Skip to main content

Advertisement

Advertisement

Property agents using presidential appeal to sell Yishun flats draw flak

SINGAPORE — Some property agents are trying to capitalise on the keen public interest in President Halimah Yacob’s decision to continue staying in her Yishun flat.

President Halimah Yacob's flat in Yishun. Other flats going on sale are now beginning to boast about the 'extremely high security'. Photo: Najeer Yusof

President Halimah Yacob's flat in Yishun. Other flats going on sale are now beginning to boast about the 'extremely high security'. Photo: Najeer Yusof

Follow TODAY on WhatsApp

SINGAPORE — Some property agents are trying to capitalise on the keen public interest in President Halimah Yacob’s decision to continue staying in her Yishun flat. 

Their actions, however, have drawn flak from some industry players for being less-than-professional and “disrespectful”. In response, the agents maintained that they were simply tapping a “hot topic” to market the properties. 

Over the weekend, ERA property agent Lawrence Ng, for example, listed for sale a five-room unit — one floor below Mdm Halimah’s jumbo flat — on several property portals including Carousell, PropertyGuru and Singapore Real Estate Exchange.

The listing was titled “Yistana for sale”, in reference to the popular #Yistana hashtag — combining the words Yishun and Istana — that has sprung up in recent days. 

The flat, which has an asking price of S$460,000, was described as a “highly sought after HDB flat near Yistana (like living in penthouse)” boasting “extremely high security”.

The listing also stated that people who want to view the unit “may be required to go through security screening for security purposes”. 

Speaking to TODAY, Mr Ng, 35, said yesterday he put up the listing after he saw the buzz online over Mdm Halimah’s home. 

“I don’t know much about politics, but I understand that the current hot topic (of) debate is about Madam Halimah and her HDB flat,” said Mr Ng, who has been an agent for five years. 

“I thought that it would be an excellent marketing angle, we would be able to get maximum exposure and reach as many potential buyers as we could.” 

Another agent, Mr Norman Lim of Propnex, put up a Facebook post last Thursday — the day Mdm Halimah was sworn in — stating: “Anyone wish to be neighbour of our first female President? Many HDB units on sale now”. 

When contacted, he declined further comment. Asked about Mr Lim’s post, PropNex CEO Mohd Ismail said: “A salesperson should always be factual in (his) advertisement so as not to mislead the consumers.”

When approached, the Council for Estate Agencies said in line with the Estate Agents Act and Regulations, property agencies and agents must ensure that all materials that advertise or market a property describe the property accurately.

The council will investigate cases of alleged non-compliance and take action against a property agency or agent for breaches of regulations on advertisements.

Mr Ng said response to his “Yistana” listing has been “overwhelming”. “I have received about four to five queries a day,” he said. He added that he has not been able to schedule a viewing and, as such, no offers have been received yet. 

The sales tactics, however, were frowned upon by senior industry players. International Property Advisor CEO Ku Swee Yong said: “The term ‘Yistana’ was coined by netizens as a joke. It is not very professional to attempt to sell a flat by associating it to a term that might have a negative connotation.”

Mr Ku, who is also a licensed real estate agent, added: “One cannot be sure if the people are enquiring out of genuine interest to buy the flat, or just wanting to view it out of curiosity. It might achieve the opposite effect if it is viewed as being disrespectful.” 

ERA Realty Key Executive Officer Eugene Lim said the company is “in the midst of counselling (Mr Ng) to re-look the angle and marketing of the advertisement”. “Although we did not receive any instructions to take down the listing from the authorities, we as a company feel that the advertisement could potentially come across as disrespectful.”

Stressing that he did not want to “get into the politics of things”, Mr Ng reiterated he was doing his job “to the best of (his) abilities”. “I think the advertisement has created good exposure for the property and in that sense, I think I have done my job,” he said. 

Mr Ng’s client, who gave his name only as Mr Wong, was supportive. Mr Wong, a 35-year-old civil servant, said he was “confident” of Mr Ng’s ability to sell his flat.

“I trust that my agent is doing his best ... I will leave the marketing methods to him as he will know the best approach to reach our common goal (of selling the house),” he added. 

Mr Wong said he has spoken to Madam Halimah “a number of times in the lift”. Saying she is a “very friendly” person, he added: “She is just like any regular neighbour in the block.”

Read more of the latest in

Advertisement

Advertisement

Stay in the know. Anytime. Anywhere.

Subscribe to get daily news updates, insights and must reads delivered straight to your inbox.

By clicking subscribe, I agree for my personal data to be used to send me TODAY newsletters, promotional offers and for research and analysis.