Last month, southern developer Novaland started advertising for multiple positions such as sales directors and sales staff, with a requirement of hundreds of new employees working in Ho Chi Minh City.

Brokers are in high demand. Photo: baodautu.vn

According to Novaland, the company currently has a pipeline of projects such as AquaCity, Nova Ho Tram, Nova Phan Thiet, and more, which require a large sales force.

In 2023, Novaland suspended its real estate brokerage teams and large numbers of sales staff after several of the company’s projects encountered legal issues.

At the end of last year, the company was able to resolve the legal obstacles surrounding major projects like AquaCity and Nova Ho Tram, so it needs more agents to begin selling these products.

Tran Anh Land JSC, part of privately run Tran Anh Group in Ho Chi Minh City, is recruiting about 100 sales staff.

Vo Thanh Dat, CEO of Tran Anh Land, said the company has four developments for sale, so they require more estate agents.

“Our direction this year is to approach customers with real needs for house purchases. Therefore, the recruitment of sales staff will involve a more thorough selection process,” said Dat.

Similarly, Asian Holding Real Estate JSC announced of seeking hundreds of sales staff in February and March.

Nguyen Van Hau, CEO of Asian Holding, shared that the company needs to increase sales in the first and second quarters of this year.

“This is also a peak time for sales generally, mandating a large sales force,” said Hau.

Another company with a large demand for sales staff in February is Dong Tay Land, which is currently selling more than 10 projects across the country.

An overall survey of the recruitment market shows that most demand has come from real estate brokerage firms.

Nguyen Van Tung, CEO of brokerage firm DKRS Real Estate JSC, noted that since the property market fell into the doldrums two years ago, many changes have occurred in the development structure of real estate firms.

Tung explained that in the past, big developers often had sales teams with multiple offices and thousands of staff.

For instance, Hung Thinh Corporation employed more than 3,000 sales staff in 2022, but now the company no longer has sales offices or sales personnel. External brokers now sell its products.

“Many developers are starting to change their business strategies. Products will start being pushed out through brokerage firms, while investors will just focus on their projects,” Tung said.

Nguyen Huong, sales director at Nam Long Group, known as a market leader in the affordable housing segment, elaborated that in the past, investors operated with a ‘two-hands’ model, with the right hand developing projects and the left hand directly selling them.

The advantage of this model was that investors could take advantage of all revenue streams from both development and sales, while also being proactive in distributing their products.

However, this model became less effective after 2022, when the real estate market faced difficulties and sales were low. At the same time, the costs of sales staff and office spaces put financial burdens on firms.

“Pushing products through brokerage firms has multiple advantages. They can receive large deposits paid by brokers seeking to sell their products. This ensures the sales progress, and the more brokerage firms involved, the faster the products are sold,” said Huong.

Huong added that Nam Long Group has been implementing this model since 2024, and it has proven very effective.