The Hidden War Between Agency Bosses and Developers
On the surface, agency bosses and property developers look like partners. One provides the stock, the other provides the sales force. But beneath the polite smiles is a hidden war—a constant tug-of-war over who really holds the power.
When the Market Is Hot: Developers Call the Shots
In a booming market, many developers behave like they don’t need agents. Buyers queue up, launches oversubscribe, and suddenly agencies are cut out. Commissions shrink, marketing budgets shift to flashy campaigns, and developers even try to build in-house sales teams.
The signal to agencies is loud and clear: “Step aside. We’ve got this.”
When the Market Slows: Agents Become the Lifeline
But when the music stops, the tone changes overnight. Suddenly, agents are “valued partners” again. Commission rates shoot up, agencies are begged to push projects, and bosses are expected to pour in their own resources to help move unsold stock.
Agents become the emergency cavalry—called in when convenient, sidelined when not.
The Commission Trap: The Real Power Play
The most painful battleground is commission.
- Before the sale – Agencies hold the upper hand. Developers compete for attention, pitching commissions and incentives.
- After the sale – The tables turn. Developers hold the cheques, and agencies are forced to wait.
And in today’s market, the wait is brutal. Some developers are delaying payments two to three years after the SPA (Sale & Purchase Agreement) is signed. Imagine delivering the sale, watching the developer collect full payment, and then being told to “wait patiently” for your commission.
For bosses, the impact is devastating. To keep agents loyal, they often dip into reserves or take financing just to issue commissions on time—while developers sit on the cash.
That’s not a partnership. That’s an unsustainable and unfair burden on agencies.
Why Agents Feel Bullied
Developers know the imbalance. If one agency pushes back, they can always switch to another. Agencies, meanwhile, can’t afford to let their agents wait. The result? Bosses become financiers, not partners—fronting cash to keep agents motivated while developers drag their feet.
Agents deserve better. They deliver the sales, they generate the lifeblood of the industry, yet too often they’re treated as a disposable resource. It’s time for agencies to vote with their feet and prioritize partnerships with developers who understand that trust is a two-way street.
Disclaimer (Important): This criticism applies only to a small percentage of developers. Many developers do respect their agency partners, issue commissions quickly, and understand that trust fuels long-term success. If you’re one of them, this message isn’t about you. It’s about the few who damage the reputation of the entire industry.
