In the past ten years, the Internet has changed everyone's life. Socialization, e-commerce, new consumption, new energy vehicles, great health and AI have emerged as new economic forces. In the hottest new economic topic, the real estate industry seems to have played down a lot.
In fact, the real estate brokerage business, another main battlefield of the real estate industry, is undergoing earth-shaking changes: from irregular operation, opaque information and low service quality to the road of standardization and quality service with the help of big data and online, a number of professional service providers are emerging in the real estate brokerage industry.
As a promoter of the quality development of real estate brokerage industry, Shell is breaking the boundaries among brokers, stores and brands with the logic of ACN (Agency Cooperation Network), transforming the competition among brokers into cooperation, and improving the service efficiency of real estate brokers with the help of online tools and quality ecology. Shell has accumulated a lot of experience in the career growth of real estate agents.
The precipitation of 20 years' practical experience in opening up.
Recently, Shell cooperated with a business intensive class of a real estate agent-"How to be a real estate agent by Shell" and officially launched the App.
This course is the first time that Shell has opened to the outside world in 20 years. Based on the business process of real estate agency, this paper describes the core challenges and solutions of key service links, including housing entrustment, customer communication, housing display and so on. To guide real estate agents how to improve their professional ability, provide better brokerage services and help their professional construction.
It is understood that this course is lectured by Xu Donghua, general manager of the Cultural Research Center of Keke Holding Company, focusing on the key links of real estate brokerage business development, such as housing entrustment, customer maintenance, housing display and contract signing. , systematically sort out the problems or challenges encountered by brokers in various service links, and provide relevant business improvement strategies.
"Spring River Plumbing Duck Prophet, the cold of the real estate industry this year made me feel deeply in the industry; Although the real estate industry as a whole is in a downward trend, the essence of housing is not speculation, and the house eventually returns to live, some of which is the real demand for buying a house. " Sun Zhiqiang, an agent of Deyou in Zhumadian, Henan Province, wrote in the course comment area.
"This course made me realize that as a real estate agent, only by deep cultivation, closer to the real needs of customers and standing in the buyer's market can we truly serve every customer and shoulder the trust and recognition of customers." Sun Zhiqiang said.
Netizen "as free as the wind" said that the knowledge and methods in the course are not only applicable to real estate agents, but also to those who are ready to buy a house, which is a real shortcut to spend a little money to become a major.
Professionalization of brokers is imperative
In recent years, the sale of second-hand houses, as a tens of millions of transactions, has a growing market capacity, and the relationship between consumers and brokers is getting closer and closer. However, the irregularity of the intermediary market has led to many problems and contradictions. Many people have a low evaluation of intermediaries and feel that their quality is mixed. In the final analysis, this is a manifestation of the lack of professionalism of brokers.
The lack of professionalism reduces the customer's consumption experience, and it is difficult for consumers and brokers to establish real trust. They have to be cautious everywhere in the whole business process, and the consumption experience is extremely poor. Traditional industry brokers have low average age, low education, short working hours, and many shortcomings in basic professional ethics and professional skills.
On the other hand, with the deep adjustment of the real estate industry, the professional demand for brokers is more urgent today than ever before. Consumers are eager to meet trusted experts in second-hand housing transactions, from the basic requirements of well-founded and solid professional knowledge to the professional requirements of in-depth study in sub-fields.
It can be said that the course "How to Be a Real Estate Agent by Shells" explains the core values and future development direction of this profession from different angles.
How to be an excellent real estate agent? What is the professional cognition and development direction of real estate agents?
By accumulating 20 years' training experience of real estate brokers and opening the methodology of many excellent brokers to the industry, Shell is transforming practical experience into systematic knowledge and ideas, and constantly improving the theoretical system construction of real estate brokerage industry through the precipitation of excellent practical experience and methodology.
It can be predicted that with the continuous maturity of China's real estate trading market, the industry has put forward higher requirements for the professional ability and comprehensive quality of real estate brokers, and the professionalization of brokers is imperative and will become the core pillar of the real estate service industry in one fell swoop.
Playing professional training "combination boxing"
It is worth noting that in recent years, Shell has built a comprehensive and perfect professional training system around the knowledge reserve, business skills and professional ethics of real estate agents, so as to enhance the professionalism and professionalism of real estate agents and provide consumers with better services.
For example, in view of the low comprehensive quality of real estate brokers in the past, and the lack of relevant knowledge and theoretical precipitation in the industry, it is difficult to answer customers' questions without a solid theoretical foundation. Branch Holding Company independently compiled five modules of teaching materials: Real Estate Basic Knowledge, Real Estate Transaction Service, Real Estate Brokerage Service, Real Estate Transaction Laws and Regulations and Values and Rules, which further broadened the knowledge of real estate brokers and consolidated the basic service skills.
By organizing cooperative brokers to take offline exams (big exams) regularly every year, we can promote learning through exams and improve the professional assessment and comprehensive quality of brokers as a whole.
According to the statistics of shell data, the erudite examination plays a very significant role in improving the performance of newcomers. Among the brokers who have worked for two years, the average performance of brokers with 80 points or more is 0.9 times that of brokers with 65438+60 points or less. In terms of working efficiency of brokers, under the condition of achieving the same performance target, the amount of business opportunities and opportunities required by brokers with scores below 60 are 1.8 1 times and 1.5 times that of brokers with scores above 80, respectively.
In addition, with the acceleration of the online process of the real estate brokerage industry, online tools and products are constantly promoting the professionalization of real estate brokers.
At present, Beckham AI assistant developed by Shell can practice basic business skills, simulate real customer interaction scenarios and help brokers improve their service capabilities. Based on the VR products developed by VR technology, brokers can watch online, understand the deep needs of users and improve the matching efficiency of tenants in constant communication with users.
In addition, in order to promote the construction of professional ethics in the real estate brokerage industry, Shell and many new brokerage brands have formulated the New Brokerage Code. Based on various service scenarios in real estate brokerage service, this paper puts forward higher standards for brokers' daily behavior, service delivery to customers, and cooperation and collaboration among brokers, which provides direction for brokers' business promotion.
Through this combination of professional skills training for brokers, Keholding has not only helped more service providers in the residential service industry to establish a long-term professional development path, but also trained more high-quality professionals and technical experts for the whole real estate brokerage industry. Focus on business scenarios, improve brokers' operation skills from details, and then unify real estate service standards, so that professional service providers can bring better service experience to users.