Among the most difficult people in 2021, there must be real estate people.
Among the real estate people, the most difficult person must be the real estate marketer.
The career of real estate marketers is like riding a roller coaster, sometimes rushing into the clouds, full of vitality, unlimited scenery; sometimes falling to the bottom, weightless state, and waiting for the next soaring sky.
And in 2021, this time the roller coaster fell into the bottom again, and the track was stuck, hovering at the bottom end, suddenly dazed, bringing panic to real estate marketers.
Real estate marketers only panic, in fact, there is still desperation.
Today, I suddenly saw the news that the marketing general manager of a housing enterprise had left, and on December 9, a real estate person named Zhang Huan left and died suddenly.
Although we don't know each other, as peers, as the same real estate marketer, seeing such news, we can't help but feel sad.
The suffering of real estate people is not only psychological.
As a real estate marketer, whether the market is market or not, everything is for performance, the project is the front line, the crime site is the position, and it is done day and night. Channels, sales, planning every point dare not fall.
Whether you are in Party A or Party B, performance is life, and performance is dignity.
Different marketers, drinking the same bitterness.
Marketers have carried many pots and pans, and they can't remember.
They will always be the ones who are controversial.
When the market is good, the company feels that its own products are bullish, and when the market is not good, a mouthful of the pot is thrown, and the marketer begins to pick up,
You can say that they are the people who feed the company and keep developing it, or you can say that they are the people who spend the most money and the most costs in the company.
But they've always used real money to make the numbers on the company's accounts grow.
In 2021, the suffering of marketers is even more fierce, because many people are basically facing unemployment.
This is not a matter of their ability, but under the big policy, the industry climate has changed, many real estate companies have no projects, and they dare not take land, even developers who were once keen to play high turnover are collectively dumbfounded.
Those who were once elites, now have no suitable projects to do, and are engaged in other different industries, with obvious gaps.
My friend Lao Zhang has always been a fashionable small middle-aged representative in my eyes, and his ability is bursting. He once managed 14 real estate projects in a coal industry energy city in the north, and was in charge of 14 real estate projects at the same time in a group company, with a well-known reputation and a well-known marketing general, high salary when changing money was spent, and commissions were soft.
With the transformation of the city, the company's industrial contraction, the tightening of national policies, the sudden change in the market wind, suddenly faced with no project to do, even if there are real estate companies that want to hire him, and face the market downturn, it is difficult to return to the state it used to be.
Now he has basically changed careers, opened several milk tea shops in the city where he once worked, he said that the business that was once impossible to do, now the critical period must also sink down to operate carefully, the income is naturally not comparable to the past.
I know that these can only be regarded as his current side hustles, but the environment is like this. Transformation, for real estate people, how easy.
Executives are still like this, there are a large number of marketers below, and life is naturally not good.
Since the beginning of this year, many real estate people have changed their careers in different channels, some have opened restaurants, some have opened driving agents, some have run online car-hailing, and some have even sent couriers, and various industries have real estate people.
This gap can only be experienced by real estate people themselves, and it is difficult for others to understand.
In the industry environment, even marketers who are in the top giants of the industry lack a sense of security in their lives.
With the explosion of Evergrande this year, so that real estate people have no sense of security, to know that Evergrande was once the top three, high turnover representatives, and now also faces serious debt.
There are complete eggs under the nest, and tens of thousands of real estate marketers below are afraid to live forever, and the brilliant moments that once fell in the high turnover period fell.
This year, we can sometimes see the news about the layoffs of real estate companies, those who were once the best in the industry, and now many people are facing the receipt of layoff notices, is it their ability to problem, obviously not, is the environment, the company's debt breaks the red line, the cost remains high, the project can not be profitable, only contraction.
Even the state-owned enterprise real estate, which was once the envy of everyone, has recently heard that it is facing layoffs, shrinking projects, and overstaffing, so are state-owned enterprises, and other private enterprises with tight capital flow are even more difficult.
The real estate marketers who do second-hand houses are also facing unprecedented difficulties, with the state's regulation of second-hand houses this year, many cities have issued guidance prices and directly cut the transaction volume.
Friends who do second-hand houses in Xi'an, last year also said that sales were good, this year I heard him say that he has transferred the store out, the introduction of the two guidance prices is like a snake seven inches, so that he can't carry it.
At the end of the year, seeing the streets that are often passed, in just a few hundred meters, there have been at least three second-hand housing stores for transfer.
The hardships of real estate marketers are not ordinary hardships, because they have been brilliant, so it is not so easy to change careers, whether it is mental or age.
They have thrown all their youth on the project, thrown in the various case fields, professional habits go deep into the blood, and in the face of various policy regulations, they have many people suddenly faced with no project to do, not only the sudden idleness and uncomfortable, but also the sharp reduction in income, and many people are facing the psychological panic that the money bag can only go in and out.
Not long ago, chatting with a peer friend, I said that the project was completed, people suddenly idle for a day is very boring, he said that people who do real estate marketing are mean, busy into dogs, the most hope is to take a good rest for a while, and really in the rest, and bored.
In fact, it may still be a panic about the industry environment! Without a sense of security, rest is a sin.
The industry is still regulating, the cold winter is far from over, this era does not have so much full sense of security, perhaps only in peace and danger can cope with various changes!
Although there are so many difficulties in this industry, I believe that real estate marketers will be able to adjust their mentality, get ready, start again, and find the glorious feeling of the past.
We have all experienced the glory and trough of the industry, and we have also experienced the bittersweet and bittersweet of marketing, and what else can not be experienced!