will change their minds and find another paradise. The most typical example is the marketing planning company of WorldCom, which turned out to be a dry goods company. I worked as an agent for several years under the introduction of others and made a lot of money. However, due to the great development of the agency industry, the backbone of the company basically jumped out and did it by itself, and Lianshitong then returned to the original route. This is a very successful example. The old business has not been abolished, and the new business will be collected as soon as it is good, which is quite comfortable. Now Lianshitong jiaozi sells well in the supermarket. 2. Fall in love with this business. I used to work in other industries. After I entered the agency industry, my work went very smoothly. With a sense of honor and belonging, I turned this industry into a career, so I lost my old job and specialized in this industry. Of course, there are also cases where the previous industries can't do it, or there are no industries that are more interested for the time being. The most typical example is Ye Zhi Tianjiao. The boss of our company used to install air conditioners, but he accidentally entered the agency industry and then took agency as his core business. He once enjoyed the scenery in Jinan real estate circle. I heard that his interest has now turned to advertising. This is also an example of a good beginning and a good end. I like this industry, so I did it. This is true love. The boss or core leader of the agency company itself starts from the grassroots level of this industry and becomes an expert, even the best expert and top expert in a certain field of this industry. They have regarded the study and pursuit of this industry and a certain field as a part of their work and life. The most typical example is probably the Zhimeng era, no kidding, really! The first two are easy to change their minds, but the last one has the possibility of persistence. Second, the particularity of the agency industry doomed those who are weak-willed, passionate and inflexible. 1. The agency industry will always be a "better situation than people" industry. No matter how high your level is, whether you admit it or not, the real estate industry is a "better situation than people" industry. If the government makes your industry fire, then everyone will throw off their cheeks and eat meat together. If the government lets the industry cool down, then everyone will bite their teeth and drink together. Due to the high dependence on policies, the marketization of the whole real estate industry is not sufficient, which determines that there are great opportunities and contingency for the development of this industry at present. In addition, the market has been skyrocketing in recent years, and there have indeed been good times when you can make money as long as you win the project, which has led many agency companies to either take the "right path" or not rely on the "right path". Everyone is desperately trying to make connections and engage in public relations to get the project. Whether it can be done is the next thing to talk about. Can an industry that is not fully market-oriented and relies on the overall situation win the absolute trust and dependence of customers? When everyone has formed the inertia thinking that whoever can win the project can make a fortune, it is not far away for everyone to win the project. Today's harsh market environment is proof. 2. The dilemma of opportunism development. The real estate agency industry belongs to project-oriented enterprises, which is why this industry is full of countless stories of overnight rise; However, all project service-oriented enterprises have development bottlenecks that either grow up or live not long. In fact, the more opportunities, the more difficult it is to grow and develop. In addition, there are too many non-market and non-professional factors in the process of taking the project, which directly leads to the agency's preference for opportunity development rather than strength development. Every institution says what its development strategy is, but in fact, 99.9% of institutions have no development strategy at all, just follow the project and run wherever there is a project. This problem has also been committed in the Zhimeng era in recent years, and it is being treated recently. 3. An industry with extremely low entry threshold and easy fission. I often say that real estate marketing planning is the most typical "easy to understand but difficult to understand" work. All industries that are difficult to understand are industries with low thresholds and high ceilings. After working in the industry for several years, everyone said that they knew a lot, and then fooled those comrades who didn't know much. In fact, it is difficult to find a few people. Until today, I still think that the real estate practitioners in Jinan are like rivers and sands, but they can really be called "traders". Real estate sales agents belong to intelligence-intensive industries, and it should be said that there is a certain technical threshold. However, because the core technologies are deposited on individuals, it is difficult to control them, which leads to the irregular and frequent separation and aggregation of core figures. At present, many agency bosses have worked as project directors, planning directors and sales directors in other agencies, which is the biggest blow to those agency bosses who don't understand business. This is the reason for most transfer-in and transfer-out agencies. Agency company is a typical company category of "survival of the fittest": once the attribute of agent is broken, it is difficult to retain people, and it is difficult to develop without people; But even if there is no project for several years, suddenly winning a real estate through various special factors can immediately start a group of people and bring them back to life. It's really interesting, which is rare in other industries. Imagine that even the grassroots staff are opportunistic. How does such an industry grow and continue? 3. The phenomenon of "scissors difference" between brand premium and agency profit is difficult to form. Agency companies have a "huge common problem" that exists collectively in the intelligent industry-there is a great bargaining space for service charges due to the disunity of service content, the difficulty in measuring service level and the uncertainty of service results. According to the conventional understanding, the returns of the most market-leading enterprises in most industries are often higher than the market average for a long time, but in the agency industry, it is often that many large companies charge lower fees than small companies and rely entirely on quantity to achieve high profits. Anyone who has been an agent in Jinan for more than 8 years knows that the agent market in Jinan was pulled down by foreign companies. When the contract price of local companies in Jinan is 2 o'clock, foreign companies have already opened their mouths, which is 1 point. With the passage of time, agency companies are generally faced with the market environment of increasing costs and decreasing profits. The agency commission is declining, but the personnel salary and comprehensive cost are getting higher and higher. This makes many investors and speculators who are interested in the long-term development of the agency industry disheartened and helpless. 4. It is easy to have growth boundary, so it is impossible to realize real economies of scale. Any industry that relies too much on people's subjective initiative is an industry that cannot achieve economies of scale. However, in the sales link of the agency company, the requirements for execution are extremely high, and it is useless to be strict with the system. The level of a project director determines the team level of the whole project team, and the level of a field sales manager determines the level of a field sales team. Internally, the cost of people and management is too high; Externally, the energy cost of maintaining cooperation with customers is also extremely high. These two conditions mean that the energy of the core leaders of the agency company determines the development scale and future of the company. In this era of rapid maturity improvement of the real estate industry, without very special relationship resources, very strong financial backing and very stable excellent team, it is impossible for today's agency industry to produce national companies such as E-House, World Union, Zhongyuan and Hefu. What's more, even these big companies mentioned just now have their own problems, and they are not as perfect as they thought. 5. Rogue factors of some inferior developers. Deng Zhiren, the godfather of the mainland agency industry, once said, "I hate collecting money. Every time I collect money from the developer, it's just like begging. " After so many years of market economy, the contractual spirit of "willing to gamble and admit defeat" has never been established; For some developers, the money that can or cannot be given must not be given, and the money that must be given should be given as little as possible. This is their creed of cooperation. No matter how much excess premium you realize for developers, when it comes to giving money, developers feel that they are cutting meat and are reluctant to part with it. At this time, no matter how strict the contract terms are, developers who want to cheat are all nonsense written on waste paper. Some inferior developers often default in those "long storage and short explosion" transactions and premium installment settlement. It is the despicable behavior of such a group of inferior developers that ruined a group of agency companies with long-term development potential. After reading the above, do you think if you are weak-willed, passionate and inflexible, even if you make money, can you still get along in this circle? 3. Which types of institutions are the easiest to change careers? The key depends on the agent's boss. 1, a speculator who aims at making money completely; 2. After listening to the profiteering story of the agency, I found that the money was not so good after coming in for a while; 3. I didn't want to do this job at the beginning, just because of some accidental factors; 4. The boss of the agency company is not a professional himself, and he doesn't know much about the core technical links of agency sales and can't control them; Being an agent not only tests your ability and strength, but also tests your energy and physical strength when you are old. It is easy to make people physically and mentally exhausted, and it will not work when they are old. A book that had a great influence on me in 2007 was Focus-Interpreting China's Invisible Champion Enterprises, which mentioned that there are two reasons for the permanent decline of a certain product (service) market: First, the demand of users related to this product or its downstream products is decreasing; Second, the demand has not decreased or even increased. However, due to major technological changes, new substitutes appear, or the cost of existing substitutes is reduced and the performance is improved, resulting in this form of products no longer popular. It can be seen that the old agency model of traditional agency companies has been tottering. The agency companies that can survive in the future are destined to be small and strong enterprises that are either entrenched in a certain area, proficient in a certain property type or good at a certain project. In the future, the agency industry will go all out, and a group of professional enthusiasts will support it here until they lose interest and their passion fades.