What It Means to Be Human in Real Estate
In an industry that can often feel defined by transactions and metrics, Thad Wong, co-founder and co-CEO of @properties, offers a profoundly human perspective.
As the son of two PhD psychologists, Thad’s upbringing wasn’t about over-analysis but about fostering a deep understanding of relationships. He learned early on to listen and ask “deeper questions,” a skill that became the bedrock of his business philosophy.
“Our number one core value is everything is relationship,” Thad shared.
This philosophy is evident not just in how his agents interact with clients but also in the internal culture of the company. It’s an environment where the company works for the agent, and the agent, in turn, is empowered to provide a better experience for the end consumer.
The Power of a Responsible Business Model
Thad believes that being “agent-centric” isn’t about giving away everything financially. Instead, it’s about building a profitable company responsibly—one that can provide the best technology, marketing, training, and coaching without sacrificing resources.
He refers to the 2021 market boom as a “COVID injection,” an unrealistic high that left many companies unprepared for the downturn.
His approach ensures the company has the financial stability to support its agents in any market, allowing them to focus on what they do best.
The Value of the Brand
Thad and his partner, Mike Gold, knew from the beginning the challenge of building a brand from scratch. As they grew @properties into a dominant force in Chicago’s luxury market, they realized the immense power of brand identity. This is what led them to acquire Christie’s International Real Estate.
“If you’re going to sell one of the greatest and most expensive assets, a home, you should probably wrap it in the best brand,” he asserted. The Christie’s name instantly conveys a level of confidence and luxury that agents can leverage in any meeting.
This partnership has allowed them to combine the strength of a global luxury brand with their own cutting-edge technology and training, creating a truly powerful value proposition for their agents.
The Three Pillars of Success
When asked to distill the essence of @properties into three key elements, Thad didn’t hesitate.
- Culture: Thad believes culture is the core of the organization. It’s about maintaining a human relationship while the company grows. The goal is to be a family, where differences are embraced, and every member feels supported.
- Marketing: This is the company’s “skin, your clothing, how you present yourself.” It’s about displaying who you are through physical and digital materials, from yard signs to listing presentations.
- Technology: Technology is the “heartbeat” of the business. Thad explained that their platform, pl@tform, was not a recent idea but a project that’s been in development for 18 years. Built by agents for agents, its design is intuitive and user-friendly, like a modern smartphone, making it easy for new and experienced agents alike to adopt and master.
Giving Back
Thad’s personal commitment to giving back is a core part of his character and the company’s culture. He believes that if you’re fortunate enough to have resources, whether it’s time or money, you have a responsibility to support philanthropic efforts.
He has partnered with a wide range of organizations, including the Chicago Children’s Museum, the Merit School of Music, and Anthony Rizzo’s foundation.
He feels that being engaged in civic service and philanthropy is crucial for shaping your personal character.
Thad’s final piece of advice for a new agent is simple: work harder, learn faster, and study relationships.
While the market may be crowded, there is always room for someone who is exceptional and willing to put in the effort.
