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    How a developer can set up and automate work with real estate agencies

    How a developer can establish work with realtors and get more deals from the agent channel. In the current conditions of a significant decline in […]


    How a developer can establish work with realtors and get more deals from the agent channel.

    In the current conditions of a significant decline in demand for real estate, developers need to launch new sales channels and revive old ones. One of these channels for attracting clients is real estate agencies and brokers, with the help of which you can increase your audience reach and the flow of leads for developer properties.

    Many large regional developers still do not work with agencies, considering this channel impractical for themselves. This may have been the case in the past, but the market is changing. In current market conditions, it is important to take into account that it is increasingly difficult for people to sell their apartment on their own in order to then go to the developer for a new one. Therefore, they turn to real estate agencies, and it is important what the realtor will offer in return – exchange for a secondary property, consider your properties or the properties of your competitors.

    Why developers don’t work with real estate agencies.

    We have collected 5 common reasons why developers do not interact with real estate agencies.

    Surface immersion in the product. Realtors do not have up-to-date information on the availability of objects and the characteristics of residential complexes, therefore they misinform their clients, and this can leave a negative mark on the reputation of the developer.

    Agents take time. Real estate agencies waste a lot of time of managers or the head of the sales department on constant questions, which distracts them from work.

    “Sharing” of clients. Working with realtors and brokers can lead to frequent disputes and pulling clients between the sales department and the real estate agency.

    Questionable efficiency of the channel. It is difficult for a developer to maintain reporting on transactions with intermediaries; there is no understanding of how to evaluate the effectiveness of this channel.

    Unscrupulous managers who leak deals to agents in order to then split the commission.

    How to work with agencies and brokers to your advantage.

    You can solve the above problems and build cooperation with agencies on a win-win principle as follows.

    Method No. 1

    Select a separate employee who will conduct all agency deals. His responsibilities include daily informing agents (sending inventories maps, presentations, project declarations, etc.), preparing reports and calculating commissions.

    Method No. 2

    Install on the website a special widget “Agent Account”, which connects to CRM. The widget allows you to fully control incoming agent requests.

    This is a ready-made software product where realtors can:

    – see inventories maps;

    – upload presentations for each apartment with their personal contacts;

    – submit requests online, securing a client;

    – see the progress of the deal  based on requests submitted to the sales department;

    – see the amount of commission on deals from their clients.


    There are no uniform requirements for interaction between developers and agencies, brokers, and realtors. But there are basic rules that must be followed when building a successful partnership:

    Control. It is important to fix all agent requests with detailed information about the client, the selected object, and the method of purchase. This will eliminate disputes regarding the payment of agency commissions.

    Operational information. All agents should have access to up-to-date information not only on prices and properties that are available, but also on the characteristics of residential complexes, so that it is “convenient and simple” for agents to offer the developer’s properties.

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