What is the difference between an exclusive and an open listing?

Under an exclusive listing, a single agency is appointed to market the property; under an open listing, multiple agents may market it at the same time.

What must a property advertisement include in Singapore?

It must be accurate and not misleading, and identify the estate agency and the salesperson's CEA registration number, in line with CEA's advertising requirements.

Must I check the Do Not Call Registry before texting or calling a prospect?

Yes. Before sending a marketing message to a Singapore telephone number you must check the relevant DNC register (No Voice Call, No Text Message or No Fax Message) and must not send it if the number is listed, unless the individual gave clear and unambiguous consent. A check result is currently valid for 21 days, and the ongoing-relationship exemption covers text and fax messages only — not voice calls. Confirm the current rules with the PDPC.

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Paper 2 · Marketing & Advertising

Property Marketing: Listings & Advertising Rules (Singapore)

Must-know for the exam

Under an exclusive listing one appointed agency markets the property under a prescribed exclusive estate agency agreement; under an open listing several agents market it at once.
Every advertisement must show the estate agent's name and licence number and the salesperson's name and CEA registration number.
Ads must be accurate, not misleading or exaggerated (no false scarcity), must not run without the owner's authority or duplicate listings, and the same rules apply on social media.
Co-broking, where salespersons from two agencies each represent one side, is allowed but must be disclosed with a transparent commission arrangement; it is not dual representation.
Marketing foreign property carries extra CEA safeguards, with disclosures and warnings to protect buyers.
Under the PDPA 2012 the estate agency is the accountable organisation, must appoint a Data Protection Officer, and since 1 Feb 2021 must notify notifiable data breaches.
Personal data may be collected, used or disclosed only with consent for a notified purpose; contact details given to market a client's flat cannot be recycled into a mailing list.

Marketing a property is regulated conduct, not a free-for-all. The exam tests listing types, the CEA advertising requirements, and co-broking — and ties back to the Code of Ethics.

Exclusive vs open listing

	Exclusive listing	Open listing
Who markets	One appointed agency	Several agents at once
Agreement	Prescribed exclusive estate agency agreement	Less formal
For the seller	One accountable agent, focused effort	Wider exposure, less coordination

CEA provides prescribed estate agency agreements that set out the terms, commission and duties — using them properly is part of professional conduct.

Advertising requirements

Ads must be accurate and not misleading or exaggerated (no fake listings or false scarcity).
Must identify the estate agency, its licence number, and the salesperson's name + CEA registration number.
No advertising a property without the owner's authority.

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Common questions

What is the difference between an exclusive and an open listing?: Under an exclusive listing, a single agency is appointed to market the property; under an open listing, multiple agents may market it at the same time.
What must a property advertisement include in Singapore?: It must be accurate and not misleading, and identify the estate agency and the salesperson's CEA registration number, in line with CEA's advertising requirements.
Must I check the Do Not Call Registry before texting or calling a prospect?: Yes. Before sending a marketing message to a Singapore telephone number you must check the relevant DNC register (No Voice Call, No Text Message or No Fax Message) and must not send it if the number is listed, unless the individual gave clear and unambiguous consent. A check result is currently valid for 21 days, and the ongoing-relationship exemption covers text and fax messages only — not voice calls. Confirm the current rules with the PDPC.

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Study material aligned to the public CEA syllabus. Not financial or legal advice — verify current figures with the relevant authority (IRAS, HDB, CEA, MAS).