A high-performing principal reflects on the rewards of project marketing

After all, guiding a buyer through the journey of purchasing a single property can be a years-long experience in project marketing, and an agent has to be prepared to be in it for the duration.

While it might not be precisely what urged Chong – now the principal of IQI WA, based in Burswood – to transition into this subsector of real estate, it’s certainly the factor that she now feels pays the most rewards.

Chong explained that she was first attracted to real estate out of a desire to solidify her own financial future, having moved to Australia from Hong Kong in 2008. Initially working in procurement, she described the job as comfortable, but a change from what she was used to.

“My earnings were significantly lower than what I could achieve in Hong Kong. I felt that my income wasn’t enough to secure my financial future, and I worried about whether I would save enough for retirement,” she shared recently with REB.

Chong’s first thought wasn’t to go immediately into real estate as a career, rather she investigated property investing. But when she became aware of the potential in project marketing, she felt she found a career that would suit her skills as well as her needs.

At the time, though, she recalled that “this sector wasn’t as popular in the industry due to the additional challenges we faced, such as financial constraints and market instability”. But Chong immediately gravitated towards the rewarding experience she found in creating long-term client relationships.

“From the first encounter to completion, it sometimes takes a good two to three years or longer, and during this time, we stay in touch with the clients and share the journey together. A trusting relationship is then formed,” she shared.

During the first phase of her real estate career, Chong worked in project marketing for a firm, but she soon came to want more control over the projects she worked on.

“Whether I believed in the product or not, my only task was to sell. I knew I could do and give more if I could get involved in selecting the products and company direction,” she said.

“One day, an opportunity arose when a reputable builder expressed interest in setting up his own sales division. I seized the chance to cooperate with him and embark on my journey to start my own agency.”

That led her to open IQI WA, which now includes a team of 12 under Chong’s purview.

The business has not only been consistently recognised among the top five teams nominated for reiwa.com’s award for top residential project marketing teams, but this year, Chong took out the prize for top salesperson – residential project marketing, after being recognised as a contender for several years running.

In awarding her the honour, REIWA CEO Cath Hart noted, “professionals like Lily set the bar high for other industry members and inspire others to emulate their success”.

On her part, Chong puts much of her success down to a genuine passion for the sector, which she feels is integral to building a future that will serve Australians as the country grows and changes.

“I believe that medium- and higher-density living is essential for effectively managing population growth. As urban areas continue to attract more residents, it becomes increasingly important to optimise the use of local amenities and services. By promoting denser housing options, we can create vibrant communities that support sustainable living,” she explained of her passion for apartment projects.

Chong has a deep respect for the developers she works with, whose projects not only “maximise the efficient use of land, but also encourage the development of public transportation, green spaces, and essential services within easy reach of residents. Ultimately, this strategy aligns with our vision of fostering inclusive and well-connected neighborhoods that enhance the quality of life for all residents”, she said.

Of course, the agency principal is quick to also credit the work of her talented team for propelling the group into the upper echelon of performers. Over the years, she has amassed a business where all members are guided by the principle of “focusing on people” to achieve results.

“This philosophy highlights our commitment to relationship building and people-oriented strategies as pathways to growth,” Chong explained.

Over the course of growing her business, she shared how she has been able to build relationships outside of the local communities to reach global buyers, by leveraging the Juwai platform, which is the largest Asian property marketplace.

Through that association, Chong said she has tapped into markets “in China, Hong Kong, Vietnam, Thailand, Malaysia, Singapore, Indonesia, the Philippines, and more recently, Pakistan, India, Japan, Brunei, Qatar, South Korea and Europe, including the Netherlands, Iceland and Greece”.

This international cohort forms an important part of the business strategy, which sees Chong and her team “focus on people-centric markets where we see there is a genuine need for assistance, such as first home buyers, downsizers and international buyers”.

Because ultimately, it’s functioning as an important part of fulfilling people’s needs that keeps Chong dedicated to her business, she told REB.

“I’m truly passionate about what I do. Real estate is more than just a business for me; it’s about making a positive impact in people’s lives – after all, property is often one of the most expensive investments people make in their lifetime.”