Builders were encouraged to be more straight-talking at the Institute of Building conference in Auckland this week.
Tony Sewell, Ngai Tahu Property chief executive, said the development sector suffered from a bad reputation.
"You need to sort out who's who in the zoo," Sewell said.
If a developer was seeking 100 per cent finance, "you're working for the bank and they're not long-term players", Sewell said.
"Developers are not all in the same bag and the property industry suffers very badly from opportunists."