Special Feature

[ERA IWD 2024] Brenda Zee: The realtor redefining client relationships across generations

March 8, 2024 4:30 PM SGT

Zee's commitment: a blueprint for realtors. For her, it's not contracts, but connections that matter.

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ERA Celebrates International Women's Day 2024

For the majority of property owners, the realtor-client relationship tends to be a very transactional one. Brenda Zee takes a very different approach with her customers — she goes out of her way to maintain long-lived friendships with her clients, whether they have bought one or multiple properties from her. To her, these relationships are all serendipitous in some way whether or not it leads to future opportunities.

When she ventured into the real estate industry 23 years ago, Zee had no knowledge or experience with real estate. It was also a very different time in the industry, when the market was far less regulated. In fact, she came from the B2B technology sector, managing cathode-ray tubes production at a Japanese firm. “Sadly, the industry I was a part of showed signs of decline, prompting me to contemplate my next move. The decision to either wait for the inevitable retrenchment or to proactively seek new opportunities has been a challenging one,”she recalls.

A real bold move

Zee and her husband chose to take a big leap of faith together, venturing into the real estate industry in 2000. “After our previous career, we wanted to work in a field that would be timeless. The prospect of assisting individuals in finding their dream homes or making sound investments excites us. What made it really compelling was our realisation that there’s no limit to the potential success we could achieve as realtors,” she reflects. “There’s a real sense that what you sow is what you will reap, and there isn’t a maximum salary you can earn each month.”

What she appreciates about real estate as well is that it is an equal-opportunity business, though she does see distinct differences in how female realtors approach and develop leads. “Whether they are buying or selling property, what our clients desire is to have the best deal on the table. Even if they may have some unconscious gender bias, that quickly disappears if you are able to deliver results that meet their expectations,” she says.

She adds: “It is true that the industry has historically been male-dominated, so we tend to only see one way of engaging clients. Not to stereotype, but female realtors tend to be more relational while I’ve noticed that men tend to be more transactional. With residential properties, it’s really important when speaking with families that we engage both spouses. I’m able to connect with the ladies on a more personal front.”

A personal touch

She often uses personal activities to spend time with her female clients and understand their concerns and real estate needs. “Between me and my husband, we have a good synergy that helps us understand the whole function of the family. This allows us to nurture our clients steadily and retain their loyalty,” she explains.

In fact, many of her client relationships have evolved into steadfast friendships, and she is even making property acquisitions for their children. “It’s a little amusing because the children know me [from young] and when we go for viewings or have a discussion, they address me as ‘Auntie Brenda’. But I’ll remind them to just go by my first name as we are on equal footing as realtor and client.”

Zee shares that she treats everyone she comes into contact with thoughtfulness because “you never know where that relationship may lead to”. She says: “It might be a chance encounter that turns into a real estate prospect, or someone interested in joining our group, or even someone who is on the periphery of the industry. What I have come to realise is that casual and personal relationships can easily evolve into professional ones, like the ones I have with my clients’ children who are now my new clients.”

That nurturing instinct is what led her to advise her clients and their children on acquiring real estate for the next generation. “Watching them grow up, I thought that I ought to help their families prepare for the time when they would be ready to buy something for their future needs,” she explains. “We’re thinking ahead for them, so they can focus on precious family moments and personal milestones without worry.”

A guiding hand

Zee exudes the same nurturing qualities with the ERA group Banners that she co-leads with her husband, Elson Chia. “When it comes to our work, we really have complementary skills. He’s excellent at market research, handling due diligence, and he is a very strategic manager. I focus on the marketing, communications, and interpersonal relationships which I’m more suited for,” she notes. “For me, it’s essential that our group provides an inclusive space for everyone. With over 100 agents today, that honestly takes effort. One of the innovative approaches we are adopting is bringing group members together to meet clients jointly or participate in on-ground learning activities. This collaborative strategy not only fosters teamwork but also enriches our collective experience, ultimately benefiting our clients and elevating our service delivery.”

Sports activities are another way the group strengthens its bonds. The synergy and ease that group members and leaders gain through sports helps them collaborate better in the field. “We see that our group members are more engaged and offer suggestions and valuable feedback when our leaders seek their opinion,” she says. “And they develop partnerships to support each other. That’s really important.”

She adds: “Our group is still growing, and new members require guidance and a safe environment to learn and develop their skills, just like I did 23 years ago when I joined with no sales experience. Training is not just about imparting knowledge; it’s about empowering individuals to succeed and boosting their self-confidence. By catering to the needs of each group member, we create an inclusive and supportive environment where everyone can thrive.”

She certainly encourages women who are considering becoming a realtor to take the same leap of faith as she did, and welcomes them to her group. “Perhaps they may feel that they lack the skills to be an agent, but I was exactly the same when I started. Now I’m here to give them the support they need to achieve their own success,” she shares. “I’m really proud that I can be a mentor to other female realtors today, to help them see the value of their abilities and understand how to wield them to realise their dreams.”

Zee’s unwavering dedication to her clients, group and the industry serves as an inspiring blueprint for realtors everywhere, proving that the foundation of lasting success is built on more than just transactions — it’s built on heart and connection. In Zee’s vocabulary, the difference between contracts and contacts is the “R” for relationships.

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