房产中介大洗牌：巨头裁员、网红抢单、北京立规矩，现在还赚吗？

Core Viewpoint - The real estate industry is experiencing a significant downturn, characterized by a sharp decline in second-hand housing transaction volumes, store closures, and mass layoffs among frontline workers, particularly affecting major industry players. In contrast, some local small agencies are managing to expand and find new opportunities amidst this crisis [2][5][7]. Group 1: Industry Challenges - The Shanghai real estate market has seen transaction volumes drop to historical lows, with some areas nearing a "frozen" state, while housing prices are in a continuous decline [7][9]. - The core issue for real estate agencies is the "double drop" in transaction volume and prices, leading to layoffs and store closures as agencies struggle to maintain profitability [5][9]. - The traditional model of real estate agencies, which relied on high transaction volumes for commission income, is being severely tested as the market faces a depletion of demand and a shift in buyer sentiment [9][11]. Group 2: Small Agencies' Success - Some emerging small agencies are thriving by adopting a new commission model that offers agents a significantly higher share of profits, distributing 70% of company profits to agents compared to the traditional 5%-8% [11][13]. - These small agencies are leveraging social media to attract clients, transforming property sales into content-driven marketing, which allows them to reach potential buyers outside traditional channels [13][15]. Group 3: Traditional Agencies' Struggles - Traditional agencies are aware of the importance of social media but struggle to implement effective changes due to outdated incentive structures and rigid operational models [15][16]. - Many traditional agencies continue to rely on their proprietary apps for client engagement, which limits their ability to adapt to new market dynamics and customer acquisition strategies [16][18]. Group 4: Industry Regulations and Ethics - The downturn has led to the emergence of unethical practices among some agencies, including misleading clients and manipulating prices, which violate legal regulations [18][19]. - Recent initiatives by industry associations aim to curb these practices by promoting transparency and accountability, emphasizing the need for compliance and ethical behavior in the industry [21][23].