In a highly competitive industry where image often overshadows substance, Keith Tan Boon Kee stands out not for loud marketing or slick slogans, but for his unwavering integrity, hands-on leadership, and a multigenerational family legacy built on honest, hard work in the local property scene.
A Division Director at ERA Realty Network, Tan is more than an award-winning realtor. He is a mentor and guide, embodying the values many aspire to but few consistently uphold — resilience, sincerity and long-term client trust.
Building on this foundation, Tan has successfully bridged tradition and technology amid the rapid digital transformation of real estate. By balancing AI and automation with relationship-based mentorship, he stands out as a powerful leader for young and aspiring agents seeking meaningful and sustained success.
His track record reflects both sales success and meaningful client relationships. (Picture: Keith Tan)
Legacy built on grit and trust
Tan’s journey in real estate started long before he held his first portfolio. In the 1990s, while still a teenager, he was already helping his family manage property launches, including early ventures into China. Growing up around dinner table conversations about rental yields, handover negotiations and investment strategies, he absorbed the values that would become his trademark: honesty, sincerity and a relentless work ethic.
Family’s ventures have been part of notable property transactions, including the $35 million Sim Lim Square deal, sold by a father to a buyer, both long-time clients. While not Tan’s own deal, it reflects the deep-rooted legacy and investment wisdom that now drives his passion for mentoring the next generation of agents. It’s this legacy, combined with real-world lessons learned the hard way, that fuels Tan’s passion for mentoring today’s agents. As he often says: “You don’t expect success to drop from the sky. You need to put in the hard work.”
A mentor who understands
Tan is the first to admit his career wasn’t all smooth sailing. Like many, he faced early struggles, moments of rejection and deals that didn’t go through. But what sets him apart is how he turned those moments into mentorship gold.
“I tell new agents not to dwell on rejections. If you don’t learn how to move on quickly, you’ll spiral. I’ve been there. That’s why I’m here to help others avoid that path,” he shares candidly.
This empathetic approach — rooted in experience, not theory — is why agents gravitate towards Tan. He doesn’t offer one-size-fits-all scripts. Instead, he coaches agents to think on their feet, speak with sincerity and build long-term trust with clients. It’s an approach that’s helped his team consistently close over a million dollars annually, despite being small in size.
Keith Tan is recognised for combining innovation with consistent top results. (Picture: Keith Tan)
Technology-driven, human-centred
Tan’s foresight in integrating technology with real estate has established him as a pioneer of digital initiatives at ERA. He was among the first in the company to champion 360° virtual tours and AI-generated walkthroughs, well ahead of these tools becoming industry standards.
During the Covid-19 lockdowns, while others struggled to adapt, Tan helped potential buyers view homes safely through immersive digital experiences. His work was even featured in CNA and newspapers for leading the shift to virtual viewing technologies in Singapore.
Tan has also trained hundreds of agents through ERA’s USM (Ultimate Smart Marketing) platforms, guiding them in video marketing, virtual closings and digital branding. As a regular trainer and speaker at events such as “TOP Handover Prospecting” and “Effective Video Marketing,” Tan equips others to differentiate themselves in the modern property arena.
Under his guidance, agents have won multiple performance awards at ERA. (Picture: Keith Tan)
Leading the charge
Beyond sales, Tan has also played a critical leadership role in key TOP (Temporary Occupation Permit) handovers—one of the most complex and sensitive phases of property development. Under his leadership, 4,379 units across projects such as Normanton Park, The Florence Residences and The Commodore have been successfully handed over.
Unlike many agents who exit after the deal, Tan stays in touch. He believes value is added not just at the point of sale but in long-term service, whether that means helping a client troubleshoot post-move-in issues or guiding them on next steps in asset progression.
This commitment to service, even after the transaction is completed, is what sets Tan and his team apart.
Tan’s leadership inspires agents to build sustainable and ethical businesses. (Picture: Keith Tan)
Building people, not portfolios
At the heart of Tan’s leadership is his people-first philosophy. He’s deeply invested in coaching the next wave of agents — not just to be successful, but to be resilient, authentic and client-centric.
From stepping in to defuse conflict between tenants and agents to advising on personal branding strategies, Tan’s mentorship spans both the tactical and the individual. He champions self-protection in an aggressive market, urging agents to have written documentation, understand compliance and stay informed.
His advice is often peppered with grounded wisdom: “Don’t depend solely on your network. Networks will dry up. Learn to render good service, and the power from word of mouth will follow through.”
For Tan, cost is not an obstacle — it’s an investment. “If your cost goes up, find a way to make more money,” he advises, echoing the business sense instilled in him by his father. “Reinvest in yourself, in your tools and your visibility.”
Tan’s vision is to build people first so the success will follow. (Picture: Keith Tan)
Why join Tan’s team?
For aspiring ERA agents seeking a mentor who truly “walks the talk,” Tan offers not just a place in a high-performing division but a front-row seat to a masterclass in resilience, technology, leadership and legacy.
Tan’s mentees benefit from direct mentorship grounded in his 25 years of industry experience; training in virtual and AI-driven marketing strategies; access to top-tier handover and tenancy management processes; strong support in crisis handling, client retention and emotional resilience; and a values-based culture built on sincerity, long-term thinking and hard work.
With deep expertise across tenancy, landlord engagement and project handovers, Tan serves as a beacon for new agents seeking not just results but a role model in integrity, innovation and persistence.
In Singapore’s competitive real estate arena, agents require more than training — they need mentorship. With Tan, you gain not just a leader with accolades but a mentor who listens, teaches, adapts and stays. That is the kind of leadership today’s property agents need to thrive, not just survive.
For more information,
Contact Keith Tan | 97501055
Division Director (R003793E)
ERA REALTY NETWORK PTE LTD
