FEBRUARY 2010
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www.opp.org.uk Developer focus
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Distribution networks
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51
Incentives are not run as
a competition between all
agents but each agent is How do you What do you How do you
INDUSTR
set achievable individual recruit and do to ensure structure
targets with prizes
retain the right your projects commissions to
increasing in value as they
partners for are front of motivate sales
achieve larger targets.
your network? mind with
agents?
Y
Mark Stephen, IPI
Our strength
international
A competi-
is in our local
sales partners?
tive payment
property or tax legislation.
knowledge; our
Alanda Homes
structure is
An obvious consideration that some
vision is to recruit equally strong part-
likes to stay in contact with its agents
agreed with all agents, with the fi rst
developers and master agents still fail
ners who are able to sell the projects
on a day-to-day basis to ensure they
5% of the commission rate paid to the
to address is a multi-lingual function,
we package; the belief in our services to
receive regular updates on availability
agent upon the client’s fi rst 20% pay-
whether it’s translated marketing
give the right amount of priority to our
and off ers at least 3 to 4 times a year
ment of the total property price and
PEOPLE
material and contracts or an agent
joint cause; and who have the brand-
on specifi c properties. There are a
the fi nal 2- 3% of the commission rate
liaison and someone to hand-hold
ing and marketplace appeal to bring
number of our overseas partners that
paid upon the client’s second 20%
clients on inspection visits.
volume sales. We believe in operating
attend exhibitions and events in their
payment. Property Logic now off ers a
“If you get a client on site, they are
an open offi ce policy and the sharing
own countries so we try to provide
‘client follow-up’ service which gives
more likely to buy; but if the agent
of all corporate contracts and contacts.
them with a good selection of our
partners the option of passing any po-
showing them around doesn’t speak
Great eff ort goes to developing our
freehold & resale properties. This
tential leads to the in-house team for
the language to address concerns or
database and feeding the database
would include the best resale off ers
further communications. Should the
promote the benefi ts they won’t close,”
with regular newsletters and updates.
at that time as well as an off er on the
lead then decide to purchase a prop-
adds Warner.
We also believe in the opinion of our
developments (ie not only a price dis-
erty, a commission of 3% is passed to
partners and survey to understand
count but added value such as hotel
the relevant real estate agency. This
DESTINA
Sales culture
what they believe will sell. We then put
membership or a furniture pack). A
service has been particularly attractive
Cypriot developer Country Rose has
our greatest eff ort into sourcing and
good level of communication is key to
to smaller agencies who, in this more
leveraged ‘cultural’ benefi ts from
persuading developers to match the
a successful collaboration, so we also
competitive marketplace, have found TION
local partners in its core markets.
requirements of our research. This gives
ask our agents for their feedback and
it diffi cult to provide the required at-
“Countries such as Iran, Russia and
us a strong project list, which is our best
ideas to be able to create initiatives
tentions to potential investors.
Kazakhstan are insular and we have
tool in partner recruitment.
that suit each market.
Antoine Pellet,
found a preference amongst locals Darren Edwards,
Kandy Paterson,
Investments Director,
for dealing with people from their
Managing Director, Network Turkey
Sales Director, Alanda Homes
Property Logic
own country,” says Sales & Marketing
Director Panayiotis Makedonas. “We
particularly understand the benefi ts of Network Director Mark Stephen says Driving experiences, or a four-night adapted, is vital. Equally important is
BUSINESS
stand sharing with agents who have that each partner has their own log in trip to Las Vegas. “These incentives are an investment in the processes to
local knowledge in terms of diff erent to view live availability and prices 24 not run as a competition between all support and motivate agents, ensuring
cultures and languages and who will hours a day, and reserve immediately agents but each agent is set achievable projects are front of mind.
put certain nationalities of client at using documentation in English, Dutch individual targets with prizes increasing
ease when dealing with someone of or Italian. in value as they achieve larger targets,” In the next issue of OPP, to coincide with
their own culture.” It also has an incentive scheme says Stephen. the fi rst dedicated report on Middle
Last year, Country Rose saw success tailored to diff erent motivations with In conclusion then, an investment in East buyers, we look at how to build an
from sharing a stand at the Inopex a variety of prizes off ered – including research to determine demand for eff ective distribution network across the
2009 Property Exhibition in Tehran bottles of champagne, Track Day product, and whether it should be Arabian Peninsula
with Aegokeros Properties (local
DE
Cypriot agents) and Iranian agent IRXP.
VEL
com; inviting Russian agent partners
OPER
to the Limassol Russian Festival; and
exhibiting with a Kazakhstani agent at
the KazRealty exhibition.
Management by numbers
Developers that resent agents for
not being pro-active enough should
consider their own systems for
M
motivating them. Also, the larger the ARKE
network, the harder it is to manage.
IPI has a dedicated Global Network
TING
Team to support its partner network
of 3,000 property professionals, with a
partnership programme encompassing Count on agents
|
IPI has a network of 3,000 agents for sales of its Egypt projects
26 countries – all underpinned by a (main image). In the last four years, 60% of sales came through agents for Alanda’s
comprehensive web off ering. Global Flamingo’s Golf Resort (inset) – with Benelux the best region over the last year
FEB10_OPP_MAG.indd 51 28/01/2010 15:22
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