From bidding to transaction completion takes an average of two hours, Beijing Lianjia is expanding its "sincere selling" pilot program.

On May 19, Beike Group (02423) released its financial report for the first quarter of 2026. The report showed that the second-hand transaction volume on Beike platform increased by 12% year-on-year, and in March, the monthly transaction volume reached a historical high, achieving a 21% year-on-year growth, confirming a mild recovery in the real estate market. In March of this year, Beijing Lianjia launched a pilot program called "Sincere Sale," and within less than a month, 5 properties were sold, which has already led to the liquidation of multiple properties. In a market where both buyers and sellers demand higher transaction efficiency, the previously well-received "Sincere Sale" pilot program will be expanded from areas like Chaoyang Park, Deshengmenwai, Financial Street Holdings, to hotspots like Beijing Centergate Technologies, Wudaokou, Changying, Dingfuzhuang, and Chegongzhuang, with 60 high-quality properties being gradually introduced. In the latest transaction, a property in the Wudaokou area received customer applications just two days after being listed on May 18. From application to mutual agreement between buyer and seller, it only took 50 minutes, thanks to efficient matching of properties, sincere customers, and clear price expectations. Beijing Lianjia revealed that once customers reach a price agreement with the owner online, the offline signing process usually takes less than two hours; compared to traditional offline haggling, this increases transaction decision efficiency. Many customers and agents praised this as "efficient." The expanded "Sincere Sale" pilot program also incorporates suggestions from multiple consumers, optimizing a transaction process: the 50,000 yuan deposit paid by the buyer can be directly converted into a down payment to the owner upon signing, thus simplifying the transaction process and increasing convenience. Peng Yongdong, co-founder, chairman, and CEO of Beike, stated during the first quarter earnings call, that the core logic of "Sincere Sale" is to compress transactions into a clear window: owners pay a deposit, properties are promoted, customers bid online, and everyone knows they need to make a decision in a few days. Buyers seize the opportunity, and sellers quickly get certainty. This model does not rely solely on price reduction or back-and-forth bargaining, but on bringing together real owners, genuine customers, and service providers who truly understand the market dynamics. A representative transaction in the Desheng area is illustrative. The property, originally a residential unit, had some tenants operating offices in the past, leading to misunderstandings about its ownership status. Traditionally, this would require agents to explain, show, and mediate repeatedly. The seller, Ms. Wang, was concerned about finalizing the sale by the end of the month: "I have a very clear timeframe for selling this time. If I can get a result within a week, I'm willing to sacrifice some price for efficiency and certainty. After the agent explained the rules of 'Sincere Sale,' I quickly agreed." The buyer of this property was initially not a top contender, but after understanding the rules and deadlines, they made an online offer on the second day of viewing. The first offer reached the seller's bottom line, reaching an agreement quickly: "When I saw a property I liked, I wanted to seize the opportunity. With 'Sincere Sale,' there's no need to guess prices back and forth; a single offer sealed the deal, making the whole process worry-free." The "Sincere Sale" model is also creating a ripple effect. Yang Dawei, Customer Director of Beijing Lianjia's Financial Street Holdings district, revealed, "We also closed a deal using 'Sincere Sale' in our district, and afterwards, other homeowners in the same area saw the quick sales and actively inquired about listing conditions." However, not all properties are suitable for "Sincere Sale." According to feedback from the pilot program, Beijing Lianjia agents have clear selection criteria for properties: clear property rights, high customer interest, an owner's clear intention to sell, and prices that meet market expectations. This not only helps owners quickly match with sincere customers, but also helps buyers access real properties for sale. Officials at Beijing Lianjia stated that the goal of the pilot program for "Sincere Sale" is not to achieve scale, but to provide precise service to buyers and sellers who prioritize transaction efficiency and certainty. It also allows agents to focus more on providing value-added services like market analysis and property matching, rather than traditional price negotiations. Jiang Shaojie, Customer Manager at the Beijing Lianjia Sunshine Lijing Beiyuan store, revealed, "The bargaining process has become more efficient, with a lot less ineffective back-and-forth communication. We can now spend more time helping clients analyze properties and market conditions, and the satisfaction of both buyers and sellers has increased."