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Tony Chen Appointed to Strategic new role in The Agency Projects division

After working closely with Steven Chen, the Director of The Agency Projects, for three years, Tony Chen has been promoted to Channel Partner Manager. This new role has been created in response to significant changes in the development market over the last couple of years.

“This role is a vital addition to the Projects team,” Steven Chen explains. “The Agency sells anywhere between 60 to 80 per cent off-the-plan developments directly. The balance of stock is made available to affiliate agents and this means channel partners have become more important to the sales process over the last two years.

“By appointing a full-time resource in Tony Chen to channel partner management, this will further enhance our service and reach with affiliate networks. Tony is the consummate professional, extremely diligent and highly process driven. And his ability to speak Mandarin is a significant asset.”

Recently, Tony Chen has been working closely with Marketing Manager Natalie Larbey on enhancing The Agency Projects’ in-house CRM system. Along with his highly honed procedural skills, Tony has spent the last three years nurturing international affiliate relationships and building channel partner alliances.

“The market has been changing moving further towards a buyer’s market – you cannot rely on a single source and we must tap into every opportunity,” Tony Chen says. “Over the last three years I have shadowed Steven  domestically and internationally, and while Steven masterminds the strategy, I have worked on implementation and focused on pricing methodology.”

There are many channel partners who have buyer networks in need of the right property opportunity, but these partners are not in the position to take on projects themselves. The Agency Projects is focused on connecting these channel partners with properties that fit their clients’ specific criteria.

“Importantly, we are working with a number of exclusive technological partners, these are agent-based platforms that can connect more than 30,000 agents to our off-the-plan, residential and commercial properties,” Steven Chen says.

Tony Chen’s announcement follows the recent appointment of Matt Carver as Associate Director in Melbourne and soon-to-be-announced senior appointments on the Gold Coast.

“I’m excited about the role, opportunity is always exciting and we have a real opportunity here,” says Mr Chen says.

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