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Reapfield chiefs produce book on real estate industry

KUALA LUMPUR:  In a bid to educate the public and provide an insider’s look into the real estate industry, one of the largest real estate agencies in the country, Reapfield Properties Sdn Bhd, has launched a book entitled Thrust — Real Estate Riches: Boundless Opportunity, Infinite Knowledge and Immense Wealth.

Authored by Reapfield president David Ong, who founded Reapfield in the mid-1980s, and CEO Gerard Kho, the book is a product of their collective more than three decades in the industry.

“Initially, the book was meant to be a branding exercise but then we realised it would add more value to the book if we were to share what the job of a real estate agent or negotiator is about and help the public understand the industry better,” shared Kho.

Ong believes there is a general misconception about the industry.

“This is not an industry that people look up to. There is this perception that real estate agents are not professionals and even an idea that agents are mainly housewives trying to broker deals for friends. Through this book, we hope to educate the public on the role and value of an agent and agency, and help them understand what is involved in running a successful agency,” said Ong.

Ong (from left) and Kho hope to educate the public on the role and value of an agent and agency, and help them understand what is involved in running a successful agency.

The book is targeted at both the public and aspiring real estate agents. Kho said the book is also helpful for those interested to venture into this field.

“Real estate is not just a sales job but a career. It takes a lot of work; we have more than 700 negotiators but only 20% are strong achievers,” said Kho.

Ong believes that by sharing their insider knowledge, the book is also a way for them to challenge and lift the level of professionalism among real estate agents in the industry.

The book launch was held yesterday at Kinokuniya Bookstore, Suria KLCC. Reapfield has 14 branches in Peninsular Malaysia, including its headquarters at Damansara Perdana, Solaris Mont’Kiara, Subang Jaya and Ampang.


This article appeared on the Property page, The Edge Financial Daily, April 13, 2012.

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