Post by shati106 on Nov 2, 2024 6:48:39 GMT
here is a problem in the agency sales market: relations with developers are based on the “customer – tool” model, where the agent has to maneuver in disparate digital services of developers without access to a single database of properties. Digital Developer talked to Svetlana Pinigina, an expert in partner sales and founder of the Partners Sales project, to understand the origins of the confrontation and what needs to be done to improve the situation on the market.
Digital Developer: Svetlana, let's start with what is happening in the agency sales market in general: what are the trends, tendencies in terms of digitalization? Svetlana Pinigina: Firstly, before talking about what is happening with digitalization, we need to understand what the current relationship is between agencies and developers, because this is an anticipatory story. 2022, with the fall of all possible advertising sources, showed that the most reliable source of clients is the agency channel. This applies to real estate agencies. Let's say that federal real estate agencies are fed from regional real estate agencies, and developers, in turn, from all real estate agencies. And here, accordingly, developers began to more actively develop services, including for agencies, realizing that they need them. And in 2022, this trend became even more firmly entrenched. If we talk about digitalization services, they began to appear, probably, since 2014. These were elementary agency panels for assigning a client to an agent and the ability to check uniqueness. Nowadays, you can't really surprise anyone with such services. The only thing is that they have a number of problems: these services may not be fully automated, and many do not check for uniqueness. If we talk about what kind of market services these are, do we name them?
DD: Yes, we can name them.
Svetlana: There is VIA-service, Partnerka, which has existed for a long time to secure a lead. There is a service from the company "Unistroy". I don't know if they are selling to the market now or not. There are a number of excellent accounts - the Sdelki.RF service, where the agent's personal account is also being sawed off. There is the Sdelki.RF service, the Profitbase service. Developer requests in 2022 that I notice: services that sell solutions for developers in terms of adding agent modules have suddenly begun to spread. Demand creates supply - we see what is social media marketing service happening. Before this, the market had modules for securing and fixing a client. Now the request is more detailed: the ability to calculate remuneration flexibly - the Unistroy service does this. They set a fee depending on the liquidity of their property, and the agent sees what fee he will receive for each apartment. There, of course, they really messed things up, right down to the specific apartment. And now there is an opportunity to highlight: someone pays for the number of rooms (1-3 rooms), someone pays for projects, someone does not work with the openlist at all, as is customary in the regions. Regions work with the openlist, and Moscow works in a co-exclusive system, and St. Petersburg too partially. For the regions, you just need to take into account the openlist fee, and for Moscow, you need to take into account the hierarchical scheme of agents and subagents - those who sit on their line and those who work for them in a subordinate scheme.
DD: And what is an openlist?
Svetlana:Openlist is when the developer works and concludes a direct contract with all agents without exception. Openlist, as they say: come, conclude a contract - we work with everyone, train. A co-exclusive system can be completely exclusive, can be partial. A completely exclusive scheme is when the developer simply puts a certain real estate agency on the line instead of the sales department. Such services are offered by the company "Etazhi Development", "VSN Realty". From their name it is clear that this service is more Moscow-St. Petersburg. These agencies, which sit on the line, themselves develop agency relations and partnerships with other agencies, because other agencies are not allowed to the developer on this exclusive scheme. That is, the developer does not accept them, does not conclude a contract with them: if they conduct it through the agencies, then great. Here such a scheme is accepted, and the request from the capitals is that the services can take this scheme into account, that is, on the one hand, we work only with agencies that are on the line. On the other hand, we still need to understand that if some secondary agent sells our properties, he should also know the product - we also want to take this into account and reach him at least through our agent. And these services should also take this into account, such opportunities. But we have rather moved on to trends. And what solutions are there now? If we systematize what is happening now: there are personal accounts, and basically these are personal developments. Each developer has his own personal account, almost everyone has a personal agent account. But at the same time, there are a lot of developers, many quite bright in terms of product and in terms of established relationships with agents, who do not have basic access to the chessboard for agents. Here the market is a little fragmented. If we talk about stable trends, then the developer looks towards this, and such services as Domclick, Metr kvadratny helped us with this - they have personal agent accounts for conducting a transaction specifically on the secondary market. And now it is starting to gravitate towards the primary market. Developers are also looking in that direction, so that the agent can conduct the transaction himself. Let's say, "Ingrad" has this logic: if the agent conducts the transaction himself, then he is paid a higher commission. And if he only brings in a lead, then he is paid a lower commission.
Digital Developer: Svetlana, let's start with what is happening in the agency sales market in general: what are the trends, tendencies in terms of digitalization? Svetlana Pinigina: Firstly, before talking about what is happening with digitalization, we need to understand what the current relationship is between agencies and developers, because this is an anticipatory story. 2022, with the fall of all possible advertising sources, showed that the most reliable source of clients is the agency channel. This applies to real estate agencies. Let's say that federal real estate agencies are fed from regional real estate agencies, and developers, in turn, from all real estate agencies. And here, accordingly, developers began to more actively develop services, including for agencies, realizing that they need them. And in 2022, this trend became even more firmly entrenched. If we talk about digitalization services, they began to appear, probably, since 2014. These were elementary agency panels for assigning a client to an agent and the ability to check uniqueness. Nowadays, you can't really surprise anyone with such services. The only thing is that they have a number of problems: these services may not be fully automated, and many do not check for uniqueness. If we talk about what kind of market services these are, do we name them?
DD: Yes, we can name them.
Svetlana: There is VIA-service, Partnerka, which has existed for a long time to secure a lead. There is a service from the company "Unistroy". I don't know if they are selling to the market now or not. There are a number of excellent accounts - the Sdelki.RF service, where the agent's personal account is also being sawed off. There is the Sdelki.RF service, the Profitbase service. Developer requests in 2022 that I notice: services that sell solutions for developers in terms of adding agent modules have suddenly begun to spread. Demand creates supply - we see what is social media marketing service happening. Before this, the market had modules for securing and fixing a client. Now the request is more detailed: the ability to calculate remuneration flexibly - the Unistroy service does this. They set a fee depending on the liquidity of their property, and the agent sees what fee he will receive for each apartment. There, of course, they really messed things up, right down to the specific apartment. And now there is an opportunity to highlight: someone pays for the number of rooms (1-3 rooms), someone pays for projects, someone does not work with the openlist at all, as is customary in the regions. Regions work with the openlist, and Moscow works in a co-exclusive system, and St. Petersburg too partially. For the regions, you just need to take into account the openlist fee, and for Moscow, you need to take into account the hierarchical scheme of agents and subagents - those who sit on their line and those who work for them in a subordinate scheme.
DD: And what is an openlist?
Svetlana:Openlist is when the developer works and concludes a direct contract with all agents without exception. Openlist, as they say: come, conclude a contract - we work with everyone, train. A co-exclusive system can be completely exclusive, can be partial. A completely exclusive scheme is when the developer simply puts a certain real estate agency on the line instead of the sales department. Such services are offered by the company "Etazhi Development", "VSN Realty". From their name it is clear that this service is more Moscow-St. Petersburg. These agencies, which sit on the line, themselves develop agency relations and partnerships with other agencies, because other agencies are not allowed to the developer on this exclusive scheme. That is, the developer does not accept them, does not conclude a contract with them: if they conduct it through the agencies, then great. Here such a scheme is accepted, and the request from the capitals is that the services can take this scheme into account, that is, on the one hand, we work only with agencies that are on the line. On the other hand, we still need to understand that if some secondary agent sells our properties, he should also know the product - we also want to take this into account and reach him at least through our agent. And these services should also take this into account, such opportunities. But we have rather moved on to trends. And what solutions are there now? If we systematize what is happening now: there are personal accounts, and basically these are personal developments. Each developer has his own personal account, almost everyone has a personal agent account. But at the same time, there are a lot of developers, many quite bright in terms of product and in terms of established relationships with agents, who do not have basic access to the chessboard for agents. Here the market is a little fragmented. If we talk about stable trends, then the developer looks towards this, and such services as Domclick, Metr kvadratny helped us with this - they have personal agent accounts for conducting a transaction specifically on the secondary market. And now it is starting to gravitate towards the primary market. Developers are also looking in that direction, so that the agent can conduct the transaction himself. Let's say, "Ingrad" has this logic: if the agent conducts the transaction himself, then he is paid a higher commission. And if he only brings in a lead, then he is paid a lower commission.