ERA Asia Pacific Business Conference 2025: Marking Singapore’s 60th Year By Empowering Agents and Building a Stronger Brand

SINGAPORE – 22 April 2025 – Commemorating ERA’s 43^rd year as a brand that is Trusted by GenERAtions and alongside Singapore’s upcoming 60^th year of independence, leading international real estate agency ERA Realty Network Pte Ltd (“ERA Singapore” or the “Company”) announced key initiatives to raise recognition and deepen support for its real estate agents at its annual ERA Asia Pacific Business Conference (“APBC”).

 

Themed “Empower People, Transform Lives” and supported by two key strategic pillars – raising recognition and deepening support for ERA agents, the APBC brought over 2,000 representatives across 13 countries and territories where ERA operates, to the Marina Bay Sands. This year, ERA was proud to welcome Mr Desmond Tan, Senior Minister of State in the Prime Minister’s Office, Deputy Secretary-General of the National Trades Union Congress and Executive Secretary of the Singapore Industrial Services and Employees’ Union as its Guest of Honour.

 

A signature regional event that celebrates and recognises ERA’s salesforce’s remarkable accomplishments of the preceding year, the 2025 edition was helmed by ERA’s senior management team. This year, the Company unveiled a suite of initiatives designed to deepen ERA’s commitment to building its brand while empowering agents and employees.

 

Marcus Chu, CEO of ERA Singapore, ERA Asia Pacific and APAC Realty Limited said: “Our evergreen theme ‘Empower People, Transform Lives’ represents our timeless values that makes true positive impact on those that we care the most about – our agents, our clients and the communities around us. All of these amazing individuals deserve to be seen for their hard work, sacrifices and achievements. Today at APBC, we are celebrating and paying tribute to them, and more importantly, focused on empowering them for even greater successes ahead. Every year at APBC, ERA is proud to introduce new initiatives designed to empowers our agents in their personal growth and transformation and this year will be no exception. We are thrilled to be the only real estate agency in Singapore to provide union representation for all our staff and agents. Ultimately, our goal is to equip them with the confidence and tools to uplift and inspire others in turn.”

 

ERA and SISEU mark committment to supporting agents and employees

The 2025 APBC marks a significant milestone for ERA, as the Company becomes the first and only real estate agency in Singapore with union representation for all its employees and agents, through a strategic partnership with the Singapore Industrial & Services Employees’ Union (“SISEU”). In an industry-first initiative, the signing of the the Collective Agreement (CA) and Memorandum of Understanding (MOU) between ERA and Singapore Industrial Services and Employees’ Union (SISEU), an NTUC-affiliated union, marks the jont committment of supporting workers. As part of the CA, ERA will provide NTUC membership to its corporate services employees, empowering them with access to NTUC’s range of workplace and welfare benefits, including workforce representation, protection and training grants such as UTAP.

 

In addition, the partnership also marked the official launch of the ERA Trusted Advisors Chapter, aimed at empowering real estate agents through structured professional development. Under this initiative, ERA salespersons who join as members will gain access to training support, reducing the financial barriers to upskilling to enhance critical skills such as leadership and digital marketing, needed to thrive as trusted advisors in a rapidly evolving real estate landscape.

 

Mr Desmond Tan, Senior Minister of State in the Prime Minister’s Office and NTUC Deputy Secretary-General, added: “NTUC and the Singapore Industrial Services and Employees’ Union are excited to partner with ERA, marking the company as the first real estate agency in Singapore to sign a collective agreement. This strategic partnership aims to not only protect our real estate workforce, but also supports ERA’s growth and development as a business. Through NTUC’s Company Training Committee initiative, we are committed to driving business transformation and enhancing better wages, welfare and work prospects for workers.”

Mr Desmond Tan, Deputy Secretary General, NTUC and Executive Secretary, SISEU, alongside ERA Singapore CEO Marcus Chu (seated) today signed a MOU at the ERA Asia Pacific Business Conference 2025 to uplift welfare and advance professional development in the real estate sector.

 

1. Enhanced Workplace Support through NTUC Union Membership

Through this partnership with NTUC, ERA employees and salespersons will now enjoy greater representation, enhanced workplace support and a broad suite of benefits — from professional learning and development courses, discounted healthcare services, and family-related perks, to social advantages such as dividends and supermarket cash rebates.

 

“Whether you are an agent on the frontlines representing ERA and earning the trust of our clients, or one of the dedicated staff working tirelessly behind the scenes — at ERA, every voice is valued and protected. By partnering with NTUC, we’re reinforcing our commitment to our people’s well-being. With access to a wide range of benefits, training opportunities, and wellness resources, this collaboration empowers our team to feel more secure, supported, and confident in their journey with us — both professionally and personally,” said Mr Chu.

 

2. Powering the ERA Brand Forward Through Targeted Outreach

As a powerful affirmation of public trust and brand strength, ERA was recently ranked with an outstanding 99.8% Excellence Rating in its customer poll, reflecting strong performance across eight key drivers that matter most to clients. Based on skillsets such as Communication, Client Dedication, Value-added Services, Process Expertise, Market Knowledge, Reliability, Marketing Skills, and Negotiation Skills, the results underscore ERA’s commitment to service excellence and reinforces the agency’s reputation as a trusted real estate brand.

 

As part of its brand innovation efforts, ERA is proud to the first and only agency to offer a first-of-its-kind consumer experience to agents by rewarding them while strengthening client relationships. $100,000 worth of Travel Dollars will be up for grabs for clients who are enrolled in ERA’s VIP Programme Through the “My Dream Vacation” campaign – an exclusive travel giveaway designed to reward VIP members. ERA is also the first real estate agency to reward agents in a consumer-led campaign. Agents who refer 50 clients as VIPs can also win $500 in a monthly lucky draw from March – December, while their clients enjoy exclusive lifestyle perks such as F&B discounts and petrol vouchers. Designed to enhance agent visibility and deepen client engagement, the programme is a win-win that deepens brand connection and loyalty.

 

To further strengthen its engagement efforts, ERA agents will soon have the opportunity to reconnect with their clients by inviting them to participate in the second edition of the “My Dream Home Survey”. This initiative provides agents with valuable insights into their clients’ preferences and aspirations, allowing them to tailor their services more effectively and foster stronger, long-term relationships.

 

The inaugural launch of ERA’s PLUSH magazine at this year’s APBC also serves as a powerful tool for brand building, recognizing ERA agents who excel in high-value transactions and setting a prestigious industry standard. The magazine offers a platform for agents to showcase luxury listings, boosting visibility. As part of a trusted APAC network, ERA agents can position themselves as experts, enhancing the brand’s regional influence in luxury real estate.

 

In addition, ERA’s Millionaire Investor Masterclass (“MIM”) slated for September 2025 will provide another touchpoint for brand engagement in the form of valuable educational content for consumers – particularly those who are unsure about investing in property or see it as a one-time investment. Through this consumer-facing event, ERA agents will have the opportunity to invite their clients to learn the importance of asset progression. With the aim to educate clients on the long-term potential of property investment, MIM helps clients understand the importance of real estate in building wealth. This initiative will make it easier for agents to guide clients through the investment process, offering them the tools and insights to make more informed, confident decisions.

 

This year, agents can look forward to a revamped ERA Property Portal – a free and seamless alternative to subscription-based property listing platforms. Besides empowering agents with in-house tech tools that deliver value, flexibility and savings, agents can also enjoy time and cost savings by posting home listings via the SALES+ and push them to multiple platforms in one single step.

 

Through targeted campaigns and outreach efforts, ERA focuses on accelerating connections and bringing customers closer to its agents – creating greater reach, generating leads and opportunities across every touchpoint.

 

3. Driving Technological Advancements and Transformation With Innovation

At the 2025 APBC, ERA unveiled two groundbreaking tools that redefine how agents access, analyse, and present data — Trend Analysis 2.0 and Presenter+ — both built into the current SALES+ ecosystem and available exclusively to ERA agents.

 

Trend Analysis 2.0 is a game-changing upgrade that transforms raw data into real-time, strategic insights. Agents can now compare different property types (e.g., new launches vs. resale vs. landed), analyse market trends by region or district, and identify properties near MRTs or schools — all with full chart customisation. With advanced segmentation filters like size, tenure, and price, agents can deliver highly tailored advice to clients with ease. The intuitive interface also allows for dynamic visualisations and effortless report sharing, making complex data simple to interpret and present.

 

Paired with this is Presenter+ — The first of its kind in Singapore’s real estate industry . Directly linked with Trend Analysis 2.0, it allows agents to create polished, data-rich presentations in minutes. By pulling charts, insights, and even personal media directly from SALES+, and offering pre-built editable templates, agents can pitch with greater impact and consistency — all from one platform. Together, these innovations streamline the journey from market research to client engagement, empowering ERA agents to impress, influence, and close transactions with confidence.

 

Other key improvements this year include:

• Agent X 2.0
  • A CRM tool that takes integrates seamlessly with WhatsApp and emails, allowing agents to manage customer databases and leads more effectively, while staying organized and connected with clients.
  • The built-in AI script generator helps agents craft well-written, personalized messages, further enhancing communication with clients.
• Property Calculators 2.0
  • Offers essential financial insights, helping agents with borrowing decisions, asset planning, and ensuring rental compliance
• Valuation Request
  • Easily request certified property valuations for various purposes, including sales, decoupling, CPF, or stamp duty; providing quick access to trusted and professional valuations from Realty International Associates Pte Ltd (“RIA”) – ERA’s sister company, streamlining the process for agents and clients.

 

In addition, the integration of Chat GPT 4.0 brings the power of AI into agents’ workflows, offering them a smart, efficient way to handle client inquiries, generate responses and even automate tasks. By incorporating AI-driven solutions, these innovations are reshaping the way agents work, making their processes more efficient and customer-focused.

 

These are prime examples in how ERA is making it easier for agents to present data-driven insights that can drive better investment decisions. Collectively, these advancements drive transformation through innovation, equipping ERA’s agents with the tools to excel in a fast-evolving real estate landscape.

 

4. Enriching the Lives of Communities Through ESG

Chaired by Doris Ong, Deputy CEO of ERA Singapore, ERA has been a strong proponent of sustainable practices. As part of giving back to the community through Environmental, Social and Governance (“ESG”) efforts, ERA is the main sponsor of the Singapore Association for the Deaf’s (“SADeaf”) annual walkathon this year.

 

Slated to take place on Sunday 25 May, “More Than Words: Walk with a Difference” at Marina Barrage is a unique event that will bring together community engagement, environmental awareness and inclusivity. With the aim to set a new Singapore record while promoting the use of Singapore Sign Language, the event will encourage participants to learn signs and connect them to the breathtaking views of Gardens by the Bay and the iconic Singapore skyline.

 

“We’re very proud to support SADeaf’s Walkathon, which brings people of all abilities together in a celebration of community spirit. It’s an extremely meaningful way to raise awareness about the deaf and hard-of-hearing community, while encouraging more Singaporeans to embrace a more inclusive society. At ERA, we believe in making a meaningful impact beyond real estate through ongoing efforts to promote sustainable practices and collective community events such as these,” said Doris Ong, Deputy CEO of ERA Singapore.

 

The first real estate agency to launch an ESG initiative in 2021, ERA has since played a key role as a responsible corporate citizen by championing numerous community initiatives and activities such as food distribution, promoting green living and sustainable habits, support for community events, as well as in-kind donations and monetary contributions.

 

 

For media enquiries, please contact:

Ning Peh, Senior Marketing Communications Manager, ERA Singapore

Email: ning@era.com.sg

Kaixin Yue, PR Manager, ERA Singapore

Email: kaixin@era.com.sg