Special Feature

[ERA IWD 2024] Joelle Chew: An empowering leader who changes lives, one property at a time

March 8, 2024 4:15 PM SGT

“Being a good leader is about being there for your team, understanding their needs, and creating an environment where they can thrive.” - Joelle Chew

ERA Celebrates International Women's Day 2024

As the world comes together to celebrate International Women’s Day, it is only fitting to shine a spotlight on women who have not only broken through barriers but also paved the way for others.

Joelle Chew from ERA Realty Network is an exemplary role model, not just for realtors but for anyone aspiring to make a mark in her chosen field. From humble beginnings to becoming a successful leader in real estate, her journey is a narrative of resilience, growth, and empowerment.

Chew and Shen filming for ERA & MediaCorp Collaboration TVC 2023. (Picture: Joelle Chew)

Grounded leadership and community building

One of Chew’s key motivations lies in her ability to help others — transforming the lives of friends who were struggling with money into success stories of financial turnaround.

Helming her 126-strong group with a record-breaking year of leadership triumph, Chew experienced a breakthrough in 2023 when her partner Jiaming won the coveted Millionaire award. Through unwavering dedication to work reviews and goal-setting, Chew has propelled 13 agents to swiftly realise their private property dreams under her mentorship, with some achieving this milestone in less than a year!

Chew deeply understands the motivation driving each of her agents, be it for buying brand-new condos or landed homes. By employing her empowering 4C sales system of “Construct, Create, Convert, Connect”, she seamlessly guides agents from lead generation to successful closings, ensuring that their goals are not just met but exceeded.

She shares: “Being a good leader is about being there for your team, understanding their needs, and creating an environment where they can thrive.”

Chew’s leadership style is marked by staying grounded and empathetic. Despite her personal success, she remains attuned to her team’s situations and needs. The emphasis on stability in performance through emotional fulfilment is evident in the sense of community she fosters within her team.

“Of course we have our regular team celebrations, such as Chinese New Year lunches and Christmas gatherings,” says Chew of the team she calls family. “But it is essentially the consistent work-together sessions, monthly meetings and weekly workshops in our office which build the supportive atmosphere that means more to my agents.”

To that end, she emphasises that her brand of sales is not about chasing targets for the sake of numbers.

“I don’t think this is healthy,” says Chew firmly. “I believe in motivating my team by understanding their needs and strengths.”

Chew and Shen receiving Top 5 Trainers of the year award from CEO, Marcus Chu and Deputy CEO, Doris Ong, ERA Singapore at the ERA Asia Pacific Business Conference 2024. (Picture: Joelle Chew)

Early days and unlikely beginnings

Chew’s own career in property was not a straightforward path. Beginning as a staff in the reservations team of Shangri-La Hotel, Chew then ventured to Beijing under a hospitality training company, where she served as a trainer to impart “Hotel English” skills to the local staff.

Chew was so good with people that friends would remark that she should explore sales — a job scope that did not naturally appeal to her.

Interestingly, becoming a property agent was not a calculated career move on her part but rather a serendipitous journey initiated when she was recruited by a trusted friend who eventually became her husband. Starting as a part-time agent in 2008, Chew’s 16-year journey in real estate has been a testament to her unwavering commitment.

She reflects: “Real estate is not just about profits; it’s a journey illuminated by the correct choices, transforming aspirations into tangible success stories.”

Chew receiving Top Senior Group Division Director of January 2024 award from KEO Eugene Lim and Deputy CEO Doris Ong, ERA Singapore. (Picture: Joelle Chew)

Turning dreams into reality

One such example involves a retiree client, who longed to stay in a new condo but faced obstacles in realising this dream.

“Many agents advised her to sell first before buying due to loan eligibility,” recalls Chew. “She was not willing to do that; she didn’t like the idea of renting while waiting for the new condo to be built.”

Disheartened, the client contemplated abandoning her dream but in 2019, she met Chew, who devised a comprehensive solution, defying conventional real estate “wisdom”.

“Remarkably, the very next day, her dream home was secured,” recounts Chew. “I believe that the one thing that made the difference was understanding what my client really wanted, and putting that first!”

⁠Chew giving training to the division. (Picture: Joelle Chew)

On lessons learnt the hard way

Changing lives has become a main mission for Chew based on her past experiences. Growing up, she came from a modest background, staying with her family of six in a two-room rental flat.

Chew shares that her parents are not highly educated and knew nothing about property and retirement planning. They ended up using the cash proceeds from the sale of their first property that was in a good, central location to purchase a cheaper property in a less in-demand location.

“Instead of having a ‘delayed gratification mindset’ to upgrade to a better product and location, they chose to buy a less desirable property each time they sell so that they can realise the profit right away,” observes Chew. “If they had had an agent back then who could give them proper advice and planning, I believe they could have made better decisions — they would be leading a different retirement lifestyle now.”

She shares: “Financial independence is not just about having money at any point in time. It’s about making strategic decisions that set the stage for a secure and fulfilling future.”

Her years of growing up in a single-parent environment set the stage for this belief. Chew witnessed how her mother struggled and suffered to stay with her father despite their marital problems, as she was worried she would not be able to support Chew and her three sisters on her own.

When her parents did eventually divorce, Chew saw how hard her mother had to work to make ends meet. It was during this time that she realised how important it was especially for women to be financially independent and have financial confidence.

Chew says: “I realised that doing well in real estate is not just about having high numbers. The satisfaction of helping people through real estate — be it clients or agents — is more than any financial incentive. It’s about changing lives.”

Chew and Shen attending the EdgeProp Excellence Awards 2023. (Picture: Joelle Chew)

Recruitment philosophy and team dynamics

As Chew’s real estate career took off, her life also took a change in course. From owning her first modest car (a Honda Jazz) to a condo and, then more recently, a semi-detached property in Serangoon Gardens, the material success has not overshadowed Chew’s commitment to staying connected to her roots and her team.

She reflects: “Success is not just about personal achievements. It’s about bringing your people along, understanding their journey, and celebrating collective success.” Thus, her approach involves understanding the dynamics of peer support and fostering a sense of belonging within her team.

Recruiting for Chew is more than just filling positions; it is about creating an environment that supports individuals, especially parents with young children. Her team has grown six times its original strength within four years through word-of-mouth referrals.

The secret to building a strong team?

“Focus on finding committed people who are the right fit [for my team], with a positive mindset,” says Chew. “So far this has been my winning formula and hopefully will always be.”

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