The Huttons Landed Division (HLD), led by Singapore’s ‘Landed Prince’ Willi Ching, is working hard to surpass the record achievements it accomplished last year. The chart-topping division is the official landed property arm of Huttons Asia, Singapore’s largest privately-owned real estate agency, and HLD is one of the most established team of landed agents in Singapore.
“This year, our team celebrates 12 consecutive years as one of Singapore’s leading team of landed real estate specialists. This is a significant milestone for us given the relatively transient formation and dispersal of real estate teams in Singapore,” says Ching, who is a multiple-award winning associate district director at Huttons Asia.
The team accomplished its best year ever in 2024, clocking in an impressive 33% increase in sales over the previous year. The Huttons Landed Division has close to 100 real estate consultants to date.
Ching credits the team’s long-standing history to the long-serving management team, comprising several District ICs. If Ching is the ‘Landed Prince’, then these veteran landed realtors are the undisputed ‘Landed Dukes’ for playing an integral part to HLD’s continued success, commented both their team of landed consultants and the many clients who have sought their expertise in their respective districts.
“Our ongoing efforts are reflected in the team’s motto: integrity, teamwork, and results. The management team and our consultants practise these core values when working with both our clients and co-broke partners, which has earned us widely regarded respect as a formidable team,” says Ching.
Willi Ching: HLD’s commitment to our clients and teammates, and progressive growth, are built on the team’s motto: integrity, teamwork, and results.
The market leading practices of HLD include nurturing one of Singapore’s most active social media presence across various platforms like Facebook, Youtube, Instagram and TikTok; creating various types of property marketing videos including their signature Live Open Houses (broadcast on the first Saturday of every month); and holding educational online consumer webinars every quarter.
“Our use of traditional and progressive marketing strategies gives HLD a diverse amount of marketing options that cater to a wide breadth of client profiles, even those who prefer to market their properties discretely, a strategy increasingly proven to be effective by HLD’s widening pool of landed buyers,” shares Ching.
Membership in HLD is a highly selective privilege among agents in Huttons. “We could have made more transactions by easily recruiting more HLD consultants, but adherence to our mottos, especially integrity, is non-negotiable. Even if this means fewer sales for us,” says Ching.
Maintaining such strict values in an increasingly competitive market is made less challenging and certainly more fulfilling with the ‘brotherhood’ team of fellow leaders, adds Ching. “Without them, who admittedly are more media-shy and prefer to work behind the scenes, HLD will not be who we are today. But now, it is time for the market to finally get to know our industrious ‘Landed Dukes’ better.
What spurred you to join Huttons Landed Division?
Jason Sern: I was drawn to the sense of teamwork and camaraderie that the leaders of HLD cultivate among our agents. Willi and I started out as competitors, but he impressed me so much that I joined his team. Over the past four years since joining HLD, I have grown professionally thanks to the strong bonds I share with the people here.
Wil Ng: It is rare to find a long-running team of landed specialists in Singapore, and the management team of HLD has long-term plans to ensure we are always at the top of our game. I worked my way up the ranks at HLD over the past eight years, growing from a landed consultant to one of the District ICs and a team leader.
Michael Goh: I’m glad to be one of the founding members of HLD. I have seen the team grow from strength to strength for more than a decade into the most established landed home specialists in Singapore, led by a strong team of leaders.
What is the most memorable case you have worked on with Huttons Landed Division?
Michael Goh: A chance encounter with the owners of a house at Sea Breeze Road became an unforgettable memory. Looking to sell their house to support their retirement, I helped them secure a deal close to their intended selling price, setting them up to comfortably enjoy their golden years.
Sindric Goh: Recently, I helped a close friend achieve his dream of owning a landed house by carefully guiding him through his finances to extend his housing budget. He purchased a home in the Toh Tuck landed enclave and is on track to realise its long-term capital growth that will support his growing family needs.
Jason Sern: The importance of the most memorable case I’ve worked on is not only the sale of the house, an inter-terrace in District 14, but also the trust in my professionalism that enabled me to serve a family and their relatives for many years as a trusted family friend.
What do your clients say is the most valuable professional quality that you offer?
Wil Ng: I keep myself up-to-date on the latest transactions and market trends that buyers in this area expect from a professional. Buyers are financially savvy and well-informed; they rely on specialist agents like us at HLD to validate their decisions.
Justin Ng: I am the salesperson of choice among my clients who appreciate my professional qualities of reliability and transparency. They feel assured that I do not overpromise, but will always do my best to deliver good results.
Michael Goh: The property market today is fast-moving, and agents must be prompt and responsive to their clients demands for accurate and timely information. I add value to my services by turning my market knowledge into relevant solutions for them.
What is a valuable leadership quality that you bring to your team?
Sindric Goh: As a leader, it is important to understand the people I am responsible for — their professional capabilities as well as their priorities and aspirations. I do the best I can to help each of them excel, reminding them that we work best as a team.
Shaun Seah: As a leader, we push ourselves to adapt to the latest market movements and never stagnate in terms of knowledge and skills. As part of the HLD management team, we focus on assessing the strength and weakness es of the team to ensure consistent performance.
Jason Sern: As a leader on the management team of HLD, our team looks to us for continuous guidance and the initiative to step up at the right time. As a District IC, we have much experience in prospecting leads and we leverage our soft skills and market knowledge.
What is an interesting characteristic of the district you specialise in that continues to motivate your work?
Justin Ng: I see first-hand how the charm of the East Coast area captivates generations of Singaporeans. There are strong familial ties among the families living there, and I am always gratified to help them find homes to set down roots for many generations.
Shaun Seah: As a resident of District 20, I’m always eager to share the ins-and-outs of my neighbourhood. It’s a point of personal pride when I can share the history of the neighbourhood I live in with potential homeowners and neighbours, and they can feel the conviction in my words.
Wil Ng: The completion of the Downtown Line has positively transformed public transport accessibility in Districts 10 and 11, benefitting residents as well as students attending the numerous prestigious schools in the vicinity. The exclusivity of GCBs in the area also makes it a prime neighbourhood for newly minted Singaporeans.
Why should prospective landed buyers seriously consider your district, given its potential for long-term capital growth?
Shaun Seah: The areas I oversee boasts the largest collective quantum of landed transactions in Singapore, and are a bellwether of the overall sentiment across the landed segment. Most of the buyers we serve here are younger aspiring landed homeowners, looking to move up the property ladder.
Sindric Goh: In District 21, extensive urban transformation plans in areas like Beauty World are attracting many landed buyers who see the investment appreciation potential for homes there. As for District 23, we expect to see strong buying demand to continue due to the affordable entry-level prices for landed properties.
Justin Ng: Amid market turbulence and uncertainty, landed assets have proven to be among the most resilient investments in terms of real estate. Demand for landed houses in District 15 is overshadowed by the scarcity of available land; at the same time, the liveability of the area continues to draw aspiring owners.
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