Singapore’s real estate market is dynamic, and staying informed is essential. PropNex, a leading real estate agency, is taking agent education to the next level. By providing subscriptions to SPH news publications including The Straits Times and The Business Times, PropNex ensures their agents stay at the forefront of industry and market knowledge.

This initiative, now in its second year, equips 200 agents with a foundation of current events and market trends to deliver insightful advice and value-added services to their clients.

How did this initiative start?

The idea to provide news access to our agents arose during COVID circuit breaker. With a market overloaded with the amount of information online, we saw the need for agents to be self-sufficient and stay updated on rapidly evolving market trends. Equipping them with access to reliable news sources became necessary.

How does PropNex utilise these news subscriptions beyond basic information?

Educating our agents goes beyond providing access to news. It’s about cultivating a mindset for continuous learning. Beyond passive reading, our approach involves active engagement and critical analysis.

Our dedicated Research Team mines these publications for relevant topics and actionable insights which are then disseminated to our agents. On a daily basis, our agents are also actively engaged in conversations around current events.

• Case studies: Articles become the basis for internal discussions, enhancing agents’ understanding of news developments.

• Developing analytical skills: We go beyond simply reading; we dissect articles, gather perspectives, and develop analytical skills to better interpret market dynamics with clarity and foresight.

• Event-driven discussions: By staying atop of the latest events, we stay prepared to address client concerns in real-time.

"Having news subscriptions allows our agents to follow up on news developments closely and not just reading articles in silos."

"This equips agents with a holistic view, allowing them to make informed decisions and provide accurate advice to clients, which is crucial."

How do agents benefit from these subscriptions?

The benefits are multifaceted. Agents gain daily access to credible news sources, allowing them to:

• Stay ahead of the curve: By staying on top of real estate and economic news, agents can anticipate shifts and trends, enabling them to offer in-depth and relevant advice.

• Offer a comprehensive market view: We do not encourage impulsive decisions based on isolated news pieces. We always encourage our agents to read more and provide a holistic understanding of the market to guide clients to make informed decisions.

• Add credibility: Having access to high quality, reliable and comprehensive content helps agents in creating talking points with potential and existing clients.

"Over 50% of our active agents demonstrated increased real-time news awareness through active discussions on internal chats."

PropNex also focuses on understanding customer sentiment. How do news subscriptions play a role?

By tracking market trends and consumer behaviour through news, we gain valuable insights into client preferences and expectations. Agents are also better equipped to engage in conversations around current affairs with clients to better understand their needs. This allows us to tailor our services effectively, ensuring we address evolving concerns of clients in real time.

"Educating our agents isn’t just about preparing them for today’s challenges; it’s about equipping them to lead in tomorrow’s market."