Guide · Checklist
What to put on a property agent website: a Singapore checklist
The short answer
A good property agent website answers three questions fast: who are you, can you help me, and how do I reach you? Put these on it:
- Your photo and who you help
- A WhatsApp button at the top
- A short bio in your own words
- Your areas and property types
- Listings the owner has agreed to
- Past deals, labelled honestly
- Real client words, with permission
- WhatsApp first, a short form second
- Your CEA and agency details
- A short privacy note
I build websites for Singapore property agents. Most checklists online are written for agents in other countries. They miss the things that matter here: WhatsApp, CEA details and the PDPA. This one goes section by section, top to bottom, in the order a visitor sees it.
Each section tells you what to put in, why it matters and what to avoid. The screenshots come from my sample agent site. The agent, Rachel Tan, is made up.
1Top of the page: photo, who you help, areas, WhatsApp
Many people will open your site on a phone, often from a link in WhatsApp or Facebook. The first screen has to tell them they are in the right place.
- Who you help, in one line. "I help families in Tampines sell their HDB flat." Not "Your trusted real estate partner."
- Your areas and home types. One short line, like "HDB and condo. East and North-East Singapore."
- A WhatsApp button. Big, green and easy to tap with a thumb.
- Your face. A clear, recent photo, at the top or one scroll down.
- Your name. The one clients know you by, as long as it matches what you registered with CEA (more in section 8).
- The headline says who she helps.
- The WhatsApp button comes first. Calling is second.
- One line names her home types and areas.
- A WhatsApp button stays on screen as people scroll.
Why it matters
People don't like to hunt. If the first screen shows who you help and how to reach you, they know what to do next. One tap starts a chat.
What to avoid
- A slideshow or video that hides the button.
- Vague lines like "Your dream home awaits."
- Putting the contact details at the very bottom only.
2About you: a plain-English bio
Your bio is where a stranger starts to trust you. Keep it short. Write it the way you talk on the phone. Three short paragraphs is plenty.
Fill in the blanks below. Then read it out loud. If it doesn't sound like you, change the words until it does.
Bio template · fill in the blanks
Hi, I'm [first name]. I help [who: families, first-time buyers, landlords, upgraders] [sell / buy / rent] [HDB flats / condos / landed homes] in [estates or areas].
I know [area] well because [a true reason: you live there, grew up there, work there most]. My clients often tell me [something real clients have said about how you work].
Outside work, you'll find me [one human detail]. WhatsApp me any time. I'll reply [when you really reply, e.g. within the day].
- A clear photo of your face.
- Your name, said simply.
- A short bio in your own words.
- Short labels for who and where you serve.
Why it matters
Clients pick a person, not a logo. A real voice and a real face help them feel they know you before the first call.
What to avoid
- Long lists of buzzwords.
- Titles or awards you can't back up.
- An old or heavily edited photo. Clients will meet you in person.
3Service areas and property types
Tell people where you work and what kind of homes you handle. Be specific. A buyer in Punggol wants to know you know Punggol.
- Name real places. Towns, estates or MRT lines. "Tampines, Pasir Ris and Punggol" beats "the East".
- Name the home types. HDB resale, condo, landed, rental, or commercial. Say which ones you take on.
- Name the jobs. Selling, buying, renting out, or finding a tenant. Give each one a few lines on what you do for them.
Why it matters
Clear areas help the right people say "that's me" and reach out. They can also help people who search for an agent in your area find you.
What to avoid
- "Islandwide, all property types." It tells people nothing.
- Lots of thin area pages that say the same thing.
- Calling yourself the top agent in an area unless you can prove it.
4Listings: with the owner's okay
Listings show you are active. But a listing on your website is an ad, and CEA's rules apply to it. CEA's advertising guidelines for agents say you must get the owner's consent before you advertise their property. CEA's ethical advertising guidelines say that consent can be in writing, by SMS or another way you can check later.
- The owner has said yes, and you saved that message.
- The price and terms match what the owner told you.
- The photos are of the real home.
- Each listing comes down once the home is sold or rented, or your agreement ends.
My CEA advertising guide covers these rules in more detail, with links to CEA's own documents.
Why it matters
CEA has taken action against agents who advertised homes without the owner's consent. Its list of disciplinary cases includes a case on exactly this.
What to avoid
- Copying listings or photos from other sites.
- Leaving sold homes up as if they are still for sale.
- A listings page you can't keep up to date. Skip it until you can.
5Recent transactions: real, labelled honestly
A short "recently sold" or "recently rented" board shows you get results. It only works if every row is true.
- Real deals only. Each one is a deal you closed.
- Clear labels. Say "Sold" or "Rented". Don't let a past deal look like a home that's still available.
- Client consent. Ask the client before you show their home. Keep it general, like "4-room HDB, Tampines", not the unit number.
- Agency check. Ask your agency if you can show past deals, and how.
- Because these deals are made up, the board says "Sample data".
- Every row is marked too. On your site, each row would be a real deal you closed.
Why it matters
Clients can look you up. CEA's Public Register shows an agent's recent transactions. If your site and the register tell different stories, trust is gone.
What to avoid
- Showing your team's or agency's deals as your own.
- "Sold above asking" or "sold in 3 weeks" unless you have the record.
- Sharing a client's sale price without their okay.
6Client words: real, and with permission
A few lines from happy clients can do more than anything you say about yourself. Three or four is enough.
- Use their real words. Fix a typo if they agree, but don't rewrite what they said.
- Ask first. Get the client's okay to post it, and ask how they want to be named. "Seller, 4-room HDB, Tampines" is fine if they prefer to stay private.
- Say if there was a deal. If a client got a discount, a gift or any reward for the review, say so next to it.
- Keep a copy. Save the message where they said it.
Why it matters
Reviews only help if people believe them. One honest line beats ten that sound too perfect. And if anyone asks, you can show where each one came from.
What to avoid
- Making up reviews, even "just to start".
- Writing reviews for clients and asking them to sign off.
- Hiding that a review came with a discount or a reward.
New to this and no reviews yet? Leave the section out. Add it after your first happy client. A shorter site is better than a fake one.
7Contact: WhatsApp first, form as backup
A WhatsApp chat takes one tap. A form takes typing. So make WhatsApp the main button everywhere, and keep a short form for people who prefer it.
- A WhatsApp button with a ready message. Like "Hi, I'd like to know what my flat is worth." The client just taps send. My WhatsApp button guide shows how to set this up.
- The right number. Use the number you registered with CEA, on every button.
- A call button too. Some people still like to call.
- A short form. Name, mobile number and what they need. That's enough. Never ask for an NRIC number.
- Spam protection. A hidden trap field and a short time check stop most bots. No puzzles for real people.
- WhatsApp is the first and biggest button.
- A short form sits beside it as a backup.
- The note under the form. This sample wording needs a rewrite: it mixes consent into one line and says details are "never shared", even though a form service handles them. See section 9 for better wording.
- The footer holds the CEA and agency details. Here they are placeholders, because the agent is made up. Add your registered phone number here too (see section 8).
Why it matters
Every extra step loses people. A chat that opens with one tap is the easiest way to say hello. The form catches the rest.
What to avoid
- A long form with ten questions.
- A different number on the button and in your footer.
- Adding people to your marketing list without asking. See my PDPA forms guide.
9A short privacy note
If your site has a form, you are collecting personal data. Singapore's Personal Data Protection Act (PDPA) applies. The Personal Data Protection Commission (PDPC) lists telling people why you collect their data, and getting their consent, as separate duties. Its guide to notification explains how to tell people.
- One line under the form. Say what you'll use the details for. For example: "I'll use your details to reply to this enquiry."
- A separate tick box for marketing. Leave it unticked. Replying to an enquiry and sending new launches are two different things.
- A short privacy page. What you collect, why, how long you keep it, and how to ask you to delete it. See my privacy page for a plain-English example.
- Know where the form sends data. Check which service stores your enquiries, and who can log in.
Why it matters
Clients trust you with their name, number and sometimes their address. A clear note shows you take that seriously.
What to avoid
- Pasting a long legal policy you haven't read.
- "We never share your data" if a form service handles it.
- Keeping enquiries forever "just in case".
My PDPA forms guide goes through each step, with sample wording.
10What clients see when they Google your name
Clients may look you up before they reply. Try it now. Search your full name, then your name plus "property agent". You will usually see a mix of:
- Your profiles on property portals. Listings and a short profile.
- Your agency's page about you. Often just your photo and number.
- Your social media. Facebook, Instagram, TikTok or LinkedIn.
- The CEA Public Register. Your registration and recent deals.
- Your own website, if you have one. The one place where you choose every word.
CEA also tells the public to check an agent on the register, and to search by phone number to guard against scams. So your name, photo and number should match everywhere.
Why it matters
When every result tells the same story, people feel safe. Your own site is where they can read the whole story in your words.
What to avoid
- Different photos, names or numbers on each profile.
- Old profiles you no longer use. Update them or close them.
- Expecting a new site to show up first right away. That takes time.
11Check it on your phone
Before you share the link, open your site on your own phone. Then ask a friend to do the same on theirs. Go through this list.
- You can read every line without zooming in.
- The page doesn't slide sideways when you scroll.
- The WhatsApp button shows on the first screen.
- Tapping it opens a chat with your number and the ready message.
- The call button rings the right number.
- Buttons are big enough to tap with a thumb.
- Photos load quickly, even on mobile data.
- The site works when you open the link inside WhatsApp, Facebook and Instagram.
- The footer shows your CEA and agency details.
- The form sends, and you get the enquiry. Send yourself a test.
Why it matters
Many clients will see your site on a phone first. Get it right there, then check the laptop view too.
What to avoid
- Checking on a laptop only.
- Pop-ups that cover the screen.
- Tiny text in the footer that no one can read.
12The printable checklist
Here's everything on one list. Print this page and this list starts on its own sheet, or take a screenshot and tick it off as you go.
Top of the page
- One line on who I help
- My areas and home types
- WhatsApp button on the first screen
- A clear, recent photo of me
About me
- Short bio in my own words
- Only claims I can prove
Areas and services
- Named towns or estates
- Home types and jobs I take on
Listings and past deals
- Owner's consent saved for every listing
- Prices and terms match what owners told me
- Sold or rented homes taken down or clearly labelled
- Past deals are mine, real, and okayed by the client and my agency
Client words
- Real words, with written permission
- Any discount or reward is stated next to the review
Contact
- WhatsApp button with a ready message
- Same CEA-registered number on every button
- Short form as backup, no NRIC
- Spam protection on the form
CEA details (every page)
- Registered name and phone number
- CEA registration number, labelled
- Agency name and licence number, labelled
Privacy
- One line under the form on why I collect details
- Separate, unticked marketing box
- Short privacy page
Final checks
- My name, photo and number match on every profile
- Tested on my phone and a friend's phone
- Test enquiry received
- Agency has seen the site, if they need to
Common questions
How many pages does a property agent website need?
One good page is enough to start. Put the sections above on it, top to bottom. You can add listing pages or guides later, when you have something to put on them.
Do I need a blog?
No. A blog only helps if you keep writing. Start with a clear one-page site. If you enjoy writing, add short guides for your area later.
Can I use photos from property portals?
Use photos you took, or ones you have permission to use. Don't copy photos from other sites. And get the owner's okay before you show their home at all.
What if I don't have reviews or deals to show yet?
Leave those sections out. Lead with who you help, your areas and a strong bio. Add proof as you earn it.
Does this checklist make my site follow the rules?
No checklist can promise that. It points you to the main things to check. Read CEA's documents and check with your agency before you go live.