房屋仲介業年度千萬經紀人之養成模式建構──以台南市為例

The Main Reasons for The Development of Top Sellers in The Housing Agency Industry—Taking Tainan City as An Example

隨著2018年中美貿易戰的發生，以及新型冠狀病毒（COVID-19）衝擊與影響，造就了台商資金回流台灣，進而促發房市交易，使房屋仲介業的經營績效普遍改善，百萬經紀人及年度千萬經紀人的人數有明顯增加之勢。然而達成業績標準之難度仍高，故本研究旨於建立一套兼具系統性、客觀性的年度千萬經紀人養成模式。研究方法主要係透過相關文獻整理及焦點團體訪談來確認房屋仲介工作績效關鍵要因，繼而進行AHP問卷調查與分析。結果顯示：１.以內隱特質與外顯能力最為重要，若具備各項能力方能較有機會達成。２.排序前6名之次面向，除連鎖直營為外部性質外，其餘5項均與個人特質有關，特別是問題解決能力、溝通協調能力與情緒智慧更為重要。３.良好的公司能提供較好的教育訓練與資訊科技應用工具，若能依附在制度良好的公司，加上個人的努力，業績必然相當可觀。

Due to the onset of the U.S.-China trade war in 2018 and the effects of COVID-19, Taiwanese enterprises have returned to Taiwan. In this environment, the operating performance of the real estate agent industry has improved significantly. In comparison to the past, the number of million-dollar and annual ten-million-dollar brokers has increased dramatically. However, ten-million-dollar brokers remain exceedingly challenging for the majority of practitioners. Consequently, the purpose of this study is to construct a systematic and objective method suitable for the development model of ten-million-dollar real estate brokers. First, through the literature review, the factors that influence the broker's performance (commission) would be aggregated to serve as the foundation for the focus group interview. Furthermore, the Analytic Hierarchy Process (AHP) questionnaire survey is implemented. According to research findings:
1.Implicit characteristics and explicit capabilities are the most significant of the five primary factors. Brokers must be prepared and balanced in all aspects for a greater probability of success.
2.AHP has evaluated the top six weighted sub-divisions, with the exception of the direct chain operation, whichis external; the remaining five sub-divisions are related to personal characteristics, with problem-solving ability, communication, coordination ability, and emotional intelligence ranking higher in the top three.
3.An real estate broker attach to a company with good training and technology appliance systems, coupled with personal efforts, would have high performance.