Since launching its "No Cold Calls, Compensation for Disturbance" service commitment in 2024, KE Holdings Inc. (BEKE) has expanded the program to cities including Wuhan, Xi'an, Chengdu, Shenzhen, and Hangzhou. The initiative, developed in collaboration with local brokerage brands, now covers nearly 5,000 stores and 70,000 agents, aiming to establish a new service standard based on respect and trust.

As real estate brokerage services increasingly emphasize professionalism and standardization, consumer tolerance for unsolicited sales calls has significantly declined. In July 2024, Wuhan Lianjia became the first to implement the policy, offering a compensation of 100 yuan per unauthorized call. The rule is integrated into both the KE Holdings and Lianjia apps, allowing users to report violations with one click, ensuring transparency and efficiency in handling complaints.

The initiative has since gained nationwide traction. By September 2024, KE Holdings' Xi'an branch partnered with local brokerages to create a city-wide impact. Other cities like Luoyang and Langfang followed suit, with thousands of stores in Chengdu, Tianjin, Shenzhen, Chongqing, Hangzhou, Guangzhou, and Foshan adopting the policy.

To ensure compliance, KE Holdings has established strict internal monitoring and rapid response mechanisms, achieving a 100% compensation fulfillment rate for valid complaints. The company plans to expand the program to Zhengzhou, Jinan, Shenyang, Dalian, and Kunming.

This initiative aligns with KE Holdings' broader "True Protection" service upgrade, which enhances consumer safeguards in areas like authentic listings, payment security, refundable commissions, privacy protection, and quality guarantees. The "No Cold Calls" policy reflects the company's commitment to prioritizing consumer interests.

In related news, Beijing Lianjia recently co-hosted a charity run at Wenyu River Park, attracting over 500 participants. As the official residential service partner for the 2025 Beijing Marathon, Lianjia aims to promote community fitness through its 110 running clubs, which have organized more than 4,500 community runs serving over 40,000 participants.