The developer’s playbook: Strategies to win and keep top brokers
In my 38 years in the real estate industry, few people know that I began my career in sales.
Fresh out of UP, I took a leap of faith into the property sector, starting as a sales professional before steadily climbing the ranks across marketing, business development, finance, and operations.
Through years of dedication and experience, I eventually assumed leadership roles, serving as CEO of several property development companies. Before stepping away from the corporate rat race, I took on the role of Program Director for Real Estate at the Ateneo Graduate School of Business, where I mentored the next generation of industry leaders.
In-depth understanding
This journey has given me an in-depth understanding of the driving forces behind real estate sales—especially the indispensable role of brokers in the success of pre-selling projects.
Developers must recognize that brokers are not just intermediaries—they are the front-liners who connect projects with buyers, shaping demand long before a development is completed. Retaining their loyalty and keeping them motivated are essential for maintaining a strong sales pipeline, particularly in today’s market.
Recently, I had the opportunity to discuss these market dynamics in a webinar organized by ICON Events with Claro Cordero, head of Research at Cushman & Wakefield. The session, attended by nearly a hundred developers, focused on the evolving real estate landscape, the increasing demand for quality developments, and strategies to sustain market growth amid rising inventory levels.
One critical takeaway was the undeniable impact of brokers in driving sales performance. As competition intensifies, developers must rethink their broker engagement strategies to remain competitive.
Here are some key strategies to ensure broker loyalty and maximize pre-selling success.
Offer competitive and timely commissions
Brokers are primarily motivated by financial incentives.
Developers must ensure their commission structures are not only competitive but also disbursed on time. Delayed payments can push brokers to prioritize other projects with more reliable incentives.
Consider higher commission rates for top-performing brokers; fast-tracked commission payouts upon securing a reservation fee or down payment; and incentive bonuses for achieving sales milestones.
Provide continuous training, project updates
A knowledgeable broker is an effective broker.
Developers must ensure their network understands the project’s unique selling points, financing options, and competitive advantages. Regular training sessions, webinars, and site visits help brokers sell with confidence.
Key training areas should include project specifications and differentiators; market trends and buyer behavior analysis; and effective sales strategies tailored to the target market.
Deliver strong marketing support
Brokers rely on high quality marketing materials to enhance their pitches.
Developers must provide professional, up-to-date content, such as high-resolution renderings and walkthrough videos; brochures, flyers, and social media content; and virtual tours and interactive 3D models.
Additionally, developers should actively generate leads through digital marketing campaigns and funnel these to brokers, reinforcing their confidence in promoting the project.
Ensure transparent, professional communication
Nothing frustrates brokers more than lack of information or delayed responses. Developers must establish a clear communication channel to provide real-time updates on inventory, pricing, and project milestones.
Dedicated broker support teams or digital platforms can significantly enhance engagement.
Recognize and reward performance
Acknowledging brokers’ contributions fosters long term loyalty.
Beyond commissions, developers should implement a structured rewards program that includes monthly or quarterly sales awards; luxury travel incentives for top sellers; and public recognition via social media and industry events.
These initiatives boost morale and encourage healthy competition within the broker network.
Foster a long term relationship
Developers should likewise view brokers as long term partners, not just one-time sales agents. Regular engagement, appreciation events, and even opportunities for co-investment can create a sense of loyalty and strengthen business relationships.
Maintain project credibility, deliver on promises
No amount of incentives can compensate for a lack of credibility.
Developers must ensure their projects are delivered on time, with promised quality and specifications. Brokers will always prioritize selling projects from developers with a strong reputation for integrity and reliability.
In a competitive real estate landscape, retaining brokers is just as crucial as attracting buyers. Developers who invest in competitive commissions, continuous training, strong marketing support, clear communication, and long term partnerships will build a dedicated and high-performing broker network.
By treating brokers as strategic partners rather than just intermediaries, developers can ensure their projects receive the attention and promotion needed for sustained sales success.
The author is an executive director of W+B Advisory Group
