Singapore,
16 January 2024 – As
the new year unfolds, OrangeTee is ready to soar to new heights as its parent
company OrangeTee Group rolls out an ambitious strategic plan to enhance its
full suite of real estate services.
Robust
strategic plan rolled out by the OrangeTee Group
2 OrangeTee will be expanding its
operations with a three-pronged approach. The first pillar involves providing a
full-suite of real estate services, including the broadening and enhancement of
its valuation consultancy, and research services. The second pillar involves
venturing into new markets. Finally, the third pillar involves strengthening
its presence in global markets. These pillars will not only empower the
commercial (OrangeTee Advisory - OTA) and residential arms (OrangeTee & Tie
- OTT) of OrangeTee but also the overarching OrangeTee Group, which includes
OrangeTee International (OTI), to better meet the needs of their stakeholders.
3 To achieve these goals, the company
has appointed a new C-suite management team to lead the organisation. In
addition to Justin Quek, OrangeTee’s new Chief Executive Officer taking charge
of the agency from this year, OrangeTee Group will be welcoming two more
stellar in-house real estate veterans – Christine Sun, Chief Researcher and
Strategist and Stella Seow, Head of Valuation and Advisory, Senior Executive
Director – into their executive management team to ramp up its local and
global profile in current and new markets.
Leadership
Renewal – promotion of Christine Sun
4 Christine Sun is a prominent industry
expert with over twenty years of experience in research and consultancy,
property development, marketing, and corporate communications in the real
estate and public sector. She has garnered vast experience in the residential,
commercial, hospitality, and industrial sectors, having handled over S$1
billion in property sales accounts. Her research work is widely recognised for
being up-to-date, market-relevant, and consumer-centric. She has been with the
agency for six years and is also the Honorary Real Estate Advisor at the Real
Estate Developers' Association of Singapore (REDAS). Christine holds a Master's
degree from the National University of Singapore (NUS) under a scholarship
program for top honours students, specialising in management science, corporate
strategy and research.
5 In her new role as the Chief
Researcher and Strategist, she will be spearheading the company's business
strategy and development initiatives. She will also be providing valuable
research support to the Group and its subsidiaries. Her research focus will
span across the residential, commercial and international markets and include
specialised consultancy services. Additionally, Christine will work closely
with the Board, CEOs and business unit heads to drive growth and profitability
for the company by identifying trends and business opportunities in both local
and overseas markets.
Leadership
Renewal – promotion of Stella Seow
6 With over three decades in the real
estate market, Stella Seow has a wealth of experience in conducting
professional valuation of all property types across the commercial, industrial,
residential and retail sectors.
7 Since
joining OrangeTee in 2020, she has significantly contributed to the success of OTA’s
Corporate Valuation Department. Their extensive customer base comprising
respected financial institutions, corporate clients, statutory boards and more,
is a testament to the team’s quality, efficiency and responsive services. Stella
is also a Licensed Appraiser with the Inland Revenue of Singapore, a member of
the Singapore Institute of Surveyors and Valuers (SISV) and The Royal
Institution of Chartered Surveyors (RICS).
8 In her new role as the Head of
Valuation and Advisory, Senior Executive Director, Stella will lead the
formulation and implementation of business strategies as well as offer the full
suite of valuation services to drive greater success for OTA and increase
collaborations with overseas partners such as Vietnam, Malaysia and Indonesia.
Her responsibilities will encompass four key pillars – organisational and
operational leadership, business development, marketing, change management and
talent development.
Expansion
into global markets
9 OrangeTee is planning to increase its
presence in the international arena this year, especially the Japanese property
market. They are collaborating with their longtime shareholder, Tokyu Livable
Inc (TLI), one of the largest real estate companies in Japan that has over 45
years of experience in the Japanese real estate market. TLI offers a wide range
of services from brokerage to valuation and has secured close to 30,000 real
estate deals to date.
10 This collaboration comes at an opportune
time as the Japanese property market is becoming highly prominent among
Singaporeans due to a relatively weaker yen and growing demand in the logistics
and hospitality industries. Singaporean investors emerged as the top foreign
buyers in the Japanese real estate market in 2023, crossing $3 billion worth of
property investments.
11 OrangeTee is also expanding its
footprint in other countries such as Australia, Malaysia and the United Kingdom
this year.
Unveiling a
refreshed brand
12 Last
August, the OrangeTee Group appointed creative agency Redhill, a full-service
global communications agency to refresh the organisation’s network of brands. It
encompasses all verticals of its businesses, from the Group to the
agency-focused OrangeTee & Tie and advisory-focused OrangeTee Advisory. The
rehaul extends beyond the Singapore market to OrangeTee International. The
primary goal is to underscore the Group’s position as a trusted, tech-driven
leader within the real estate ecosystem while broadening its audience engagement.
The official unveiling of the renewed brand is slated for the first quarter of
this year.
13 Commenting
on their extensive strategic plans, the Board of OrangeTee Group said, “The
real estate market in Singapore is rapidly evolving. While we are pleased with
the progress and growth of the OrangeTee brand, we recognised the need for
transformation to stay ahead of the curve and seize new opportunities. With
changing client demographics and preferences, it is imperative to constantly
review our business model, innovate, and explore new territories to achieve another
stage of growth. The new strategic plan is driven by the aim of remaining agile
and becoming an end-to-end, trusted, full-suite real estate services company.
With our competent senior management team at the helm, we are confident of our
continued success as a tech-driven, client-first organisation and look forward
to breaking new ground both locally and internationally.”