ERA helps generations of Singaporean

Straits Times

2 days ago

As the first real estate agency to be listed on SGX, launch ESG initiatives, and represent the industry at the National Day Parade, ERA Singapore has been a pioneer since 1982. It empowers people and transforms lives through trusted service and innovation
ERA'S journey has consistently focused on advancing the real estate industry, from revolutionising property viewings in the '80s to providing agents today with cutting-edge proprietary technology tools. 'Our lasting legacy is rooted not only in our accomplishments but also in how we support the growth of our people. At ERA, we rise by raising others,' explains Marcus Chu, CEO of ERA Singapore, ERA Asia Pacific, and APAC Realty.
Marcus Chu, CEO of ERA Singapore, ERA Asia Pacific and APAC Realty.
In March 2025, over 1,500 ERA teammates and participants made history at the 'More than Words – Walk with a Difference' event, a heartfelt charity walk organised by the Singapore Association for the Deaf (SADeaf), with ERA Singapore as the main sponsor. This event vividly demonstrated ERA's strong belief that real estate is about more than just property; it's fundamentally about people, and walking alongside them on their journey, quite literally.
For 43 years, ERA has been driven by a spirit of care and dedication. Starting modestly with just a few agents in 1982, it has grown into a significant force with nearly 25,000 agents across 13 countries in the Asia Pacific region. In Singapore alone, there are almost 9,000 real estate salespersons today. ERA is a trusted advisor to multiple generations of Singaporeans, shaping both their homes and their lives.
ERA's commitment to our nation and its people is profound. In 2008, ERA took pride in bring the first ever agency to march as a contingent in the Singapore's National Day Parade to represent the real estate sector on a national stage.
ERA's journey mirrors Singapore's own transformation – adapting to change, embracing innovation, and consistently prioritising people. In 1998, ERA achieved a major milestone by becoming the first real estate agency to be listed on the SGX SESDAQ. In 2000, it was upgraded on the SGX Mainboard, reaffirming its commitment to trust, transparency, and leadership. And in 2017, ERA achieved a major milestone by once again becoming the first real estate agency to be listed on the SGX Mainboard, reinforcing its commitment to trust, transparency, and leadership.
Long before that, ERA had already established the foundation for transforming the industry. It pioneered professionalism and structured training via the ERA Sales System, adapted from the U.S., which set new benchmarks in agent development. The company also launched the Exclusive Marketing Method, providing sellers with a more targeted and results-oriented strategy. As early as 1983, ERA introduced the Open Home concept in Singapore, transforming property viewings with a more immersive and accessible approach, allowing buyers to explore homes.
A legacy of service excellence
At the core of ERA is a fundamental belief: to serve every client with dedication, integrity, and care. This is more than a motto; it is embedded in the systems, culture, and support that ERA provides to both clients and agents.
ERA's agents are trained to uphold the highest levels of professionalism and prioritise customer service. An award-winning legal and compliance team supports each transaction, ensuring accuracy, adherence to ethical standards, and peace of mind for clients.
ERA agents earned an exceptional 99.8% Professional Excellence Rating, as rated by clients. This is supported by Edelman, a well-known global brand consultancy, which named ERA the industry leader on its Trust Barometer. This achievement underpins ERA's strong brand promise: Trusted by Gen-ERAtions.
99.8% Professional Excellence Rating by ERA customers for ERA Trusted Advisors.
Some agents go above and beyond, like Ahmad Ibrahim, who remains dedicated to his clients even during cancer treatment. 'My strength comes from my clients. As long as I can still help someone find a home, I will,' he says. This unwavering dedication exemplifies the ERA culture.
Many of ERA's top leaders initially started their careers within the company, advancing through various levels over the years. For instance, CEO Marcus Chu began as an ERA agent in 1996, highlighting the company's strong culture of promoting from within. Other key leaders have followed similar paths, such as Deputy CEO Doris Ong and Key Executive Officer Eugene Lim, who both joined in 1991, and Chief Agency Officer Kevin Lim, who came onboard in 2003. Each of these individuals exemplifies ERA's commitment to developing talent internally.
Kevin Lim shares, 'I started my journey with ERA as a marketing executive right after national service. Over time, I've been fortunate to develop alongside the company, progressing from the ground up to my current position as a C-suite executive. My story is one among many at ERA Singapore, a place dedicated to nurturing talent and providing clear career advancement paths. At ERA, we focus not only on building careers but also on cultivating leaders.'
Agent leaders like Mark Teo, Gary Lau, and Angeline Lim have each spent over 30 years with ERA. They have not only reached remarkable heights themselves but also dedicated time to mentoring the next generation of achievers and promoting the OneERA culture focused on collaboration and growth.
Angeline Lim explains, 'I have been with ERA for over 35 years because it feels more like a family than just a company. ERA is a community that trusts in you, encourages your development with various tools and training, and treats everyone like family. I have never seen anything like it in my entire career.'
ERA agents' efforts are supported by a dedicated corporate team, and the company was named one of the 'Best Employers in Asia-Pacific' by the Financial Times and Statista in 2025, and that it also received The Straits Times Best Customer Service award for three straight years.
Walking with Singapore home buyers through the years
Throughout the decades, ERA has been a constant presence for Singaporeans at every milestone – whether it's moving from HDB flats to luxury condominiums, growing assets, or planning for retirement.
To date, ERA has:
Facilitated over 1.1 million resale property transactions since 1982
Contributed to the successful sale of over 62,000 new homes across 545 new launch projects since 2007
ERA's wide agent network, strong leadership, and deep understanding of Singaporean homebuyers have driven these successes. Homeownership continues to be a top priority for Singaporeans, and ERA understands the importance of staying responsive to changing buyer needs and desires, while also empowering its partners to create homes that appeal to the next generation. To better understand these evolving preferences, ERA introduced its first 'My Dream Home' survey in 2024, in collaboration with Ngee Ann Polytechnic.
The results revealed strong aspirations across generations. In 2025, ERA strengthens its collaboration with Ngee Ann Polytechnic by incorporating the 2025 My Dream Home survey into their students' coursework.
2024 ERA My Dream Home Survey Findings
Innovation for a changing market
Although it has a rich history, ERA has continuously evolved. In recent years, the agency has adopted advanced tech tools to better support agents and provide more value to clients.
Launched in 2023, SALES+ is ERA's exclusive super app, created by agents for agents. It aims to meet the practical needs of today's property professionals and has quickly transformed the industry. The app offers advanced features like market trend analysis, AI-powered property reports, and realtime transaction data, customised for buyers, sellers, landlords, and tenants.
'SALES+ has revolutionised my workflow,' states Senior Marketing Director Leon Lim. 'Using tools like Presentify and AgentX 2.0, I can visualise data better, handle leads more effectively, and dedicate more time to advising clients.'
Empowering through education: For consumers & agents
Education has always been central to ERA's mission, serving not only its agents but also the broader public. Whether it's preparing real estate professionals with future-proof skills or guiding consumers to make informed property choices, ERA holds that knowledge is the key to lasting success.
ERA connects with the public through initiatives like its Ultimate Consumer Seminar series, Property Megashow, and Millionaire Investor Masterclass. These events give everyday Singaporeans expert insights into market trends, asset growth, property investment, and financial planning. Its flagship campaigns, such as My Dream Vacation with ERA VIPs, foster deep engagement by rewarding members with exclusive travel and lifestyle privileges. These efforts offer consumers not only property guidance but also aspirational experiences beyond mere transactions.
In 2024, ERA hosted 421 training sessions for agents, with almost half emphasising technology and the remaining sessions covering specialised skills like project sales, negotiation, and client service. Key programmes such as the Ultimate Agent Seminars and Investor Realtor Masterclass continue to develop the next generation of top producers.
ERA Singapore's education impact in 2024:
For Consumers
67 Ultimate Consumer Seminars held
7,992 total attendees
136 hours of consumer education delivered
Average of 5.5 UCS sessions per month
For Agents
421 training sessions conducted
48% focused on technology and digital tools
52 Ultimate Agent Seminars held
Through ongoing education, ERA enables both consumers and agents to confidently and clearly navigate the changing real estate environment.
More than homes: Building hearts and communities
ERA's mission goes beyond property deals. The company actively supports communities via initiatives like Gift-A-Family with ComLink+, North West Service Week, Green Homes Door Knock Programme, and its longstanding partnership with the Singapore Association for the Deaf.
Events such as the 'Silent Night' dinner, which is conducted entirely in sign language, and the SADeaf 'Walk with a Difference' exemplify ERA's commitment to empathy and inclusivity as essential elements of nation-building.
'This partnership demonstrates ERA's dedication to communities. It's about truly embodying our values – both literally and figuratively – in building a more inclusive and compassionate Singapore,' says Doris Ong, Deputy CEO at ERA, who leads the company's Environment and Sustainability Governance (ESG) initiatives.
ERA is Singapore's pioneering real estate agency to implement an ESG initiative, aimed at creating a greener, more sustainable future and strengthening communities. Since its inception in 2021, the initiative has emphasised eco-friendly living, championed social causes, and provided aid to those in need. So far, ERA has raised more than $1 million to support these impactful efforts.
The road ahead: Trusted by generations
As ERA nears its 45th anniversary, its dedication persists.
Chu states, 'By investing in people, technology, and sustainability, ERA is following the example set by Singapore's pioneers and current leaders. The goal is to establish a robust foundation for a high-performing, future-ready salesforce that is well-positioned to lead the industry over the next decade and beyond. We move forward together as One People, One Nation, One Singapore – One ERA!'