Latest news with #PasirRis
Yahoo
5 days ago
- Yahoo
Top 11 places at Pasir Ris Central Hawker Centre to Ris-surrect your appetite
Pasir Ris — akin to the ends of the earth if you live in the West. But don't turn up your nose and say it's ulu before you've had a meal here. At Pasir Ris Central Hawker Centre, you can get your fill of nostalgic local fare throughout the day. And if that's not enough for you, there's the Fareground — the second floor where younger hawker stalls reside. Still not convinced? Then come with me as I compile a list of the top stalls that are worth travelling across the country for! It's no wonder Wild Olives appears in almost every Pasir Ris Central Hawker Centre review. With their modern twist on classic Western stall recipes, who could resist? Even with 1.5-hour queues, customers still come back for this hawker fare. You can get their Spaghetti Marinara (S$3.50) for a small bite or indulge in a Chilled NZ Sirloin Steak for only (S$13.90). No matter the occasion, there's something for you! Juicy, tender meat smothered in tangy glaze is the highlight of the Grilled Pork Chop (S$7.20). Their special Apple Cider Whole Grained Mustard Sauce cuts through the pork's richness with refreshing acidity. You can get two sides of your choice with menu items under the Western Food section. Paired with the fragrant Signature Mushroom Rice and crispy Grilled Herb Potatoes, the dish is elevated to a satisfying meal. +65 9684 0689 Wed to Mon: 12pm – 3pm & 5pm – 9pm Closed on Tue Soupy goodness never fails to perk me up on a rainy day. With the sudden downpours occurring across Singapore in the past weeks, Ah Yi Lao Huo Tang has become my go-to for a warm meal. The Buddha Jumps Over The Wall (S$7.50) lures you in with notes of sweet abalone and smoky shiitake mushrooms. One pot is filled to the brim with sliced abalone, chicken, shiitake mushrooms, wolfberries and fish maw. For S$5, the Lotus Root Peanut Pork Ribs Soup brings 5 thick slices of lotus root, 3 chunky pork ribs and soft peanuts to the table. With an add-on of White Rice (S$0.50) or Pumpkin Rice (S$0.80), this is a comforting meal that can't be missed. Wed to Mon: 11.30am – 8.30pm Closed on Tue Paofan, or 'submerged rice', is a popular dish in Teochew cuisine, featuring steamed rice immersed in a broth made from simmered pork, fish bones, and prawn. Liang Liang PaoFan and Ramen serves up this golden soup 6 days a week in Pasir Ris Central Hawker Centre's Fareground. Their Batang Sliced Fish Collagen Broth (S$10.50) is a fan favourite for the sweet, fresh fish in thick collagen broth. You can also find braised rice at Liang Liang Collagen PaoFan and Ramen. The Signature Braised Pork Rice Combo (S$9.30) is topped with juicy pork belly, stir-fried peanuts, soft tau kua and a whole braised egg. Choose to have it with ramen instead of rice, and you get thick braising liquid coating chewy noodles that mesh well with the crunchy peanuts. +65 9690 5638 Tue to Sun: 11am – 2pm & 5pm – 8pm Closed on Mon Facebook | Instagram Order delivery: Deliveroo Peranakan cuisine never fails to scratch my itch for curry dishes. With the sound of a chicken's crow, 'pok pok kay', in the stall name, you can expect tantalising chicken-based dishes here. Spicy, hearty and sedap, the Ayam Curry Kapitan Set (S$8.20) does it all. The butterfly pea rice is speckled with bright blue rice granules, creating an inviting gradient. After all, we eat with both our eyes and our mouths. This set comes with Nyonya Chap Chye, Sambal Egg and Boneless Chicken Leg. Mixed, the boiled egg coats the chicken and rice in a creamy layer that's punctuated by savoury sambal spice. With this line-up, you'll never get tired of each bite! Tue to Sat: 11.30am – 2.30pm & 5pm – 8pm Closed on Sun & Mon | Instagram In Pasir Ris Central Hawker Centre's Fareground, a mix of local flavours and foreign delights takes place. If you're not in the mood for traditional Singaporean noodles, pop by Chi Sen Ramen for a light yet umami-rich broth made from clams and chicken. You can taste the fresh sweetness of seafood in every bite of the Clam Prawn Ramen (S$8.90). Don't even think about those stalls that dump suspiciously Maggi Mee-shaped noodles into a bowl, because it won't happen here. Supple ramen noodles soak up the rich broth enhanced by the prawns' orange hues. With meaty clams, a jammy ajitama egg, seaweed and black fungus, this bowl is top-notch restaurant quality in a hawker setting. #02-21 Fri to Wed: 11am – 9pm Closed on Thu Website Order delivery: foodpanda Between savoury meals, nothing beats a dose of dessert. Divine Bites brings sweet and fluffy baked goods to Pasir Ris Central Hawker Centre to balance out your hearty mukbang. You're in for a surprise if you thought these were your regular treats because the Signature Longan Walnut Muffin (S$1.90) is anything but. Divine Bites mixes the traditional Chinese flavours of longan and walnut into moist muffin batter for a twist. Each bite is interspaced by a sweet pop of dried longan flesh, followed by the brittle crunch of walnut. If muffins aren't your thing, the creamy, melt-in-your-mouth consistency of the Basque Burnt Cheesecake (S$6.70) will get you hooked. It's not every day you see café-style desserts in a hawker bakery, so go give it a try! +65 8152 2880 Daily: 11am – 9pm Instagram Order Delivery: foodpanda J & J Special Beef Noodle: 74-year-old uncle serving braised beef noodles & wagyu beef rice for past 16 years Simful Nasi Lemak reminds us that behind every sinful bite is 幸福 (xing fu) — bliss. Boasting plates loaded with goodies, you know they're ready to give you the most indulgent nasi lemak you'll have. The most popular Simful Set (A) (S$6.50) comes with a whole heap of ingredients. Otah, a fried sunny-side-up egg, chicken wings, stir-fried French beans, ikan bilis and cucumber join the party on your palate. The word 'hunger' isn't in Simful Nasi Lemak's dictionary, so once you step into Pasir Ris Central Hawker Centre, you know you'll leave full! +65 8444 8878 Wed to Mon: 11am – 8pm Closed on Tue Facebook | Instagram | Website Order Delivery: foodpanda There are many prized cuts of meat in the food industry. Yon Ho Hainanese Cuisine whips up aromatic stock to go with delicate organ meat for a clean, healthy broth. Packed with protein, collagen and iron, this is the place to be if you've been feeling worse for wear. The Signature Claypot Herbal Mutton Soup (S$14) enriches every spoonful with simmered lamb ribs, black fungus and herbal wine. Soothing on the stomach, this warm soup is comfort in a bowl. Yon Ho Hainanese Cuisine uses every part of the pig in their dishes. From Braised Knuckles (S$10.50) to Braised Pork Skin (S$5), this zero-waste agenda is a tasty one. Wed to Mon: 11am – 9.30pm Closed on Tue Order Delivery: foodpanda Deliveroo This may not be the House of Gucci, but gold's hidden within nonetheless. Jun Yuan House Of Fish focuses on bringing its Michelin Bib recipes to your table. Fresh seafood is placed in the spotlight here, enhanced by XO sauce and fragrant herbal stock. The Herbal Grouper Soup (S$13.80) features snow-white grouper slices in a light broth. With large prawns and chewy noodles, this bowl is nothing short of warm comfort. XO sauce is made with dried scallops, fish and shrimp cooked with chilli peppers, onions and garlic. It's the star of the show in the XO Fried Fish Soup (S$10.80), a perfect backdrop for crunchy chunks of fried fish. Silky strands of egg floss coat the tongue as you sip the milky-white broth, a duo you can't resist. Fri to Wed: 11.30am – 8.30pm Closed on Thu Facebook | Instagram | Website Order Delivery: Deliveroo Nothing says 'customisation' like yong tau foo. But if there is another way to change things up, it'd be the Hakka version of these delicious fish cakes. True to its name, 家 (jia) Authentic Hakka Yong Tau Foo lets you taste a traditional Hakka household's recipes right in Pasir Ris Central Hawker Centre. The 6-piece Yong Tau Foo With Bee Hoon (S$5.50) is everything it claims to be and more. Fish or meat paste mixed with aromatics are stuffed into hollowed tofu or vegetables and cooked. The result is a juicy, savoury pocket that goes so well with soup and your carb of choice. For extra crunch and sweetness, get the Cabbage Rice instead of bee hoon. If you're looking for an after-work snack, the 6-piece Yong Tau Foo (S$5) will be a piping hot way to end the day! +65 8188 1868 Daily: 11am – 8pm Facebook | Instagram Order Delivery: foodpanda Deliveroo Last but certainly not least, we have Uncle Penyet dishing up ayam penyet from 12 stores island-wide. Since 2005, tantalising Indonesian food has been served here daily, ensuring everyone gets a taste. The Nasi Ayam Penyet (S$9.50) gets a huge chicken drumstick, rice smothered in creamy curry sauce, fried tofu and fresh vegetables. The chicken is usually marinated and boiled in a variety of spices before it's fried in a rice flour batter. Sprinkled with bits of fried batter, the crunch of this drumstick is sensational. Pair it with the curry rice for a spicy kick or have a piece of refreshing, crisp lettuce to wash it down. Either way, this ayam penyet will not disappoint! For a list of locations, phone numbers and opening hours, please click . +65 9621 7358 Daily: 10.30am – 9.30pm Instagram | Website Order Delivery: foodpanda Basil King: Can this viral pad kra pao rival Phed Mark's? The post Top 11 places at Pasir Ris Central Hawker Centre to Ris-surrect your appetite appeared first on
Yahoo
25-06-2025
- General
- Yahoo
Ah Yi Lao Huo Tang: $5 double-boiled Chinese soup to cleanse the palate and soul
When the guilt of last week's fried food galore creeps up on me, I start looking for traditional healthy meals. That's when I found Ah Yi Lao Huo Tang (阿懿老火汤) at Pasir Ris Central Food Centre. I'm talking boiled dishes, minimal seasoning and natural flavours. Double-boiled soup, also known as dun in Cantonese, involves submerging a specially crafted ceramic pot in a larger pot of boiling water. This results in the gentle extraction of the flavours of the ingredients within for a delicate, light broth. The time required to fully cook double-boiled soup is 5 to 6 hours. I can't imagine when the owners of Ah Yi Lao Huo Tang start cooking since they open at 11.30am. When I got there at 10.45am, the boilers were already bubbling behind the half-open shutters. There were 9 types of soup featured on the menu, leaving me spoilt for choice. I was also impressed by the affordability of these soups, as 4 out of the 9 items cost just S$5. The 2 most expensive dishes are only S$7.50, and you can even get half a black chicken for S$6.50 with the Herbal Black Chicken Soup. I was pleasantly surprised by the amount of ingredients packed inside the Lotus Root Peanut Pork Ribs Soup (S$5). In the ceramic pot were 5 thick slices of lotus root, a generous handful of peanuts and 3 chunks of pork ribs. For the S$5 price point, I'd say that this was certainly a steal! The soup had this milky translucency due to the pork ribs, much like bone broth. The peanuts and lotus root gave it a subtle sweetness that lingered on my tongue. Yet, with all these contrasting flavours, the soup managed to have depth without being overly seasoned. Just look at that pork rib. You can barely see the tip of the large bone because of all that meat. Now that's what I call chunky! While the meat itself wasn't as soft as I'd like it to be, it still pulled apart easily and was by no means tough. Glistening in the soup, the pork has absorbed all that sweetness and combined it with its own umami. Let me tell you, this was an absolute delight with the White Rice (S$0.50). As a child, I wasn't a fan of boiled lotus root. Was it because I had never had Ah Yi Lao Huo Tang's soup yet? Probably. The lotus root was cooked to fork-tenderness, breaking apart with a light push of my chopsticks. It had this gentle nuttiness to it, a mellow partner to the rich pork. As I picked it up, I could see the silk-like strands of sap which contribute to the lotus root's smooth mouthfeel. 6 must-try stalls at newest Singapura Heritage food hall in Pasir Ris If you were drawn in by the Lotus Root Peanut Pork Ribs Soup, you'll like this Fujianese delight. The Buddha Jumps Over the Wall (S$7.50) presents 3 slices of abalone as wide as 3 of my fingers. Together with 4 long rolls of fish maw, juicy shiitake mushrooms, 2 hunks of chicken and a whole chicken drumstick, I'd jump over a wall for that too. The best way to describe fish maw is probably tau pok's atas brother. Made from the dried swim bladder of large fish like sturgeon, fish maw is rich in collagen and protein. Its structure resembles that of tau pok, with little pockets of air that collect the soup and unleash it on your tastebuds with every munch. Because fish maw is also included in shark fin soup, this bowl of Buddha Jumps Over the Wall had a similar fragrance. I felt extra boujie as I sipped it like a rich tai tai, much to the amusement of my mum. I've been really into mushrooms lately, mostly because of the juiciness of their flesh and how well they absorb flavour. And the shiitake mushroom in this bowl of Buddha Jumps Over the Wall? Impeccable. Biting down releases the slight smokiness of the mushroom alongside the clean sweetness of the abalone-enriched broth. Call me a commoner for saying this but the chicken was the actual highlight of this soup. The meat was so tender that it slid off the bone in 1 swipe. I was caught off guard by how succulent and moist it was, without any bits of meat caught on the cartilage. When you're just about done decimating these gorgeous ingredients, pour in your leftover rice. Trust me on this one, because you end up with this soupy goodness that reminds me of dashi-style ochazuke. You'll have this savoury, crisp broth bursting with seafood flavour and rendered chicken fat seeping into individual grains of rice. If you get the golden Pumpkin Rice (S$0.80) in there? Oh my god. You'll be coming back every day. The gentle warmth of Ah Yi Lao Huo Tang's double-boiled soup just flows right into your bones. If you eat it on a slightly cloudy morning, you'll be experiencing peak comfort food energy. Honestly, I wouldn't mind coming down to Pasir Ris just for a bowl of this as a slow weekend brunch. The delicate flavours of meats and vegetables meld together in a concoction of delicious nostalgia. Also, these bowls of soup were filling and so affordable. If you're not planning a trip right now, what are you even doing? Expected damage: S$5 – S$8 per pax New The Cathay food court's handmade noodles, Teochew fish soup, fried wok goodies & more The post Ah Yi Lao Huo Tang: $5 double-boiled Chinese soup to cleanse the palate and soul appeared first on
CNA
11-06-2025
- CNA
Taxi driver jailed over Pasir Ris accident that killed elderly woman
SINGAPORE: A taxi driver who failed to see an elderly woman crossing the road while turning right crashed into her at a junction in Pasir Ris. The 76-year-old woman, Ang Mie Jen, died from multiple injuries after the accident on Dec 10, 2023. Cabby Ng Ian Huat, 59, was sentenced to five months and two weeks' jail on Wednesday (Jun 11) after he pleaded guilty to one count of careless driving. He was also disqualified from driving for eight years - the mandatory minimum for his charge. Footage from the taxi's in-car camera was played in court on Wednesday. At about 7.20pm on the day of the accident, Ng stopped at a red light at the T-junction of Pasir Ris Rise and Pasir Ris Drive 3. When the light turned green, Ng made a right turn while looking to his left, failing to keep a proper lookout. Ms Ang was walking across a signalised pedestrian crossing, with the light in her favour, when the taxi hit her. An eyewitness also saw Ms Ang crossing the road when the green man was on. She was taken to the hospital but died at about 9.30pm. The prosecution sought five-and-a-half months to seven months of jail for Ng, while his lawyer argued for five months' imprisonment. Deputy Public Prosecutor Delicia Tan said the prosecution had factored in a sentencing discount for Ng's plea of guilt. "The accused had failed to notice and give way to the deceased at the signalised pedestrian crossing. The deceased had the right of way and was crossing the road right in front of his taxi, said Ms Tan. "The accident could have been easily avoided, if the accused had kept a proper lookout ahead. On the other hand, it is noted that the accused was not travelling at a fast speed." The district judge accorded the full discount of 30 per cent for Ng's plea of guilt in sentencing.
Yahoo
12-05-2025
- Business
- Yahoo
New-gen cousins from Sheng Wang Handmade Noodles open stall to preserve family legacy
Legacy Ban Mian at 5 Upper Boon Keng Road is run by a pair of new-gen cousins, Xavier, 25, and Ashley, 34. Their mutual goal is to preserve traditional handmade noodles while establishing a dauntless, modern brand. Xavier's parents actually run Sheng Wang Handmade Noodles. For the uninitiated, it's a family-run business that was first established by Xavier's aunty in the 1980s at a Geylang Lorong 9 kopitiam. Xavier's father then learnt the ropes and together with his wife, went on to open a stall at 440 Pasir Ris Drive 6. Till this day, it continues to be a hot favourite among nearby residents for its hand-torn mee hoon kueh without the use of machines. Having helped out at the stall since childhood, Xavier now oversees operations, making sure each bowl reflects the heart of their family's legacy. Ashley, who has a strong background in branding and strategy, saw the potential to transform their heritage into a potential business. He handles marketing, growth, and backend operations. Similar to his parent's stall, Legacy Ban Mian makes their own mee hoon kueh in-house without the use of machines. There are also other noodle options available including Macaroni, Knife Cut Noodles, and . Customers can look forward to the usual (S$5.50 for soup, S$6 for dry) and (S$5.50 for soup, S$6 for dry). The menu also features dishes like Sliced Fish Noodle (S$5.50 for soup, S$6 for dry), Dry Chicken Cutlet Noodle (S$7), and Herbal Pork Liver (S$5.50). If you feel like indulging a little after a long day at work, you can add on extra ingredients like Shrimp Paste (+S$2), Mushroom (+S$0.80) and Anchovies (+S$1) to elevate your bowl into an opulent one. For existing fans of Sheng Wang Handmade Noodles, perhaps you would like to head down to Legacy Ban Mian at Food Haven Coffeeshop to see if Xavier has done a good job? After all, we're always eager to support new hawkers and share helpful feedback to help them grow. King Of Ban Mian: Delicious QQ ban mian & hand-torn mee hoon kueh that reign supreme The post New-gen cousins from Sheng Wang Handmade Noodles open stall to preserve family legacy appeared first on
CNA
09-05-2025
- General
- CNA
Property flyers: Effective marketing or persistent nuisance? Residents push back but agents are playing the long game
Fed up with property flyers, Pasir Ris resident Amara Ong once confronted a flyer distributor while he was in the process of slipping one into her Housing and Development Board flat, telling him to "take it back". While she admitted that she might have startled the distributor who was just doing his job, the 36-year-old accountant said her aversion to flyers began after moving into her resale flat in 2020. Her disdain for them grew as the volume of flyers surged after COVID-19 restrictions were lifted. Sometimes, she would open her door and find as many as three or four flyers wedged awkwardly into her gate, or worse, strewn all over the corridor floor. 'It's like an invasion of privacy. It feels like someone's throwing rubbish into my home. I don't mind if they put it in my mailbox,' she said. Another time, Ms Ong lodged a formal complaint with the Advertising Standards Authority of Singapore, only to be told they could not act on it as they do not regulate distribution methods. She now makes it a point to avoid engaging property agents who send her flyers. 'I'm more inclined to go directly through online portals or referrals, or maybe even cleverly done social media posts or videos. Flyers are just a waste of paper," she said. Ms Ong is not alone in her dislike of real estate spam. Every now and then, complaints about these flyers surface in popular online forums, featuring photos of walkways littered with flyers and residents sharing tips on how to ward off unwanted marketing. Some netizens suggested placing a dustbin in front of their door specifically for discarded flyers. Others would send the listed contact numbers of property agents to insurance agents for a taste of their own medicine, or even personally confront the property agent over the phone to tell them off for littering. But if these marketing practices are so reviled by some homeowners, why are property agents still relying on flyers to reel in potential sellers? To this, property agents interviewed by CNA TODAY said flyer distribution remains one of the more consistent, tangible ways to build presence and increase awareness, especially in HDB estates. While not always welcome, it is part of what some agents describe as a numbers game: the more units they reach, the higher the chance of a response, especially from those who are not digitally savvy. Nevertheless, the flyer strategy is a double-edged sword. While some said they have managed to generate leads, others feel the returns on investment (ROI) are low given the cost of such marketing campaigns. Rather than driving direct conversions, they see it more as a tool for personal branding and maintaining visibility in the neighbourhood. This approach has become more widespread amid a growing pool of real estate agents in Singapore. Official data shows the number of agents rose from 30,073 in 2020 to 35,251 in 2024, reflecting increased interest in the profession. Industry players attribute this rise to the sector's growing credibility, backed by tighter regulations, more rigorous entry exams, and a broader skillset that goes beyond salesmanship, helping to shed its old 'cowboy' image and attracting more graduates as a serious career path. Their flyers often feature their faces and contact details prominently, along with claims like "award-winning agent" and "trusted realtor", as well as recent transaction records in the area – all designed to build credibility and subtly encourage passive homeowners to consider selling. In the end, a single successful transaction resulting from a property flyer campaign can make the agent's investment worthwhile in the long run. FLYERS ARE A FORM OF TANGIBLE, LONG-TERM BRANDING Property agents who spoke to CNA TODAY said flyer distribution is a way to maintain visibility in competitive housing estates where multiple agents often vie for the same pool of clients, but it is not without cost or uncertainty. While printing and distribution may seem straightforward, the returns can be unpredictable. For property agent Nikmat Jawini, who once distributed up to 20,000 flyers a month in Pasir Ris, the returns can be too inconsistent to justify the cost. 'One round of 10,000 flyers costs me about S$555. That barely covers half of Pasir Ris. And you need at least two rounds a month for people to even begin recognising your face,' he told CNA TODAY. 'If you only do it once, you're just throwing money away because they'll toss the flyer without a second look.' Likewise, ERA Realty Network division director Richmond Chia, 53, sees flyer distribution as a low-return strategy, unless agents are prepared to invest in it consistently over time. 'You need to repeatedly send flyers to the same targeted area for at least six months. The question is: how long can you sustain the cost?' said Mr Chia, who has been in the industry for nearly two decades. 'It's about timing and luck. You need to catch sellers when they're ready. Whether it's a new or mature estate, there's always some activity. But without the funds to (distribute) consistently for six to 12 months, your chances are slim.' Meanwhile, PropNex Realty associate group director Nicholas Cho, 47, said flyers are still a key part of a broader, multi-platform strategy for him and his team. Being active on TikTok as well, he allocates around S$2,000 a month to flyer printing and distribution, covering different estates depending on market cycles. 'It's about balance. Roughly 20 per cent of my leads still come from flyers. The rest is a mix, such as social media, door knocking, referrals, and telemarketing,' he said. 'You can't rely on just one form of outreach.' On his other forms of outreach, Mr Cho said he spends a combined average of S$5,000 every month. While many homeowners might toss the flyers into the trashcan as soon as they get them, Mr Cho believes the flyers serve a purpose as the digital landscape is competitive, coupled with people's attention spans becoming shorter. 'Traditional methods still play a role, especially for the older generation, who prefer physical copies. They can read them and pass them around. 'So I think we can't neglect that fact. In fact, in some cases, we also use newspapers to list the units we're selling. We do see results because people do still use traditional media for their reading.' Another property agent, Mr Brandon Choi, 52, said that agents who choose to market themselves using flyers should be prepared to invest in the method for a longer term, as he has seen many give up after just a few months. 'It's not that flyers have a low ROI. I've been doing this long enough to know they still work if you give them time. The problem is, many agents try it for a few months and then give up. This is a long game.' To Mr Choi, who has been distributing flyers in the Punggol and Sengkang area for about six years, social media is useful primarily for branding, not necessarily for converting leads. 'Even if you spend S$2,000 to S$3,000 a month on online advertising, there's a very high chance you don't get a response. It's very saturated because everyone posts the same testimonial-style videos or house tours, and people just scroll past.' Flyers, on the other hand, offer a tangible, persistent reminder, said Mr Choi, who is head of sales at Singapore Estate Agency. 'If someone really wants to sell, they might happen to see your flyer or remember your face. That's how it works – not immediately, but eventually. 'But for me, flyers still perform better than other platforms. I'm not the kind of agent who's good at making videos. Not everyone is comfortable dancing on TikTok,' he said. Apart from the basic flyer, some agents have expanded their range of marketing collaterals to fridge magnets, which often come with functional designs such as calendars or memo pads for writing. A few agents go as far as to distribute hand fans to stave off heat. Property agent Nur Fajrina Abdul Rashid, 35, is one of them. She said that as a consumer, she, too, dislikes receiving flyers, so she has focused her marketing efforts on distributing hand fans and magnets instead. She orders about 1,000 hand fans for S$500 when doing road shows each time. 'For me, it's about exposure. I don't expect people to call me directly because of the fan or magnets, but if they ever need an agent, they might reach out after them,' she added. 'It's really a matter of luck, and it's the most cost-effective form of marketing.' RESPECTING PREFERENCES AND FEEDBACK Mr Raymond Khoo, the head of agency at property firm OrangeTee & Tie, said that while digital platforms offer more measurable returns on investment, flyers still play a role in hyper-local outreach, particularly for agents focused on specific neighbourhoods or HDB precincts. Ultimately, flyers are complementary to digital marketing, not a replacement, and the ideal strategy integrates both for maximum visibility and engagement, he added. Mr Khoo also said that the company is mindful of homeowners' preferences as it has received feedback regarding flyer distribution in the past, which is taken seriously. "(We) proactively remind our agents to follow best practices, such as targeting relevant areas, respecting no-flyer zones, and adhering to all CEA guidelines, to ensure responsible and respectful outreach," he said, referring to the advertising guidelines for estate agents and salespersons by the Council of Estate Agencies (CEA). "We also regularly remind agents that marketing efforts should enhance our reputation, not jeopardise it. We also have an internal 'no distribution list' which contains addresses of homeowners who opted out of our marketing," he said, adding that agents are reminded to check the list before proceeding with distribution. Mr Khoo stressed that the company actively encourages marketing practices that are ethical, compliant with CEA guidelines, and uphold a professional image for both the agent and the agency. "This includes the use of factual, well-substantiated claims, clear calls to action, and respectful engagement with homeowners. We discourage overly aggressive or misleading tactics, as well as any form of canvassing that may intrude on personal space or cause public nuisance. "We've also discouraged the use of terms like 'guaranteed sale' or 'sure sell,' as such claims may be construed as misleading if not supported by verifiable data." Similarly, at PropNex Realty, chief agency officer Eddie Lim said that all feedback, whether from the public or regulators, is taken seriously and that salespersons are consistently reminded to avoid flyer distribution in restricted areas and to respect the Do Not Call (DNC) registry. "Our salespersons are guided by a comprehensive set of marketing guidelines and a clear social media policy to ensure their marketing efforts are professional, ethical, and aligned with regulatory standards." The DNC registry, implemented in 2014, allows people to opt out of telemarketing messages or messages of a commercial nature addressed to their Singapore telephone number. Anyone wishing to do so can register online, by SMS or by phone. FLYERS SHOULD NOT MISLEAD When it comes to the contents of flyers, different agents have different ideas of what works best. After reviewing around 50 property flyers, CNA TODAY found several common elements: recent high-value transactions in the area, a breakdown of the agent's services, the types of properties they have sold, and client testimonials. In Mr Cho's experience, his team experiments with content, sometimes including comparative market data, sometimes focusing on financial education, such as Central Provident Fund (CPF) accrued interest, a topic many homeowners overlook. 'Our goal is to add value, not just push for sales,' he said. For Mr Nikmat, he finds that people are generally receptive to complimentary services, such as free valuation and free consultation. In his flyers, he made sure to highlight these clearly to attract prospective clients. Some go a step further by using positive descriptors like 'award-winning' or 'top-selling'. And with some flyers using persuasive phrases such as 'high prices guaranteed' or 'we have urgent and ready buyers looking for flats in your area', the credibility of such marketing has also come under scrutiny. This has also made some agents wary of questionable ethics in flyer marketing. 'Agents must be honest. You can't start by deceiving people,' said Mr Choi. Mr Nikmat, too, called out the use of seemingly exaggerated claims on flyers, such as there are ready buyers or overpromising 'unrealistic prices', which he describes as untruthful. 'For example, they might promise S$1.4 million, but the actual value turns out to be closer to S$800,000,' he said. 'If you're sensible as a client, you'll think it's too good to be true. But if you're not, you might believe it's real.' While not as common, another type of flyer is sent via registered mail and addressed to the 'owner of the unit.' These letters often resemble official corporate letters, but inside, they contain a promotional message or sales pitch from a property agent instead. Then there is the issue of clutter. In competitive estates, multiple agents targeting the same area can lead to all their flyers being bundled and placed at the door – such as in Ms Ong's case, who sometimes received several flyers at her doorstep in a week – undermining the visibility they seek. This can also lead to complaints, as residents believe such practices violate guidelines for responsible distribution. What estate agents can or cannot say in their ads Under the practice guidelines on ethical advertising by the Council for Estate Agencies (CEA), which must be adhered to by anyone advertising a property, some requirements include: The information must be accurate. If the advertisement shows a photograph of a property, the photograph must not be altered or enhanced in any way. The information must not be misleading. Any claims of gains and returns must be substantiated. No claims like "guarantee sell high price above value", "all units sold high price above valuation" or explicitly, any guarantee of Cash Over Valuation (COV). Flyers and pamphlets to homes and other premises must be properly distributed without being visible to members of the public other than the intended recipient to avoid a build-up of distributed materials within public view when owners are away. If estate agents or salespersons entrust a third party to distribute flyers or put up banners, they must issue proper instructions to the third party to ensure that the advertisement and its distribution comply with the law and guidelines. Obtain the requisite approvals before putting up signs or banners in common areas of HDB estates, such as bus stops or along roads. Agents typically are not the ones who distribute the flyers themselves. Instead, they rely on third-party services to handle the delivery. But when it comes to engaging distributors, some agents also face challenges in ensuring their materials are fully delivered. Some, like Mr Nikmat and Mr Chia, have heard of dishonest practices by third-party vendors. 'They'll take a photo of flyers at just a few houses to show it's done, then dump the rest. Finding a reliable distributor who actually puts out all 10,000 flyers is quite hard,' said Mr Nikmat. Mr Chia added that distribution, not the printing of flyers, is the most expensive component of flyer campaigns. Distribution can cost an additional S$800 to S$900. 'I don't use companies that handle both printing and delivery because I'm sceptical about whether they follow through. You often hear stories of them only delivering 20 to 40 per cent of the batch.' As for what happens with the rest of the flyers, it is anyone's guess. In response to CNA TODAY's queries, a spokesperson from CEA said it may take the appropriate enforcement action against any property agent who breaches its code of ethics and professional client care or practice guidelines on ethical advertising. The spokesperson added that possible enforcement actions include issuing a warning or censure, imposing a financial penalty of up to S$5,000, or referring the case to a disciplinary committee, which may result in disciplinary action such as financial penalties and suspending the agent's registration. FLYERS WON'T GO AWAY ANYTIME SOON Despite the general disdain from homeowners towards flyer marketing, experts told CNA TODAY that the practice is likely to continue in the long term, as it remains a practical and targeted marketing tool not just for property agents, but for anyone looking to advertise their services. This is because they are relatively low-cost and can be distributed widely to maximise effectiveness. Professor Lawrence Loh, the director of the Centre for Governance and Sustainability (CGS) at NUS Business School, said that while flyers offer broad reach, they can also be customised to target specific estates. 'For example, some brochures include the estimated value of your property based on recent transactions. So it's not just generic marketing. It can be quite specific,' he said. 'They continue to use flyers because it's a low-cost method. And in many ways, it's like playing the lottery. You send out a bunch, and if one hits, it's like striking the jackpot.' Dr Seshan Ramaswami, associate professor of marketing education at Singapore Management University, said physical flyers work best when promoting services mainly relevant to people living nearby, such as a tutor or a car wash service in the neighbourhood. He acknowledged that flyer distribution involves 'tremendous wastage,' since only a small fraction of recipients will likely be genuinely interested. 'But if the costs of designing, printing, and distributing are low, it might still be worthwhile, as even a very small rate of conversion may result in a large profit." Given the prevalence of digital marketing, Dr Ramaswami noted that there is indeed fatigue in ad exposure on all media, and it is best to focus efforts on finding customers digitally, such as regularly uploading and bumping up posts on apps and online marketplaces. "But these ads work best for those who are already in the market to buy or to sell." He added that a flyer placed in someone's mailbox with a message like 'ready buyer for your flat' could spark consideration from a homeowner who had not previously thought of selling – a "serendipitous" effect that digital ads are less likely to achieve. As for the tension between homeowners frustrated by the frequency of flyers and agents simply trying to earn a living, Prof Loh pointed out that a blanket ban on flyer distribution is not feasible, as others advertise a variety of services through similar means. He proposed an opt-out mechanism as a potential solution, where residents who do not want to receive flyers could display a designated sticker indicating their preference. 'We could even have a bureau or registry to manage this, then it would be a win-win solution. Agents also don't have to waste their resources on flats that opt out.' With the mechanism, Prof Loh said that this can be proper grounds for residents to lodge complaints by submitting evidence to the authority in question. To curb wastage, Dr Ramaswami suggested that placing print ads on notice boards, at building entrances or lift lobbies, or in paid outdoor spaces such as transit stops, could be a more efficient way to reach potential customers for local services. "The trick is always to distribute in ways that are as targeted as possible." Ultimately, whether a marketing practice works or not depends on the consumer, which in this case is the homebuyer. As long as realtors continue to see results from methods like spam marketing, some will persist. Among the agents who spoke to CNA TODAY, not all are convinced of the effectiveness or worth of flyers. Mr Nikmat, for example, has given up on flyers after spending around S$5,000 without a single sealed deal.
