最新熱門關鍵字:  創意    管理  成功  
單期簡介
租張辦公桌搞創業
RE/MAX全公司都是老闆,所以創造出全球最大房地產仲介品牌!
2005-06-16 /  5559  0
收藏本期
 網路版長訂優惠



構築夢想

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

The Formation of the Dream

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

關鍵思惟


「打從一開始,我的夢想就是創辦全世界最好、最大的房地產經銷網絡,一個讓所有人──客戶、經紀人、業主、員工,都成為贏家的組織。雖然歷經30多年,但這個夢想終於成真了。」──大衛.李尼傑 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Key Thoughts


“From the beginning, my dream was to grow the best and the largest real estate network in the world, an organization where everybody wins—our customers, our agents, our owners, our employees, everybody. It took more than 30 years, but that dream has become a reality." — Dave Liniger 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

1972年秋,大衛.李尼傑在科羅拉多州丹佛市最大的房地產公司擔任銷售員,他向老闆提出一個構想:他想要開一家新的房地產公司,不遵循現有產業結構,而改採一種全新的營運模式。更明確地說,李尼傑認為,現有房地產業習慣上和銷售員五五分帳的佣金制度是有缺陷的,他希望開辦一家新房地產公司,銷售員可以保有全數佣金,只須每個月繳給公司固定費用。不出所料,李尼傑的構想被老闆斥為不切實際。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
In the fall of 1972, Dave Liniger was a real estate salesman working for the largest real estate company in Denver, Colorado. He approached his boss with an idea—he wanted to start a new real estate company that would get away from the way the industry was structured and introduce a new business model altogether. Specifically, Liniger suggested the industry practice of real estate firms keeping 50 percent of the commissions earned by their salesmen was flawed. He wanted to start a new firm where the real estate salesman would keep 100 percent of the commission and pay the firm a set monthly fee instead. Not surprisingly, Liniger's boss dismissed the idea as unrealistic. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
當時李尼傑雖然才二十五、六歲,但已經在房地產界有很好的成績。他從大學輟學,加入美國空軍參與越戰。婚後,有3個小孩要養的李尼傑,在進入房地產業當銷售員之前,曾經嘗試過幾個不同領域的工作。他踏入這一行完全是個意外,當初他考取房地產經紀人執照,其實是為了替朋友購買一些待修的廉價房屋。等李尼傑他開始賣那些房子時,他發現自己對銷售房地產頗有些天份,於是決定在這個行業放手一試。一開始很困難,但因為他很喜歡這份工作,所以就堅持了下來,而且愈做愈順手。不過,這個產業還是有一件事令他始終想不透。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
Although he was only in his mid-twenties, Liniger was already well established within the real estate industry. He had dropped out of college and gone to Vietnam with the U. S. Air Force. Now married and with three children to support, Liniger had tried a few different fields before getting into selling real estate. Even then, he had actually obtained his real estate license by accident so that he could buy some fixer-uppers for his friends. When he came to sell those houses, he discovered he had a knack for selling real estate and so had decided to give it a try. It was hard going at first, but Liniger stuck with it because he enjoyed the work. He had gradually got better and better at selling real estate. But there was still one thing about the industry that struck him as odd. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

關鍵思惟


「過去幾年來,李尼傑一方面學習如何賣房子,然後晉升為銷售高手、同時替幾家房地產公司工作,一方面也密切觀察這個產業。幾乎所有房地產公司都採取相同的模式──仲介佣金收入由房地產公司和經紀人五五拆帳。對大多數經紀人來說,這套方法沒什麼不對,但是,一旦你真正了解你是把靠著自己挖掘的顧客、努力工作以及銷售能力賺來的收入,平白分一半給對你貢獻不大的房地產公司時,就不是這麼回事了。李尼傑知道,房地產經紀人和所有有創業精神的人一樣,都希望盡可能賺最多錢,不過金錢並不是他們唯一的動力。他們希望擁有能幫助他們成功的工具,也希望擁有獨立自主的空間,可以讓自己充分掌握銷售機會。傳統房地產公司並不關心經紀人追求成長與成功的需求,只在乎抽取那50%的佣金,並且盡可能用最少的氣力賺到佣金。」──菲爾.哈金斯&凱斯.賀利罕 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Key Thoughts


“For the past few years, while Liniger was learning how to sell, then selling at top levels, and working for several different real estate firms, he had also been watching the industry closely. Almost every firm operated under the same model—they kept 50 percent and the agent got 50 percent of the commission earned. For most agents, this seemed fine until you realized you were handing over half your income—income produced by your leads, your hard work, and your sales ability—to a firm that really wasn't giving you that much in return. Liniger knew that real estate agents, like all people with entrepreneurial inclina-tions, did indeed want to earn as much money as possible; nev-ertheless they weren't motivated only by money. They wanted the tools to succeed and the independence and freedom to make the most of the opportunities available to them. The traditional real estate firm didn't care about a real estate agent's need for growth and success. It only worried about that 50 percent cut and did as little as possible to earn it." — Phil Harkins and Keith Hollihan 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

李傑尼留意到,房地產業有時會採用另一種營運模式。這個概念被戲稱為「租用辦公桌」,自由經紀人以靠行方式隸屬某家房地產公司,公司則提供經紀人作業上部分的支援服務和經紀執照,但從來沒有人把這個概念應用在績優公司。李尼傑曾經試圖引起老闆的興趣執行他的構想,但是老闆認為太過冒險,寧願維持現狀。事實上,大家認為李尼傑的構想太過天真、不可行,讓他備感挫折。顯然沒有人喜歡李尼傑的構想,也沒有人像他那麼熱切相信他的夢想,因此,他辭掉工作去創業。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
Liniger noted that there was one alternative business model that was sometimes used in this industry. Derisively called the “rent-a-desk” concept, freelance agents worked under the banner of a firm that provided some support services and a brokerage license. Nobody had ever taken that idea and applied it to a blue chip that which had a strong reputation in the marketplace, panache, good training programs and quality control systems. Liniger tried to interest his boss in running with his idea, but his boss thought it was too risky, preferring instead the status quo. In fact, Liniger's idea was described as being naive and unworkable—which frustrated Liniger still further. It was clear that nobody else liked Liniger's idea, or believed in his dream as passionately as he did, so Liniger quit to start his own company. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

關鍵思惟


「短期來看,佣金五五拆帳的制度對房地產公司有利,但是長期來看卻有害,因為經紀人從公司那裡得不到什麼回報,總是很快就會求去。李尼傑知道,客戶是向經紀人買房子,而不是向公司,但他仍然喜歡地位穩固的公司老練的經驗與形象,他也了解公司的訓練、支援制度、品牌和市場知名度的價值。但是,他忍不住懷念起早期在「租用辦公桌」靠行模式下工作的日子。有一天,李傑尼坐在小餐館裡喝著咖啡,思考「租用辦公桌」的概念為什麼會吸引人,突然頓悟,他看到一個更完整的構想。答案並不是哪個概念比較好、哪個比較差,而是要把兩者結合起來。如果有一家公司能結合績優公司的商譽、專業、老練經驗,以及「租用辦公桌」靠行模式的創業精神,那麼這家公司將會所向披靡;經紀人會受到金錢上的激勵,又可以獲得健全的訓練,並且可以自由追求成功與成長;購屋者可以獲得經紀人更專業的服務以及更長期的保證,因而大大受惠。同時,由於這種模式會吸引經紀人蜂擁投效,所以房地產公司的生意也會有驚人的成長。」──菲爾.哈金斯&凱斯.賀利罕 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Key Thoughts


“The 50 percent commission system was good for firms in the short run but was a long-term detriment. Because agents got so little in return, they were always halfway out the door. Liniger knew that his customers were buying houses from him, not from the firm. He still liked the sophistication and image of an estab lished firm and he understood the value of its training, support systems, brand name and market presence. But he couldn't help looking back on his early days at a‘rent-a-desk'operation with a kind of nostalgic longing. Sitting in a diner over coffee, think ing about what made the rent-a-desk concept appealing, he sud denly glimpsed the larger picture. The answer was not one idea over another; it was a hybrid of the two. If a company could combine the blue-chip reputation, professionalism and sophis tication of a blue-chip company with the entrepreneurial empowerment of a rent-a-desk operation, it would be unstop pable. The agents would be motivated financially, supported by great training, and free to thrive and grow. The home buyer would benefit tremendously from the more professional service and the longer-term sense of commitment. And the broker's busi ness would grow exponentially as well, as agents flocked to his winning operation." — Phil Harkins and Keith Hollihan 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

4
幸好,李尼傑已經打好自立門戶、嘗試新模式的好基礎。這時的他已經存了一些錢,擁有幾棟房子,而且他知道在成立自己公司的同時,也能以房地產自由經紀人的身分賺錢養家。1973年初,業界開始傳出風聲,李尼傑打算自立門戶了,這個消息讓他的創業之路更加順利些。因為李尼傑是業界公認的明日之星,因此有些人有興趣未來能與他共事。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
Fortunately, Dave Liniger was in a good position to branch out on his own and try something new. He had saved some money and owned a few houses by this stage. Also, he knew that he could always work as a freelance real estate agent to look after his family while building his new company. And to make things easier, word got around the real-estate community in early 1973 that Liniger was leaving to do his own thing. Since Liniger had been considered a rising star in this industry, there were a few people who were interested in working with him in the future. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
首先和李尼傑接觸的是偉德特地產發展公司的高層,這家公司當時正在丹佛市郊開發一座滑雪場,他們詢問李尼傑是否願意擔任他們的業務經理,李尼傑婉拒了,但立刻轉向他們推銷他的新創業構想。偉德特高層聽了李尼傑的構想後,邀請李尼傑進一步詳談細節。李尼傑和偉德特四位後臺股東會面時,立刻就和他們產生了共鳴,因為這四個人和他一樣,都當過軍人,並且在房地產界有些成就。這些投資人很喜歡李尼傑以及他所散發的活力,建議李尼傑跟他們合夥,偉德特會提供他數十萬美元的創業資金,並且以他們正在進行的土地開發案20%的股份,換取李尼傑即將創辦的公司80%的股權。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
Among of the first to contact Liniger were the principals of a land development company called Weydert. Their company was developing a ski area outside Denver and they asked whether Liniger would consider becoming their sales manager. Liniger declined the offer but didn't hesitate to pitch his new venture to them instead. They listened and invited Liniger to discuss his new venture in more detail. When Liniger met with the four investors behind Weydert, he felt an instant empathy with them. Like him, they were all ex-military men with an established track record in property development. The investors, for their part, liked Dave Liniger and the energy he created. They suggested that Liniger join with them. Weydert would give Liniger a few hundred thousand dollars in start-up money and 20 percent of all the land development projects they had underway in exchange for an 80 percent stake in the company Liniger was going to create. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。



以下內容僅限《大師輕鬆讀》網路版訂戶瀏覽。
若您已購買方案,請登入瀏覽。