In August 2006, the company `MIAN-real estate agency 'in all its territorial offices, introduced a new formula for pricing of real estate services. Now, the size of agency compensation consists of two parts: a fixed portion, equal to $ 3000, and the variable, which is 1,5% of the purchase price (for standard categories of apartments costing up to 800 thousand dollars).

In the interest portion included those costs that are directly dependent on market conditions and the price. It takes into account the actual increase in the cost of the company when dealing with a more expensive property (advertising, the duration of the transaction, the number of impressions, etc.). The fixed part includes those fixed costs that exist in the implementation of each transaction and ensure the provision of quality services (search for an apartment or a buyer, preparing documents, conducting transactions, etc.). This part of the cost is not related to the cost of the facility or the complexity of the specific operation. Owing to the availability of permanent part of an opportunity to reduce the dependence of agents' commission from the price increases in real estate.

The main purpose of innovation, according to general director of ZAO MIAN-`real estate` Nina Kuznetsova was the desire to eliminate the dependence of the value of realtor services on the rise in prices for real estate in Moscow, to introduce the so-called `fair value 'in this segment.

The traditional and still dominant among realtors approach to determining the prices of services as a percentage of the purchase price is, in fact, the affirmation of the principle of `the rich pay more`. After all, the more expensive apartment, the larger the fee the agency. `In our view, such an` automatic `is unfair to the client`, - said Nina Kuznetsova.

Company experts MIAN predicted increase in the flow clients by 15-20% after the introduction of the new formula and, as reported RealEstate.ru in the company, these assumptions are justified. `It is too early to sum up and draw any conclusions, but that the new formula for calculating the service understood and accepted by the client - it is a fact. So we'll work on it ', - says CEO.

Real estate agency 'status' also offers a mixed system of payment for real estate broker. For example, when selling an apartment with a simultaneous purchase of another area (`alternative ') services are calculated as follows: percentage of the cost of selling an apartment, plus $ 1000 each' alternative '(there may be 1, 2, 3).

Flexible system of payment of real estate services company leads Peresvet `Real Estate '. Interestingly, its director general Nikolai Andreyev believes that the actions MIAN caused the company's position in the market. `The company` `MIAN work on secondary housing market at one time was completely suspended, as a result it has lost its position in this market - he says. - The company is now seeking to return them, using new schemes of work, new schemes of payment '.

Fixed rates from `Domostroi` and `Kutuzov Avenue`

In April 2005, a real estate agency `` Domostroy based branch `Domostroy Paveletsky` developed and introduced a fixed price, without interest, regardless of the cost of housing. As described RealEstate.ru spokesman Domostroi `` Ina Budnikova, such a system is understandable and logical. After all, technology sales flat cost of $ 100 thousand and 300 thousand dollars, in principle, no different: Agent performs the same action, preparing the same package of documents required for the transaction, etc. Consequently, the remuneration Agency should not be in these cases differ in 3 times. Of course, the work undertaken by the sale of luxury apartments worth a million dollars more complicated than the sale of housing cost 100 thousand dollars, but not ten times. Therefore, the price of services depends on how much work to be done Realtors (or a simple sale of an apartment, buying, or just settling legal support for the proposed client version, etc.).

Another strong point of this scheme is the conclusion of the contract, which transparently reflect all of the parties. The seller can be sure that he could help out the apartment just as much as it currently stands, and the buyer - that he did not overpay too much and gets an apartment is for the cost, for which she was put on the implementation of the seller. When the legal registration of the fixed payment of real estate services excluded unethical realtor.

The main disadvantage of this scheme for the company lies in the fact that the average cost of services will be lower than the interest payment. In `` Domostroi note that the influx of customers after the introduction of a fixed rate has increased significantly. For example, the branch `Domostroy Paveletsky` number of times customers increased by 3 times. A fixed payment scheme is also practiced in the real estate agency `Kutuzovsky`.

According to the director of marketing for `Kalinka-Realty` Gleb Vlasenko, binding to a fixed value is unlikely to be feasible. When the market is not well-established standards, and prices are subject to large fluctuations, the company probably will have to periodically change the fixed salary, he said.

Criticism from competitors

The reaction of real estate market participants in the company's actions MIAN different. Head of analytical department of the corporation `INCOM-Realty` Alexander Matveev believes that the company may have to choose between the outflow of qualified Realtors, which can affect the quality of services, and a significant reduction in profits.

In MIAN answer is that the new tariff system will not affect the quality of services. `In our case it is not about dumping, but a fair approach to the calculation of the cost of realtor services - commented Nina Kuznetsova. - Thus, innovation does not affect the quality of services offered. Moreover, for anyone no longer a secret that the volume and complexity of the services that gets the seller or the buyer, does not increase in direct proportion to the cost per square meter. And, of course, not pace. Therefore, the statements of other market participants that quality services can provide only for `those` interest, unable to withstand criticism of `no sound.

Specialists 'Agent 002' expectations of the realtors action to reduce the fee. `We did not know what companies will do so first, but it was obvious that sooner or later the market will reduce the size of the commission - said director of marketing real estate agent` 002 `Olga Pobedinsky. - True, it does not mean that the example of companies MIAN followed by other 'monsters' real estate market. Miel and INCOM, for example, still insist that the cost of their services can not be less than 6%. And they will find his client `.

Other market players reacted to the innovations very skeptical. `This scheme (fixed rate plus interest) only works in low price segment, where all transactions are fairly standard and cost of providing such services to companies below the` - notes the head of department of advertising and public relations company Blackwood Elena Rozanova. According to her, the real estate market, these methods are not feasible, since the highest level of service should be paid accordingly.

The future of real estate services

Some market participants expect from other real estate agencies in the transition to a fixed payment of real estate services. On the high proportion of the probability of this is spoken in `Domostroi`. Others believe that this year the situation with the commission will not change. `If in the future, the number of transactions in the market decline - the tariffs are likely to decline as dumping - the easiest to attract clients', - says CEO` Peresvet Realty `Nikolai Andreev.

Some companies in advertising to periodically come up with different `` attractive scheme of payment: `our commission no more than 2%`, `we take a flat fee regardless of the price of the property (which does not say)`, `sometimes even $ 500 from any transaction with Property `.

`But you need to understand - Deputy Director-General warns EA` Status `Andrew eunuchs - that it was all a publicity stunt, the customer will still pay a percentage of` interesting 'for the company, the only question is, if he knew about it or not. It is unlikely that the cost of services will decline, even if it is fixed. Trite, but more expensive: gas, electricity, advertising, etc. Even the tough competition in the real estate market does not change the situation `.

It is not true and that most people will go to those agencies who take a low percentage for their services, is wrong. According to the director of marketing real estate agent `002` Olga Pobedinsky, the market will always be present two types of buyers. Conventionally, they can be divided into conservatives and innovators. Conservatives careful, rational, bad perceived innovation. Innovators, by contrast, tend to be 'one step ahead', they quickly catch the latest trends, including market, and understand that the cost reduction is not always talking about the deterioration of quality. According to statistics from the Conservatives more than the innovators. The percentage is about 70 to 30. So companies with traditionally high rates of commission are coexist peacefully with companies discounter and share the market by type of client.