Marketing residential, commercial, industrial & special properties

Study notes

Each property type markets differently — the buyers, channels and due diligence differ across residential, commercial, industrial and special properties, and the exam tests those differences.

What you must know

• Residential marketing targets owner-occupiers and investors through portals, viewings and financing clarity; HDB, EC and private segments have different eligibility back-stories.
• Office and retail marketing sells yield, footfall and catchment; commercial buyers think in rental returns and lease profiles.
• Industrial property (B1/B2 zoning) markets to occupiers and investors, with statutory user restrictions and JTC land conditions where applicable.
• Special properties — hotels, land parcels, foreign properties — need bespoke campaigns and heavier disclosure.
• Marketing foreign properties in Singapore triggers CEA rules and disclosure of the risks: foreign legal systems, currency, and the fact that CEA does not regulate the foreign transaction.
• Home-office and other ancillary-use schemes have caps — marketing a unit for a use it cannot lawfully serve is a misleading-ad problem.