In an effort to enhance its competitiveness, the real estate agency and proptech company OrangeTee & Tie has rebranded and undergone a major transformation to improve service quality and support its real estate agents.
Chief Executive Officer (CEO) Mr. Justin Quek aims for a transformative mission beyond aesthetics, empowering clients and agents through technology, transparency, and higher service standards.
Founded in 2000, the company now displays a new OrangeTee logo at its headquarters at 430 Lorong 6 Toa Payoh, symbolizing its bold vision for the future.
This rebranding, announced in March 2024, is not merely a visual upgrade but a complete evolution of the agency's mission, led by Mr. Quek.
The agency has redefined its real estate agents as "trusted advisors" rather than mere transaction facilitators, highlighting OrangeTee’s commitment to enhancing the customer experience, building trust, and fostering long-term relationships based on knowledge and integrity.
According to Mr. Quek, OrangeTee’s new slogan, "Find Your Place," reflects the company’s commitment to helping clients find their ideal property while also providing solid support for agents to build their careers, including training, technology tools, and market research reports.
“OrangeTee is the first and only agency in the industry to offer 100 percent commission from new launches, effective immediately for the next nine months,” said the CEO, noting that this reflects the agency’s dedication to empowering agents and providing financial support.
Aligned with its innovative direction, OrangeTee launched a new research hub at its annual convention, providing detailed insights into various market sectors, including HDB, private residential, commercial, and industrial properties, presented through interactive infographics and themed reports.
To enhance digital engagement, OrangeTee is developing AMOS (AI-Enabled Mobile Operating System), an advanced CRM system designed to streamline workflows and communication between agents and clients, boosting productivity and service quality.
The agency has also established several strategic partnerships in 2024 to equip its advisors with resources and access to innovative spaces.
Collaborations with firms such as Motorist, JustCo, iQuadrant, Crestbrick, and Century 21 offer value-added services like alternative financing options and flexible workspaces to meet the growing needs of clients. These partnerships also expand OrangeTee’s property listings internationally, including in Japan, the UK, and Australia, offering clients a wider range of options.
OrangeTee also sponsored The Home Expo 2024, further establishing its position as a thought leader in real estate. The event attracted over 12,000 visitors and featured talks by industry experts, aimed at strengthening relationships between agents and prospective homebuyers. During the expo, OrangeTee announced its partnership with the Singapore Children’s Society to support vulnerable children through the "Safe Havens, Bright Horizons" campaign.
OrangeTee's vision for the future is to shift the real estate paradigm from transactional to holistic, emphasizing customer-centric solutions. Through this rebranding, the agency is poised to lead the industry by creating lasting value for clients, fostering a supportive environment for agents, and contributing positively to society.
One of its agents, Mr. Azan Arifin, 51, Associate Branch Deputy Director, said:
“OrangeTee has been an incredible partner in my journey as a real estate agent, especially in my efforts to connect with and support the Malay/Muslim community in Singapore. A key aspect that sets OrangeTee apart from other agencies is its openness and encouragement for programs tailored to the needs of specific communities. This support has allowed my team and me not only to grow our business but also to deliver meaningful and impactful services to our community.”
Mr. Quek, who is proud of his agents’ achievements, added:
“Our agents are involved in various community events, both individually and as groups, which makes me proud, as their involvement reflects the principles and values we instill in our lives. Success goes beyond financial aspects, and we must always look forward!” added Mr. Quek.