The property company needs to explore a path that truly suits itself.
Editor’s note: This article is from WeChat public account: Shell Institute, (ID: gh_44da0ccc8400) , author: Hsu Wen Yuan, an authorized reprint
In an apartment-style community near Huangzhuang, Haidian, Beijing, Mr. Dong, the house agent, walked into the lobby with the customer, Miss Li, and just walked to the elevator to prepare for the card, “feed and feed, stand and stand”, the property came from behind The voice, Mr. Dong frowned, thinking that the new customer was afraid that he could not keep it.
In this apartment-style community, the property department and the rental and sales department are interoperable. When the outside agent wants to bring the customer into the building, the property as a “gatekeeper” will be distressed, except for registration status, room. No., telephone contact with the owner, and even the people in the rental and sales department will accompany the upstairs to see the house together in the name of security. In this way, the property not only knows which owner has the willingness to rent and sell the house, but also intercepts the customers who have the intention to rent.
This story has happened too much, and Mr. Dong has long been a common occurrence. Usually, in this case, if the customer is successfully touched by the property, the property will cut the order with a super temptation of 50% off the sales commission. It is not a matter of time for the property to try to cut the brokerage market.
As the voice of real estate entering the stock market is getting higher and higher, major property management companies are listed, and capital has begun to look to the property industry. The stories we can see are all very glamorous.
Table: List of property management companies listed
Source: Company Announcement, Shell Research Institute
The story of the property company is that in all the community business models, the property is the closest to the owner. Due to the natural advantages of the geographical location, they are easily trusted by the owners and are favored by the world. Doing value-added services is not a problem at all. How big is the space, imagine it yourself.
Figure: The development of closed communities in China is the soil of the rise of the property industry
Source: Public Information, Shell Research Institute
This is a good story, but the logic behind this story seems to be still flawed.
Is the natural advantage of the property company’s blood a false proposition?
To make a question, the following are some of the conditions for the former to be the full condition of the latter, A: established / not established.
“Close to Owner = High Frequency Interaction = Build Trust = Strong Stickiness = Demand Conversion Realization”
Is it found that it is difficult for the property company to smoothly and elegantly enter the next equation if the first condition is met. At this stage, every equation is waiting for a breakthrough.
Ask the reader, do you remember what your security guard downstairs looks like? White shirt, black pants, then, then… eh? How many times does the property deal with the property in a year?
Under the first condition, one fact that we may overlook is that the reason why the owners are willing to make the property close in space is largely based on the fact that the property “serves invisible”. As the owner’s behind-the-scenes housekeeper, it is best to sculpt the scorpion, and go with the trouble, don’t let me get off work and have to do unnecessary social interaction. When the property transformation began to do value-added services, from the service provider to the “seller.”
Don’t underestimate the vigilance of the Chinese people on sales, and then approach a little bit, I will drive you away.
If you want to do community business, the real problem to consider is not the tangible wall of the closed community, but the invisible wall of the owner’s heart. The “natural advantage” of the property company seems to be too easy to be penetrated.
Picture: The number of users of the property management company APP and the order density are seriously insufficient
Data source: iresearch.com, Shell Research Institute
In the latter few conditions, “missing trust” is the industry’s current consensus on property pain points. The establishment of trust is also attributed to Attribution Theory. Attribution theory means that people tend to use their own way of explaining the world to infer the behavior of others. Used on the property, when he is good to you and sells in the community, you will wonder if he is good at you just to sell you things. The “value-added service” is a logical paradox of trust for the property. When the property has the dual status of “service + sales”, the more you want to establish a trust relationship with the owner, the more the owner will think that the property is trying to win his trust, which is attributed to “the property wants to make my money”— -operation failed.
Another paradox of trust is that when the proper use of owner information in property adversaries is bordered, misuse of owner information will create a vicious circle of trust vacancies. The Hong Kong region of China places great emphasis on the protection of personal privacy. The Office of the Privacy Commissioner for Personal Data (PCPD) is a full-time agency responsible for monitoring and safeguarding the proper application of personal data privacy [1]. Hong Kong people have great trust in the property. The reason behind this strong trust relationship is that the region is deeply rooted in the legal concept and the spirit of the contract. The property will not try to mine the gold from the owner’s information in hand. At the same time, the people of Hong Kong also believe that the property will protect itself. Privacy. When interviewing Miss Wei, a broker who lives in Hong Kong, she mentioned that “the property has the owner’s information specification, not only will not disclose the owner’s information, but also the leaker.Get the income. The ACN network realizes the circulation of the three by sharing the sharing of “people”, the sharing of “guest”, and the sharing of “house”. The ACN cooperation network is the magic key to trigger the scale effect of the brokerage industry, opening up economies of scale – and maximizing the benefits of the brokerage industry.
Second, the essence of the brokerage industry is not the information industry, but a service industry.
Real estate brokerage service is a professional service. It requires practitioners to have a certain professional foundation, a clear understanding of the market, a deep understanding of the customer, and a good job in real estate and customers. Match between requirements. In fact, the current market is full of “Mr. Nan Guo”. The information provision model of the traditional real estate brokerage industry has come to an end, and in the next few years, the industry will be forced to transform or go out.
What is the difference between the property and intermediary capacity models?
It is difficult for the property to cross the border to expand the intermediary business. In addition to the limitations of the coverage of the property and the cultural differences, the key point is the difference in the professional competence model. The core of the brokerage industry is matching matching, and the complexity and professionalism of intermediary transactions, the high requirements for operational knowledge and operating systems, which not only require the company to have a deep understanding of the operational process, continuous technical development in the system construction, to the broker Continuous training investment, and requires the broker to invest a lot of time and energy to work, this is not the property company’s blood, and it is difficult for property owners to allocate extra time for training, growth and homework.
Reviewing overseas, in other closed areas, there are not a few Chinese areas. The social division of labor in Hong Kong and Singapore is highly mature. Property companies and real estate agencies manage their own one-acre three-point land with few cross-border behaviors. In addition to the high threshold of industry access and strict supervision of the legal system, Hong Kong people and Singaporeans are deeply convinced of the specialization of the industry, or the interviewee Miss Wei, she mentioned that “my client wants me to focus on real estate.” Brokers, I don’t want me to be anything.” The allocation of energy and time is limited. Those who have made achievements in many fields are small probability events.
Source: Public Information, Shell Research Institute
And the domestic property industry shouted that “the service to the house has come to an end, and the service to people is the key point.” What we need to reflect is, is the service of the property to the house really top? Is it really possible to do business that spans both the house and the person? When the property wants to do anything, will it lose its roots? What are the residents’ needs for property management? Will the property management industry return to the management and service of the house after a round of departure?
The pioneers of the brokerage industry have tried and failed countlessly, and gradually reached a consensus on the real estate and ACN cooperation rules. The development of the brokerage industry is not as simple as the wolf culture; it is awe, perhaps every transformation The industry of the period should not be overlooked.
The property industry seems to have gone a long way, splitting the market, blood war stock market, capital competition, but in fact they are still in the first step of the equation, the property company urgently needs to explore a road that is really suitable for oneself.