Keep evolving by tossing yourself
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From the Beijing Lianjia headquarters in Jiuxianqiao, Li Fengyan manages more than 1,400 stores and 26,000 brokers in Beijing Lianjia. Here is Shell system of Birthplace, it is also the earliest Whampoa Military Academy of Shell.
Every month, Li Fengyan will hold talks with outstanding newcomers who have been with Beijing Lianjia for 3 months. He found that the post-90s who have just entered the workplace are not used to traditional work methods such as telemarketing. If you let them call They will be very repulsive if they sell the house every day.
In the lobby on the first floor of the Beijing Lianjia headquarters, there is a rest area arranged as a coffee shop. Every day there are candidates waiting for interviews. Most of them are undergraduates without any professional experience, and they are gradually getting older. After sliding to 95. These young people were born in the Internet age and like to pick up their smartphones and interact with each other on a few inches of touch screen.
In the Beijing second-hand housing market, Lianjia occupies the largest market share. Each year, about 100,000 second-hand houses in Beijing are completed through Lianjia transactions.of.
But behind the stable market share, trading methods are changing rapidly. The proportion of online visitors continues to increase. By 2020, the business opportunities provided online have reached nearly 60%, while telemarketing has dropped to less than 10%.
Beijing Lianjia decided to abandon this “10% chance”.
Li Fengyan said that Lianjia “likes” tossing his own people. “Lao Zuo” (Zuo Hui) has always said that the company must be long-term, so it must be able to see the pain points and at the same time force himself to solve it. There will be painful periods in doing so , But all successful reforms can survive the painful period and get out of the smiling curve.
Li Fengyan is a 19-year veteran of Lianjia. Since joining Lianjia in 2001, he has experienced two hardest painful periods.
The first time it was in 2004, Lianjia proposed “transparent transactions, signing tripartite agreements, and not taking the price difference.” As the broker’s cake was moved, the attrition rate of its brokers reached 80%, and the business volume directly fell to the bottom. The Lian family finally relied on recruiting pure newcomers, not recruiting peers, and after a major exchange of blood, from scratch training the “Chain family” children through the painful period.
The second time was in 2011. Lianjia announced that 100% of the real listings will be paid out. Fake one will be compensated 100. If there is a false listing information, it will lose 100 yuan in cash. After the implementation of real listings, Lianjia’s call consultation volume dropped by 50%, and many brokers saw the call volume rise again after three months of salary.
After these two active “reverse forces”, Lianjia has truly become an industry benchmark. After that, Lianjia repeatedly “tossed his own people”, forcing the agent to evolve, including “safe service promise”, 30124 customer complaints and corresponding promises. As of September 30, 2020, Lianjia has paid more than 131,689 claims in advance across the country, with a total amount of 2.214 billion yuan in advance. However, Lianjia also acquired a corporate culture with strong broker management and execution power.
On the surface, free phone marketing means that Lianjia has lost 10% of its business opportunities and forced brokers to improve service quality, but in essence, Lianjia’s judgment on future trends.
Li Fengyan has the following several
Source: pexels