“新常态”时期，房地产企业发展面临着转型提质的要求。经济增速下降、人口转型以及行业生命周期的内在动力促使房地产企业加速转型，呈现出“多元化”、“服务化”、“证券化”、“产业化”等趋势特征。本文分析经济“新常态”下，房地产企业寻求转型的特征及趋势，并提出引导房地产企业健康持续发展的政策方向。,Real Estate firms should deal with the same questions like growth upgrading. With the extal pressure of macro-economic and demographic change, and the inner motive power of industry life cycle, the whole Real Estate industry is going to diversification, servitization, securitization and industrialization, etc. This paper analyzes the real estate firms’ activities seek to transform in the ‘new normal’ economy, and provide the suggestions could guide the Real Estate industry development healthy and sustainable.