The purpose and legacy behind every sale
It was an absolute privilege to speak at the Signature Series 2026 Sales Kick-Off, held January 26 at the elegant Antonio’s PGA Cars.
From the refined setting to the palpable energy in the room, it was immediately clear this was no ordinary industry event. What stood out most was the executive team’s intentional decision to create a gathering centered on relationships—honoring its sellers as true partners rather than merely a sales force.
Trust and alignment
The atmosphere was both warm and elevated, filled with anticipation for what promises to be an exceptional year for Signature Series. It was a powerful testament to the depth of trust and alignment between management and its sales organizations. Giggio Jugo and Maggie Dy undoubtedly raised the standard for what a kick-off can and should be.
The evening began with Joey Bondoc of Colliers Philippines, whose sharp articulation of the premium real estate market set a compelling strategic tone. This was followed by the legendary Jayson Lo, who delivered a profound reflection on how pain—when properly understood—can be transformed into purpose.
Their perspectives provided the perfect framework for my own message: That leading with operational excellence is ultimately about legacy.
Relevant, intentional and compelling
In sales, one of the most overrated skills is “winging it,” or diskarte.
Too often, even successful professionals rely heavily on charisma and relationships alone. While important, these are unpredictable and unsustainable in the long run.
True, lasting success comes from understanding what truly matters to clients—their aspirations, their purpose, and the legacy they wish to leave behind. Once this is clear, the sales conversation becomes relevant, intentional, and deeply compelling.
In real estate, this principle is not optional; it is foundational. At the highest level, buyers are not simply investing in property. They are ultimately investing in legacy—the deeper the legacy, the greater the value.
Think about it. People don’t invest millions in a property just to acquire, use and enjoy it. They invest in such because of the intrinsic value it can add to their legacy. That is what salespeople need to fundamentally understand. And this is where true differentiation lies.
Operational excellence
Once we fully understand that, execution now becomes key. It is operational excellence at its very core: Doing the right thing, at the right time, in the right way, with the right people, and always for the right reasons.
The same holds true in selling. When purpose is clear, the right people invest wholeheartedly. That is how trust is earned, influence is built, and relevance is sustained at the highest level.
This insight has renewed my own sense of purpose: To be a person of value who adds value to others, and who in turn, multiply value to even more. That, in essence, is how I built credibility, slowly but surely.
Master your fundamentals, know your market, and execute with discipline. But above all, focus on the legacy your clients aim to build.
And make that your own legacy.
The author is the CEO of Maxwell Leadership Philippines and a certified Maxwell Leadership speaker, trainer, and coach, committed to developing values-based leaders who create lasting impact. With extensive experience in leadership development, coaching, and organizational transformation, he works closely with corporate, government, and community leaders across the country
