Hangzhou Online "Landlord Direct Sales" High Commission Industry Barriers Or Will Be Broken?

"Must housing be bought and sold through intermediaries? The agency fee is too expensive! "“ I want to contact the landlord to buy a house by myself, but I'm afraid to be cheated These questions can often be found in various real estate forums. In the face of the pain and difficulty of second-hand housing transactions, local government departments have also received complaints and suggestions. Today, Hangzhou housing security and Real Estate Management Bureau (hereinafter referred to as "Hangzhou housing management bureau") has become the first person to eat crabs.

On August 18, the official website of Hangzhou second-hand housing transaction supervision service platform was officially launched with the function of "individual independent listing of houses". Hangzhou housing management bureau said that this marks a more standardized, safer, more convenient and more perfect online official new channel for Hangzhou's second-hand housing transactions.

Landlords can be listed on the online platform of Hangzhou housing and Housing Administration Bureau independently, breaking the second-hand house trading mode relying on intermediaries, and saving 2% - 3% intermediary fees for buying and selling second-hand houses. As soon as the news came out, on the evening of August 19, China's shell stocks plummeted by about 15%. Chain home, Central Plains real estate and other head intermediary enterprises said that this has little impact on the intermediary. Some people in the industry even pointed out that Beijing had introduced similar measures in 2011, and Shanghai even tried earlier, but later there was no following.

A deep-rooted industry insiders said that Hangzhou online "personal independent listing of housing resources" function is a signal that the intermediary industry barriers have been broken: the offline intermediary model will face unprecedented impact. First of all, the offline intermediary model has been developing for about 20 years, and has been changing itself. From single store to shell house search platform, what is the next step for the intermediary industry?

At the same time, the existence of intermediary industry also takes up a lot of human resources. Only by expanding the transaction flow and increasing Commission commission can more and more people in this industry be fed.

Now that the real estate industry has entered the deep-water area of regulation and control, domino domino effect will appear in every detail. With the high commission situation of intermediary being broken, the offline mode will naturally be dispelled to a certain extent. It is not ruled out that other cities will follow the example of Hangzhou.

Strengthen the supervision of second-hand housing transaction chain

On August 19, 21st century economic reporter interviewed some potential and already bought houses. They believed that the housing resources released by official channels can guarantee the authenticity of housing resources, and can "avoid the problems of intermediary food price difference and monopoly of housing resources"“ The buyer and the seller can save the intermediary fee and let the intermediary return to the service function. When consumers talk about intermediaries, most of them have the impression of driving up house prices and high commissions, which almost outweigh the service and hard work of intermediaries in the process of housing transaction.

And intermediary salesman, mood is quite complex. Although they think that "most of the buyers are inexperienced and it is difficult for the platform provided by the government to affect the market", they also feel the impact and feel that they should be prepared to change their careers. A salesman of an intermediary store pointed out that the transaction of second-hand housing is very complicated, including the complicated procedures of house source selection, price negotiation, guarantee and transaction. The technology industry has its own specialty, and the government can not replace the intermediary to complete all these processes; Individuals also need to spend a lot of time and energy to complete the transaction.

The function of "individual independent listing" improves the disadvantages of information asymmetry between buyers and sellers and intermediary agencies in the process of second-hand housing transaction. The platform not only guides buyers and sellers to carry out transactions according to the standard process of house source verification and listing, but also sets up a new intelligent classification function of user identity to realize that individual independent listing house source information is only open to individual real name authentication users, Brokers can not check to prevent information leakage and harassment. More importantly, if the matchmaking transaction is completed, the platform does not charge a fee, which has obvious advantages over the intermediary economy. However, it is still too early to draw a conclusion whether the housing sales mode relying on intermediary agencies can be broken.

In 2015, Beijing launched the official real estate transaction website, Beijing real estate transaction information network. According to the assumption of the platform, buyers and sellers can realize docking directly on the network, "zero intermediary fee", and reduce the transaction cost of second-hand housing. The platform was launched on May 9 for a week, only 33 sets of second-hand houses were available, and many of the houses did not have real pictures in the introduction, most of them stayed on the evaluation value of houses.

It is reported that in July 2011, Beijing's first government-run second-hand house trading platform free of intermediary fees was put into trial operation in Haidian District. A week after the launch, the total number of houses has accumulated to 510 sets. But the search function of the platform can only rely on the source code and the name of the community to query. Compared with commercial websites which can search flexibly through fuzzy conditions such as area, house price and area, it is not flexible enough. According to statistics, in that year, only 5.3% of the online housing resources were released by the owners themselves, while 94.7% were released by real estate agents.

Shanghai is earlier. More than a decade ago, there was a similar government platform. The intermediary will take the initiative to tell the buyer to put the housing on the government platform as an endorsement of real housing. Let the buyer rest assured that the transaction. But transactions are generally completed in intermediary stores.

Compared with Beijing and Shanghai, Hangzhou seems more thorough. After the real name registration, the seller can use the "individual independent listing" function to fill in the housing object information, housing ownership status and the basic information of the obligee online to complete the house listing independently. After the real name registration of the real name of the buyer, you can query the list of the individual independent listing and the entrusted broker listing in the column of "listing house list". Through the actual needs of individual screening price, area, house type, urban areas and other conditions, quickly lock in the desired housing. All the housing resources released on the platform have been verified by the housing management department, and have a unique unified code and two-dimensional code for house source verification. Transactions by code ensure the authenticity, legality and effectiveness of property rights.

Individual landlords can be listed online independently. After real name registration, buyers can also get in touch with landlords directly to see their houses and negotiate prices. However, the intermediary can not register and obtain the landlord's personal information through the platform.

In the view of some intermediaries, the second-hand housing transaction chain supervision link is more and more. For example, this time, Hangzhou second-hand housing trading platform has completely upgraded the traditional market supervision mode, realizing three fundamental changes: "from prior supervision to whole process supervision before, during and after the event", "from single government management to joint supervision of government, industry and society" and "from management of people, affairs and behavior to management of platform, data and credit"; Four innovative mechanisms have been created, including "information filing mechanism covering all industries", "big data association mechanism for real name listing service", "recording and evaluation mechanism for each transaction" and "star rating mechanism with real-time dynamic adjustment"; It has launched five modules of "information record of brokerage institutions and personnel", "publicity of administrative supervision information", "publicity of industry management information", "service evaluation and star rating" and "house source verification and listing", strengthening the all-round and whole process supervision of "people", "house" and "contract".

"High house price high commission" cycle is expected to be broken

Hangzhou real estate market comprehensive management service center related people in an interview previously revealed that the current platform is only the release of housing information, and then there will be personal purchase information release.

The biggest attraction of this transaction mode for consumers is the reduction of intermediary fees. At present, the intermediary fee in Hangzhou is divided into two parts according to the transaction price. Three points are charged for the house price within 1 million yuan, and 2 points are charged for the part above 1 million yuan. For example, for a 4 million house, the intermediary fee is 80000 yuan, even if it is discounted, it will cost 50000 yuan.

It is expected that the vicious cycle of housing prices with high commission caused by high house prices will be broken, but the matchmaking role of intermediaries in the transaction process can not be replaced; The transaction of second-hand house is complex, some of which involve multiple mortgage, so there is a certain capital risk for the buyer“ At present, there is no better solution for online platforms.

The above-mentioned people also admitted that the purpose of the Housing Authority's online "individual independent listing of houses" is to facilitate the people and provide a new sales channel for individual landlords to sell their houses. Landlords can put the housing on the government platform at the same time, also linked to the intermediary there, improve the transaction opportunity.

From the perspective of service demand of second-hand housing business, intermediary can not be completely replaced. If the buyer and the seller have negotiated the house price, and the property right is clear and there is no loan demand, the intermediary fee can be saved through the "landlord direct sale" mode; But if it comes to mortgage loans, property rights investigation and other professional services, it is impossible to bypass the intermediary.

Both the buyer and the seller can go to the real estate registration center to handle the online transfer procedures, which is very convenient. However, if the transaction process is complex, professional intermediaries are still needed to provide services.

Up to now, Hangzhou second-hand housing transaction supervision service platform has realized real-time information publicity of 997 brokerage agencies, 3293 stores and 97400 employees; A total of 1.094 million houses have been listed, involving 451800 units; The total number of transaction evaluations reached 307600, of which 307200 were satisfied with the satisfaction rate of 99.84%; A total of 569 industry inspection announcements have been issued, 558 enterprises have been listed in the abnormal operation list, 22 people have been listed in the industry punishment list, and 7 people have been listed in the risk warning list.

As a transaction supervision service platform set up by the government, it can supervise and urge the intermediary to improve the service, which also takes an important step in the "truth seeking" of second-hand housing“ The government just wants to "knock on the mountain and shock the tiger" and remind the intermediary service to keep up, otherwise there will be too much chaos in the market. To be sure, once the online independent listing house source is promoted to other cities, the impact on the real estate intermediary industry will be gradually released. " The industry said.