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PETALING JAYA (April 3): In less than a decade, E Trend Realty Sdn Bhd has grown from a modest startup into a fast-growing nationwide real estate platform, driven by a strong emphasis on people, systems and vision.
Today, the agency operates 20 branches nationwide, comprising nine official offices and 11 training centres, supporting a network of thousands of agents.
But for general manager Jacky Liew, the company’s journey was never about rapid expansion alone.
“From day one, E Trend Realty was built with a bold ambition not just to grow a company, but to create a platform where real estate professionals can unlock their fullest potential,” he said.
Building beyond transactions
The company began as a traditional agency but later transitioned into a more integrated real estate platform.
Instead of focusing purely on transactions, E Trend expanded into multiple segments, including project sales, sub-sale, auctions, investment advisory and international offerings such as Malaysia My Second Home (MM2H), as well as its own development activities.
“Today, we are not just known for closing transactions, we are recognised for building people, delivering consistency, and creating long-term value for both clients and our agents,” he said.
Systems as a scaling engine
A key part of the company’s growth has been its focus on systems to support efficiency and scale.
Among its core tools is its proprietary SOS (Search Owner System), which provides agents with targeted market data.
“Most importantly, we developed our proprietary and exclusive SOS system, which we consider one of the most powerful market intelligence tools in the industry,” Liew said.
The system enables agents to identify potential sellers more precisely and strengthen their positioning in the market.
In addition, the company has implemented digital systems, including Enterprise Resource Planning (ERP) for case submissions and commission claims, as well as online training platforms.
“Our systems are designed with one goal in mind, which is to remove friction and maximise agent productivity,” he said.
A nationwide network, unified
Despite operating across multiple locations, the company maintains a standardised structure across all offices.
All branches operate under a unified system, training structure and management framework, with shared access to listings, developer projects and opportunities.
“Although we operate across multiple locations nationwide, all our offices are aligned under a unified system,” Liew said.
This approach supports collaboration and information sharing across regions.
“Through structured training centres, regular knowledge sharing and seamless communication channels, we enable faster market intelligence exchange and consistent service quality nationwide,” he said.
Culture as the backbone
The company also places strong emphasis on organisational culture as part of its long-term growth.
“Culture is the backbone of our organisation. At E Trend Realty, we believe that people don’t just work here, they belong here,” he said.
This is reinforced through initiatives such as team-building activities, annual dinners, incentive trips and leadership development programmes.
Structured career pathways are also in place to support agents at different stages, from new entrants to experienced leaders.
“This clarity allows our people to grow with confidence, and that is what ultimately drives sustainable scaling,” Liew said.
Riding momentum in sub-sale, expanding globally
Currently, the sub-sale segment is a key area of growth for the company, supported by its data-driven approach.
“Sub-sale is experiencing explosive growth, driven largely by the success of our proprietary SOS system,” he said.
This is supported by regular performance meetings, strategic alignment sessions and internal recognition platforms such as the E Legendary Club (ELC).
At the same time, the company is investing in expanding its project sales and MM2H segments, including marketing support, manpower and commission structures.
“Our commitment is clear. We don’t just show up when the market is hot, we stand alongside developers, fully committed from launch to the final unit sold,” Liew said.
A long-term view on property
Looking ahead, the company maintains a positive outlook on Malaysia’s property market.
“We firmly believe that property remains one of the most resilient and strategic investments in Malaysia,” he said.
However, Liew noted that investors today need to take a more informed approach.
“It is no longer just about buying property. It is about understanding yield, location, timing and long-term positioning,” he said.
“At E Trend Realty, our role goes beyond transactions. We position ourselves as trusted advisors, guiding clients to make decisions that are not only safe, but sustainable and rewarding,” he added.
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