\n<\/p>\n
While the new guidelines may deter some agents from using flyers, some still see value in them.<\/p>\n
Mr Imran said that flyers are often more targeted and can benefit segments of the population that are less digitally savvy, such as the elderly.<\/p>\n
\u201cThe internet has a vast amount of information. The only problem is, what will you do with that vast amount of information?<\/p>\n
\u201cSo flyers still play a role in the sense where it gives targeted information,\u201d he said, explaining that flyers can offer information tailored to the home owner\u2019s neighbourhood. \u00a0<\/p>\n
But he added that he understands the frustrations that residents face and intends to reduce the frequency of distribution.<\/p>\n
\u201cAgain, I cannot just diminish flyers at all because it does help some segment of the homeowners who rather receive information on paper,\u201d he said.<\/p>\n
Like him, Mr Terence Tee, 45, key executive officer of Iconic Realty, has used flyers as one of his marketing prospecting methods for the past 19 years.<\/p>\n
\u201cFlyers offer a more tangible presence in the community. It actually allows agents to target specific neighbourhoods,\u201d he said.<\/p>\n
Mr Tee has engaged SingPost for his distribution services despite it costing more than other distributors. As an independent realtor, he is not beholden to SIEA\u2019s guidelines.<\/p>\n
\u201cI welcome this initiative by the five major agencies to promote a cleaner environment, and also enhance the real estate industry image,\u201d he said, adding that it should be extended to the whole industry.<\/p>\n
Currently, the enforcement measures only apply to agents under the five major real estate companies.<\/p>\n
Still, boutique agencies told CNA they are unlikely to ramp up flyer distribution simply because they are not bound by the guidelines.\u00a0<\/p>\n
For one, most have more targeted marketing approaches and operate within specific niches, several agents from boutique agencies told CNA. As such, they do not rely on flyer distribution.<\/p>\n
LandPLUS\u2019 Mr Wang noted that most flyers are distributed by the five major agencies, as they have the largest number of salespersons in the industry.<\/p>\n
\u201cHopefully we don’t see any (flyers at doors) going forward, but we strongly believe that there will be a significant drop,\u201d he said.<\/p>\n
\u201cAgents are agile \u2013 they will adapt to other means of advertisement fast.\u201d\u00a0<\/p>\n<\/div>\n