Special Feature

“PropertyMummy” Fina Leong driving families forward in their home investing journey

November 22, 2024 3:00 PM SGT

Leong’s commitment to excellence and client success sets her apart in the competitive real estate industry. (Picture: Fina Leong)

Saddled with over $1 million in medical bills after her mother’s battle with cancer, the future seemed uncertain for Fina Leong.

Despite wrestling with depression and grief, Leong — a first-time mum trying to care for her newborn — persevered.

“I realised how vital it was to plan for my financial future, and I saw property as an important vehicle,” Leong recalls. “I was determined to ensure I could leave a legacy for my child.” With a burning desire to improve her knowledge and skills, Leong has enrolled in several financial literacy courses since 2018.

Five years later, Leong flipped the script, becoming a successful realtor and investor. Today, Leong is one of the top achievers in PropNex and has made several profitable investments in private residential and industrial properties.

Having secured her financial future, Leong found her passion in guiding other families on their home investing journey.

Leong’s exceptional professionalism was celebrated with the prestigious SEAA Diamond Award, highlighting her expertise and a client-first mindset to help families achieve their property dreams. (Picture: Fina Leong)

An entrepreneur’s journey in Malaysia

It was not easy, but Leong’s winning attitude and tenacity can be traced back to her entrepreneurial experiences and passion for continuous learning.

Unlike her peers, Leong gave up a stable and well-paying corporate career in an MNC in 2011 to start her own corporate training business in Malaysia.

Leong believes the school of hard knocks imbued her with grit and resilience, which are key factors behind her remarkable success in the property industry.

“It seemed crazy to swim against the tide and start a business in Malaysia, especially since there were so many risks involved, but I was eager to grow and push my own limits,” Leong says.

Leong worked tirelessly to establish herself as a corporate trainer and has spoken at renowned events organised by Success Resources. This culminated in Leong sharing the stage with Kim Kiyosaki at the National Achievers Congress 2014, among other events.

Sharing her wealth of experience, Leong empowers fellow agents through training sessions. (Picture: Fina Leong)

Speaking at seminars to hundreds in attendance, Leong had to adapt quickly and learn to get comfortable and confident handling pressure or unexpected situations.

“Once, I was conducting a training when a teammate collapsed in an epileptic fit and started foaming and bleeding at the mouth,” Leong recalls. “Despite the shock, I had to stay composed and guided the participants to remain calm. Together, we turned a frightening situation into a powerful and profound learning experience for everyone present.”

In property negotiations, keeping an even keel helps in situations where emotions are stirred on both sides. “When it comes to property, buyers may be unwilling to budge, while sellers may be fixated on a price above valuation. Negotiation is about managing emotions, bringing people together and bridging the gap,” Leong shares.

Experience is the best teacher

Since joining the industry in 2019, Leong’s performance has been stellar, with over $180 million in property value transacted. She has expertly developed her skills in marketing property for sale and rent, spotting gems with capital appreciation potential for buyers, handling deal negotiations, protecting rental property, and acquiring methods for increasing rental yield to multiply returns for her clients.

Leong was recognized as a Millionaire Member at EdgeProp's inaugural Realtors Round Table 2024. (Picutre: Fina Leong)

First-hand experience allows Leong to sharpen her analysis and outlook on the market. Leong urges clients to be thoughtful and strategic when selecting their unit. While location is important, it's only part of the equation. To unlock maximum potential gains, choosing the right facing and layout at the right price is crucial, and having a well-defined exit strategy is crucial. With the right approach, success is not just possible — it's within reach.

In 2022, Leong ventured into her first 3-bedroom condo unit at Normanton Park, which appreciated by $400,000 in just over two years. Leong also invested in an industrial property that is self-sustaining despite high interest rates and gives good capital appreciation.

"Having walked the path as both an owner and investor, I can understand my clients’ hopes and aspirations of finding the right property to build their future, as well as concerns that might hold them back," Leong shares. "For clients looking to upgrade, I offer strategic guidance to increase their portfolio and smoothly manage their transition, all while working to secure the selling price they desire."

Developing a home-investor mindset

Helping families upgrade their property is a cause that resonates with Leong. As a parent, she understands the unique needs that might be involved, especially finding a home close to their preferred primary school.

Leong’s property philosophy is like planting a tree — invest wisely, nurture over time, and enjoy the harvest of success. (Picture: Fina Leong)

“Convenience is key for families with young children, and they tend to stay at the same place for many years while their kids are in primary school,” Leong explains. “That is why choosing the right property with a strong appreciation potential over time is crucial.”

Having experienced how property investing transformed her life, Leong is highly driven and inspired to help her clients do the same.

For instance, in January 2024, Leong assisted her client in identifying and purchasing an undervalued high-floor three-bedroom unit at A Treasure Trove in Punggol. Just a few months later, a similar high-floor unit was transacted nearly $100,000 higher.

Leong’s investment strategy is largely influenced by her mindset towards property and ownership. Leong believes that by adopting a “home-investor” mindset, families can build real wealth and generate potentially outsized returns over a relatively short term.

“At the end of the day, I believe that we actually serve as stewards of the property,” Leong shares. “When we invest in the right property, we can elevate our families' lives and create a lasting legacy for our loved ones.”