Guide · Broker channel
A developer's broker channel: how to see what brokers do with your project
In our experience, about half of pre-construction sales go through brokers. Yet most developers know almost nothing about their broker channel: they recruit brokers on WhatsApp, at events and through ads, send them a Google Drive link, and wait. What the broker does with the project, whether they offer it to clients, and which units interest them, the developer only finds out when the broker registers a client or reaches out.
How the broker channel works at most developers today
- The developer recruits brokers every way it can: on WhatsApp, with ads, at events.
- It sends them a link to a Google Drive folder: price list, floor plans, brochure, renders.
- Then silence, until a broker registers a client or writes with a question.
Compared with advertising to buyers, it's like launching a campaign and seeing nothing: no impressions, no clicks, no inquiries. You only learn something once the lead is already qualified. No marketer would run ads that way, and yet that's how the broker channel, which brings about half of sales, is run.
What the developer can't see
- How many brokers actually work the project, and how many got the link and forgot about it.
- Which brokers are active, which have gone cold, and which never opened the materials.
- Which developments, floor plans and units brokers look at and offer to clients.
- Whether clients open what the broker sent them, and what catches their attention.
- Which team member brought in brokers who sell, and which one brought in brokers who never show up.
- Whether brokers see current prices and availability, or sell from a three-month-old price list.
As long as none of that is visible, the channel can't be improved. All you can do is wait for registrations and argue about why there are so few.
What a broker platform changes
We built our own platform for developers to work with their brokers. Instead of a Google Drive folder, the broker gets a project portal, and the developer sees what happens on it.
For the broker
- Live inventory. Unit prices and statuses (available, reserved, sold) are updated by the developer and visible to every broker instantly.
- Materials in one place. Brochures, floor plans, videos, documents, and promotions with validity dates.
- Construction progress. Reports with photos. Brokers see the build moving forward and offer the project with confidence.
- Client selections. The broker puts together a selection of units and sends it to the client as a link.
- Client registration. The broker locks in the client under their name, and the developer approves or rejects the registration.
For the developer
- Invitation by link or QR code. A broker who signs up through it is assigned to the developer and to the team member who invited them.
- Broker statuses. Active, passive, and those who never logged in.
- Activity log. Viewed the development, saved a unit, downloaded the brochure, opened materials, built a selection, signed up for an event, registered a client.
- Inventory interest. Which developments and units get viewed and added to selections most, and which brokers opened a specific project.
- Client reactions. How many selections clients opened, how many came back to them, and which units hold their attention.
- Team efficiency. How many brokers each team member brought in, how active they are, and how many clients they registered.
Which channel numbers to track
| Metric | What it shows |
|---|---|
| Active brokers in the last 30 days | How many brokers actually work the project, not just sit on the list |
| Share of brokers who never logged in | How well the invitation and first contact with brokers work |
| Selections and client opens | Whether brokers offer the project and whether buyers are interested |
| Client registrations | An early signal of the channel's future sales |
| Registration-to-sale conversion | The quality of the clients brokers bring |
| Share of sales through brokers | The channel's weight in the sales plan |
| Commission payment time | Broker trust: payment delays travel fast in the market |
How to work with the data
- Bring passive brokers back with a reason, not a reminder: a new construction report, a promotion with a deadline, newly released units, an event invitation.
- For those who never logged in, look at the team member who invited them. Often the problem is how the project, and the point of the portal, was explained to the broker.
- Give active brokers priority: fast replies, same-day registration approval, and payments exactly on time.
- Inventory nobody looks at is a signal for marketing and the owner: revisit how those units are presented, their price, or their terms.
- Units that keep landing in selections tell you what to promote in your ads to buyers.
The rules the channel can't work without stay the same: one current price list for everyone, clear client registration, and commission and payment terms in the contract. Why brokers need to see construction progress and be sure their client won't be taken is covered in how to sell pre-construction condos.
Frequently asked questions
Does a developer need brokers?
In our experience, about half of pre-construction sales go through brokers. The question isn't whether you need them, but whether you can see how they work with your project.
Why isn't a Google Drive folder enough for brokers?
The developer can't see whether brokers open the materials, offer the project, or which units interest them, and brokers may be working from an outdated price list. You only learn something about the channel when a broker registers a client.
How do you measure a broker channel?
Active brokers in the last 30 days, the share who never logged in, selections and client opens, client registrations, registration-to-sale conversion, the share of sales through brokers, and commission payment time.
How do you re-engage passive brokers?
With a reason, not a reminder: a construction progress report, a promotion with a deadline, new units, or an event invitation. And check which team member invited the brokers who never logged in.