这一转变在从业多年的资深经纪人刘根星身上得到了体现。通过备考，他了解了家装设计逻辑、空间规 划方法、施工工艺要点等装修知识，如今已能娴熟地为客户提供从买房到装修的一站式服务，成为一名 既懂房产又懂装修的复合型居住顾问。 在海淀区北清路考点，商圈经理盛俊红与丈夫、女儿一家三口都参加考核。"'搏学大考'贯穿了我的整 个职业生涯，每次备考都像一次'系统升级'，让我能准确掌握最新政策，为客户提供更妥当的建 议。"从业14年的盛俊红感慨道，"这不仅是对自己工作的负责，也是对客户信任的最好回应。" 新京报贝壳财经讯 （记者袁秀丽）11月19日至20日，超过2万名经纪人奔赴北京链家第26届"搏学大 考"的考场。相比往年，今年"搏学大考"增加了最新房产政策的解读与实战场景的应用，同时加强了装 修、省心租等新赛道业务知识的考核。 "我们希望通过持续优化考试内容，以用定考、以考促学，来更新经纪人的知识储备，促进他们的服务 能力转型升级。"北京链家"搏学大考"相关负责人这样表示。 编辑 杨娟娟 校对 王心 据悉，今年是链家"搏学大考"的第15年，也是其提出经纪人职业化的第10年，像盛俊红这样从业10年以 上的"链家老兵"，在北京链 ...

Core Insights - The 26th "Bo Xue Da Kao" organized by Beijing Lianjia took place from November 19 to 20, with over 20,000 agents participating, marking the 15th anniversary of the event [1] - This year's exam has expanded its focus beyond real estate transaction services to include assessments on renovation and rental services, aiming to enhance agents' comprehensive service capabilities to meet diverse consumer needs [1][3] Group 1 - The new residential era is shifting consumer demands from merely having a place to live to prioritizing quality living, leading to a new consumption trend focused on quality [3] - The exam has made significant breakthroughs in both depth and breadth, increasing the emphasis on the latest real estate policies and practical applications, as well as strengthening knowledge assessments in renovation and rental services [3][4] - Agents are now expected to integrate knowledge of real estate and renovation, providing a one-stop service experience for clients from purchasing to renovation [3][4] Group 2 - The incorporation of the latest housing market policies into practical service scenarios for agents is a key feature of this year's exam [4] - The rise of professional agents in the industry is noted, with a growing number of individuals choosing to pursue long-term careers in this field [4] - The increasing demand for quality service from consumers presents new challenges for agents' professional capabilities, emphasizing the importance of continuous learning and improvement [4]

Core Insights - The transformation of real estate agents from traditional roles to professional "residential consultants" has been a significant change in the industry over the past decade, driven by evolving industry standards and the growth of agents alongside platforms like Lianjia [1] Group 1: Transformation of Real Estate Agents - The entry of high-quality, cross-disciplinary talent is reshaping the perception of the real estate industry, moving away from the notion of low barriers and repetitive tasks [2] - Agents are now required to undergo rigorous training and assessments to master professional real estate knowledge and service skills, indicating a shift towards professionalization [2][3] - The integration of data-driven approaches and technology tools has significantly improved service efficiency, with agents adopting analytical methods similar to data analysts [3] Group 2: New Media and Customer Engagement - The emergence of short video content has revolutionized customer acquisition strategies, allowing agents to leverage their media skills to create engaging content that resonates with clients [4][5] - The platform's support for short video creation has fostered a complete ecosystem for agents, enhancing their ability to connect with clients through innovative content delivery [5] - The shift from physical viewings to digital content has transformed the agent-client relationship, positioning agents as consultants rather than mere salespeople [5] Group 3: Data-Driven Service Models - The adoption of customer lifecycle management concepts has led to a more strategic approach to real estate services, focusing on long-term value rather than just transactions [6] - Agents are utilizing data-driven strategies to enhance service quality, such as optimizing property listings and creating detailed client profiles [6][7] - The platform encourages the integration of diverse industry experiences, fostering a unique "composite service capability" among agents [7] Group 4: Career Development and Organizational Structure - Lianjia's transparent promotion system, which emphasizes merit-based assessments, has motivated agents to pursue professional growth and development [7][8] - The company retains the professional records of former agents, facilitating their return and providing them with resources to succeed [7] - The ongoing transformation of agents continues to evolve, with innovations in AI, VR, and community engagement being explored to enhance service offerings [8]

Core Viewpoint - The real estate brokerage industry in China has undergone significant transformation over the past decade, particularly through the efforts of companies like Lianjia, which have focused on professionalizing the role of real estate agents and improving service quality [3][17][32]. Group 1: Industry Background - The real estate brokerage industry in China faced numerous challenges two decades ago, including rampant issues such as "price gouging," "fake listings," and agents absconding with funds, leading to a negative perception of the profession [2]. - Lianjia emerged with a mission to challenge these malpractices by implementing initiatives like "no price gouging" and "real listings," marking the beginning of a new era for the industry [3][6]. Group 2: Professionalization of Agents - Over the past ten years, Lianjia has successfully cultivated a new generation of professional real estate agents, with over 15,000 agents in Beijing having more than five years of experience and 7,500 with over ten years [4][28]. - The company introduced a performance-based points system to encourage long-term development among agents, linking their performance to career advancement and revenue sharing [7]. Group 3: Supportive Ecosystem - Lianjia has established a cooperative network (ACN) that allows agents to collaborate efficiently, transforming competitive dynamics into a symbiotic relationship [8]. - The company has implemented various mechanisms to ensure fair competition and protect agents, thereby enhancing their respect and recognition among consumers [9][10]. Group 4: Training and Development - Lianjia has developed a comprehensive training system for agents, offering 44 talent development programs and 461 training courses in 2024 alone, with an average of 214 hours of training per agent [19]. - The company also emphasizes mentorship through a "master-apprentice" system, pairing new agents with experienced mentors to enhance their skills in real-world scenarios [20]. Group 5: Work-Life Balance and Employee Welfare - In 2023, Lianjia introduced a "5+7" work-rest system, allowing agents to have more time for family and personal well-being, which includes additional vacation days for those with school-aged children [25]. - The company also offers a mutual assistance program to support employees and their families during difficult times [25]. Group 6: Future Directions - Lianjia is expanding its service capabilities to meet diverse consumer needs, encouraging agents to transition into multifaceted residential consultants [27]. - The ongoing professionalization of agents is reflected in their evolving roles, with many now identifying as community experts, technology enthusiasts, and real estate influencers [32].