Developers pay more attention to their own responsibilities, leaving the marketing work to agents, and professional people do professional things, which can integrate the superior resources of the industry and occupy a favorable position in the competition. This has become a recognized model in the real estate industry.
Before entrusting the real estate to agents for sale, we should first compare and evaluate the agents. Generally speaking, the following aspects are investigated:
There are many planning companies that lack cultural background or even have the slightest cultural atmosphere. Only one or two employees have done sales work, sold some buildings, and set up an agency. Or, because I know the boss of the developer, I set up an agency to recruit sales staff. These "Eighth Route Army" from all corners of the country have different professional qualities. They have worked as salesmen for three or four years, and some have landed for the first time like Armstrong. Many planning companies have no agency ability at all, let alone planning. They don't know what planning is. Therefore, it is very important to understand the planning concept of the organization. It marks the professional standard of this institution.
Intellectual structure: Planning is not competent by diligence, but a mental activity with high comprehensive ability, which requires the cooperation of many experts and a "generalist" who "focuses on the overall situation and starts from the details". But these are only the foundations, and the most demanding requirement is that the planning director is a synthesis with great spirituality, transcendental perception and extremely rational analysis ability. Market research, for every planning company, may be hard data, the difference is not too big, but after deep processing these cold figures, it can give off sales enthusiasm and find the entrance to the market, and people who have never worked or work too much can be competent. At the same time, the intellectual structure also shows whether the agent's organizational structure is complete and orderly. Can an imperfect team form an iron barrel siege of the "enemy" corporate culture: a company without corporate culture is like a mummy without soul! There is no goal, no direction, no standard, no requirement, no persistence and no giving up. Don't you think it's a bit hanging to entrust tens of millions or even hundreds of millions of real estate to its agent?
It is very important whether you have successfully introduced a real estate similar to the project you want to develop. Experience determines whether the work arrangement of agency sales is orderly; Whether it is targeted; Can you grasp the market pulse of the project and put an end to things that should not happen? Of course, performance does not refer to the wonderful degree of a case, but to the visual special effects arising from long-term operation and accumulation. A flash in the pan, the aura of a moment's scenery is often caused by luck. Of course, for some smaller projects, you can also hire a small company with practical experience, just created and talented. Because any large organization with absolute strength was once a small organization. You can't completely blind your eyes with performance.
Word of mouth in the industry: When inspecting agents, you may wish to learn more about the background and attitude of the agents you want to entrust from peers, agents and advertising companies. An agent with a bad reputation is bound to be besieged on all sides, and it is difficult to carry out his work because he can't get support and trust from all walks of life, and he gets too little information, so his promotion performance can be imagined. Most importantly, when encountering setbacks, agents with bad reputation are themselves a hurdle. The general plan adopted is not to go all out and force a breakthrough, but to put oil on the soles of your feet-run away.
Hardware facilities: hardware refers to the agent's office space, office equipment, transportation, database, information base, uniforms, etc. Hardware inspection can confirm whether the agent is a "tourist"; Whether it is temporarily established; Whether it has the "Long March" energy of marketing planning agents; Or just think that real estate is a business that can earn a few coppers, never thinking about the long term, and once you want to stop, you will slip away, and even the shadow of that boy can't be found.
Management ability: the strength of a planning company is not determined by funds. No matter how strong the financial strength is, it will eventually disappear in the case of poor management ability. Planning is not a capital-intensive industry, but an intellectual industry. How much energy can be released by a condition given by the developer depends on the management. The strength of management power is reflected in: ① the basic working state and mental outlook of employees; ② Basic professional quality; ③ Workplace design and atmosphere shaping. ④ Cooperation among employees. ⑤ The correctness of project promotion and so on. I won't list them all here. In short, the subtlety of kung fu can be seen. If these nuances can be taken seriously, then they must work hard for something a little bigger. In case of major events, they will go all out! Such a company is trustworthy.
Because each agent's background and growth experience are different, his specialty is different. Some agents start with sales. Some start with advertising design; Some also gave up management and began to intervene in real estate sales. Therefore, the professional knowledge of various agents is concentrated. Some are good at planning, some are good at advertising, some are good at sales, and some are good at attracting investment in shopping malls; Some are good at selling office buildings; Some are good at selling houses. In addition, each agent has a different customer base. Some agents are limited to local customers, some agents can expand local customers, and some agents have overseas customers. Therefore, it is necessary to carefully evaluate and consider.
If the agent's ability is confirmed through investigation, then the next thing to pay attention to is to effectively monitor the agent. The goals of agents and developers are not exactly the same. No matter whether the sales work goes smoothly or not, there will be deviations of one kind or another. If the developer loses the effective monitoring of the agent, there will be bad phenomena:
A) Underpricing: agents charge commissions according to their performance. Lowering the selling price has little effect on the income from holding gold, but it is very helpful to sales. Therefore, unscrupulous agents will use the principle of "large number" to pursue local interests, sacrifice the overall goal of increasing sales, and leave immediately after drinking the top oil.
B) High pricing increases the difficulty of promotion, which makes the developer's capital turnover ineffective.
C) the price difference is unreasonable. Good buildings are sold too fast, and there are many poor buildings left, so it is much more difficult for developers to sell when they take over. Profits cannot be reflected. The remaining 15% of the remaining house is profit.
D) the agent acts beyond his authority. At present, the agency planning market is in the development stage, and some unscrupulous agents can do nothing, so they often make irresponsible false promises to customers, which will not be exposed before the delivery of the house. When the agent withdraws from the market, the result will be borne by the developer, which will not only cause money loss, but also make the developer bear the stigma of reneging on his word.