15 July 2024
Under the Radar: Making OrangeTee more productive to capture younger homebuyers - its CEO on how the agent-centric business is revamping internally to pursue future growth
Transforming the real estate agency business to better relate to customers and tap demand from younger homebuyers. That’s what we’re going to talk about today.
Launched in February 2000, our guest OrangeTee aspires to be a reputable, dynamic and fast growing real estate enterprise in Singapore.
The firm prides itself on building trust and long-term relationships and its ability to embrace the old and new to thrive in the realty space.
More notably, the associate agencies of OrangeTee and Edmund Tie & Company had in 2017 merged to form OrangeTee and Tie, a move that puts the workforce of the combined entity of over 4,050 property agents.
Now, OrangeTee is an interesting company to look at because of a number of things. First of all, the company had a leadership reshuffle at the start of this year, where it appointed a new CEO, Justin Quek, who thereafter headed a brand refresh at the company in a bid to underline the firm’s commitment to simplify the real estate experience.
More importantly, the firm also appears to be on the charm offensive to tap a growing group of younger homebuyers and increase productivity.
One way it is doing so, is by engaging younger property agents and enabling agents to increase the transaction size of their deals. It is also in the midst of an internal revamp to make the once “agent-centric” business a more “consumer-centric” one, with a consumer-focused “Property Festival” in store for Q3.
But how much money can the firm unlock by tapping the younger demographic and what challenges does the company face given the amount of cooperation needed from its thousands of agents to transform the way the firm sells houses?
On Under the Radar, The Evening Runway’s finance presenter Chua Tian Tian posed these questions to Justin Quek, Chief Executive Officer, OrangeTee.

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Listen To His Previous Podcasts:

11 June 2024
Industry Insights: Can technology replace real estate agents?
In today’s competitive landscape, having insights and real-time intelligence is crucial to navigate the market and meet growing demands. Enabled by technology, property platforms gather data and convert it into data-driven insights for their potential customers. With prospective buyers more empowered today with an abundance of data and insights, where does this leave real estate agents, and how do property companies stand out and differentiate themselves from the competition? On Industry Insight, Justin Quek, CEO of real estate agency OrangeTee contributes enriching insights and elaborates on the true value proposition of real estate agents in the current market.

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4 January 2024
Mind Your Business: Singapore's 2024 property outlook
The new CEO of OrangeTee & Tie, Justin Quek, sheds light on Singapore's property outlook for 2024, covering market highlights, interest rate cuts, developer strategies, transformation in the west side, like the Jurong Lake District, as well as Chinatown and buyer sentiments and preferences.

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