A property agency with a training academy

When CiD Realtors Sdn Bhd started in 2018, it had around 80 agents. Today, the property agency boasts a force of about 600 negotiators in 12 offices around the Klang Valley. 

How does the company achieve such an exponential growth in recruitment within just four years, half of which were weighed down by the Covid-19 pandemic? In fact, during the Movement Control Order (MCO) period in 2020, there were about 200 agents under its umbrella. 

Undoubtedly, one of its draws is the attention paid to honing the skills of its agents. 

CiD Realtors co-founder, Low Tung tells EdgeProp.my the company conducts weekly sessions to arm its representatives with the necessary tools to serve the public better. 

For this purpose, it has established the CiD Academy in 2019, based in ​​​​its main office in TREC KL.

“We realised how messy the industry could be as there was a lack of knowledge among real estate negotiators. Therefore, we wanted to address this issue and train the agents on how to conduct transactions in a more proper and orderly manner,” says Low, noting that the agents are the clients’ main touchpoints. 

To ensure its customers receive the latest market information from its personnel, every week, the academy holds three to four training classes and one to two public talks or sharing sessions, which have mostly been conducted online since the MCO.

“We have a very consistent schedule and our training is consistent, with knowledgeable trainers. Property agents will find our training helpful in upping their professionalism in handling the daily routines of a real estate agent or negotiator.”

Low explains that these trainings are all self-improvement sessions where attendees are able to gain various skills and techniques as well as insight sharings from the various experts. The sessions have garnered good response from not only from its agents and negotiators, but from the public too.

“For training, we have an average of about 50 to 150 pax per session. For public talks, we have reached a maximum of 450 pax per session with an average of about 150 to 200 members of the public as well.”

Buoyed by industrial properties

Like almost every industry, the property market was badly hit by the pandemic, but CiD Realtors was relatively unaffected. Besides ensuring the quality of its agents, how has the company remained robust? 

Low, who is also an EdgeProp Pro Agent, says the company specialises in the industrial and commercial field. 

“We do cover the residential market as well. However, the industrial and commercial properties remain our forte.”

While the MCO effectively halted most of the real estate activities, the industrial component was still moving, and that had pushed CiD Realtors to its growth during the downtime. 

“Malaysia is an industrial country. With our strategic geographical location and robust activities in the Southeast Asia region, the demand for industrial properties is still going strong,” Low says. 

Adding that foreign investors are still attracted to the Malaysian industrial scene, he says the industrial development will never stop. 

“The basis of growth is when there is industrialisation, there will definitely be a booming commercial sector, and the residential sector will follow suit like a domino effect.” 

Partnership with EdgeProp.my to boost its marketing and analytics capabilities 

On May 10, 2022, CiD Realtors entered a partnership with EdgeProp.my through the signing of a Memorandum of Understanding (MoU). This will give all its agents access to enhanced marketing services and an integration of CiD’s listings into EdgeProp’s website. The MoU will also arm CiD's agents with access to a host of unique data driven products to help their clients make informed decisions when property hunting.

Commenting on the partnership, Tung said that it is a partnership that bodes well for the agency as it benefits its real estate agents and negotiators and in turn the public as a whole.

“To the agency, it will enhance our working relationship [with EdgeProp] and will also benefit every CiD agent and negotiator with the continuous sharing of knowledge between both parties.”