Pointing to the chaos of intermediary services, the chain set 15 "rush"

From the birth of real estate agency in the last century to the traditional business of "invasion" by the Internet, the real estate brokerage industry has gradually shown a standardized and modern color after experiencing the era of barbaric growth.

165438+1October 26th, Chain Home issued 15 "Green Gold Service Standard" to standardize real estate brokerage services, covering a lot of contacts, such as taking a look, housing information, owner service, service commitment, etc., which completely defined the high-quality service of the real estate brokerage industry and provided directional guidance for brokers to carry out customer service.

As a team A player in the industry, Chain Home has been adding values for 20 years to promote the upgrade of service quality. From being the first to put forward "transparent transaction, signing tripartite agreement, not eating the price difference", to real estate action and peace of mind service commitment, Chain Home 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 of brokerage brands. The proposal of "green gold service standard" is not only the latest action of chain home self-upgrading, but also expected to reduce the variance of industry services and finally adapt to and promote the upgrading of residential consumption.

Standardization construction of real estate brokerage service

After signing the contract, I found that the house was mortgaged, the age of the house did not match the publicity, and the intermediary became the "shopkeeper" ... There have been frequent disputes over intermediary contracts involving the sale of houses, and some real estate brokerage companies even violated laws and regulations in the process of providing intermediary services.

With the gradual improvement of the consumption quality of residents in China, the housing consumption field is also changing from "occupied" to "good living". In the new stage and situation, the service level of traditional real estate brokerage industry is quite different, and the status quo of mixed good and bad is becoming more and more prominent. There is an urgent need for thorough optimization and change.

Aware of the "absence" of industry service standards, Chain Home has refined 15 "Green Gold Service Standard" based on years of experience and customer insight, combined with internal management requirements, in order to let customers perceive the value of real estate brokerage services and break the "shackles" of industry disorder.

Specifically, the "Green Gold Service Standard" covers many aspects of customer service, including customer communication and professional image related to gfd, as well as core service contacts such as online response, customer display, owner maintenance, service commitment, post-contract service, mediation and negotiation, and customer complaint handling.

What is more striking is that the new standard requires brokers to maintain a neutral market view and provide services to community residents within their power. For a long time, the society's cognition of real estate agents has stayed at the sales level. Traditional sales brokers "emphasize communication skills, put words first and think for themselves in the short term", but under the guidance of neutral market outlook, Chain Home is pushing brokers to change into professional consultants.

What is the fundamental difference between "sales broker" and "consulting broker"? In the view of Wang Yongqun, the chief operating officer of Chain Home, professional consultants should have professional knowledge of real estate transactions, effectively match the housing and customer needs, reveal risks in time, and cooperate with other brokers to help customers clinch a deal. In a word, neutral market outlook, altruism and customer thinking are the essential differences between professional consultants and sales.

The standard is only a direction guide, how to land is more critical, and it also tests the organizational execution of the chain home. Wang Yongqun, chief operating officer of Chain Home, said, "Next, we will disassemble and refine the green gold service standards, so that brokers can have evidence to follow in their daily operations, and at the same time, through random checks by mysterious customers, ensure that the standards really land."

Why is the chain home in the forefront?

At present, due to false propaganda promises, failure to prompt transaction and contract risks in time, inconsistent services before and after signing the contract, etc., "Is the real estate intermediary service worth it" has become a public discussion topic. The lack of industry standards and norms makes the consumer experience poor, and it is time to change it.

At this time, Chain Home launched a new service standard to meet the market demand. So, why does the chain take the lead in "shooting"? As Wang Yongqun said, people are the core competitiveness of the real estate brokerage industry. Chain home has a perfect training system, and the basic quality of brokers is higher than the overall level of the industry.

Since the launch of the 20 18 quality upgrade plan, Chain Home has been iterating around the quality of service providers, stores and services. Among them, talent upgrading is the core fulcrum of chain home quality upgrading. In 2020, the proportion of undergraduate students recruited by chain has reached 44.4%.

In order to increase the attraction to highly educated talents, Chain Home has structurally raised the basic salary of newcomers in 17 city, with an increase range of 10% ~ 55%, with the highest city reaching 8,000 yuan. At the same time, the training system for newcomers has been comprehensively upgraded in several cities, and through systematic training, newcomers have been fully empowered to help them grow rapidly.

165438+1October 12, Chain Home announced the launch of the "Aerospace Action" talent training project in 29 cities across the country, and selected 2,000 reserve cadres from 38,000 undergraduate brokers in the form of internal competition to build a rapid growth channel for outstanding newcomers and cultivate new forces for organizational development.

Although the talent structure of chain home is already a good level in the industry, Wang Yongqun said that how to reduce the turnover rate of new people still has challenges. For this reason, Chain Home put forward the methodology of "Wu Tong Three Styles", which can improve newcomers' professional identity, professional experience and professional self-confidence and enable them to achieve ideal development in Chain Home.

In fact, to provide users with high-standard services, especially real estate agents, the transaction process is complex, including analysis, judgment and decision-making models, and a large number of high-quality talents are needed; Chain families with high talent pool (undergraduate rate 44%) are confident to take the lead in practicing the new standards.

At the same time, the chain home has also been continuously upgraded in terms of related guarantees such as peace of mind service commitments. By the end of June, 2020, 65,438+1October 3 1, and the national chain paid133,987, with a total compensation of 2.257 billion yuan. In terms of customer complaint resolution, the "30 124 Customer Complaint Response Commitment" basically meets the standard, in which the 30-minute response rate is 99.5 1%, the 12 hour processing rate is 99.5 1%, and the 24-hour settlement rate is 95.48%;

"To become a national brand recognized and loved by ordinary people, the core task of chain home is to continuously improve the quality of people, stores and services." Wang Yongqun said. Driven by values, Chain Home has formed an efficient organizational execution and bottom line management ability, which laid the foundation for its implementation of "Green Gold 15".

The industry started again because of "standardization"

In fact, looking at service industries such as hotel management, airlines and logistics, all enterprises have corresponding service standards. For example, the Ritz-Carlton's Twelve Golden Rules and the five-star service in passenger flights represented by Emirates all reflect the importance of standardization of service standards.

"But in the real estate brokerage industry, there is no standard for what kind of brokers customers and companies are good at, which leads to great differences in the working methods of each broker. The variance of broker services between different cities is also great, and the customer experience is not good." Wang Yongqun said.

The proposal of "Green Gold 15" is a landmark event that the industry tends to be standardized, which is conducive to the formation of a unified service standard for brokers, leading the service standard of the industry to be in line with "industries with a long service history" such as hotel management and airlines, and thus improving the service experience of the real estate brokerage industry.

However, continue to increase investment in quality, will it affect the profitability of real estate brokerage companies? On this issue, the chain has no doubts. For example, in the iterative investment of talent quality, Wang Yongqun believes: "Talent is fundamental. After high-quality talents stay, they will definitely increase productivity and get more returns in the long run. "

Chain home summarized this logic as an "iron triangle" model, that is, through good service quality, it promoted efficiency and further promoted scale growth. After the scale goes up, the chain home can in turn provide better services, with higher per capita income and more confidence to increase quality investment.

It can be seen that the chain home has achieved a positive cycle in three dimensions: quality, efficiency and scale. "We have been realizing the value of chain home brand by compulsory means." Wang Yongqun said that the new standard is another embodiment of chain home to fill the vacancy 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, they can be forced to improve the service quality more actively, improve the overall service level, and drive the value of the broker profession to return.

After nearly 20 years of exploration, Chain Home is once again at the forefront of the industry. Only "standardization" can make the real estate brokerage industry go further.

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