Everyone has “long-term optimism” about the Beijing property market.
The janitorial uncle put up a one-man high broom, the cleaning aunt’s work clothes are neat and tidy, the red brick tiles on the ground can’t see a single stain, all this is inexplicably somehow familiar. Yes, this is the modern community common in domestic TV series.
The sharp-eyed Ayu see a push open the glass door of the unit building residents, immediately familiar twist to greet, “Sister Zhang, out again today na? “
Suddenly called the middle-aged woman looked confused, opened her mouth but finally did not say anything, politely nodded at him.
Ayu was never embarrassed. As housing agency boys – like courier boys, delivery boys, and any practitioner who needs to put on a uniform to provide standardized acts of service – are, for most people, professionals whose names are unknown and whose looks are blurred.
They are the capillaries that intersect and connect with each other under the veins of a huge city, and the assets that circulate through their hands are the most expensive commodities of this era.
But almost no one can call the little guys by their real names. Although, most of them can be easily found in the address book of every big city resident. In order to be at the top of the list and to be able to be found by customers the fastest, their WeChat names usually start with A. Today, this practice has been “inflated” by micro-businesses and insurance practitioners to The name “AAAAAAA+Name”.
Ayu, the 92-year-old brother, does not care to use such tricky practices to gain his position in the hearts of customers. Perhaps it is the company’s arrangement, his WeChat is a standardized template: the corners of the mouth curved friendly shirt professional photo as an avatar, with a simple “company @ name”, showing The company’s “high-end service” is different from other homes.
Unlike other eager, fast-paced, suit-clad agents who look at (rental) houses, Ayu, in linen gray casual clothes and spotless sneakers, walked into an upscale neighborhood near the Dawang Road subway station as if he were a king touring his territory. He even looked more at ease than some of the residents who live here temporarily.
Sister Zhang” is far away, Ayu pointed to the building in front of him and said that the average price here is more than 80,000, and the rent starts at 10,000.
This is the core area of Beijing CBD, is located in the iconic landmarks “big pants”, “China Zun” and “China Zun”. “China Zun” and “China World Trade Center III “…… This area of only 3.99 square kilometers of radiation has more than 10,000 foreign-funded enterprises, bringing together 238 Fortune 500 companies, 89 regional headquarters of multinational companies, and 70% of the city’s international financial institutions. As the capital’s “pot of gold”, it contributes more than half of Chaoyang District’s tax revenue.
The low-key residential areas around the lined-up high-rise buildings may be a better testimony to the top life than the buildings and wealth of the world: some people prefer to spend tens of thousands of dollars for an extra window to see the city; new financial tycoons prefer new buildings to good school districts; new mothers who suffered cheating during pregnancy throw millions of dollars to buy houses. “Venting” ……
Ayu, who joined the industry in 2017 and won two consecutive seasons as “sales champion”, witnessed all this. He says he has been in the business for five years and has experienced a cycle of fluctuating home prices.
Now, more than 70% of his clients are post-90s.
I. Difficult clients
Ayu said, now young people look at three points: one is certainly to be able to preserve the value, “now inflation is so strong, the appreciation is not expected, we need to preserve the value on the line”; second The second, will look at the property management and community environment, to live comfortably; third is the face value to be high. For example, the house type must be square, the orientation does not matter.
Young users are aesthetically uniform and have the ability to make their own judgments about the value of the house, which makes Ayu very satisfied. Because it reduces his time to prepare the listings, the transaction is also faster than before.
Recently, he has been showing most of his clients to women, and most of them are looking to “keep their premarital property”, so the decision is particularly fast. The house will be signed immediately.
The actual fact is that you can find a lot of people who are not able to get a good deal on a lot of things. Many are only daughter, buy a house is to let the girl married, quarrel also can have a place to go. “
In the past few years, Ayu has met many difficult customers. Difficult customers, of course, have their own difficult, but to sum up, the biggest reason is that the price of housing does not have sufficient judgment ability, with “absolute optimism”.
Ayu recently negotiated a single, met the owner is very stubborn. The price offered by the buyer’s client was already higher than the historical transaction price, and Ayu also sent him the price at the high point in 2017, but the owner just wouldn’t sell.
The house has been listed for three years. 2019, the owner first bid 7.2 million, a client offered to 7.15 million, which is a good price to negotiate, Ayu secretly happy, should be able to sign immediately. But when he saw that it was about to close, the owner went up to $7.3 million instead of dropping. This year, the house was listed at $7.5 million, and a client offered $7.4 million, so the owner repeated the trick and raised the price to $7.6 million.
Ayu really can’t help it, asked the owner of the big brother why he always change his mind, can sell the house of 10 million, just this 50,000 yuan? “Big brother said, will go up. Just three words: will go up. You encounter this, there is no way. “
It is not only the owner of the house in hand with this “optimism”, sometimes, the housing price downturn buyers, but also happy in The “bargaining” in the joy of saving money.
Once, a house offered 15 million, Ayu help customers to return to 14.5 million, but when both sides are sitting at the negotiating table, the customer suddenly feel that the other side to reduce the price so quickly, but their own “loss “, so the temporary change of mind, and then pressed the price of 500,000.
When this happens, Ayu can only breathe a long sigh of relief, secretly admonishing himself to calm down and to “uphold long-termism”. Since there is no way to predict which day the customer will suddenly want to sign, it can only be honest and good service to each potential customer.
For housing agents, a good service attitude is the most basic, and the key is to make customers have a sense of security that “only you understand me”. Some customers’ needs are hidden behind vague expressions, so being able to do a good job of “conversation analysis” is also a must for Ayu.
For example, they want “a feeling of endlessness”. Translated, it means that the window is unobstructed. It proves that the customer has a high demand for the view.
And more often than not, the reason for not signing the order has nothing to do with demand, but simply “no feeling”. Ayu has taken the longest client, four years to see the house, have not yet signed a single.
“Buying a house is not complicated, it’s not complicated, it’s simple. You go in and have to be able to feel that this is your house. That aunt may have never seen a house that she particularly liked, after all, sixteen or seventeen million things, you can’t buy it and not like it, right? “
Second, it is not easy to make money in the CBD
And the outside world’s view is different, Ayu said, selling houses in the CBD area does not earn more. “Different areas have different customer bases, but our income is not very different. “
One of Ayu’s colleagues who sells houses in Sihui signed two orders last month. Compared to the houses that are often tens of millions of dollars, the houses outside the fourth ring are marked a little smaller, but the sign-up rate is large because there is a lot of immediate need for tenants around. Ayu, who is active in China World Trade Center, opened an average of 6 single a year, while his counterparts outside the fourth ring may be able to reach about 27 sets, but the commissions add up to little difference.
When he first joined the industry, Ayu had guessed that this is a “half-year not open, open to eat half a year” of the business.
In 2017, he just joined the industry coincided with the heyday of real estate, the property market was so hot that he was caught off guard.
In June 2016, a one-bedroom apartment is still three or four million, wait until February or March 2017, it can be sold to more than 6 million. Ayu has witnessed the doubling of the property market. Like Ayu, young people who wanted to make hot money flocked to the industry, and manpower was so saturated that “1 property, 33 people are responsible for it. Today, that number has returned to single digits.
It was a thriving period. Ayu, who had just joined the industry, ran the market with his seniors, happy every day, thinking that the job was too easy, and could sign two or three orders a day. “Customers were not looking at the house, standing downstairs, looking up to point up, on this floor how many floors, what type of house, buy, on this look. “
At that time, the customers who came to buy houses madly more for investment, or rather, speculation. Also some just need customers realize that if you do not buy, I am afraid that you can never buy again. “Originally you budget just enough for two homes, after two days may only be enough for one home, a day a change in the kind of price. “
“In a word, at that time it was a good life with a house in your hand.”
Once, Ayu and a senior to talk about housing, the two sides will be about the same, the last step is to take the customer into the conference room and the owner to talk, the customer also does not require a price reduction, their own conditions are not bad, but just a moment to get out of the money, need a month and a half time money will be in place. As a result, the owner heard, on the spot up 500,000. “Also understandable, and then wait so long, who knows what else the price will rise into? “
But a year later, the boom faded.
The year 2018 is known as the “big year of regulation”, ” Under the keynote of “housing is not speculative”, more than 190 regulation policies were introduced nationwide, setting a new historical record. The Beijing property market “cold” also became the main color of that year.
Ayu recalls, originally a plate can be sold more than thirty, “property market calm” after only less than a single-digit turnover. No sales, no customers, agents can not earn a commission, they can only sign some rental orders, barely make ends meet.
Ayu’s company, the new talent has a base salary: college 6000, undergraduate 8000. 6 months after the newcomer period, each according to their abilities, rely on a single meal.
After 15 days of training, you are ready to store. The first step, run the plate. Before the store to familiarize themselves with the surrounding environment, banks, large supermarkets, around where to eat, where to sit and talk about things? How to go to where to go nearest? What is the price of the brand in the mall are like?
The company’s main goal is to provide the best possible service to its customers. In case customers talk, you have to be able to pick up the conversation. “Ayu lifted his feet sneakers, which were replaced only the year before last. “At that time also wear leather shoes, running my soles are worn thin, can transmit light. “
Change the traditional “suit + shirt + leather shoes” attire is a chance.
That time, the company a boss on a whim, want to go to the business line experience, followed by a day of running. When he returned, the leather shoes tightened around his swollen ankle, and it hurt when he hit the ground. “This is to know our suffering, it is all to change. “
If the hard work can be exchanged for the desired income, can also endure. But last year a year, Ayu sold nine houses, “and took more than 200,000. “He did not think it was worth it. Less than thirty years old, before going home for New Year’s Eve, you have to purposely go to dye your hair black, for fear that your parents are worried. But still reveal the fishy: “New Year’s hanging around the house, wearing old pajamas, my mother suddenly called me, saying how the clothes look so big, loose and saggy. Why? Tired and thin. “
For Ayu, physical strength is secondary, the main brain drain. To take into account the customer’s needs, budget, needs, preferences, and then and the head of the area map. When you have a customer, at least 10 projects to understand, if you happen to meet a small white customers, their own wants are also very broad, you may have to understand 30 projects.
Ayu has contacted 150 clients since he started his career. Many clients are not qualified to buy a house, but just want to see a house. The agents who uphold “long-termism” can not be slow, so they have to take them to see every day.
The invalid viewings were not the biggest headache. For Ayu, the most aggravating thing is that many clients are naturally wary of agents and prefer to ask non-professional relatives and friends, and then turn around and blame themselves after missing the best time to buy a house.
Last November, Ayu persuaded customers to start early, “Now is the best time to buy this house, another year or two, definitely not the price. “
At that time, affected by the epidemic, the price of housing took a big dive. Two years ago, Ayu sold a deal set to 11.5 million, the same neighborhood with the same house type, only 9.2 million dollars last year. But because of the customer’s distrust, missed the trough in housing prices. Waiting to ask again, the owner has long sold out.
“A lot of people say that our housing agents do not move to stir up, ‘big price reduction,’ ‘If you don’t get started again, you’ll miss it’ are scaring customers, in fact, no, we will all look at the cycle. “
Ayu said, five years in the industry, they just experienced a fluctuation in the price of the ups and downs, “equivalent to experience a cycle. “
In 2008, affected by the Asian financial crisis, economic depression, “but housing prices at that time is relatively low, but many people will still think again down. As a result, the back has been rising like crazy. “Until 2012, prices began to be more stable. the second half of 2016 slowly normal, 2017 crazy rise, and after another year, 18 years again cold.
And the hot market of “Golden Nine and Silver Ten” in 2020 seems to confirm Ayu’s “reincarnation”. And uphold the “optimism” of the owners of the same customers, Ayu from the bottom of his heart also believe in the three words: will rise.
“You have to say that Beijing said it wants to reduce the price, the effort. To be honest, everyone knows that. This is the relationship between flour and bread, flour is expensive, bread can be cheaper? “
In 2020, the “Golden Nine Silver Ten” Beijing has a total turnover of 40,000 residential units, which is second only to the Golden Nine Silver Ten of 2016 in the past six years, and is also the highest temperature in four years of regulation The volume of transactions rose 50% year-on-year.
Ayu also felt the wave of high tide before the year: “up too fierce, the most exaggerated what the situation? Customers are crying after signing the single. “
Ayu about customers and owners conference room chat, the owners bite the bullet, not a penny down, after signing the contract, the customer immediately cried out in the conference room, a million aggression: “I’m too difficult, I bought a house in Beijing I’m too difficult. “
This is a 40-year-old mother, the middle of last year, the work changed to Guomao, want to sell the house in Haidian in the CBD to buy a set, and from two to three bedroom replacement. At that time by the epidemic, the whole market is very depressed, the agent also advised her to drop again and again, but also asked to send furniture, “stumbled” sold out.
Buying a house is also a cyclical transaction, Haidian sold the house dragged for four months, not yet transferred, just near the end of the year, the Beijing market volume became larger, began to slowly transform into a seller’s market. Ayu said that this sister originally house can sell higher price, but did not sell. “Sell at a loss, buy at an even greater loss. “
“Do not look at them to buy is eight or nine million, tens of millions of houses, but the same, are quite heartbreaking. Some customers buy a house is really the whole family to help, not just mom and dad, is all the relatives on both sides of the family to help you. Why not buy a cheaper one that is within your means? Chinese people buy a house, it is impossible to consider only the problem of self-occupation, and definitely want to choose a more secure value. Not to say that you expect it to go up, but at least to keep it from going down. “
Third, the young people are coming
Ayu with the customers, single people buy houses more, and most of them are girls. Girls buy a house for themselves is generally a one-bedroom. Boys at least two-bedroom, the future to consider marriage and children, most of them buy three, a one-time in place.
Ayu met the youngest customer is a 24-year-old girl, back from studying abroad, her parents bought a house of more than 10 million. Ayu said that the post-90s home buyers, basically, are the family to pay. “But usually buy small homes. Like some larger area, more than 30 million customers, most of them are men from the 50s and 60s. Buy the proportion of self-occupied will be smaller, then, as for who to live, do not know oh, words can only be said here. “
Back to the 90s. Family conditions are better girls, buy a house of seventeen or eighteen million when the “bottom” of the dowry. Ayu think, the house conditions are better, the choice of spouse standards will also be a little higher. “For example, my daughter has 17 or 18 million houses, if you do not have 20 million houses, you dare to come to me? “
According to Ayu, there are no “north-south” houses in this part of the country, in the eyes of the new generation of young buyers, this traditional element of home purchase is no longer a decisive factor. The north-facing houses are sold more expensive than south-facing, “because the view is too good, look out of the window is the bustling city, the sun is almost a little worse. “The people who can buy houses in this area, almost all have the experience of studying abroad, they lived abroad when they were young apartment also do not care about “feng shui “, “orientation”. In contrast, the view is more important.
The new developments that focus on “technology” have been created because they are interested in the living experience and the convenience of life: an app can control everything, switch on and off the air conditioner, watch TV, leave home/meeting. Watch TV, leave home / meeting mode, a key to call the elevator. Ayu found that young home buyers care more about the “value” and “value” of the house than “families with children” who value school district houses. “value” and “old and new The “newer” homes are the best sellers after 2010.
The new one-bedroom houses near China World Trade Center are usually around 6 million, and most of those who come to buy houses are financial nouveau riche. The terms fund stock, private equity, P2P, bitcoin …… are also new to Ayu when he occasionally talks to clients. But he rarely inquired about the work of customers, “and lazy to talk to them about this, usually talk about what is good to eat in the neighborhood. “
Ayu said that he received the customers’ careers have little in common, “do anything”. Unlike that area of Haidian where there are more big Internet factories, there will be more customers who are new to the middle class. “The customer group there is particularly concerned about the education of the next generation, the requirements of the school district will be very high, the school district houses will be sold more expensive, particularly expensive, dead expensive. As long as the house linked to Zhongguancun are expensive, there is no cheap. “
But to buy houses in this part of the country trade, investment, replacement of more, would have been particularly rich, school district actually does not matter, “big deal to send children abroad in the future. “
Fourth, the relationship
“When you and he (customer) is not the same kind of circle, there is no need to die hard to squeeze in, after they may also humiliate you, it is better to find a suitable circle. “
Ayu very clear, even if they also wear four thousand gold bracelets, but still “and they are not a circle”.
In the past, Ayu like to buy a little something for customers on New Year’s Day, “to brush up the sense of presence”, but then stopped sending. “What you think is very good, in the eyes of others is just the same, there is no meaning. It’s better to keep it simple. You look up to me, we make friends, you look down on me and pull back. “
Ayu especially like the word long-termism. He said, adhere to their own part, when customers need advice to provide professional, thoughtful service, and ultimately help people “to buy a house to do a big deal”, can also be smooth The company has earned respect.
When the epidemic broke out last year, Ayu’s mother-in-law had a problem with her lungs, with symptoms suspected of neoconiosis, and could not find a hospital to receive her. In desperation, Ayu called a client for help, because he happened to know that the other party and the son of a people’s hospital director were friends.
Soon, a phone call was made and it was done. Ayu’s mother-in-law was directly hospitalized, and the client even settled the hospital bill. “For them, actually do not care how much this money is, but you certainly have to give people. “
For many home buyers, “buying a house” is not just a simple necessary step to buy a home, sometimes, behind this expensive consumption, contains more complex emotions The company’s main business is to provide a wide range of products and services. And the agent boy has become an important witness to the fragments of their lives.
Ayu’s most impressive client is a new mother in her early 30s, her child was just a month old when she came out to look for a house, saying that she was buying a house for investment purposes, and she made up her mind very quickly. From viewing to buying, it took almost a week to buy.
Later, the customer told Ayu that she found out her husband was cheating on her when she was pregnant, and the child was too old to be aborted, so she gave birth. Buy this house is equivalent to a kind of venting. “In fact, all the same, quite capricious, but also quite poor. “
Ayu’s greatest sense of professional achievement comes from “helping customers avoid the price peak. Last September, an old customer to Ayu introduced his relatives, just in time for the November holiday, Ayu took her to run every day, the whole seven days to see the right neighborhood all over again. After finally settling down, the price of that area began to rise.
In fact, data show that the average price of commercial residential transactions in Beijing rose 3% year-on-year in 2020, and 169,000 units of second-hand residential transactions were sold, up 16% year-on-year, with the transaction level and increase reaching a new high since 2017.
The house that the client settled on for $9.8 million is now being offered at over $11.5 million. It was a deal just before the crazy rise, which made Ayu feel “too exciting”. At the time of the closing, the client kept telling Ayu that it was a great time to buy this house, and that it was so lucky to have met you.
Ayu is also very conflicted. As an agent, they are happy to see prices rise, “Chinese people’s thinking is ‘buy up, not buy down’ well, up we can open. “
But he also hopes that prices can be more or less lower, “we also want to buy a house ah. “
Last year, Ayu bought a house in his hometown in Hebei, and he plans to buy in Yanjiao and Tianjin in the future. In fact, he likes Beijing, and does not want to leave the city that brought him insight and wealth growth. His plan is to buy a house of his own in Beijing after these houses are sold in the future. “How can you get on board all at once with this house-buying thing? ”
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