With financial planning and analysis: How ex-MNC consultant applies corporate strategies to growing clients’ property portfolios

A career in corporate sales at a multinational company had taught Wendeline Goh the value of comprehensive client consultation over quick transactions.

When she transitioned to real estate in 2012, drawn by the entrepreneurial freedom it offered, she brought with her the same instincts, seeing property investment as an opportunity to provide in-depth financial planning rather than simple buy-sell services.

As a senior division director at ERA Singapore today, her work is focused on helping clients with property investments through careful analysis and tailored financial planning.

This consulting style differentiates her from transaction-focused agents, and positions the 48-year-old as a financial advisor who specialises in wealth building through strategic property investments.

Discerning clients, in particular, appreciate her depth of analysis and strategic insights.

Thanks to this approach, Goh has cultivated a network of advocates who trust her advice, and refer others seeking comprehensive property guidance.

But at the heart of the complex financial analyses, her investment philosophy is a straightforward one: Live simply in a home that meets your needs, and reinvest every hard-earned dollar into real estate to multiply its value.

Goh recalls helping a family that suffered stock market losses. She provided comprehensive financial restructuring, redirecting their capital into strategic property investments.

“It wasn’t the biggest deal I’ve done, but it was deeply meaningful,” she says, adding that the family’s portfolio has since generated over $1 million in profits, enabling them to plan for retirement.

Her investment philosophy is also something that she personally abides by to guide her own property investment decisions. She and her husband own three properties between them, of which two are generating rental income.

As sure-footed as she is today, Goh’s confidence in guiding clients in wealth planning was in part, also shaped by setbacks early on in her career. For example, she made a mistake by changing her sales strategy in 2014 and her performance dropped drastically that year.

But the experience had a silver lining: It confirmed that her consulting approach is more effective.

Trusting her instincts has since earned her ERA Millionaire Achiever status twice and lasting client relationships.

Ultimately, for Goh, property investment is not about individual deals – it is about building wealth for families. She hopes that through her consulting approach, clients better understand how each property decision fits into their broader financial goals.

She adds: “The privilege of working with clients from all walks of life, many of whom have become friends, is what I love most about my job.”

Wendeline Goh is available on Facebook and www.erawendelinegoh.com. Or get in touch with her at 9108 1234. 

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