About Us
What everybody ought to know ... about this property brokerage company
The Story of Allworth Real Estate
The story of Allworth Real Estate is a story of confidence, trust, and commitment.
Established in the historic city of Malacca in 1994 by a group of Malacca-born Malaysians, Allworth Real Estate has grown over the years into a respected property brokerage and advisory firm, built upon a simple philosophy: to put our clients' interests first and to deliver results with integrity.
At Allworth Real Estate, we do more than simply sell and rent properties. We recognise that property is much more than bricks and mortar. For some, a property transaction may be one of the most important financial decisions of a lifetime. For others, it may be a strategic corporate exercise involving significant financial and commercial considerations.
Whatever the size or nature of the assignment, our focus remains the same — to deliver results while providing a level of service that our clients can depend upon.
Whether it is a domestic or corporate assignment, Allworth Real Estate brings together insight, experience, intelligence and resources to help our clients make informed and decisive property decisions.
From the beginning, we have believed in the importance of free-flowing information, honest and realistic property appraisals, transparency and consistent communication. These principles have become part of our culture and continue to guide the way we conduct our business.
A Milestone in Quality and Professionalism
In 2000, Allworth Real Estate became the first Malaysian real estate agency to have its systems for real estate sales and marketing and project marketing certified to MS ISO 9002.
The certification was subsequently upgraded to MS ISO 9001, reflecting Allworth's continuing commitment to quality management and the continual improvement of its systems and services.
This landmark achievement was recognised by the Malaysian Institute of Estate Agents (MIEA), the Board of Valuers, Appraisers, Estate Agents and Property Managers Malaysia (BOVAEP), and the Malaysian Book of Records.
For Allworth, this was more than simply a certification. It was a reflection of a belief that has remained with us from the very beginning — that professionalism, consistency, accountability and quality should be embedded in every aspect of the way we serve our clients.
More Than a Transaction
But perhaps what matters most to us is not simply the transaction.
It is the relationship that follows. We want our clients to be able to turn to us again and again — not because they have to, but because they know they can trust us. We take the time to listen, to understand your needs and to provide advice that is honest, practical and in your best interests. We aim to make your experience with Allworth Real Estate valuable, professional and memorable.
We are not merely interested in completing a transaction. We are interested in building long-term relationships — relationships that endure well beyond the completion of a sale or tenancy. After all, property transactions may end when the documents are signed, but relationships should not.
You can be part of the Allworth family for as long as you wish — perhaps even forever.
What Our Logo Represents
Our logo embodies the values, principles, and commitment that define Allworth Real Estate.
Green represents our connection with Mother Nature and the earth, reflecting our appreciation of the environment and our belief in responsible, sustainable development.
The three Chinese calligraphic strokes in royal yellow symbolise our unwavering commitment to excellence, progress and positive change for the benefit of our clients. Their upward movement represents growth, aspiration and partnership. At the same time, the three strokes reflect the strong three-way relationship between the Landlord/Seller, Allworth Real Estate, and the Buyer/Tenant—working together to achieve a successful and mutually beneficial outcome.
White represents the foundation upon which our relationships with clients are built: trust, sincerity, and transparency. These are not merely ideals but principles that guide how we conduct our business and build lasting relationships.
Together, the colours and symbolism of our logo express who we are: a trusted property partner committed to excellence, integrity and creating value for all.
Our Mission Statement
“To enhance the value of every property and investment entrusted to us by delivering professional, comprehensive and personalised real estate services with integrity, excellence and an unwavering commitment to total client satisfaction.”
Colleagues – Variety, the Spice of Life
Colleagues – Variety, the Spice of Life
The right mix of people makes all the difference.
There is a good mix of people working behind the scenes — and in front — at Allworth Real Estate. Over the years, we have welcomed colleagues with diverse educational backgrounds and professional experience, including life sciences, public management, estate management, marketing management and economics.
We believe this diversity of knowledge, experience and perspectives strengthens our ability to serve our clients and respond to the many different demands of the property business.
At Allworth Real Estate, our support structure comprises the following key units:
- Business Infrastructure Unit – responsible for corporate development and matters relating to the continued growth and development of the firm.
- Quality Assurance Unit – ensures that our documentation, work processes and procedures comply with agreed standards. We adopt the principles and requirements of the MS ISO 9001 quality management standard.
- Marketing Unit – develops and implements agreed marketing strategies, campaigns and sales initiatives in support of the firm's business objectives and sales targets.
- Systems & Operations Unit – manages the firm's internal systems, administration and day-to-day operational requirements, ensuring that our people have the support and resources needed to perform effectively.
- Finance Unit – manages the firm's financial affairs, including client accounts, financial records and related matters.
- Sales Unit – comprising our Real Estate Negotiators, who are the people on the ground, working directly with property owners, buyers, landlords and tenants to create opportunities and bring transactions to fruition.
Together, these units form the backbone of Allworth Real Estate. Each has a distinct role, but they work closely with one another — because in real estate, success is rarely the work of one person alone.
It is the right mix of people, skills, and experience working together that makes the difference.
A Wealth of Property & Management Knowledge
Mr Ong Goon Hong — Managing Director
Mr Ong Goon Hong was instrumental in the formation of Allworth Real Estate in 1994 and assumed the leadership of the company in 1999. In 1995, he invited Mr Lloyd Ong to join the firm as a partner, marking an important milestone in the company’s growth.
With extensive experience spanning property valuation, property management, marketing and sales, property financing, research and development, and strategic property advisory, Mr Ong brings a wealth of knowledge and insight to the firm and its clients. His principal responsibilities include charting the company’s strategic direction, identifying new opportunities and driving the firm’s continued growth and development.
Mr Ong is a Registered Estate Agent with the Board of Valuers, Appraisers, Estate Agents and Property Managers, Malaysia (BOVEP), and a member of the Malaysian Institute of Estate Agents (MIEA). He is also an Associate Member of the Australian Property Institute (API), which maintains reciprocal affiliation with the Royal Institution of Chartered Surveyors (RICS), United Kingdom.
Since 2000, he has served as Honorary Advisor to the Real Estate and Housing Developers’ Association (REHDA), Melaka Branch, and has been invited to speak at various real estate forums and industry events, sharing his knowledge and perspectives on the property industry.
Academically, Mr Ong holds tertiary qualifications at diploma and degree level, in addition to a Master of Business Administration (General Management) from the University of Strathclyde, Scotland, and a Master of Business Administration specialising in Real Estate from the University of Western Sydney, Australia.
Mr Lloyd Ong — Executive Director
Mr Lloyd Ong joined Allworth Real Estate in 1995 and was appointed Executive Director in 2007. Before joining the firm, he was with a Japanese multinational corporation, where he was involved in international market trading.
Today, Lloyd heads the firm’s Project Development Division, where he works closely with property developers from the inception and conceptualisation of a project through to its completion and delivery. His role encompasses project planning, development advisory, coordination and quality control, with a strong emphasis on ensuring that projects are delivered to the required standards and within the stipulated timelines.
With extensive experience advising property developers, industrialists and investors, Lloyd has established a strong reputation in commercial and industrial property, project development, research and development advisory, and project marketing. His ability to understand both the commercial objectives of a development and the practical considerations involved in bringing a project to fruition has contributed significantly to the firm’s project advisory and marketing capabilities.
Throughout his career with Allworth Real Estate, Lloyd has built a commendable track record in providing strategic advice and practical solutions to clients, particularly in the commercial, industrial and development sectors.
Mr Lloyd Ong graduated with an Honours degree from the University of Science, Malaysia (USM) and is a Registered Estate Agent with the Board of Valuers, Appraisers, Estate Agents and Property Managers, Malaysia (BOVEP), and a member of the Malaysian Institute of Estate Agents (MIEA).
