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