Jia Landed Co-founders Phua and Lee (Left and right) lead a team of diverse professionals turning dreams into reality for clients and themselves. (Picture: Samuel Isaac Chua/The Edge Singapore)
Jia Fellas Group’s slogan, "Home of Extraordinary Realtors", is inspiring and underscores the philosophy of its two co-founders, Cruz Phua and Alvin Lee.
Phua, a former banker, and Lee, formerly an officer from the RSAF, started as realtors from different agencies and became friends. Their friendship blossomed into a partnership when they founded Jia Fellas Group at the end of 2020 under their agency, Singapore Realtors Inc (SRI). This was followed by Jia Landed, which was formed in 4Q2023 and focuses on landed properties.
“The slogan resonates with us – we want to bring out the extraordinary among our team of realtors who are confident in a grounded and subtle way, focusing on results and client satisfaction,” explains Phua.
Within its first year, Jia Landed accomplished an impressive double-digit count of landed properties transacted, surpassing $75 million in total value — no easy feat given the slower demand for luxury homes in 2024.
The team's string of recognition speaks volumes of its remarkable success. In September 2024, the team won the Top Senior District Division award (1H2024), and five team members clinched the coveted SRI Pegasus Award (gross monthly commission of $100,000).
Meet the powerhouse behind Jia Landed: a close-knit team of 15 driven professionals transforming landed property dreams into reality with expertise and teamwork. (Picture: Cruz Phua & Alvin Lee)
Thanks to the excellent teamwork of its small 15-member team, which relies on each other's strengths to deliver exceptional service to landed property owners, Jia Landed has taken off with soaring success.
In a highly competitive industry where realtors must be nimble in adapting to dynamic market trends, Jia Landed's modus operandi is akin to tight-knitted tag teams that lend each other unstinting support — from gaining leads to listing to following up with clients.
No matter how hectic their schedules may be, every team member carves out time to gather at SRI’s corporate office meeting room in Great World, aptly called the “War Room”, for their weekly huddle without fail.
When team members brainstorm ideas and overcome challenges, they forge closer ties, leading to greater trust and respect for each other's strengths and capabilities. “The weekly meetings are valuable sessions where members gather to look at the big picture and share updates on listings and review each other's strategies," Phua proudly describes.
Jia Landed specializes in selling landed properties, combining deep market expertise and a tailored approach to deliver exceptional results for clients. (Picture: Cruz Phua & Alvin Lee)
Team member Adrian Khoo, with two decades of senior leadership experience as a former managing director and divisional head in investment and private banking, has seamlessly transitioned into real estate with Jia Fellas. Drawing on his expertise with ultra-high-net-worth individuals (UHNWI), he values the group's weekly meetings as a vital forum where team members exchange insights, align inventory with demand and refine best practices, ensuring that it continues to dominate market share.
Ex-banker Zavier Er, winner of multiple Pegasus Awards with a strong reputation among sellers, has benefitted much from the group's workflow and selfless sharing and cooperation within the team, spurring him to play a very active role in Jia Landed. His fluency in multiple languages and people-centric skills have enabled him to connect well with clients, many of whom have become his friends.
Under the nurturing wings of Phua and Lee, team members are closely guided and given ample opportunities to shine. This has propelled the team, comprising fresh and mid-career professionals, to transact at least one landed property since they joined.
Jia Fellas' team: Ng Gek Chong, Norman Chua, Adrian Khoo, Alexes Yan, Zaiver Er, Mei Jih Lee (in order from left to right) (Picture: Samuel Isaac Chua/The Edge Singapore)
For newbie realtors who have just embarked on their journey, the co-founders emphasised the importance of providing them with confidence-building opportunities. Alexes Yan, the group's youngest achiever in his mid-20s, is one team member who has benefitted from the duo’s magnanimous mindset.
Alexes is already making waves in the industry, achieving what many aspire to do in a short time. Within 18 months of starting his RES practice, he has earned the coveted Pegasus Award not once but twice — a testament to his talent, drive and determination.
Reflecting on his journey, Alexes credits much of his success to the incredible mentorship and support within the group, highlighting Phua and Lee as pivotal figures who guided and inspired him. “The Group’s dynamic environment, coupled with Phua and Lee’s unwavering belief in me, has been the driving force behind my growth,” he shares.
Fellow teammate Ng Gek Chong, 31, joined Jia Fellas after becoming a RES, where he won the Top Rookie award in his first year. A humble achiever with constant referrals and good reviews from clients, he has consistently achieved the Top 50 award and the Ascending Millionaire Awards three times consecutively since 2022. With his past transactions predominantly in condominiums, he is grateful to the initiatives within the Jia Landed Group that helped him achieve multiple landed transactions, a new segment that created more opportunities for his growth.
Lee and Phua form a dynamic partnership, blending complementary strengths to mentor their team and achieve exceptional real estate success. (Picture: Samuel Isaac Chua/The Edge Singapore)
Under the influence of Phua and Lee, Gek Chong reinvested his profits from his property investment to purchase a freehold landed terraced house and an industrial property, and he is currently looking to expand his investment portfolio.
Mid-career professionals-turned-realtors are also given the opportunity to grow and succeed, especially with the assurance from the co-founders that their personal goals are aligned with the team’s direction.
Under the mentorship of Lee and Phua and with the team’s support, Norman Chua, a former entrepreneur of a digital marketing business who switched to real estate, earned the trust of his clients and successfully transacted a detached house and semi-detached house within a year.
Another success story is Meijih, a first-class honours degree holder (Interior Architecture) who successfully brokered her first landed property deal within a few months of joining Jia Fellas. Previously a consultant for design and architectural lighting solutions, she successfully leveraged her professional background and, with the valuable knowledge from the team’s support, transacted landed property deals and overcame obstacles.
Riding on its impressive track record, Jia Landed is on the lookout for more talents to join its growing team comprising members from a plethora of professional backgrounds, including bankers and ex-commandos.
Lee is a dynamic real estate leader known for his entrepreneurial mindset, consistent top-tier sales performance, and dedication to mentoring his team to success. (Picture: The Makeover Inc.)
Driven by their firm belief that “every house can be sold” and “no two houses are the same”, the Jia Landed team does not subscribe to a cookie-cutter approach. Leveraging their deep understanding as landed property owners, Jia Landed engages potential buyers with the unique features and positive attributes of individual properties to make their hearts flutter.
“Being landed property owners ourselves, we live and breathe the art and science of selling landed properties. We easily relate to how buyers and sellers think, which makes it easier for us to engage them with our ideas and expertise,” notes Lee, the owner of a terraced house.
During their preliminary visits to the sellers’ homes, the team assesses every nook and corner within and outside the properties to uncover their hidden merits. "Every house has its own merits and hidden potential that goes beyond physical characteristics, making landed real estate exciting,” highlights Phua, who owns a semi-detached house.
Phua is a skilled real estate professional with a talent for uncovering a property's hidden potential and turning challenges into successful sales. (Picture: The Makeover Inc.)
“We look beyond their physical dimensions to see the house with our hearts to capture the emotional selling points that pull on buyers’ heartstrings,” he adds.
Phua shared how they were tasked with selling a detached property in Serangoon Gardens that had been dormant on the market despite being marketed by numerous agents for 1.5 years. Within a short time, they found a potential buyer deciding between the older detached property and a new semi-detached one.
Phua eventually convinced the buyer, who agreed that the detached property fulfilled her long-term aspiration to own a house of superior status with better resale potential after Phua shared its hidden merits.
Client appreciation yacht party (Picture: Alvin Lee & Cruz Phua)
Among the 100 listings for sale in their inventory is a brand-new semi-detached house, Spring Water Villas, located in Jalan Mata Ayer (off Sembawang Road). The four-storey house offers 3,521 sq ft of 999-year leasehold land with approximately 7,000 sq ft of living space. The sleek six-bedroom and six-bathroom luxurious abode with a contemporary design features a private lift and swimming pool, with a guide price of $6.98 million.
Throughout his trailblazing 15-year career in real estate, Phua has received numerous accolades. Since 2021, with SRI, he has achieved multiple Millionaire and Ascending Millionaire Awards, including Millionaire Realtor in 2024, and won the highest recognition of an Emerald Pegasus in December, the one and only awarded in SRI for 2024.
Phua has also brokered several notable deals that attracted media mention, such as the first unit in ultra-luxurious Les Maisons Nassim ($39 million, $5,930 psf), a St Regis Residences penthouse ($14 million), and the highest-transacting resale condo in Singapore, Orchard Residences ($10.25 million) in April 2022.
Japan holiday with the group in 2023. (Picture: Cruz Phua & Alvin Lee)
Lee has similarly made waves in the industry with consistent chart-topping sales. He garnered the Ascending Millionaire status in 2022 and 2024. In 2024, he was named SRI Top Project Sales Achiever (first position, August), SRI Top Senior District Director (first position, 1H), SRI Pegasus Award Winner (October, August and March) and SRI Apex Gold Award (September).
Armed with an entrepreneurial mindset and deep passion for what they do, the pair shared that they have ploughed their earnings back into their business or invested them in properties, including commercial ones.
Ski holiday with the group in 2023 (Picture: Alvin Lee & Cruz Phua)
To celebrate the team’s achievements and for team bonding, the members have travelled together to popular destinations for exciting experiential holidays – their third skiing trip to Japan is planned for February 2025. The team also hosted their clients on yacht trips to show their appreciation and build relationships.
As for themselves, the two partners aspire to grow the team and help lift everyone to greater heights and success, and on a lighter note, they aim to upgrade their current landed homes as well.
For more information,
Contact ALVIN LEE | 86885000
ASSOCIATE SENIOR DISTRICT DIRECTOR (R041695B)
SRI PTE. LTD