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1 Existing Homes to Take Over China's Housing Market |
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1 | (10) |
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1.1 The Conditions for a Booming Market of Existing Homes |
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2 | (3) |
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1.2 Why Will China's Existing Homes Take Over the Market? |
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5 | (1) |
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1.3 What Is the Potential for the Existing Home Market? |
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6 | (5) |
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1.3.1 The Three Sections in the Market of the Real Estate Brokerage Industry |
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6 | (2) |
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1.3.2 An Estimation of the Market Potential of China's Real Estate Brokerage Industry |
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8 | (3) |
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2 Changes in Pre-internet Real Estate Brokerage Industry in the US Over the Century |
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11 | (20) |
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2.1 The Characteristics of Real Estate Transactions |
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11 | (1) |
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2.2 The Roles of Real Estate Brokers |
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12 | (2) |
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2.2.1 Why Do People Hire Real Estate Brokers? |
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12 | (1) |
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2.2.2 What Essential Part Do Real Estate Agents Play? |
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13 | (1) |
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2.3 The Process of a Real Estate Transaction |
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14 | (3) |
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2.3.1 Choosing a Real Estate Broker |
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14 | (2) |
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2.3.2 Signing Listing Agreement |
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16 | (1) |
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2.3.3 Marketing the Homes for Sale |
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16 | (1) |
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2.3.4 Information Paradox |
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17 | (1) |
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2.4 Changes in the Pre-internet Real Estate Brokerage Industry in the US Over the Century |
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17 | (6) |
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2.4.1 Accidental Matching of Information Before 1880 |
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17 | (1) |
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2.4.2 The Appearance of Real Estate Agents and the Dominance of Open Listing Agreement During 1880--1950 |
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18 | (1) |
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2.4.3 The Prevalence of Multiple Listing Services From 1950 to 1995 |
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19 | (4) |
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2.5 How Does an MLS Connect the Links in the Industrial Chain of the Real Estate Brokerage Industry? |
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23 | (3) |
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2.6 Much Discussed Issues in an MLS-Dominant Market |
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26 | (5) |
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2.6.1 Smaller Brokerages and Increased Concentration Ratio |
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26 | (1) |
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2.6.2 Fixed-Percentage Commission: Reasonable or Unreasonable? |
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27 | (1) |
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2.6.3 Traditional Broker's Boycott Against Nontraditional Brokers |
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28 | (3) |
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3 What Changes Has the Internet Brought to the Real Estate Brokerage Industry? |
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31 | (20) |
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3.1 The Driving Force Behind the Transformation of Information Media |
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32 | (1) |
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3.1.1 The Three Periods in the Development of Information Media |
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32 | (1) |
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3.2 The Driving Forces Behind the Transformation of Information Media |
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33 | (1) |
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3.3 What Changes Has the Internet Brought to the Real Estate Brokerage Industry? |
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34 | (7) |
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3.3.1 Web 1.0 (1995--2005): Listing-Centered B2C Platforms |
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35 | (1) |
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3.3.2 Web 2.0 (Since 2005): User-Centered B2C Information Platforms |
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36 | (5) |
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3.4 Who Has Lost the Battle to the Internet? |
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41 | (4) |
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3.4.1 The Defeated Print Media and Brokerage Offices |
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42 | (1) |
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3.4.2 The Fall of Multiple Listing Services |
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42 | (2) |
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3.4.3 The Brokers' Weakened Role as Information Channels |
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44 | (1) |
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3.4.4 Reorganized Transaction Procedures |
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44 | (1) |
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3.5 The Future: Smarter Users to Be Expected |
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45 | (6) |
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3.5.1 Information to Be Made Transparent |
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46 | (1) |
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3.5.2 Smarter Users to Be Expected |
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47 | (4) |
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51 | (10) |
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4.1 The Three Tricky Issues in the Real Estate Brokerage Industry |
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51 | (1) |
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4.2 The Impossible Trinity in the Real Estate Brokerage Industry |
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52 | (3) |
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4.2.1 The UK Scenario: Open Listing Without Multiple Listing Services |
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53 | (1) |
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4.2.2 The US Scenario: Exclusive Right-to-Sell in Combination with Multiple Listing Services |
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54 | (1) |
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4.3 The Chinese Version of the Impossible Trinity |
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55 | (1) |
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4.4 Can the Impossible Trinity Be Solved in China? |
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56 | (1) |
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4.5 What Must Be Done to Solve the Impossible Trinity in China? |
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57 | (4) |
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4.5.1 Monopolizing the Listings |
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57 | (1) |
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4.5.2 Sharing the Listings Without Revealing Client Information |
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58 | (1) |
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4.5.3 Enforcing Stricter Control and Regulation |
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58 | (1) |
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4.5.4 Developing a Business Ecosystem |
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59 | (2) |
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5 Why Does the Internet Impact China More Tremendously? |
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61 | (6) |
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5.1 Monopoly Over Active Listings |
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62 | (1) |
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5.2 Traditional Brokerages' Market Share and Their Capacity to Handle Offline Procedures |
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63 | (1) |
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5.3 The Size and Professionalism of the Brokerage Talent Pool |
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63 | (2) |
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5.4 Centralization and Standardization of Homes |
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65 | (1) |
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5.5 The Speed of Mobile Internet Penetration |
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65 | (2) |
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6 Zillow---Online Media Tycoon in US Real Estate Brokerage Industry |
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67 | (18) |
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6.1 Zillow---The Largest Online Information Platform in US Real Estate Brokerage Industry |
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68 | (5) |
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6.1.1 The "Genes" that Zillow Carries |
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69 | (1) |
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6.1.2 The Market Zillow Has to Deal with |
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70 | (2) |
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6.1.3 The Nature of Zillow: The Biggest Real Estate Media Company in the US |
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72 | (1) |
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6.2 How Does Zillow Reorganize the Industrial Chain of the Real Estate Brokerage Industry? |
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73 | (6) |
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6.2.1 Dual Strategy: Free Access for Users + Subscription for Paying Real Estate Agents |
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74 | (1) |
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6.2.2 Home Valuation---A Path Way to an Active Database |
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74 | (5) |
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6.3 What Is the Potential for Zillow? |
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79 | (6) |
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6.3.1 A Popular Belief: Zillow with Huge Potential |
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80 | (2) |
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6.3.2 Popular Belief Debunked: Zillow's Potential not as Great as It Seems |
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82 | (3) |
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7 Redfin---A Developing Vertical e-Commerce Model |
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85 | (16) |
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7.1 Redfin---A Disruptor of the Real Estate Brokerage Industry in the US |
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88 | (4) |
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7.1.1 A Media Company Mating with an e-Commerce Company |
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88 | (1) |
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7.1.2 Redfin: An E2E e-Commerce Focusing on User Experience |
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89 | (3) |
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7.2 What Is Redfin's Comparative Advantage? |
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92 | (2) |
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7.2.1 Adequate Traffic Base |
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92 | (1) |
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7.2.2 Complete, Up-to-Date and Accurate Listing Information |
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93 | (1) |
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7.2.3 More Efficiency with Lower Commission |
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93 | (1) |
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7.3 Why Does Redfin Develop Relatively Slowly? |
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94 | (2) |
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7.3.1 The Strong Opposition from Traditional Real Estate Agents |
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94 | (1) |
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7.3.2 Inadequate Financing |
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95 | (1) |
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7.4 Why Will Redfin Eventually Move into a Fast Lane? |
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96 | (1) |
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7.5 Why Will me Chinese Version of Redfin Rise and Thrive? |
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97 | (2) |
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7.5.1 E2E: The Key to Better User Experience |
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97 | (1) |
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7.5.2 E2E: The Only Business Model that Generates the Last-Second Economy |
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98 | (1) |
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7.5.3 A Revelation to Investors: Good User Experience Over Good Business |
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99 | (1) |
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7.6 Is It Possible for Real Estate Brokerages to Transform into E2E e-Commerce Companies? |
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99 | (1) |
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7.7 Is It Possible for Online Media Companies to Transform into E2EE-Commerce Businesses? |
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100 | (1) |
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8 The Falls and Turns of Real Estate Media |
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101 | (18) |
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8.1 The Rise of Real Estate Portals in the Personal Computer Age |
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102 | (4) |
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8.1.1 Two Structural Shifts: Eyeballs and Advertising |
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102 | (3) |
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8.1.2 Revenue Source of Real Estate Websites: Providing Traffic and Building Professional Profiles |
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105 | (1) |
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8.2 Move---The First Real Estate Portal in the US and the World at Large |
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106 | (4) |
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8.2.1 The 3C Model: Listing Information as the Cutting Edge |
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107 | (2) |
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8.2.2 The 3C Model: Supporting Real Estate Agents |
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109 | (1) |
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8.3 Move---A Fallen All-Star Stock |
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110 | (3) |
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8.3.1 From Success to Failure |
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110 | (1) |
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8.3.2 Internal Reason: Slow Growth of User Base |
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111 | (2) |
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8.4 External Reason 1: The Highly Competitive and Decentralized Online Advertising Market |
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113 | (1) |
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8.4.1 External Reason 2: The Strong Community of American Real Estate Agents |
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113 | (1) |
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8.5 How Should China's Real Estate Media Transform Themselves? |
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114 | (2) |
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8.5.1 Listing Information |
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114 | (1) |
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8.5.2 Neighborhood Information and Home Valuation |
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114 | (1) |
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8.5.3 Evaluation System for Real Estate Agents |
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115 | (1) |
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115 | (1) |
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8.6 The Pathway to the Rise of China's Online Real Estate Tycoons |
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116 | (3) |
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8.6.1 The Courses of Development |
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116 | (1) |
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117 | (2) |
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9 How Should China's Real Estate Brokerages Transform Themselves? |
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119 | (12) |
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9.1 The Former Homelink---A Brokerage Based on Information System |
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119 | (7) |
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9.1.1 Homelink as a Brokerage |
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120 | (3) |
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9.1.2 Homelink as an IT Company |
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123 | (3) |
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9.2 The Future Homelink---An Internet-Based, Data-Driven Broker's Platform |
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126 | (5) |
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9.2.1 What Is an Internet Platform? |
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127 | (1) |
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9.2.2 What Is an Internet-Based and Data-Driven Real Estate Platform? |
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128 | (3) |
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10 Are the Sharing Economy and the Maker Economy Here to Stay? |
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131 | (6) |
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10.1 Airbnb: A Benchmark for Home Sharing Economy |
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132 | (2) |
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10.2 We Work: A Benchmark for Co-working |
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134 | (3) |
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10.2.1 WeWork Operating Model |
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134 | (1) |
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10.2.2 How Did WeWork Obtain High Price Difference |
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135 | (1) |
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10.2.3 Risk and Valuation of WeWork |
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135 | (2) |
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11 How to Build a Data Ecosystem for Real Estates? |
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137 | (8) |
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11.1 Users' Changing Demands for Property Data |
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138 | (1) |
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11.2 What Home Valuation Service Is Expected? |
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138 | (2) |
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11.3 Upgrading Home Valuation Tools and Operating Systems |
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140 | (1) |
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11.4 The Trends in Home Valuation Service |
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141 | (1) |
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11.5 Building a Multi-source and Multi-dimensional Data Ecosystem |
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142 | (1) |
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11.6 The Internet + Valuation = ? |
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143 | (2) |
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12 Long-Term Apartment Rentals for Youth---A New Frontier |
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145 | |
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12.1 The History of Long-Term Apartment Rental |
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147 | (2) |
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12.2 The Industrial Chain of Long-Term Apartment Rental |
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149 | (1) |
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12.3 The Target Markets of Long-Term Apartment Rental |
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150 | (2) |
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12.3.1 High-End Market (Including Medium and High End Market) |
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151 | (1) |
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152 | (1) |
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152 | (1) |
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152 | (2) |
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12.5 Individual Apartments |
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154 | (4) |
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12.6 Apartment Blocks Versus Individual Apartments |
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158 | (3) |
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12.7 Potential Problems and Their Solutions in Long-Term Apartment Rentals |
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161 | (1) |
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12.8 Secular Trends in Long-Term Apartment Rental |
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162 | (1) |
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12.9 The Future of China's Long-Term Apartment Rental---A Prediction Based on EQR's Development |
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163 | |
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