Beike (02423) provides millions of subsidies for renting in Chengdu, exempting recent graduates from renting deposits, moving and cleaning fees.

For many college graduates, renting a house is their first lesson in independent living. The traditional long-term rental market is filled with information asymmetry, fake listings, and disputes, often causing young people's "first time renting" to be accompanied by stress and anxiety. Ensuring that young people can afford housing and live safely has become a key issue for retaining urban talent. In response to this pain point during the graduation season, on June 30th, Beike (02423) launched its Heartland Rent service in Chengdu, holding a press conference to analyze common risk scenarios for graduates renting houses and discuss how to protect "rental novices", and introduced the new "483 Quality Service System". "This is the largest restructuring and upgrade of our service system in the past five years since Beike Heartland Rent landed in Chengdu," said Liu Li, General Manager of Beike Heartland Rent in the Southwest region, at the event, indicating that Beike will provide greater certainty in service guarantees to tenants and landlords. At the same time, Beike Heartland Rent launched the "Youth Housing Subsidy Activity" at the event, targeting graduates from 2024 to 2026, offering benefits such as zero deposit and discounted service fees as part of a housing package, providing high certainty in service guarantees and financial support to ease the burden for young people living in Chengdu. The "first-time rental" account book For young newcomers to the workforce, the financial pressure of upfront payments such as "one month deposit and three months rent" and agency fees is the biggest financial burden they face when renting for the first time. The core purpose of the "Youth Housing Subsidy Activity" launched at the event is to reduce the burden for graduates. According to the information released at the event, Beike Heartland Rent in Chengdu has introduced unprecedented discounts for the graduation season: using the "zero deposit, monthly payment" benefit to alleviate initial cash flow pressure, reducing the cost of service fees, and providing moving and cleaning vouchers, making the process of renting the first house in life "stress-free from the start". A comparison of two sets of data revealed the value of this multi-million subsidy. One is the "lowering of barriers" brought about by the leasing model, significantly reducing the initial funding requirements for renting the first time. Taking a monthly rent of 2000 yuan as an example, in the traditional model, the requirement of "one month deposit and three months rent" means an upfront payment of 8000 yuan, plus an additional 1000-2000 yuan in agency fees, requiring nearly 10,000 yuan before moving in; whereas in the Heartland Rent model, thanks to the "zero deposit, monthly payment" channel, graduates only need to pay 2000 yuan for the first month's rent and monthly service fees to easily move in with a nearly 80% lower upfront payment. The second is the "direct reduction of costs" brought about by the multi-million subsidy, resulting in a significant reduction in the overall essential expenses. Using the same housing example, in the conventional model, there is an annual service fee of 2400 yuan (paid monthly), plus a waiver fee (19.9 yuan), as well as moving and cleaning fees (each priced at 99 yuan), resulting in a total annual cost of 2618 yuan. With the start of the Youth Housing Subsidy Plan, the waiver fee purchase cost is directly set to zero by the platform, while also providing a one-time moving and cleaning service. The annual service fee for the apartment is directly reduced to 1680 yuan. This increase and decrease can save graduates at least 938 yuan in cash expenses. A responsible person from Beike Heartland Rent in Chengdu stated at the event that this year marks the fifth year of the "New Youth Plan", and the released subsidy is the largest in nearly five years. It is reported that this targeted support activity will continue until September 30 this year, with the aim of providing certainty to accompany young people in the city more "stress-free" integration. Enhanced services If the "zero deposit, monthly payment" and million-dollar subsidies reduce the threshold for young people moving into Chengdu, then the introduction of the "483 service system" represents a structural reshaping by Beike for non-standard rentals. Facing the industry pain point of difficult implementation of decentralized property services, Beike transforms potential risks into quality guarantees in black and white. "Rent with peace of mind, compensation for false listings", "Service with peace of mind, compensation for dissatisfaction", "Live safely, compensable in advance", "Refunds upon lease expiration, credited in 3 days" are the new peace of mind service commitments announced at this upgrade. Among the "4 major peace of mind commitments", the "compensation for false listings" targets fraudulent practices; the self-penalty mechanism of "refund credited in 3 days, daily compensation for extension" combined with up to 600,000 yuan in security funds completely eliminates concerns young people may have about deposit deductions and living safety. The "8 service rights" for tenants cover various service points - move-in delivery, safety checks, personalized butler service, smart door locks, zero deposit monthly payment, maintenance guarantees, worry-free re-renting, and reduced subletting. This service upgrade specifically standardizes touchpoints such as "zero deposit monthly payment, worry-free re-renting, personalized butler service", and through a rapid response mechanism of "emergency response within 30 minutes, on-site within 2 hours", it eliminates service blind spots such as "no one responds to repairs, lack of timeliness". Furthermore, in order to accurately match the needs of young people's lifestyles, Beike Heartland Rent provides "3 value-added services" - upgraded personalized cleaning, worry-free broadband, and pet-friendly services, further enriching the scene-based rental ecology. However, at the press conference, some media raised concerns: "Once there are high compensation payouts, can the compensation guarantees of the rental service commitments be implemented? If service disputes arise, will the rights clauses become a public relations gimmick with 'final interpretation rights belonging to the platform'?" In response, a person in charge of Beike Huju Southwest Region admitted, "By providing consumers with enhanced services, making strict commitments to oneself, the confidence comes from the strict execution of service standards and systems behind us. We must carry all uncertainties of the market with the certainty of the platform, internalizing risks and leaving certainty to consumers is the underlying logic of this transformation." "Clearing mines, filling pits" In the roundtable discussion at the event, the focus was not on product terms read verbatim, but on through the experiences of four real tenants, fully showcasing the various "deep pits" that "first-time renters" may fall into. From the perspective of rental market risks, fraud methods upgrading, false listings, and other transaction risks have become the biggest threats. Tenant Liu Hao (pseudonym) once fell victim to a professional second landlord scam, being tricked out of a year's rent by a low-priced "internet-famous house" and a forged property certificate; while tenant Zhao Ying (pseudonym) was lured to see a house by "beautified fake listings" but was charged a viewing fee. To ensure safe living for tenants, transactions are strictly regulated. Beike Heartland Rent has now fully launched the "Preventing Scams by Second Landlords System", automatically triggering alerts for renting more than one property, and forcing manual audits, with every contract undergoing facial recognition comparison in the public security system. Additionally, relying on VR real-time recording ensures that what you see is what you get in the property, and a rule is strictly enforced against charging viewing fees, using technology and systems to secure transactions. In the realm of rental services providing "a thousand rooms, a thousand faces", there are also challenges and traps that cannot be avoided. At the event, tenant Li Wenbo (pseudonym) discussed how his company's sudden cross-district relocation led to a situation where he had to break the contract and was penalized with a deduction of the deposit; while tenant Su Xiao (pseudonym) suffered from allergies after moving in due to the previous tenant hiding a pet. Identifying new issues in rental services and finding new solutions to solve them, Beike Chengdu introduced a dedicated "re-rental rights" during the trial run in May, which relieved 980 users of up to 1 million yuan in costs; similarly, to break the negative cycle of "landlords forbidding pets-tenants secretly keeping pets", Beike launched "pet-friendly rooms" in Chengdu, offering tenants the signing of a "pet ownership commitment" and setting up "pet property damage insurance" dual guarantees to build a pet-friendly new rental ecosystem. In 2026, Beike Heartland Rent will enter its fifth year in Chengdu. As the competitive logic of the housing rental industry shifts from "scale dividends" to "professional service capabilities," the core value of the platform lies in truly delivering "certainty" in services. Lowering the threshold with million-dollar subsidies, providing long-term service guarantees through the "483 service system", Beike Heartland Rent is using this rental experiment in Chengdu to create a more dignified and secure new starting point for young people's "first house in life" in the city.