Following a series of complaints regarding unprofessional
conduct, the Council for Estate Agencies is clamping down on aggressive and
questionable marketing strategies used by some property agencies.
According to the Straits Times, the CEA
recently called on agency bosses to remind them of the proper implementation of
existing laws. For one, the CEA reiterated
that setting up tents and other structures by roadsides without the approval
from relevant authorities is not allowed. This has become common practice among
agents, especially when a show flat is not yet ready.
Distributing fliers and placing advertisements on public
property, including railings, lamp posts and trees are also not allowed, unless
the relevant authorities officially permit them.
However, such permits, especially for tents, are difficult
to obtain, said agency bosses. For instance, the Building and Construction
Authority’s (BCA) rules stipulate that all forms of outdoor advertisements must
have a licence.
Commenting on the concerns raised by the CEA ,
Steven Tan, Managing Director at OrangeTee, said that his agency has made
efforts to work within the existing framework. While marketing Ripple
Bay
“It's a good step for the industry. There will be some
adjustments but agents can now work within clearer guidelines to come up with
marketing campaigns that are more professional,” he noted.
Jeffrey Hong, Chief Executive at Global Property Strategic
Alliance, said that agents need to be more creative in marketing and practise
in a more professional manner to improve their image.
Info courtesy -
PropertyGuru.com.sg
