ERA, Where Expertise Shapes Trust
In Singapore’s highly competitive real estate market, few sectors are as intricate and as unforgiving as landed properties. The rules are different, the risks are higher, and the clients are some of the most discerning.
One real estate agent who knows this landscape inside out is Alexs Chua, a seasoned real estate professional whose name has become synonymous with landed expertise.
With over three decades of experience, multiple industry recognitions, and a leadership role in shaping professional standards for agents, Alexs represents a different breed of realtor: not just a salesperson, but a true adviser.
On the ground and in his element, Alexs conducting a landed property tour, breaking down site-specific insights for clients and co-broke agents alike.
When Small Assumptions Almost Sink Big Deals
In landed sales, even a small misunderstanding can derail a million-dollar transaction.
Alexs recalls a case early in his career where a deal nearly collapsed, not because of price, but because of unclear legal terms.
The Option to Purchase (OTP) included a clause stating that if the relevant department didn’t reply within 14 days, the status would be deemed satisfactory.
The buyer’s lawyer hesitated.
“What if a negative reply comes after the 14 days?” they worried.
Both sides stalled. It was Alexs, through careful research and a simple real-time check on the government portal, who clarified the situation and moved the deal forward.
The lesson?
“In landed transactions, the real problems aren’t usually obvious. It’s the overlooked details, the fine print, the outdated assumptions, that can hurt you most,” he shares.
Why Landed Properties Can Become a Legal Minefield
Unlike HDBs or condominiums, landed homes come with layers of technicalities that aren’t visible at first glance.
From boundary issues to drainage reserves, from setback rules to zoning restrictions, overlooking even one detail can trigger expensive consequences.
One of the most common mistakes Alexs has seen? Misrepresenting Built-In, Built-Up, and Gross Floor Areas (GFA).
“Many agents assume these terms are interchangeable, but they’re not,” Alexs explains. “Built-in refers to usable interior space. Built-up can include external walls or sheltered areas. GFA is used for planning control. Misunderstanding these can lead to unrealistic buyer expectations—and worse, legal liability.”
Another frequent misstep is assuming all landed homes can be rebuilt, extended, or redeveloped freely—without verifying if the property falls under conservation guidelines or specific URA planning controls.
“When agents rely purely on the seller’s claims without independent checks, they leave themselves—and their clients—vulnerable,” he emphasizes.
How Real Expertise Is Built—Not Bought
Alexs’s reputation as a landed property specialist wasn’t built overnight, it was forged from frustration, self-learning, and relentless pursuit of the truth.
Fresh out of National Service in 1992, he tried to assist his aunt in buying a landed home. The advice he received from different co-broking agents was confusing and contradictory. Rather than giving up, he dug deeper—calling URA, consulting architects, and studying regulations.
That early determination to understand the complexities of landed transactions laid the foundation for his future. Alexs handled countless real-world legal cases, sharpening his instincts even further. He became known not just for closing deals, but for safeguarding clients from unseen risks.
His contributions extended to the national level: Alexs served on the committee that helped develop the Council for Estate Agents’ (CEA) Professional Service Manual (PSM), setting industry standards that real estate salespersons in Singapore still follow today.
From fieldwork to front of room, Alexs sharing decades of landed expertise with fellow agents during a training session at ERA APAC Centre.
Why Landed Expertise Matters More Than Ever
Today’s landed buyers aren’t just wealthy—they’re highly informed. They hire architects, builders, and consultants. They demand transparency and precision.
In this environment, surface-level knowledge isn’t enough.
“With the stakes so high, a single mistake—whether it’s misquoting buildable area or ignoring zoning rules—could cost a buyer millions,” Alexs explains. “True landed expertise is about seeing what others miss, asking the right questions, and delivering advice that protects—not just promotes.”
In a market where trust is everything, agents who master these complexities stand out far above the rest.
The Right Mindset for Aspiring Landed Agents
For agents who have dabbled in landed deals but still feel uncertain, Alexs offers grounded advice:
“You don’t have to know everything overnight. But you must be committed to learning, doing due diligence, and always acting legally, morally, and ethically,” he shares.
He emphasizes that experience in landed property comes not just from success, but from humility—acknowledging what you don’t know, and having the discipline to check before you speak.
“You don’t need to be a legal expert. But you need to know where the traps are—and who to ask when you’re unsure.”
The ERA Advantage: A Platform for Growth
Today, at ERA, Alexs continues his mission of raising industry standards, sharing his deep knowledge, and helping agents avoid costly missteps. He sees ERA’s strong collaborative culture, wealth of training resources, and Asia Pacific network as the perfect platform for nurturing the next generation of trusted property advisers.
“Real estate isn’t just about selling homes—it’s about protecting people’s investments and dreams. That’s what a true landed agent does.”
ERA, Where Strategy Meets Opportunity
For many, real estate is about buying and selling homes. But for Chloe Zhang, it’s about something deeper—bridging cultures, guiding clients through unfamiliar terrain, and helping people from all walks of life, including Chinese nationals and Singapore-based families, find their place in a city they’re proud to call home.
Having relocated to Singapore herself, Chloe understands the uncertainties of starting over—learning a new culture, navigating regulations, and figuring out where to begin. Today, she uses that experience to empower a diverse clientele. Whether she’s working with local families, long-time residents, or new investors from abroad, Chloe has become a trusted guide—and a community builder.
Her journey at ERA isn’t just about personal success. Over the years, she’s built one of the largest divisions for Chinese-speaking agents at ERA, mentoring others who, like her, once took a leap into the unknown.
Understanding the Chinese Market
With a strong clientele from China, Chloe has mastered the differences between working with investors and homebuyers. Investors focus on capital appreciation, rental yield, and strategic entry-exit plans—often eyeing MRT proximity, tenant demand, and future urban developments. Homebuyers, meanwhile, look for family-friendly environments, reputable schools, and even favourable Feng Shui.
“Each group has unique concerns,” Chloe explains. “The key is understanding their motivations and customising the approach to meet their needs.”
Breaking Down Barriers for Foreign Buyers
For many Chinese clients, purchasing property in Singapore comes with uncertainty. Regulations like Additional Buyer’s Stamp Duty (ABSD), financing rules, and eligibility concerns can be overwhelming. Chloe addresses this with clarity and structure—offering guidance on loans, taxes, and market outlook, while partnering with reliable bankers and lawyers to ensure every transaction goes smoothly.
“A clear, data-driven strategy gives them the confidence they need,” she shares. “It’s not just about selling; it’s about giving them peace of mind.”
Walking the Talk
Chloe doesn’t just advise clients—she invests too. Last year, she sold her newly TOP unit and bought a new launch at Emerald of Katong, drawn by its location, design, and developer reputation.
“I believed in the project’s potential for both appreciation and rental yield,” she says. “And going through the process myself helped me give even better advice to my clients.”
Building a Division, Shaping Careers
Chloe’s success led her to team building, where she saw potential in mentoring fellow Chinese agents who had transitioned from corporate roles. “Many were motivated but unsure how to navigate this new space,” she says.
She developed a structured onboarding system with market training, negotiation coaching, and cultural guidance. Weekly training sessions, site visits, and role-playing exercises ensure her team is always learning.
“At the heart of it, we focus on credibility, empathy, and professionalism,” she shares. “That’s how trust is built.”
More than just a team—Chloe leads one of ERA’s largest divisions for Chinese-speaking agents, united by trust, growth, and shared success.
Powered by ERA’s Global Platform
ERA’s Asia Pacific network has played a key role in Chloe’s growth. Cross-border collaborations allow her to serve clients expanding into multiple markets. ERA’s data tools and marketing platforms help her agents stay informed and agile.
“Having ERA’s support system—from tech to training—gives us a major edge in today’s competitive landscape,” she explains.
Milestones made possible through support and strategy — Chloe celebrates her Millionaire Achiever status with ERA’s leadership team.
A Vision for the Future
Looking ahead, Chloe aims to grow her division and groom the next wave of trusted advisors. Her focus is on quality, not just numbers. “I want to build a team known for knowledge, integrity, and results,” she says.
She’s also ramping up recruitment to bring in passionate, driven individuals who share her vision. “With the right support, anyone can succeed,” she adds.
Final Advice
For agents hoping to tap into the Chinese market, Chloe’s advice is simple: go beyond the sale. “Understand your client. Respect their culture. Keep learning. And always act in their best interest,” she says.
In her words, real estate isn’t just a transaction—it’s a connection. And at ERA, Chloe Zhang is helping agents and clients alike cross borders, build bridges, and unlock new possibilities.
ERA, Where Strategy Meets Opportunity
When Melina Yap’s clients first came to her, they had one goal—sell their home at Esparina Residences and upgrade. But by the time they were done, they hadn’t just sold their home at a record price—they had also secured a rental at One Holland Village and purchased two brand-new units at Parktown Residences.
It wasn’t luck. It was strategy. And it was only possible with the right planning, insights, and ERA’s powerful tech tools helping them every step of the way.
A moment of success captured—celebrating another seamless multi-step move with happy clients.
With a track record of consistently achieving Superstar and Diamond Achiever awards at ERA, Melina is no stranger to navigating complex transactions. “Many wouldn’t know the sweat, stress, and effort behind every closing and award,” she shares. “Real estate isn’t just about selling—it’s about building trust, long-term planning, and making the right moves at the right time.”
Step One: Selling & Securing a Temporary Home
The couple was eager to move to a bigger home in the city-fringe but needed a clear financial plan to do so. Melina helped them sell their Esparina Residences unit at a record price, ensuring they maximized their cash proceeds before making their next move.
Since their next purchase wasn’t confirmed yet, they needed a temporary home. Rather than simply assisting with a rental search, Melina advised them on a smarter approach—looking for listings on their own to save on agent fees, while she personally vetted their tenancy agreement to ensure they got the best deal.
They eventually settled on One Holland Village, a brand-new development in a vibrant location with easy access to amenities—ticking all their boxes for a comfortable transition.
Step Two: From One Home to Two
With their finances planned out and a rental secured, the couple explored their next big move—purchasing their dream home. Initially, they were unsure whether to go for a private resale unit or a new launch, but Melina guided them through the advantages of new launches.
Using ERA’s SALES+, she mapped out a financial and timeline strategy with tools like Project Whiz and financial calculators, giving them a clear picture of their options. They soon realized that progressive payments and stamp duty flexibility made new launches a more strategic choice for them.
What started as a plan to buy one unit turned into two. After carefully reviewing their finances, they saw the potential to invest in a second unit—allowing them to plan for both their future home and long-term property gains.
Step Three: Reshuffling the Strategy for Priority Access
Initially, they were considering two different developments, wanting to diversify their investment. However, their queue numbers weren’t ideal, meaning their selection would be limited—or worse, they might not even get a unit at all.
Seeing this, Melina re-strategized on the spot, recommending they consolidate their purchases in Parktown Residences.
With developer’s Multiple Purchase Scheme, they gained priority access, securing two prime units in the development—each fitting different aspects of their future plans.
“It was the perfect balance between lifestyle and long-term growth,” Melina shares. “Especially with Parktown Residences being an integrated development, it offered unmatched convenience, which was a key factor in their decision-making.”
Consistent recognition—Melina’s strategic thinking and client commitment shine through in every transaction she handles.
Beyond Transactions—A Long-Term Property Plan
Melina’s expertise didn’t just help her clients sell, rent, and buy seamlessly—it gave them a long-term real estate strategy that worked in their favor.
By leveraging ERA’s real-time analytics from ERApro and transaction planning tools in SALES+, she ensured her clients made the most of every opportunity at every step of the journey.
“The key to a successful upgrade isn’t just about selling and buying—it’s about timing, planning, and strategy,” she explains. “Every decision is interconnected, and having the right data, tools, and market insights makes all the difference.”
A Realtor Clients Keep Coming Back To
For Melina, real estate isn’t just about a single deal—it’s about building trust and long-term relationships.
“A lot of my clients start by engaging me for one sale, but they stay because they see the value of long-term property planning,” she shares. “When they realize that real estate moves aren’t just transactions but stepping stones to greater opportunities, they come back—and they refer their friends and family.”
With a client-first approach, expert knowledge, and ERA’s cutting-edge technology, Melina ensures every move isn’t just a decision—it’s a well-calculated strategy for the future.
A proud moment—Melina leaves her mark at ERA’s Millionaire Gala, celebrating a year of strategic wins and satisfied clients.
In an ever-changing market, having the right agent makes all the difference.
ERA, Where Careers Come Full Circle
For many, an internship is just a learning experience. But for Pamela Chin, her time at ERA’s Project Marketing Department in 2019 wasn’t just about exposure—it was the start of a career that would come full circle.
Today, Pamela is a thriving real estate agent at ERA, proving that with the right mentorship, training, and opportunities, young agents can find success in real estate—sooner than they think.
An Internship That Sparked a Career
As a Real Estate Business diploma student at Ngee Ann Polytechnic, Pamela was assigned to ERA’s Project Marketing Department for a six-month internship.
She stepped into a world of high-energy launches and hands-on industry experience. It was here that she witnessed the hype of balloting, the buzz of showflat queues, and the precision behind every project launch.
More than just observing, Pamela saw how ERA’s Project Marketing team played a crucial role — from pitching developments to developers to preparing marketing materials that would equip agents for success.
Pamela during her internship days at ERA’s Project Marketing team—pictured with fellow teammates and agents at Everton Park showflat in 2019.
It was a front-row seat to how Singapore’s real estate industry operated at the highest level—and Pamela was hooked.
But beyond the business side, what stood out most was ERA’s culture. The people she met, from staff to agents, created a welcoming and nurturing environment. She saw firsthand how passionate agents were about their work and how mentorship played a key role in shaping their success.
By the time her internship ended, Pamela knew one thing: she wasn’t done with real estate.
Taking the Leap into Real Estate
After completing her studies in 2020, Pamela wasn’t yet 21—the minimum age required to take the Real Estate Salesperson (RES) exam. While waiting, she took up a banking sales role, gaining valuable experience in client interactions and deal-making.
It wasn’t long before she realized that while she enjoyed sales, the 9-to-6 office life wasn’t for her.
“I wanted something more dynamic, something where I could meet new people and build my own success.”
By the time she turned 21, she knew it was time to make the switch. She reconnected with realtors, explored different teams, but ultimately, she always knew her future was with ERA.
“There was always this sense of familiarity and belonging here. The decision was clear—I joined ERA as a full-time agent, and I’ve never looked back.”
Full circle—Pamela receiving her Top Achiever award from DyCEO Doris, who was also her boss during her internship days.
Thriving as a Young Agent at ERA
Starting out at 22, Pamela knew she had to prove herself. Clients often associate age with experience, and winning their trust wasn’t easy.
Instead of focusing on what she lacked, she leaned into her strengths — genuine sincerity, strategic knowledge, and an eagerness to help clients make informed decisions.
“Some clients doubted me at first, but I gained their trust by showing them that I genuinely cared about their needs. My goal was never just to close a deal—it was to help them make the best decision for their future.”
Having ERA’s strong mentorship culture was a game-changer. With guidance from her mentors and fellow agents, Pamela navigated the industry with confidence.
“My mentors were always just a call or text away whenever I needed guidance. That support made all the difference in my early days.”
She also relied heavily on ERA’s cutting-edge tools, like super app SALES+, which allowed her to deliver clear, data-driven presentations to clients — giving her an edge in the competitive market.
Turning Clients into Advocates
Pamela believes that real estate isn’t just about closing one deal—it’s about building trust for the long term.
“I make sure every recommendation I give is aligned with my clients’ financial goals and lifestyle needs. That’s why many of them come back to me for their next property moves, and refer me to their family and friends.”
This referral-based business model is proof that her sincerity and expertise leave a lasting impact.
Looking Ahead: Aiming for Rising Millionaire Status
Now entering her fourth year as a real estate agent, Pamela’s next goal is to achieve Rising Millionaire status — a prestigious milestone awarded to agents who cross half a million dollars in commissions within a year.
Beyond personal success, she remains grateful for ERA’s ongoing support—from leadership, innovative tech tools, and mentorship programs to a culture that values young talent.
“ERA was my starting point, and it remains the place where I continue to grow. The strong support system here drives me to be better every day.”
Pamela’s dedication to excellence has earned her a spot in Plush by ERA —a community representing the pinnacle of luxury property advisors.
Her full-circle journey—from intern to full-time realtor—proves that ERA isn’t just an agency. It’s a place where young talents are nurtured, careers are built, and dreams become reality.
ERA, Where Expertise is Built
At ERA, agents are empowered to carve out their own niche, backed by a robust network, training, and resources. Specialization is key in this competitive industry, and for Timothy Choo, that specialization is shophouses—heritage-rich properties that blend history, character, and investment potential.
As part of ERA’s commitment to agent development, Timothy will be conducting the upcoming Expert Series for Commercial & Industrial, where he will share insights on how to Create Unstoppable Shophouse Deals. His journey reflects how ERA equips our agents with the tools, knowledge and opportunities to thrive in specialized markets.
A Market Unlike Any Other
Timothy’s introduction to shophouses was unconventional—it started with an F&B rental deal for a friend. “That was when I realized how intricate shophouses are, from their zoning regulations to their unique layouts,” he recalls. “It felt like an entirely different segment of real estate that not many agents were tapping into.”
Unlike cookie-cutter condominiums or commercial spaces, no two shophouses are the same. Each one carries its own story, architectural quirks, and set of challenges, making every transaction a fresh and exciting experience.
The Art of Selling History
Beyond their aesthetic appeal, shophouses are historical landmarks that have withstood the test of time. “One of the most fascinating properties I encountered was a shophouse where our late founding father, Lee Kuan Yew, once hid during the Japanese occupation,” Timothy shares. “That’s what makes shophouses so special—they are living history.”
Another standout deal in his career was a 3,000 sqft shophouse in River Valley, perched on a hill with both a front and backyard—an exceedingly rare find. With two airwells and an expansive single-floor layout, it was a dream space for the right tenant. Timothy secured a lease with a major real estate group, reinforcing the strong demand for such distinctive properties.
With clients at a successfully leased shophouse—what started as a deal turned into a friendship
A Competitive Yet Rewarding Niche
Despite their allure, shophouses are one of the most complex asset classes to handle. Regulations are stringent, market trends shift rapidly, and misconceptions abound. “Many buyers assume all shophouses have the same zoning and can be used for any business, but that’s not true,” Timothy explains. “Each shophouse falls under different zoning categories—residential, commercial, or mixed-use—each with its own financing and tax implications.”
So why venture into such a challenging market? For Timothy, it’s about more than just business—it’s about passion. “I love the details—how each shophouse is designed, how businesses optimize their interiors, and how these spaces evolve with time,” he shares. “There’s always something new to learn.”
Recognizing the lack of younger agents in this segment, Timothy also sees an opportunity to modernize its marketing and introduce innovative ways to attract buyers. “With the ever-changing market, fresh perspectives and creative strategies are needed to bring shophouses to a broader audience,” he says.
Securing multiple leases in a high-demand street—Timothy’s strategic approach helped him outpace seven competing agents to close three successful deals.
Learning, Growing, and Giving Back
Timothy credits ERA’s strong network, training, and resources for helping him build expertise in this specialized market. With the support of ERA’s research tools and mentorship programs, he has developed a deep understanding of how to navigate shophouse transactions effectively.
Now, he’s paying it forward by sharing his insights with fellow agents. Later this year, Timothy will be leading sessions as part of ERA’s Expert Series for Commercial & Industrial, helping others navigate the complexities of shophouse deals and recognize the opportunities within this niche segment.
🔎 Keep a lookout for this upcoming session! Whether you’re a new agent exploring niche markets or an experienced realtor looking to refine your expertise, Timothy’s insights will offer valuable takeaways.
Recognized for his expertise—Timothy’s dedication has earned him industry accolades and the trust of clients and peers alike.
The Future of Shophouses
To Timothy, shophouses represent a blend of history, business, and opportunity. As Singapore’s real estate landscape evolves, he believes shophouses will remain highly sought-after investments, especially for those who appreciate their rarity and value.
“My advice for agents keen on this market? Stay sharp, stay proactive, and always be upfront about what can or cannot be done,” he says. “Shophouses aren’t for every agent, but for those willing to invest the time to understand them, the rewards are immense.”
In an industry where most agents focus on volume and speed, Timothy Choo stands out by specializing in one of the most intricate markets in real estate. With ERA’s support and his unwavering commitment, he continues to turn passion into expertise—one shophouse at a time.
Living his passion—Timothy continues to push boundaries in the shophouse market, transforming each closing into a new opportunity for growth.
ERA, Where Every Journey Finds Its Own Path
Matthew Tan’s journey to success didn’t begin in a lecture hall — it began with uncertainty, trial, and a relentless drive to prove himself. Dropping out of school might have seemed like a setback, but for Matthew, it was the turning point that led him to one of the best decisions of his life: a career in real estate. Over a decade into his real estate journey, Matthew has transformed from a struggling student into a trusted property advisor, a seasoned negotiator, and a consecutive Millionaire agent. His story is proof that success isn’t about where you start — it’s about how you adapt, learn, and push forward.
A defining moment—Matthew celebrates his ERA Millionaire achievement on stage
Choosing a Different Path
School was never Matthew’s strong suit. He struggled to stay engaged, frequently skipped classes, and eventually found himself too far behind to catch up. “I was more focused on having fun than studying. I skipped school a lot, and at some point, I realized I couldn’t keep up anymore,” he shared. His decision to drop out of polytechnic came as a shock to his parents, especially since he had already retaken his O-levels once to secure admission. While they initially struggled to accept his choice, they eventually supported him, trusting that he would find his way. To make use of his time, he enlisted for National Service early, giving himself a window to reflect on what he truly wanted for his future.
Drifting Through Jobs, Searching for Purpose
After leaving school, Matthew drifted through various part-time jobs—waitering, event crew work, and even selling fruits. Each job kept him busy, but none gave him real direction. He admitted that during this time, he often felt lost. But he didn’t dwell on it too much, knowing that army was mandatory. It wasn’t until after his National Service ended that the weight of his next steps truly hit him. To secure stability, he took on a full-time marketing job, believing it would provide long-term career growth. Instead, he found himself earning less than $3,000 a month with little room for progression.
The Wake-Up Call: Discovering Real Estate
Everything changed when he met friends who were already working as real estate agents. He quickly realized that some of them were making in a single month what he was earning in an entire year. Seeing the stark contrast between his stagnant income and the limitless potential in real estate, he knew he needed to make a change. “That moment frustrated me, but it also inspired me. I didn’t want to stay stuck in a job where my income had a ceiling. I knew I had to change my life,” he said. Despite knowing that real estate required dedication and adaptability, he was drawn to the idea of limitless income potential and the ability to be in control of his own success.
Stepping into Real Estate—And Learning the Hard Way
Without any prior background in property, Matthew had zero expectations stepping into real estate. But he quickly realized how different it was from a regular salaried job. “The biggest fear was uncertainty—when would I close my first deal? Could I even sustain this as a long-term career?” he reflected. Unlike his previous jobs, there was no guaranteed paycheck. Every success depended entirely on his own efforts, persistence, and ability to deliver results for clients. Instead of letting doubt consume him, he relied on pure grit and discipline to navigate the early challenges. “I was thrown into the deep end and had to learn to swim. There was no shortcut—it was trial and error, pushing through long hours, and learning from every mistake,” he shared.
He credits ERA’s mentorship programs and training support for guiding him through those initial struggles. Learning from experienced realtors and structured training sessions gave him the confidence and knowledge needed to establish himself. “Having mentors I could turn to made all the difference. Their insights, along with ERA’s training, helped me refine my approach, sharpen my knowledge, and develop the skills I needed to close deals.”
The Power of Strategy: A Data-Driven Approach
Real estate is often an emotionally driven industry, but Matthew knew that emotions alone could lead to costly mistakes. To give his clients an edge in property decision-making, he developed a Risk Analysis Framework—a structured approach that ensures every property purchase is backed by data, not just sentiment. His framework covers:
✔ Property Life Cycle – Understanding when to buy and sell
✔ Demand vs Supply – Evaluating long-term appreciation potential
✔ Minimizing ABSD Through Decoupling – Optimizing property investment strategies
“Numbers don’t lie. I wanted my clients to make well-calculated decisions, not just impulsive ones,” he explained. This structured, strategic approach helped him stand out in a crowded industry. Over time, it earned him a loyal base of repeat clients and referrals, solidifying his reputation as a trusted property advisor.
Overcoming Stigmas & Proving Himself
Many assume that without a degree, success would be harder. But for Matthew, this was never a limitation. “On the contrary, I never felt underestimated. If anything, I like proving people wrong—it gave me the hunger to push myself harder,” he said. Instead of dwelling on what he lacked, he focused on action, discipline, and consistency—qualities that helped him stand out in the competitive industry. “I’m a doer, not just a thinker. I take action, I work hard, and I don’t settle for less.”
The Rookie Milestone: A First-Year Breakthrough
Success didn’t come overnight, but when it did, Matthew made sure it counted. In his first year as a real estate agent, he was awarded Top Rookie in his division—a recognition that solidified his belief that he had made the right choice. “That was the moment that proved to me—this was the right path. I had no regrets from the day I stepped into real estate,” he said. Instead of looking back, he focused on moving forward, growing his expertise, and building stronger client relationships.
One of Matthew’s earliest achievements — marking the beginning of a promising journey in real estate
A Career, A Legacy, and A Life Beyond Real Estate
Now, nearly fourteen years into his real estate career, Matthew has built a successful and sustainable business, with a steady stream of clients who trust his expertise and refer others to him. Looking back, he’s grateful for the journey, the people who believed in him, and the lessons that shaped him. “I’ve been blessed with great clients and friends, and most importantly, my family’s support. My wife was my biggest pillar — when I started with nothing, she was the one helping me financially. Today, we’re building a future together.”
His next goal? Early semi-retirement — achieving financial freedom so that he and his wife can travel, explore, and live life on their own terms.
A decade of success—Matthew’s Millionaire wins, backed by his biggest supporter, his wife.
A Message to Those Who Feel Stuck
Matthew’s story is proof that success isn’t about where you start — it’s about where you decide to go. “A degree is great, but it’s not the only path to success. What truly matters is adaptability, perseverance, and hunger.”
For those who feel stuck in their careers or doubt their ability to succeed, his advice is simple: “Stop overthinking. If you’re hungry for success, take action. Work hard, be disciplined, and never settle for less.”
ERA, Where Strategy Meets Success
As an engineer, Donavan Tan was trained to solve complex problems—breaking down challenges, running the numbers, and figuring out the most efficient solutions. Today, in real estate, he does the exact same thing—but instead of solving equations, he’s solving people’s property puzzles.
“Every client has a unique situation—whether it’s upgrading, investing, or restructuring their portfolio. What I love about real estate is that I get to apply the same logical, structured thinking from engineering, but now with a human touch,” he shares.
It’s this unique blend of technical precision and people-first service that has made Donavan one of ERA’s most promising Millionaire realtors today.
Rising Millionaire in 2023, now a Millionaire Realtor in 2024 — Donavan’s journey of growth and success continues.
From Stability to a New Challenge
Donavan’s career started in a structured 9-to-5 engineering job, but before long, he realized that predictability didn’t excite him. While engineering offered security, it lacked the thrill of challenge and growth. Encouraged by close friends who saw his natural people skills, Donavan decided to take a leap into real estate—a decision that changed his life.
But the transition wasn’t instant. Passing the RES exam required months of intense studying, and building a client base from scratch was an uphill climb. “The beginning was tough—getting people to trust you when you’re new in the industry isn’t easy,” he admits. “But like engineering, real estate is about solving problems. If I could analyze market trends like I analyzed systems, I knew I could find my edge.”
ERA’s Role in His Success
With ERA’s powerful SALES+ superapp, Donavan found a way to simplify property transactions for his clients. “The market today is flooded with information—it’s impossible to process it all alone. ERA’s tools helped me analyze data efficiently and present clear investment strategies to my clients, making it easier for them to make informed decisions.”
His involvement in new launch projects also gave him a competitive advantage. Overseeing major developments like Kassia and Lentor Central Residences strengthened his expertise in both the new launch and resale markets, building trust among clients and securing higher-value transactions.
The Freedom to Live Fully
Real estate isn’t just a career—it’s a lifestyle that allows Donavan to embrace his adventurous spirit. Whether it’s snowboarding, skydiving, or taking short getaways, he has built a career that allows him to work hard and play hard. “Time management is everything in real estate. You need to be available for your clients, but you also have the flexibility to recharge when needed.”
Balancing work and passion—Donavan’s career gives him the flexibility to pursue his love for adventure sports.
Building a Team, Creating Impact
Beyond his personal success, Donavan finds deep fulfillment in mentoring others. In mid-2024, he launched Donavan Tan Associates, which has already grown to eight realtors. “Seeing my team members succeed—especially the new agents who closed their first deals within a month—has been the most rewarding part of my journey so far.”
By sharing his insights, guiding his associates, and fostering a collaborative team culture, Donavan is paying forward the mentorship and support he once received at ERA.
Donavan with his team at Donavan Tan Associates, a growing division focused on mentorship, collaboration, and achieving success together
Advice for Aspiring Realtors
Donavan’s advice for those considering real estate? “Be bold and take the first step. What’s the worst that can happen? If you give it your all and it doesn’t work out, at least you’ll know you tried. But if it does, you might just find a career that changes your life.”
For those who have already taken the RES exam, he emphasizes the importance of choosing the right mentor. “A good leader inspires you to dream more, learn more, and achieve more.”
Looking Ahead
From engineering blueprints to property portfolios, Donavan has proven that problem-solving is universal—but success is about applying those skills in the right environment. With his growing team and a thriving real estate career, he continues to push the boundaries of what’s possible.
His journey is far from over, but one thing is clear—Donavan Tan is just getting started.
ERA: Where Love, Success, and Real Estate Thrive
For Zann Low and Gary Ong, real estate isn’t just their career—it’s intertwined with every part of their lives, from date nights to family life. As a married couple thriving in the high-energy world of new launches, they’ve found a way to balance work, love, and parenthood, proving that success is sweeter when shared.
From Partners in Life to Partners in Business
Zann and Gary’s journey in real estate began individually, but their paths naturally aligned. Specializing in new launches, they quickly realized that their combined strengths made them a formidable team. “If you can master new launches, picking up other segments like private resale and HDB becomes so much easier,” Zann shares. Over the years, their strategic focus has helped them stay ahead in the ever-evolving market, allowing them to serve clients effectively while building a strong foundation for their future.
Complementing Strengths: The Secret to Their Success
Unlike other real estate couples who divide their work, Zann and Gary often handle new launch presentations together. “We already know who will cover which topics, so our discussions with clients are structured and seamless,” Zann explains.
Their differing strengths play a huge role in their synergy. “Gary is incredibly detail-oriented—he processes information fast and comes up with the best strategies instantly,” Zann shares. “Once he lays out the plan, I step in to present it in a way that resonates with clients. We complement each other perfectly.”
When Real Estate Interrupts Date Night
With the nature of their work, it’s no surprise that real estate often spills into their personal lives. “No matter how busy we get, we always make time for a date—we often grab a pint before heading home,” Zann says. But even then, conversations naturally drift to work. “Funny enough, some of our best ideas come from these tipsy chats!”
Then there are moments when work calls, quite literally. “We were on a movie date once when Zann got a call from a client to view a showflat,” Gary recalls with a laugh. “We looked at each other, laughed, and rushed down to meet the client.” It’s this adaptability and shared passion for their work that make them such a strong duo.
Zann and Gary at ERA’s Millionaire Gala 2024, celebrating Gary’s achievement as a Millionaire Realtor.
A Team at Work and at Home
Balancing work and family life requires teamwork in more ways than one. “Most of the time, we go for appointments together, but if there’s something urgent at home, one of us will stay back while the other works,” Gary shares. When Zann took on a project leadership role for The Orie, Gary stepped up to handle more responsibilities at home so she could focus entirely on the launch.
Their ability to support each other extends beyond just real estate—it’s about ensuring that both their career and family thrive. “We have an understanding of each other’s schedules and commitments, which helps us maintain balance without unnecessary stress,” says Zann.
Real estate, family, and adventures—Zann & Gary make time for what truly matters.
The Most Unforgettable Project
With years of experience and countless projects under their belt, one development stands out: Wallich Residence. “It was one of the most high-end developments at the time, and we managed to close five units,” Zann recalls. “I still remember walking up and down the tallest building in Singapore while pregnant, showing clients the stunning views—it was a memorable experience in every way!”
More Than Just a Business: Building Their Real Estate Family
Beyond sales, Zann and Gary take great pride in mentoring their team, treating them like an extension of their own family. “We give our agents our full attention and guide them step by step,” Gary shares. The most fulfilling part? “Seeing them grow financially, buy their own properties, and build better lives for themselves and their families.”
ERA: A Platform for Success and Family Support
Zann and Gary’s success is amplified by the robust support provided by ERA. The SALES+ Super App has been a game-changer, equipping them with cutting-edge market analysis and professional reports to enhance their client presentations. Additionally, ERA’s Project Marketing team plays a crucial role in ensuring seamless new launch sales.
Beyond business, ERA values family, regularly organizing family-friendly events such as Mid-Autumn Festival celebrations, Halloween gatherings, and awards ceremonies where loved ones can share in the agents’ successes. For couples like Zann and Gary, ERA also offers a accelerated matching commission scheme (90/10) for joiners with family members in the agency, reinforcing its commitment to fostering both professional and personal growth.
Advice for Couples Considering a Career Together
When asked about working as a couple in real estate, Zann and Gary emphasize one thing: communication. “It’s not about tolerating each other’s differences but truly understanding them,” Zann says. “Find a common goal, set expectations, and support each other.”
They also highlight the importance of financial planning and flexibility. “Real estate is like running your own business—it requires time and investment. Be prepared for lifestyle adjustments, especially with family time since weekends are often packed with client appointments.”
But above all, they agree on one thing: “Real estate is a life-changing career. If you commit to it together, it can be one of the most rewarding journeys—not just as business partners, but as life partners too.”
Zann and Gary receiving ERA’s Top Husband & Wife Award, a testament to their teamwork, dedication, and shared success in real estate.
It’s that time of the year again: Chinese New Year, where relatives suddenly grow an interest in your personal and love life. And for attached twenty-somethings like us, it’s also the time of the year when they suddenly become real estate analysts: especially regarding your Build- to-Order choices.
You start to hear takes like:
“Eh, last year the Holland V one like not bad eh!” or “February got one Queenstown one, near MRT and school, why not apply that one?”
Which are valid takes – but you see, the thing is both of us decided to apply for a standard flat instead. Knowing well and fully the outstanding benefits of the other Plus and Prime flats, we decided it was in our best interest to choose a Standard flat.
The two writers today, Egan Mah and Ethan Hariyono, applied for the projects in towns that we grew up in – Pasir Ris and Serangoon/Sengkang respectively. These are satellite housing towns and are therefore Standard projects, as compared to the centrally located, city fringe towns that often fall under the Prime or Plus category – and here’s why.
Standard, Plus, Prime: What’s the Difference?
Before we dive into the details, here’s a quick overview of how the current BTO system works.
From October 2024, HDB Build-to-Order (BTO) flats were reclassified into three categories – Standard, Plus and Prime flats. Plus and Prime flats are those located in ‘choicier’ (e.g. good connectivity, proximity to amenities, and the city centre. Some may come with unique features, such as waterfront living, and ‘choiciest’ locations (e.g. centrally located, well-served by comprehensive amenities and have excellent transport connectivity) respectively.
However, these two flat classes differ from Standard flats, which hold restrictions that we are most familiar with (when it comes to BTO flats). Plus and Prime models come with more stringent resale conditions such as a 10-year Minimum Occupation Period (MOP) rather than the conventional five years, a subsidy recovery upon resale, and owners are not allowed to rent out the whole flat.
New Standard flats in Pasir Ris, launched in Oct 2024
Uncertainty of what can happen in 10 years
A 10-year MOP means that you are ‘stuck’ living in the same place for 10 years. While this may bring about conveniences as it could be near your current workplace or family now, but these could change in future. Spatial, household, and lifestyle needs could change too.
Egan: While you do not have to sell after the MOP, that option and flexibility to do so is worth having. 10 years is a long time and many things could change. You may have additional household members or want to live nearer your future workplace. These are factors that may be beyond your control. I may be working in the east now but possibly in the west in future so there may be some inconveniences.
Ethan: At my current age (25), I do not currently have plans to have children in the next five-plus years. Therefore, distance to a school, or being in the most optimal central location is not my priority. I would rather be able to save more money in the short term and use it for other purposes (travel, renovation, etc.) while still having the flexibility of relocating or upgrading in five years if my lifestyle choices happen to change. This is why I felt like I should go with a Standard flat.
Not just about location (centrally located)
Egan: They say for real estate, location is key. However, HDB has defined choice locations as those being centrally-located (i.e. near the city centre/CBD). Especially today, where most if not all HDB towns are self-sufficient towns. The internal public transport networks such as feeder bus and the Light Transit Rail (LRT) will get residents around and to the MRT station. Most needs can be met by the amenities the town has. Thus, there is no need to live near the CBD if you do not mind the daily commute to work. Even more so when Singapore have been decentralising workplaces. To me, familiarity to the place I grew up in and living near my parents is more important.
Ethan: There is an element of familiarity and comfort when choosing to stay in an environment you grew up in, and it makes the whole prospect of dropping half a million dollars into your first home a lot less daunting.
Prime flats located in Tanjong Rhu
Exclusive: 5-room size and shorter wait times
Ethan: As with Egan, I applied for a 5-room flat, which was only offered as part of the Standard housing model. 5-room flats are getting increasingly rarer, which would come to play if I ever choose to sell the house. Furthermore, there is little to complain about when it comes to having extra space to live (other than the extra cleaning required). It grants a degree of flexibility when it comes to designing your house, regardless of your needs. It is a more comfortable space for a growing family, and it also offers more room for your hobbies or other lifestyle needs – like if you enjoy hosting people.
Egan: Another thing to take note is also the project-specific traits. For both projects that I applied for, the waiting times were less than three years (possibly why they were so popular as well).
Affordability
Standard flats also come with a lower price tag. While we both applied for a 5-room flat, we did compare prices of a 4-room Standard and a Prime flat.
Table 1: Price of BTO flats launched in October 2024
Source: HDB
Of the BTO projects that we both considered, the price range of those in Plus and Prime areas are considerably more expensive. It would have made more financial sense to apply for a larger standard flat rather than a smaller ‘Plus’ or ‘Prime’ flat.
“The Next Step”
Egan: Of course, many Singaporeans aspire to own and live in a private property, me included. This would mean embarking on this path of ‘Asset Progression’, where we upgrade to the next higher tier of property when we have the chance to. For a young couple, it would mean selling your BTO flat upon reaching the Minimum Occupation Period, when flats are still new. Cashing out on the profits made, we would then go on to buy a condominium.
Ethan: Hence, HDB introduced Prime and Plus flats, that come with more stringent resale conditions that eventually caps the prices of HDBs in future. This is done to ensure that HDBs continue to be affordable public housing. The conditions include a 10-year minimum occupation period, rather than standard flat’s 5-years. Resale buyers of these flats also have a household income ceiling of $14,000.
Egan: The opportunity cost of the five additional years could make it more difficult for potential upgraders. Firstly, the private property prices may become out of reach. Secondly, upon fulfilment of the MOP, most buyers would be in their mid-forties. (Considering a couple at 28 successfully getting a BTO flat, 4 years of construction and 10 years of living there). Furthermore, there are subsidy claw back on the future selling price of Prime and Plus flats (currently up to 9% and 6% respectively)
Parktown Residences – New launch condos are an option for HDB upgraders when they fulfil the 5-year MOP
Conclusion
Ultimately, property – especially your first home is an important and crucial milestone in one’s life. Each flat type comes with their own clear advantages and differences. Given that HDB flats require you to occupy them for at least 5 years, it is in your best interest to select a flat that is best suited for your lifestyle, and in a location that you are okay with.
At the end of the day, given the heavily subsidised nature of HDB flats, the majority of BTO homes have been profitable in recent years.
However, as twenty-somethings and analysts working in the real estate industry, we have purposefully opted for a Standard flat, given the flexibility it offers.
Need professional advice to help you weight the pros and cons between a BTO and resale flat? Reach out to an ERA Trusted Adviser today!
Disclaimer
This information is provided solely on a goodwill basis and does not relieve parties of their responsibility to verify the information from the relevant sources and/or seek appropriate advice from relevant professionals such as valuers, financial advisers, bankers and lawyers. For avoidance of doubt, ERA Realty Network and its salesperson accepts no responsibility for the accuracy, reliability and/or completeness of the information provided. Copyright in this publication is owned by ERA and this publication may not be reproduced or transmitted in any form or by any means, in whole or in part, without prior written approval.
ERA, Where Kindness Creates Ripples
Life for individuals living with disabilities often comes with immense challenges, but even the smallest act of kindness can make a world of difference. For J.A. Goh, kindness wasn’t a gesture—it was a mission. “If I don’t help him, who will?” he said when asked why he chose to go above and beyond for Jimmy, a disabled individual in need.
This extraordinary story began with a call from Eve, J.A.’s ex-colleague from over 20 years ago, who now resides in the United States. She reached out in desperation, seeking help for her brother Jimmy, who was being evicted from his rented room due to his disability.
A Realtor’s Determination to Make a Difference
Although helping someone secure a room rental wasn’t J.A.’s usual market, he didn’t hesitate. Meeting Jimmy, he quickly realized the urgency of the situation: Jimmy had less than two months to vacate, and his disability had made him unwelcome in his current rental. J.A. evaluated his options and advised Jimmy to explore HDB’s rental scheme, which was far more affordable and would shield him from the stigma often encountered in the private rental market.
But J.A. didn’t stop at advice. He dove into the details of HDB’s rental application process, researching every requirement and walking Jimmy through each step. When they hit roadblocks, J.A. accompanied Jimmy to meet the Member of Parliament to seek support. The MP wrote a letter advocating for Jimmy’s case, but as the eviction date loomed, the process required further follow-ups to ensure progress with HDB.
Determined not to give up, J.A. persisted. He wrote to HDB, followed up with the MP, and even accompanied Jimmy to an HDB interview, finally securing a rental flat just days before Jimmy’s eviction date.
Jimmy and J.A. sharing a smile after securing a home for Jimmy
Kindness in Action
J.A.’s commitment extended beyond securing the rental. Knowing Jimmy’s physical limitations, J.A. personally accompanied him to view the property and interacted with the existing tenants to ensure a smooth transition. To make the new space liveable, J.A. helped Jimmy purchase essentials like a mattress and curtains for privacy, finding creative solutions to overcome restrictions on drilling.
Throughout the journey, J.A. kept Eve updated, earning her profound gratitude. “Living in the US, I wasn’t able to be there to assist my brother, but J.A. graciously stepped in and went above and beyond to make sure he was well taken care of,” she wrote in a heartfelt email. She commended J.A.’s selflessness, saying, “We need more people like J.A. in the real estate industry.”
WhatsApp message of gratitude from Eve to JA
“Kindness Doesn’t Need Recognition”
When asked why he went to such lengths, J.A. simply replied, “Jimmy’s siblings are overseas. He’s all alone in Singapore. If I don’t help him, who will?” He added that his efforts were never about receiving anything in return. “Whether or not someone writes a recommendation, it doesn’t matter. I help because I can.”
Yet, J.A. acknowledges that acts of kindness can often come full circle. He recalls a client he helped 15 years ago who has since referred 13 deals to him. “I don’t expect it, but when it happens, it’s always a pleasant surprise,” he shared.
A Culture of Giving at ERA
ERA is proud to be the first real estate agency to launch an ESG initiative, focusing on creating meaningful social impact and uplifting communities in need. From supporting individuals with disabilities to fostering inclusivity, ERA is committed to making a difference in society.
J.A.’s story reflects a larger culture of generosity at ERA. Last year, when teammates faced personal crises, a call for donations was met with tens of thousands of dollars contributed by agents. The ESG by ERA Committee has consistently sought ways to give back through meaningful actions. ERA has partnered with the Singapore Association for the Deaf (SADeaf) in various initiatives, such as charity events and fundraisers, to support the deaf and hard-of-hearing community. These efforts reflect ERA’s dedication to creating an inclusive and compassionate society. Looking ahead, ERA is excited to continue these meaningful collaborations to make a positive impact on lives.
For J.A., ERA’s environment of support and kindness aligns with his personal values. “As long as it’s within my means, I’ll always find ways to help,” he says.
The Ripple Effect of Kindness
J.A. Goh’s story is a testament to the power of compassion and community. It reminds us that even in the competitive world of real estate, there’s room for humanity. His unwavering dedication to helping Jimmy wasn’t about closing a deal—it was about making a difference.