Project Marketing

What is a Builder’s agent and what do they do?

A builder’s agent (also known as a listing agent or project manager) is a licensed real estate agent who represents a developer in the sale of their new construction projects. The builder’s agent is responsible for marketing and promoting the development, showing the property to potential buyers, negotiating sales contracts, and handling administrative tasks related to the sale.


Disclaimer: Disignr is not a Project Marketing company. While our team does work with developers and realtors, the purpose of this blog post is purely educational :)

How does the builder’s agent work with builders and developers?

The builder’s agent works closely with the developer to understand the goals and objectives for the project, as well as the target market for the development. They are often involved in the early stages of the project, providing input on the design, pricing, and marketing strategies. The builder’s agent also helps coordinate with other real estate professionals, such as brokers, attorneys, and lenders, to ensure a smooth sales process.

Builder’s agents also work closely with a team of professionals to help with the design and marketing aspects of selling a new development. This team may include architects, interior designers, graphic designers, copywriters, photographers, and marketing specialists, among others.

What’s the benefit of working with a builder’s agent?

They are experts at selling.

One of the main benefits of using a builder’s agent is that they provide specialized expertise and support throughout the entire sales process. They are familiar with the unique features and benefits of the development and the neighbourhood it’s located in and can effectively communicate these to potential buyers. The builder’s agent can also help ensure that the development is priced competitively, and that the sales process runs smoothly and efficiently.


They have *all* the connections.

The builder’s agent – especially if they have been around for a while – typically has a very healthy network of contacts within the real estate industry, which is crucial for generating interest and increasing visibility for the development. This network includes, but is not limited to, other agents, brokers, and real estate professionals who may be interested in selling the property to their clients.


They speak the language of architects and interior designers.

Architects and interior designers are responsible for creating the overall design and layout of the development, including the floor plans, building materials, and finishes. They work closely with the builder’s agent to ensure that the design meets the needs and preferences of the target market, and that it is consistent with the branding and marketing strategy for the development.


They collaborate with designers, copywriters, and marketing experts (so you don’t have to).

Graphic designers and copywriters are responsible for creating the visual and written content that will be used in the marketing materials for the development, such as brochures, flyers, and websites. They work closely with the builder’s agent to ensure that the content is engaging, informative, and consistent with the branding and marketing strategy for the development.

Marketing specialists are responsible for developing and implementing the overall marketing strategy for the development, including the target market, messaging, and channels of distribution. They work closely with the builder’s agent to ensure that the marketing strategy is aligned with the branding and design of the development, and that it is effective in generating awareness and interest among potential buyers.


They arrange professional photos and videos to make your new development stand out.

Photographers are responsible for capturing high-quality images of the development, including both the interior and exterior of the buildings, as well as any amenities or surrounding areas. They work closely with the builder’s agent to ensure that the images showcase the features and benefits of the development, and that they are consistent with the branding and marketing strategy.


…and much more.

Of course, we could go on and on. Staging, renderings, site signage, 3D virtual walk-throughs, and social media marketing (to name a few extras) are all part of a builder’s agent’s job to make new developments and the developer look good.

Overall, the builder’s agent plays a critical role in the successful sale of a new construction development. By providing expertise, support, networking opportunities, and leveraging their professional industry connections, they help maximize the value of the development and ensure a smooth sales process.

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How do you know when you’ve found the right agent for you?

Choosing the right builder’s agent is an important decision for a developer, as the agent can have a significant impact on the success of the development. Tere are a few key factors to consider when evaluating potential builder’s agents.

Track record

Look for an agent who has a healthy track record of success in selling similar types of developments in your local market. A good agent should have deep knowledge of the local real estate market, understand the needs and preferences of potential buyers, and be able to provide valuable insights and guidance throughout the development and sales process.


Excellent communication skills

A good agent should be an excellent communicator, with the ability to listen to your needs and preferences, as well as the needs and preferences of potential buyers. They should be able to communicate effectively with you, potential buyers, and other professionals involved in the development process, such as architects, designers, and contractors.


Marketing and sales strategies

A good agent should have a clear and effective marketing and sales strategy for the development, including a deep understanding of the target market, an effective messaging and positioning strategy, and a plan for reaching potential buyers through a variety of channels. 

Pro tip: ask for a Marketing Proposal. Experienced agents have a tried-and-tested formula for success and they will gladly share it with you if they want your business.


References and testimonials

Ask potential agents for references and testimonials from past clients, and follow up with them to get a sense of the agent’s track record, communication skills, and overall effectiveness in selling similar types of developments.


Trust your gut

Last but not least, learn to rely on your own judgement of character. Developing a strong personal relationship with your agent is important, as you will be working closely with them throughout the development and sales process. Look for an agent who is friendly, approachable, and responsive to your needs, and who you feel comfortable communicating with on a regular basis.

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