“扰一赔百”承诺一年履约率达100%，贝壳电话营销实践成效显著

Real Estate Telephone Marketing Revolution: 贝壳’s “Phone Marketing, Compensation of 100 Yuan” Commitment Real Estate Telephone Marketing Revolution: 贝壳’s “Phone Marketing, Compensation of 100 Yuan” Commitment

Telephone marketing, a common method in real estate brokerage services, has been causing concern among users due to its frequent interruptions and negative impact on experience. At the same time, the state is continuously issuing policies to strengthen the protection of personal information and encourage enterprises to optimize service methods and improve communication quality.

Starting from 2024, 贝壳 has taken the lead in implementing the "Phone Marketing, Compensation of 100 Yuan" service commitment. It clearly stipulates that brokers may not make marketing calls without the consent of consumers, and if confirmed, they will be compensated 100 yuan.

So far, this commitment has been launched in cities such as Wuhan, Xi'an, Chengdu, Shenzhen, Hangzhou, and more. It is jointly promoted with local brokerage brands, covering nearly 5,000 stores and 70,000 brokers, gradually promoting the establishment of a new order in brokerage services based on respect and trust.

Directly Addressing Industry Challenges: From Pilot Exploration to Multi-City Implementation

In recent years, real estate brokerage services have accelerated their professionalization and standardization. Consumers' tolerance for "passive receiving" of sales calls has been decreasing. In July 2024, Wuhan Lianjia was the first to stop telephone marketing and launch the "Phone Marketing, Compensation of 100 Yuan" service, explicitly stating that making sales calls without authorization is an act of violation, and the platform will initiate an investigation and compensation process, with a compensation standard of 100 yuan per occurrence. This rule is also integrated into the贝壳 App and Lianjia App, allowing users to "one-click report," and the platform backend will complete the review and compensation execution, significantly improving the transparency of the commitment and user participation.

Following this, the commitment has been gradually promoted across the country. In September 2024, the Xi'an Station of Ke Longshang (Beike) launched the commitment in conjunction with cooperative brokerage brands, forming a city-level联动 effect. Cities such as Luoyang and Langfang have also followed suit, with thousands of stores in cities such as Chengdu Lianjia, Tianjin Lianjia, Shenzhen Lianjia, Chongqing Lianjia, Hangzhou Lianjia, Guangzhou Lianjia, and Foshan Lianjia joining in, promoting the commitment to take effect in a broader range. As a technology-driven one-stop new living service platform, 贝壳 has chosen to face the most challenging "hard bones" in the industry and has explored a practical and feasible solution path.

From "Compensation" to "Consensus": Moving towards a New Normal in Residential Services

To ensure the effective implementation of the commitment, 贝壳 has set up strict internal regulatory mechanisms and rapid response procedures to ensure that every customer's complaint is handled in a timely and effective manner. At the same time, the platform also encourages consumers to actively feedback opinions and jointly supervise and promote the continuous improvement of service quality.

So far, the commitment has achieved a 100% fulfillment rate of compensation, with related users successfully obtaining 100 yuan in compensation. A consumer from Wuhan Lianjia said, "After seeing this service, I tried to make a complaint, and it really paid the money. It's very honest, and I hope the platform can continue to do it long-term." The next step for 贝壳 is to continue to promote the commitment in cities such as Zhengzhou, Jinan, Shenyang, Dalian, and Kunming, making the commitment a common practice in the industry.

In fact, the "Phone Marketing, Compensation of 100 Yuan" not only promotes the update and iteration of industry marketing methods but also strengthens the platform's respect for "customer willingness," making the industry bid farewell to the extensive "cast a wide net" customer acquisition and turn to "trusted connection." This has long-term value for improving the sense of occupation of brokers, the sense of experience of customers, and the brand credibility.

It is noteworthy that recently, the 贝壳 brand has been fully refreshed and released the "True Protection" full-process service guarantee system. It provides transaction process service guarantees for consumers in key areas such as real estate listings, payment security, commission refundable, privacy protection, and quality compensation. The "Phone Marketing, Compensation of 100 Yuan" is a key part of the strategic upgrade from "true listings" to "true protection," and it is the continuation and deepening of 贝壳’s "good to consumers" service philosophy.

In the process of continuous professionalization and refinement of residential services, how to achieve a benign interaction between users, platforms, and practitioners is becoming a key path for the industry to move towards high-quality development. The service trust structure initiated by 贝壳’s "Phone Marketing, Compensation of 100 Yuan" service commitment may become an important starting point for the real estate brokerage industry to evolve towards service transparency, fair trading, and user-friendly direction.

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