To point out the chaos in intermediary services, Lianjia has established 15 "military rules"

From the birth of real estate agencies in the last century to the "intrusion" of the Internet into this traditional industry, the real estate brokerage industry has gradually shown signs of standardization and modernization after experiencing an era of barbaric growth.

On November 26, Lianjia released 15 "Green Gold Service Standards" to standardize real estate brokerage services, covering multiple touch points such as listings, property information, owner services, and service commitments. A new definition of quality service in the industry also provides directional guidance for brokers to carry out customer service.

As an A-team player in the industry, Lianjia has been focusing on values ??and promoting service quality upgrades in the past 20 years. From being the first to propose "transparent transactions, signing a three-party agreement, and not eating the price difference" to taking action on real housing and ensuring safe service, Lianjia has been leading the industry out of disorder by forcing its own changes.

At present, the real estate market has become a "slow business", and service quality will be the core competitiveness for brokerage brands to stand out. The proposal of the "Green Gold Service Standard" is not only the latest action of Lianjia to upgrade itself, it is also expected to reduce the industry service variance and ultimately adapt to and promote the upgrading of housing consumption.

Standard construction of real estate brokerage services

After signing the contract, I found out that the house was mortgaged, the age of the house was inconsistent with the publicity, and the intermediary acted as a "hands-off shopkeeper"... For a long time, there have been intermediaries involved in house sales. Contract disputes occur frequently, and some real estate brokerage companies engage in irregular or even illegal behavior in the process of providing intermediary services.

As the quality of consumption of residents in our country gradually improves, the field of housing consumption is also transitioning from "living well" to "living well". Under the new stage and new situation, the traditional real estate brokerage industry's service levels vary greatly and the quality varies from good to bad, and the current situation of a complete optimization and reform is imminent.

Aware of the "absence" of industry service standards, Lianjia refined 15 "Green Gold Service Standards" based on years of experience and customer insights, combined with internal management requirements, in order to make customers feel The value of real estate brokerage services breaks the "shackles" of the industry's disorder.

Specifically, the "Green Gold Service Standard" covers multiple aspects of customer service, including customer communication and professional image related to grooming, as well as online response, customer visits, owner maintenance, Core service touch points such as service commitment, post-signing service, mediation and negotiation, and customer complaint handling.

What is even more striking is that the new standards require brokers to maintain a neutral market view and provide community residents with services to the best of their ability. For a long time, the society's understanding of real estate agents has been at the sales level. Traditional sales agents "focus on communication skills, words first, and short-term self-interest thinking." However, under the guidance of a neutral market view, Lianjia is pushing agents to The changing role of the professional consultant.

From a "sales broker" to a "consultant broker", what is the fundamental difference between the two? According to Wang Yongqun, COO of Lianjia, professional consultants must have professional knowledge in real estate transactions, effectively match housing resources with customer needs, disclose risks in a timely manner, and at the same time cooperate with other brokers to help customers close transactions. In short, a neutral market outlook, altruism, and customer thinking are the essential differences between professional consultants and sales.

Standards are only direction guides. How to implement them is more critical and will also test Lianjia’s organizational execution capabilities. Wang Yongqun, COO of Lianjia, said, "Next, we will dismantle and refine the Green Gold service standards so that brokers can follow them in daily operations. At the same time, we will ensure that the standards are truly implemented through random inspections by mysterious guests."

Why is Lianjia at the forefront?

Due to current chaos such as false promises, failure to promptly remind transactions and contract risks, and inconsistent services before and after signing a contract, "whether the services of real estate agencies are worth it" has become a topic of public discussion. The lack of industry standards and regulations has resulted in poor consumer experience, and we have reached a point where changes are necessary.

At this time, Lianjia launched new service standards in response to market demand.

So, why was Lianjia the first to "take action"? As Wang Yongqun said, people are the core competitiveness of the real estate brokerage industry, and Lianjia has a complete training system, and the basic quality of agents is higher than the overall level of the industry.

Since launching the quality upgrade plan in 2018, Lianjia has continuously iterated around the quality of service providers, store quality and service quality. Among them, talent upgrading is the core fulcrum of Lianjia’s quality upgrading. In 2020, the proportion of undergraduates admitted to Lianjia across the country has reached 44.4.

In order to increase the attraction of highly educated talents, Lianjia has structurally raised the basic salary of new employees in 17 cities, with the increase ranging from 10 to 55 yuan, with the highest salary reaching 8,000 yuan in the city. At the same time, the new employee training system has been comprehensively upgraded in multiple cities, and new employees are fully empowered through systematic training to help them grow rapidly.

On November 12, Lianjia announced the launch of the "Aerospace Action" talent training project in 29 cities across the country. It will select 2,000 reserve cadres from 38,000 undergraduate brokers through an internal competition to provide Excellent newcomers build a rapid growth channel and cultivate new forces for organizational development.

Although Lianjia’s talent structure is already at a relatively good level in the industry, Wang Yongqun said that there are still challenges in how to reduce the attrition rate of new employees. To this end, Lianjia proposed the "Wutong Three Styles" methodology to improve newcomers' professional identity, professional experience, and professional confidence, so that they can achieve ideal development in Lianjia.

In fact, providing high-standard services to users, especially real estate brokerage, an industry with complex transaction processes, including analysis and judgment and decision-making model construction, requires a large number of high-quality talents; and Only Lianjia, which has a relatively high talent pool (44 bachelor’s degree rate), has the confidence to take the lead in implementing new standards.

At the same time, Lianjia has also been continuously upgrading its safety guarantees and other related guarantees. As of October 31, 2020, Lianjia nationwide has made a total of 133,987 compensation advances, and the accumulated peace of mind payment has reached 2.257 billion yuan. In terms of resolving customer complaints, the "30124 Customer Complaint Response Commitment" has basically reached the standard, with the 30-minute response rate reaching 99.51, the 12-hour handling rate reaching 99.51, and the 24-hour completion rate reaching 95.48;

"To become a common people As a recognized and loved national brand, Lianjia’s core mission is to continuously improve the quality of its people, stores and services,” said Wang Yongqun. Driven by values, Lianjia has developed efficient organizational execution and bottom-line management capabilities, which has laid the foundation for its implementation of the “15 Green Gold Rules”.

The industry is re-starting due to "standardization"

In fact, looking at hotel management, airlines, logistics and other service-focused industries, companies all have corresponding service standards. For example, Ritz-Carlton's twelve golden principles and the five-star service in the passenger flight field represented by Emirates Airlines all reflect the importance of standardization of service standards.

“But in the real estate brokerage industry, customers and companies have no standards for judging what kind of agent is good. This leads to great differences in the operation methods of each agent, and the differences in broker services between different cities. The variance is also very large, and the customer experience is not good,” Wang Yongqun said.

The proposal of Lianjia’s “Green Gold 15” is a landmark event that the industry tends to standardize, which is conducive to the formation of unified service standards for brokers and leads the industry’s service standards to hotel management, airlines and other “services” "In line with the long-established industry", thereby improving the service experience of the real estate brokerage industry.

However, will continued investment in quality affect the profitability of real estate brokerage companies? On this issue, the Lian family also has no doubts. For example, in terms of iterative investment in talent quality, Wang Yongqun believes: "Talent is fundamental. After high-quality talents are retained, productivity will definitely increase, and the returns will be greater in the long run."

Lianjia summarizes this logic as The "Iron Triangle" model is to drive efficiency improvements through good service quality and further drive scale growth. As the scale increases, Lianjia can in turn provide better services, achieve higher per capita benefits, and have the confidence to increase investment in quality.

It can be seen that Lianjia has achieved a positive cycle in the three dimensions of quality, efficiency and scale. "We have been realizing the value of Lianjia's brand through forced methods." Wang Yongqun said that the proposal of the new standard is another manifestation of Lianjia's efforts to fill the vacancies in the industry and promote its standardization.

For consumers, the new standards will provide them with reference and measurement standards so that "good service" can be perceived and defined; for brokers, it will force them to be more proactive in improving their services. Service quality, improve the overall service level, and bring back the value of the brokerage profession.

After nearly two decades of exploration, Lianjia is once again at the forefront of the industry. Only "standardization" can the real estate brokerage industry go further.

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