07/07/2026
When Agents Get First Dibs and What CEA's VIP Sales Review Means for Buyers
What Happened
The Council for Estate Agencies (CEA) is in discussions with property agencies about VIP sales and priority bookings at new condo launches, The Straits Times reports. This follows a December 2025 Business Times report which found that property agents bought up to 20% of units at some launches before public sales began. At Emerald of Katong, launched in November 2024, agents purchased 173 of the 846 available units through priority access.
Two of Singapore's top four largest agencies — OrangeTee and Huttons Asia — have confirmed that CEA conducted engagements with them. Discussions centred on ensuring regular buyers are not disadvantaged and that agents who purchase units follow disclosure protocols.
Why It Matters
VIP sales and priority bookings are not illegal. Developers use them to manage launch logistics, build early momentum, and reduce risk. But the optics matter: when agents and other selected buyers secure units ahead of the public, the perception,fair or not, is that the playing field is not level.
For regular buyers, this is especially relevant in popular launches where unit selection is competitive. If 20% of units are taken before public booking day, the choices available to a family making one of their largest financial decisions may be materially different from what they expected.
My Perspective
This is a regulatory conversation worth following, not because VIP sales are inherently problematic, but because transparency in the new launch market directly affects buyer confidence. When buyers trust that the process is fair, the market functions better for everyone, developers, agents, and homeowners alike.
One implication worth considering: if CEA introduces tighter disclosure requirements or restricts agent priority purchases, developers may adjust their launch strategies. This could affect how projects are marketed, how pricing is staged, and how quickly units are released to the broader market. These are second-order effects that smart buyers should factor into their decision-making.
Track how this regulatory conversation evolves. Changes to VIP sales practices could shift access dynamics at new launches and for buyers who rely on having full choice at booking day, that matters.
Explore the scrutiny surrounding VIP sales and priority bookings at condo launches, and how it affects regular buyers. Read more at straitstimes.com. Read more at straitstimes.com.