What belongs in a broker kit

Look through a week of inquiries to a new development and a pattern shows up quickly: most of them are not buyers. They are brokers, and nearly all of them are asking for the same thing — the floor plans, the price list, the commission, in one place, now, because they have a client on the phone.

A sales team that answers each of those by hand spends hundreds of hours a year attaching the same files. A sales team with a proper broker kit answers in one message and goes back to selling.

What goes in it

Everything a broker needs to sell your project to a client without calling you first:

• The fact sheet. Developer, architect, address, number of residences, floors, unit mix, ceiling heights, delivery date, HOA or maintenance estimate. One page, current.
• Floor plans for every line, with square footage or metres stated the way your market states them, and the stack or keyplan so a broker can see what faces where.
• Price list or price ranges — whichever you release. If you release ranges, say so plainly rather than leaving a broker to guess and then quote the wrong number to a client.
• The payment schedule. Deposit structure and milestones. This is the first question a serious buyer asks and the one brokers most often get wrong.
• Commission and registration rules. What you pay, when it is paid, and exactly how a broker registers a client — the form, the deadline, what happens if a client walks in alone first. Ambiguity here costs you brokers permanently.
• Renders, the brochure and the amenity list, in files that send over WhatsApp rather than a 40MB zip.
• Financing that is available to buyers, and to foreign buyers specifically if you sell to them.
• Who to call. A name, a number and an email for the broker desk — not a generic inbox.

Send a link, not attachments

A folder link — Dropbox, Drive, your CRM’s own document link — beats attachments for three reasons: it goes over any channel including WhatsApp and SMS, it does not bounce on file size, and when the price list changes, every broker who ever received it now has the new one. Attachments freeze in time and the July price list circulates until December.

Version the files themselves: price-list-september.pdf, not price-list-final-v3.pdf. A broker looking at a document with a month in the name knows whether to ask.

Capture while you send

Sending the kit is also the only moment a broker will readily tell you who they are. Take the brokerage name, their phone and their email — and record which project they asked about. Three months later, when a release comes out, that is a list of people who already have your floor plans in a folder.

Keep the broker tag on the record too. Brokers and buyers want different conversations, and asking a broker about their budget and timeline the way you would ask a buyer wastes both people’s time.

Speed is the whole trick

A broker with a client on the line will send the same message to three projects. The one that answers inside a minute is the one that gets shown that afternoon. It does not have to be a person doing the sending — it has to be instant, correct and followed by a real answer when the broker asks the next question.

Ask Sofia tells brokers from buyers, asks when it is not clear, texts or emails your kit link on the spot, and saves the brokerage, phone and email while she does it. See how she handles brokers, or read how fast you have to answer.