All smiles at the gala dinner: (From left) Wong, Star Media Group (SMG) chief content officer Datin Paduka Esther Ng, Lim, SMG chief executive officer Chan Seng Fatt, Lai, SMG chief business officer Lydia Wang, Yuen and Lee

Entries have demonstrated enthusiasm, innovations and dedication to customers

By: Yip Wai Fong

The StarProperty Awards 2024 Realtor Edition (SREA 2024) would not be made possible without a dedicated panel of judges, who applied stringent criteria to the entries to uncover the deserving winners. In the process, the judges were in return impressed by the quality of the submissions that have reflected a strong push for excellence. 

The judges, with strong professional backgrounds currently serving the diverse branches in the real estate ecosystem, ensured that each entry received a thorough assessment spanning multiple aspects. They are:

• RHB Bank Bhd homeowners head Christine Wong
• Sunway Property chief brand and marketing officer Gerard Yuen 
• Sime Darby Property chief marketing and sales officer Datuk Lai Shu Wei
• Real Estate and Housing Developers' Association (Rehda) Youth president Lee Han Rickz
• Messrs Gan and Zul Advocates and Solicitors group managing partner Datuk Simon SC Lim

Wong said she was impressed by the extra length that realtors went in offering personalised customer service to differentiate themselves and make them unique in the industry.   

“It was interesting to note that the 2024 top-performing realtors continue to offer personalised customer propositions. The submissions showcase how realtors offer differentiated services according to customer persona and needs,” she said.

“The service approach includes creating awareness on the importance of and the know-how for first-time homeownership among young adults, through social media platforms. Other submissions demonstrated reliable engagements with customers on auction properties,” she elaborated.

Lai said that he took particular note of the enthusiasm and creativity showcased in the entries, which reflects a can-do spirit in the face of strong competition within the industry. 

“The submissions clearly reflected the enthusiasm and creativity of the agents and agencies, given the competitive nature of the industry. It was very encouraging to read and view the wide arrays of presentations, where they showed a clear understanding of the market and customers, the relationship building with customers and effort to close a deal,” he said. 

“I am further encouraged that many young talents are joining an industry that has been around for a long time. These young talents bring new life and energy into the sector, along with new use of digital technologies and approaches. They play an important role as the property sector evolves with higher expectations and experience from customers,” he added. 

Lim said his attention was captured by the innovative approaches the realtors had taken to meet new market demands and challenges, including providing consultancy on customers’ long-term financial sustainability. 

“The submissions for SREA 2024 were truly impressive. It was evident that a great deal of effort, creativity and professionalism went into each entry. Many submissions stood out for their focus to educate customers on investing in property sustainably and first-time home buyers to secure their homes. The strategies were customer-centric and leveraged on technology to enhance the real estate experience. The diversity of ideas and the commitment to excellence reflected the dynamic and ever-evolving nature of the industry,” he said.

Lee shared that he noticed technology as the prominent theme in this year’s submission. 

“As a returning judge for SREA 2024, I could see that the submissions this year reflected a growth and shift in the industry through the embrace of digitalisation in their strategies, adopting it in the internal systems for booking, customer follow-ups and tracking of the sales process. It is encouraging to see that adopting such approaches is no longer an option in this profession, but rather the standard today,” he said. 

“It was also particularly inspiring to see submissions from people of all walks of life and to witness how life-changing entering the real estate industry has been for them and their families,” he added.

The judges also lauded the SREA 2024 for providing a platform to give recognition to the industry’s top-performing members. 

“SREA recognises outstanding CEOs and top-performing real estate agents who exhibit excellence in real estate through performance that positively impacts customers, as well as innovation in the real estate service industry. The award is brilliant to highlight the excellent contributions of realtors in the property market,” Wong said. 

“I think SREA is an excellent platform for both emerging and established real estate professionals to find recognition for their achievements and to also push the industry to new levels of service, trust and excellence. I see it playing an important role in pushing the glass ceiling and highlighting what excellence looks like in this profession,” Lee said. 

“The SREA is a fantastic platform that not only recognises excellence in the real estate sector but also sets a benchmark for industry standards. It celebrates the hard work and dedication of realtors who play a vital role in shaping the property market. The awards provide a great opportunity to showcase best practices, encourage healthy competition and inspire others to innovate and excel. It’s an initiative that uplifts the industry and celebrates its achievements,” Lim said. 

Going strong for the seventh year, SREA 2024 continued the standards of excellence to propel the real estate industry forward. Sharing the commitment to setting tall benchmarks, the judges have helped elevate SREA 2024 as a platform to showcase the best of realtors.   

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