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加拿大皇家银行称,Zillow的线索分配策略效果不均衡

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-- 加拿大皇家银行资本市场(RBC Capital Markets)周一发布的一份报告指出,Zillow集团(ZG)面临着业绩顶尖经纪人与苦苦挣扎的经纪人之间日益扩大的差距。 RBC发现,Zillow的线索分配系统越来越倾向于规模更大、经验更丰富的团队,整体买家活跃度持平或略有下降,而线索却不成比例地流向了业绩最强的经纪人。报告称,这种动态有利于那些业务量大的经纪人,尤其是那些使用Zillow Home Loans的经纪人,他们的预审批活动和线索转化率依然保持稳定。 报告指出,一些经纪人仍然未能达到Zillow Home Loans的预审批基准,这会影响线索质量,并可能危及他们的Flex或Preferred会员资格。RBC表示,这些压力正在部分经纪人中引发“显著的”抵制情绪。 RBC指出,Zillow的策略虽然在技术上有效,但仍然不符合某些经纪人和客户的需求或运营模式。报告指出,行业趋势的变化,包括更多私人房源上市以及多重上市服务(MLS)规则的演变,似乎不太可能从根本上改变Zillow的竞争地位。 报告称,鉴于宏观经济逆风,预计第二季度业绩指引将与市场预期持平或略低于预期。加拿大皇家银行(RBC)下调了第二季度EBITDA预期,但维持了下半年预期不变。 RBC给予Zillow股票“跑赢大盘”评级,目标价为95美元。第一季度业绩将于5月6日公布。

Price: $44.83, Change: $-0.86, Percent Change: -1.88%

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加拿大皇家银行称,Zillow的线索分配策略效果不均衡 | FINWIRES