[Real Estate AtoZ]
Launch of "KAR Media Promotion Team"... "We Will Actively Respond to Misinformation"
Although They Assert "No Special Reason"... The "Field Visit Fee" Controversy Appears to Be the Direct Cause
Institutionalization of Field Visit Fee Still in Early Stages... "Starting with Public Discussion Procedures"
The Korea Association of Certified Realtors (Han Gong Hyup), which has recently been at the center of controversy over the introduction of "field visit fees," has established a new organization for external communication. The official purpose is to correct misunderstandings about the real estate brokerage industry, but some analysts believe it will serve as a channel for responding to public opinion regarding the introduction of the field visit fee.
On the 24th, Han Gong Hyup announced that it had officially launched the "KAR Media Promotion Team" and completely revamped its media response system. KAR is the association's English abbreviation. The promotion team consists of 10 current and former executives who are experienced in media interviews and external activities. Participants include Jo Jin-ho, the 13th Vice President, Park Byung-kyu, Chairman of the Guidance and Supervision Committee, and Shin Sun-mi, President of the Gangwon Province Branch.
The promotion team will respond to media inquiries in real time and address inaccurate reports. It will also establish strategies for policy guidance, communication with members, and the promotion of brokerage services. A Han Gong Hyup representative stated, "Misunderstandings about the industry have accumulated, leading to the undervaluation of brokers' roles and expertise," and added, "There was a strong need to establish a professional response system to accurately convey the facts." Internally, it is said that there have been ongoing concerns that distorted perceptions have been left unaddressed due to the lack of an official communication channel.
However, some observers believe that, contrary to these external objectives, the organization was created as a strategic move to facilitate the introduction of the field visit fee. In April, after Chairman Kim Jong-ho expressed his intention to introduce a standard field visit fee system, consumer backlash?such as "Do we have to pay just to view a property?"?and sharp industry counterarguments?such as "The labor of brokers is being undervalued"?have fueled the controversy. The debate has continued for about two months and remains unresolved as of June 24, 2025.
The field visit fee is a pre-payment requested by brokers to cover time and transportation costs incurred while accompanying clients to view properties. The industry argues that "all work from consultation to on-site accompaniment should not be considered unpaid labor." In contrast, consumers criticize the fee as a "double commission," pointing out that costs are incurred even if no contract is signed.
Despite the controversy, Han Gong Hyup maintains its stance on introducing the field visit fee. The association is currently gathering opinions from both inside and outside the industry to prepare guidelines. However, it is also considering compromise measures such as "prepayment with later deduction" to address concerns over double commissions. Under this system, a certain fee is paid during the field visit and then deducted from the brokerage commission if a contract is signed.
An association representative stated, "We are adjusting the details to ensure the approach is acceptable to both consumers and the industry," and added, "We have held verbal discussions with the Ministry of Land, Infrastructure and Transport, and are also considering formal discussions and legislative efforts in the future."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
