About Philene ☺️

• Been doing property related work since 2017
• From Leasing State-owned Land to FEO Commercial to Realtor
• 4th IC role in ERA: Grand Dunman, Emerald of Katong, River Green & River Modern
• Titanium Tagger, 3 x Rising Millionaire, Multiple awards and diamond achiever.
• Focused mainly on Cold/New Leads, don’t have much warm leads. Engagement is key!!

DISCLAIMER

The information contained in this presentation is for general information purposes only and does not have regard to the specific investment objectives, financial situation and the particular needs of any recipient hereof. This presentation is prepared by ERA Realty Network Pte Ltd (“ERA”). This presentation may not be published, circulated, reproduced or distributed in whole or in part by any recipient of this report to any other person or parties without the prior written permission of ERA. 

The information, views or opinions contained in this presentation (“Information”) has been obtained or derived from sources believed by ERA to be reliable. However, ERA is not responsible for and makes no representation as to the accuracy or completeness of such sources or the Information and ERA accepts no liability whatsoever for any loss or damage arising from the use of or reliance in whole or in part on the Information. ERA and its connected persons may have issued other reports expressing views different from the Information and all views expressed in all reports of ERA and its connected persons are subject to change without notice. ERA reserves the right to act upon or use the Information at any time, including before its publication herein. 

The recipient should not treat the contents of this presentation as advice relating to legal, taxation or investment matters. Any person or party interested in further pursuing the matters contained herein are advised to make their own independent investigations and verification of the Information and any other information such persons or parties may consider to be relevant or appropriate in the circumstances. 

This presentation does not, nor is it intended to, constitute an offer or a solicitation to purchase or sell any asset or property, or to enter into any legal relations, nor an advice or a recommendation with respect to such asset or property. 

COMMON STRUGGLES

OF REALTOR

Typical Challenges We Faced

• No closings? 
• Got leads but no appointments? 
• Poor lead quality? 
• Poor follow-up skills? 
• Unresponsive leads?

CLIENT ENGAGEMENT IS A 

NECESSARY PROCESS

TYPES OF CLIENTS

1. Landlord

(Needs Restructuring)

2. New PRs / SCs

(From Tenants)

3. Upgraders

4. Clients that don’t love us

(MIA / Not Ready)

5. Friends / Relatives

(Warm Leads)

Landlord

• How to get your landlord keen in River Modern or any projects?
• Existing fishes with long term relations
• Can send them valuation to show profit and see if its time to cash out
• Can share more on structuring if needed
• Intention: Get sale listing + Potential new launch purchase 

​

• Phone conversation: landlord shared that their current home don’t have enough space for the son and his family.
• Need a place for them to stay but don’t want to rent since they have a unit available. Might want to do major overhaul for rental unit.
• Suggests that might be sensitive if house is under their name and that the house despite major reno, maintenance fee and outlook might be high and old.
• Son is working in London and is earning good income, so might be able to buy BUC while staying at their place for the time being.
• Shared some of the centralized location BUC for them to consider, follow up with infopack or preliminary details.

Landlord

• If you don’t send them information, you won’t know if they are open to buy another unit or have family or friends that are keen.
• This landlord did come down to view River Green with me, but financially still not possible so throw back to update pool.
• She subsequently asked me for remaining units to send her friend.

New PRs/SCs

• Tenants are used to renting and would not mind waiting for new launches or even buy resale.
• Rental market soft: Good time to enter BUCs
• Own your own home where it is stable and safe
• Intention: To increase your pool of clients

• Majority of buyer profile that we will meet, how to angle them to agree to sell, rent and buy is crucial.
• Have to meetup with them prior to launches
• Find the initial motivation of why they approach you
• Start planting the idea of centralized living especially if they are from OCR.

Upgraders

Upgraders

• Motivations of HDB Upgraders:
• Schools
• Lifestyle Improvements
• Growing Income
• Cashing out on BTOs

​

• Intention for Upgraders:
• Sell their HDB, grow their asset with them

​

Upgraders

• Schools (River Valley Primary)
• Share with them that short term pain = long term gain. 🡪 Capital Appreciation, 6-10 years minimum of stay, newer developments more popular
• There will be parents like them looking to buy the place for school as well = safe exit
• Lifestyle Improvements (Facilities, River Valley, Great World)
• Use kids as example: my friend from birthday parties, till gatecrashing also use the same function room
• Kids are safer in a gated community
• Friends all in same school: example fourth avenue
• DINKs: easier to host your friends, facilities that they will use, better use of their wealth as they have no kids.

​

Upgraders

• Growing Income (CCR, Prestigious D9)
• Not just a lifestyle but also matching with current expectations.
• Prevent lifestyle inflations: spending your money at the right places
• Maximising your earning capacity before it slows down.
• Cashing out on BTOs
• Often the biggest financial jump they will see in their 30s, it essentially put you on a better stage than others.
• BTO is meant to kickstart the process and not cap you in
• Paper gain ⍯ Capital gain
• How much will HDB grow vs Condo grow: Quantum based.

Client that don’t love us

• You’ve met the client and roughly know his/ her finances.
• Due to whatever reasons (could be poor balloting luck, project not suitable etc), they didn’t proceed…
• Financially not ready
• To insert enticing keywords / FOMO effect
• Intention: To entice the client to view another showflat with you again

Warm Leads

• Know of someone within your family looking for a new launch? 
• Be the trusted advisor to guide them along their property journey
• Intention: To give unbiased reviews of the projects and let them know that you are standing by their side and support every decision that they make. No pressure to be given. 

The Art of Bringing Up River Modern Naturally

Sample Scenarios

• Friends/Families Dinner meetup
• 1st Scenario: They tell you market not good, going down right? 
• Response: market is softer but no signs of going down given the number of launches in this year
• Add in that prices was transacted in Orie TPY at 3,xxx psf and River Green / CCR is around 3,2xx - 3,4xx. 
• But you spotted one project you think might be very interesting
• Slide in River Modern compares RM land costs vs Bayshore, integrated lifestyle but yet pricing is going to be attractive�
• 2nd Scenario: No one talks about property but ask about your recent life
• Share that you’re considering to get a property for yourself
• Slide in River Modern attributes, right next to Great World MRT, lower land costs vs Newton land, amenities all around etc

Sample Scenarios

• Client coffee talk
• 1st Scenario: Client ask you what is suitable for me as investment
• Response: I know of this undervalued project that’s launching in February
• Share River Modern attributes
• Bring in other CCR projects and their transacted prices
• Emphasise investment potential and last plot in SG with Singapore River view!
• 2nd Scenario: Client ask for own stay
• Response: Ask about priorities - Location - Layout – Schools
• Location: CCR D9 River Valley, rare as new launches, newton is 1,8xx psf land price.
• Layout: Guocoland Layout is fantastic, refer to Midtown Modern as reference
• School: River Valley Primary School, not about the ranking but about the networking

​

Philene’s Proven 7 Week Client Engagement Framework

Week 1 Template (2 Versions)

Hi [Name],

This is Philene from ERA. Earlier we met at Great World Exit 1/ where I shared about the newest development beside Great World MRT! Thanks for hearing me out, as promised here’s a quick infodeck on *River Modern*! 

I’ll continue to update you as and when new information are released but can I also check if you’ve seen the launches in the neighbourhood?

Mainly River Green, Zyon Grand and Promenade Peak. These are very close comparison to River Modern!

Thanks,�[Name]�[Mobile]

Hi [Name],

This is Philene, the appointed sales representative by Guocoland. Thanks for your interest in *River Modern*!

Here’s the infodeck on this project! 

I’ll continue to update you as and when new information are released but can I also check if you’ve seen the launches in the neighbourhood?

Mainly River Green, Zyon Grand and Promenade Peak. These are very close comparison to River Modern!

Thanks,�[Name]�[Mobile]

Week 2 Template (Message)

Hi [Name],

While we’re waiting for more details on River Modern, I’ve put together a short-curated deck that I think you’ll find useful.��It highlights *4 key reasons* why this could be a strong project to consider in 2026, backed by our research on *land prices, resale comparisons and overall market trends*.�

Do have a look whenever you’re convenient, I’d be happy to walk you through the numbers and share my thoughts anytime.

Thanks,�[Name]�[Mobile]

Week 2 Template (UCS)

Hi [Name],

Join our *Ultimate Consumer Seminar* (Online) this coming Monday 19 Jan 8PM!

Learn:

✅ Why this land is *undervalued* 

✅ Exclusive price expectations

✅ Preliminary Project details

Reserve your spot: [Link].

Thanks,�[Name]�[Mobile]

Week 3 Template (2 Versions)

Hi [Name],

With River Modern previewing in the next couple of months, it will be good to explore the existing projects that will provide *essential comparable* to River Modern. 

We have Robertson Opus and Upperhouse that is within the vicinity and ready for viewing, shall we share more information on that? 

It will be good to see them before River Modern so you have a better understanding on *Developer’s Pricing Strategy* as well!

Shall we do it this Sat say 11am? 

Thanks,�[Name]�[Mobile]

Hi [Name],

Before River Modern launches, it’s actually very useful to look at a few *existing developments nearby* to understand how developers are pricing in this area.

We currently have a couple of other comparable projects other than what was mentioned earlier. There is Robertson Opus (Robertson Quay) and Upper House (Orchard).

Would you like to take a look so you can see how River Modern may be positioned relative to them?

​

How’s this Sat say 11am? 

Thanks,�[Name]�[Mobile]

Week 4 Template

Hi [Name],

*River Modern Bite-Sized Info*��Did you know that our land price in River Modern is only *$32 higher* at 1,420 psf compared to Bayshore at 1,388psf. 

Yet in terms of location, we are in the heart of River Valley; right next to Great World MRT.

With land prices rising, the recent Newton GLS has transacted at $1,820 psf ppr (Nov 2025).

That’s a *28.2% land cost difference*: a clear head-start into CCR before the next pricing wave catches up.

Our target preview dates will be in 20 February 2026, let us know if you’d like to be kept updated on floor plans and indicative pricing! 

Thanks,�[Name]�[Mobile]

Week 5 Template (2 Versions)

Hi [Name],

Can I also check if you have any need for assets structuring? If you currently owned a property, there might be a need to consider decoupling or sale to be in time to grab the *lowest priced units* in River Modern. 

We can do a quick call to help assess your situation and provide the best scenarios for you and your family. The call should be around 10-15 mins! 

Let me know if we can schedule a call in the morning tomorrow?

Thanks,�[Name]�[Mobile]

Hi [Name],

May I check if you have done any planning in terms of asset structuring? If you currently own a property, it may be timely to explore options such as decoupling or sale, especially if you are considering securing one of the more *attractively priced units* in River Modern.

I would be happy to go through your situation and share the possible scenarios with you over a short Zoom discussion. The session will take about 30 minutes.

May I check if you are available for a brief Zoom call tomorrow morning?

Thanks,�[Name]�[Mobile]

Week 6 Template

Hi [Name],

Good news!! The *floor plans and site plans* for River Modern are finally out 😊

It’s the best time now to take a closer look at which layouts and stacks make the most sense for you.

I’m scheduling a few zoom sessions to go through the plans in detail and share my recommendations. Let me know if you’re keen!

Alternatively, our preview viewing will be happening on *20 Feb to 3 March*. Opening hours are from 10am to 7pm, let me know which date works for you so I can help you arrange to be one of the first few to view the showflat!

​

Thanks,�[Name]�[Mobile]

Week 7 Template (2 Versions)

Hi [Name],

Attractive Indicative prices released! Prices starts from *1.5xm in River Valley*!! 

2 Bedroom from xxx�3 Bedroom from xxx�4 Bedroom from xxx

This is unheard of in *D9 - River Valley*! With the right attributes of Premium Views, MRT, School and Amenities, this is a not to be missed project! 

Viewing slots are still available now for booking so let me know what is your preferred date and we will be happy to show you around! 

Thanks,�[Name]�[Mobile]

Hi [Name],

*River Modern is launching this weekend!*

Have you confirmed on a date to view the showflat yet?

Our showflat operating hours is from *10am to 7pm*, with the last entry at 7pm. Do let us know if you require *later viewing time* and we will help you reserve a slot with the developer! 

Thanks,�[Name]�[Mobile]

INTENTION:

ALWAYS MAKE APPOINTMENT FIRST

• Highlight that showflat is currently under construction.
• Arrange appointment for Zoom/ F2F calculation. 
• Have you seen other showrooms prior? If not, can I show you A, B and C? Would you be available tmr or this weekend?

Sample Confirmation Text

• Once Viewing Appointment Confirmed; � “I am available on Saturday”
• Immediately confirm the viewing date/time and pax (Do not wait for booking appointment day)
• Send floor plans or e-brochure for client to refer 
• 2 Gentle Reminders:
• 1 day before the appointment
• In the morning (will you be driving)?
• Send Priority Pass by ERA also.

​

OUTCOME OF EFFECTIVE CLIENT ENGAGEMENT

The Outcome of Effective

Client Engagement

The Outcome of Effective

Client Engagement

1) Swing to existing launches

2) Close existing new launch

Or even swinging them to resale properties or handling their existing property portfolio!

3) Close

RIVER MODERN

THE END

GOOD LUCK & CLOSE MORE!!