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地產代理發展空間大 放眼世界市場 善用資訊科技
25 Nov 2016
陳永傑, 中原地產代理有限公司亞太區總裁(住宅)
中原地產 2016 上半年度營業頒獎典禮,於洲際酒店盛大舉行。
中原地產旗下的《中原精英會》積極推動及參與慈善活動,早前舉辦籌款競技賽,惠澤社群。
近期香港樓市風起雲湧。不少一手樓盤陸續推出,市場反應熱烈;另一方面,十一月初香港政府劃一調高住宅物業買賣印花稅百分之十五;這個辣招打擊投資需求及入市意慾。不過,地產業始終是本地經濟重要支柱之一,而且中國人傳統對「磚頭」的保值能力一向極具信心;所以很多投資者不會只局限於香港市場,更會放眼世界,向各地的樓盤進軍。一些大型地產代理企業,早已在世界各地建立據點,中原地產便是業界的佼佼者。中原地產代理有限公司亞太區總裁(住宅)陳永傑指出:「香港作為一個背靠中國內地的國際城市,地產代理業的商機,並不單單著眼於本地市場。無論是內地的地產項目,或是海外樓盤,都在中原地產的『雷達』之內。」由此可見,地產代理的發展空間,遠比想像廣闊。
成立於1978年,中原地產目前在香港開設了三百多間分行,員工約有五千多人,逾八成五為代理同事。立足香港,放眼四方,經過多年的拓展,該公司在中國內地三十六個省市,設立多達二千間分行,僱員數目近六萬人。近年中原地產更擴展至台北及新加坡,逐步拓展在亞洲華語市場的佈局。陳永傑補充,公司早著先機,以迎合國際化的大趨勢;中國市場的增長勢頭更是快速,所以該公司的內地業務規模,早已超越香港。
中原地產銳意擴展香港以外的市場,對本地員工亦帶來更多機遇。陳永傑稱:「多年前公司已派遣很多有潛質的香港同事,到不同城鎮開拓業務。今時今日,不少開荒者已晉身為中國業務的高級管理層,前途無限。」
領導中港市場 進軍亞太地區
此外,中原地產於五年前更進一步,積極發展亞太區市場,由一班業績出眾的同事領軍,將業務擴展至台灣及新加坡等地,成績理想。「不少本地年輕人都希望擴闊視野,闖出未來;公司亦能提供不少向外發展的機會。」曾經有一名表現不俗的香港同事,與一位台灣女士結成眷侶,於是他便向上司申請調職;公司樂於成人之美,便為他在當地安排經理職位;多年來他的發展亦見順利。陳補充,中原員工到海外發展的個案,近年屢見不鮮。
身處國際都會,不少香港投資者對海外置業的興趣甚濃。陳稱:「近年不少地產代理公司都會在香港推廣海外的樓盤,但大多都止於銷售,缺乏完善的售後服務。中原地產亦有代理台灣、新加坡等地的優質樓盤,而且公司在當地設有分行,所以同事能為客人提供一條龍式的後續服務,包括租務及買賣等,給予投資者更大的信心。」每有海外新樓盤推出,中原地產每一位銷售同事都會收到資訊,可向客戶推銷,擴展業務範疇。
除了海峽兩岸及新加坡,中原地產服務亦遍及歐洲及澳洲等地。集團旗下的投資移民兼項目部,約廿年前已經成立,原意服務有意投資移民於歐陸各國的內地和香港客戶,及後此部門亦負責代理當地的樓盤,為香港客戶提供更多投資良機。由此可知,中原地產的業務多元化,並不止於香港市場。面對市況起伏,亦可作分散投資,建立穩固基礎。無論是盤源還是客戶群,中原地產都比行內其他公司優勝;作為地產代理,爭取生意自然更得心應手。
從事地產代理 知識與心態並重
根據香港法例,於香港從事地產代理工作的業務,必須持有效的地產代理牌照;而地產代理牌照又分兩類,分別是《營業員牌照》及《地產代理牌照》。前者為從事營業員工作的基本要求,而後者持牌人更有機會成為地產代理公司的管理人員。希望加入中原地產代理的行列,有兩個主要途徑。有正職在身的人士,可以報讀由中原訓練學院提供為期七個晚上的《資格考試精讀課程》,或可申請地產代理見習員職位,安排從事轉介按揭的工作,熟習地產業的運作,並在三個月期間接受在職培訓,以考取牌照。陳永傑續指,只要肯溫習及實習,考取《營業員牌照》和較艱深的《地產代理牌照》,難度不高,大多數的學員於一個月內就能成功考取;部分優秀的同事在修畢精讀課程後,可於更短時間內通過兩重考核,不但成為持牌地產代理,更能擔任分行的持牌人,即分行經理的角色。
中原訓練學院除了提供考牌精讀班,更設立了不同的課程,供同事不斷增值,例如心態指導、談判技巧、主管工作坊和普通話課程等。而為提高員工的專業水平,訓練學院亦按地產代理監管局的《持續專業進修計劃指引》,提供核心及非核心科目,確保員工掌握業內法律及條例規範相關的事宜,例如《建築物條例》、《一手住宅物業銷售條例》及《個人資料(私隱)條例》等,以至財務及會計等商業知識,保持競爭力。
地產代理業的員工流失率普遍較高。陳永傑坦言,樓市有起有落,流失率與市道狀況直接掛鈎;市道好,流失率自然較低,反之亦然。中原地產平均每個月聘請過百人,當中大多是營業部門的同事。初入行的地產代理營業員要面對各種挑戰,需要培育一定的抗壓能力。他補充,同事為客戶提供服務,不會每次都有收穫,可能約每五次才有一次能成功交易;市況差時,成功率更低。所以地產代理應持正面思維,視每次經驗為成功的前奏。「從業員不但要擁有外向性格,善於與不同人士溝通,願意在假期輪更工作,更要保持樂觀心態,無懼挑戰,願意想辦法克服困難。」
陳永傑續道,前線同事若能建立穩固的客戶網絡,便不愁生意,因為不少顧客普遍信任專業的地產代理,願意聽取後者的意見,尋覓合適的投資機會。同時,中原地產的理念是建立一個公平、公正的平台,以及一套穩定的佣金制度。「這套管治理念,來自中原創辦人之一的施永青的名言-『無為而治』,致力為員工提供一個高自由度的發展空間。」
活用資訊科技 參與社會服務
身處廿一世紀,中原地產亦與時並進,除了開設分行以擴大銷售點外,更善於利用日新月異的資訊科技。陳永傑透露,公司的資訊科技部門已發展得十分龐大,約一百名員工坐鎮整層辦公室,負責支援分行的系統維修及保養,亦為同事及客戶建立及更新資訊平台及智能手機程式。最近中原地產推出「視頻搵樓」,由一眾代理將樓盤資訊,透過短片於網上播出;短短個多月便有超過三千個視頻上載,方便同事共用資訊。所以他預期,資訊科技部門快將增聘人手,以保持集團的龍頭地位,並為客戶帶來更佳服務。
中原地產一直重視慈善工作。早於2004年成立的《中原慈善基金》,善舉亦多不勝數,包括資助弱勢社群的年輕人升讀大學等。此外,基金會亦撥款資助洗腎中心,以低廉價格提供私人血液透析洗腎服務,改善患者生活。明年一月,中原續於科學園舉辦《中原慈善跑嘉年華》,為香港盲人輔導會籌款,以改善協助視障人士的設施。「由中原地產舉辦的慈善活動十分頻密,這可算是我們的一大特色。這些項目有賴同事的參與,亦有助建立大家的團隊精神和正面思維。」
此外,中原地產旗下的《中原精英會》,亦積極推動不少慈善工作,例如有為基督教懷智服務處籌款的競技賽,精英會成員無不響應,成功籌得逾七十萬善款。《中原精英會》成員屬公司翹楚,只有年度個人佣金額達一百六十八萬以上,或成交逾五十宗數的同事,方能加入。會員卡片亦有印上會徽,盡顯精英氣派。
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