My company, MAC Marketing Solutions, LOVES Realtors. In both good and poor markets, we’ve always upheld the importance to reach out to the real estate community for a reliable source of new potential buyers to our projects. Obvious? Perhaps….but not all developers or marketing groups consistently encourage Realtor cooperation in all market conditions. This is short sighted in my opinion!

In the effort to save a few commission dollars, many developers have either created a reputation of poor cooperation or simply have not fostered a relationship with the real estate community. Now that the market conditions have shifted, it’s too late, or slow going to reach out and establish those important connections. It is difficult to simply turn the light switch “on” with the Real Estate community and expect them to bring Buyers to your door. One needs to create relationships with tens if not hundreds of Realtors – and this takes time along with past business dealings. Despite what most think, Realtors don’t just chase commissions and bonuses and in my experience paying bonuses often doesn’t make a difference. Today in a more challenging market, MAC is seeing the dividends of fair cooperation and professional treatment extended during the market’s brighter days.

My recommendation: ALWAYS treat the real estate community with respect, honesty and consistency. Foster friendships (which takes a large time commitment) and create a reputation for dealing with the community openly and fairly. Get to know the managers and the key influencers that effect the other brokers within the office. Pay fairly and promptly (typical competitive rates are enough) but be consistent. Don’t reduce fees or discourage their involvement simply because it appears they are not needed (i.e. in a hot market)…eventually, everything comes full cycle and these days, we need them and their buyers!

Happy Selling.

Cameron McNeill