VIP sales at condo launches under scrutiny after agents get first dibs

Regulatory authorities in Singapore have initiated discussions with property agencies regarding the practice of VIP sales and priority bookings at new private home launches. The Council for Estate Agencies (CEA) is in discussions with property agencies about the practice of VIP sales and priority bookings at new private home launches, The Straits Times has learnt.

The scrutiny follows reports that property agents, in particular, have participated in these early-stage sales in significant numbers. Data disclosed in December 2025 revealed that in certain instances, such as the Emerald of Katong project launched in November 2024, agents acquired 173 of 846 available units. Across the broader market, analysis of the period between September 2024 and October 2025 found that property agents purchased 635 units through priority queues, or about 4.2 per cent of all new private homes launched in that period.

Media additions

Market Impact and Perceptions

While the practice of priority booking is legal and often treated as a commercial decision at the discretion of developers, it has drawn criticism for potentially disadvantaging the general public. Industry observers suggest that when insiders and agents secure properties early, it creates a psychological "fear of missing out" (Fomo) for everyday buyers. When potential homeowners arrive at a launch and encounter display boards indicating a high volume of units already sold, the pressure to commit quickly or adjust budgets can intensify.

One anonymous agent noted that some developers maintain relatively flexible criteria for VIP lists, which can include relatives, business associates, or loyalty clients. The result, according to industry sources, is that regular buyers may only discover on the public booking day that their preferred units are no longer available.

Industry Responses and Safeguards

The CEA indicated that its engagements with agencies are intended to ensure that the industry maintains transparency and professionalism. Agency leaders have responded to the dialogue by highlighting existing internal protocols.

"Discussions centred on ensuring that regular buyers are not disadvantaged, and that property agents who wish to buy units “strictly adhere to disclosure protocols”."

Raymond Khoo, chief agency officer at OrangeTee, via The Straits Times

At OrangeTee, agents are required to provide written disclosure if they purchase a unit in a project they are currently marketing. Meanwhile, Mark Yip, chief executive of Huttons Asia, added that his agency’s engagement with CEA “covered existing practices and served as an opportunity to exchange views on maintaining transparency, professionalism and public confidence in the property market”.

Not all firms were involved in the current round of talks. Leadership at PropNex and ERA Singapore stated that they were not engaged by the regulator on this specific issue. PropNex chief agency officer Eddie Lim stated that priority access is a market-wide practice and depends entirely on the developer’s discretion, adding that developers generally ensure that a good selection of units, including lower-priced ones, remain available for the public launch.

What to Watch Next

As the conversation between the CEA and property agencies continues, market participants are advised to exercise caution during launch events. Experts suggest that buyers should:

• Determine a maximum budget before visiting showflats to avoid being swayed by launch-day momentum.
• Inquire specifically about how many units were allocated during internal previews to gauge the true level of availability.
• Look beyond "sold out" indicators, as the number of units moved during priority phases may not always reflect public demand.

While the current regulatory framework does not prohibit agents from purchasing units in the projects they market—provided they follow disclosure requirements—the ongoing scrutiny suggests that developers may face increased pressure to justify their priority allocation strategies in future projects.