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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 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.

    ERP vs CRM

    In the world of business, there are two key software systems that can help you manage different aspects of your operations: Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM). While both these systems play an important role in managing a company’s day-to-day activities, they serve different purposes and are designed to address different business needs.

    Developer from Kazakhstan: services from MACRO – that “magic button”!

    Jetisu was one of the first in the construction market of Kazakhstan to switch to highly efficient cloud solutions from MACRO, Sberbank ecosystem partner. About six months ago, the developer began to introduce two products under this brand among its core divisions – MacroERP and MacroCRM.

    About the company and its “IT pains”

    The Jetisu company from the Republic of Kazakhstan has been offering residential and commercial real estate since 2003. The developer builds houses from aerated concrete blocks using monolithic frame technology. Jetisu’s portfolio includes more than 33 completed projects in the capital of the Republic of Kazakhstan, Astana. Member of the Association of Developers of Kazakhstan.

    Until recently, Jetisu employees did not use comprehensive IT solutions aimed at automating construction work, marketing and sales. All reporting, budgeting and media plans were conducted using Google and Excel spreadsheets. As for CRM systems, previously the director of Jetisu, Kudaibergen Darinov, worked with different of them, but in none of them did he find the optimal tool suitable specifically for the needs of the developer.

    Meanwhile, the need to switch to new software has matured several years ago, which required:

    – digitalization of the construction process;

    – creating a unified digital platform for internal communications;

    – more effective sales management organization;

    – faster reporting and analytical work.

    It so happened that the management of Jetisu saw the satisfaction of all four needs in the products of the Russian company MACRO, whose cloud services are now used by every fourth developer in the Russian Federation, as well as a number of developers from Central Asian countries.

    How the “commander’s decision” to buy MACRO was made.

    Figuratively speaking, the dream of any construction company manager is to receive a report with the click of one button. Over my 17 years of work in finance, I have encountered various automated data management systems. But all of them left much to be desired.

    Director of Jetisu

    He went on to share how at one event held at the Association of Developers of Kazakhstan with the participation of colleagues from Russia, the latter introduced him to MACRO’s software solutions for developers.

    And then it hit me: I saw “that magic button,” and it was the MACRO system. There were no doubts left, and immediately after the meeting the commander’s decision was made to purchase two MACRO products at once – MacroERP (software for managing the construction process) and MacroCRM (software for managing real estate sales and development marketing).

    Director of Jetisu

    The founder of the Jetisu company, Zhanat Tolegenov, emphasizes in MacroERP that it allows you to control all processes on a construction site, from drawing up estimates to the delivery of equipment and building materials, and also helps to track the stage of completion of all construction work.

    According to the founder of Jetisu, previously the situation at a construction site was based on the principle “we bought a brick, and two months later we found out that it was superfluous…”.

    Therefore, we just needed a system thanks to which we could protect ourselves from unnecessary purchases, and therefore from unnecessary expenses.

    Founder of Jetisu

    The company’s management also noted that thanks to MacroERP, “it has become very easy” to calculate all the parameters for the construction of the second stage by convenient digital adjustment of the first stage.

    All project documents are on one table; for each project, the system allows you to keep a protocol and set tasks, which allows you to have a powerful electronic knowledge base in the future.

    Director of Jetisu

    Systems were implemented one after another.

    As for sales, the employees of the relevant Jetisu department took MacroCRM literally with a bang. The company’s management decided to implement this system first. It aroused great interest (“the eyes lit up”) among the marketing department employees, noted Kudaibergen Bakhytbekovich.

    After that, with a short time gap, MacroERP was implemented, according to Darinov, to automate and optimize the supply and construction processes.

    I decided to implement MACRO among our employees gradually. According to the principle: first sit inside the Mercedes for a while, and then turn on the ignition, gear and start driving. About half a year has passed since those exciting moments, and now we can say: we are racing with this car.

    Director of Jetisu

    However, Darinov admits that some employees of the sales department and other departments of the company have not yet fully mastered all the system settings related to reporting. In this regard, the head of the construction company asks the MACRO developers to provide additional consultations.

    What the company received as a result of implementation.

    MacroCRM allowed Jetisu sales employees to:

    – quickly adjust pricing processes;

    – it is more comfortable to extract and present (for the purpose of reporting or presentation) data on the lots being sold;

    – carry out lead generation several times faster;

    – make management decisions, since all data can be seen in real time;

    – create parameters and settings of the “inventories map” with a focus on real estate agencies involved in sales;

    – prepare reporting and analytical documentation several times faster;

    – interact with technical support service several times faster.

    MacroERP provided the following key capabilities for employees of the company’s core departments:

    – fully manage the economics of the project;

    – control the supply of construction equipment and construction materials;

    – optimize electronic document flow;

    – significantly reduce construction costs;

    – eliminate downtime in construction.