ERA rolls out service targeted at 'Crazy Rich Asians'
The property agency has upped its game with the regional roll out of Plush, a new service that targets high-net-worth (HNW) investors.
As one of Asia Pacific’s biggest international real estate agent networks with more than 17,818 agents, ERA Realty Network has upped its game with the regional roll out of Plush, a new service that targets high-net-worth (HNW) investors.
First launched in Singapore in January, the service aims to help the company’s agents become more adept at catering to the growing demands of HNW individuals.
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Over 100 agents within the city-state were selected for the first phase of the rollout.
“This rollout will enable the entire ERA’s agent network operating within the niche market segment to network and explore co-broking opportunities across the region,” the company said in a press release.
“The respective teams in each country will undertake thorough market research studies to learn more about the demographics of their HNW individuals, their needs, wants and demands. Eventually, they will be able to build an exclusive information repository and offer a bespoke one-stop service for distinguished clientele.”
Moreover, additional trainings will be offered to its agents to help them grow their portfolio of advisory services to include trust and will creation, asset management and enhancement as well as estate and succession planning.
The initiative was announced on Thursday (21 Feb) at the ERA 2019 Asia Pacific Business Conference, which was attended by over 2,000 real estate agents from 10 countries.
The event saw Minister of Trade and Industry Chan Chun Sing helm a dialogue and present awards to the region’s top agents.
During the conference, the company also shared details of its regional expansion plans for the year.
ERA acquired the ERA master franchisor for Indonesia earlier in the month, while taking direct ownership of Thailand ERA master franchise.
“These efforts will allow ERA to become more strategically involved in matters concerning business development in these countries. Such operational structure would engender cross-selling benefits, as agents in different countries can work together to market and sell overseas properties to their own customers,” it said.
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Romesh Navaratnarajah, Senior Editor at PropertyGuru, edited this story. To contact him about this or other stories, email romesh@propertyguru.com.sg
