Steven Levitt, a young and famous crooked economist in the United States, revealed a fact from Liebherr's unique "devil" perspective in his book "Break Your Head": houses sold through professional real estate agents are often sold at low prices.
Of course, ordinary people need the help of real estate agents to sell their houses, because they are professional, because they are familiar with market conditions, and because they know how to "maximize the value of their houses". This asymmetry of professional ability and information is an important reason why you hire a real estate agent. For this reason, you are willing to pay him a commission according to the final transaction price of the house. The higher the price of your house, the higher the commission the broker gets. It looks fair and inspiring.
But the reality is that your broker's thoughts and mentality at this time are not exactly the same as yours: maybe your house will sell 3% ~ 5% more after ten days and a half of promotion, but what your broker is afraid of at this time is not the delay of time, but the "pry the bill" of other brokers who are eager for quick success first-in that case, he will get nothing-even you.
Therefore, your agent's preoccupation at this time is not to maximize the value of your house, but to get ahead of other intermediaries and facilitate the transaction as soon as possible; Then, what your broker is likely to do at this time is to use the asymmetry of information to explain bad news to you frequently and urge you to make a deal with the first seemingly reasonable offer; So, your house is actually sold at a low price.
Another thing Levitt didn't say was the double-headed charging mode of this intermediary-"eat home and take home", and collect trading commissions from buyers and sellers. This model design will inevitably induce the intermediary to adopt corresponding strategies to avoid disadvantages: to close the transaction as soon as possible, rather than to maximize the interests of one party.
Get rid of this phenomenon that "bad money drives out good money", there will be two profit models with different positioning-
Mode 5
Comprehensive housekeeper-"trustworthy"
The first way is: let the broker be your person and fully represent your interests.
For example, decorating a house is really a tiring thing: drawing design, material selection and construction supervision "the house is decorated well, but people have lost a layer of skin", which is a feeling that can often be heard; It is also a common complaint that houses that have spent a lot of money to decorate are in constant trouble after moving in.
In modern society, the division of labor is becoming more and more detailed, and there are more and more "professional people doing professional things". Such "experts" have become indispensable "screws" and "hinges" in the increasingly sophisticated social machine, and it is out of place to stay away from the modern network pluralistic society. Even if you have good understanding and strong learning ability, you are generally not as good as a professional decoration company after all; Moreover, the "painful lessons" of all kinds of knowledge and experience accumulated by spending money and effort to decorate are really a waste of life for you who are unhappy or decide to make a living.
The most effective and economical way is to entrust a professional company with full authority to act as your representative and take full responsibility for related matters. So there is the "project supervision" in the field of house decoration, just like the "full-time entrustment" in the field of house sale-the so-called "one-stop" and "one-stop" full-time butler model. Performing arts brokers, sales agents, housekeeping services, hotel management, private banks, and car 4S shops, the society has moved from scarcity to redundancy, the times have moved from heroes to experts, and the slogan of "butler service" has shocked the world.
When the available information becomes sufficient and the content of related services becomes complicated, it is easy to become the slogan of providing "personal service" and the strategy of "leaving the responsibility to us and keeping leisure for ourselves" and "making customers as lazy as possible" to improve customer stickiness.
In the "stereotyped writing" era when the resources of the Shanghai Stock Exchange are scarce, as long as you can buy stocks, you can make money, snap them up, and talk about rent-seeking relationship. It is a thrilling scene. Nowadays, thousands of stocks are dazzled by the red, green and green on the scrolling electronic screen, and fundamental analysis and technical judgment have become the professional ability of trading operations ... So, fund companies as "financial managers" are surging;
With the expansion of product market space, logistics begins to include more and more links and corresponding suppliers: trunk transportation, transit warehousing, short barge distribution, international freight forwarding, raw material supply, large package sorting, packaging processing, booking customs declaration, waybill management, route optimization, cargo tracking, return management and so on. Therefore, as a "fourth party logistics" supply chain management company has become a fashion.
Since it comes from clear positioning, accurate positioning naturally becomes the key to this model. For example, in enterprise financing, you can provide investment management services, collect management fees and share profits as a representative of investors; It can also be used as a representative of entrepreneurs to provide capital operation services and collect consulting fees and commissions. Defining the role of the representative, "eating at home and taking it home" is "moral hazard". To know who your parents are, the argument between Li Guoqing and Dharma girl is boring.
Since it comes from multiple choices, optimizing resource allocation naturally becomes the profit source of this model. Of course, you should strive for higher and more reasonable prices for your housekeeper's customers. Of course, you should try your best to protect the interests of your housekeeper's customers. Of course, you should rely on your professional ability to save a lot of costs on the basis of your housekeeper's customers. "Worthy of entrusting", although only four words, is the highest evaluation of the housekeeper model.
Mode 6
Power distribution platform-let what you are looking for come to you.
Let the distracted agent become a "housekeeper" that suits your interest-because it is your "exclusive", at this time your agent is no longer afraid of others "grabbing the runway" and can concentrate on treating your entrustment with a long-term mentality; Because you are "full-time", at this time, you can ask for the service quality and sales price of your broker, and your requirements and his interests can be tied together.
Theoretically.
However, often you just don't dare.
The reason is the asymmetry of information. Because at that time, there will be n brokers who claim that they have the ability and personality to be your only housekeeper, and you have no idea which major, which occupation and which one are "worthy of entrustment". As a result of giving up multiple choices, you have to face another almost identical multiple choice.
There is another problem: in fact, there will be n "you" who will be selected at the same time-many people want to buy a house and many people want to sell a house. You're not the only one. People who want to buy your house actually have many houses like yours to choose from. Just like stock trading, many people want to buy and many people want to sell. In fact, both sides have multiple choices, and both sides have huge amounts of information. This requires a mechanism to quickly match the closest trading conditions.
This mechanism is called "two-way auction"-both sides bid at the same time, "not afraid of not knowing the goods, but afraid to shop around." It is the stock exchange that provides this mechanism platform, and the profit model is the "distribution platform model". The key of this model is that it must be a completely independent third party, which only provides a platform for full communication and corresponding auxiliary services, so that buyers and sellers can freely pair transactions under the condition of complete information.
Primitive free trade market, modern online e-commerce, "switchboard" is actually everywhere; Many so-called new modes, such as "Red Star Macalline" selling furniture, "Metersbonwe Bang Wei Bang Wei" selling clothing, and even "Guijie" and "Big Times" catering, are actually power distribution platforms for both parties to fully communicate to facilitate transactions.
Since it is only an information platform to facilitate transactions, the authenticity of information and the integrity of buyers and sellers naturally become the basis of this model. Knowing this, Ma Yun's so-called "protecting the customer's supreme value and defending the principle of good faith" with the mission of "making the world have no difficult business" is not worth making a fuss about.
p://finance . Sina . com . cn/leadership/m roll/20 1 103 14/ 18059528094 . shtml