Mohamed Salah: Sales commissions have killed professionalism in real estate marketing… and the market is paying the price for the culture of quick sales.
Mohamed Salah, Chairman of the Board of Directors of White Investment Real Estate Marketing Company, stated that the dominance of a "quick commission" culture in a large part of the Egyptian real estate market has directly contributed to a decline in professionalism within the marketing sector. He emphasized that the focus on closing the deal by any means has become more important than the quality of service provided to the client.
Salah explained that many entities now view the client as a "temporary sales opportunity" rather than a long-term partner. This has led to the proliferation of practices lacking in-depth consultative support and relying primarily on sales pressure instead of building trust.
Salah added that this model has created an imbalance in the market, where the importance of studying client needs and analyzing their investment capabilities has diminished, while marketing methods aimed at achieving the fastest possible return, even at the expense of the client's interests or the sustainability of the relationship, have increased.
Salah pointed out that the market has already begun to show a clear reaction to these practices, with some clients increasingly opting to deal directly with developers or seeking out more professional entities that offer genuine consultative content. This serves as an early warning to marketing companies that have not yet reconsidered their approach.
Salah emphasized that the shift towards a more professional model is no longer an option but an absolute necessity, especially given current economic changes and increased customer awareness. He pointed out that the companies that will survive are those capable of striking a balance between commercial returns and professional responsibility.
Salah concluded by stressing that “commission should be a result of professionalism… not a substitute for it,” emphasizing that the future of the market belongs to entities that build long-term relationships based on trust, not on quick deals that end once the sale is complete.