Kyero Pro Podcast Season 3, Episode 1: Agencies Who List vs Listing Agencies

About this episode

For the opening episode Alfredo is joined by Roger Widen, partner at Homerun Brokers, the Marbella agency behind Netflix's Making It in Marbella. Roger arrived on the Costa del Sol from Sweden in 2011, in the middle of the crisis, and has worked both sides of the model this season is about. His definition of a listing agency is a layer that sits between the vendor and every other agent on the coast, serving both. Alfredo's definition of an agent who lists is a buyer-led agency that has accumulated a handful of instructions through momentum and osmosis. 

The conversation explains how the first model came to exist, why it depends on exclusivity and a fee large enough to share, and why it has not spread to Mallorca or Madrid.

What's covered

• What separates an agent who lists from a listing agency, and why most coastal agencies are the former without realising it
• Two sales meetings in the same week, one built around leads and conversion rates, the other around Google Earth and a house-by-house tour of Sierra Blanca
• How the post-crash wave of off-plan agencies, trading developer stock on collaboration agreements, shaped a generation that never had to win a resale instruction
• Why nationality-specialist buyer's agents cannot credibly ask sellers for exclusives, and how listing agencies solve that by sharing with everyone
• The Costa del Sol fee split that favours the buyer's agent, and why Roger defends it
• A Mallorca listing agent who would rather let the vendor wait a year than share for one percent
• Why the luxury segment is the benchmark for how far listing service can go, and what Alfredo says about a €150,000 property on a split fee

Who should listen

Agency owners and sales managers on the Costa del Sol, Costa Blanca, Mallorca and the other international coastal markets who hold a portfolio of listings and have never asked themselves what, exactly, they are doing with it. Buyer's agents who want to understand what a good listing agency does before they pick up the phone. And anyone in a market where every agent still lists and sells alone, who wants to know what the collaborative model looks like before it arrives.

Listen or watch

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Learn more about Roger Widen's work at Homerun Brokers or connect with him on LinkedIn.