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 showflat 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 in Pasir Ris, they advised developers to set up a tent within the site compound to better organise marketing and sales.
“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.
Source : PropertyGuru – 9 May 2012