登录新浪财经APP 搜索【信披】查看更多考评等级 长沙晚报掌上长沙2月5日讯（全媒体记者 刘嘉 通讯员 谭婷）以"超低价"为饵隐瞒"法拍房"起拍价属性进行不实 引流？捏造"三学区房"等虚假政策制造焦虑？以极端化言论片面唱衰市场违规引流？2月5日，长沙市房屋交易管 理中心组织召开长沙市规范房地产领域平台及自媒体行为联合整治行动情况通报会，正式发布《长沙市房地产自 媒体负面行为清单》，为行业划定清晰"红线"。 今年1月，长沙市住房和城乡建设局联合长沙市市场监督管理局、长沙市互联网信息办公室等部门，在全市范围 内集中开展了规范房地产领域平台及自媒体行为联合整治行动。 行动聚焦涉房自媒体账号、房地产网络信息平台、房地产经纪机构三大主体，重点整治五类违法违规行为：无资 质备案的违规经营；发布虚假、隐瞒关键信息的房源；歪曲解读政策，作出虚假承诺；制造恐慌的恶意营销炒 作；以及无证经营、违规收费等。 《清单》明确，严禁编造政策及房价不实信息、伪造文件、发布绝对化承诺、断章取义解读政策、使用"标题 党"误导公众等虚假信息传播行为；禁止为违规房源宣传、以"内部房源""零首付"等噱头引流、过度渲染附加价 值、用个别案例误导整体市 ...

为规范行业秩序，建立正确舆论导向，促进西安市房地产市场平稳健康发展，住建部门结合网信部门1 月5日《西安市房地产领域专项整治行动典型案例通报》，依据《房地产经纪管理办法》《西安市房地 产经纪信用信息管理办法》相关规定，对涉及的4家房地产经纪机构作出处理，现将有关情况通报如 下： 1."'XX好房笔记''卫XX'长期以'业主赔钱卖房'为话题，刻意渲染市场波动，其通过消极化、片面化论 调引导业主大幅降价，获取二手房交易机会的行为，违反房地产经纪行业管理规定，干扰群众理性判 断，扰乱网络传播秩序。" 经查，"XX好房笔记""卫XX"账号持有人为卫XX（未按规定办理从业人员实名登记）系陕西升维置业 有限公司（高新区经备字第202502559号）法定代表人、西安雨樵置业有限公司（未办理经纪机构备案 手续）股东。针对其违规获取居间机会的违规行为，高新区住建局已对公司及账号运营人批评教育、责 令整改，分别扣除两公司信用分20分，并列入重点监管对象。 2."'地产XX'长期集纳网上房产评论信息，无官方信息来源依据，通过剪辑拼凑、制作夸张标题等方式 发布争议性、误导性虚假不实信息，引发用户恐慌性预期，扰乱网络传播秩序。" 经查 ...

Core Insights - Multiple internet platforms, including Douyin and Xiaohongshu, were summoned by Beijing's housing authority to address issues related to the dissemination of false information and market panic in the real estate sector [1] Group 1: Regulatory Actions - Beijing's housing authority conducted a joint meeting with various departments to strengthen online ecosystem governance and curb irregularities in the real estate market [1] - The meeting highlighted that certain self-media accounts were spreading negative narratives about Beijing's housing market, creating panic and disseminating false information [1] - Platforms were instructed to conduct comprehensive self-checks, promptly remove illegal information, and establish a regular internal review mechanism for industry content [1] Group 2: Compliance and Cleanup Efforts - As of December 12, under the supervision of relevant authorities, platforms like 58.com, Douyin, Xiaohongshu, and others have collectively cleaned up over 17,000 pieces of illegal and harmful information [1] - More than 2,300 accounts and live streams that amplified market fluctuations and spread anxiety were removed, including those associated with misleading real estate content [1] - Companies like Lianjia, Wo Ai Wo Jia, and Maidian screened over 1.3 million online property listings, resulting in the removal of over 480 non-compliant listings [1]

Core Insights - The real estate agency industry in China has rapidly expanded, with over two million practitioners, but there is a growing call for the abolition of real estate agents due to widespread consumer dissatisfaction [1][3] Group 1: Consumer Dissatisfaction - A survey indicates that 85% of respondents are dissatisfied with agency services, and 73% support the cancellation of real estate agents [1] - Key issues include the prevalence of false or outdated property listings, leading to feelings of deception among consumers when agents redirect them to less favorable options [3] - Some unscrupulous agents encourage buyers and sellers to sign "yin-yang contracts" to evade taxes, which can lead to legal repercussions for the parties involved [5] Group 2: Market Disruption - Real estate agents are accused of artificially inflating prices, disrupting the normal market order by persuading homeowners to raise prices based on exaggerated market trends [7] - This manipulation has led many homeowners, who initially had no intention to increase prices, to raise their selling or rental prices [7] Group 3: Regulatory Environment - The call for the abolition of real estate agents may be unrealistic, but the industry is expected to face stricter regulations and oversight in the future [9] - A notice issued by the Ministry of Housing and Urban-Rural Development and eight other departments emphasizes the need to address significant issues in the real estate market within three years [9] - Major cities like Beijing, Guangzhou, and Nanjing have begun implementing comprehensive regulations on real estate agencies to tackle existing market chaos [9] Group 4: Future Trends - The future of the real estate industry is becoming clearer, with increased regulatory efforts leading to a more standardized market, potentially eliminating non-compliant second-hand agencies [10] - The influx of private capital into online real estate trading platforms is expected to reduce reliance on traditional agents by providing easier access to information for buyers and sellers [10] - Local governments are establishing second-hand housing transaction centers to alleviate information asymmetry between buyers, sellers, and agents, as seen in Yongcheng, Henan Province [10]

Core Viewpoint - The Beijing Real Estate Brokerage Industry Association has issued a set of 10 initiatives aimed at promoting ethical practices and transparency within the real estate market, focusing on accurate information dissemination and fair business operations. Group 1: Correct Public Opinion Guidance - Avoid negative market narratives: Members should not publish or spread exaggerated risks or create market panic, and should interpret market data objectively [2] - Reflect true market information: Members must not selectively choose low-priced properties with significant flaws as representative cases, avoiding misleading generalizations [2] - Standardize information release: The use of sensationalist headlines like "housing prices plummet" is prohibited, ensuring that market data and interpretations are accurate and reliable [2] Group 2: Standardize Business Operations - Prohibit false showings and low-price inducements: Members must not create false showing volumes to meet KPIs or entice homeowners to list properties at lower prices [3] - Ban malicious price suppression: Properties should be evaluated scientifically, and members must not use manipulative tactics to pressure homeowners into lowering prices [3] - Standardize pricing negotiations: Members must accurately reflect market prices and cannot lower quotes to disrupt market order without client authorization [3] Group 3: Standardize Charging Practices - Clear pricing: Members must strictly adhere to transparent pricing practices, publicly displaying service items, content, and fee standards [4] - Regulate commission collection: Members should not engage in improper competition through promises of rebates or commissions, and must avoid any form of improper benefit transfer [4] Group 4: Promote Fair Competition - Ban exclusive agreements: In new property agency and channel businesses, members must not leverage their position to require developers to sign exclusive agreements, ensuring fair competition [5] - Reasonable fee determination: Fees should be based on the quality and content of real estate brokerage services, and should not be determined through low-price competition [5]

Core Viewpoint - The Beijing Real Estate Brokerage Industry Association has issued a set of 10 initiatives aimed at promoting ethical practices and transparency within the real estate market, emphasizing the need to avoid sensationalism and ensure fair competition [1][2][3][4][5]. Group 1: Correct Public Opinion Guidance - Avoid negative market narratives: Members should refrain from spreading exaggerated risks or creating panic in the real estate market, and instead provide objective interpretations of market data [2]. - Accurate market representation: Members must not selectively present low-priced properties as representative cases, which could lead to misleading conclusions about market conditions [2]. - Regulate information dissemination: The use of sensationalist headlines like "housing prices plummet" is prohibited, ensuring that all market data shared is accurate, comprehensive, and sourced reliably [2]. Group 2: Standardize Business Operations - Prohibit false showings and low-price inducements: Members must not create fake property viewings to meet KPIs or entice homeowners to list properties at lower prices [3]. - Ban malicious price suppression: Properties should be evaluated scientifically, and members must not use manipulative tactics to pressure homeowners into lowering prices [3]. - Regulate property pricing negotiations: Members must accurately reflect market prices and cannot engage in lowball negotiations without client authorization [3]. Group 3: Standardize Charging Practices - Clear pricing policies: Members are required to adhere to transparent pricing practices, publicly displaying service items, content, and fee standards without hidden charges [4]. - Regulate commission practices: Members must not engage in improper competition through promises of rebates or commissions, and should avoid any form of improper benefit transfer [4]. Group 4: Promote Fair Competition - Ban exclusive agreements: In new property agency and channel operations, members should not leverage their position to enforce exclusive agreements with developers, ensuring fair market competition [5]. - Reasonable fee determination: Fees should be based on the quality and content of real estate services, and members must not resort to price-cutting strategies to gain business [5].