Elite AgentSelling and Marketing Property

Tony Issa: Being true to others and ourselves

Years in the industry?  
Since 2010 in different capacities, but always related to property. 

What’s a special place in your local area?
I really love Finesse Eatery and Espresso Bar in Sylvania, and Cup and Cook in Kyle Bay – they are relaxing environments where I can chat to the operators and locals while enjoying great food and coffee.

Did you choose real estate or did real estate choose you?
A lot of both. After school, I studied civil engineering but I was always in love with business. In summary, I was a product manager for four years before jumping back into the property industry as a financial controller for a high-end construction company.

After the GFC, I was referred to a real estate principal and from there I gained experience and my love for sales, property and relationships grew. Today I am privileged to be a partner with a fantastic, incredibly hardworking team at Pieta Real Estate.

First sale?
A beautifully appointed unit in Spring St, Bondi Junction.

Most memorable sale?
The most memorable is when a true friendship is formed with either tenants, buyers or vendors. One that stands out is a property that I sold to a buyer who works in the industry. But to get the deal done, I had to speak with the father of the buyer, who also happens to have decades of experience in the industry and has a leading name in the property market. Not only was he greatly impressed with the level of integrity provided in the service, but he also offered me a senior role in his reputable business.

These types of ‘deals’ encourage you and remind you that a job done well never goes unnoticed. It also reminds you that we are entrusted with one of the largest endeavours people can undertake in their lives.

What type of business do you focus on?
My core business is sales however, many clients are investors and ask me to manage their stock. I gladly get involved to introduce them to our more than capable management team at Pieta.

What’s the most important part of your day?
The answer to this is two-fold. The mornings are the motivation and roadmap for a great day ahead and spending time with the treasures of my life (my kids.. and yes, my wife too).

Nights are also crucial for me – it’s my “downtime” to reflect and recharge – even though I am always thinking and go to sleep really late.

Where would you like to be this time next year?
My new venture at Pieta Real Estate and being in a new area has set new challenges to be the go-to agent for development sites and to become known as the waterfront property expert.

Challenge for the industry?
Traditionally I would say it is changing the feeble perception of agents – we need to have true character; to be associated with honesty, trustworthiness, and diligent relationship-builders (a bridge between tenants and landlords, buyers and vendors). That, of course, is in addition the latest challenge of innovating our business approach and structure to stay ahead of the competition, technology, laws and industry standards, and the health and safety associated with the impact of the recent COVID-19 outbreak.

What’s the best piece of advice you’ve been given? 
It was requoted from St Josemaria: “You will never be a leader if you see others only as a stepping stone to get ahead. You will be a leader if you are ambitious for the salvation of all mankind. As long as you are so afraid of the truth, you will never be a man of sound judgment, a man of worth… Don’t be afraid of the truth, even though the truth may mean your death.”

The last part might sound a little extreme, but it emphasises the need to always be true to others and ourselves.

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