Intermediary companies are large and small, and the agency fees are different.
Choose a big intermediary or a small intermediary? This is a multiple-choice question that many buyers will struggle with.
So is my friend Lao Zhang.
For more than a month, Lao Zhang is not looking at the house every weekend, or on the way to see the house. After a large number of selections, he took a fancy to a set of 1 10 flat hardcover three rooms in the chain home, and the bargain price was 5.98 million, which was quite satisfactory. He was about to sign a contract with a client when an episode happened. Another agent called and suggested that he buy it himself. The agency fee can be much cheaper.
Lao Zhang is a bit tangled, making money is not easy, and saving some money is not bad. However, the other company is relatively small, and the broker has been trying to encourage him to jump orders. All kinds of words are not particularly reliable. He asked a few friends for advice, and everyone was one-sided, and basically asked him to choose a big brand. The reason is similar, "buying a house is a lot of money, and the process of second-hand housing is very complicated. Don't be greedy for cheap, you have to find someone you can trust. The money you save may not be enough for you in the future. "
Lao Zhang finally listened to his friend's advice and didn't "jump the bill" Now that the contract has been signed, the follow-up process is going step by step.
Lao Zhang's experience is experienced by most people who buy houses in China.
I came across a public opinion poll initiated by a well-known real estate blogger in Weibo recently: Should I choose a small intermediary to save money when buying a house in Beijing? Or choose a big intermediary, worry? There were 739 1 person who participated in the voting, of which 42 13 chose the latter, and the number of votes in the chain was far ahead, accounting for nearly 60%.
This result surprised bloggers themselves. He said: "This vote is beyond my expectation, really!"
Lao Zhang's experience and this Weibo made me curious, so I tried to analyze the reasons behind it: "buying a house" is a "precious" commodity, and most people may only consume it once or twice in their lives. What factors influenced their "shopping" decision?
When people choose an intermediary, why do most people tend to choose a big brand like Chain Home? What is the difference between a big brand intermediary and a small brand intermediary?
Big intermediary and small intermediary
Let's talk about the agency fee first. At present, domestic agency fees are roughly divided into three echelons. The first echelon is a head brand like Chain Home, and the agency fee is relatively standardized and transparent, which is about 2.5%-2.7% of the total house price in Beijing. The second echelon is a smaller chain intermediary. The agency fee is similar to that of chain home, but there is more room for negotiation. Finally, I can sign in about 2%. Further down, there are unknown small intermediaries, and such fees are relatively low, about 1%- 1.5%, or even lower.
The agency fee of large companies is indeed high, but the transparent "all-inclusive" price. But small intermediaries are not necessarily. My relatives experienced it personally when they bought a house last year, and they may be charged various fees such as "transfer service fee" and "financial service fee", and the final converted total fee is not much preferential. "Why didn't you make it clear from the beginning?" This is what my relatives are most dissatisfied with.
In addition to the difference between one-price all-inclusive pricing and itemized pricing, there are some obvious differences between big intermediaries and small intermediaries.
First, the quality of housing.
For property buyers, the quantity and quality of housing is very important, one should be selected and the other should be selected. It is easy to understand that there are more houses in big intermediaries than in small intermediaries. Sufficient quantity, you can choose your own satisfaction.
And what is the quality of housing? The most intuitive thing is the authenticity of the listing information released by the network intermediary. Some beautiful-looking, low-priced and high-quality fake houses will affect our judgment, increase our screening and judgment costs, and make us miss those houses that look not so cheap. Nice house,
Publishing fake houses to attract customers is a common routine for small and medium-sized intermediaries. So how serious is the phenomenon of fake housing? Not long ago, the Du Nan Public Opinion Survey Center released the "2020 Internet False Housing Survey Report". A lot of information in the whole report can be described as "shocking", and 60% of the respondents have encountered fake housing.
In the report, the situation of false housing information is mainly manifested in four aspects. First, hang out houses that don't exist; Second, the pictures displayed are very vague or over-beautified; The third is to sell or rent the house information as a house for sale; In addition, there are routines such as apartment type, orientation, floor, building age, supporting facilities, housing property rights, and false low prices.
Why should the intermediary publish fake houses? On the one hand, it can attract customers; On the other hand, it is not easy for intermediary companies to realize real estate. It depends not only on the business philosophy of the intermediary company, but also on whether there is a subjective stipulation that fake houses are not allowed. But more importantly, whether you have enough ability to put an end to fake houses. To put it another way, if your broker publishes the housing, does the company have enough data and technical ability and perfect rules to judge the authenticity of the housing and punish the behavior of publishing fake housing?
Take the chain home holding high the banner of "real estate" in the intermediary company as an example. It has long promised to let consumers participate in error correction, and it took hundreds of millions and years to establish a database of "real estate dictionary", which turned the real estate from a slogan into a reality.
It can be seen that the realization of real housing is a time-consuming, laborious and expensive work, and it is impossible to directly see economic benefits in the short term. For a small intermediary company, it may be an "impossible task".
Second, the quality of brokers.
If the solution of "real housing" depends on the values and rules of brokerage brands and the ability to build the underlying database, then the solution of "good housing" is a more complicated problem.
There are resource acquisition factors, but more are human factors, which require higher professional ability and comprehensive quality of real estate agents. Can you match the best quality housing according to the customer's needs, or even tap some potential needs that customers themselves are not clear about, and suggest a reasonable selling opportunity according to the market trend?
At this point, the value brought by a good broker and a bad broker is very different. Poor brokers only look at the commission after the transaction, what actions can quickly place an order, what to do and what to say to quickly place an order. This is particularly obvious in some "smooth operators" who have been immersed in the industry for many years and have low professional ethics. You can't say that they are unprofessional, but more words and routines. A good broker will be more concerned about the long-term development of his career and the evaluation of his career by the outside world, so he is more willing to think and solve problems from the perspective of customers. Such a broker may not be as sophisticated as an "old oil slick", but he is more willing to speak with professionalism and data, which will bring greater help to buyers. From my own style preference, I prefer to choose a "dumb" but professional agent.
From the perspective of probability theory, brokers with relatively high academic qualifications (such as junior college or above with formal higher education) are more likely to become good brokers. Because they leave school and enter an industry with low threshold and low external evaluation, they hope to prove themselves through their own efforts and break the prejudice of people around them.
On the human level, there is a big gap between large intermediaries and small and medium-sized intermediaries. In the industry, brokers with relatively high academic qualifications will focus on the head enterprises with good brand image, strong strength and good internal cultural atmosphere, such as Chain Home, which was recently screened by highly educated brokers such as Master Fudan.
Finally, talk about security.
Buying a house is not buying a can of coke, but basically buying it, so there will be no particularly complicated problems. In the field of second-hand housing, the process is complex and the cycle is long, and the information asymmetry in the process of housing transaction is particularly serious. Ordinary consumers basically have no ability to verify the authenticity of information. Even if it is an intermediary, it is impossible to fully understand the owner's situation, especially the information that is not conducive to housing sales. For most families in China, buying a house is one of the most important decisions in life, and any accident with small probability is unbearable.
Using Baidu to search for "second-hand housing safety", you can find more than130,000 related results, involving debts, disputes over the length of property rights, tax burden, mortgage cancellation, and the original owner hiding house defects. Last June, 5438+065438+ 10, Beijing No.3 Intermediate People's Court reported that in the past five years, No.3 Intermediate People's Court has tried more than 3,364 second-instance disputes over housing sales contracts, and the number of cases has increased year by year after 20 17.
Therefore, it is very important to ensure the security of real estate transactions and to be able to provide after-sales protection for consumers. When choosing an intermediary company, in addition to the quality of housing and brokers, we should also focus on the ability of this intermediary company to take risks and solve customer complaints. In this field, there is no doubt that large intermediary companies occupy an absolute advantage.
From the perspective of system flow, the whole system flow of large intermediary companies is relatively perfect. Whether it is the preparation in the early stage, or the various procedures in the process of intermediate real estate transaction, the payment of taxes and fees, etc. , and later after-sales, someone is in charge. Even if there is a real estate dispute afterwards or there is something unsatisfactory in the whole transaction process, you can complain to their customer service department. In most cases, a big intermediary can solve it.
From the perspective of enterprise strength, if something goes wrong in the process, large intermediary companies are also more capable of providing consumers with all-round protection. I specifically searched the internet. There is a "seven-star guarantee" in the wheat field in Beijing. I love my family and have my own service commitment. There is also a chain home that has always been based on safety cards, and there are more than ten peace of mind service promises. According to the data released by Chain Home, since the service commitment was launched in 20 13, the accumulated compensation and advance payment amount has exceeded1900 million yuan, of which the largest compensation and advance payment amount has reached12.7 million yuan. Small intermediary companies can't afford to pay in advance on this scale.
In the name of "trust"
Of course, since there are a large number of small intermediaries, they naturally have their own way of survival. For example, they will save some intermediary fees for customers. For example, internal management is not so strict, and there are some gray-scale things that can help customers. There are also some small intermediaries who have been operating in the community for many years and will be deeply cultivated in this community, which will have a good reputation.
But on the whole, if I had a choice, I would be like most people in previous polls. After all, buying a house is a decision. In the final analysis, it is to buy with peace of mind.
However, the greater the brand responsibility, the fewer mistakes you will make, live up to the expectations of consumers, and even upgrade innovative services from the standpoint of consumers, bringing consumers a more convenient, efficient and better experience, making the complicated and painful house sale simple and comfortable.
Here, I also want to nag about these big brands. Judging from the law of brand development, the reason why big brands are big is not simply relying on marketing and advertising promotion, at least in the real estate brokerage industry, which rarely advertises. Real estate agency is a service industry, and brand recognition actually comes from the aggregation of good experiences, thus forming a word-of-mouth effect.
After all, in fact, in a word, you must make consumers feel that you are sincere. Consumers will trust you only if you are altruistic before selfish. Brands must rely on such trust to win the choice of consumers. If you only treat consumers as leeks, then consumers will not hesitate to treat you as cannon fodder.
This is a different way of doing things and a collision of two business values.
Brands build trust, and trust feeds back brands.
Although there are still many shortcomings in China's real estate brokerage industry, objectively speaking, compared with a few years ago, the industry as a whole is progressing, and the degree of trust is also getting higher. Whether it is the quality of people, the beauty of storefronts, the experience of interconnection, or the sense of security of service, it also benefits from the promotion of head brands in industries such as chain home to some extent. And they also got this trustworthy market "dividend"-chosen by most consumers.
As peter drucker said, the essence of an enterprise is to create customers. Whoever is closer to customers, more trustworthy and more heart-to-heart will win the recognition of the market.