揭秘中介卖房“热场子”潜规则

Core Viewpoint - The emergence of a new intermediary role, referred to as "intermediary of intermediaries," in Shanghai's real estate market is reshaping the transaction dynamics between property owners and traditional real estate agents [2][10]. Group 1: Market Dynamics - The Shanghai real estate market has seen a decline in property prices, prompting homeowners to seek alternative selling methods despite the presence of numerous real estate agencies [2][10]. - The "intermediary of intermediaries" model has developed as a response to the oversupply of properties and scarcity of buyers, creating a unique selling environment [10][12]. Group 2: Operational Mechanism - This new model involves additional service fees, typically around 1%, on top of standard commission rates, which homeowners are willing to pay for enhanced service [2][6]. - Agents in this model often provide property beautification services, which can range from simple cosmetic changes to more extensive renovations, to make properties more appealing to potential buyers [5][6]. Group 3: Marketing Strategies - Effective marketing strategies include leveraging existing relationships with other agents, organizing events to foster connections, and ensuring that all parties involved have aligned interests [8][9]. - The model emphasizes the importance of trust and personalized service, with agents focusing on maximizing the sale price for homeowners [9][10]. Group 4: Industry Trends - Major real estate firms, such as Lianjia, are transitioning to a single-agent model, where agents will specialize in either representing sellers or buyers, enhancing operational efficiency [10][11]. - The projected sales for 2024 in Shanghai's existing residential market are estimated at 213,400 units, with a total transaction value of approximately 745.49 billion yuan, indicating a robust market despite challenges [11].