Professional and Integrity-Driven Brokerage Services Support the Stabilization of Real Estate Market
The 2024 China Real Estate Brokerage Annual Conference Held in Beijing
On November 15th, China Institute of Real Estate Appraisers and Agents (herein referred to as CIREA) held the 2024 China Real Estate Brokerage Annual Conference in Beijing, with the theme of "Brokerage Services Under the New Model of Real Estate Development". The Director of the Market Supervision Department of the Ministry of Housing and Urban-Rural Development（herein referred to as MOHURD）; Dr. Chai Qiang, President of CIREA; Mr. Zhang Chaojie, Executive Vice President of the Associação Comercial de Fomento Predial de Macau（ACFPM）, attended the conference and delivered speeches. The Director of the Transaction and Leasing Management Division in Market Supervision Department of MOHURD also participated in the conference. Mr. Zhao Xinming, Vice President and Secretary-General， and Ms. Wang Xia, Vice Secretary-General of CIREA, presided over the morning and afternoon keynote sessions. Meanwhile, Mr. Wang Bo, founder of "Elephant Real Estate " and "Lao Wang Talks Real Estate", moderated the roundtable discussion.On September 26th, the Political Bureau of the Central Committee emphasized that "to promote the stabilization and recovery of the real estate market" and "to drive the development of a new model for real estate." In response to public concerns, MOHURD has formulated a series of optimized policies, in collaboration with relevant departments, to effectively support the stabilization and recovery of the real estate market. Real estate brokerage, as an intermediary service connecting housing supply and demand, plays a uniquely important role in promoting the circulation of commercial housing. During the "Easy Viewing Property " events organized by CIREA and other organizations, from 2024 October 19th to 20th , nearly 9,000 real estate brokerage companies and 126,000 real estate agents provided related services, 6,000 subscriptions, and approximately 5,000 transactions. As China's real estate market gradually shifts to a stage dominated by existing houses transactions, the role of real estate brokerage is becoming more and more important. How to make good use of their professional advantages to play a greater positive role in promoting the stable and healthy development of the real estate market, thereby driving the industry towards transformation, upgrading, and high-quality development, is a key issue that the real estate brokerage industry currently facing.
The Director of the Market Supervision Department of MOHURD pointed out in his speech that real estate brokerage companies and practitioners should further make good use of their professional advantages, including their knowledge of supply and demand information, familiarity with policies, regulations, and transaction processes, to play a greater role in consolidating the stabilization and recovery of the real estate market. Firstly, to understand and interpret real estate policies and measures accurately. Convey truthful, accurate, and objective information about the current real estate market and policies to consumers to stabilize market expectations. Secondly, to comply with Regulations, adhere to laws and regulations related to real estate brokerage, and ensure that brokerage services are conducted in a good manner. Thirdly, to strive to provide high-quality real estate brokerage services with professionalism and integrity.
Dr. Chai Qiang, President of CIREA, 15 November 2024, Beijing, China
Dr. Chai Qiang, President of CIREA, emphasized that real estate brokerage companies, relevant platforms, and brokers should make good use of their unique advantages to provide high quality brokerage services and actively promote the stabilization and recovery of the real estate market. Firstly, to understand the significant trends in the transformation and upgrading of the real estate market, which includes six key changes in recent years, combined with the impact of new technological revolutions such as digitalization, artificial intelligence, and big data, which will bring substantial changes to brokerage service models, methods, and rules. Secondly, to promote the professionalization and specialization of practitioners. Encourage and support real estate brokers to actively take the national real estate brokerage professional qualification exam and complete their registrations. Practitioners should voluntarily accept the self-regulation management of industry organizations. Thirdly, to effectively promote relationships with peers, real estate development companies, clients etc., while maintaining positive relations with society. Fourthly, to play a Unique and Positive Role in Stabilizing the Market, and continue providing related services, such as consultations and property viewings, including initiatives like "EASY Property Viewing" and "Facilitating Transactions," contributing to the stabilization and recovery of the real estate market.
Mr. Zhao Xinming, Vice President and Secretary-General of CIREA, 15 November 2024, Beijing, China
Mr. Wu Jing, Vice President of CIREA and Director of the Hang Lung Real Estate Research Center at Tsinghua University; Ms. Leung Tak-lai, Director of Regulation and Legal Affairs at the Hong Kong Estate Agents Authority; Ms. Cao Yunzhen, Head of Asia-Pacific Research at the Japan Real Estate Institute; Mr. Zhao Qingxiang, Secretary-General of the Beijing Real Estate Agency Association; Ms. Fu Lingling, Secretary-General of the Wuhan Real Estate Brokerage and Leasing Association; Mr. Lu Hang, President and CEO of Century 21 China Real Estate; Mr. Miao Shoujian, Chairman of Maitian Real Estate; Mr. Liu Tianyang, COO of Centaline Property; Ms. Tang Lixia, Brand Director of Le You Jia in Shenzhen; Mr. Li Wenjie, Senior Vice President of Beike Zhaofang; Mr. Xing Hongyu, CTO of 58 Anjuke; and Ms. Bian Li, National Business Head of Kuaishou Ideal Home, along with other representatives from leading real estate brokerage companies and platform enterprises, delivered keynote speeches on important industry topics. They mentioned the role of real estate brokerage in stabilizing and recovering the property market, the development and transformation of domestic and international real estate brokerage industries, how to empower brokerage services through new technologies and media, explore new real estate brokerage platform models, improve service quality in a buyer’s market, and to enhance industry regulation and self-governance. The guest speakers emphasized that the mission of real estate brokerage services is to promote the circulation of commercial housing, making transactions more transparent and efficient. In the market transformation and the construction of new real estate models, brokerage companies should recognize their mission and opportunities, adapt to changes in the new market cycle, and respond to increasingly customer service demands. By new technologies such as AI and VR and utilizing new media platforms, they can enhance service efficiency and quality, to promote the industry transformation and upgrading.
12 guest speakers, 15 November 2024, Beijing, China
Representatives from traditional real estate brokerage companies, including Ms. Zhang Yuan, President of the Shenzhen Real Estate Agency Association; Ms. Zhang Qi, Secretary-General of the Chengdu Real Estate Brokerage Association; Ms. Liu Bo, Supervisor of Wo Ai Wo Jia; and Mr. Song Shan, Chairman of Tangshan Qianjia, along with new media and self-media representatives such as Ms. Bian Li, National Business Head of Kuaishou Ideal Home; Mr. Zeng Fuhu, Founder of Jingfang Hu Ge; and Mr. Mo Weiren, Founder of the Resident Brand, engaged in an in-depth roundtable discussion on the theme "Brokerage Services and Standardized Development in the Era of New Media." They agreed that new media has become a vital channel for customer acquisition in the real estate brokerage industry and plays an important role in brokerage operations. It is essential to avoid risks and explore pathways for standardized development. The new media platforms require prudent and inclusive regulatory to develop healthily.
Group Photo of roundtable discussion, 15 November 2024, Beijing, China
More than 300 participants attended the annual conference, including heads of real estate brokerage companies from across the country, representatives from various real estate information platforms, and new media, leaders of local industry organizations, international industry representatives, and relevant experts and scholars.