An emphasis on people and community building has shaped how Siow has nurtured and strengthened his realtors under the Perry Siow branch (PSB), a group under the AAG Division. (Picture: Samuel Isaac Chua/The Edge Singapore)
The real estate business is more than just a brick-and-mortar one — at its heart is a people-centric business where realtors focus not only on serving their clients, but also on building supportive relationships with fellow realtors.
Team building and agent retention has always been a challenge in any real estate agency. Being self-employed usually means it is every man for himself. Shuffling between agencies or leaders can happen for a variety of reasons – be it the dynamics of the division or agency, the benefits or training provided, or advanced technological tools that better equip them for their business.
Despite these, one leader believes a strong culture of mentorship within a team is fundamental for retaining agents. Leading 300 realtors aged from the early 20s to mid-50s, he places a large emphasis on people and community building. This is the foundation that has guided Perry Siow, Senior Associate Executive Director at OrangeTee, through his 20- year career. This foundation has helped shape how he has nurtured and strengthened his realtors under the Perry Siow branch (PSB), a group under the AAG Division.
The real estate industry is ever evolving, often facing new regulations. This requires realtors to constantly keep abreast of market news and updates.
Siow’s people-centric focus and enduring mindset of self-improvement stem from his experiences as a real estate salesperson, having worked through the market’s ups and downs. “I draw from my own experiences as a realtor over the last 20 years. I started right at the bottom as a rookie in my 20s. Even after two decades of experience, I am still learning,” he says.
“When we build a community, as opposed to building a traditional team, there will be an unspoken mandate and purpose to serve, as well as a sense of responsibility and belonging. This makes it a safe haven for both experienced and new realtors. As a result, everyone benefits, including our customers. Realtors are also then better equipped to empower their clients in making better property-related decisions,” Siow adds.
In his community of agents, there is a focus on teaching and learning. As the saying goes, Rome was not built in a day. The building of a community takes time and effort, and certainly not just by one man alone. Siow focusses on three pillars of success.
The first pillar of success is his Leader’s Lab, which focuses on brainstorming ideas and execution planning for the PSB community. Here, the needs on the ground are brought up and discussed with other leaders. This helps in the streamlining process, allowing them to strategise ways to better equip the community.
The second pillar of success is the cutting-edge technology created and provided by Lester Tan, founder of AAG. His InstantPro app has helped many realtors improve their productivity and boost sales. “I’m deeply grateful to Lester for developing the technology and sharing it for the better good of AAG,” Siow says.
The third pillar of success lies within the open-heartedness of OrangeTee’s management. The company provides a conducive, communal environment for growth. The management also encourages more to embark on community-building endeavours.
These three pillars have been instrumental in building and supporting the PSB community and will continue to do so, allowing the community to thrive and succeed.
“Anyone can build a community, but the key to growing it over the long term is building deep and meaningful relationships with people. One of the things I’ve learnt in my years of growing teams and managing people is, people don’t really care how much you know until they know how much you care. And if you invest in truly wanting to help them succeed - the money and growth will follow,” Siow says.
“Though we have a team of diverse agents of a wide age range, everyone is equally motivated to succeed. Age is just a number. If you’re a new and inexperienced realtor, you will be guided by a more experienced realtor. If you have trouble adopting the latest technology or social media, our community of realtors is here to support you. We are an inclusive community and together, you’ll not be left behind. I always remember the saying, ‘If you want to go fast, go alone; if you want to go far, go together.’ This is what the Perry Siow branch stands for and believes in,” Siow concludes.
Orange Tee & Tie Pte. Ltd.