Beyond Transactions: Why Developers Must See Channel Partners as Strategic Allies
- Swaraj D
- Aug 31
- 3 min read
Walk into any sales office in Pune today, and you’ll notice one thing – most of the serious buyers walking through those doors were guided there by a channel partner. It’s no exaggeration. Channel partners (CPs) are the invisible force keeping real estate sales alive and thriving. Yet, too often, they are seen as “middlemen” instead of the strategic allies they truly are.
As someone who has seen both sides of the table – developers working tirelessly to sell their projects, and channel partners working day and night to bring genuine buyers – I can say with confidence: the industry can only grow when these two sides respect and support each other.
The Reality Developers Can’t Ignore
Numbers don’t lie. In most cities, including Pune, over 60–70% of sales happen through channel partners. Why? Because buyers trust CPs. They are the first point of contact, the friend who answers late-night WhatsApp questions, the guide who explains why Tower A might suit your lifestyle better than Tower B.
Developers may have big marketing campaigns, glossy brochures, and site offices, but the CP is the one who bridges the gap between “interest” and “decision.”
Ignoring that role isn’t just unfair—it’s risky.
What Happens When Developers Don’t Value CPs?
I’ve heard countless stories within the CP community. A channel partner spends weeks nurturing a client, only to see them walk into the developer’s office and get taken over by in-house teams. Or worse—commissions delayed, or not honored.
When this happens repeatedly, two things occur:
The CP community quietly starts diverting buyers to other projects.
The developer’s reputation takes a hit in the market.
The truth is simple: no CP will push a project that doesn’t respect their effort. And that’s where developers unknowingly lose momentum.
The Power of Collaboration
Now, let’s flip the story. Developers who treat CPs as partners, not outsiders, witness something powerful:
Faster Sales Velocity → A respected CP network can help a project sell out much quicker.
Positive Market Reputation → Word travels fast in the CP community. Fair treatment = stronger support.
Better Customer Experience → When CPs and developers work hand-in-hand, buyers feel secure and valued.
Think of it this way: every CP is not just bringing you a buyer—they’re bringing trust, influence, and long-term goodwill into your project.
Building a Stronger Future, Together
The future of real estate isn’t about developers vs. CPs. It’s about developers with CPs. The association movements we see today in West Pune are proof that CPs are standing up for their rights, building communities, and creating accountability in the system.
Developers who recognize this shift will not just sell homes—they’ll build lasting legacies.
A Gentle Thought for Developers
The next time a channel partner walks into your sales office, don’t see them as someone “claiming commission.” See them as someone who has already invested time, effort, and trust to bring a buyer to your doorstep.
Respect that, and you’ll find your biggest allies. Ignore it, and you might just lose the market’s biggest strength.
At SHP Realty, we believe in one simple principle: Channel Partners are not optional—they are essential. By giving them the recognition and respect they deserve, we can reshape Pune’s real estate into a more transparent, ethical, and growth-driven ecosystem.
About the AuthorSHP Realty is on a mission to reshape how real estate is experienced in Pune. Through our blogs, we aim to educate, empower, and encourage collaboration between clients, developers, and channel partners.
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