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Demystifying Procuring Cause: What Every Agent Needs to Know

Procuring Cause

In real estate, securing a sale is just part of the story: ensuring clarity around commission entitlements is equally critical. That’s where understanding procuring cause comes into play. During a recent sales meeting, Devin Reiss, Vice President of Career Development, broke down the essentials of this complex concept. 


This article dives into the key takeaways from Devin's discussion, shedding light on how agents can safeguard their hard-earned commissions, avoid disputes, and build stronger client relationships. 


Meet the Expert 

Devin Reiss Procuring Cause

Devin Reiss brings over two decades of experience in real estate, combining deep industry knowledge with a commitment to agent development. As Coldwell Banker Premier Realty's Vice President of Career Development, Devin’s mission is to equip agents with practical strategies for success in today’s competitive market. 


Known for his approachable teaching style and wealth of experience, Devin has guided countless agents through the nuances of commission entitlement and professional ethics. Whether navigating gray areas of legal law or focusing on client-first practices, Devin provides actionable insights that every agent can use. 


What is Procuring Cause? 

At its core, procuring cause refers to the agent whose efforts directly led to a property’s sale or purchase, ultimately determining commission entitlement. But as Devin pointed out during the meeting, the concept isn’t as straightforward as it may seem: 


"It’s not just about who introduced the buyer to the property—it’s about who stayed consistent, provided value, and was there to close the deal." 


Clients often explore properties with multiple agents or on their own through online platforms, so defining procuring cause can quickly become complicated. This makes understanding its nuances essential for protecting your commissions. 


How Procuring Cause is Determined 

Devin broke down the criteria typically used in procuring cause disputes, which include: 


  1. Initial Contact 

Who made the first connection with the buyer, and how was the relationship initiated? Did the buyer attend an open house, or was it through a scheduled showing? 

  1. Ongoing Engagement 

Did the agent maintain communication, provide updates, and assist the client consistently throughout the process? 

  1. Client Experience 

Ultimately, what was the buyer’s perception? Did they feel supported by one particular agent, or were there gaps in service that caused them to turn elsewhere? 


Devin emphasized that no single factor is decisive—the combination of these elements paints the full picture. 


Common Pitfalls and How to Avoid Them 

To protect your commission and avoid disputes, Devin highlighted several missteps that agents often make: 


  • Assuming Buyer Loyalty: Just because a buyer works with you initially doesn’t guarantee exclusivity. Failing to formalize the relationship leaves room for confusion. 

  • Neglecting Follow-Ups: Communication gaps can cause buyers to feel unsupported, making them more likely to work with another agent. 

  • Overlooking Documentation: In disputes, lack of evidence can weaken your position, even if you believe you did most of the work. 


To counter these challenges, Devin encouraged agents to prioritize three key actions: 

  1. Formalize Relationships: Always use written agreements to establish clear terms with clients. 

  2. Stay Present: Consistently follow up with buyers to reinforce your role and provide ongoing support. 

  3. Document Every Interaction: Detailed records of emails, text messages, and showings can make all the difference if a dispute arises. 


Ethical Considerations in Procuring Cause 

While the technicalities of procuring cause are important, Devin stressed the need to approach these situations with integrity. 


"At the end of the day, it’s about putting the client first. Acting ethically doesn’t just protect your reputation—it also strengthens your case if conflicts arise." 


By prioritizing honesty, transparency, and professionalism, you not only reduce the likelihood of disputes but also foster stronger relationships with clients and colleagues alike. 


Real-World Scenarios: Lessons from the Field 


Procuring Cause

During the meeting, Devin shared examples of how procuring causes disputes can play out.


One case involved a buyer who visited an open house with one agent but later submitted an offer through a different agent. The resolution hinged on detailed documentation showing which agent maintained consistent contact and supported the buyer’s decision-making process. 


These scenarios underscore the importance of staying proactive and focused. Even small actions, like following up after a showing or sending helpful resources, can solidify your role in a transaction. 


Tools and Resources for CBPR Agents 

Coldwell Banker Premier Realty provides agents with the training and tools needed to navigate challenges like procuring cause. From exclusive workshops to customizable forms and agreements, these resources are designed to make your job easier and more effective. 

Devin encouraged agents to explore these tools, saying: 


"Being prepared isn’t just about knowing the rules—it’s about using the resources available to you to prevent issues before they arise." 


Take Action Today 

Avoiding procuring cause disputes requires both preparation and consistent effort. Here’s how you can protect your commission and strengthen client relationships: 


  • Implement exclusive agreements with all clients to formalize your role. 

  • Stay engaged and maintain communication throughout the buying process. 

  • Leverage CBPR’s training programs to deepen your understanding of commission-related best practices. 

  • Keep thorough records of every client interaction. 


By focusing on these strategies, you’ll not only avoid disputes but also enhance the quality of service you provide to your clients. 


As Devin summed it up: 


"When you show up consistently and provide value, you’re not just protecting your commission—you’re building trust and loyalty that will pay dividends in the long run." 


For a deeper dive into procuring cause, you can watch the full sales meeting. For other essential topics, or to schedule a VIP call about elevating your real estate business with Coldwell Banker Premier Realty, please visit our careers website.


Let us help you stay ahead and confidently handle every transaction that comes your way. 

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©2024 Coldwell Banker Premier Realty. Any affiliation by you with the Company is intended to be that of an independent contractor sales associate, not an employee. ©2020 Coldwell Banker. All Rights Reserved. Coldwell Banker and the Coldwell Banker logos are trademarks of Coldwell Banker Real Estate LLC. The Coldwell Banker® System is comprised of company owned offices which are owned by a subsidiary of Realogy Brokerage Group LLC and franchised offices which are independently owned and operated. The Coldwell Banker System fully supports the principles of the Fair Housing Act and the Equal Opportunity Act.

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