Zhou Xiaoli: Big Sister In Real Estate Agency

Referring to the name of Zhou Xiaoli, general manager of Shanghai Xin Lian Kang Investment Consulting Co., Ltd., it may not be very familiar to the buyers, but for the real estate insiders, the name can represent the "big sister of the real estate agency" and "the heroine of the Shanghai property market".

Before the interview, what others described to reporters is an "alternative" woman who is not jealous of tobacco and alcohol and is wild at work. When she comes from outside the door and sits in front of you and speaks to you, it is undoubtedly the kindness, elegance and wisdom of a modern woman.

The marketing agent is not what the university asks, but when he first comes to Xin Lian Kang, the first thing that comes to his eyes is not the company signs beside him, but the five hearts hung on the walls of the door - sincerity, care, love, perseverance and patience.

Zhou Xiaoli arrived later than the reporter, because she had just returned from the scene of an agent in Wuxi, with a confident smile on her face. No doubt it was a very successful representative of Xin Lian Kang.

When asked whether this "five heart" is the new Lian Kang's business philosophy, she just said with a smile that it was brought from Taiwan. "Every year in April and May, the company will recruit fresh graduates to come in. When I communicate with employees, I often talk about eight words:" enthusiasm, professionalism, honesty and responsibility ", which may be a good quality for a real estate salesman.

It is not easy to take a real estate market, and marketing agents often follow up for 6 to 8 months. They always do and do not fear repetition. Therefore, the enthusiasm of this work is necessary and heartfelt, and professionalism is the basic skill. Honesty and responsibility are what I value most. They often talk together and do things with a responsible attitude. Don't be afraid of making mistakes, and face them bravely. This is a concept of my workplace. It does not guarantee the promotion of wealth, but it can make you work at peace.

At the same time, since its establishment in 1995, Xin Lian Kang has achieved sales success in Shanghai and its surrounding cities.

When it comes to marketing concepts, Zhou Xiaoli admits that marketing agents do not have a lot of University questions. "Marketing agents actually don't know much about knowledge. The key is to see how you do it and see how you perform."

In the eyes of Zhou Xiaoli, the relationship between marketing agents and developers is as simple as dealing with other relationships in the life. "Three steps: one is to change, tell one's things to the other side, and let the other side accept it; the two is to adapt, the other side ignores you; that is, only you join him; the three is to leave, which is very simple.

In fact, many relationships in career and life are handled like this, but before you decide to leave, you must go through the first two steps. "

The real estate marketing agency work of Xin Lian Kang is like Zhou Xiaoli's general truth.

"Take the Wuxi property which I just returned from the agency.

The developer has also been in touch with us in the past. He once built an office building in the center of Wuxi. The shape was just like a long box. When I saw me, he said he could not change his office, and the other side did not accept it. So he did not follow the story. Later, he heard that the developer sold it himself, but he did not sell it for 2 years.

Finally, I came back and accepted my original opinion. In addition to a little change in the room type, the first sale to the good southern side is very good. What to do in the north, to change the rhetoric, to use both commercial and residential, so many people buy office, and now business is good.

This time, the developer got a commercial office building in downtown Wuxi. We started operation 20 months ago. As a former uncompleted residential building, we had a lot of brains in repackaging technology.

The original building is only 30 multi-storey. We propose to increase the volume, and now there are 50 floors.

And the core tube of the original building is too large, so the pool area is large and the usable area is low. We ventured to move the walkway into the core tube and expand the quantity. Later, the construction experts re calculated and changed the structure.

When we sell, we will dig the selling point again. When someone asks about this upscale building, I will answer immediately that this building is not "upscale" or "exclusive". This building is now the tallest skyscraper in Wuxi, located in the center of the city.

Find the difference between the product itself, seize the selling point, the chance of failure is not much...... "

Zhou Xiaoli has always compared the real estate marketing agent with the real estate matchmaker. "Our job is to bridge the gap between products and customers.

First of all, from the beginning of the land to finding the right objects, how to design positioning is our expertise.

The most important thing is to locate before the case and to judge accurately.

In addition, she felt that the real estate marketing agency also acted as a "doctor" role. "I entered Shanghai in 1992. In 1993, the number of dishes was small and sales were good, and the market came to life again, but they were all sick and came to us.

I can only say that salvation can be saved, those who meet the requirements, norms, and market gaps can be seen only if they can not save lives.

However, even the new alliance did not expect that in the past 10 years in Shanghai, it has also experienced the growth process of Shanghai real estate marketing agency industry from scratch and from small to large.

Facing the scale of thousands of real estate marketing agency companies in Shanghai today, including the constantly emerging foreign capital, joint ventures and local property marketing agents, the competition between marketing agencies is becoming increasingly fierce.

However, in the face of competition, Zhou Xiaoli put forward that the most important thing is to overcome himself. "I feel that my competition with myself is more important. Honestly speaking, in the situation of macro regulation and control, there will be a lot of dishes to sell. There are many buildings in the past that just built a" ride ", and enterprises should maintain their standard when they are in a bad time.

In addition, Zhou Xiaoli also questioned some phenomena in the marketing agency business.

"Agency is only the service industry, not everything has its own say.

Some agents offer underwriting and deposit to developers, in order to earn more profits in the future.

This is an unreasonable "chaos", agents only put forward ideas and suggestions for products, developers to implement, many agents are unable to participate.

Therefore, it is hoped that every party can be honest and responsible, whose responsibility is whose responsibility and the operation should be standardized.

Shanghai property market may have structural problems. When Zhou Xiaoli first came to Shanghai, it was in 1992. At that time, she was invited by Mr. Tang Junnian, President of Tomson Group, to see a project in Shanghai Pudong, where she worked in Taiwan new real estate planning agency.

For the first time in his life, Shanghai left a deep impression on her. This year, she came to Shanghai for the 3 time and went down to Shanghai when he returned to Taiwan third times.

In 1993, she really came to Shanghai.

But in that year, the macroeconomic regulation and control policy was tightened, and the road of property developers and service providers became extremely difficult.

When the boss held a shareholders' meeting in Taiwan, decided to close the Shanghai company, and then raised the capital and wages halved. When Zhou Xiaoli took up the position, he stood up and accepted the decision.

In 1995, Zhou Xiaoli came to Shanghai again, and began to work hard in Xin Lian Kang.

"In such a difficult environment at that time, I did not want to shrink back. I firmly believe that Shanghai has opportunities. I am very confident about the development of Shanghai's property market."

Zhou Xiaoli has always been optimistic about the real estate market in Shanghai.

"We can see the economic strength of Shanghai, the growth of two figure in ten years, and the inflationary pressure is not great.

Though last year, it began to talk about regulation and control, but it was still going up.

I have experienced five macroeconomic regulation and control, three times in Taiwan and two rounds in the mainland.

To say why the past 2001 to 2003 has risen so much, it is a rebound and a gap. After the pressure of regulation and control, time is up.

Now, despite the regulation of financial and land policies, it is not realistic for Shanghai to drop prices.

If prices drop, unless Shanghai's economy shrinks. "

But Zhou Xiaoli also put forward worries about Shanghai's real estate market.

"Shanghai's housing prices will not drop, but the growth will be slower in the future, but I think Shanghai will have some structural problems.

In particular, the villa market is not optimistic. In the West and southwest of Shanghai, there are 100 thousand acres of villas and land reserves that can not be run away. For a simple calculation, one mu of land covers a house, that is the 100 thousand set, while Shanghai's current floating population is only 18 million, and three households are 6 million households. This means that nearly 2% of households want to live in villas, which is too high.

It is impossible for us to drive all the people to the villa, and the villa has a matching and pportation problem. The cost of using and the social cost are relatively high.

If you want to build a villa in the future, you should also think about the core of your competitive advantage.

At the same time, it is also necessary to build houses that are suitable for ordinary people. Now many people feel that they can not afford to buy houses, they can learn from overseas practices. The government will build low-cost housing, not only for sale, but also to provide rentals. Low rent may have a living concept in our Congress, but the system needs to be strengthened.

Zhou Xiaoli's biography: 1978, Taiwan's national political university, the Urban Planning Department of the national political university. In 1979, he joined the Taiwan new union company. In 1980, he went to the United States to study the urban planning graduate student. He returned to Taiwan in 1981 and continued to work in the new Union Yang company. In 1992, he went to the mainland to open up a new market. In 1995, he founded the new Taiwan Lian Kang investment consultant Co., Ltd. so far, the parent company of Xin Lian Kang investment consultant Co., Ltd. is the giant of the real estate agency in Taiwan.

In 1992, Zhou Xiaoli, the winner of the "Golden Bell Award" of Taiwan real estate, resolutely abandoned Taiwan's high paying job and climbed to the peak of the real estate market in the mainland of China.

So far, Xin Lian Kang is the only Taiwanese real estate marketing company in the mainland.