2025.07. 22 近期，在某二手房在线估价直播间，主播和连线业主发生了如上争执。据业主表示，自己有一套89平方 米的房子，买入价格240万元，现在要置换有意30天内售出，目前挂牌价300万左右，但一直还未出手。 本文字数：2987，阅读时长大约5分钟 作者 | 第一财经 孙梦凡 "百万曝光，极速推广，10天速卖！" 在各大社交直播平台上，一批二手房"估价"直播间正悄然兴起。进入直播间，会看到统一设计的模版化表 格，上面标注二手房的基本资料，主要模式是业主和主播连线，双方就房源售价评估"拉锯"，观众也会参 与讨论。 看起来是一种曝光房源的新途径，但记者采访发现，这种直播背后也有一些"套路"。比如，有的业主是主 播找好的"水军"，并有固定话术和脚本，目的是通过在直播间制造话题冲突，把房源价格"打下来"吸引流 量和客户。 对此有行业协会提示称，房地产估价是一项专业性极强的工作，目前部分自媒体直播中的房地产价格评 估，缺乏科学、规范的估价流程和依据，容易引发误导。消费者在获取房地产价格信息时，应保持理性判 断。 给二手房直播"估价" "有一说一，300万你肯定不好卖。" "怎么可能不好卖呢？我们这可是明星楼盘。 ...

Core Viewpoint - The rise of second-hand housing "valuation" live streaming on social media platforms is seen as a new way to expose properties, but it is accompanied by various "tricks" that can mislead consumers [2][10]. Group 1: Live Streaming Dynamics - A new trend of second-hand housing valuation live streams has emerged, where homeowners and hosts negotiate property prices in front of an audience [2][4]. - Some homeowners are reportedly "water army" actors, using scripted dialogues to create conflict and attract viewers, which raises concerns about the authenticity of the valuations presented [2][6]. - The interaction often involves the host suggesting lower prices, which aligns with the current buyer's market, where sellers are pressured to reduce their asking prices [6][10]. Group 2: Market Environment - The second-hand housing market is currently characterized by high listing volumes and a trend of "price for volume," with significant year-on-year price declines reported in major cities [9][10]. - Data from the China Index Academy indicates that the average price of second-hand residential properties in 100 cities fell by 0.75% month-on-month and 7.26% year-on-year as of June 2025 [9]. - The market is sensitive to pricing, and drastic price cuts in one property can trigger a chain reaction, leading to further price reductions in the area [10]. Group 3: Industry Concerns - Industry associations have raised alarms about the lack of scientific and standardized valuation processes in these live streams, which can mislead consumers and disrupt the normal order of the real estate market [10][11]. - The real estate valuation is a highly specialized field, and the current practices in some live streams do not meet the necessary professional standards [10][11]. - There is a growing trend of regulatory oversight in various cities regarding real estate self-media, emphasizing the need for professionalism and adherence to legal standards in property valuation [11].