Singapore Regulator Questions Priority Sales at New Condo Launches

Regulator Opens Industry Talks

The Council for Estate Agencies has initiated conversations with Singapore's property agencies about priority booking arrangements at new condominium launches, a practice that allows agents and selected buyers to secure units before public sales begin.

Two of the city-state's four largest property agencies confirmed they participated in the discussions. The Council framed the talks around ensuring regular buyers maintain fair access and that agents purchasing units comply with disclosure requirements, according to Raymond Khoo, chief agency officer at OrangeTee.

Mark Yip, CEO of Huttons Asia, described the engagement as covering current practices and providing a platform to discuss transparency and professionalism. His firm plans to review internal policies in response to regulatory developments and industry expectations.

The Council clarified that priority access remains a commercial decision by developers and does not currently violate regulations. The practice can extend beyond property agents to include other buyer categories selected by developers.

Scale of Early-Stage Purchases

Between September 2024 and October 2025, property agents purchased 635 units through priority queues, representing approximately 4.2 percent of all new private homes launched during that period, according to data previously compiled. At specific projects such as Emerald of Katong, agents secured up to 20 percent of available units before public booking opened.

These figures exclude other forms of early access granted to VIP buyers, meaning the total share of units sold before public launch days likely runs higher.

The issue drew public attention after a December 2025 forum letter raised concerns about potential conflicts of interest when agents buy units during priority phases of projects they market.

How Priority Systems Operate

VIP arrangements typically allow developers to offer early access to relatives, business associates, or other selected groups before the main booking day. On official launch days, sales boards display which units sold during earlier phases alongside remaining inventory.

Eddie Lim, chief agency officer at PropNex, said developers generally reserve a substantial selection of units, including lower-priced options, for public launch phases. Priority access for salespersons depends entirely on developer discretion and represents standard market practice.

One agent familiar with launch procedures, speaking anonymously, noted that some developers maintain extensive VIP lists. Regular buyers only discover on booking day that desired units have already been claimed, creating an information disadvantage.

Another agent suggested the arrangements can amplify urgency among ordinary buyers. When purchase boards show significant early sales volume, buyers feel pressure to act quickly, potentially driving momentum that benefits developers through reduced holding costs and faster capital recovery.

Agency Safeguards and Launch Protocols

OrangeTee has implemented written disclosure requirements for agents purchasing units in projects they market. The firm also noted that modern launch systems use centralized digital balloting and queuing mechanisms designed to prevent manual manipulation or unauthorized unit blocking.

For Lentor Gardens Residences, only buyers purchasing multiple units with proven first-tier family relationships qualify for priority arrangements. At Dunearn House, priority access extends to multiple-unit purchasers and clients with previous purchase history from the developer.

Frasers Property, a joint developer for Dunearn House, said priority booking may form part of pre-launch planning depending on the project. The arrangements aim to support orderly sales processes while maintaining meaningful unit selection during public booking phases.

PropNex and ERA Singapore, two other major agencies, said the Council did not engage them on the matter.

Market Implications

The regulatory discussions arrive as Singapore's private residential market navigates price pressures and shifting buyer demographics. Developers face incentives to accelerate sales velocity and reduce marketing expenses, while buyers increasingly scrutinize access and transparency in competitive launch environments.

The Council's engagement signals regulatory attention to market practices that, while legal, raise questions about equity in access. How developers and agencies adjust their priority protocols in response to the discussions will shape launch dynamics across Singapore's closely watched property sector.