More than Property: How Joseph Assaf has Positioned Himself at the Forefront of Commercial Real Estate
When asked what defines his approach - Joseph Assaf’s response is clear: “Whatever it takes.”
This guiding principle has shaped his 21-year journey from his modest beginnings in leasing to most recently receiving the prestigious REINSW Commercial Salesperson of the Year Award for 2024.
In accepting this accolade, Joseph acknowledges his mentors who believed in him, challenged him, and inspired him to push beyond all limits. “The guidance has not just shaped my career, but who I am as a professional,” Assaf says.
He also acknowledges his team, “whose commitment and support have been constant and unwavering, day in and day out - making all the difference.”
“This award represents not just how far I've come, but how much further I will go from here”.
A remarkable journey of growth
“To be recognised in this way is a full-circle moment for me”, says Assaf.
Joining the RWC Western Sydney team eight years ago, when it was a small team of four, Joseph has played a pivotal role in seeing the team grow to 40 and counting. Joseph and his team pride themselves on going the extra mile, now seen as the go-to Agent and team in Western Sydney for the sale of retail, commercial, industrial and development site assets.
“Adopting a growth mindset has been essential in my journey”, he explains. “It has driven me to continuously expand my knowledge, refine my skills, and stay ahead of emerging industry trends.”
As Director at RWC Western Sydney, Joseph Assaf doesn’t just lead by example, he is inspiring young agents within the team by guiding them through their own professional journeys while cultivating a collaborative, performance-driven team.
“I believe in investing in my team; through developing each individual’s strengths and fostering a culture of high collaboration, we’ve elevated our performance and achieved sustained success.”
Results that speak for themselves
In 2023, Assaf transacted the sale of 593 Old Illawarra Road, Menai, which closed at $10.3 million.
“This sale was particularly significant due to the demanding complexities of the situation. But problem-solving and delivering tailored solutions is at the heart of what we do.”
By employing innovative marketing strategies and leveraging an extensive network, Joseph Assaf ensures that each deal receives a bespoke approach, acknowledging that every client’s needs and circumstances are unique.
“I understand that no two transactions are the same and each comes with their own set of challenges and circumstances. Every transaction isn’t just business to me, it’s personal. So, I actively seek to understand my clients’ needs so that I am best-placed to provide them with a targeted approach.”
Joseph Assaf’s dedication has led to significant results. Over the past year, he has achieved a 45.8% year-on-year increase in gross commission income, culminating in a total sales value of $250 million. His consistent growth is a testament to his commitment, versatility and adaptability in a dynamic market landscape.
When asked what has contributed to this significant growth, Joseph emphasises the importance of strategic marketing - both of properties and personal branding.
“It’s not just about selling real estate; it’s about showcasing how you can add value.”
