The Standard Masterclass - Adopting technical solutions to emerge stronger from covid (Dr. Theresa Fok)
On the heels of a year of civil unrest, the onset of the global coronavirus pandemic has created unprecedented hurdles in the way we do business in Hong Kong. Though our city has been relatively fortunate in avoiding a complete lockdown, social distancing measures, as well as travel restrictions fundamentally alter the way we do business. My company has had to adapt to uncertainties in this challenging business environment and adopt technical solutions to market our developer-appointed international properties to targeted prospective purchasers.
Moving our marketing tools online
Despite these unforeseen circumstances, we did not downsize our operations or reduce our market presence. Instead we took the opportunity to consolidate the Jade Land brand, moving our marketing tools online with regular Zoom & Facebook Live webinars and social media posts in an effort to maintain our existing client base. We continued developing informative lifestyle content on Malaysia and the UK to capitalise on clients seeking to invest, to emigrate or to purchase a second home abroad. Simply with the click of a mouse, our clients can access show flat walk-throughs, floor plan analysis and recommendations, and scale model overviews. Existing purchasers are given a platform to share their overseas buying experience and to socialise with potential buyers as well. Ongoing construction progress updates of the development reassure our clients regarding the status of their purchased properties. All video content is uploaded as serialised episodes on both my own and my company’s Instagram, YouTube channel and Facebook pages: check us out @dr.theresafok and @jadelandhk!
We took the opportunity to revamp our corporate website which debuted in July with a fresh new look incorporating brand new functionalities. Our web page was adjusted to enhance the average user’s viewing experience with the creation of a more user-friendly interface and to optimise our event registration click-through rate.
Metro Finance Radio and Podcast
As our most established recurring campaign, we incorporated another lifestyle-oriented segment into our weekly radio & podcast program【環球置富方程式】translated as “Global Wealth Acquisition: A Comprehensive Strategy” for our listeners who may be working from home. The broadcast series includes a new 30-min addition of【霍碧君置磚人生】translated as “Theresa Fok’s Ultimate Property Life” to further enrich our content & enhance interest in our program. Dedicated to interviewing high profile personalities in Hong Kong, the new section will reveal the secrets to their success and the stories behind it, while sharing lifestyle tips, investment insights and everyday anecdotes. We invited elite members of Hong Kong society to star as guest speakers on our radio show, including: Eddy Li (李秀恒) – the President of the Hong Kong Economics & Trade Association and acclaimed photographer, Eric Ho (何敬豐) the Chairman & Executive Director of hyper car manufacturer Apollo Future Mobility Group, Karen Chan (陳嘉賢), Managing Director of German Pool and Darryl O’Young (歐陽若曦), Professional Race Car Driver.
The purpose of expanding on these elements in our radio program is to engage the interest of the public in this time of great economic hardships, to inspire entrepreneurship and to discuss how to secure a good property investment in these difficult times. Our program will also act as a platform for us to network with successful individuals, and to directly promote our properties to them and their connections.
Clean business environment
The Hong Kong people have long had a culture of mask-wearing, and it is the general consensus of the public to take overwhelming personal precautions in preventing the spread of covid. Strict adherence to mask-wearing is the norm. Thus, our clients need to be reassured that they can rest well in our premises and that our staff have their safety in mind. Disinfection stations are positioned at the entrances of our administrative office and sales gallery where clients can clean themselves with alcohol scrubs, and our team can record their temperatures with infrared thermometers. We regularly perform routine surface-level disinfection with Hygisoft, an antimicrobial and antiviral surface coating, after assessment of vulnerable areas. Finally, we have purchased several air purifying units which have CADR accreditation according to the ANSI/AHAM AC1 quality standards of air purification. These units are frequently deployed in hospital intensive care areas and have a proven track record.
In recognition of our endeavours in promoting international properties in Hong Kong, we are pleased to be receive three Asia-Pacific Property Awards, including “5-Star Best Real Estate Agency Marketing for Muze at PICC (Penang International Commercial City”, “5-Star Best Real Estate Agency Single Office” and “Award Winner Real Estate Agency Website”. In addition, Jade Land was awarded the following titles this year: “Outstanding Overseas Property Real Estate Agency” at the 20th Capital Outstanding Enterprise Awards, “Excellent Overseas Property Agency Brand” at the Hong Kong Leaders’ Choice Awards 2020, and “Caring Company 2020” by The Hong Kong Council of Social Service.
About Dr Theresa Fok
Dr Theresa Fok, founder and Managing Director of the award-winning boutique real estate agency Jade Land Properties (HK) Limited, is a property investment expert with entrepreneurial vision and over two decades of extensive experience in real estate investment and property management across the Asia Pacific region.
The Standard’s Master Class
The Standard’s brand new online video series ‘Master Class’ features the successful female entrepreneur Dr Theresa Fok, who has made notable achievements both in business and in her family. She shares with the audience her recipe for success and finding happiness in the face of adversity.