Zhongyuan Real Estate - Professional Conduct Assessment of Sales Personnel
Company overview
Zhongyuan Group was founded in 1978 and is headquartered in Hong Kong. It is a large, comprehensive enterprise primarily engaged in real estate brokerage, with business operations spanning property management, surveying and valuation, mortgage brokerage, and asset management, among other areas. The group operates under well-known sub-brands including Zhongyuan Real Estate, Lijia Ge Real Estate, Baoyuan Real Estate, and Sentiplus, with a business network extending across mainland China, Hong Kong, Macau, and multiple overseas countries and regions. Zhongyuan Group consistently upholds integrity as its core value, committed to advancing professionalism and standardization within the real estate services industry, and is widely recognized as a market leader and service benchmark.
Research background
As real estate market competition intensifies, sales floor operations serve as a critical point of client interaction, with the quality and transparency of service directly influencing client trust and transaction efficiency. During recent internal audits, Zhongyuan Group identified several sales personnel engaging in unauthorized price increases, false promises, and information concealment—behavior that has led to client attrition, increased complaints, and adverse impacts on the company's brand image and operational compliance. To gain a deeper understanding of actual sales floor service execution and to develop targeted improvement strategies, the company has commissioned a third-party 'sales floor violation detection' special study.
Research scope
In March 2020, CEIDEA Research was engaged by Zhongyuan Group to conduct undercover investigations at sales floors across multiple key cities. The project employed a 'mystery shopper' approach, simulating the profile of a real homebuyer and engaging directly with frontline sales staff at sales centers. The investigation focused on detecting violations such as false advertising, opaque fee structures, unauthorized price adjustments, manipulation tactics, and deviations from established sales procedures during key stages including property presentation, price negotiation, promotional disclosures, contract explanations, and payment processes. Each interaction was fully documented and compiled into a standardized report format for consistent comparison and archival purposes.
Expected outcomes
The study identified multiple instances of non-compliant sales practices at various sales floors, providing Zhongyuan Group with concrete evidence for a systematic evaluation of service gaps and potential risks at the frontline. By comparing 'violation cases' against 'compliant cases,' the report further uncovered key weaknesses and recurring patterns of misconduct in sales floor management. The final findings will not only support the establishment of clear employee conduct boundaries and disciplinary guidelines, but also provide a solid foundation for Zhongyuan Group to develop a traceable, actionable, and continuously improving sales process management system—ultimately enhancing the standardization of sales floor services, client satisfaction, and the company's overall market credibility.
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