Zillow暴雷——一个资本被韭菜们收割的故事_老虎社区_美港股上老虎

Zillow暴雷——一个资本被韭菜们收割的故事

智通财经网2021-11-04

美国最著名的地产高科技公司Zillow暴雷了! 11月2日，Zillow宣布退出之前被华尔街广泛看好的 “炒房” 业务(iBuyer)，当日内Zillow股价暴跌超过10%，然后11月3日开盘再次下跌17.5%。而就在短短几个月前，Zillow股价最高到达过$208，现在仅剩下$70！受到Zillow影响，同样做iBuyer业务的Opendoor，股价也大幅跳水，一日之内下跌了15%。曾经被...

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朱大哥
·2021-11-05
只要遇到一波房價下跌，這種公司就會破產
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挣点零花钱
·2021-11-05
写的很有意思。解析的深入浅出。
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JackJiang
·2021-11-05
👍
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唐振勇
·2021-11-05
翻了10倍。现在还没有跌回去呢。跌到20再说。
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A_Isopod
·2021-11-04
韭菜们认真的吗？[抠鼻]
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1
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行天下639800
·2021-11-04
野蛮扩张，人心不足，新形势下的次贷危机。
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- Youn7276:
  好
  2021-11-05
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黑神话财神爷
·2021-11-04
爆吧
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2
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嘞撸虎7
·2021-11-04
阅
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1
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快乐玩美股
·2021-11-04
[财迷]
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2
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RomySKT
·2021-11-04
[微笑]
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4
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- kimxuan:
  [微笑]
  2021-11-04
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- 快乐玩美股:
  [财迷]
  2021-11-04
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- RomySKT:
  [微笑]
  2021-11-04
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house，不用showing\n\n但是很快就有主流媒体开始报道这个现象，并且警告屋主们要小心，因为这很可能是一个“骗局“。\n媒体经过调查发现，这些所谓的“投资人”，往往只报给卖家大约市场价的70%-80%甚至更低的价格。\n这些“投资人”一般会选择那些比较老的社区，比如在多伦多那些midtown的老城区。因为那里有很多单身的老人，他们平时不会很关心房价，并不了解市场的具体情况，而且很多老人也为了省心，想到不用维修就可以卖房子，于是就以非常低的价格把房子卖给了这些“投资人“。\n而这些”投资人“买到房子后，给房子稍作装修，迅速以高于买入价20%-30%甚至更高的价格把房子卖出!\n很多老人在看到房子重新卖掉的价格后，才大呼上当，但是也于事无补了。\n简单说，要想靠这种方法赚钱，主要是两个途径：\n1、 尽量低于市场价，利用信息不对称，从不了解市场的买家手里低价买入房子\n2、 希望市场价格能够高速增长，这样能够以更高的价格卖出\n二、iBuyer模式的起源\n互联网房地产业，在2014年开启了一种全新的赚钱模式——iBuyer!\n创始人Eric Wu是个深谙互联网金融玩法的人。他曾经创立过另外一家地产数据公司Movity，并且成功卖给了Zillow的竞争对手Trulia，获得了第一桶金。\n他很可能受到了黄色小纸条的启发，决心把黄色小纸条带到华尔街。当然他深知把黄色小纸条直接带到华尔街，逼格显然是不够的。\n所以一顿操作猛如虎，把各种互联网概念加到了这个传统的“炒房”模式上，并且把“i“加到”buying“或者”buyer“前面，立刻变得高大上起来。\n\n然而归根到底，他们要说服买家不通过传统渠道卖房子，就要列出他们的优势。总结下来就是：\n1、不通过经纪，不需要支付任何经纪费用(但是他们会收一笔8%-20%的service fee)\n2、不需要维修房子，sold “as is” (但是iBuyer公司会收一笔之后他们维修的费用从卖家那里)\n3、没有open house，不用showing\n这几条怎么感觉看着这么眼熟?\n三、Zillow入局，iBuyer行业迎来春天\n虽然Opendoor在2014年就创立，但是一直也经营的不温不火。毕竟这个模式从赚钱逻辑上有很严重的缺陷：\n1、 相对于传统房地产买卖，iBuyer模式无形中增加了一次交易(需要转手两次)，因此大大增加了交易的成本。\n在美国，一般来说一次房地产交易的成本，即使不考虑经纪费用，仍然有房价2%-3%的交易成本。那么这个成本是谁来承担?最终吃亏的还是终端的买家和卖家。\n2、 黄色小纸条模式之所以能赚钱，是因为利用了信息不对称，可是互联网企业往往给客户提供大量的数据来吸引流量，所以严重的信息不对称是不存在的，iBuyer公司也就很难找到愿意低价卖房的人。\n3、 互联网公司要获得高估值，就需要快速扩张。而上面一条已经说了，因为互联网公司的特性，本来找到“傻子“的难度已经很大了，现在还需要找到“大量的傻子“。于是就出现“骗子太多，傻子明显不够用了”的窘境!\n幸运的是，上面也分析过，黄色小纸条模式有两个赚钱途径，既然第一个找“傻子”的途径走不下去，那还可以靠“市场价格高速增长”这个途径。\n下图是过去20多年美国房价在调整过通胀后的走势(Case-Shiller Home Price Index)：\n\n可以看到，自从2014年iBuyer模式创立开始，美国的房价就一直在高速上涨。\n这就满足了黄色小纸条模式赚钱的第二条途径。于是急于通过提高营收来抬高股价的Zillow，就将目光投向了iBuyer市场，在2018年强势入局，开启了自己的iBuyer业务——Zillow Offers。\nZillow也不是空手而来，凭借其多年来积累强大的AI定价技术，直接把行业带上了新高度!\n有趣的是，Zillow入局的最大受益者，莫过于其竞争对手Opendoor了。\n借着Zillow的强大人气，Opendoor于2018年成功融资4亿美金，又在2019年再融3亿，公司估值直接上升到38亿美金，并最终于2020年末成功上市。\n四、猎人成为猎物，资本反被韭菜们割了\n在Zillow入局iBuyer业务的同时，公司的创始人Rich Barton也重新回到CEO的位置，带领公司全力拓展iBuyer业务。\n他们给自己制定了一个激进的目标，要在2024年实现每个月购买5000套美国的物业，并且大量扩招员工。\n这样的扩张，使Zillow的“营业额“大幅增加：在暴雷前的第三季度，Zillow的营业额同比增长超过500%。\n这种增长，导致公司的股价快速飙升，从2020年初到2021年初的，公司的股价从$20多美金，飙升到$208美金，1年翻了10倍!让管理层和股民们迎来了一波又一波的高潮。\n\n而这种“成功”让Zillow公司从上到下都充满了自信。随着COVID-19疫情在美国的肆虐，美国政府实施了前所未有的货币宽松政策，这让美国的房市在疫情后快速上涨，也使得Zillow的iBuyer业务受益匪浅。\n然而，在表面的歌舞升平下，一场前所未有的危机也开始酝酿。\nZillow看家的“本领”就是他们引以为豪的AI定价技术——Zestimate。通过多年的不断进化，这个AI定价技术，甚至可以把估价的误差缩小到5%以内。\n不过随着美国房价的不断疯狂上涨，这个AI模型也出现了问题：很多业内人士和卖家发现Zestimate往往会给出高于合理市场价格的评估，也就是说AI模型在定价上有点“超前了”。\n在2018年之前，当Zestimate出现偏差的时候，地产经纪们往往只是嗤之以鼻，告诉客户要以市场的实际成交为准。而且在房子最后成交后，事实也经常能证明专业的地产经纪的估价比Zestimate更准确。\n但是2018年以后，Zillow进入了iBuyer业务，也就是说，一旦Zestimate给出了估值，那么Zellow Offers就可能出给卖家这个价格的offer。\n这就形成了一个自证预言(self-fulfilling prophecy)：Zestimate的高估值，直接变成了市场成交价格，然后Zillow就会以更高的价格list到市场，继续推高市场价格。\n既然Zillow Offers和类似的Opendoor可以提供更高的价格给卖家，那么很多卖家更愿意选择卖给iBuyer。\n当然，由于Zillow和Opendoor会收取很高昂的服务费(8%-20%)，扣掉这个费用后到卖家手中的钱可能低于传统通过经纪卖房子，所以并不是所有房子都卖给了Zillow和Opendoor。不过，还是有相当多的房子高价卖给了Zillow。\n而随着第三季度美国房地产市场价格的增长放缓，Zillow的问题出现了。\n他们的AI定价模型太超前，高估了市场价格的增长速度，于是他们高价买入的房子，无法售出，最后竟然大部分低于买入价售出。\n要知道，即使他们用买入价原价售出，都要损失掉交易成本这部分，现在还要低于买入价售出，这就造成了巨大的亏损。\n在第三季度，Zillow一共卖出了3032套房屋，而根据财报，Zillow的iBuyer业务第三季度亏损是3.8亿美金。这样算下来，平均每套房子，Zillow亏损了超过12万美金!这是妥妥的资本被韭菜们的反向收割了!\n五、结语\n在11月2日的采访中，Zillow的创始人兼CEO Rich Barton解释说，房地产市场的价格波动比Zillow管理层原先预计的高很多，AI定价因此出了问题，所以公司决定停止Zillow 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