Buying a brand-new condominium from a developer is a very different game from a resale purchase, and the right new launch agent is the person who makes it work in your favour. Here is the part many buyers do not realise: at a new launch, the developer pays the agent's commission, so a good buyer's agent costs you nothing. Walking into a showflat unrepresented does not save you money, it just means the on-site agent works for the developer, not for you.
I researched this the way I approach everything in this series, comparing the agencies with the biggest project-marketing operations on their launch experience, their objectivity, and how well their agents guide a buyer through balloting, unit selection and financing. Every agent worth using is registered with the Council for Estate Agencies, which you should always verify.
Below are the nine new launch agents and agencies I would trust in 2026, plus the context that matters: why representation is free, how the buying process works, and the stamp duty to plan for. If you want the wider field first, see my guide to the best property agents in Singapore.
Key Takeaways
- 1 For a new launch, the developer pays the agent, so a good buyer's agent costs you nothing. There is no reason to walk into a showflat unrepresented.
- 2 Huttons, PropNex and ERA run the largest project-marketing teams and know launch pricing and unit stacks inside out.
- 3 A good project agent should compare launches objectively, not just sell you the one they are rostered on.
- 4 New launches are bought on the Progressive Payment Scheme, paying in stages as the building goes up.
- 5 Factor in ABSD for a second or subsequent property. Check current rates on the IRAS website before you commit.
What I look for in a new launch agent
A new launch agent should be an adviser, not a salesperson for one project. Here is what separates a genuinely good one from someone just clearing the developer's inventory.
- Objectivity across launches. The best agents compare several current launches for you honestly, including the one they are rostered on, rather than steering you to whichever pays them. If an agent only ever pitches one project, be cautious.
- Deep project knowledge. A strong project agent knows the unit mix, the good and bad stacks, the facing, the noise, and the pricing psychology of a development, often from a direct developer briefing.
- Financing fluency. They should walk you through the Progressive Payment Scheme, your loan limits, and the stamp duty, so there are no nasty surprises after you book.
- Honest resale and rental outlook. A good agent talks about exit: likely rental demand, the surrounding supply pipeline, and how the project may hold value, not just the launch-day hype.
- No pressure. Balloting and "star buy" urgency are real at hot launches, but a good agent helps you decide clearly rather than panicking you into a unit.
Since representation is free to you, there is every reason to appoint your own trusted agent before you visit any showflat. Verify them on the CEA Public Register first, and you can cross-check recent new-sale prices for a project through the URA caveats data.
How new launch buying works (and why it is free)
The economics of a new launch surprise a lot of first-time buyers, so here is the short version of how it works and what it costs.
- The developer pays the agent. Project-marketing commission is paid by the developer, not the buyer. Your own agent is therefore free, and appointing one gives you someone on your side rather than the developer's.
- Booking and balloting. At popular launches, units are released in phases and allocated by ballot or e-application. Your agent submits your preferences and guides your unit choice on the day.
- Progressive Payment Scheme. For a property under construction, you pay in stages tied to building milestones, so the cash and loan outlay is spread out until completion.
- Stamp duty. Buyer's Stamp Duty always applies, and Additional Buyer's Stamp Duty applies to a second or subsequent residential property, and to PRs and foreigners. Rates change, so confirm the current figures on the IRAS website before you commit.
Because the service costs you nothing and the sums involved are large, appointing a capable, objective project agent is one of the easiest good decisions you can make as a new launch buyer.
1. Huttons Asia
Huttons is my first name for new launches, full stop. It is one of the largest project-marketing forces in Singapore, and its agents are frequently the ones appointed by developers to run showflats and early previews. That means a good Huttons agent often has the deepest, earliest knowledge of a development: the unit mix, the pricing, the stack-by-stack detail.
With around 5,000 agents and a strong pipeline of international partnerships, Huttons is involved in a large share of the launches happening at any given time, which also makes its better agents useful for comparing projects. For a new launch purchase, it is the agency I would start with.
Website: huttonsgroup.com
Scale: ~5,000 agents, major project-marketing arm
Best known for: New launches and developer project marketing
2. PropNex
PropNex runs one of the biggest project-marketing operations in the country, and its sheer scale means it is appointed to a large number of launches. For a buyer, that breadth is an advantage: a strong PropNex project agent can line up several current launches and walk you through the trade-offs, then handle whichever you choose.
As the largest, SGX-listed agency with around 12,000 agents, it has the resources and training to support new launch buyers well. As always with a network this size, pick the individual on their launch track record, but the depth of PropNex's project involvement makes it a natural choice.
Website: propnex.com
Scale: ~12,000 agents, SGX-listed
Best known for: A huge project-marketing arm across most launches
3. ERA Singapore
ERA is the third of the big project-marketing agencies, and a strong choice for a new launch. It is appointed to many developments, its agents are well trained on the launch process, and its global network adds reach with overseas buyers, which developers value and which can matter for resale later.
With around 8,000 agents and a very high aggregate rating, ERA gives you a deep bench of experienced project agents. For a buyer who wants a well-supported, methodical guide through a launch, it sits right alongside Huttons and PropNex.
Website: era.com.sg
Scale: ~8,000 agents, global network
Best known for: Broad launch coverage and agent training
Contact ERA Singapore directly
Recommended reads
4. OrangeTee & Tie
OrangeTee & Tie is my pick for the analytical new launch buyer. Its research arm publishes some of the most detailed launch and price-trend analysis in the market, and that data culture is exactly what you want when weighing a new project: how the pricing compares to nearby launches and resale, what the supply pipeline looks like, and how the rental picture stacks up.
For a buyer who wants the numbers behind the decision rather than launch-day excitement, an OrangeTee agent can ground the choice in genuine data. It is a strong option if you are buying a new launch as much for investment as for a home.
Website: orangetee.com
Best known for: Data-driven launch and price-trend analysis
Contact OrangeTee & Tie directly
5. SRI
SRI is my boutique-scale pick for new launch buyers who want a more personal, tech-supported service. With around 1,500 agents and a strong platform, it handles project purchases capably and is especially well suited to HDB upgraders moving into their first condo, where coordinating the sale and the launch purchase matters.
You get considered attention without the scale of the giants, and the firm's polish shows in how its agents present the options. For an upgrader or a buyer who wants a closer working relationship through a launch, SRI is a solid choice.
Website: sri.sg
Scale: ~1,500 agents, boutique full-service
Best known for: Upgraders buying their first new launch condo
Contact SRI directly
6. PropertyLimBrothers
PropertyLimBrothers earns its place for the quality of its new launch analysis. The team, led by Melvin Lim, is known for detailed, watchable project reviews that break down a launch's layouts, pricing and pros and cons, and that same analytical depth carries into how they advise buyers. If you like to understand a project thoroughly before committing, this is a team that explains its reasoning.
It is a boutique, content-led outfit rather than a mass project-marketing machine, so the appeal is the considered, transparent approach. For a buyer who wants an agent that treats a launch as an analysis rather than a sales push, it is well worth a conversation.
Website: propertylimbrothers.com
Best known for: In-depth, transparent new launch analysis
7. Knight Frank Singapore
For a luxury or prime-district new launch, Knight Frank is one of my first recommendations. Its focus on high-net-worth and international buyers makes it a strong fit for premium developments, where the buyer pool is smaller, more discreet, and often based partly overseas.
The firm pairs that reach with in-house research and investment advisory, so for an investment-grade launch you get proper analysis alongside access. It is not the agency for a mass-market suburban condo, but for the prime end of the new launch market it is genuinely top tier.
Website: knightfrank.com.sg
Best known for: Luxury and prime-district new launches
8. Savills Singapore
Savills is my other prime and investor-focused new launch pick. As a full-service global firm, it brings international reach and a strong investment and research practice, which is exactly what you want for a higher-value launch or one being bought partly as an investment.
Its appeal to overseas buyers and its cross-asset advisory make it particularly useful if you are weighing a new launch against other property decisions. For prime residential launches, or any purchase where investment analysis matters as much as the home itself, Savills is a credible, well-resourced choice.
Website: savills.com.sg
Best known for: Prime and investor-focused new launches
9. Edmund Tie (ETC)
Edmund Tie, now trading as ETC, rounds out the list as an established firm with genuine development and project consultancy roots. Its heritage on the advisory and research side means its involvement in projects tends to be grounded in real market analysis, which is a useful counterweight to launch-day hype.
For a buyer who values an advisory-minded firm with a long track record across market cycles, ETC is a measured, professional option for a new launch, particularly where you want the purchase framed in terms of the wider market rather than a single project pitch.
Website: etcsea.com
Best known for: Advisory-led firm with development consultancy roots
Frequently asked questions
Do I pay a new launch agent in Singapore?
No. For a new launch, the developer pays the agent's commission, so appointing your own buyer's agent costs you nothing. Because it is free, there is no reason to visit a showflat unrepresented, since the on-site agent works for the developer while your own agent works for you.
Should I get my own agent or just use the showflat agent?
Get your own agent, and appoint them before you visit. The showflat agent represents the developer and is there to sell that one project. Your own agent can compare several launches objectively, advise on unit choice and financing, and negotiate on your behalf, all at no cost to you since the developer pays the commission either way.
How does payment work for a new launch condo?
New launches under construction are bought on the Progressive Payment Scheme, where you pay in stages tied to construction milestones rather than all at once. This spreads out the cash and loan outlay until the project is completed. Your agent and conveyancing lawyer will walk you through the schedule.
How much stamp duty will I pay on a new launch?
Buyer's Stamp Duty always applies, calculated on the purchase price. Additional Buyer's Stamp Duty applies if this is your second or subsequent residential property, and to Singapore PRs and foreigners even on a first property. The rates are significant and are revised from time to time, so confirm the current figures on the IRAS website before you commit.
Is a new launch a better buy than a resale condo?
It depends. A new launch offers a brand-new unit, developer warranties, the Progressive Payment Scheme, and the chance to buy early in a project. A resale condo lets you see the actual unit, move in immediately, and often sits on a larger floor plan for the price. A good agent will compare both honestly for your situation rather than pushing the launch.
Need a website for your property business?
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I build fast, search-optimised websites for property agents, with the project pages, area guides and local SEO that turn Google searches into enquiries you own rather than leads you rent from a portal. It is the same organic lead engine I cover in my guide to real estate agent websites and SEO.
Want the same for your business? Get a quote, or read more about my web design and SEO services.
For a new launch in Singapore, the best agent is an objective, experienced project specialist, and since the developer pays them, hiring one costs you nothing. Start with Huttons, PropNex or ERA for the deepest launch involvement, OrangeTee or PropertyLimBrothers for analytical rigour, and Knight Frank or Savills for the prime and investor end.
Appoint your own agent before you visit any showflat, verify them on the CEA Public Register, and confirm your stamp duty on the IRAS site. For the rest of your property team, see my guides to the best property agents and the best conveyancing lawyers in Singapore.
The Terris in Terris Recommends
Terris
Chief Recommender · I do the digging so you don't have to
Terris is a Singapore-based web designer and digital strategist who has spent 8+ years building websites for local businesses. His Terris Recommends series shares personal picks for the best service providers across Singapore, informed by his experience working with businesses across industries.
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