Shenzhen property market: young intermediary practitioners accelerate iteration
Statistics from the Shenzhen Municipal Bureau of Housing and Urban-rural Development of Guangdong Province show that second-hand housing transactions in Shenzhen have slowed down.
On October 12, the blue warning for typhoon in Shenzhen was upgraded to yellow.
The reporter saw in an intermediary shop on Qunfang Road in the Science and Technology Park area of Nanshan District, Shenzhen.
"We originally had 12 employees in our store, but now there are only four or five left. Many of the employees who left have changed jobs to deliver food." She said.
The latest survey data from the Shenzhen Association of Real Estate Intermediaries shows that from January to September this year, Shenzhen has closed a total of 642 housing intermediary stores (including suspension of business but not timely cancellation), accounting for 15.1% of the total number of questionnaire surveys.
According to the feedback from the reporting agency, the number of brokers on the job totaled 35,893, accounting for 86.5% of the number of effective real-name registrations.
As of September 30, there were approximately 41,000 effective real-name registered intermediaries, a decrease of more than 6,000 from the peak of this year and a decrease of 14.2% from the same period last year.
According to industry insiders, in fact, the flow of talents in the real estate agency industry has been relatively fast.
When the market is good, the monthly churn rate is 5%, and the compound churn rate is 60% in one year, that is, 60 people are recruited for 100 people; when the market is not good, the monthly churn rate is 9%-10%, one year The attrition rate can reach 120%, and there may be a negative growth, which can only be made up by hiring a large area non-stop.
A survey conducted by the Shenzhen Real Estate Intermediary Association at the end of July this year showed that the large real estate intermediaries Midland, Lianjia, Zhongyuan, and Shihua have all closed some stores to reduce expenses and preserve their strength.
For example, Midland has suspended 65 stores, accounting for 40.9% of its total stores.
The Shenzhen Science and Technology Park area is backed by the high-ranking community in Nanshan District for second-hand housing transactions, and there are densely large and small housing intermediary shops nearby.
The reporter visited on the spot and found that on Qunfang Road, which is less than 2 kilometers away, there is a housing agency shop almost every 200 meters.
Even in the afternoon when the typhoon caused the city’s primary and secondary schools to be closed, at least 14 shops were still open.
A nearby real estate agency told reporters, “Three or four real estate agency shops on this street have recently closed.”
Hua Hong, director of the development research department of the Shenzhen Real Estate Agency Association, told reporters that he is more concerned about how many practitioners have left the intermediary industry than when the store is closed. "This figure can better show the true status of the industry."
Some people left and changed jobs, some went up against the market
During the interview, the manager of an intermediary store in Shenzhen Vanke City told reporters that he now relies on a few leases to maintain the normal operation of the store. The monthly rent for the store is 40,000 yuan, but the entire Vanke City area now only has The transaction volume of one or two houses depends entirely on the housing leasing business.
Xiao Li graduated from Guizhou University with a law major last year and chose to come to Shenzhen to become a real estate agency.
When the market environment was good last year, he just graduated from school was very busy every day, no matter from experience, insights or income, he gained a lot.
But since June this year, he hasn't opened a single order for more than 4 months.
Xiao Li was a little anxious, but he still got up early every day and rushed to the store, making phone calls and various visits, and he was busy until late.
Xiao Li's other colleagues have not easy lives.
At 8pm on October 18th, the reporter saw that the shop was brightly lit and the intermediaries in white shirts were still working, either calling outside the door to communicate or looking for information online at the work desk.
"Some colleagues have changed careers and left, and they were able to recruit new people in the past, but it has not been easy to recruit people recently." Xiao Li said.
In this round of market adjustments, some intermediary shops in some areas have achieved bucking the market's upward trend.
Chen Chao, the manager of Shenzhen Lianjia Moon Bay Garden Store, told reporters that thanks to the new house business, the sales of his store in September amounted to several hundred thousand yuan, which was higher than in previous months.
According to the reporter’s observations, the areas in Shenzhen where transactions have turned down are concentrated in areas where the price has risen too quickly and housing price overdrafts have been relatively serious, such as the western areas of Nanshan, Bao’an, and Qianhai, while the Futian, Luohu, and Longgang areas have continued to stabilize their housing prices. Become the main force of transactions today.
In addition, because some areas are luxury residential areas, only the leasing business can achieve the same performance as the house sales business, so it has also become an important driving force for maintaining performance.
Zhan Siqi, from Shekou Peninsula City State Store, entered the real estate intermediary industry for less than two years after graduating from graduate school.
Before that, as a newcomer, she could only do the leasing business. She won various awards such as regional sales champions all the way, and she was promoted from an ordinary salesperson to a store manager.
The market continues to iterate and differentiate the industry
Chen Chao, who worked as a business district manager and store manager at Shenzhen Lianjia Moon Bay Garden Store, joined IBM after graduating from Shenzhen University in 2009 and chose to move to Shenzhen Lianjia in 2016.
When he first started working as an intermediary, he had the highest degree of education and the most glamorous resume in the entire store. At that time, many people did not understand his choice.
It took Chen Chao 5 years to go from a star agent who has repeatedly set sales records to a successful bid to become a store manager, and then he was promoted to a business district manager.
He realized his dream of living in peace with his outstanding sales performance, and more and more young people with high education like him have joined his colleagues in the store.
Long before the beginning of this downturn in the property market, Lianjia Real Estate became the first real estate agency in China to implement a 100% undergraduate recruitment policy for newly recruited employees.
Hu Zhidan, general manager of Shenzhen Lianjia, told reporters that the industry's requirements for talents have been increasing over the years.
“Lianjia’s intermediary business has now been iterated to version 4.0, and the business content has been transformed into a real estate consulting consultant. This is to change the impression of distrust and unreliable intermediaries in the minds of ordinary people in the past.”
Hu Zhidan said that buyers usually don't know about abnormal deaths in houses in the past.
But now Lianjia promises that if problems are discovered by the owner without fulfilling the obligation of notification, the company can pay a fixed amount of up to 500,000 yuan.
Hu Zhidan said frankly that the social status of the intermediary industry is not very high, and there is still a long way to go for overall improvement.
The real estate market is currently sluggish, but it is just an opportunity for adjustment for talent training. The proportion of people recruiting undergraduates in the industry exceeds the critical point of 51%, and the ecology of the entire industry will change, and the talent structure will become more and more reasonable. Increased corporate profitability.
The property market seems to be accelerating the iteration and differentiation of the industry.
Financial commentator Liu Xiaobo said that the intermediary of high-quality talents shows that China's overall education level is improving. It is the same reason that teachers in primary and middle schools in first-tier cities are becoming more famous, masters and doctors.
The property market was once hotter, and more and more big cities have entered the era of second-hand housing, and the proportion of second-hand housing transactions has increased. This has provided more room for the intermediary industry. However, it is undeniable that the current housing market is cooling down and college students are also changing careers. The cyclicality of the industry.
China Youth Daily·China Youth Daily reporter Liu Fang Source: China Youth Daily