DLF ups agent fee to 3% in Chennai
The Economic Times, March 4, 2009, Page 4
Hemamalini Venkatraman CHENNAI
DLF is incorporating a new element in its overall selling strategy due the difficult market conditions. After trying to woo consumers through price-cuts, it has now announced an incentive package for realtors marketing its Garden City project in Chennai. The Gurgaon-based realtor plans to revise the incentive package for agents upward to 3% against the industry norm of 2%.
“With developers finding it difficult to sell in these turbulent times, the scheme of 3% commission for new bookings has reassured us,” an agent told ET on condition of anonymity. Hanu Reddy, ICICI Property Search, Home Bay and Century Realtors are some of the key organised brokers/agents who have been empanelled to market the 3,493-apartment project.
DLF Southern Homes head KK Raman said it is a “limited period offer”, which is valid up to May 31. “The market needs stimulus to bounce back and this is just one element in our overall strategy,” he told ET. While 35% of the sales so far booked has been through direct selling agents (DSA), the percentage is much lower when compared Delhi, Mr Raman said. He added 14 fresh bookings had been made in the past 14 days but was unable to quantify the DSA contribution. DLF is known to have a generous track record as far as commissions are concerned, but unlike other geographies where its relationship with local brokers help it to make sales, it was faced with a different experience in Chennai.
The Economic Times, March 4, 2009, Page 4
Hemamalini Venkatraman CHENNAI
DLF is incorporating a new element in its overall selling strategy due the difficult market conditions. After trying to woo consumers through price-cuts, it has now announced an incentive package for realtors marketing its Garden City project in Chennai. The Gurgaon-based realtor plans to revise the incentive package for agents upward to 3% against the industry norm of 2%.
“With developers finding it difficult to sell in these turbulent times, the scheme of 3% commission for new bookings has reassured us,” an agent told ET on condition of anonymity. Hanu Reddy, ICICI Property Search, Home Bay and Century Realtors are some of the key organised brokers/agents who have been empanelled to market the 3,493-apartment project.
DLF Southern Homes head KK Raman said it is a “limited period offer”, which is valid up to May 31. “The market needs stimulus to bounce back and this is just one element in our overall strategy,” he told ET. While 35% of the sales so far booked has been through direct selling agents (DSA), the percentage is much lower when compared Delhi, Mr Raman said. He added 14 fresh bookings had been made in the past 14 days but was unable to quantify the DSA contribution. DLF is known to have a generous track record as far as commissions are concerned, but unlike other geographies where its relationship with local brokers help it to make sales, it was faced with a different experience in Chennai.
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