Corporate Milestones

History stands to show how Midland Realty has taken advantage of every market opportunity to develop from a neighbourhood agency into a professional property broker

 
Year
The Annual Dinner and 45th Anniversary Cocktail Party "We fight for glory"
The Annual Dinner and 45th Anniversary Cocktail Party was held at the Hong Kong Convention and Exhibition Centre. Carrying the theme "We fight for glory", the event demonstrated Midland’s dedication, throughout its 45 years of history, in creating industry legends with our staff in a united effort. Celebrities and representatives of property developers were invited to the Cocktail Party and joined our management to celebrate on stage, showing determination to work together for future business opportunities.
   
Initiating a new campaign about nurturing professionalism with professionalism
In December 2017, Midland Realty launched a new advertising campaign hosted by the highly intelligent character "Mr. S", introducing Midland’s latest digital tools in property search. The campaign featured a family of three members, each with different requirements for agency services, and how our digital tools could fulfill them with professional assistance and convenient property searching services, with the objective of nurturing professionalism with professionalism.
 
Pioneering the industry to introduce the "Midland Chat"
Embracing its "Progressive" corporate value, Midland Realty introduced the "Midland Chat" on its official website, mobile app and social platforms. The platform is managed by a licensed professional customer service team, who have received intensive trainings, and supported by a comprehensive knowledge pool. Through online live chat, the team provides cross-district and personalised services to address customers’ enquiries on property purchase in accordance to their specific needs. Upon requests, the team will also refer customers to frontline staff for following-up. This platform has not only successfully enhanced sales channels, but also continuously optimised service quality and improved customer experience.
 
Decade-high record of million-dollar branches
The Group endeavoured to increase its market share. Our sales team achieved outstanding performance continuously. In March 2017, more than a hundred branches at the residential division recorded sales results of over a million dollars. This decade-high performance was highly appreciated by the management.
 
"Back to School" CPU annual dinner
Themed "Back to School", annual dinner of Central Professional Units (CPU) gathered the management and back-office staff. All of them showed up in school uniforms, demonstrating high morale and unity in embracing the spirit of "Achieving your dreams with the very beginning mind".
 
Continuous website revamp facilitating informed home purchase
With "Knowledgeable" as its corporate value, Midland’s website has kept visitors abreast of the latest information with revamped layout. At the same time, three regional pages, namely Kai Tak, North Point and Tseung Kwan O, were launched to provide comprehensive information about locational property market and complementary facilities. In response to the launch of new flats under Home Ownership Scheme (HOS) and regularising of "White Form Secondary Market Scheme" by the government,"Midland HOS Page" was introduced to provide transaction tips, information of HOS flats and a 1-minute qualification test, with the aim of devising the best plan of flat purchase for customers from information gathering to investment.
 
Introducing "Dream Pursuer" series on social media platform
Following the success of "Super Home Tour", the Facebook page of Midland Realty introduced another key project, "Dream Pursuer" series, sharing the experience of seven local young people and four stories of dream pursuit and encouraging young people to strive for their goals. It highlighted Midland’s persistence on its "Approachable" brand value during its 45 years of support for Hong Kong people.
 
Establishing "Midland Distinguished Sales-talent Academy"
The Group actively developed talents for the industry and established "Midland Distinguished Sales-talent Academy" (MDSA) so as to provide a variety of advanced programmes for elite recipients of "Distinguished Salesperson Award" to sharpen their sales skills.
 
"Elite Club" organised morale-boosting activities
Top performers in the industry gathered at the activities held by the"Elite Club", including large-scale glee feast for hundreds of elites, property development inspection, etc., for a good opportunity of team-building, idea exchange and learning. For the first time, the Annual Tour ventured outside of Asia and aimed at landmark mansion projects in Sydney, Australia. In addition, upholding the corporate value of "Caring", the club also organised the charity activity "Send care with Ming Gor", bringing food to the homeless and singleton elders in the Sham Shui Po district.
 
2017
Brilliant performance from newly launched properties won the recognition from developers
The Group has established a comprehensive business platform and provided strong backup for the frontline while the residential division has cooperated with major developers to seize the market opportunity to launch a series of properties that recorded exceptional sales performance. A number of transactions over HK$100 million were concluded. Such remarkable results were widely recognised and held in high regard by developers. It reflected in the award of "Annual Exceptional Performance Award (Individual)" by Emperor Group, outstanding sales results from acting as the exclusive sales agent of AVA55. Besides, a number of new property projects such as Seven Victory Avenue, NAPA, 2GETHER, Twin Regency and The Met. Blossom succeeded with top sales award.
   
Number of Midland branches with results over a million dollar reached a six-year high
The Group aimed at the opportunity arising from the prosperous first-hand residential market and endeavoured to increase its market share by deploying all-rounded strategies and the frontline team was committed to achieving outstanding performance. In September, the residential division recorded over 110 branches with results over a million dollar, a six-year high. Such outstanding performance was highly appreciated by the management at the award ceremony.
 
Establish "Deluxe Home Information Centre" to upgrade services
The residential division was aggressive in exploring opportunities in luxury residence and opened the Festival Walk branch and "Deluxe Home Information Centre". New service offerings, such as Mandarin-speaking luxury residence service officers and functional reform of Midland "Deluxe Home" webpage, improved professional information and purchase experience for customers. The opening ceremony was attended by representatives from various developers for further cooperation in market expansion.
 
Midland Realty Facebook page introduced "Super Home Tour" series
The Facebook page of Midland Realty introduced new contents following the activity of "HK$500,000 Down Payment For You". The "Super Home Tour" Campaign, a key programme on social media platforms, was hosted by Helen To, a famous travel expert. In each chapter, she joined various male artists in a tour in different district and shared information on the district and property purchase in a vivid manner with a view to promoting the underlying concept of "research before investment".
 
Introducing "Viewing 360°" on the official website
An advanced version of "Find Property" was introduced on the official website of Midland Realty. In addition to an enhanced search function, "Viewing 360°", in particular, was also included to provide quality photos from all angle so customers may have access to the overall layout of a unit at any time. Midland "Deluxe Home" website was revamped to incorporate a new "360° Experience" function so customers may enjoy a virtual tour in the luxury residence.
 
"Interactive Information Centre of Residence, IC&I and Parking Space" was launched
Midland Realty and Midland IC&I joined hands to launch "Interactive Information Centre of Residence, IC&I and Parking Space", which provides customers with comprehensive information on residence, IC&I and car parking units through one-stop service for purchase and investment planning.
 
Setting up "Integrated Customer Centre" to build big data of customer
The Group set up "Integrated Customer Centre" which combines the capability of big data analysis, O2O (Online to Offline) platform and customer relationship management to analyse customer source , improved user experience and enhance platform competitiveness through customer communication channels, such as client visit and social platform.
 
Facilitating exchange activities and development of the industry between China and Hong Kong
The Group was concerned about the development of the industry and has spared no effort in advocating exchanges with industry participants. Through exchange activities such as visits by Guangzhou Association of Real Estate Agents and local industry elites, the Group had in-depth discussion on topics like property sales procedure, property features and business model of property agency in China and Hong Kong, facilitating value-added development of the industry.
 
2016
Series of events to celebrate the Group's 20th anniversary of its listing
To celebrate the Company's 20th anniversary of its listing on the Hong Kong Stock Exchange, the Group put double-page commemoration Publication in a number of newspapers with a review of its corporate history and prospect for its future development. Property developers, media companies, business partners in the legal and finance industries as well as veteran investors sent their congratulatory messages through advertisements too. In addition, the Group also held a series of celebration events and reward schemes to reward clients and share the Group's success.
   
Initiating "Internet Plus" innovation project
To ride on the innovation and technology trend, the Group initiated the "Internet Plus" innovation project which involves revamping its professional back office team. The Digital Business Development and Operation Department and Property Data and Research Centre were newly established. These initiatives aim to expand the Group's business on its online platform, as well as enhance the online instant interactive and personalised services to offer all-round services to its clients.
 
Viewpoints on market showed authority in industry
The Group closely monitors the pulse of the market. Through press conferences on the property market, in-depth interviews, features stories, instant reaction and analytical articles, etc., it issued unique property insight, hence outlined the trend of the property market and showed its leadership role in the industry.
 
"HK$500,000 Down Payment For You" campaign
The Group launched a large-scale "HK$500,000 Down Payment For You" online promotional campaign, which offered a grand prize of HK$500,000 down payment f o r the winner. Meanwhile, the Group also launched another campaign "Non-stop Surprise" which gave out a number of trendy home electric appliances. During the one-month campaign, with a series of promotional activities and plentiful online and offline promotions, it had drawn enthusiastic response. The installation counts for Midland Realty's mobile app increased drastically and the number of followers on Midland Realty's official Facebook fan page also rose significantly.
 
Strengthening online information platforms
The Group has revamped its Midland Realty website and has improved the online property search engine. It also launched the third generation "Midland Realty App", and a website called "PropNews" (www.propnews.com.hk), with the objective of fully strengthening its electronic platforms and improving its social media platforms to enhance client's experience of searching for properties and property information online.
 
Establishment of long-serving employee club
The Group has set up the longserving employee club, namely "Club Seniority". Employees who have served 10 years or more in the Group are entitled to join the club and can enjoy various benefits to recognize their loyal services to the Group.
 
2015
“Annual Dinner 2015” were full of starlight
The Group’s “Annual Dinner 2015” was held at the Hong Kong Convention and Exhibition Centre. The theme of this year’s dinner banquet was “Starry Starry Night”, meaning that Midland has groomed a countless number of super stars who shine and shimmer in the property agency industry. The highlight of the star-studded event was the annual “Award Presentation of Real Estate Agents”. Various real estate developers not only attended the event to show their support, but also joined the Group’s management to present a number of year-end awards to staff with outstanding performance. This represents the sincere cooperation between different parties hence the continuation to strive for a win-win situation for all.
   
“We are the Champion” sports event for solidarity
With the aim of boosting staff’s energy level and morale, the Group organised “We are the Champion” sports event for the second year. Officiated by the Chairman who cheered for the participating staff, the games attracted more than 1,000 employees to gather at MacPherson Stadium and the staff enjoyed competing in different games and strived their best to win the champion.
 
“Elite Club” improved to give elite staff extraordinary experience
The “Elite Club” has gathered the high-calibre talents in the industry who are regarded as an important asset of the Group. Therefore, abundant resources have been put to fully revamp the “Elite Club” with the aim to improve the quality of its events, the support and the privileges that the elite members can enjoy. Members are rewarded with extraordinary experience which allows them to better equip themselves.
 
Developed social media platform to enhance interactive communication
Riding on the popularity of social media, the Group has followed the trend by setting up open social media platforms such as official Facebook page and a dedicated Youtube channel, which cover the latest news about the Company. These offer better communication channels and allow Midland to update its development and display its exceptional corporate culture.
 
Upgraded privileges for Midland Club members
The Midland Club keeps upgrading the privileges for its members by offering brilliant events and rewards. Apart from the lucky draw which has different themes every month, the Club also organises different family activities which aims at striking a balance amongst individuality, family, corporate and community.
 
Launched the new mobile app “Making a Deal”
The Group has developed a brand new mobile communication app called “Making a Deal” for its staff. It contains rich content about the property markets and it can be used to broadcast messages, which helps frontline and back office staff to keep abreast of the latest market trend and get prepared for every business opportunity.
 
2014
“Annual Dinner 2013” – An epic event with local players
With a theme set on “Making dreams a reality,” this grand occasion was literally a convergence of celebrities of the realty business in the city. For the first time in history, major local developers were invited to join us in this epic event which culminated in the “40th Award Presentation of Real Estate Agents”. The Group’s top management were there toasting and presenting a number of major awards o f the year with developers, recognising outstanding staff. This event fully manifested the fruitful cooperation amongst all parties.
   
Sports Day for Solidarity
Over 1,000 athletes within the Group gathered at Southorn Stadium, Wanchai to support the Group’s sports event. It also became the talking point for the industry. Exciting basketball, badminton and other games were supported by coworkers from different districts. With our Chairman’s presence, our morale and spirit were lifted up to a next level.
 
“Midland Club”, the first membership scheme across the industry
“Midland Club” was the first membership scheme of the industry, which combined the concepts of Corporate Social Responsibility and Customer Relations Management. With a goal to create valuable family life, the club aimed at striking a balance amongst individuality, family, corporate and community.
 
Summit summoned against demand-side cooling measures
The ‘Demand-side cooling’ measures seriously distorted the property ecology in the city. A summit on property market policies was organised to discuss the impacts those measures had on the people’s life in terms of property market, livelihood and economy. The summit received overwhelming response, which attracted hundreds of people who were concerned about the property market.
 
Parade in opposing demand-side cooling measures
The Group’s management and a considerable number of staff joined the parade organised by property associations, home buyers federations and those people seriously affected by demand-side cooling measures. They walked all the way from Victoria Park to the government headquarters to express their wish to revoke the demand-side cooling measures.
 
“Survey on Top 10 News on Property Market” to lead the industry
The demand-side cooling measures were a serious blow to property market. At the end of last year, “Survey on Top 10 News on Property Market” was organised to let the people vote for the most important market news. We also held press meeting on the review and overview of property market, providing the current situation under such policies and other comprehensive information. Extensive survey was also conducted to understand the home-buying intention of the general public.
 
TV program on property market information
In an attempt to build up an image of ‘Super Agent,’ make our elite agents well-known to the public and venture into the market, “Buy and Sellb Made Easy” (《上車落車至幫你》), a television program on property market information was aired at the prime time through TVB channel. With a special casting of our frontline directors, the program aimed at giving home-buying secrets and enhancing the brand impacts.
 
2013
A whole new wave of advertisements Strengthening brand recognition by building “Super Agent” image
In order to manifest Midland Realty’s service commitment – offering “prompt, precise, sincere, caring and professional” services in a new way, the Group launched a brand new series of TV commercial campaign titled “搵樓搵啱人唔駛等緣份”(“To find the right home, you can’t rely on luck. You must find the right agent”), in which local celebrity, Ms. Rose Chan, was invited to take part in building up Midland’s “Super Agent” image. The brand’s young, invigorated and daring image is ingrained in the public, fully incorporating Midland’s spirit as an accommodating agent to assist customers in property purchase and emphasis on after-sale services.
   
Elite Club, Glorious Results
The number of members of the Elite Club hit a new record in 2012, evidencing that the Group’s platform has nurtured and gathered high-calibre talents with competitive edges. Various activities and overseas trips were organized to open up opportunities of transregional cooperations. Members of the Elite Club have displayed their talents via the broadened platform and produced glorious results of the Group.
 
The first estate agency responding to the government’s new stamp duties policies
As a leading property agency, the Group provides updated market analysis and response to investors and public in response to market trends and changes. Even more, the Group was the first property agency who held a press conference responding t o t h e new stamp duties policies issued by the government.
 
ponsoring the TV program “Living Up” for the fifth time
To enhance its brand’s influence, the Group sponsored the TVB’s TV programme on property “Living Up”, for the fifth time, which signified the Group’s solid leading position in marketing strategy and brand building over the years.
 
Celebration for the 15th Anniversary of Hong Kong Handover
Large-scale seminars on properties and stocks in Hong Kong, China and Macau For the celebration of the 15th anniversary of Hong Kong handover, various members of the Group such as Midland Realty, Hong Kong Property, Midland Financial Group and mReferral jointly conducted various seminars with informative hints which were well-received by the public.
2012
The Fifth Midland Holdings Cup Race Day
VIPs gathered at the Hong Kong Jockey Club to witness the success of the Fifth“Midland Holdings Cup Race Day”. The high turnout of city celebrities including property developers, bankers, media in the PRC and Hong Kong and renowned investors bore testimony to recognize the Group’s standing in the industry and the community.
   
Directors Leadership Summit
At an offshore summit held in Macau, vigorous training programmes designed to strengthen sales directors’ leadership and front-line morale and boosted team spirit.
 
Elite Club
A new high of 300-plus-strong membership of the Elite Club this year stands ready to lead the sales force to scale new heights. Elite Club will host a series of motivating events and hopefully will make its first stride out of Asia.
 
Xinhua News Agency’s 80th Anniversary
Proactive expansion of business on the mainland has fostered close ties between the Group and various mainland bodies. Our executives were invited to the cocktail party to commemorate the 80th anniversary of the Xinhua News Agency.
 
Management Associate Programme
The Group always aims at nurturing the business elites of the industry, and the Group’s human resources development programme has been proven successful with injecting new blood and raw talents into the Group. Since its inception, a number of management associates have joined management department. In 2011, the scheme drew a record number of applicants.
 
2011
Opinion Leader
As the opinion leader, the group urged the government to take care the interest of end-users. Meantime, the group organized the "One person one letter" program to help potential buyers, home-owners and property agents to express their concerns.
   
The Midland Holdings Cup Race Day was a huge success
Midland Holdings Cup Race Day was held on 19 Dec,2010. The presence of celebrities and renowned investors exemplified the leading position of the group.
 
Participated the exhibition organized by Economic Synergy
Recognizing the importance of property market education, the group always encourages the potential first-time buyer to do more preparatory work before entering the market. The group participated the exhibition organized by "Economic Synergy" and the purpose of the event was to encourage the young buyers to learn more about the market.
 
Launched New Apps
To cope with the market needs, the group launched applications for iPhone and Android to meet customer demand for timely dissemination of market intelligence, thus making the industry more professional and well-equipped with cutting edge technology.
 
Launch "Power of Foresight" DVD
Since the general public is getting more interested in the market development, the group launched the "Power of Foresight" DVD to help our clients to understand the market more. The DVD features the information about property market, mortgage and legal issues for free.
 
Promoting property market education via multi-media
Once again, the group sponsored a new series of " Living Up", a very popular TV progam by TVB of Hong Kong with a aim of promoting property market education through high rating mass media.
 
The " Recruitment Truck"
The " Recruitment Truck" ,first of its kind in Hong Kong, visited most of the districts to launch the recruitment campaign.
 
Expanding Branch Network
The group expanded its branch network in 2010 and installed "Touch Screen Information Service" at the shop front.
 
Distinguished Salesperson Award
The outstanding performers of the group clinched the 42nd Distinguished Salesperson Award which recognized the excellent sales skills of our staff.
2010
The Success of the Midland Holdings Cup Race Day
The success of the Midland Holdings Cup Race Day on 6 December 2009 has further enhanced the leading position of the Group.
   
The Midland Property Price Chart
The Midland Property Price Chart was formally introduced in June 2009 to help the public understand more about the latest development of Hong Kong property prices in a more direct way. The Midland Property Price Chart is expressed directly in terms of average price per square foot, which gives a straightforward presentation on the latest pricing level and the performance of the property market.
2009
Advertisement and promotion of "Legend of the White Horse"
Midland Realty's advertising campaign "Legend of the White Horse" PART II was launched. Its extensive promotion covered both television and printed media.
   
Midland IC&I successfully transferred to the Main Board of the Stock Exchange
Midland IC&I successfully transferred its listing status from the Growth Enterprise Market to the Main Board of the Stock Exchange. The move could enhance the Group's profile, and facilitate future development, financial flexibility and business development of the Group.
 
The Second "Management Associates (Innovations) Program"
Committed to fostering the professional for the next generation of the property agency industry, the Midland Group ran the second "Management Associates (Innovations) Program", in which the Group, for the first time, crossed the borders to select calibres who aspired to devote to the properties agency industry and to nurture them to be the new members of the management of the PRC Division with a one-year comprehensive training.
2008
Midland IC&I
Midland IC&I listed on the Hong Kong Stock Exchange, becaming the first listed company specializing in industrial and commercial property agency services.
   
Crown the Consumers Choice Award
Crown the Consumers Choice Award stating Midland is a professional brand in Hong Kong.
 
Outstanding Corporate Management Award
Presented by Capital Entrepreneur Magazine with the Outstanding Corporate Management Award.
2007
Sales of Henderson' s brand new residential developments
Henderson Land Development Chairman Lee Shau Kee awards Midland with a gold plaque to commemorate its record-breaking efforts in the sales of Henderson’s brand new residential developments once again in 2005.
   
Midland Immigration
Midland Immigration formed the strategic alliance with Guangzhou Huaguang to further explore the Mainland China market.
 
Macau
Midland Macau was the first property agency in Macau to crown the Q-mark certification.
2006
Hong Kong Institute of Certified Public Accountants
Accredited as an Authorized Employer in order to train registered students under the Institute's Practical Experience Framework for HKICPA membership purposes. An Authorized Employer provides a consistent training environment (human resources and training systems) to the registered students.
 
Asiamoney 2005 Best Managed Company
December As the Asiamoney 2005 Best Managed Company (Medium Cap category).
<Selected by investors and analysts from across the region, the winner demonstrated an impressive combination of financial and business performance, management strategy and vision, in addition to displaying a strong commitment to shareholder value, operational efficiency and corporate governance principals. Medium cap-(US$300 million – US$700million>
   
Bloomberg
December: Midland Realty has joined force with Bloomberg in launching the joint property market intelligence product, namely "Midland 729 Property Journal" Data Service, on the BLOOMBERG PROFESSIONALR service.
   
Forbes Asia's the most successful public company
October: Acknowledged as one of Forbes Asia's the most successful public company(under a Billion US$).There are only 22 Hong Kong listed companies selected
1) Valued both growth and consistency
2) positive earnings growth during the past five years
3) Pretax margin of at least 5%in the latest fiscal year
   
MSCI Hong Kong Small-Cap index
May: Acknowledged asb Morgan Stanley Capital International Hong Kong Small-Cap index.
   
Hong Kong Q-mark Scheme
The Federation of Hong Kong Industries' Hong Kong Q-mark council acknowledged our service standards by admitting us into the Hong Kong Q-mark Scheme.
   
The Hong Kong Estate Agents Award Presentation
The Hong Kong Estate Agents Award Presentation is the first official accreditation for outstanding performers in the Group. In recognition of the painstaking objective behind the event, a number of major developers pitched in as co-sponsors.
   
ISO9001:2000 Quality Management System
Midland Realty International Limited- Midland Campus is certified by ISO9001:2000 Quality Management System.
   
Caring Company
Accredited by the Hong Kong Council of Social Service for contributions to the "Caring Company" programme again.
   
EVI Education Asia Limited
January: The Group reached a sale-and-purchase agreement with Valuewit Assets Limited, Summerview Enterprises Limited and EVI Education Asia Limited (listed as 8090 on the Growth Enterprise Market) to acquire majority issued shares for developing some potential business.
2005

 

Midland Immigration Consultancy Limited
Set up an Immigration Consultancy to provide a comprehensive range of investment immigration consultancy services.
 
Midland Wealth Management Limited
Set up Midland Wealth Management Limited to provide clients with a comprehensive range of wealth management services including mutual fund investment, general and life insurance, staff benefit schemes, personal financial planning., MPF and other financial related services.
 
Superbrands Award in China
The only Hong Kong real estate agency to be named the second year in a row as a Superbrand . Meanwhile, Midland (China) to be awarded with the Superbrand accolade in the first Superbrands Award in China.
   
Midland Realty Cup
Sponsored "Midland Realty Cup" as a horse racing event, a first among real estate agencies in Hong Kong.
   
Midland Charitable Foundation
Set up "Midland Charitable Foundation" to help the needy in the community.
 
Macau
A first among Hong Kong agencies to set up in Macau, opening five branches in rapid succession.
2004
Superbrands
The first and only real estate agency in Hong Kong to be awarded with the Superbrand accolade.
   
Caring Company
Accredited by the Hong Kong Council of Social Service for contributions to the "Caring Company" programme.
2003
Best Management Information System
Named as the company offering the best management information system by world-renowned technology magazine, CIO Asia , a first among Hong Kong's real estate agencies.
2002
China
Expanded aggressively the Mainland China real estate agency network, opening branches at these locations - Beijing, Shanghai, Guangzhou, Zhongshan, Foshan and Shenzhen.
2001
Hong Kong Property Services(Agency) Ltd.
Acquired Hong Kong Property Services(Agency) Ltd. in April to grab the largest market share locally.
 
Online Business
Invited in a Cheung Kong's subsidiary as a shareholder of the group's online business.
 
Ten Best Web Sites
Named one of the "Ten Best Web Sites" of "Hi-Tech Web Awards 2000" organised by Commercial Radio & Ming Pao Daily.
 
mReferral
Launched mReferral as a joint venture in the mortgage referral business along with Cheung Kong and American Express Bank.
2000
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