PropertyGuru has been revealed as the company behind a new campaign that caught the attention of Singaporeans last weekend.
Its #SmartHonestAdvice campaign featured a fleet of vans displaying candid advice on general life topics, including home financing. They were displayed at more than 50 island-wide locations.
The initiative gained traction on social media, with netizens in this city state posting images with the hashtag #SmartHonestAdvice.
Bjorn Sprengers, Chief Marketing Officer and Head of FinTech at PropertyGuru Group, said: “We want to spark conversations among Singaporeans around the importance of seeking real, honest advice to help them make better decisions for almost any life situation, especially when it comes to crucial financial matters like securing the best home loan.
He added this brought up the idea of taking honest advice to the public as a friendly reminder that we all need someone who will call out the truth with no holds barred.
“We also want to encourage Singaporeans to lead such conversations by sharing their own #SmartHonestAdvice on social media. On a less serious note, we hope to get a light chuckle out of those who catch the advice.”
According to the portal, smart, honest advice is very much needed for home financing. Most Singaporeans approach their mortgage journey with a sense of dread, associating the process as cumbersome with endless paperwork, jargon, uncertainty, and risk.
The problems associated with ultimately costly mistakes can be avoided by seeking the right expert advice early on, it said.
To address the problem, PropertyGuru Finance built a team of some f the best mortgage brokers in Singapore. Powered by the portal’s market knowledge and technology, it aims to provide smart, unbiased and personalised advice to help home buyers and owners find and apply for the best home loan.
As part of the #SmartHonestAdvice campaign, PropertyGuru Finance engaged several local personalities to share their own advice to their social media followers.
This movement aligns with the “PropertyGuru Finance – Smart, Honest Advice” brand campaign, which unveiled a television commercial that puts a comic spin on the metaphorical pain a family of four feels when they discover their “could haves” from the money saved from their mortgages, like fulfilling their children’s dream of owning a pet dog or enjoying a seafood feast as a family.
Launched in 2007, PropertyGuru.com.sg enjoys a 75% market share in the city state. It launched its mortgage marketplace in 2020.