This is the largest real estate company in Ningzhou City. Its main business is second-hand housing agency services. It started in Ningzhou and now its business has spread across the country. It has grown to have more than 300 directly-operated stores.
Not long after Ningzhou City released the news, the CEO of Shangju Real Estate learned of the news and convened a meeting with the company's top management to discuss the matter.
In fact, Shangju Real Estate is not the only second-hand housing intermediary company that is having meetings and discussions now. Some real estate intermediary companies across the country outside of Ningzhou City are also having meetings.
Although cities outside of Ningzhou have not introduced similar policies, Ningzhou is already pushing forward. In a sense, it represents a trend in the future, and people in the industry cannot help but pay attention to it.
God knows whether this wind will suddenly blow outside Ningzhou City, or even sweep across the country quickly?
…
At this moment, the senior management of Shangju Real Estate is holding a meeting.
One manager who attended the meeting complained: "Aren't housing prices in Ningzhou City low enough? How have the prices in other first- and second-tier cities increased in the past three years? Ningzhou has barely moved, and it's still going on.
To forcefully control them is to ruin your job...!"
In other cities of the same level as Ningzhou, houses are rising, but the price of houses in Ningzhou remains unchanged or even rises slowly, which is equivalent to relative depreciation.
If you don't rise when others are rising, it will fall.
The boss of Shangju immediately said: "Now is not the time to complain. As soon as this second-hand housing transaction guide price came out, it has caused a huge shock in the industry, especially in Ningzhou City. It can be called a new round of earthquake in the industry.
This matter is related to the company's future future and destiny, and a mechanism that can reasonably deal with it must be discussed."
Another manager said: "Lu Ming's Science and Livelihood Foundation took over the second-hand housing trading platform promoted by Ningzhou City, and was also authorized to access the housing management bureau's database. No matter how you look at it, it is all for 'disintermediation'
Won’t this arrangement cost the life of our industry?”
Since the "Opinion Report" of Ningzhou City was released, there have been more and more voices about the "de-intermediation" of the second-hand housing intermediary market. Some people in the industry have said that "decentralization" has not yet appeared in the currency circle.
, the “disintermediation” of second-hand housing transactions is already in full swing.
The reason why this incident caused shock in the industry and triggered heated discussions among the people is that, in addition to being closely related to the housing of ordinary people, it also involves a large number of real estate agency companies in the country.
You know, there are so many real estate agencies now.
It also reflects the huge profits of this industry.
Therefore, many people in the industry issued a "reminder" to Ningzhou City to treat this matter with caution, as it might lead to widespread unemployment in society. Their reason was that real estate agency companies absorb a large number of jobs. If this industry is eliminated,
So what will happen to people in this industry in the future?
Therefore, the so-called elites in the industry are opposed to this matter, which smells like a threat and is quite emboldened.
At the meeting, an executive sitting next to the boss said in a deep voice: "In other cities, it may not be possible, but Ningzhou City is a special case. Lu Ming's Tiansheng Capital is responsible for the local finances.
, I think it is very difficult to use this excuse to make Ningzhou City compromise. Handing over this second-hand housing trading platform to the Science and People's Livelihood Fund for operation is itself a reflection of attitude."
Everyone in the industry knows Lu Ming's attitude towards the property market, so people in this industry don't like Lu Ming. At the same time, they also know that Lu Ming has no interests in the property market, even if they are negligible, so the second-hand operation of the Science and People's Livelihood Fund
The real estate trading platform is definitely non-partisan.
After a while, a senior executive named Song Yi who attended the meeting spoke and said: "The so-called 'disintermediation' talk that is currently being talked about by the outside world is a bit exaggerated, and it is impossible to disintermediate it."
Shangju's boss immediately looked at him and asked, "How do you say that?"
Song Yi thought for a while, organized the words in his mind, and then said in an orderly manner: "Why are industry intermediary fees so high? The key is that houses are a low-frequency consumption. A similar example is glasses. This is a huge profit among huge profits. Its cost
To put it bluntly, lenses costing a few dollars can buy thousands of dollars. However, because the transaction cycle is long and the transaction volume is very small, the customer must have a high unit price to make a profit. If an order for a pair of glasses costs 5,000 yuan per order, the business
The employee's commission is 1,500, and the boss earns 3,500. Compared to selling a few houses a month, the store cost and staff cannot even sustain the basic salary."
"This is the most fundamental reason. This is also due to the nature of the industry. Everyone in the industry knows very well that making considerable profits depends on subsequent monopoly of real estate, creating information gaps and information islands. It is all due to this fundamental reason.
Caused by this, even if real estate intermediaries are banned, the key does not lie with the buyers, but with the sellers. If the sellers choose to list their own houses instead of looking for an intermediary, then this industry will naturally die out, without waiting for the Z policy to be implemented.
.”
"But the actual situation is that if the seller is unwilling, he will definitely find an intermediary for the selling price. As a house seller, he must hope that the house will be sold at a high price. The owner's personal sales ability is definitely not as good as that of an intermediary. For example, an ordinary citizen
There is a sofa that I want to sell on Salted Fish, but no one is interested. At this time, as an intermediary, I went to him and said that I will help you sell it, but I need a commission. I believe that not many people will sell it at the same price.
No, it’s the buyer who pays the bill anyway.”
Speaking of this, Song Yi paused for a moment, and then continued: "Another thing, everyone knows that the agency fee is included in the house price. If the owner of a 1 million house has to bear a commission of 15,000, he will definitely have to pay a commission of 15,000.
If you sell your own house for 1.015 million, you only need to get 1 million anyway. In addition, the intermediary must be able to negotiate with the buyer privately for 1.05 million. It is the intermediary's ability. If you give the seller 1 million, you will get 50,000. Of course, you will eventually suffer a loss.
What’s more, buyers, sellers and intermediaries actually have no losses and are a community of interests.”
"Also, if the owner goes to list the house by himself, he will be bored to death with so many consultation calls every day? After all, every buyer has a different mentality. If you list a house for 1 million, someone with a budget of 800,000 may not want to spend as much.
Let’s see if we can negotiate it. If we sell it to a professional intermediary company like us, we can directly screen out a group of customers. As a seller, we can save time and worry, and we can still get the expected transaction price of 1 million.”
Having said this, the executive immediately looked at the colleague who had just mentioned the de-intermediation of real estate and asked: "Old Qin, tell me, if you are a property owner, when faced with someone who can help you get rid of your property quickly,
You won’t have to pay any extra costs for your house, and it can help you filter out useless customers. During this period, you won’t be bothered by countless consultation calls. Will you refuse?”
The executive in question was speechless and would certainly not refuse.
Song Yi said: "So my conclusion is that disintermediation is too taken for granted. This industry is unlikely to disappear. There will only be more intense competition, because the housing supply will naturally be concentrated towards intermediaries. This is due to the nature of the industry.
It’s also human nature.”
At this time, another executive discussed: "The second-hand housing platform operated by the Science and People's Livelihood Fund, Ningzhou City intends to break the island of housing information, but the continuous improvement of market information asymmetry still needs capital to drive, compress
In conclusion, who should make this part of the profit?”
Song Yi spoke again: "Judging from the current situation, the cost should be borne by Ningzhou City's government cloud system. The current budget is for infrastructure construction, but the system is not perfect yet, and information islands are relatively obvious.
The foundation that Ningzhou gave this to Lu Ming, don't forget that the foundation is a non-profit organization and is extremely wealthy. It is no exaggeration to say that there is no problem in allocating part of the funds to support the entire organization."
Saying that, Song Yi added: "To be honest, as far as the compressed profits are concerned...this is profit that should not be there. Everyone in the industry knows this, and it is also where the real huge profits lie, and
What Ningzhou has to do this time... it can be seen that it is to get rid of this part of the profit that should not be there. The future life will definitely not be as comfortable as before. I think the company must be mentally prepared and respond accordingly.
Countermeasures, in a word, the general trend is irreversible, we have to take advantage of it."
