In second-hand housing transactions, buyers and sellers always face a key issue — financial security.

For Chinese people, the amount of capital involved in housing transactions is huge, which makes it necessary to be careful about every detail in the transaction process. Any risk due to lack of transparency in the process, unequal information, or improper misappropriation of funds can result in significant losses for both parties to the transaction. Therefore, ensuring the safety of funds is essential to protect the interests of buyers and sellers.

Recently, BEKE.US/02423.HK (BEKE.US/02423.HK) held a financial security commitment press conference with the theme “Peace of mind, promise to see a new future”. At the conference, Shell Zhengzhou Station officially announced the service promise of “Meet all standards, guarantee the housing payment platform”.

This means that Shell has brought a new “shell” solution to the “financial security” pain points existing in the industry.

So what do you think of Seashell's innovative move?

1. Further promoting a new innovation, Shell Zhengzhou Station issued a financial security service commitment

At this press conference, Shell announced a landmark service promise — “All standards met, housing payment platform guarantee”.

Although this commitment is succinctly expressed, the responsibility it entails can be described as significant.

This promise means that in the future, in Zhengzhou, both parties to real estate transactions will only need to pay housing payments in accordance with standard procedures. The Shell platform promises to guarantee the safety of consumers' housing payments.

In other words, under standard operating procedures, once a problem occurs during the transaction process, Shell will need to pay real money to fulfill the promise.

Looking back at Shell's various innovations in the industry, similar “money smashing” initiatives are actually not uncommon.

Like the previous “real property, lose 100 if you fake it,” “10 times refund if you don't pay the price difference,” “if the transaction fails, the commission is refunded without reason”, and “deposit funds, advance loss”, etc.

However, it can be said that Shell has raised this financial security service promise to a new level in terms of the amount and various commitments involved.

Recently, in order to solve problems such as service variance between brands, Shell also joined forces with all brokerage brands cooperating with the platform (with cities as a dimension) to jointly launch the “3 (national) +3 (some cities)” platform-level service commitment project. The “standards have all been fulfilled. Housing Payment Platform Guarantee” financial security service promise issued in Zhengzhou is one of them.

Under the platform-level commitment system, all brands are willing to make promises and undertake compliance actions. The Shell platform provides underwriting services to further improve service quality. To support these promises, Shell has also established a platform service guarantee fund pool of up to 0.1 billion yuan.

(Shell's “3+3” platform-level service commitment project)

Obviously, behind Shell's service promise, it has truly established the ability and mechanism to “dare to make claims.” And this is not only a guarantee for consumers, but also a kind of guidance for the industry, which is of profound significance for the healthy development of the industry.

As Ge Jing, Shell's Chief Quality Officer, said, “If this is what consumers need, this is a major pain point for consumers. If we put in such a big effort, even if only one customer's loss of money is blocked by us, we probably think it's worth it.”

2. Everlasting service, good promises are worth seeing

In fact, it can be seen that Shell is keen to provide consumers with a series of innovative protection measures. It not only attaches importance to protecting consumers' rights and interests, but also protects the entire trading ecosystem.

Judging from its payment method, the platform service guarantee fund pool follows the “C first, then B” principle, that is, resolve consumer losses first, and then verify the responsibility between the platform and the brand. If there is no problem with the brand's service process, the platform will provide underwriting funds to ensure the service provider's operational safety and economic interests to the greatest extent possible.

Through this mechanism, Shell ensures that consumers' rights and interests can be prioritized during the transaction process, and also motivates service providers to improve their professional skills and service levels, and standardize processes and services. In addition, Shell's move has also created a line of safety for all brokerage stores. Shell hopes to work with service providers to protect consumers' rights and interests, making real estate transactions safer and more worry-free.

Obviously, under this initiative, Shell has further promoted healthy interaction among consumers, service providers, store owners, brand owners, and platforms, enhanced consumers' sense of safety, enhanced the value of agents, and ultimately achieved a win-win situation for all parties.

(Shell Group Chief Quality Officer Ge Jing)

Judging from Shell's financial security service commitment, the details include:

At the signing stage, Shell guides customers and owners to watch financial risk videos and sign a “Transaction Risk Notification Letter” to clarify the risks they may encounter during the transaction and enhance the risk awareness of both parties. Shell creates an “Shell Official Service Group” for each transaction to ensure that fund information is transparent and interactive, and that both parties can grasp capital movements in real time.

In the contract performance process, Shell implements a strong reminder mechanism to ensure that customers receive timely reminders and guidance at every step of the payment process. In addition, Shell has upgraded management rules and promoted intelligent links to various systems, changing from passive delayed inquiry to active monitoring, so that housing payment data and actual housing payment data can be known, visible, and managed.

In addition, Shell has established a more complete risk management system, identified 37 risk characteristics, defined 5 types of capital loss risks, and established organizational mechanisms and process standards for urban risk management.

It can be said that Shell's initiative covered the entire process from signing the contract to completion of the transaction. Through this series of promises and initiatives, we have not only brought a new guarantee of trust to the real estate exchange market in Zhengzhou, but also set a new benchmark for the financial security management of the entire industry.

Although this service promise has only been implemented in Zhengzhou for the time being, Shell also stated that in the future it will be further expanded to more cities across the country based on capacity building and operation conditions.

It is easy to anticipate that in the future, with the nationwide promotion of financial security service promises, Shell will lead the industry to a new stage of quality service, bringing more peace of mind and trust to consumers.

3. What motivates the “ice breaker” shell to dare to promise?

As mentioned above, this financial security service commitment not only involved a huge amount of capital, but also reached a new level in the depth and breadth of the commitment.

And this is the result of continuous exploration and practice of seashells.

In response, Li Fengyan, chief operating officer of Shell City, the Shell brokerage business line, admits that this is the biggest project in Shell's 6 years since it was founded. It was carried out for a full year, with more than 100 industry and research colleagues participating. “If we meet the standards, we will lose the consumer first, and the store owner won't lose anything. There is a commitment to both the B-side and the C-side, making the industry more at ease.”

Being able to “set a precedent in the industry” with the ambition to make such a promise is clearly not a blind venture by Shell. What is behind this is a reflection of its deep insight into the industry, the results of long-term deep cultivation and accumulation, and the strong infrastructure and technological innovation capabilities it has built.

From the first self-operated chain brand to now covering a wide range of Shell platforms, Shell has accumulated nearly 24 years of industry experience. Over the past 24 years, Shell has not only continued to explore and innovate in practice, but has also actively promoted as many as 37 service promises, such as real housing, no price difference, refusal of telemarketing, etc. The implementation and improvement of these promises has provided a solid foundation and rich experience for the launch of Shell's financial security service promises. The introduction of these service promises not only enhanced consumers' trading experience, but also gradually built Shell's reputation and brand influence within the industry.

At the same time, Shell's strong infrastructure and technological innovation capabilities within the industry are also the key to its ability to provide high-quality services.

From the initial real housing, no difference in price, to today's platform-level service promises represented by financial security service promises, Shell continues to invest in grass-roots capacity building and continuously explore the path of quality housing services.

“Leave the simplicity to the consumer and the complexity to yourself”.

Shell always puts the needs and interests of consumers first, and satisfies people's yearning for a better life by providing high-quality services.

(Shell Brokerage Business Line Shell City Chief Operating Officer Li Fengyan)

4. Conclusion

A real estate transaction is more than just a contract; it is also an important decision relating to the happiness of every family.

This time, Shell's promise to “fulfill all standards, guarantee the housing payment platform” not only brought a new guarantee of trust to the real estate exchange market in Zhengzhou, but also set a new benchmark for financial security management in the entire industry.

As Li Fengyan, Chief Operating Officer of Shell City, the Shell brokerage business line, stated, “Be good for consumers, help service providers be good for consumers” is Shell's constant theme. “Doing the hard and right thing has always been in our DNA. Today, our commitment to financial security means Shell has taken another step on the path of being 'good for consumers'.”

Since entering the industry, Shell has been committed to providing consumers with a safe, transparent and efficient trading environment through technological innovation and quality service, so that every consumer can trade with peace of mind on the Shell platform and realize their dream of a secure home.

Every innovation and commitment of Shell is a push to improve the quality of service in the industry, as well as a strengthening of consumer rights protection. Through these efforts, Shell is continuously changing the face of the real estate brokerage industry, leading the industry to a more standardized and higher quality direction.

In a sense, the development history of seashells has become an evolutionary history of upgrading service quality in the industry.