June 17, 2018

Builders Turn to Agents in Finding Qualified Buyers

-A A +A

Builders Turn to Agents in Finding Qualified Buyers

Builders are increasingly reaching out to real estate professionals, hoping to build stronger ties so that agents will bring them more qualified buyers for their new-home inventories, RISMedia reports. Some builders are even stepping up their bonus programs and commissions for real estate professionals.

About two-thirds of new homes sold in 2013 were purchased by buyers brought to builders by REALTORS®, according to National Association of REALTORS® research.

“We’ve been 100 percent REALTOR®-listed for 21 years,” says David Erickson, president of Grayhawk Homes in Columbus, Ga. “We’re in a small market, and if you don’t have a REALTOR® relationship, you don’t sell homes. Period.”

In the past, some builders and REALTORS® may have seen their relationship more as rivals, but that has faded, according to an article at RISMedia. For example, the Providence Group of Georgia posts on its website that “we cherish our loyal REALTOR® community and would love the opportunity to stay in touch with you by providing you up-to-date information on our community grand openings, special REALTOR® incentives, REALTOR® events, and community updates.” The builder will regularly hold lunches for REALTORS®, says Kelly Fink, the Providence Group of Georgia’s vice president of marketing and online sales.

Also, builders and real estate professionals have teamed to iron out potential transaction mishaps. Georgia’s REALTOR® and Home Builder trade groups joined forces to create a uniform construction purchase and sales contract to include details on the buyer-related binding arbitration issues that had previously been a sticking point for smaller builders, RISMedia reports.

Source: “Builders Target REALTORS® to Locate Buyers in Recovering Markets,” RISMedia (June 16, 2014)

Read more:

More MLSs Add New-Home Listings
Builders Want Agents' Help in Attracting Buyers