Special Feature
Adrian Koh: The people-first culture behind #HereToWin
"Knowledge makes you good at the job. Branding brings the job to you." — Adrian Koh. (Photo: EdgeProp Singapore)
"Success multiplies when you help others win. #HereToWin” — Adrian Koh
When Adrian Koh first spoke to EdgeProp Singapore, his message was clear: he was building a force that was #HereToWin.
At the time, the HTW Team had grown from zero to more than 120 agents in under four years. Today, that number has more than doubled. The team now stands at about 260 agents, with two districts growing under his leadership.
Yet for Koh, growth has never been purely about numbers.
“My leadership philosophy is simple,” he says. “I don’t just want people to join me. I want them to become stronger because they joined our team.”
Building a force that is #HereToWin: Koh celebrating a landmark milestone on stage with his team at the PropNex Gala 2026. (Photo: Adrian Koh)
Growth built on structure
Koh attributes the growth of #HereToWin to getting the fundamentals right.
Over the past two years, the team has strengthened its structure, training systems and resources. Agents gain access to a structured learning online ecosystem that allows them to revisit training, sharpen their skills and develop at their own pace.
This is especially important for newer agents, he says, given the steep learning curve in real estate.
“It is not like you attend one training and suddenly become a producer,” says Koh. “My top agents watch training videos three times or more. I don’t want them to memorise content. I want them to understand and internalise my thought process, my delivery and the ‘why’ behind it — then apply it in their own way.”
Today, #HereToWin includes multiple Millionaire and Rising Millionaire achievers, with more than 60 agents crossing six-figure annual incomes. Several were previously struggling agents who found momentum through the team’s systems, frameworks and support. For Koh, their transformation is the strongest measure of success.
As the team expanded, Koh says he also had to evolve as a leader. “The bigger the team gets, the more intentional you need to be. You have to become more efficient, more productive and more structured,” he adds.
Through systems, training and shared support, #HereToWin has produced multiple Millionaire and Rising Millionaire achievers. (Photo: Adrian Koh)
Accessible, but not controlling
Leading a larger team brings the challenge of staying accessible. That said, Koh has always prided himself on being readily available to his agents. But he does not believe effective leadership requires involvement in every issue.
“What my people require is perspective, direction and solutions.
Agents gain access to frameworks that help them solve problems quickly, sharpen their approach and return to the field with greater clarity.
Koh’s multi-year track record as one of PropNex's finest Millionaire achievers. (Photo: Adrian Koh)
Beyond prospecting
Koh has seen agents on the verge of leaving the industry turn their careers around after joining his team. In many cases, he believes the issue was not a lack of effort, but a lack of the right framework, questioning approach and client strategy.
“A lot of agents focus too much on prospecting,” he says. “But how many leads are enough? Ultimately, what matters is knowing how to convert them.”
The gap, he adds, often lies in the quality of client conversations and delivery. Some agents are highly service-oriented — they follow instructions well, but stop short of guiding clients towards better strategic decisions.
“They may not have fully maximised the client’s real estate potential,” he says.
Through frameworks such as the team’s Winning Imperatives, agents are trained to think more deeply and broaden their approach towards handling different situations. This includes understanding a client’s existing property position — whether HDB or private — identifying the next move, and mapping out how asset progression or upgrading can support longer-term goals.
“It is the art of questioning,” says Koh. “Many agents show what they want to show. The client says, ‘Thank you, I learnt a lot today,’ then goes silent. That is because the agent has not uncovered the client’s real purpose.”
For Koh, strong advisory is about helping clients make sense of what truly matters.
A culture of shared winning
The team’s rallying cry, #HereToWin, is intentional. “I didn’t want to build my personal name as the brand,” he says. “Our team is called #HereToWin, and everyone has ownership of that mindset.”
That shared identity is reinforced through what Koh describes as friendly competitiveness. Each month, rankings are shared — without naming agents — as a way for agents to gauge their progress, stay motivated and keep improving.
Recognition is also kept personal. Last Christmas, Koh gifted his team custom pickleball rackets embossed with the team logo, while top achievers received personalised Pokémon-style cards inspired by their stories and achievements.
“I believe the best gifts are the ones that leave an emotional imprint,” says Koh. “I try to give things that carry meaning beyond their price.”
From team outings with custom pickleball rackets to personalized Pokémon-style cards celebrating individual milestones, Koh focuses on gifts that leave an emotional imprint. (Photo: Adrian Koh)
No gatekeeping
One of the defining traits of Koh’s team culture is its spirit of openness. From the outset, new agents are told that knowledge and support are not to be guarded, but shared.
This pay-it-forward mindset has become an important part of the team’s culture.
Rather than relying solely on Koh, agents draw on the collective experience and expertise of the wider team.
“When junior agents ask questions in the group chat, senior agents step in with valuable answers,” he says. “That’s why we don’t need to micromanage. We focus on macro direction, structure and strategies, while the team supports one another and drives the execution.”
The responsibility of leadership
After 14 years in real estate, Koh says his priorities have evolved. He still enjoys the grind — but success today is measured less by personal accolades. Personal awards are meaningful, but what excites Koh most today is seeing others achieve milestones they once thought were out of reach.
What matters more to him is seeing someone regain confidence in their career — to go “from struggling, to becoming confident, doing well and earning comfortably”.
That sense of fulfilment also comes with responsibility. Leading a rapidly growing team means hundreds of agents have placed their trust in him. “They joined me for a reason,” he says. “Property is their livelihood. As their leader, I cannot let them down.”
Driven by family and purpose: For Koh, the weight and responsibility of guiding hundreds of real estate agents toward financial security is deeply rooted in his personal family values. (Photo: Adrian Koh)
Building the next level
For Koh, the next chapter is not simply about expanding the organisation, but developing more leaders within the team.
Two districts — TT Lum District and Michael Chen District and multiple divisions have already emerged under his leadership, reflecting his belief that success should be multiplied rather than centralised around a single individual.
For agents considering their next move, Koh believes success in real estate is not reserved for the naturally gifted — the market rewards those who stay consistent, remain visible and keep adapting.
In his view, knowledge makes you good at the job, but “branding brings the job to you”.
Through mentorship, resources and practical guidance, the team supports agents in building both stronger capabilities and stronger market presence.
“Results are not built on motivation alone,” he says. “They come from systems, discipline and consistency.”
Despite the rapid growth of his team, Koh believes the real achievement is not building a bigger organisation, but developing more capable agents, stronger leaders and a culture that continues to multiply success.
For more information,
Contact Adrian Koh | 97222999
Branch District Director (R045184G)
PROPNEX REALTY PTE. LTD.
Follow Us
Property updates, 24/7.
Subscribe to Newsletter
Market insights, delivered weekly.
Top Articles
Search