Special Feature

How focusing on sub-sales helped Randall How become one of EPEA’s top transactors

October 13, 2023 3:00 PM SGT

Randall How receiving his award, presented by the CEO of EdgeProp, Mr Bernard Tong. (Picture: Albert Chua/The Edge Singapore)

Randall How, Associate Group Director at PropNex Realty, has hit a milestone in his career. The agent, who has been in the industry since October 2015, is one of 10 realtors who have secured the highest number of transactions in the resale condominium segment by an individual real estate agent at the EdgeProp Singapore Excellence Awards (EPEA) in 2023. The award covers transactions made between June 2022 and May this year.

When he first heard the news, Randall was surprised and elated, naturally.

“Being one of the top 10 transactors was something I never thought was possible before,” he says, adding that he was simply focused on doing the best for his clients and letting things “take care of themselves”.

The key to Randall’s secret is his focus on sub-sales, which is still a relatively under-appreciated market within the real estate landscape. Although he had joined the industry in October 2015, the agent found his niche nearly six years later, in August 2021, when he was trying to sell his one-bedroom unit at Riverfront Residences. At the time, Randall discovered that there was a dearth of realtors specialising in sub-sales, and subsequently moved into this particular segment as his main focus.

When he spoke to EdgeProp in January this year, the term “sub-sales” was not commonly heard of among home buyers and Randall often had to explain the concept to them. In a nutshell, sub-sales, or sub-selling, is when a homeowner has purchased a new home from a developer and now wants to sell it before the project’s certified statutory completion or CSC has been achieved.

Today, while sub-selling is becoming more common among agents thanks to word of mouth and How’s training sessions for his team, it is still very much an under-served market, he says.

“Sub-selling is difficult work as there are no showflats or units to show our clients what they’re buying. Agent commissions are also lower for sub-sale and resale units compared to new projects from developers,” Randall explains.

This is where the agent stands out from his peers: his ability to step into his clients’ shoes.

“Sub-selling — or selling real estate in general — is all about understanding the day-to-day needs of your potential clients. When introducing a property, things like accessibility to the nearest bus stop or MRT station and places to shop and eat are all important to potential buyers,” says Randall.

He adds that before presenting a unit to a potential buyer, he will take the extra step by recce-ing the neighbourhood to get a better feel of the place.

Expanding his network

Now that Randall has established himself within his niche, he is looking to branch into new launches, where he can also give advice to potential buyers on the best units to choose should they want to put their unit up for a sub-sale in future.

During an interview in early August, Randall revealed that he was aiming to become the project in-charge (IC) for Hillock Green, a 99-year leasehold condo located in District 26. The 474-unit condo is developed by Forsea Residence, Soilbuild Group Holdings and UED Alpha, a subsidiary of United Engineers. Hillock Green will receive its temporary occupation permit or TOP in 2027.

To Randall, his move into working on new launches is going to be an “interesting challenge”. “I think it’ll be fun. I like to enjoy my work, too,” he says.

That said, the agent is still positive on the prospects of sub-selling, believing that this market will remain an important one in the years to come.

Randall: Sub-selling — or selling real estate in general — is all about understanding the day-to-day needs of your potential clients.

Taking that first step

It has been two years since Randall took the leap of faith to focus on sub-selling and he has not looked back since.

He still remembers the unit that started it all.

“I was visiting my client at Riverfront Residences just the other day and thought ‘why not visit my old unit?’ After all, it has been some time. When I got there, a wave of emotions came over me. Everything started from there and it felt as if I have come full circle since my journey started. Without that unit, I wouldn’t have had the career I have today, and I wouldn’t have had my current house and the wonderful memories that came with it,” he muses.

“I’ve also learnt so much from this entire experience. It took me six months to sell that unit and I could have given up. I’m so thankful I didn’t. When I first began sub-sales, it wasn’t an easy task. But through learning lessons along the way and realising that there are other sellers who have been in the same position as me, I’m glad it all worked out, for me and my clients.

“I always tell my buyers that it doesn’t matter what they buy for their first house as long as they start somewhere. It’s key to just make the first move even if they can’t afford to buy their dream home just yet,” he adds. “In my own journey doing sub-sales, it’s the same thing. Without that one-bedroom unit in Riverfront at the time, I wouldn’t have known that it’s possible to get to where I am today.”

For more information,

Contact Randall How | 96588476

Associate Group Director (R053956F)

PROPNEX REALTY PTE. LTD.