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Examines the factors which motivate developers to appoint their marketing agents. This is achieved by comparing the views of the developers and real estate agencies as to the importance of the various attributes or strengths campaigned by the latter. In the process, aims to uncover if the attributes considered important by the developers in selecting their marketing agents are congruous with the attributes campaigned by the real estate agency firms. This study will be of interest to real estate firms who provide agency services as it will highlight to them the needs and expectations of developers in Singapore.

For real estate agency firms to market their services successfully they would need to understand the factors which motivate developers to engage them for their services. Examines the factors which motivate developers to appoint their marketing agents. Four categories of motivational factors could be identified for this study. These are the internal factors, external factors, characteristics of the development and characteristics of the marketing agents. From the groupings, a total of 21 sub‐factors were subsequently derived and tested against a random sample of 58 property developers in Singapore in a survey. These developers were classified further into the following categories which typify their characteristics: controlling interest; listed/non‐listed company; sale/lease decisions; and size of paid‐up capital.