Real Estate Theory Article 233 Original
In 2021, the shell system has been storming in many cities.
Expanding market share is the primary goal.
Online, shell advertisements are everywhere, and various variety shows have shells.
Offline, the operation personnel of Shell Frontline, whether it is BD (store expansion personnel) or CA (operation personnel), are constantly shuffling the non-shell intermediary stores offline.
On the other hand, the turmoil of traditional intermediary companies continues.
Many traditional intermediaries, from brokers to store managers, are a bit shaken.
You don't know where the road is?
Many intermediary companies are currently frustrated in terms of customer sources and listings, and the previous methods are not good.
We've realized that joining the platform in 2021 is a trend.
After all, it is difficult to go it alone and it is difficult to eat enough in the current market.
Finding the right platform for yourself has become something that many intermediary bosses are thinking about.
Of course, if there is an intermediary boss who has in-depth intensive cultivation in his own sector, he can choose not to join any platform and do small and fine companies, which is the most ideal state for intermediary bosses.
Most intermediary bosses, under the distress of the market and the guidance of shell market personnel, began to have the idea of joining shells.
Should shells be added?
Which brand of Shell to add?
What is the difference between Deyou, Sumitomo, Nuojia, Home, and Fangliu, which are the KA brands under shells?
Can I adapt after adding shells? Will he be kidnapped?
……
I believe that the intermediary boss will have a lot of questions and hesitations.
During this time, Lao Mi deeply understands the Beilian brand, and today through three questions, I will share my views with you.
<h1 class="pgc-h-arrow-right" data-track="22" >. Can joining Shell change the status quo? </h1>
Answer: Not sure!
Playing iron also needs to be hard.
Shell's logical thinking is completely different from that of traditional intermediaries.
The advantages of shells are threefold:
1. Internal systems
The A+ system is based on the practice and iteration of the chain home for more than ten years, and has reached a concise and efficient degree.
In particular, the operation of data has allowed many brokers to have operational logic, so that store managers have management data and grippers.
However, the A+ system requires a certain amount of time to adapt to be able to play a big role.
If you want to join the intermediary company of Beilian, whether you can use this system is also a question. Especially for some older brokers, it is difficult to re-adapt to the operation of the system.
The thoughts and homework habits of these "old people" will also affect the choices of intermediary bosses.
Intermediary stores that can accept the shell ACN rules and use the ACN rules well will definitely benefit.
If you accept a team with average ability, don't try it easily, and the change in the operating model is not something that every company can use well.
2. There is traffic
The new store that joins Shell has a certain amount of traffic support in the early stage, but after helping you through the integration period, the later work still depends on the operation of the store.
The logic of traffic is that your business actions contribute to the platform, and the platform will distribute the corresponding traffic to you.
But the amount of traffic still depends on the individual and the business circle.
If you already have many Beilian stores in your business district, then there are not many actions you can do, and the traffic is naturally not so easy to get.
3. There are resources, and it is a real listing
Some people will say that non-Bay Union intermediaries also have a lot of resources.
Yes, but these resources are not open and shared.
Some intermediary companies have dozens of stores, but everyone does not understand each other, hidden, and there is no difference between no resources.
Resources between Bay Unions are collaborative.
Cooperation means the division of interests, and it is normal not to accept this model.
The disadvantages of joining Shell
1. From open operations to operations under rules, whether you can accept the strong control mode
Many stores that have joined the shell system cannot accept the restrictions of various rules, resulting in brokers being blocked and stores being delisted, which is no secret.
This model is helpful for performance, and it is not necessarily more open to the growth and thinking of brokers than non-shell systems.
2. The responsibility of the shop owner is increased
The store owner of the Beilian store is not only responsible for the profit and loss of the store, but also responsible for the training and supervision of the system operation, as well as the trivial work such as recruitment training.
Although Shell has a CA (regional manager), the CA is responsible for more than a dozen stores, and it is difficult to support a store alone.
If the shop owner is strong and has a commander-in-chief mentality, he can quickly adapt to this management model.
If the shop owner comes from a large chain intermediary company, it is more difficult.
Because large companies have a perfect logistics system, shop owners do not need to worry about logistics.
However, to jump out and do franchise, we must consider the problem of role change and thinking change.
Without strong determination, the subsequent integration period will be painful.
3. Internal competition intensified, and Beilian began to roll internally
Believe it or not, the competition between Beilian stores is intensifying now, and the internal competition is also fierce.
This is the scene that the shell platform hopes to see, anyway, no matter who trades, as long as it is under the umbrella of Shell, the platform has gains.
And competition can be the survival of the fittest, helping the platform to eliminate those teams with weak combat effectiveness.
<h1 class="pgc-h-arrow-right" data-track="22" > second, the difference between Deyou and other franchised brands</h1>
Deyou is Shell's own franchise brand.
All of Deyou's stores are independent company stores that have joined in one by one, similar to the big alliance model, and the stores are independent of each other.
The store manager is also the owner.
However, deyou's store owner is called the business circle manager within the shell system, and shell has a special operation staff to manage it.
The management fee is a little higher than that of other KA brands.
Other Baylian brands are independent companies, but have simply joined the Shell ACN Alliance.
Simply put, when a company with a large scale joins Beilian, it is to join in the name of the company and retain its own brand, but it must follow the ACN rules and accept the unified operation and management of Shell CA.
KA brands generally have their own relatively mature management system, which can help franchisees quickly adapt to the shell model and provide early financial support.
Join Deyou, or join the KA brand?
The owner of the shareholding intermediary has a strong strength in himself, and it is recommended to join Deyou and operate and manage it himself.
If the intermediary boss's own logistics management energy and ability are limited and not enough to support himself alone, then join some KA brands, you can get the corresponding support, but also pay a certain management fee for the KA brand.
<h1 class="pgc-h-arrow-right" data-track="22" >3. </h1>
The real estate agency industry has entered a golden period, and many external investors are eager to try.
Especially after the listing of shells, everyone has realized that this industry is profitable, and they are aware of the opportunities in the stock housing market.
Therefore, the development of the industry will get better and better, but the competition will become more and more fierce.
Adding shells is not the only way out. You can also do butler agency services (buyer agent), you can hug developers (caravan treasure), you can cooperate with e-commerce giants (Jingdong Good House Beijing Selection, Tmall Good House)...
There is more than one track. And every track has the opportunity to develop, depending on how to choose.
However, at present, the entire real estate intermediary market, the flow of shells and the economy of scale are still developing rapidly.
As for how long it can last, we have to watch while doing it.
In short, whether or not to join the shell, it all depends on personal choice, depends on their own situation, there is no absolutely excellent business model, and there is no useless business model.
At the end of the day, joining Shell is nothing more than getting an internal management tool, a customer acquisition tool, and a possibility of development.
The choice outweighs the effort.
Firm faith is a kind of courage,
Choosing the right way out is a kind of luck.