When you go to a market or tourist spot where shops are concentrated, there are times when the prices of products are the same or the same. In this case, it is very difficult to reduce the price. It is common for bargaining to start with "How much does that store sell?", because it is difficult to even put a word if the prices are all the same or similar. In this situation, the power to determine the value, or'pricing power', is held by store owners, not consumers. And the more stores that participate in the'same price', the bigger and stronger the pricing power will be.

Recently, this pricing power of certain groups has become a social issue. It is a'real estate certified broker'. The government has announced that it will crack down and impose a fine as damages of some realtors sharing property information and prices and attracting consumers with false or exaggerated properties have continued. In what way do they do this, and why?

● The key point is that the'accredited broker's social gathering'

looks mediocre. It seemed that there was nothing special about a meeting made after the name of the area or apartment, where close brokers gathered. However, unlike the exterior, it was hot and powerful inside. Only the members of the social gathering shared real estate sales and landlord information, and based on that, produced false and exaggerated sales to attract customers. Some even paid for the house.

Technically, it is the'private internal communal trading network' that makes this possible.is. Through this internal network, information such as who, when, and what kind of property was released is shared privately with internal members only. The so-called'border business' is creating their own world.

Let's assume that a realtor received a sale called A. This brokerage posts this property A on an internal network that only brokers belonging to the social gathering can see. Other brokerage agencies may post this A property as it is'without consent from the landlord', or change the apartment building, number, or price to post it as if it were a new property such as B, C, D. They also create inexpensive quick-selling products that have no substance.

End users contact brokers after seeing these false, exaggerated, and commercial products posted on the Internet. He was tricked by the so-called'bait for sale'. Brokers broker A for one reason or another for some reason, or introduce other, more expensive products. When a transaction is concluded, brokers involved in the transaction share the commission in the name of'joint brokerage'. Of course, it may be about some brokerage firms, but this link is completed : <Authorized brokerage social gathering → property information and price sharing → false/exaggerated property production → consumer damage> .


●'Low' to the seller and'High' to the buyer

During the interview process, Mr. A, a resident of Seongdong-gu, Seoul, offered his house to a nearby realtor for 1 billion won. However, for a long time, the sale did not appear on the Internet. So I contacted the broker and asked why, and an absurd answer came back. "The two won 950 million the value set by the Brokers fraternity. Exceeds the upper limit can not give up the items" Mr. A, but follow that "the prices do Why Brokers are defined at will," returned the answer is "social gathering is jeonghaeseo in Encyclical I can’t help it. It will be the same elsewhere . In the end, Mr. A had to obey the will of the broker.

However, it was difficult for end users to buy this house for 950 million won. The brokerage said to the buyer, "I posted it on the Internet for 950 million won, but the landlord changed the word that he should receive 1 billion won. I will cut it down to 970 million won by hitting the work (bargaining)." Is what I said. In the end, the sale was decided at the will of a few brokers.

● "If you resist, you will be expelled immediately."

During the interview process, a realtor I met confessed my internal circumstances. "There are a few who lead local brokerages. They are usually long-established brokers in the region, who lead social gatherings at their will, like a'queen bee' . They manage false and exaggerated sales and the ceiling of the house price. ) maintained in a sudden a lot of climb is held not demand or regulation and enforcement are in can enter the appropriate range. tell me easily, (home prices) to steady climb management. "

If you do If agents are not participating in the reunion some day Will it happen? Realtors say they can't survive." If you resist a social gathering, you will be immediately expelled. You will not be able to receive information about the property or the landlord, and you will be unable to do anything. The executives of the social gathering lead and blatantly ostracize it. If you want to live, you have to comply with it. "

● Brokerage Fee Bargaining power ↓… 'Landlord Certification' is the outer surface

of the same jjamjjami that another injury is reduced by the commission negotiating the consumer is. Let's take the previously described '97 million won trading sale' as an example. The brokerage said to the seller, "I sold 20 million won more expensive than 950 million won (the social gathering set the upper limit)", and said to the buyer, "It was 30 million won cheaper than the 1 billion won in the market price", and the brokerage commission rate was maximum without consultation. Is to ask for. Eventually, both sellers and buyers suffer damage.

In order to prevent such false or exaggerated property damage, the real estate site introduced a system called'landlord certification' . Literally, it means that the price and information of the property posted on the site have been certified by the landlord, and it is not a false or exaggerated property. Conversely, if there is no'landlord certification' mark, it also means that it is likely to be a false or exaggerated sale.


However, during the interview process, the residents of Seongdong-gu, Seoul, raised their voices saying that certain social media brokers do not certify this landlord. " Is said to now not the 'landlord authentication" in bulk from agent reunions. If haejumyeon certification, social officer is said to oppression and disadvantage those agents . Gives the damage for sale, the buyer through a false, exaggerated sale that called themselves baeman Is it fair? "

Another resident also said, "Because they didn't do'certification of the landlord', they were forced to just put it out at one of the brokerage offices. But our house was listed for sale in 20 places in three days. 19 of them are for sale. They have all the property of others. Can I play around?" Given this situation, there have been many cases where residents of Seongdong-gu, Seoul, to obtain homeowner certification, sell their products to brokerages in Incheon, Namyangju, Seongnam, and Cheongju.

In fact, I asked for authentication again from the realtor who rejected the request for'landlord authentication' with the seller. Then he said, " No, it becomes our (broker) product when we put out the property. It is our (broker) role to promote and advertise the house. But why do you (landlord) instruct us to do this or that? If you do, you will not be able to sell things in this neighborhood .” It was literally a situation where the main customer was evangelized.

● 26% reduction in false sales in three days of'imposed crackdown and fine for negligence'

To prevent such damage, the government revised related laws. From the 21st, it was possible to impose a fine of 5 million won for false or exaggerated real estate advertisements. Not only the posting of a property that is not available, but also the act of advertising a property that cannot be brokered even if there is a property or that there is no intention to broker. Advertisements that conceal, omit, or reduce information such as floor, direction, and jeon/month rent method are also prohibited.

After the 21st of the action, an interesting phenomenon occurred. As the ebb tide fell, apartment sales plummeted. As a result of a survey of real estate big data company'Asil', as of the 23rd, the number of apartment sales, jeonse, and monthly rentals in Seoul decreased by 26% from the 20th three days ago (10873 cases → 74,126 cases) . Songpa-gu decreased -49.1%, the largest among autonomous districts, followed by Yangcheon-gu -41.4% and Seocho-gu -40.8%.

● A serious problem of buying and selling all of our property In the

course of this interview, we met many real estate agents from the perspective of sellers or buyers. Many were good and honest, but unfortunately some were not. They approached with skill, sometimes like a world-class scholar, sometimes like a veteran who has gone through all the maternity wars, and sometimes like a clergyman who contemplates life.

Prior to this report file article, I first reported the related content through the '8 o'clock news' report. After the report went out, we have received many complaints from brokers. "Is it possible to come and report as if to buy or put out a house like a'Mystery Shopper' who pretends to be a guest and evaluates service?", "The actual market is different from what you think sitting at your desk. !" Protest messages continue even from brokers who have no one-sided knowledge. They were hot and organized, enough to run out of cell phone batteries in hours. I could feel indirectly how sophisticated and robust the cartel they built.

This cartel is just a little uncomfortable for me (to be covered on additional sites). However, it is a huge economic burden and a traumatic shock to those who buy and sell a house that is virtually all of their property. This is why the government's strict crackdown is necessary. Information distortion disrupts a fair market economy. The chaotic market becomes opaque, and the victims of the opaque market eventually become consumers. It may be a problem for some brokers, but I expect the government to crack down on it. The Association of Certified Brokers has also launched its own crackdown and reporting center. We, too, will not take the'watch eye'. Just save it from real estate fixing.

※ The Ministry of Land, Infrastructure and Transport's Real Estate Transaction Disruption Report Center
※ [SBS 8 News] When I went to see'cheap quick sale', it was "5,000." Catch bait for sale