Agency SPECIAL
Estate Agents of change
When the market was dragging, housebuilders flocked to agents for help selling their properties. Now they’re ahead of sales forecasts, have they left those agents
high and dry? BRIDGET CORDY finds out
With new homes once again flying off the shelves of the onsite sales centres, it would be understandable if some housebuilders had started to let their relationships with agents slip. However, when times were tough, agents showed their adaptability, and now the savviest housebuilders are not just maintaining those relationships, but building on them, well aware of the benefits that a good agent can bring. Linden Homes is one such company,
recently hosting an event in London to thank its agents across the country for their continued support. “Linden Homes is committed to
maintaining its strong relationship with agents up and down the country,” explains Tom Nicholson, divisional managing director, Eastern division. “We are keen to secure land and recognise that this is best achieved through the professional working relationships we have and a commitment to move fast on deals.” Using its own direct sales teams on
the majority of its sites hasn’t stopped Linden from working in partnership with agents, to capitalise on their national
networks as well as their local high street presence, particularly when selling off-plan. “We have seen an increased proactivity among agents in the last few years and a desire to ensure an increased focus on the whole customer experience. We welcome this and will continue to work closely with our agency partners,” adds Nicholson. Iain Berry, Connells’ regional land
& new homes director, believes that working closely optimises success for both agent and housebuilder, starting with the sales office. “As long as the right people are on site, a bond is created which builds all through the two businesses and you end up with joint allegiances rather than point-scoring.” Changes in the corporate structure of
many housebuilders over the past few years has meant merged regional offices that now cover wider areas, which, Berry acknowledges, expanded the role of the agent. “Some sites are now some distance from their regional office, with increased workloads and a wider area to cover, so we act as an extension of the management team as well as the site sales team. They need
THIS PIC Linden Homes’ Tom Nicholson
RIGHT Flow in Balham, SW London – a Bellway scheme being sold via Foxtons
ABOVE Connells Iain Berry
ABOVE RIGHT Foxtons’ John Ennis
to have someone nearby they can trust,” he says. Berry says that the focus has now
reverted to land rather than sales. “Housebuilders were coming to us desperate for buyers but they’re not coming to us with that request now. The fact we handle both land and sales is of value,” Berry adds. “When we’re acting on the acquisition for a housebuilder we wear two hats – securing the deal for them and giving best advice as to resales. We’re aware we’ve got to achieve the sales prices.”
It’s in Connells’ interest to provide
prices that are as accurate as possible –high enough to buy the land but still achieve strong sales. However, not all agents agree with this approach. John Ennis, director of Foxtons, sees
it differently: “Foxtons doesn’t have a land team and we’re unashamedly focused on making more sales. Land loyalty ties up agents with sites, which is diabolical in my view. You may have a phenomenally good land team but the sales team may not be able to sell.”
showhouse January 2014 |
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