Rolling out the welcome mat

Another popular tactic employed by developers is to hold events that can keep real estate agents informed of hot new developments, which may include full-on tours that cover the homes available from top to bottom. By the end, agents should be able to speak knowledgeably about the development to their clients. Related Realty is also going beyond the usual parties and group presentations in favor of working individually with agents on the One Bennett Park development.

“We’ve had more than 200 brokers preview our listing for One Bennett Park,” Van Horn says. “We bring them in and say we want an hour-and-a-half of their time so we can tell them what is unique and special about the project. They got to meet the architect involved, the designers and the construction team. They left with a deeper knowledge of and appreciation for the project. They like being able to meet the architect and ask tough questions that they can actually have answered.”

D.R. Horton hosts broker events that are set up to help them establish close working relationships with agents. In recent years, the firm has welcomed more than 300 agents from across the suburbs to information sessions about the homes it offers.

“Our sales team is always working to engage agents in the process,” Naatz says. “We know that the broker community has tremendous knowledge about the market, and we often solicit their feedback and input as we plan new communities. Additionally, agents have invited the D.R Horton sales team to their office meetings to learn more about new construction homes available in D.R. Horton communities.”

Magellan has created a sales gallery to show off the condos that features models, touch-screen presentations, and even full-size kitchen and baths. The company also has a “view room” that is designed to simulate the view from any residence in the building during the day or in the evening.

“It makes the cooperating broker’s job much easier,” Losik says. “It not only looks great, but it has all the right marketing tools and all the appropriate information to help facilitate the sale. You as a broker brings the client over. There’s a tour and you assist that client in making a decision on purchasing a Vista residence.”

Taylor Morrison relies on its community sales managers to maintain strong connections with Chicagoland agents. The firm’s sales managers at its Tallgrass development in Lake Barrington and Countryside Meadows in Hawthorn Woods recently sponsored a barbecue for the local Coldwell Banker office that included information about Taylor Morrison’s building opportunities and quick-close homes.

“Agents are powerful influencers in the marketplace,” Holm says. “Not only do they have clients actively searching for new homes, they also have a strong knowledge of the market conditions in each submarket. Our community sales managers strive to create relationships that offer value to the agent community.”

Whether they just completed a high-rise condo building downtown or a subdivision in the suburbs, developers need ways to connect with their prospective clientele and find the buyers who can make their projects a success. Losik believes that the most important thing to do to secure a good relationship with an agent is to deliver product that buyers feel good about and closes.

“There are a lot of developers who start marketing product and the end result isn’t exactly as what the customer had in mind. Or there were deals that didn’t come to fruition,” he says. “But the most important tool for a developer is being solid, fair and creating a product that will make their clients very happy.”