If you are buying, selling, or investing in property, you will often hear terms like real estate agent, broker,

channel partner (CP), realtor, consultant, advisor, and developer. These terms are often confused, but each role has a distinct meaning and responsibility.

This guide explains the difference clearly and practically.

REAL ESTATE AGENT

An agent traditionally represents only one party – either buyer or seller.

REAL ESTATE BROKER

A broker connects both buyer and seller and facilitates negotiation and closure.

CHANNEL PARTNER (CP)

A CP is an authorized sales partner of a developer and represents the project.

REALTOR

A professional real estate firm offering advisory and transaction support.

REAL ESTATE CONSULTANT

Task-based expert providing feasibility, pricing, and market analysis.

REAL ESTATE ADVISOR

Long-term strategic guide helping buy, sell, hold, or exit decisions.

DEVELOPER

The creator and owner of the project – land acquisition, approvals, construction, and delivery.

WHY THIS MATTERS

Understanding these roles improves trust, transparency, and decision-making.

LA KEYS POSITIONING

La Keys Properties LLP operates as Realtors, Real Estate Advisors.