With a renewed focus on innovation and social
responsibility, OrangeTee is positioning itself as a force for good in the real
estate industry. The agency is on a mission to empower clients and agents
alike, helping consumers "find their place" through technology,
transparency, and redefined roles for real estate agents. The phased rebranding
began with a launch aimed at engaging agents during its annual business
convention in April, followed by a high-profile consumer showcase at The Home
Expo in September; culminating in a grand celebration at its annual gala in
October 2024, which brought together internal stakeholders to mark this
milestone in the company’s historical journey.
Traditionally
seen as mere facilitators of transactions, OrangeTee agents are now positioned
as “trusted advisers” who offer a holistic approach to clients. This shift
highlighted the company’s dedication to elevating the customer experience,
providing expert insights beyond property listings and transaction services,
and fostering lasting relationships built on expert knowledge, trust, and
integrity.
Said Mr Quek,
“Our brand refresh represents more than just a visual change, it’s a reflection
of our core mission to make real estate simpler, more accessible, and more
empowering for all. This new brand identity underscores our unwavering
commitment to helping everyone confidently find their place in their real
estate journey. To double down on this, OrangeTee is the first and only agency
in the industry to remunerate our advisers 100 per cent of the commission from
new launches with effect immediately for the next nine months.”
ELEVATING REAL ESTATE INSIGHTS AND AI TECHNOLOGY
Also in 2024,
OrangeTee unveiled its new research hub during its annual business convention
in April 2024. Offering comprehensive real estate insights through an intuitive
interface with interactive infographics, animations, and themed reports. It is
also updated regularly with market trends across market sectors like HDB,
private residential, commercial, and industrial, to keep consumers
well-informed.
Complementing
the Research Hub is the Market Analytics Suite (MAS), offering over 100
dashboards with advanced filtering options for targeted searches. With it being
accessible to both advisers and consumers, the MAS breaks down complex data
into user-friendly visuals, enhancing accessibility through tablet and mobile
compatibility.
Leveraging the
advancement of artificial intelligence (AI), the company is enhancing its
technological integration with the development of AMOS (AI-enabled Mobile
Operating System), a next-generation CRM system that not only engages consumers
but also empowers its advisers. Once fully implemented, AMOS will optimise its
communication channels with advisers and consumers across all digital
touchpoints, streamlining workflows from initial contact to appointment
scheduling—boosting the efficiency and effectiveness of its services.
FORGING PARTNERSHIPS TO SUPPORT THE TEAM
To support
OrangeTee advisers in their diverse real estate ventures, several strategic
partnerships have already been forged in 2024. These collaborations are
designed to equip advisers with cutting-edge tools, solutions, and innovative
spaces–ranging from modern commercial offices to co-working
environments–enabling them to better serve their clients.
Partnerships
with companies like Motorist and JustCo have introduced new value-added
services for OrangeTee advisers. These alliances enable advisers to offer
property clients alternative car-financing options through Motorist to navigate
the total debt servicing ratio, while JustCo provides access to flexible
co-working spaces, in anticipation of the growing trend of companies opting for
modern work environments over traditional offices.
In 2024,
OrangeTee also broadened its partnerships by collaborating with iQuadrant (IQ),
Crestbrick, and Century 21, enhancing the company’s overseas property listings
and overall service offerings. By leveraging IQ’s expertise in overseas
property investments and education, OrangeTee can tap into a wider array of
properties in London, United Kingdom, while its agents benefit from IQ’s proven
property investment strategies.
This builds on
their existing partnership with Tokyu Livable, Inc., one of Japan’s largest
real estate services firms, which serves as a key equity partner and grants
OrangeTee clients access to the Japanese real estate market. In addition,
through its sister company, OrangeTee International, the agency is actively
marketing overseas properties in Australia, Dubai, Malaysia, New Zealand, and
the United Kingdom.
In return,
OrangeTee is extending its tech capabilities by offering a lite version of its
AgentApp to its partners. By sharing technology, both parties would benefit,
with partners gaining access to advanced tools that enhance efficiency, while
OrangeTee expands its local agent network and strengthens industry
collaboration.
OrangeTee also
offers a comprehensive agent-training roadmap to upskill its advisers across
various property sectors. Through workshops, courses, and tech-driven learning,
advisers can now stay ahead of market trends and regulations, ensuring they
provide top-tier service and expertise for their clients.
Added Mr Quek,
“We believe that forging strong partnerships is the key to delivering
innovative, holistic solutions to our clients. Through collaborations with
industry leaders across various sectors, we can empower our advisers and
provide greater value to their clients.”
INSIGHTS GAINED AS PRESENTING SPONSOR OF THE HOME EXPO
2024
The culmination
of these efforts led to OrangeTee’s role as the presenting sponsor of The Home
Expo 2024. The three-day event at Suntec Convention Centre in September saw
over 12,000 attendees, 16 expert speakers, and more than $1.3 million invested
in advertising, aiming to position OrangeTee as a thought leader in the real
estate industry. The event also offered industry professionals a differentiated
platform to engage with their clients and build leads with potential home
seekers.
During the home
expo, OrangeTee also announced its support for the "Safe Havens, Bright
Horizons" campaign by the Children’s Society of Singapore (CSS) to raise
$100,000 for the revitalisation of Sunbeam Place, a residential home and a
gazetted place of safety for the vulnerable children in Singapore under
CSS, in collaboration with a local art
gallery, LivingwithArt.
Mr Quek also
shared his thoughts on these partnerships established by the company, stating,
“These initiatives allow us to push beyond the boundaries of traditional real
estate services and foster more meaningful, impactful experiences for all
members of society.”
Looking forward,
OrangeTee envisions a future where real estate transcends mere transactions,
instead focusing on holistic, integrated solutions that cater to modern
homebuyers' evolving needs.
As OrangeTee
continues to evolve as a force for good, the company is poised to shape the
future of real estate, placing greater emphasis on customer-centric solutions
and creating lasting value for clients and its advisers.
Please find
High-Resolution images:
https://drive.google.com/drive/folders/1khJ2T3HzHVuODBNA_HeNskVqsiidAQ29