AS EXECUTIVE director at Cheung Kong (Holdings) - the biggest developer in Hong Kong in terms of net-asset value - he did not mind acting as James Bond, wearing sunglasses and posing with a gun, for a press conference promoting residential project Hampton Place. Thanks in part to his gimmicks, Justin Chiu Kwok-hung sold more than 4,000 residential units including joint ventures worth HK$7.63 billion last year, surpassing the 3,300 units and HK$6.21 billion achieved in 2001. He was once voted the most exposed of all sales executives among developers. He frequently attends press briefings and travels to the mainland and Singapore during weekdays. In addition, he still makes time to appear in local sales offices on the weekends. After serving Hang Lung Properties for 15 years and Sino Land for three in commercial leasing, Mr Chiu joined Cheung Kong during the property boom, in 1997. He was promoted to executive director in 2000, succeeding Katherine Hung Siu-lin, to head the sales team after the property slump. The 53-year old holder of a bachelors degree in sociology and economics is also devoted to Mao Zedong. He told The Informer how he applies Mao's ideology to the current property market. Q: Why has Cheung Kong sometimes undercut rival projects? A: It can improve market sentiment. If more projects are released for sale at the same time, it can stimulate home-buying desires. Correct timing is the key for successful sales. We usually undercut others with a few units to attract buyers. Low pricing is attractive in the current market. The average prices we achieve are not cheaper than others. The brand name, flat design and layout, facilities, management and after-sales services are also all important. Q: Why do you always quote Mao when launching property sales? A: In fact, I quote from the Poems of Chairman Mao Zedong. I have liked reading it since I was in secondary school. I can remember almost all the 38 poems inside and find (his ideology) applicable to work so often. Q: And your favourite poem? A: 'I ask, on this boundless land. Who rules over man's destiny?' (from Changsha). I believe all the matters around the world should be managed by those with the highest calibre, and chances exist everywhere. You have to strive to move upwards. Q: How do you apply Mao's ideology to your work? A: Chairman Mao suggested things should be done in a way that was 'fast and cost saving in high quality and quantity'. Our company has similar requirements. I require of myself to work better than others. We keep on thinking of breakthrough sales gimmicks, innovative promotional schemes. Two years ago, we were the first developer using placards to illustrate sales prices and incentives in press conferences to get printed photos into newspapers to attract readers' attention. We were the first ones who used a Lamborghini for property promotion. PCCW Infrastructure followed us in its marketing of Residence Bel-Air. Q: What do you think has been the most successful project in terms of sales? A: The Harbourfront Landmark (in Hunghom). Here we tried to lure mainland buyers to come to Hong Kong. We take advantage of our chairman (Li Ka-shing) and the brand name of Cheung Kong to tell mainlanders they are coming to Hong Kong to buy Li Ka-shing's project. We put a lot of effort in to building up the image of the Harbourfront Landmark. It is the sole Hong Kong development being reported in the mainland media. Other developers cannot do this. We use our Harbour Plaza Hotel (which is near the Harbourfront Landmark), in which former president Jiang Zemin stayed, to accommodate our mainland clients. We have sold some 40 units to mainlanders. They seldom bargain. They are happy if they are not buying the less expensive units. The Harbourfront Landmark sale convinced us we were on the right track. Q: Do you find it difficult to work for Mr Li? A: It's not really difficult. The working hours are long. I work 15 hours a day, from half past eight in the morning until ten o'clock at night. But it doesn't matter. When I attended the interview, Mr Li emphasised integrity. Victor (Li Tzar-kuoi, deputy chairman and Mr Li's son) considered my performance. Property sales are difficult, but I like thinking up gimmicks for promotions and I don't mind working on weekends. Most buyers will appear in the sales offices on Saturday and Sunday and I like to communicate with them and encourage my colleagues at the same time. Q: What do you do in your spare time? A: I go to church with my family on Sunday.