industry were the words “the consequences of blind expansion is earned blocks,得也快loss. Of the three-tier market is not a correct understanding of speculative been strong, and accompanying high-risk. “- Pan-City Yuan Wei, deputy general manager of video network

” real estate intermediary’s greatest resource is not the shop, but the news service. “- Shenzhen Midland Director of Public Works shops江少杰

” diversified development model is feasible, through engaging in a variety of assessment or investment properties to increase the profits of enterprises, but not Every enterprise appropriate. “- Pan-City Yuan Wei, deputy general manager of video network

” a company to operate the most important thing is word of mouth. Does not depend on advertising, but word-of-mouth customers and attendants. In addition to the owners, but also the banks, the Government’s identity, so that everyone is satisfied with the successful enterprises. “- general manager of Shenzhen Centaline Property李耀智

” collapse of the company, more often than not starve to death but the撑死! “When the创辉heard afterwards, an industry analysis to reporters, leading to excessive expansion real estate brokerage intermediary the root causes of sudden death. The main performance of the following symptoms.

symptoms One: The Mystery of embezzlement

创辉from the 2002 establishment of the first stores beginning in 2004 to enter the high-speed development period, 2005 to 120 the number of stores in Shenzhen to become the largest real estate one of the first to enter the 2006 Open and 3000 stores listed on the idea of the composition of the same year in July to创辉rental company, in mid-2007, Shenzhen total Department was once open to the 700 to 800 stores. Into the second half of 2007 in Shanghai, a short span of two months in Shanghai opened 250 stores.

industry, told reporters, in fact, the biggest intermediary companies猫腻hidden in an intermediary to set up their own security companies, security is an intermediary to facilitate bank loans to the “floor ransom payment” and established Because of the complicated aspects of the transaction, these “foreclosure floor gold” will remain in the Guarantee Corporation 1 week or even more than a month, an amount of 50 million to more than 100 million, and when dozens of cases of “ransom payments Floor & rdquo ; are kept in a security company, security companies have become the storage of several hundred million dollars or even more than ten billion “little treasuries,” often become the intermediary liquidity “sources.”

control in this situation, the Central Plains, Midland, the Pan-City and other intermediary brokerage firm executives have admitted that the industry “shuffle movement” has already. In fact, real estate brokers intermediary “shuffle movement” as an intermediary brokerage industry has sounded the alarm. “Without the fall of the industry, only fall enterprises. “United World Chinese Commercial real estate梁文华Managing Director pointed out that the problem is often out of their own enterprises. So whether it will repeat itself in 1997 in Shenzhen after the financial turmoil in Hong Kong Real Estate Agents enterprises, Ebb Tide, after a left only a few “gold” Enterprise? Real estate intermediary business model, staff training, supervision and control of funds are worth to reflect on the issue.

symptoms two: the rapid expansion

2007 years 5,6 months, is the most booming real estate market in Shenzhen, the bull market, intermediaries on the news隔三岔五new Shop 10, 20 … … the most exaggerated when the 100 meters Commercial Street communities have more than 20 stores intermediary, squeezed in between every corner.

City rental network, deputy general manager of the Pan-Yuan Wei said, “the consequences of blind expansion is earned blocks,得也快loss. Of the three-tier market is not a correct understanding of speculative been strong, and accompanying high-risk. “

” If everywhere, while the professional can not keep going, there is no steady development. “Shenzhen, general manager of Centaline Property李耀智analysis, expanding too fast without taking into account the cost of enterprises will be reduced ability to resist risks.

李耀智believe that enterprises also need to increase the sensitivity of changes in the market, profits and cash flow put the interests of relations, or focus on diversified investment management, are considered need to examine these issues in advance if there is no detailed deployment, blind expansion could easily lead to failure.

Shenzhen Midland Director of Public Works shops江少杰that “real estate intermediary’s greatest resource is not the shop, but the news service. “

market intermediary brokers, agents, these three markets are part of group services, SEIREN more focus on the secondary market agents, DTZ Debenham Tie Leung are based on land assessment, evaluation of the main housing, Shenzhen Centaline Property, said in 2008 to focus more on the two agents, the main source of profit for these companies not only have to rely on a three-tier market.

“diversified development model is feasible, through engaging in a variety of assessment or investment properties to increase the profits of enterprises, but it is not appropriate for every enterprise. “pan-city rental network Yuan Wei, deputy general manager said,” operators are required in these areas are all familiar with the market, be good at operating the business. In the absence of adequate grasp, the focus on the three-tier brokerage firm market intermediaries should not be blind to increase corporate services. “

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three symptoms: lack of supervision

intermediary industry in a series of explosion at the time of the scandal, all the focus is concentrated in the real estate brokerage intermediary financial regulatory areas. supervision and control of funds is often a hidden danger is the public do not trust the source of an intermediary.

“it is best not to take over the transaction intermediary money! “pan-city rental network Yuan Wei, deputy general manager came up with proposals which both parties advocated the establishment of an independent bank account, third-party agencies trusteeship (in addition to an intermediary) or the two sides to handle the transaction, such funds can not only guarantee security, but also reduce the intermediary brokerage firm’s responsibility. It is understood that the two sides as a result of the transaction in the event of default, intermediary brokerage firms need to spend more manpower and resources to submit payment of arbitration, both sides if the transaction does not require an intermediary to do business hosting, then for both sides is the most good.

an interview with reporters in the process, the Central Plains, Midland also made a similar statement. formal intermediary real estate brokerage firm to provide supervision and control of funds only to improve services to facilitate trade both sides have completed the transaction emergence of third-party custodian, but appeared to escape money, real estate agents, corporate executives money to escape after the incident has highlighted the dangers of such services, regulatory services such funds also seemed not suitable for the unfit.

“1 month Shenzhen HS require the use of the new contract, has not use an intermediary account.” Yuan Wei stressed: “It must not be used.” in transit after the incident, the banks have been trading the two sides the creation of a new mortgage services, consumer payment transactions can be kept in bank accounts, to maximize the protection of their own interests.

symptoms four: talent bottleneck

“There are funds but can not find suitable talent, is not suitable for rapid expansion. Some people can have Shop in order to expand and attract talented people into the training needs of non-stop in order to adapt to market development.” Yuen Kwok-wai said that the If a company’s management model and system problems, it is very difficult to retain qualified personnel. The mentality of senior personnel are needed to protect the company, to provide a good development platform.

agent is a second-hand very challenging task, practitioners need to have a very strong response to the pressure of the spirit, but often a lot of job-seekers into the broker in this business, will adhere to the proportion of stay only be maintained at around 30 percent, mostly because of the industry competitive pressures have been eliminated or transferred to other companies jumped. it is because of this, practitioners in the industry turnover rate is very high, more difficult to retain high-level talent.

According to one industry source, 2007 the second half of the intermediary brokers have been employed during the peak from the 30,000 now reduced to only 2 million people. some of the rapid expansion of intermediary companies that recruit that the posts will largely caused by the difficulty of enterprise management.

李耀智respect, the current second-hand housing broker intermediary industry demand for more and more, despite the talent market, the number of job seekers are more, but choice of job-seekers is very limited, it is difficult with the pace of market expansion three-tier coordination. industry optimistic about the prospect of the industry response

King of the small South American joint property Xia told reporters that the recent large number of real estate enterprises the closing down or shrink, although it will affect consumers the impression that the industry, but consumers in general support of the brand or will soon eliminate the concerns, but the rest of the floor can be apportioned to the market more “cake” .

“In fact, under the macro-control, intermediary brokerage business to adjust for the industry as a whole is a good opportunity for a lifetime, industries will be forced to push the norms, a clear way forward, expanding too fast is not conducive to the company’s healthy development. In fact, step by step is the golden rule of business development. “pan-city rental network Yuan Wei, deputy general manager, said the three-tier real estate market determines the rules of the game of speculation in the industry with greater ambitions larger companies hope that the short earned the fastest time to make the most of their company overdraft the future development of space, when changes in the market capital of a broken chain, will not be able to support the.

who preferred to remain anonymous, said the industry, real estate intermediary business series of accidents, mostly because the chain expanded too fast and the shortage of funds, and they diverted the money to expand its own security company to open floor section of the ransom, when the east wall of the Western Wall can not fill the time, it is the incurable point. In fact, from a security company misappropriated ransom floor section at the moment, these real estate intermediary companies are moving toward a road of no return.

Midland Realty Works Director江少杰shops, said, “are not familiar with this market, business is good at the time wanted to share, compare radical, in fact, the rules of the game in this industry is appropriate for ‘conservative’ strategies, operating a good business, this is the most important. In this round of adjustment, can Support from the business will be recognized by the public, this is the way to win. “

general manager of Shenzhen Centaline Property李耀智that:” a company to operate the most important thing is word of mouth, not on advertising, but the word-of-mouth customers and staff. In addition to the owners, but also the banks, the Government’s identity, so that everyone is satisfied with the successful enterprise. “for the industry’s future,李耀智that in 2007 the turnover of 5,6 on the peak monthly turnover 12,000, but now only 3000, fell into a 56. is expected to rebound in 2008 can only be reached in 5000-6000. However, in China’s economy to the good at the time of the general trend is still optimistic about the intermediary the development of the industry.

but one industry believes that the intermediary companies should prepare at least one year of adequate funding support through this stage. The adjustment is not biting teeth in the past few months, we must do a good job psychologically prepared for the long-term operations.

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Chinese version:总结行业四病症 是什么击倒了这些“中介巨人”

业内人语“盲目扩张的后果是赚得块，亏得也快。对三级市场有不正确的认识，投机性过强，相伴而来的是高风险。”—— 泛城租售网副总经理袁国伟

“地产中介{zd0}的资源不在于店铺，而在于消息服务。”——深圳美联物业工商铺总监江少杰

“多元化的发展模式是可行的，通过从事多种评估或者投资物业来增加企业的利润，但并不是每个企业都适宜。”——泛城租售网副总经理袁国伟

“一个公司经营最重要的是口碑。不是靠广告宣传，而是客户和服务员的口碑。除了业主外，还要得到银行、政府的认同，令到大家都满意才是成功企业。”——深圳中原地产总经理李耀智

“公司的倒闭往往不是饿死而是撑死的！”当听闻创辉出事后，一位业内人士向记者分析，扩张过快是导致地产中介经纪猝死的根本原因。 主要表现有如下症状。

症状一：挪用之谜

创辉从2002年成立{dy}间分店开始，2004年进入高速的发展期，2005年以120家门店的数量成为深圳市规模{zd0}的房地产中介之一，进入2006年首度提出开3000家门店并上市的构想，同年7月改组成创辉租售集团公司，2007年中旬，深圳总部曾一度开到了700～800家门店。2007年下半年进军上海，短短两个月就在上海开出250家门店。

业内人士告诉记者，其实中介公司{zd0}的猫腻藏在中介自身设立的担保公司中，担保公司是中介为方便向银行xx的 “赎楼金”而设立的，由于交易环节的繁琐，这些“赎楼金”会停留在担保公司1周甚至一个多月，一宗金额就有50万～100多万元，而当几十宗“赎楼金”都存于担保公司时，担保公司就成为了储存几亿元甚至十几亿元的 “小金库”，往往成为中介资金周转的“来源”。

在这场调控风云中，中原、美联、泛城等中介经纪公司高层都承认行业“洗牌运动”已经在进行中了。事实上，地产中介经纪的“洗牌运动”已经为中介经纪行业敲响了警钟。“没有倒下去的行业，只有倒下去的企业。”世华地产董事总经理梁文华指出，问题往往出于企业的本身。那么深圳是否会重演1997香港金融风暴后的地产中介企业，经过一轮大浪淘沙后只剩下几间 “xx”企业？地产中介企业的经营模式、人员培训、资金监管的问题都值得反思。

症状二：快速扩张

2007年5、6月，是深圳房地产市场最红火的牛市，隔三岔五地就传出中介新开铺10间、20间……最夸张的时候100米的社区商业街就有20多家中介门店，挤在各个角落间。

泛城租售网副总经理袁国伟表示，“盲目扩张的后果是赚得块，亏得也快。对三级市场有不正确的认识，投机性过强，相伴而来的是高风险。”

“如果遍地开花，而专业性跟不上去，是没有稳步发展的。”深圳中原地产总经理李耀智分析，扩张过快而没有考虑成本，会降低企业的抗风险能力。

李耀智认为，企业的经营还需要提高对市场转变的触觉，摆正利润和现金流的利益关系，分散投资还是专注经营，都是需要深思考量的，这些问题事先如果没有详细部署，盲目扩张很容易导致失败。

深圳美联物业工商铺总监江少杰则认为，“地产中介{zd0}的资源不在于店铺，而在于消息服务。”

市场上的中介经纪公司、代理行，三级市场服务都是这些集团公司其中一部分服务项目，世联更多的专注于二级市场代理，戴德梁行则是以土地评估、房屋评估为主，深圳中原地产则表示2008年更专注于二级代理，这些企业主要盈利来源也不仅仅依靠一个三级市场。

“多元化的发展模式是可行的，通过从事多种评估或者投资物业来增加企业的利润，但并不是每个企业都适宜。”泛城租售网副总经理袁国伟表示，“经营者必须都熟悉这些方面的市场，善于操作这些业务。在没有足够的把握下，专注于三级市场的中介经纪公司不宜盲目增加公司服务项目。”

症状三：监管缺位

在中介行业连连爆出丑闻之时，所有焦点都集中在了地产中介经纪的资金监管环节上。资金监管的隐患往往是市民对中介不信任的来源。

“{zh0}是中介不能接手交易资金！”泛城租售网副总经理袁国伟提出了建议，主张交易双方设立独立银行账户、第三方机构托管（除中介）或者是交易双方自己处理，这样不仅可以保证资金安全，同时也减轻中介经纪公司的责任。据了解，由于交易双方出现违约情况，中介经纪公司要花费更多的人力物力提交款项进行仲裁，如果交易双方不要求中介企业来做托管，那么对于双方来说都是{zh0}的。

在记者采访过程中，中原、美联也做出了类似的表态。正规的地产中介经纪公司为客户提供资金监管只是为了完善服务，方便交易双方完成交易而出现的第三方托管，但是出现了地产经纪携款逃走、企业老总携款逃跑的事件后，已经突显了这种服务的隐患，这种资金监管服务也显得不适合不适宜了。

“1月份深圳房协要求使用的新版合同中，已经不可以用中介账号。”袁国伟强调：“是一定不可以用。”在中天事件后，银行已经为交易双方开设了新的按揭服务，消费者可以将交易款项存于银行账户，{zd0}化保障自己利益。

症状四：人才瓶颈

“有资金但是不能找到适合的人才，也是不适宜扩张过快的。有人才能再有铺，才能扩张，而且吸纳进来的人才需要不停的培训，才能适应市场的发展。”袁国伟表示，如果一个公司的管理模式和制度有问题，是很难留住人才的。高级人才的心态是需要有保障的公司，能提供一个良好的发展平台。

二手经纪人是一个相当有挑战性的工作，从业者需要有很强的应对压力的精神，可是往往很多求职者在涉足经纪人这一行当后，能坚持留下来的比例仅仅维持在30％左右，大多迫于行业的竞争压力而被淘汰或转跳其他公司。也因为如此，从业者在行业内的流动率非常高，比较难留住高级人才。

据一位业内人士透露，2007年下半年中介经纪从业人员已经从{zg}峰期的3万人减少到现在只有2万人左右。一些急速扩张的中介公司人员即招即上岗，很大程度上会造成企业管理难度。

李耀智直言，当前二手房中介行业对经纪人的需求量越来越大，尽管人才市场上的求职者数量比较多，但可供选择的求职者却十分有限，难以与三级市场扩张的步伐相协调。行业反应看好行业前景

景田南美联物业的小夏告诉记者，最近大量的房地产中介企业倒闭或者收缩，虽然会影响消费者对行业的印象，但是总的来说消费者在品牌的支撑下还是很快会xx顾虑，反而剩下的地铺能分摊到市场更多的“蛋糕”。

“其实在宏观调控下，中介经纪企业的调整对于整个行业来说是千载难逢的好机会，行业将会被推向规范，清晰路向，膨胀过快不利于公司的健康发展。其实按部就班是企业发展的金科玉律。”泛城租售网副总经理袁国伟表示，房地产三级市场的游戏规则决定了这个行业的投机性较大，较大野心的公司就希望短时间内赚最快赚最多，透支自己公司的未来发展空间，当市场变化资金链一断，就无法支撑了。

一位不愿意透露姓名的业内人士表示，地产中介企业接连出事，大都是因为扩充过快而资金链短缺，而他们扩充的钱是挪用了自己开设的担保公司的赎楼款，当东墙无法补西墙的时候，也就到了无药可救的地步。其实从挪用担保公司赎楼款的那一刻开始，这些地产中介企业都走向了不归路。

美联物业工商铺总监江少杰则表示，“对于不熟悉这个市场的，在市道好的时候都想来分一杯羹，比较急进，其实这个行业的游戏规则是适宜‘保守’战略，经营好业务，这才是最主要的。在这轮调整后，能支撑下来的企业都会得到市民的认同，这才是制胜之道。”

深圳中原地产总经理李耀智认为：“一个公司经营最重要的是口碑，不是靠广告宣传，而是客户和服务员的口碑。除了业主外，还要得到银行、政府的认同，令到大家都满意才是成功企业。”对于行业未来，李耀智认为在2007年5、6月的成交高峰期，每月成交量有1．2万宗，但是如今只有3000宗，跌了五六成。预计2008年回暖也只能达到5000－6000宗。但是在中国经济大势向好之时，依然看好中介行业的发展。

但一位业内人士认为，中介企业至少要准备足一年的资金支撑度过这个阶段。这次调整不是几个月咬咬牙就过去的，要做好长期作战的心理准备。

2008-01-31