Beijing Lianjia has started to "subsidize" property owners.

This year, many people have stated that "houses are not selling well". Most homeowners who put their houses on the market have to reduce the price several times with sadness.

On social platforms, a new profession has even emerged - the house-selling class representative, who specializes in teaching homeowners how to sell their properties.

To summarize these house-selling courses, there are mainly the following 4 house-selling techniques:

• Redo the soft decoration of the house to make the house look as new as possible, and it is best to create a warm atmosphere;
• Keep up with the market situation in a timely manner, set a reasonable price, and avoid lagging behind the market rhythm. Otherwise, if the listing price is too high, no one will be interested. If the psychological bottom price is not adjusted in time after the market recovery, it is also possible to sell at a loss;
• Be familiar with the advantages and disadvantages of the same type of houses in the surrounding area. It is best to go and have a look in person. After comparison, list the advantages of your own house, so that buyers can know the value of the house during the bargaining stage and avoid getting into a price tug-of-war;
• You can talk about the beautiful stories that occurred during the time you lived in this house to increase the sense of the living scene.

It can be seen that after the balance of the market has shifted from a seller's market to a buyer's market, how to sell a house is becoming a professional service.

The official website of Lianjia shows that there are currently approximately 130,000 second-hand housing units for sale in Beijing, and behind each housing unit, there is a homeowner's story.

Another corresponding data: In November 2024, the online signing volume of second-hand residential houses in Beijing was 18,763 units, setting a new high in 20 months.

The market transaction in November is the result of communication, game, and trust between 18,000 buyers and more than 100,000 sellers. Among them, the real estate brokerage companies and brokers who provide services in the middle also have the deepest feelings about the market.

In the market upheaval where "there are more houses than buyers, the entire transaction cycle is lengthened, and the anxiety of homeowners is gradually increasing", the leading brand Beijing Lianjia has started to provide targeted service value-added for the anxiety and pain points of homeowners since November, and has put forward the industry's first service commitment for the homeowner side.

These standardized value-added services are mainly concentrated in two aspects: reducing the cost of homeowners' house exchange and providing more information and basis for homeowners' decisions.

Industry First, "Subsidizing" Homeowners for Exchange

After the Beijing real estate market has entered the buyer's market, it has also entered a stage dominated by improved transactions. The combination of the two has led to changes in the operation process of buying a house for exchange: Previously, most homeowners for exchange would first look at houses and buy a new house. After locking in a new house, they would then list and sell the old house, so as to shorten the transaction cycle. But now, the selling cycle has been prolonged, and the transaction uncertainty has increased. To be on the safe side, homeowners for exchange usually sell the old house first and then buy a new one.

The change in the operation process has led to some homeowners for exchange having a vacancy period for their own housing during the period of selling the old and buying the new, and they need to rent a house for the transition. In order to enable them to smoothly pass the exchange cycle and reduce the exchange cost, Beijing Lianjia has launched a targeted service commitment - "Rent for Exchange, Commission-Free": Homeowners who sell and buy a house through Beijing Lianjia within one year and rent a house through Beijing Lianjia within half a year after the delivery of the sold house can enjoy a one-time commission-free rental benefit.

Moreover, Beijing Lianjia has made the half-year validity period of enjoying the commission-free rental "traceable". Mr. Wang sold his one-bedroom apartment in October this year and bought a small three-bedroom apartment in November. Both houses were traded through Lianjia, but the new house will not be delivered until 2025, so Mr. Wang needs to rent a house for the transition.

Although when Mr. Wang sold the house, Beijing Lianjia had not officially announced the commitment of "Rent for Exchange, Commission-Free" to homeowners, after being actively "reminded" by the broker, Mr. Wang still rented a house through Lianjia and successfully saved a sum of rental commission.

Mr. Wang's situation is not an isolated case. According to statistics, about 70% of the current second-hand housing transactions in the Beijing market are related to exchange. In the first month of Beijing Lianjia launching this service, 90 homeowners have enjoyed this discount, saving a total of 460,500 yuan in exchange costs.

In fact, the rental commission "subsidy" is only one of the benefits that homeowners for exchange can enjoy, and some hidden conveniences also greatly reduce the cost of homeowners for exchange. For example, Beijing Lianjia's rental business has a large number of real housing sources. They can more precisely match the housing sources according to the rental period, location and other demand information of homeowners for exchange, saving homeowners a lot of costs in finding houses, communicating and negotiating, and turning selling, buying and renting into a "one-stop service", enabling homeowners for exchange to seamlessly connect at all links.

Real Data, Assisting Homeowners in Decision-Making

In fact, in addition to ensuring the quality of service, Lianjia also has a very big advantage: wide coverage and real data.

Key data reflecting the market heat and cold, such as transaction volume, bargaining space, and listing volume, often conflict in the standards of different institutions. The result is that after falling into the "chaos" of data, real data is becoming more and more valuable, which is also the main reason why more and more people begin to make judgments based on Lianjia's data.

Lianjia's data accumulation started from the promotion of "real housing sources" about ten years ago, and it has been continuously accumulated. Up to now, Lianjia has multi-dimensional data in the real estate markets of major cities such as Beijing, and the most valuable thing is that these data are real.

Today, the value of these data is being reexamined.

For example, Lianjia is considering how to use this huge data system to assist homeowners in making decisions on selling houses and pricing. Because the chaotic data of transaction volume, listing volume, price, and bargaining rate in the market will cause homeowners to fall into pricing and decision-making anxiety, and they are easily misled by messy data and market sentiment.

Beijing Lianjia keenly perceives the psychological and needs changes of homeowners, and in the service commitment to homeowners, it puts forward a "Viewing Feedback, Overdue Compensation of Hundred": After the broker shows the house, the broker needs to give the homeowner feedback on the viewing situation within 48 hours. If the feedback is not timely, we will give the customer relevant compensation.

At the same time, brokers are also required to actively provide more market information, such as changes in market policies, other surrounding needs of customers, etc., so that homeowners can obtain more information in a timely manner, so as to better decide when to sell their houses and how to set a reasonable price.

"The market expectation includes two aspects. Simply put, it is at what price and at what time my house is sold. Homeowners urgently want to know the distance between their house and the market transaction." Yang Jiexia, the person in charge of the Quality Service Center of Beijing Lianjia, said that under the support of the company's data system, Beijing Lianjia will focus on improving the quality of feedback to homeowners. Now some excellent brokers have begun to provide homeowners with the customer profile of house viewers, the demands of customers, etc., to increase the accuracy of matching.

Behind the more worry-free transactions provided by Beijing Lianjia, the real estate market is becoming more and more complex. Urban and regional differentiation, prominent individualized needs, and an increasing proportion of consecutive transactions have led to the market's need for more professional and systematic services. This is also the objective reason why Beijing Lianjia is constantly adding services and always able to promote the development of the brokerage industry.

Behind the "Addition", Lianjia Really "Dares to Compensate"

Lianjia is a company with a relatively advanced concept in the entire industry, and it has always dared to "self-diagnose".

In 2004, Beijing Lianjia was the first in the industry to propose "No Price Difference". In 2011, it was the first in the entire industry to launch "Real Housing Sources". In 2024, it upgraded the reassuring service commitment such as "Leakage Warranty and Compensation". In November this year, it began to launch a reassuring service commitment for the seller side, covering the standardized quality service to both the customer and the homeowner.

With the addition of the four items of the homeowner service commitment this time: "Viewing Feedback, Overdue Compensation of Hundred", "Listing Withdrawn without Permission, Compensation of Hundred", "Dedicated Maintenance, Change if Unsatisfied", and "Rent for Exchange, Commission-Free", the service commitment of Beijing Lianjia has been upgraded to thirteen items.

In the terms of the thirteen service commitments, most of them contain the promise of "compensation". This is another special feature of Lianjia.

I remember the person in charge of Lianjia said: Only by daring to compensate can customers believe that you really have the determination to improve the service. Only by really compensating can you force yourself to have the motivation to continuously improve the service.

A data is enough to prove that Beijing Lianjia "Dares to Compensate": As of the end of November 2024, Beijing Lianjia has accumulated a total of 1.377 billion yuan in refunds and advances, ensuring the safety and experience of 31,126 real estate transactions.

"I hope that because of the existence of Lianjia, it can bring a little bit of difference to the consumers, brokers, industry and society in this city of Beijing." Hao Yufeng, Vice President of Beike Group and General Manager of Beijing Lianjia, said that Beijing Lianjia will continue to explore the upper limit of quality service and innovate more products and services that meet the expectations of consumers.

The market needs a better Lianjia, and Lianjia can promote the market service to become better.