Becoming a property agent in Singapore remains a popular career choice. According to data from the Council for Estate Agencies (CEA), which regulates and develops Singapore’s real estate industry, there are 36,816 property agents as of 1 January 2026. This represents a 13.6% increase over the past five years – there were only 32,414 property agents on 1 January 2022. With such stiff competition, it’s natural that many have turned to social media and become content creators to stand out and differentiate themselves.
Content Creation Is Central To Real Estate In Singapore
In Singapore, where property prices always seem to rise, there’s an innate fascination with home tours. In the past, some people may go to showrooms simply to live vicariously, but with the rise of social media, it’s become more common for property agents to incorporate home tours into their content and post them online.
Viewers engage with such content for many reasons. They may want to see inside a property that they wouldn’t normally visit, such as a luxury home like a penthouse unit or a large mansion. They may also be curious about the interior design and the aesthetic choices that others have made.
It’s exactly such a demand for such property-related content that has led to the growth of businesses like PropertyLimBrothers, which arguably set the local standard for video production, home staging and many other creative elements.
But content is also how some property agents choose to create or develop their own personal brand.
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From Property Agent To Influencer, And Vice Versa
Some property agents, like Shaik Amar, better known on TikTok as @thatproperty.guy, stumbled into social media virality after creating a dance video that was viewed over 25,000 times. Today, his TikTok account has 28.4k followers, and many of his videos have thousands of views.
Others, such as Tricia Ong, better known as @vaingloriousyou, have 78.1k followers on Instagram and started as a fashion and beauty influencer for several years before transitioning fully into real estate after getting her license in 2014.
Li Ting Wong, known on Instagram as @gnitil, follows a similar path with 101k followers. After being on social media for the past decade, Wong got her real estate license at the start of 2023, and she now crossposts with her property agent account @lt.wongrealestate, which has 11k followers on Instagram.
While there are barriers to entry when becoming a property agent, many influencers see it as an extension of their personal brand and translate their content-creation skills into selling property.
Two examples are influencer Brenda Tan, known on social media as @wordweed, with 46.8k followers on Instagram, and fashion stylist and content creator Glenn Goh (@glenngoh), with 33.2k followers on Instagram. Both had an established social media presence before obtaining their real estate licenses, but they continue to do other work as well.
But if you are a relatively new realtor today, you are probably facing a much more crowded social media space than ever before. For someone like Amy Syireen Marican, @amysyireen on Instagram, with 19.2k followers, a former flight attendant turned home baker turned real estate agent, breaking into the space needed an extra boost. That is why she applied to be one of the twelve contestants on PropertyGuru’s reality series Home Run.
Read Also: How Much Does Your Property Agent Friend Really Earn When They Achieve Property Awards?
PropertyGuru’s Reality Series Home Run Is A Different Form Of Content Creation
Two years after Home Run, PropertyGuru’s first reality series, launched, the show is back for its third season. The first episode of the new season premieres this Thursday, October 8 at 7.30pm on MeWatch, Channel 5, and the Mediacorp and PropertyGuru YouTube channels. Mediacorp is once again an Official Media Partner of the series.
This new season of Home Run features twelve property agents taking on challenges posed by celebrity guests, including Mediacorp artiste Tyler Ten and Class95’s morning drive show hosts, The Muttons, Justin Ang and Vernon A. The competing property agents would be judged by various leaders from major property agencies, as well as representatives from the broader property industry, including official series partner and developer Far East Organization.
Source: LinkedIn
I got the opportunity to attend the season premiere last week at the Aurea and The Golden Mile sales gallery in Marina Bay. The event featured many of the season’s contestants, celebrity guests and more.
The season premiere was held at this unique venue because it was the setting for the first episode, where all twelve property agent contestants formed groups of three to sell Aurea’s residential units to celebrity guests. Aurea launched in March last year, jointly developed by Far East Organization and Perennial Holdings, and launch prices averaged $3,005 psf.
This challenge pushed many property agents to their limits, as they had to become familiar with a new development on short notice. They also had to navigate team dynamics and work well together in order to best serve the celebrity guests.
While the challenge was obviously an unrealistic scenario designed solely for the reality show, I believed the episode did achieve the show’s goals of showing a side of property agents that people don’t normally get to see – the actual work behind the scenes.
So much of the property agent experience today is content creation that they curate, so a show like this, despite the reality television format, does go some way to presenting the property agents in a different light and showing the less glamorous side of the business.
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