High Commission Is NOT What Makes a Project Easy to Sell
Why Agencies Keep Misdiagnosing the Real Driver of Fast Sales
One of the biggest misconceptions in the Malaysian project market is this: “If the commission is high, the project will sell easily.”
Agency leaders repeat it. Developers believe it. Agents hope for it. But on the ground, this belief collapses instantly.
Some projects pay 7–8% and still sit unsold for months. Meanwhile, other projects offering 3–4% sell out effortlessly.
Why? Because high commission motivates agents — but it does NOT motivate buyers. If the deal doesn't make sense to buyers, no agent can force the market to move.
Below is the real anatomy of why some projects fly… and others die.
1. High Commission Motivates Agents — But It Doesn't Create Buyers
Commission is an internal incentive, not a market incentive.
High Commission = Agents work harder.
But... Harder Work ≠ Easier Conversion.
If the product doesn't make sense, if the numbers fail, if rental can't cover the instalment, or if the area is weak… Even 8% commission cannot make buyers say yes.
You can push a project with high commission. But you cannot pull buyers without real value.
2. What Makes a Project Easy to Sell: The Maths, Not the Margin
Buyers care about:
- ROI & Cashflow
- Monthly Instalment vs. Rental Cover
- Exit Strategy
- Area Fundamentals
- Developer Reliability
When these are strong → Even 3% commission can produce 100 units sold. When these are weak → Even 8% commission cannot save the project.
Strong Value + Clear ROI + Low Risk = Fast Conversion Commission is secondary. Investment logic is primary.
3. Buyer Incentives Always Outperform Agent Incentives
Agencies often focus on their own incentives. Buyers only focus on their value. Buyer-side incentives that drive TRUE velocity include:
- ✔ Developer rebates
- ✔ Furnishing packages
- ✔ 0-Downpayment or Low Entry
- ✔ Rental Guarantees
- ✔ Bulk-Purchase Pricing (Positive Cashflow)
A Real-World Example: We've seen projects with 7–8% commission remain stuck for months, while another project with 4–5% commission (plus a solid rental guarantee) cleared two blocks in weeks. The buyer chose VALUE — not agent commission.
4. The “High Commission Red Flag” No One Talks About
Sometimes, very high commission IS the warning sign. It often signals that:
- The units are hard to move.
- The product is mispriced.
- Supply is too high / Demand is too weak.
- The developer is desperate.
High commission often correlates with high friction. Punchline: You can pay agents 10% and still fail. Or pay 4% and watch units fly — because the buyer said "Yes" on the first call.
5. What Easy-to-Sell Projects Really Look Like
The projects that move fast typically have:
- ✔ High Rental Yield (Positive/Neutral Cashflow)
- ✔ Attractive Entry Price (After rebates/bulk negotiation)
- ✔ Clear Upside (Resale or Refinance potential)
- ✔ Trustworthy Developer
- ✔ Logical Value Story
These are the projects where even a new agent can close deals. Because the product sells itself.
6. Agent Retention: Why “Easy Projects” Matter More Than High Commission
Agencies often believe high commission keeps agents loyal. Wrong. Agents stay where they can close consistently, not where the % looks attractive.
Ask any REN:
“Would you rather have 6% commission on a project nobody wants... or 3% commission on a project where you can close three units a month?”
The entire team will pick the second option. High commission creates hope. Easy-to-sell projects create income. And income creates retention.
7. The ACN Lesson: Systems Sell Faster Than Salespeople
Inside an ACN workflow, the priority shifts:
- Projects are selected based on Buyer Logic.
- Agents are matched based on strengths.
- Volume is the priority.
- Speed is the advantage.
The question becomes: “How fast can we move?” Not: “How much does this project pay?” This shift is what separates scalable agencies from struggling ones.
Final Truth
High commission does NOT make a project easy to sell. High value does.
Because: Agents Push. Value Pulls. Pull always beats Push.
Great agents can sell average deals. Average agents can sell great deals. The smartest agencies negotiate great deals.
If you want unstoppable sales momentum: Stop chasing high commission. Start choosing high-conversion projects. That is how agencies win fast — and win repeatedly.
