The strong comeback of the brokerage community
Leaving the real estate brokerage profession at the end of 2022, Mr. Dinh Manh Vinh (HCMC) switched to online sales to ensure family income. During that difficult time, Mr. Vinh still determined that this was only a temporary phase because the real estate market was still fertile land.
“I have always considered real estate brokerage as my main job. I have helped my family buy a house and a car during the years when the market was growing, so I only do this part-time job while waiting for the market to recover. Partly to keep myself from being stagnant and also to have an additional source of income during the difficult market liquidity,” Vinh shared.
Thanks to that mindset, when he returned to the market, Mr. Vinh immediately sold 2 apartments of the Glory Heights project - Vinhomes Grand Park, contributing to setting a sales record for this subdivision. The buyers were some of the people he had met during his "left-handed" business period.
The time when Glory Heights heats up the market is also the time when many sales people return to their jobs.
In addition to the real estate market gradually recovering, there are many other reasons why real estate brokers are returning to the profession. One of them is that agents are raising commissions and offering many attractive incentives such as travel bonuses, sales bonuses, cash bonuses or expensive gifts... for brokers with good performance in the current period.
Some surveys show that brokerage businesses have also become more cautious through careful selection of investors and distribution products. In particular, legal issues, safe sales, fast payment fees, investor reputation and products that meet customers' real needs are put on top. Thanks to that, the sales force can easily approach buyers and quickly close deals.
In recent months, many brokerage companies have recorded quite large sales, signaling the development towards the peak of the market. Typically, Vietstarland, one of the agents distributing Vinhomes products, has recorded sales of up to more than 2,000 billion VND in the Mega Grand World Hanoi project alone. Mr. Hoang Dinh Khiem, Chairman of the Board of Directors of Vietstarland, shared: "In the recent period, there were brokers of Vietstarland who achieved a commission of 1 billion VND/month".
In the past few months, many Gen Z sales people have entered the real estate brokerage market.
GenZ Brokers: The “main force” of sales in the new cycle
However, to achieve "huge" income in the current period, many sales returning to the market need to renew themselves to be able to compete with the dynamic and enthusiastic Gen Z force that has just "entered the game" as well as adapt to changes in the tastes of buyers and real estate investors.
In the recent period, the real estate market has also changed a lot in terms of customer approach. Instead of using traditional channels such as telesales, email, flyers... which can easily annoy customers and are not very effective, and cost a lot of money to operate, many units have prioritized promoting communication on social networking platforms such as Tiktok, Facebook, with new, creative, multi-dimensional content that especially attracts customers.
According to Nguyen Van Hau, CEO of Asian Holding, the company is recruiting 150 more employees to prepare for the new market cycle, but prioritizes recruiting through social networks instead of traditional platforms. Not only that, business managers must also focus on building personal brands to increase sales efficiency.
“We focus on building channels and recruiting in groups, not individually. A team will include 1 business director and 7 sales to speed up training and development. At the same time, the company also started recruiting and training Tiktokers, KOLs, KOCs and filming staff to change the approach to customers,” Mr. Hau shared.
Thanks to the new approach, recently, the number of sales on Tiktok, Youtube Short, Facebook Reels, Zalo Video... has increased day by day. The advantage of this type is that it has intuitive, clear images, easy to interact with, helping customers save time researching and reviewing products.
Many Gen Z sales people are gaining an advantage by understanding the trend of approaching the market through customers' social media channels.
This trend is also an advantage for the Gen Z brokerage community, which has entered the market in large numbers in recent times. This group of young brokers is very familiar with how new social media platforms work, has channel building skills, a creative mindset, and even has a personal brand.
“Real estate sales as KOLs or vice versa, KOLs working as sales is also a way for young people to quickly achieve their dream income, while building a trustworthy image in a field that has great potential for long-term development,” said Mr. Hoang Dinh Khiem.
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