Core Viewpoint - The real estate industry is undergoing significant adjustments, leading to the emergence of "customized" services from intermediaries, including live-streaming price negotiations to enhance transaction efficiency and transparency in the second-hand housing market [2][3][4]. Group 1: Market Dynamics - The second-hand housing market has seen a shift from price-based volume sales to aggressive price cuts, with properties experiencing multiple price reductions over time [3][4]. - A specific case highlighted a property that had its price reduced from 2.18 million yuan to 1.65 million yuan after seven price cuts, indicating a nearly 24% decrease [4]. - Live-streaming has become a tool for intermediaries to compress the time needed for property viewings and negotiations, allowing for more efficient transactions [4][9]. Group 2: Live-Streaming Impact - Live-streaming sessions often involve real-time price negotiations, where intermediaries leverage audience input to influence property pricing, leading to significant price reductions [6][12]. - The effectiveness of live-streaming in real estate is still being evaluated, with current data suggesting that it has not yet surpassed the customer acquisition efficiency of short video formats [9][12]. - Intermediaries are adapting their service fees, with some reducing their commission to as low as 0.5% to attract more clients in a competitive market [11]. Group 3: Challenges and Resistance - Despite the innovative approaches, some property owners remain resistant to price cuts, often holding onto unrealistic expectations about their property's value [12][13]. - The commentary from viewers during live-streams often reflects a consensus that certain properties may not be desirable, further complicating negotiations for stubborn sellers [13]. - The overall sentiment among intermediaries is that some sellers lack a clear understanding of the current market conditions, which hinders effective transactions [13].