“百万曝光，极速推广，10天速卖！”揭秘二手房估价直播→

Core Viewpoint - The rise of second-hand housing "valuation" live streaming sessions on social media platforms is creating new exposure methods for property listings, but these sessions often involve manipulative tactics that can mislead consumers [1][16][18]. Group 1: Live Streaming Dynamics - Second-hand housing valuation live streams feature a standardized template displaying property details, where owners negotiate prices with hosts while viewers participate in discussions [1]. - Some property owners are actually "water army" actors hired by hosts, using scripted dialogues to create conflict and attract more viewers [1][11]. - The valuation process in these live streams lacks scientific and standardized procedures, leading to potential misinformation for consumers [1][16]. Group 2: Market Context - The current real estate market is characterized by high listing volumes in major cities, with a trend of "price for volume" dominating transactions [16]. - As of June 2025, the average price of second-hand residential properties in 100 cities decreased by 0.75% month-on-month and 7.26% year-on-year, indicating a cooling market [16]. - The overall second-hand housing market is entering a buyer's market, with price sensitivity leading to potential chain reactions in pricing when properties are sold at significant discounts [17]. Group 3: Industry Insights - Real estate professionals are increasingly transitioning to online platforms, with some focusing on policy explanations and others on live selling [9]. - The use of "price-cutting" as a strategy in live streams is designed to attract attention in a buyer's market, where consumers prefer lower price points [9][10]. - Industry associations have raised concerns about the lack of professionalism in these live valuation sessions, emphasizing the need for adherence to legal and industry standards [17][18].