Core Insights - The "Bo Xue Da Kao" exam organized by Beijing Lianjia has evolved to include the latest real estate policies and practical applications, reflecting a shift towards comprehensive knowledge assessment for real estate agents [1][2] - This year marks the 15th anniversary of the "Bo Xue Da Kao" and the 10th year since the promotion of professionalization for agents, indicating a long-term commitment to enhancing service capabilities within the industry [2] Group 1 - Over 20,000 agents participated in the "Bo Xue Da Kao" exam held in Beijing, which included assessments on new business areas such as home decoration and rental services [1] - The exam aims to optimize content to encourage continuous learning and knowledge updates among agents, thereby enhancing their service capabilities [2] - Experienced agents, like Liu Genxing, have benefited from the exam by gaining knowledge in home decoration and planning, allowing them to provide comprehensive services to clients [2] Group 2 - The exam has become a foundational infrastructure for the professional development of agents, helping both seasoned professionals and newcomers to adapt to industry changes [2] - Nearly 10,000 agents in Beijing have over 10 years of experience, showcasing a significant number of seasoned professionals within the company [2] - The exam serves as a systematic upgrade for agents, enabling them to stay informed about the latest policies and provide better advice to clients [2]

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].