Channel partners sell a large share of new residential inventory in India, yet the role is rarely explained clearly. This guide covers what a CP is, how the money and lead registration work, and how CPs can build a lead flow of their own.

What is a channel partner in real estate?

A channel partner (CP) is a real estate agent or agency that is formally empanelled by a developer to sell its projects. The CP brings buyers, arranges site visits and helps close bookings. In return, the developer — not the buyer — pays the CP a commission on each booking.

A CP can be a one-person broker, a firm with a sales team, or a large national advisory. Most CPs work with several developers at the same time.

Channel partner vs broker

Channel partnerBroker (resale/rental)
Works forThe developer, on specific projectsUsually the buyer, seller or both
Paid byThe developer, as commission on bookingBuyer and/or seller brokerage
InventoryNew launches and under-construction unitsResale and rental properties
Formal agreementCP empanelment with the developerVaries; often informal

Many firms do both: CP work on new projects and brokerage on resale.

How a CP works with a developer

  1. Empanelment. The CP signs the developer’s CP agreement and shares documents, usually including their RERA agent registration.
  2. Mandate and material. The developer shares pricing, brochures, inventory and the rules for marketing the project.
  3. Lead registration. Before or at the first site visit, the CP registers the buyer with the developer, often through a CP portal or app.
  4. Site visit and booking. The CP accompanies the buyer; if the buyer books within the validity period, the booking is credited to the CP.
  5. Payout. Commission is paid once the conditions in the agreement are met — for example, after a set percentage of the payment is received.

How CP commission works

Commission is set by each developer and project. It is usually a percentage of the agreement value, sometimes with slab-based incentives for volume or for selling during a launch window. There is no fixed industry rate, so compare the percentage together with:

  • When the commission becomes payable (at booking, agreement or a payment milestone).
  • How long payouts take in practice.
  • What happens if the buyer cancels.
  • TDS: commission payments are subject to tax deduction at source under Section 194H of the Income Tax Act — check the current rate with your accountant.

RERA registration for channel partners

Under Section 9 of the Real Estate (Regulation and Development) Act, 2016, real estate agents who facilitate the sale of units in registered projects must register with the state RERA authority. Section 10 requires agents to quote their registration number in their dealings. In practice, most developers ask for the CP’s RERA number during empanelment, and it should appear on the CP’s ads and project pages.

Lead registration and ownership disputes

The most common CP dispute is simple: the same buyer reaches the developer through a CP, a Meta form and the site office in the same week, and more than one party claims the booking. Developers usually settle it using registration time and whether the CP accompanied the site visit.

Protect yourself by:

  • Registering every lead with the developer the same day, and keeping the confirmation.
  • Logging the date and time of first contact and every site visit.
  • Knowing the validity window in your agreement — how long a registration stays yours after a visit.

Our channel partner lead registration playbook shows a simple setup for this.

How channel partners get leads

Most CPs rely on three sources: developer-shared leads, property portals and referrals. Portal enquiries are usually sent to several brokers at once, so the first to reply often wins. That is why more CPs now run their own campaigns:

If you are a CP or broker, our marketing for channel partners page explains how we set this up.

This article explains general practice and is not legal or tax advice.