Brokers are sweetening the pot: In a new trend, sales often depend on incentives for the real estate agent

The Providence Journal, September 3, 2006  Christine Dunn, Journal Staff Writer

The real estate agent who finds a buyer for a $5.8-million house in Jamestown will receive more than the thanks of the owner and a hefty commission check.  He or she will also be rewarded with a brand new car. And not just any car: a 2007 Mercedes CLK 350 convertible, in the agent's preferred color.

John Hodnett of Lila Delman Real Estate, which has the listing, said his office is planning an event at the house with a representative car to allow agents to take a test drive and "salivate."  And, of course, to take another look at the house, which has been on the market for about a year.

Hodnett said the car giveaway is designed "to get the entire broker community focused on selling your house."  Incentives, often used in the sales business to sweeten a deal, are becoming more common in today's real estate market.  The Mercedes is an extreme perk, but many sellers, at all levels of the market, are offering a little extra to help reel in buyers--and motivate their agents...

..."You have to give away gold bars to get people to come to these things [brokers' open houses],"  joked Hodnett, who has instead held champagne receptions to bring the agents in.  At one recent event, he said, the crowd went through five cases of premium French champagne.....

The Providence Journal,  September 3, 2006

By Christine Dunn, Journal Staff Writer