Special Feature

Take total ownership

By Esther Goh

/ EdgeProp Excellence Awards 2022 |

October 28, 2022 8:30 AM SGT

Esther Goh of ERA Realty Network receiving the Top Transactor Award for New Condos from Shermie Tee, EdgeProp Singapore vice president, agency sales and training

It would be accurate to say that Esther Goh is living the dream of aspiring realtors. She achieved close to a million dollars in commissions in 2021 and led a high-performance team. But we got a surprising and interesting story when we dove deep into her motivation.

Goh’s parents piqued her interest in real estate from an early age through exposure to the diverse property landscape in early 2000. Thanks to her parents’ early investments in property, she vividly recalls the weekends spent at show flats, surrounded by prospective homeowners and agents and her family’s frequent change in residence during her adolescent years. Goh remembers every home she lived in and all the lovely memories built around them. The idea that she might be instrumental in helping families find their perfect homes and create memories was her reason for entering the property industry.

As a former national rugby player, Goh advocates hard work that pays off and leads by example. She believes in constantly challenging herself, and improving her skills and capabilities, to advance in the fast-moving real estate industry. With a determined spirit and strong emphasis on camaraderie, Goh works well in a team and has her fair share of working in challenging situations. “You always want to better yourself, challenge yourself and improve your game,” she says of the similarities between sports and real estate.

“You always want to better yourself, challenge yourself and improve your game,” says Goh, a former national rugby player (Photo: Dyan)

Client-centric

An outgoing personality coupled with an eye for detail gives Goh the edge when finding the right property that matches her client’s needs and requirements. There is no “one size fits all” approach to finding the right home or investment. Instead, her method is discovering her client’s end goals through sincere communication and a thorough understanding.

“As real estate agents, we help our clients make probably the biggest purchase in their life, and with it comes great responsibility. The entry into the market is just as important as the exit.” Goh emphasised the need for exit plans when purchasing a property, as you only realise your capital appreciation gains when you exit. Knowing the demand and driving force behind future buyers will help to remediate this.

She goes the extra mile for her clients and works on trust to build long-term relationships with her clients, and in the process, she creates a robust referral system.

In response to the award, she says: "This is a great affirmation and spurs me on to work harder.”

That system has withstood many challenges recently, from the implementation of multiple cooling measures by the Government, the rise and fall in the interest rate and most recently, the Covid-19 pandemic.

Part of what she does includes stress testing her clients’ portfolios and keeping a healthy safety net buffer in anticipation of interest rate hikes and changes in general market situations. She advises property enthusiasts: “Play the long game, buy value properties and hold, and do not speculate.”

Building her team

A founding member of Galaxy Group (ERA #1 Top Project Team), her career has been dedicated to helping people — providing clarity to her client’s goals, offering winning solutions, and delivering value and insights to her clients.

Always around to lend a helping hand, Goh touched many lives through her work, and her training is highly sought after by fellow realtors.

Goh was placed second at the Top 5 Managers category at the Young ERA Awards in March

In 2022, she recruited newly minted RES agents who had gone on to achieve multiple ERA Top 5 New Achievers awards and helped an experienced agent to double his income even when they already earned a six-figure income in his previous agency.

“More often than not, new agents are starting from ground zero; I was very fortunate to meet the right mentor when I started and managed to have a relatively smooth transition into the industry.” The truth is, you might have the potential to be a great realtor, but if you choose your mentor wrongly, your career can quickly go the other way.”

Goh hopes to share what she learned on her journey, through the failures and successes, to cut short the learning curve for her agents. She attributes her success to Galaxy Group’s Supernova Programme. The 120-hour programme equipped realtors with best practices, techniques, and tools to give realtors the highest probability of winning. The programme is suitable for new and experienced agents and includes the critical techniques an agent needs to know and do to succeed in the real estate industry. “We even listed the common roadblocks and obstacles for our agents to pick themselves up faster and shorten the downtime.”

Goh conducts weekly meet-ups with her agents and teammates to set the direction for her agents to acquire skills and achieve more success. All the hard work and endurance have paid off in spades — the icing being a top real estate agent at the Excellence Awards.

“Honestly, I am thankful and thrilled with my choices. The only way to improve is by pushing harder and going beyond my best.” She is determined and passionate about making a difference and growing alongside her team members, whom she is ever so grateful for their trust in her.

For more information:

Contact Esther Goh l 91277472

ERA REALTY NETWORK PTE LTD

CEA No.: R057123J

Top Transactor is a Sponsored Series in recognition of Real Estate Salespersons who have achieved the highest number of transactions, based on information from CEA’s Public Register and data.gov.sg between July 2021 and June 2022 that was extracted on 10 August 2022.

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