Are you going to a big intermediary company or a small intermediary company to buy a house?

As a participant in the real estate industry, the competition among intermediary companies has never stopped. The changes in the industry are also one after another. From the intermediary enterprises in the past to the present, Ali, JD.COM and other capitals have entered the market one after another. In the regulation period of the real estate market, intermediary companies seem to have entered the cold winter. Under the new situation, how will major intermediary companies "seek change" and what trends will appear in the future industry development?

Many practitioners in the real estate brokerage industry said in an interview with the National Business Daily that the current real estate price has entered a stable stage, but the industry still has a lot of room for development and the competition is more intense; Intermediary companies need to constantly explore and innovate and "practice their internal strength" in order to provide good services.

Change, innovation and diversified business layout

New houses, second-hand houses, leasing and other fields seem to have become a necessity for major intermediary companies, and the combination of online and offline has also become a popular business model. Major intermediary companies have explored and innovated in the new situation, and their business layout has become more diversified.

Recently, Midland realty signed a cooperation agreement with China Construction Bank to help the leasing market. Jiang, managing director of Midland realty Shenzhen (real estate) and Huizhou (real estate), told the National Business Daily that CCB's layout of the leasing market is a national innovation model, and now other cooperative institutions are in the testing stage. Midland realty is now providing a customer recommendation service to CCB, that is, recommending some customers with mortgage demand to CCB, and is exploring deeper cooperation.

Jiang added that leasing is a very important business category of Midland realty, as well as diversified businesses such as houses, shops and finance. In the future, Midland realty will vigorously develop leasing business and try to cooperate with different leasing institutions and developers to provide leasing intermediary services.

Jiang revealed that Midland realty has been exploring and innovating, whether it is testing the water network to shoot houses or cooperating with financial institutions, and some new cooperation models will be launched in the future. He believes that all walks of life in this era are seeking change and paying attention to resource integration. I believe that the intermediary industry needs constant change.

Nowadays, "both renting and selling" has attracted much attention, and the intermediary is not absent. Based on the advantage of user flow, Group 58 is trying to cooperate with major domestic developers to provide comprehensive solutions for tenants, operations and systems, and explore a new model under the housing system of "renting and selling at the same time".

The insiders believe that the rental market has a huge future development space and is a useful attempt for the diversified development of intermediaries.

Stricter supervision and fierce competition in the industry

Frequent state regulation and control, the tightening of the property market policy led to a decline in transaction volume, and supervision continued to tighten. The industry believes that the market downturn will generally lead to the closure of intermediary stores and the departure of personnel; With the entry of Ali and JD.COM, the industry competition is more intense. However, the development of the Internet will make the industry more standardized, pay attention to user experience and make information more transparent.

At the beginning of this year, the market news said that an intermediary planned to close 300 stores in Beijing (real estate), and said that Beijing Chain Home has recently carried out comprehensive compliance rectification work, optimized the allocation of store resources, and strengthened the management and standardization of all stores.

What's the market situation in Shenzhen? A person in charge of an intermediary in Shenzhen said in an interview that there were about 500 stores in Shenzhen at the end of last year, and now there are more than 520 stores in Shenzhen, and the number of stores has increased slightly. However, the location of some shops has been optimized and adjusted to carry more community services.

The above-mentioned person in charge added that opening a store is not blind expansion, and the site selection is carried out according to its own rhythm and team operation through accurate calculation and scientific system. The more the market goes down, the less likely it is to close stores and lay off employees. Instead, we will achieve our goals in a more scientific and detailed way and gain benefits from market share.

Zhang Shaojie, managing director of Midland realty Shenzhen and Huizhou district, also said that Midland realty has about 200 stores in Shenzhen, and the overall market is not very good in the past two years, and the number of stores has not increased greatly. This year, we mainly adjusted the stores with high rent and poor location.

In addition, Zhang Shaojie added, Midland Property is a service, and it is not suitable to expand too quickly before the talents are mature, otherwise the service level will be affected.

For talents, it is to respect professional brokers and attach importance to the turnover rate index. The relevant person in charge in Shenzhen said that the overall turnover rate of securities firms has declined this year, from 9% to 5%, far below the industry average of 10%~ 12%.

The above-mentioned person in charge said that this year's talent recruitment has also been upgraded, for example, the academic qualifications are not lower than junior college; In the salary system, junior brokers are supported and protected, and the guaranteed salary will be slightly reduced after a period of time, becoming "basic salary+guaranteed salary+commission"; With the maturity of securities firms and the promotion of internal level, there will be different salary structure settings; And considering the poor ability of newcomers to work independently, Chain Home encourages brokers to cooperate in invoicing.

Market downturn, major intermediary companies have changed, diversified business, adjusted the layout of stores, and improved the professional level of brokers, so what is the future development trend of the industry?

According to analysts, from the supply side, first-tier cities have turned into the stock housing market, and the number of houses available for intermediary services will continue to grow in the future, and the living space of intermediaries seems to be growing. However, due to the progress of internet technology, all kinds of real estate internet platforms will break the information asymmetry more, and the independent broker model will probably be more suitable for the future development trend, and the professionalism and brand of brokers will be more important. From the demand side, in the short and medium term, affected by real estate regulation, qualified buyers in first-tier cities will be further squeezed, and the purchase behavior will be delayed. But in the long run, the intention of renting and selling at the same time is not to curb the demand for housing, but to reasonably guide people to purchase houses in a gradient. Because real estate transactions are professional, the demand for intermediaries will not weaken. However, due to the construction of government rental platform and the rise of a large number of brand apartments, renting may have a certain impact on the needs of intermediaries.