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Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

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Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

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Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

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Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82
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  转自:北京商报

  当“甲方”与“乙方”的身份逆转,一张房产中介的“考核清单”,将银行推至舆论的风口浪尖。近日,网络热传的一张照片里,房产中介站上考核席,从客户满意度、批贷时效、放贷时效等指标对客户经理打分。这背后,是房地产市场深度调整下的博弈,近年来,购房者观望情绪浓重,新房、二手房交易活跃度不足,银行房贷业务量缩水,而房产中介凭借房源与客户流量优势,从昔日的服务方摇身变为资源掌控者。在这场优质资产的争夺中,银行如何在迎合中介需求与坚守风控底线间寻找平衡?又该如何突破客户荒困境,挖掘新的业务增长点?

  中介给客户经理打分

  最近,一张房产中介开会的照片在网上广泛流传,照片中,房产中介展示了合作的银行分支机构和客户经理驻点合作标准。

  其中,最为引人注目的是一张客户经理评价体系规则,北京商报记者注意到,这则评价体系涵盖多维度指标,服务效率一级权重量为80%,包含滚动90天签单量、滚动90天批贷时效、滚动90天放贷时效,也有客户经理满意度、面签发起率等指标。

  “为了争夺有限的业务资源,银行不得不付出更多成本迎合房产中介需求。”一位信贷部门人士点评称,从市场环境来看,房地产市场的持续调整使得购房者观望情绪浓厚,新房和二手房交易活跃度下降。银行的房贷业务量随之减少,而房产中介凭借掌握的房源信息和客户流量,在交易中的话语权逐渐增强。现阶段,银行急需通过与中介合作获取更多房贷业务,以维持业务规模和收益。

  有银行个贷人士透露,从北京地区的情况来看,目前还未出现房产中介给客户经理打分的情况,但在行业竞争下,房产中介确实对银行的服务效率、贷款额度等方面都提出了要求。

  上海易居房地产研究院副院长严跃进指出,从银行“述职”房产中介这一现象可以看出,在房地产相关业务中,传统上由银行主导的局面正在发生显著变化。以往,银行在房屋贷款等领域占据主导地位,而房产中介机构则更多的作为服务提供方,围绕银行的需求展开工作。然而,随着市场竞争加剧、银行对优质客户资源的竞争日益激烈,以及信贷政策的调整,银行寻找和吸引潜在客户的难度不断增大。房产中介凭借直接接触大量购房客户的优势,成为了银行获取客户的重要渠道之一。面对这样的市场环境,银行不得不更加积极主动地与房产中介合作,增强对房产中介渠道的依赖性。这种转变不仅反映了市场供需关系的变化,也体现了金融机构在适应市场环境变化方面的灵活性和策略调整能力。

  客户荒与风控挑战

  曾几何时,银行牢牢掌控着资金命脉,在金融行业处于优势地位。在房贷业务领域,更是占据着绝对的主导权。

  然而,随着房地产市场的调整、市场供需关系的变化,购房者持币观望情绪浓厚,新房和二手房交易活跃度降低,在这样的背景下,房产中介掌握大量房源信息和客户流量,在房贷业务中的话语权逐渐增强。

  一些大型房产中介平台通过整合资源,形成了规模效应,在某些地区形成了垄断地位。为了维持业务规模和收益,银行也开始接受房产中介提出的各种合作条件和考核要求。

  “贷款额度方面,房产中介期望银行能够尽可能提高单笔贷款金额上限,以满足客户的购房资金需求。针对一些房产项目,房产中介希望银行能够提供灵活的额度调整政策,根据项目的销售情况和市场需求动态调整贷款额度。”上述银行个贷人士说道。

  以前是房产中介求着银行早点放贷,现在是银行求着房产中介多推客源。

  在严跃进看来,目前,银行开展房贷业务最大的挑战是有充足的资金却缺乏足够的客户来发放贷款。同时,政策对金融创新的监管趋严,银行难以通过产品创新满足客户多样化需求,在市场竞争中缺乏差异化优势,进一步加剧了展业难度。在业务竞争压力下,银行面临风控与业务增长的两难抉择。部分房产中介为促成交易,往往推荐资质存在瑕疵的客户,而银行若坚持严格风控标准,可能导致业务量流失;若放松审核,又会增加不良贷款风险,如何在两者间找到平衡点成为巨大挑战。

  改善型需求将成新增长点

  多重因素叠加之下,房贷业务规模下滑已然成为行业常态,从年报数据可见一斑,截至2024年,国有大行中,工商银行、建设银行、农业银行个人住房贷款余额分别为6.08万亿元、6.25万亿元、4.98万亿元,一年内分别减少了2052.88亿元、1988.36亿元、1862.3亿元,中国银行住房抵押贷款余额也出现下滑。不过,也有国有银行呈现增长态势,交通银行个人住房贷款则较上年末增加39.7亿元,增幅0.27%,邮储银行住房贷款净增441.55亿元。

  股份制银行阵营也呈现分化局面,截至2024年,光大银行个人住房按揭贷款余额下滑13.95亿元至5827.04亿元。不过,民生银行、平安银行、浦发银行等银行个人房贷余额则出现了上涨,招商银行在一、二线城市新发放的个人住房贷款额占该行个人住房贷款新发放总额的91.3%,同比上升1.05个百分点;在一、二线城市的个人住房贷款期末余额占该行个人住房贷款期末余额的87.63%,较上年末上升0.59个百分点。

  尽管行业面临增速放缓的压力,但房贷业务依旧是银行兵家必争之地。在2024年业绩发布会上,建设银行副行长纪志宏表示,“当前居民的住房需求正在日趋多元化,在满足有房住的基础上,还追求住好房,改善性需求持续增长,住房交易的方式也日益多元化,以旧换新、带押过户这些情况明显增多,建设银行将继续优质服务,围绕客户买新房,换好房多样化的住房需求、住房交易方式的变化,提供更加便利的服务,全面支持居民刚性和改善性住房需求”。北京银行零售业务总监李建营表示,随着一系列稳房市政策的出台,北京银行新增房贷业务量明显上升,扭转了此前房贷下降的趋势。

  产业经济资深研究人士王剑辉认为,房地产市场受政策影响显著,银行需密切关注宏观经济政策、房地产调控政策以及金融监管政策的动态变化。当政策鼓励住房消费时,银行可适时放宽房贷政策刺激房贷需求。同时,响应国家关于保障性住房建设、城市更新等政策导向,加大对相关领域的信贷支持力度。例如,为保障性住房项目提供专项贷款,同时拓展银行房贷业务的新增长点。

  “房地产市场目前正处于止跌回稳的过程中,并且总体表现良好,在此基础上,银行需要持续努力,推动市场的平稳健康发展。结合当前良好的市场形势,应把握住购房者活跃的机会,提供更多的支持措施来促进购房需求。从产品结构上来讲,改善型户型的表现尤为突出。针对这类改善性需求,应当围绕这些户型提供更多样化的金融服务,以满足不同消费者的需求。”严跃进如是说道。

  北京商报记者宋亦桐

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