Special Feature

Linda Foo and Jenny Choong: Dynamic duo’s strategic consultancy approach raises the bar in real estate sales

September 2, 2024 10:00 AM SGT

Authenticity guides Linda Foo and Jenny Choong as they enhance their service with a consultative and structured approach, elevating their work beyond just business transactions. (Picture: Samuel Isaac Chua/The Edge Singapore)

Authenticity is a real gem that sparkles and shines the way for friends-turned-client-turned partners Linda Foo and Jenny Choong, who elevate their service delivery with a consultative strategy and structured approach that transcend a business transaction. Their successful partnership is founded on mutual trust, synergistic teamwork and unwavering commitment to clients to fulfill their property ownership goals.

With fortitude and adaptability, the dynamic duo has reached new heights of excellence in their service delivery in a dynamic and competitive industry. Jenny’s transition from stay-home-mother to being a Rookie of the Year award winner (2023) in her division is no easy feat and one for others to emulate, considering the fact that she had stepped out from an eight-year career break to enter the whole new world of real estate. Linda, on the other hand, has established a successful career with a solid reputation for providing customer-centric and consultative service, empowering clients to be well-informed in order to make the most out of their property transaction, whether it is for investment, upgrading or legacy. By applying her mentoring skills to guide Jenny’s entry into the industry, Linda has made another contribution in nurturing the next generation of real estate agents.

Linda Foo (left) and Jenny Choong (right) (Picture: Samuel Isaac Chua/The Edge Property)

Sweet success after overcoming challenges to follow her heart

Jenny’s successful transition to becoming a real estate agent arose out of serendipity, perseverance and following her heart. Jenny and her husband had sought out Linda’s advice when they decided to sell their HDB apartment. They trusted Linda whom they have known for a decade. With Linda’s strategic advice, not only did Jenny and her husband successfully completed the sale of their property, they also became the proud owners of two condominium units — one for their own stay, and the other for investment.

The intricacies of real estate sales both fascinated and intrigued Jenny so much so that it ignited her interest to rejoin the workforce. Jenny had left her 20-year bank career to care for her two boys a decade ago — her elder son was sitting for his PSLE then. She had started out as a management trainee and progressed to different roles in the bank, instilling in her sound knowledge on banking and finance and the talent to research and analyse statistical data.

With Linda’s encouragement to become a Real Estate Salesperson (RES) and her own diligence in following through, Jenny passed the examination in her first attempt. Thinking she had crossed the hardest hurdle, unbeknown to her as a newbie, she had to overcome her nervousness when meeting clients that often left her ‘tongue-tied’ as she struggled to recall the information that she had imbibed all along. Not one who gives up easily, Jenny persisted and strengthened her grasp of industry knowledge, under Linda’s close guidance.

Jenny says: “I was fortunate that Linda agreed to mentor me. Through her unwavering patience and guidance, I began to find my footing with her practical advice, or ‘golden nuggets’ as I would like to call them, and her coaching me on the prep work needed before meeting clients and how to handle ever-changing environments in this industry.”

Mentoring Jenny is another feather in the cap for Linda who is happy to share her wealth of sales and marketing experience that spanned 30 years, starting from media advertising sales, followed by 20 years in real estate. She had made her foray into the property market honing her resourcefulness in meeting expatriates’ demand in the rental market before specialising in residential sales where she has successfully made her mark of excellence and is now paying it forward as a mentor.

“No man is an island; we leverage on each other’s strength — teamwork.” — Linda Foo (Picture: Linda Foo)

Empowering clients with the right tools to navigate their journey

Presenting to customers a holistic picture that is well supported by research data is the modus operandi of the synergistic duo. Understanding the challenges that clients, who are busy individuals, often face when navigating their property buying journey, the duo goes the extra mile to walk their clients through the whole process, guiding them every step along the way. It is their ‘standard operating procedure’ to provide a structured approach using a schedule mapping out a six-month timeline as reference. With these tools, they help clients derive a ‘master blueprint’ to achieve their goals.

Linda says: “Since the start of my real estate career, I was not comfortable selling just products. I decided on a consultative mode — helping clients analyse their financial position, understanding what they would like to purchase and why — whether it is for upgrading, investing or in leaving a legacy.

“I also apply risk mitigation, diversification and prudent strategies to suit each client’s personal objectives. With this, combined with many other factors, I was able to achieve results that clients at first thought were not possible.”

The success of the duo’s sales philosophy is evident in what Jenny personally experienced in her own journey owning two private properties after selling her HDB apartment. In the one year that Jenny and Linda have worked alongside each other, they have helped clients to review their real estate portfolio holistically and helped them sell their HDB unit to own two private properties. There were also clients who have leveraged on their existing property to upgrade, in terms of property size, location or asset category. Moreover, they have helped clients to create a legacy for their loved ones by applying strategic and prudent real estate investment strategies.

Through their efforts to enlighten their clients about real estate transactions, guiding them through factors such as financial considerations, risk factors and strategic planning, they also help clients understand technical issues such as stamp duties and accrued CPF interest, as well as other legal aspects of property transactions.

(Picture: Samuel Isaac Chua/The Edge Singapore)

Not a job but a calling

For Jenny, despite the initial steep learning curve, the rewards were “immense” — both financially and personally. “I never expected to possess those hidden skills that Linda uncovered, that paved the way for my real estate career. I am deeply grateful that I have a mentor like her to guide me,” she shares.

“With the right guidance, humility, and willingness to learn mindset, I have experienced growth not just as a realtor but also as a person. Moving forward, I hope to pay it forward by helping more clients fulfil their ‘not so attainable’ dream.”

Linda adds: “No man is an island; we leverage on each other’s strength — teamwork.” Her expanded role has further fuelled her passion in the industry. “This is what I love doing, helping others achieve what they thought was not doable. I also enjoy seeing how, with the appropriate training, coaching, and mentoring, I can unleash hidden talents in new estate agents to develop their skills and empower them to be the best they can be.”

For more information,

Contact LINDA FOO | 98894830

SENIOR ASSOCIATE DIRECTOR (R007426A)

PROPNEX REALTY PTE. LTD.

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