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A real estate journey built on trust
PropNex unveiled its refreshed brand logo – marking a new chapter after 25 years – at the PropNex Sales Summit on 10 March 2025, witnessed by over 4,000 salespersons and guests.
SINCE its establishment in 2000, PropNex has grown into a driving force in Singapore's real estate industry, helping individuals and families navigate some of life's biggest decisions with confidence. Now marking its 25th year, the real estate agency enters a new chapter focused on deepening its impact and strengthening its role as a trusted partner to Singaporeans from all walks of life. Today, PropNex is an industry leader with over 13,000 salespersons and a reputation built on integrity, professionalism and trust.
PropNex's anniversary celebrations were held on July 15 with President Tharman Shanmugaratnam in attendance. The event reflected the company's deep ties to the nation and its role in supporting home owners and communities over the past two-and-a-half decades.
Fittingly, PropNex is also taking part in this year's National Day Parade as an official marching contingent. The group comprises salespersons and staff members, representing Singapore's economic pillar. This visibility on a national stage reflects not only PropNex's role in the economy, but also its leadership within the property sector. PropNex is also the NDP principal partner this year.
Staying ahead of the pack
As of June 2025, PropNex has maintained its lead as the largest real estate agency in Singapore, with over 13,600 real estate salespersons. The company holds significant market share across key segments, including HDB resale, private resale, new launches, and landed homes, capturing 64.2 per cent overall market share in year 2024.
This dominance, however, is not accidental. According to PropNex's co-founder, Ismail Gafoor, the company's sustained market leadership boils down to alignment and conviction.
'From the beginning, I was clear that the reason for PropNex's existence is to add meaningful value to people and to society. Our mission has always been to deliver professional real estate services with the highest standards of integrity, honesty, and transparency, helping families grow their wealth through responsible property investment so they can retire with dignity and pride,' says Gafoor, who is also PropNex's executive chairman.
He recalls how difficult it was in the early days to get everyone to believe in and live by the company's core values. 'Living by these values required making tough decisions. In 2008, I had to make one of the most difficult calls in our journey – to terminate 2,800 salespersons who failed to uphold our principles, particularly our stand on consumer protection, at a time when the real estate industry was still unregulated. It was painful, but necessary to protect our mission and the integrity of our brand.'
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Today, those values are the backbone of PropNex's operations, as it grows not only in Singapore but regionally and globally. 'With the right systems, programmes, and leadership, I am confident that we will continue to meet this challenge head-on – and continue to make a positive difference in the lives we touch,' explains Gafoor.
PropNex's performance and principles have earned it accolades at home and abroad. In 2024 and 2025, it became the only Singapore real estate firm named in the inaugural Fortune Southeast Asia 500 list, and amongst the Singapore's Best Employers list for 2024.
In 2025, the agency also took home the Reader's Digest Trusted Brands Platinum Award, the highest accolade awarded only to brands with an exceptional margin of trust over their closest competitors. It was recognised as a winner in the Influential Brands Awards, and clinched the Singapore Business Review Technology Excellence Award for PropTech in 2024 and 2025. These accolades highlight PropNex's market reach while reinforcing its ongoing commitment to innovation, trust and service.
Giving back, looking forward
At the heart of PropNex's 25th anniversary celebrations is a renewed emphasis on community. On July 15, the company announced the launch of the PropNex Foundation. Seeded with $10 million and targeted to grow to $25 million over the next decade, the Foundation aims to support a wide range of community initiatives, education awards, and charitable causes.
'This Foundation is our heartfelt thank-you to Singaporeans for walking this journey with us, and for many more years to come. At PropNex, we believe in building a stronger Singapore through education – because when we invest in our students, we invest in the future of our nation,' says Gafoor.
As part of the Foundation's official launch, PropNex awarded $254,000 in education awards to 160 recipients, reflecting its belief in the power of education and the importance of uplifting future generations.
From left to right: Director of PropNex Realty, Mr Alan Lim; Chief Executive Officer of PropNex, Mr Kelvin Fong; Chairman of Community Chest, Mr Chew Sutat; President Tharman Shanmugaratnam; Executive Chairman of PropNex, Mr Ismail Gafoor; and Managing Director of Community Chest, Mr Jack Lim.
Over the years, PropNex has contributed more than $10 million to the Community Chest and pledged another $6 million in 2025 alone. These efforts form part of what Gafoor describes as a 'long-term social compact' that the company intends to honour for decades to come.
A playground for the nation
In April, PropNex unveiled a very different kind of contribution to the public: A 64,000-square-foot family-themed playground at Gardens by the Bay. The PropNex Family Zone was launched in collaboration with the Ministry of Social and Family Development, Families for Life, Community Chest and Gardens by the Bay. The launch event was officiated by Deputy Prime Minister Gan Kim Yong and then-Minister of State for Social and Family Development Sun Xueling.
'PropNex has always been about more than just real estate, we are also about building communities and strengthening families. As part of our 25th anniversary celebrations, the PropNex Family Zone is our way of giving back to bring families closer, foster intergenerational bonds and create lasting memories,' notes Gafoor.
The response has been strong. According to the company, the playground has attracted over 200,000 searches on Google Maps within the first two months and widespread social media attention. Events held at the site have drawn thousands of visitors, highlighting the appeal of community-centred initiative.
A vision for the next 25 years
As PropNex charts its path forward, it remains guided by its founding principles, while embracing new tools to serve clients better. The company aims to be every Singaporean's lifelong real estate partner focused on people.
'We want to ensure that every individual we serve can make informed property decisions, build wealth sustainably through real estate, and retire with security and dignity. That's our mission,' says Kelvin Fong, who is PropNex's Chief Executive Officer.
Looking ahead, artificial intelligence and PropTech will be key enablers for PropNex's growth, but Fong is careful to emphasise that these technologies are not an end in themselves. 'We are committed to staying relevant by harnessing the power of AI and PropTech, not for novelty's sake, but to enhance human decisions, relationships, and experiences.'
As it looks to the next quarter century, PropNex is determined to continue leading the market with purpose. 'In the next 25 years and beyond, PropNex aims to deepen its contributions – expanding support for vulnerable families, enabling students to access greater educational opportunities, and ensuring that no one is left behind in Singapore's progress,' says Gafoor.
'As we grow as a homegrown brand, we want to also grow as a true friend to the nation and the community – standing not just as a business, but as a partner in the Singapore Dream.'
'As we grow as a homegrown brand, we want to also grow as a true friend to the nation and the community – standing not just as a business, but as a partner in the Singapore Dream,' says Ismail Gafoor, PropNex Co-Founder and Executive Chairman with Chief Executive Officer Kelvin Fong.
Market leadership by the numbers
Salesforce: 13,600 salespersons as of June 2025, 1 in 3 salespersons in Singapore are PropNex Salespersons
Overall market share: 64.2% across all property segments, almost 2 out of 3 home transactions closed by PropNex salespersons in 2024
HDB resale: 66.4% market share
Private resale: 64.9% market share
New launches: 54.2% market share
Landed resale: 50.2% market share
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