It seems that realtors are unnecessary link in the primary market, however, developers continue to attract the sales of apartments in new buildings
In the crisis, developers are looking for new sales methods: one – increase budgets for advertising, others include, austerity, and others – are beginning to attract real estate agencies. However, the question whether they are in the market of new buildings – remains open. In the secondary market mediator is necessary in order to find an apartment with the necessary parameters to negotiate with the owner to understand how the fair price, and after all, the sword of Damocles remains hanging the question of legal purity of the acquired property.
Many wealthy people don’t stop at purchasing one apartment, but if the quality of service when the first transaction has pleased the client, then it is likely that he will come again.
Algorithm of purchase of housing on the primary market is much easier to find in the Internet the residential complex, come to the sales Department of the developer, choose an apartment and sign the contract. All up to you now to wait for the completion of construction and house-warming. Why would we need a realtor? From the position of buyers they are an unnecessary link in the chain that only gets to go directly to developers. However the last for something all the time to attract sales agencies, sharing with them the income from the sale of housing… For what builders need realtors?
Some time ago we have already published opinions about the work of realtors and the Director of the sales Department, PSN group of Catherine Thain, partner and “Khimki Groups” Dmitry Kotovskogo. In this text we present the point of view of representatives of several real estate companies – “Vesper”, FGC “Leader” and “Capital Group”.
Family realtor
Today, according to the commercial Director FGC “Leader” Gregory Altukhov, share sold personally by the developer of the project is estimated at 75-80%, and the Agency is not more than 25% of the primary real estate market. In the segment of mass housing a significant part of the objects is implemented by the developers themselves, and with increasing class is growing and the share of the involved agencies. For example, in the company Vesper, which operates exclusively in the premium segment, more than 50% of the total prisoners in this year of transactions accounted for a real estate Agency.
“The sales of very important human factor and the emotional component, which can not cope any electronic system and while there is a healthy competitive market, agencies will be in demand”, – summed up Natalia Shichalina.
One of the reasons, according to commercial Director Capital Group Alexey Belousov, is that many potential buyers of expensive housing spend a significant amount of time abroad. “And little chance that they will see advertising on the facade or fence of a house under construction, says the developer. And if they decide to buy in Moscow, simply go to any well-known estate Agency that will help them navigate the current offers and make a deal”.
In addition, developers often use intermediaries in the earliest stages when creating the product itself. “Brokers know the market and customer preferences, their expert opinion helps initially to develop a quality offer,” says sales Director of Vesper Natalia Shichanina.
There are realtors and its own customer base. First and foremost, it is typical for the segment of expensive real estate. Many wealthy people don’t stop at purchasing one apartment, but if the quality of service when the first transaction has pleased the client, then it is likely that he will come again. “The sale of luxury housing often is based on personal trust and sympathies, the result is checked realtors moving into the category of “family” that extends not only to solve their own problems, but also recommended friends and business partners, – says Gregory Altukhov. – It should also be noted that often the desired object is not immediately find, and the work has been delayed for a very long time.”
Alexey Belousov expressed the view that the end of the day, it often happens that the client is looking for housing is not in a particular house, and in a certain location. For example, if he wants to purchase apartments in MIBC “Moscow-city”, it is simpler to contact a real estate Agency and not independently investigate the pros and cons of the skyscrapers downtown.
Slow and inefficient
However, disadvantages, from the point of view of developers, in the work of the agencies is also more than enough. First, brokers are not always able to promptly have information on prices, availability of apartments for sale and for approval of discounts they need a “pause” to discuss them with the developer, according to Grigory Altukhov. Second, most real estate agencies are using outdated and ineffective methods of implementation of the apartments, said Alexei Belousov. As a rule, in his opinion, all limited by the fact that the cockpit is set the advertising banner with your phone Agency, and in parallel offers available at popular online real estate databases such as CYANOGEN or Winner. After that, active work of realtors is pumped up and they are just waiting for calls from customers.
“All these actions the developer can perform yourself, without the involvement of agencies,” says Belousov. And Natalia Shichanina sure the availability of our own professional sales team within the development company in any case.
At the same time, today there are new information technologies that allow to optimize time and processes. However, developers believe that realtors on the market, they will not replace. “The sales of very important human factor and the emotional component, which can not cope any electronic system and while there is a healthy competitive market, agencies will be in demand”, – summed up Natalia Shichalina.
