Liam Wee Sin of UOL Group: Cyclist, conservationist, chief executive

SINGAPORE (EDGEPROP) - Liam Wee Sin has often been a fixture at the sales gallery of listed property company UOL Group’s latest project launches. “You may not see me, but I’m there,” says the group chief executive of listed property company UOL Group. “Residential project marketing and sales has always been close to my heart.”
Liam won the Personality of the Year award at the EdgeProp Singapore Excellence Awards 2019; UOL Group also won the top developer award that same evening (Photo: Albert Chua/ EdgeProp Singapore)
Adds Liam: “I’m actually very hands-on when it comes to the concept and marketing of residential projects: It’s very challenging, it’s highly competitive. At the same time, it’s very exciting because you have to be in touch with market sentiment.”
He believes that being at the sales gallery, particularly on the first weekend of preview and launch weekend, is the best way to “gather information or ground intelligence”. He explains: “You have to be there observing, not just receiving reports at the office; you must stay competitive; you have to see what other people are doing; and you cannot keep thinking that you’re the best.”
Liam won the Personality of the Year award at the EdgeProp Singapore Excellence Awards 2019. UOL Group also won the top developer award that same evening.
Liam wakes up at 6am, cycles an average of 15km three times a week, and is in the office before 8am every day (Photo: Liam Wee Sin)

Drive, tenacity, competitive spirit

While visiting showflats is his “hobby”, outside the real estate realm, Liam is an avid cyclist. He wakes up at 6am, cycles an average of 15km three times a week, and is in the office before 8am every day. It is this drive, tenacity and competitive spirit that permeates UOL and has made it a leading property developer in Singapore today.
“At UOL, we have been competing with ourselves,” he says. “To be successful, we have to be ahead of the game in terms of identifying sites with a growth story, and continually trying to improve our product offering through innovation or thoughtful designs that meet home buyers’ needs...