Industrial property expert Liong Phang Fei is a problem solver at heart. Where others see just four walls, he envisions operational solutions.
A former warehouse executive who intimately understands logistics challenges, Liong has built a thriving real estate career, translating that practical knowledge into valuable business space guidance for his clients.
As associate team director at SN Real Estate, Liong has remained loyal to the firm through multiple corporate evolutions, developing specialised expertise that has made him one of the most trusted industrial property advisors in Singapore’s northern region.
Liong’s dedication has earned him the firm’s prestigious Rising Millionaire Award, placing him on track to reach a seven-figure commission this year.
“I never imagined I’d be closing multi-million-dollar industrial deals,” says Liong, recalling his transition from a nine-to-five warehouse role to property consultant in 2016. “It was by chance that a friend introduced me to real estate while I was contemplating a mid-career change to explore other opportunities.”
The early journey tested his resolve. After modest success in his first year as a full-time industrial property agent, Liong faced new challenges as market conditions stagnated.
“At one point during Covid, my commission plummeted to just $20,000 for the entire year,” he reveals. “But I kept pushing forward because I believed in the value I could provide.”
Liong has been a member of EdgeProp’s Realtors’ Roundtable since 2024. (Picture: EdgeProp Singapore)
Walking the estates builds unmatched market knowledge
Liong’s competitive edge comes from years of boots-on-the-ground research of Singapore’s industrial landscape.
“I started in Woodlands with E9 Premium, getting to know every inch of the development,” Liong explains. “I’d spend days walking through industrial estates, speaking directly with business owners, understanding their operational requirements, and cataloguing every building’s specifications.”
It is this level of detailed knowledge that allows Liong to match specific business needs with suitable industrial spaces.
Whether his client is in a woodwork processing business that needs a B2 factory or a logistics company that requires seamless loading access, Liong can swiftly identify and recommend suitable locations.
“When clients describe their operations, I can visualise which properties will optimise their processes,” he says. “That’s something you simply can’t learn from looking at listings on a computer screen.”
Liong approaches industrial property not as spaces to be rented or sold but as business solutions waiting to be implemented.
While other agents may simply recommend available properties to clients, Liong offers deep value-added consultation, focusing on the total cost of ownership and operational efficiency for his clients.
“Business owners often fixate solely on rental rates,” he notes. “I help them understand how property features directly impact their bottom line. For instance, a slightly higher rent for a ramp-up factory can eliminate thousands in monthly logistics costs compared to a traditional flatted factory requiring cargo lifts.”
Liong’s solution-oriented approach helped transform one client relationship into a significant business success story.
“A client initially approached me about renting a small factory unit. Though that deal fell through, we continue to keep in touch,” Liong recalls. “Years later, he returned seeking expansion space, and I helped secure four factories for his growing business.”
The relationship flourished, with Liong eventually facilitating the purchase of 14 additional units. “Through client referral and the team effort, our company closed approximately 80% of the transactions at Wave9.”
From warehouse executive to award-winning property advisor, Liong brings practical insight to every deal. (Picture Liong Phang Fei)
From industrial agent to investor
After years of helping clients achieve substantial returns on their industrial property investments, Liong decided to follow his own advice.
“Seeing the consistent profits my clients were making, I realised I should practice what I preach,” Liong shares. He strategically acquired three factory units in Tampines Connection and Stellar @ Tampines, which are emerging projects in the rapidly developing Tampines North area.
“The demand for industrial space in Tampines North far exceeds the limited supply of premium industrial factories, making it ideal for long-term appreciation,” he explains.
Having firsthand investment experience has enhanced his advisory capabilities. “Now I can speak from personal experience about the benefits of industrial property ownership — from stable returns to capital appreciation. My clients appreciate working with someone personally invested in the same market.”
Liong’s success is amplified by SN Real Estate’s unique foothold in Singapore’s industrial property market. As specialists focusing exclusively on industrial properties, the firm maintains privileged relationships with major developers and secures exclusive marketing rights for numerous industrial developments.
“When clients work with us, they gain access to exclusive opportunities,” Liong explains. “Our recent Tampines Connection project achieved 70% occupancy within just three months of launch — not because we’re better marketers, but because we have an unrivalled network of qualified industrial clients ready to move when the right property emerges.”
This specialised focus also gives Liong valuable intelligence about upcoming developments and allows him to match clients strategically with ideal properties.
For Liong, true success isn’t measured in deals, but in how his advice transforms his clients’ businesses. (Picture Liong Phang Fei)
Breaking the 10 mil barrier during market uncertainty
The true test of Liong’s capabilities came during the pandemic when he closed what he considers his defining transaction — his first deal exceeding $10 million.
“We’d been nurturing this opportunity for nearly a year when Covid devastated market confidence,” he recounts. “Suddenly, a construction company making an eight-figure commitment seemed impossible. Every investor was battening down the hatches.”
Against this backdrop of extreme caution, Liong managed to demonstrate the long-term advantages of ownership versus renting, particularly for a construction business with specific operational requirements.
Sealing the deal for the terraced factory at Tuas marked a pivotal moment in Liong’s career.
“It showed me what was possible with persistence and deep market knowledge, even during the most challenging conditions,” Liong reflects.
Singapore’s industrial market remains remarkably resilient in 2025, with strong demand in food manufacturing, logistics, and advanced engineering driving moderate increases in factory rentals and prices, particularly for high-spec B2 factories and cold storage facilities.
“The push for automation and sustainability is reshaping industrial property requirements,” Liong notes. “Businesses now prioritise modern facilities with high power capacity, efficient layouts, and smart technology integration.”
Government initiatives continue supporting this transformation through digitalisation grants, R&D incentives, and the Singapore-Johor Special Economic Zone. These developments create significant opportunities for companies navigating rising operational costs and manpower challenges.
Liong advises businesses to prioritise scalability, automation, and energy-efficient solutions when selecting industrial spaces. “Strategic location selection will improve supply chain efficiency and long-term sustainability,” he emphasises.
Liong: “Where others see just four walls, I envision operational solutions.” (Picture Liong Phang Fei)
Delivering and maximising client satisfaction
Liong has his sights set on crossing the $1 million commission milestone this year. It is a benchmark his mentor Rambo Kor, associate group division director at SN Real Estate, has achieved twice. Ultimately, Liong remains driven by client impact above all else.
“The greatest satisfaction comes when clients express genuine appreciation for how you’ve helped transform their business operations or investment portfolio,” he reflects. “When a business owner tells me our property solution has fundamentally improved their operation, that’s when I know I’m truly succeeding in my role.”
For more information,
Contact Liong Phang Fei | 97490297
ASSOCIATE TEAM DIRECTOR (R057131A)
SN REAL ESTATE PTE. LTD.
