Square feet to street cred: PropertyGuru’s glow-up into a cultural powerhouse

In a digital-first property market, standing out takes more than just listings - it takes heart, relevance, and a clear sense of purpose. PropertyGuru is proving just that.

The homegrown proptech brand made its debut in the 2025 Brand Finance Singapore 100 report, marking a major milestone in its brand journey. Ranked among Singapore’s top brands with a strong brand strength score, PropertyGuru’s rise reflects its growing cultural relevance, emotional resonance and commitment to both property seekers and agents.

The recognition comes on the back of a bold marketing evolution. Once known primarily as a listings platform, PropertyGuru has evolved into a storytelling-led, values-driven brand that engages home seekers through relatable campaigns and empowering agent partners with tools, content and connections that help them succeed in a fast-changing market.

“We’re shaping a modern Proptech brand that reflects how Singaporeans live today, not just where they live. Our inclusion in this year’s Brand Finance Singapore 100 list is a proud milestone that affirms this direction,” said Sivaram Parameswaran, country marketing director, PropertyGuru Singapore. He added:

We’re supporting both sides of the property journey, engaging home seekers through relatable content, and empowering our agent and developer partners, who are the heart of our business, with tools and stories that help them connect more meaningfully with clients

This fresh approach has led to standout campaigns that tap into real emotions and social themes from community appreciation to inclusive living.

Heartland heroes: Turning commutes into tributes

In “Heartland heroes”, PropertyGuru turned National Day into a celebration of everyday Singaporeans who make their neighbourhoods feel like home, a message that resonates deeply with both agents and communities. The OOH campaign reached over 5.1 million commuters via 75 MRT and bus panels, transforming daily journeys into a tribute to shared culture and civic pride.

The campaign spotlighted real individuals who have made meaningful contributions to their communities. Among those featured were Ganesh Kumar, the gardener behind Woodlands Botanic Gardens; Bernard Ng, a bakery owner preserving traditional Teochew pastries in Beauty World; and Ang Kum Sion, a batik tailor in Holland Village. Even a labradoodle named Skai, and its owner Adele, were featured for bringing joy to Bukit Panjang through animal-assisted therapy.

These heroes were nominated through a social crowdsourcing effort, drawing heartfelt submissions from across PropertyGuru’s online community. By recognising these unsung champions, the campaign encouraged Singaporeans to rediscover pride in the people and places that give the heartlands their unique spirit.

Scents of Singapore: A sensory journey through home

Taking a more sensorial approach, “Scents of Singapore” explored how home is defined not just by walls, but by the smells, stories, and memories within them. In a collaboration with local fragrance house Oo La Lab, PropertyGuru translated the emotions and memories Singaporeans associate with their neighbourhoods into a series of evocative, custom scents.

The campaign spotlighted six distinctive districts - Bedok, Jurong, Ang Mo Kio, Sengkang, Woodlands and Yishun - each reimagined through fragrance notes that reflect their unique personalities, from old library musk and kampung nostalgia in Bedok to chocolatey warmth in Jurong and herbal mischief in Yishun.

“Scents of Singapore” combined a multisensory experience with a TikTok video series that surpassed expectations, doubling its viewership target with over 11 million cumulative views and 2.9 million in organic reach. Through strong KOL engagement and authentic storytelling, the campaign demonstrated how creative, emotionally resonant content can deliver measurable marketing impact and drive meaningful brand engagement.

Home run: Property meets pop culture

Blending property insights with reality content, “Home run” marked PropertyGuru’s first foray into lifestyle entertainment and spotlighted the human side of the profession as they navigated client expectations, market pressures and work-life balance.

The four-part YouTube series put three Singapore property agents at the centre, spotlighting their triumphs, struggles and resilience in a fiercely competitive market. It humanised their journey and showed how passion, perseverance and storytelling help agents build trust and connect with clients in today’s digital-first world.

A multi-platform campaign across TikTok and Instagram teased the series ahead of launch and maintained buzz through exclusive behind-the-scenes content and cast features. The series garnered over 5.3 million cumulative views and sparked a 40% increase in search interest related to “Home run” during the campaign period, reflecting strong viewer engagement and interest in property content delivered in a fresh, accessible format.

Everyone welcome: Championing inclusive housing

Most recently, PropertyGuru introduced the “Everyone welcome” filter to encourage inclusivity in the rental market. Rolled out in December 2024, it highlights listings open to tenants of all races, religions, genders and sexual orientations. By May 2024, one in four rental listings carried the tag, reflecting strong adoption.

The initiative, featured in PropertyGuru’s 2024 Sustainability report, is backed by safeguards including content moderation to block discriminatory language and a reporting tool for users to flag concerns.

These efforts reflect how PropertyGuru shows up not just as a platform, but as a partner in life’s biggest decisions as it builds trust through purpose-led storytelling and tools that help agents and seekers connect across the property journey.

Together, these efforts show how PropertyGuru is more than just a platform. It’s a partner to both home seekers and agents, building trust, relevance and shared purpose across the entire property journey. Its debut in the Brand Finance Singapore 100 reflects a proptech brand evolving with its people, shaping not just how we find homes, but how we connect, live and thrive in them.

This article was written in collaboration with PropertyGuru.