Recently, Beijing Lianjia quietly launched the "Sincere Selling" model, which is the first innovative pilot of Beike in less than 10 days of official announcement of reform. Sincere Selling "is a product that focuses on strengthening trading decisions. The product has already completed two transactions since its launch, from bidding to closing, all within two hours.

It is reported that the first property sold was an improved community located in Chaoyang Park area of Chaoyang District, Beijing, with a transaction price of around 8 million yuan. The owner chose the "Sincere Sale" service to monetize for elderly care after listing. The customer, accompanied by a broker, inspected the property in person and made an online bid to complete the transaction in just 2 hours.

The other property is located in the Desheng area of Xicheng District, Beijing. After being listed for about 3 months, the owner did not meet expectations and instead chose to "sell with sincerity". Within 10 days of its launch, buyers came to view the property. After on-site inspection, the property also completed online bidding and transaction within 2 hours. The comparison from "listing for three months" to "closing within ten days of launch" intuitively reflects the efficiency advantage of the new model.

What is' sincere selling '? According to Zhu Lijin, the product manager of Beike Zhaofang, this model is mainly aimed at buyers and sellers who have a high demand for transaction certainty and efficiency. The seller sets a psychological bottom price that is only visible to the buyer within the Beike App, and the buyer can make two bids online. After each bid, the system will compare it instantly. If the buyer's bid reaches or exceeds the reserve price, the system will automatically close the transaction at the reserve price; If the minimum price is not reached but exceeds the reminder price set by the seller, both parties may choose to further communicate and negotiate, taking into account flexibility. Both buyers and sellers are required to pay a certain amount of deposit or earnest money in advance to ensure the sincerity of the transaction.

The launch of 'sincere selling' is not accidental. On March 29, 2025, Peng Yongdong, co-founder, chairman, and CEO of Beike Group, issued a full staff letter titled "The Next Stage of Beike: Putting Consumers at the Center, Rebuilding the Organization", initiating strategic changes and clarifying the company's deep transformation from a trading platform to a community living service platform. Peng Yongdong proposed in the letter to provide "consumers with more authentic information, more neutral explanations, especially deterministic solutions". Beijing Lianjia has been identified as a leading area for transformation, and "Sincere Selling" is the first product to be launched as a pilot after the transformation.

It is reported that consumers who want to participate in "sincere selling" must register through their own Lianjia broker. Gao Ming, the broker of the Pearl River Dijing Store of Beijing Lianjia, said that his store was one of the first pilot stores, and "young and demanding buyers have a higher acceptance of online and transparent rules for sincere sales".

The transaction form of sincere selling does not require the buyer and seller to probe back and forth, as long as both parties clearly accept the rules, the transaction can be efficiently completed. Mr. Liu, a first-time sincere customer, sighed to the reporter, "This method is quite transparent. After I like the house, I give a psychological price, and once it reaches the expected price of the owner, the transaction can be automatically made without guessing. Online bidding and system comparison are the whole process without any hassle

In the new model of sincere selling, both buyers and sellers have complete control over pricing decisions, while brokers focus on providing market information for their judgment.

Peng Yongdong also proposed in a recent letter to all employees that brokers should shift from "information intermediaries" to "trusted expert service providers" and focus more on providing comprehensive decision support for consumers.

In the past, it used to take a week or even half a month to negotiate a single order, and the bargaining process was quite time-consuming and labor-intensive. Often, both parties would have to back and forth tug of war at the last moment, "a Beijing Lianjia agent told reporters." Now, with 'Sincere Sell 9', the efficiency of the bargaining process, especially the final tug of war, has been greatly improved through online bidding and system comparison

For our brokers, these saved time can help clients analyze properties and market trends more comprehensively - this is what brokers should do. By giving homeowners and buyers full price decision-making power, our brokers' work and value not only remain unchanged, but also significantly improve customer satisfaction

The "sincerity sale" model is launched and immediately executed, which may seem accidental, but in fact, it is a precise response from Beike and Beijing Lianjia to explore the high-quality development of the industry. For a long time, second-hand housing transactions have been plagued by information opacity, bargaining tug of war, and lack of trust. Both buyers and sellers have invested a lot of effort in price games, and brokers have also fallen into the trap of "verbal labor". Beijing Lianjia has taken the initiative to turn inward and return pricing power to consumers, replacing repeated testing with digital rules and opaque operations with transparent mechanisms - this "sincerity" is not only reflected in product names, but also in institutional design.

'Sincere selling' not only takes the lead in implementing 'deterministic solutions', but also allows brokers to return to the core of' professional decision support ', respond to consumer pain points with product innovation, make' sincerity 'a consensus in the industry, and make' certainty 'the most basic dignity for consumers.