Circulars

PRESS RELEASE
13 FEBRUARY 2026

The Singapore Institute of Estate Agents (SIEA) today announced the signing of a Memorandum of Understanding (MOU) by the Alliance for Action (AfA) on Proper Flyer Distribution to HDB Homes. The AfA is chaired by SIEA, with five major estate agents (PropNex Realty Pte Ltd, ERA Realty Network Pte Ltd, Huttons Asia Pte Ltd, OrangeTee & Tie Pte Ltd and SRI Pte Ltd) to reinforce proper flyer distribution practices across HDB estates.

This MOU is a joint commitment which establishes a unified industry-led approach to ensure that flyers and pamphlets are distributed properly by real estate salespersons (RESs) and is supported by the Council for Estate Agencies (CEA). All parties to the MOU acknowledge the need to minimise the disamenities caused by flyers which are left improperly at gates, doors and common areas of HDB estates.

Clear Framework for Flyer Distribution, Breaches & Administration

Effective 1 April 2026, property flyers and pamphlets must be properly distributed to homes and other premises without being visible to members of the public other than the intended recipient(s), such as by placing flyers in mailboxes (e.g. by Singpost or flyer distributors).

All participating estate agents (EAs) will implement a standardised approach to handling breaches of flyer distribution involving RESs who engage in improper flyer distribution (see Annex A).

The five EAs will keep SIEA informed of RESs who have received complaints from residents. SIEA, as the secretariat, will maintain master records of all reported breaches. This centralised approach enables SIEA to continue tracking breaches even if an RES switches EA or leaves the industry and later re-enters.

Mr Eugene Lim, President of SIEA, said, “With SIEA serving as the industry’s secretariat, we can ensure consistent monitoring, clearer enforcement and greater accountability across all participating agencies. This unified structure strengthens our shared commitment to maintaining proper flyer distribution practices in HDB estates.”

Mr Nicholas Poa, Executive Vice President, Operations & Legal of ERA Realty Network Pte Ltd, said, “ERA supports this unified and balanced approach to regulating flyer distribution. With clear rules and a centralised secretariat, we can better prevent improper placement of flyers and maintain a cleaner living environment for HDB residents.”

Mr Jerome Loh, Director of Operations at Huttons Asia Pte Ltd, said, “This collaboration provides a consistent framework for all agencies to follow. With SIEA overseeing reporting as the secretariat, the industry can enforce proper flyer distribution more effectively and fairly.”

Mr Raymond Khoo, Chief Agency Officer of OrangeTee & Tie Pte Ltd, said, “Improper flyer distribution has long been a source of frustration for residents. By signing this MOU, OrangeTee & Tie reaffirms our commitment to ensuring that flyers are distributed only through the correct and permitted channels.”

Mr Lim Yong Hock, Key Executive Officer of PropNex Realty Pte Ltd, said, “Flyer distribution remains an essential prospecting method for many salespersons, as it is one of the most cost-effective marketing tools available. At the same time, we recognise residents’ concerns about flyer distribution. We are committed to working closely with SIEA to ensure our salespersons adhere to clear, responsible and well-defined processes when distributing flyers to homeowners.”

Mr David Tan, Agency Director of SRI Pte Ltd, said, “SRI is pleased to work with SIEA and fellow agencies to improve standards for flyer distribution. SRI strongly supports efforts to ensure flyers are delivered properly to HDB households without causing visual clutter or inconvenience.”

About SIEA

The Singapore Institute of Estate Agents (SIEA) was formed to represent the real estate agents and real estate salespersons in Singapore, and is the leading industry association for the real estate agency sector. With support from the Council for Estate Agencies (CEA) and major real estate agents, SIEA aims to be a cohesive, strong voice for the real estate sector, advocating for and advancing the common interests of estate agents and salespersons. In promoting and maintaining the high standards of the real estate agency profession, SIEA ensures the industry remains relevant and sustainable by promoting continuous learning, upgrading, ethical standards, and professional development amongst its 16,000 members. The Institute also works closely with the regulatory bodies and stakeholders on industry initiatives that benefit its members.

For more information on SIEA, please visit www.siea.org.sg.
For further information, please contact:
Ms Joreen Yee (Manager, Membership & Communications, SIEA)
HP: 94238084
Email: joreen.yee@siea.org.sg

Singapore Estate Agents Association (SEAA) Officially Becomes Singapore Institute of Estate Agents (SIEA)

Singapore, 1 October 2025 – The Singapore Estate Agents Association (SEAA) has officially been renamed the Singapore Institute of Estate Agents (SIEA), effective from today. This milestone follows the successful coming together of SEAA and the Institute of Estate Agents (IEA), Singapore uniting the real estate industry under a single, stronger professional body.

The new name reflects the association’s evolving role as the leading professional body for real estate agencies and agents in Singapore, emphasising its commitment to raising professional standards, fostering ethical practices, and providing greater support to members.

Along with the name change, SIEA is unveiling its new logo (see Annexe A), which reflects the association’s core values of trust, integrity, professionalism, and progress. The refreshed visual identity indicates a future-focused approach to Singapore’s dynamic real estate scene while honouring the heritage and achievements of its predecessor organisations.

Mr Eugene Lim, President of SIEA, said:

“The transformation from SEAA to the Singapore Institute of Estate Agents (SIEA) marks an exciting new chapter for our industry. We are strengthening our collective voice, raising professional standards, and enhancing the support we provide to our members. Our new identity and logo reflect our vision for a future where estate agents are recognised for their integrity, expertise, and contribution to Singapore’s property market.”

SIEA will continue to represent the interests of real estate agencies and agents, engage with government agencies, and shape public policies impacting the real estate sector. Members can look forward to expanded training, professional development opportunities, and enhanced support services, which will help them navigate an increasingly complex and competitive market.

The institute invites stakeholders, members, and the public to visit its new website at www.siea.org.sg for the latest updates, resources, and information about its initiatives.

About SIEA 新加坡房地产代理协会
The Singapore Institute of Estate Agents (SIEA) was formed to represent the real estate agencies and agents in Singapore and is the leading industry Institute for the real estate agency industry. With the support of the Council for Estate Agencies (CEA) and the major property agencies, SIEA aims to be a cohesive and strong voice for property agencies and agents, advocating for and furthering their common interests.

Driven to uphold the high standards of the real estate agency profession, SIEA ensures that the industry stays relevant and sustainable by promoting continuous learning, skill development, adherence to ethical standards, and professional growth among its 16,000 members.

The Institute also works closely with regulatory bodies and stakeholders to shape real estate policies and laws, while providing ground-up, objective feedback on policies and operational issues faced by consumers, real estate agencies, and agents. It also collaborates with them on industry initiatives that benefit its members.

Previously known as the Singapore Estate Agents Association (SEAA), SIEA was renamed upon the successful coming together with the Institute of Estate Agents (IEA), Singapore, in June 2025.

Media Contact:
Teo Wanting, Assistant General Manager
Singapore Institute of Estate Agents (SIEA)
wanting.teo@seaa.org.sg

Read full press release and Annexe A (new logo design) HERE.

SEAA and IEA Announce Historic Coming Together at Singapore Estate Agents Conference 2025

PRESS RELEASE
14 NOVEMBER 2023

Singapore Institute of Estate Agents (SIEA) is proud to announce the signing of two Memorandums of Understanding (MOUs) at our Singapore KEOs and Leaders Conference 2023 held at Lifelong Learning Institute, Lecture Theatre on 14 November 2023. These agreements mark a significant step towards fostering cooperation and setting a new milestone in the real estate agency industry and SIEA is excited to be at the forefront of these collaborations.

The event was attended by Guest-of-Honour, Associate Professor Muhammad Faishal Ibrahim, Minister of State, Ministry of Home Affairs & Ministry of National Development. It also brought together key players and stakeholders from the real estate agency industry to witness the official signing of the two MOUs that seek to shape the future of the industry in Singapore.

MOU 1
Signed between SIEA and the Law Society of Singapore, this MOU promotes the usage of the Law Society of Singapore’s ADR (alternative dispute resolution) Schemes, including their Mediation and Arbitration Scheme by SIEA Members, for all disputes arising from Co-broking arrangements between Property Agencies and Property Agents. Partnering with Law Society, SIEA members will be able to adopt this resolution schemes at affordable rates.

MOU 2
Signed between SIEA and selected Property Agencies (see Annex 2), this MOU covers the following:
1) Co-operation & Collaboration
SIEA shall partner the Property Agency in offering one-year complimentary Associate Membership to all their Property Agents

2) Dispute Resolution Scheme
It seeks to promote and further use of the mediation and arbitration schemes offered by SIEA and its appointed Dispute Resolution partner, Law Society of Singapore as first port of call for all disputes arising from Co-broking arrangements between Property Agencies and Property Agents. This is with effect from 01st January 2024

When a commission dispute arises between property agents especially from different agencies, it is sometimes difficult for both the agencies to handle on the salesperson’s behalf as large part of the commission goes to the salespersons and their stakes are higher. Together with the Law Society of Singapore, SIEA as a leading industry association could step in to facilitate to resolve such disputes when the agencies are in the difficult position to do so.

3) Best Practice Guide on Co-broking Commission
For Property Agencies and all their Property Agents to adopt best practice guide on co-broking commission, with effect from 01st July 2024. Please refer to Annex 1, Document no: BPG/SIEA/2023/10/28.

There is no uniformity in the current practice of how property agents are renumerated which causes pain points. For example, in some sale transactions, the seller will pay the commission to the property agent representing them. As for the buyer, it is up to their discretion if they want to pay commission to the property agent who represents them. If the buyer does not pay the commission to their property agent, then their agent will negotiate with the seller’s agent to share the commission. This creates potential conflict of interest as the buyer’s agent is now in the dilemma of deciding to put the clients’ interest first or to protect their commission. The same applies for rental transactions.

In many other jurisdictions around the world, the concept of real estate representation is very clear; Agents should collect commission from who he or she represents, i.e., Seller’s agent to collect from seller, Buyer’s agent to collect from the buyer. The same applies to tenancy commission, Landlord’s agents will collect from landlords, and Tenant’s agents from tenants. This is the arrangement the MOU seeks to achieve.

SIEA’s President, Mr Adam Wang, expressed his excitement about these partnerships: “We are thrilled to be joining hands with Law Society of Singapore to offer mediation and arbitration schemes to our members. These schemes can help our members save time and costs as well as achieve better outcomes for any disputes they may face between property agents or property agencies on co-broking matters.

As for the MOU with the Property Agencies, we are advocating the industry to work together as one and getting property agents renumerated by the clients they represent. This recommended practice will help to resolve long-standing issues and we would like to thank all the property agencies involved for their support. We look forward to a future of exciting developments in our industry.”

President of Law Society, Mr Jason Chan SC said “Law Society of Singapore is excited to work with SIEA to offer our mediation and arbitration schemes to their members. The schemes are designed to resolve the disputes quickly and efficiently. All our panels comprise experienced, accredited legal practitioners who possess a deep understanding of the industry.”

Mr Lim Yong Hock, KEO of PropNex voiced “We are happy to see SIEA take the lead in gathering the Property Agencies in the industry to adopt best practice guide on co-broking commission. This move will address many issues in the industry and bring about more opportunities for the property agents.”

KEO of ERA, Mr Eugene Lim said “It is always not easy to change current practices and mindsets of the stakeholders. However, change is a necessity if it is for the betterment of the industry, and we see the best practice guide on co-broking commission as something we should work towards.”

Annex 1: Best Practice Guide for Co-Broking Commission

About SIEA
The Singapore Institute of Estate Agents (SIEA) was formed to represent the property agencies and property agents in Singapore and is the leading industry association for the real estate agency industry. With the support from Council for Estate Agencies (CEA) and the major property agencies, SIEA aims to be a cohesively strong voice for property agencies and agents and to advocate and further their common interests.

Driven to promulgate and maintain the high standards of the real estate agency profession, SIEA ensures that the industry remains relevant and sustainable by promoting continuous learning, upgrading, ethical standards and professional development amongst its 6500 members. The Association also works closely with the regulatory bodies and stakeholders on industry initiatives that benefit its members. For more information, please visit www.seaa.org.sg

For further information, please contact:
Ms Teo Wanting
Senior Manager, SIEA
HP: 90407180
Email: wanting.teo@seaa.org.sg