Marketing Director · ERA Realty Network · Singapore
I grew my own portfolio by $3M.
Let’s do the same for yours.
Anyone can quote you a transaction price. I have put my own capital on the line — two properties, around $3 million SGD in paper gains. Before you trust an agent with the largest asset you own, ask a fair question: how well does he manage his own?
- New Launch
- Executive Condo
- Resale HDB
real estate sales
Built across
- ERA Realty Network
- APAC Realty Group
- Dennis Wee Group
- Matterport 3D
- SkillsFuture WSQ
$3M
Paper gains on my own portfolio, across two properties
30+
Years of professional sales & negotiation experience
Million Dollar Club
ERA Achiever — Amethyst Growth Achiever, Super Growth Achiever, Star Achiever, Feature Tagger Award
About me
Thirty years of closing deals.
Now working for you.
I’m Carlton Hwee — friends and clients call me Carl or Carlton. My property journey began in 2002 as a Marketing Associate with the Dennis Wee Group. I held the licence, but I wasn’t active: I was simultaneously building a career as a Regional Sales Director for Fortune 100 and listed companies — Honeywell, Psion/Motorola, Siemens/Dematic.
For two decades I ran full P&L, led pre- and post-sales teams across APAC, and closed multimillion-dollar enterprise accounts in ICT, SaaS and supply chain. In October 2023 I came back to property full-time, as Marketing Director with ERA Realty Network.
What I brought with me is the part most agents never learn: structured deal qualification, disciplined negotiation, and the patience to walk away from a bad number. The same discipline I applied to my own portfolio — where two properties have returned around $3 million SGD in paper gains.
Where it started
Dennis Wee Group — advanced real estate training, completed 1 February 2002 and signed by Dr Dennis Wee himself. Twenty-four years later, I’m still at it.
View the certificate“I don’t just advise on property strategy. I live with the consequences of mine.” Carlton HweeSee how that helps you
Why work with me
Six things I bring that most agents don’t
Property is the biggest transaction most families ever make. It deserves more than enthusiasm and a fresh set of name cards.
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I invest where I advise
Around $3M SGD in paper gains across two of my own properties. I have made the entry, holding and exit decisions myself — with my own money at risk. That perspective doesn’t come from a course.
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Enterprise-grade negotiation
Thirty years closing C-suite deals, trained in the MEDDPICC methodology. I qualify a deal properly, know exactly where the leverage sits, and I am comfortable holding a position when it serves you.
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Decisions from data, not hunches
Comparables come from the primary sources — URA REALIS caveats, HDB resale data, and EdgeProp and Squarefoot Research for PSF trends and holding-period gains. Holding costs get modelled properly: BSD, ABSD and SSD, IRAS property tax, and your TDSR/MSR position against current SORA rates. You get a written rationale — not “the market is hot right now.”
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Marketing that reaches real buyers
Every agent claims to be a social media expert. I hold a High Distinction in Internet Marketing and WSQ certification in Facebook and Instagram marketing (SkillsFuture), plus training in AI video production. Your listing gets targeted paid reach and proper creative — not one blurry photo on a portal.
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Matterport 3D virtual tours
I ran a full Matterport 3D virtual tour programme for the Olympian Group, supported directly by Matterport’s APAC Managing Director. Overseas and time-poor buyers can walk your unit properly before they ever step inside.
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New launch, EC and resale HDB
Most agents specialise in one lane. I transact across all three, so the advice you get is about your best move — not the only product I happen to know how to sell.
Track record
New launch, EC and resale — not just one lane
Since returning full-time in October 2023 I’ve transacted across new launch projects, executive condominiums and resale HDB, in one of the tightest regulatory environments Singapore property has seen. Breadth matters more than volume: it means the advice you get is about your best move, not the only product I know how to sell.
Recently transacted — new launch & executive condominium
- Kassia
- Aurelle of Tampines EC
- Coastal Cabana EC
- Rivelle of Tampines EC
- One Marina Gardens
- Park Town
- Zyon Grand
- Vela Bay
Recently transacted — resale HDB & leasing
- D05 Clementi · West Coast
- D10 Holland · Farrer
- D11 Newton · Novena
- D18 Tampines · Pasir Ris
- D19 Serangoon · Hougang
- D22 Boon Lay · Jurong
- D23 Bukit Panjang · Choa Chu Kang
- D25 Woodlands · Admiralty
Appointed Tagger
- Ardor Residences
- Kassia
- Park Town Residences
- Aurelle of Tampines EC
- Rivelle EC
- Coastal Cabana EC
- Pinery Residences
- Vela Bay
- Dunearn House
I work islandwide. The detail behind several of these is on the client stories page.
Recognition
Awarded by ERA — repeatedly
Million Dollar Club. Growth Achiever with Amethyst Growth Award, Super Growth Award. Star Achiever for months. Standing place in my group’s Top 30; and there are more.
Also: EC Masterclass trainer for the Olympian Group, and a Matterport 3D virtual tour programme run with Matterport’s APAC Managing Director.
Training & qualifications
Where the discipline came from
Two things decide how your transaction ends: how well it is negotiated, and how well it is marketed. I trained formally in both, long before I brought them to property.
Digital marketing — certified, not claimed
High Distinction in Internet Marketing
Almost every agent will tell you they are an expert in social media marketing. Very few can show you anything that proves it. Mine was examined and graded — so here is the actual line from my university transcript.
The degree itself was awarded with Distinction.
Curtin reserves that for the top 5% of the cohort. In mine, two of us received it.
The full qualification is a Master of Business in International Marketing from Curtin University of Technology, conferred 10 September 2004. Alongside it sits my WSQ certification in Facebook and Instagram marketing (SkillsFuture) and formal training in AI video production.
So when I say your listing will be marketed properly, there is a graded qualification behind the claim — and you have just read it.
View the degree certificate
Negotiation
Situational Sales Negotiation — BayGroup International’s workshop, hosted by the Singapore Institute of Management, 22–23 June 2000. Certified by both. It is the framework I still use to work out where the leverage actually sits before I open a conversation on your behalf.
Both certificates shown — tap either to read it in full.
Analysis
Bachelor of Engineering, Electrical Engineering. Royal Melbourne Institute of Technology, 1998. An engineer’s habit of checking the numbers before forming a view — the basis of how I price a property.
View certificateAn honest comparison
What actually separates one agent from another
Every agent has access to the same listings and the same portals. The difference is what they do with them.
| Capability | Carlton Hwee | Typical agent |
|---|---|---|
| Owns and actively manages a personal portfolio | ✓ Two properties | ✗ Rarely |
| Proven result with own capital at risk | ✓ $3M paper gain | ✗ Not disclosed |
| Formal sales methodology | ✓ MEDDPICC trained | ✗ Ad hoc |
| Comparables pulled from primary transaction data | ✓ URA REALIS + EdgeProp | ✗ Portal asking prices |
| Holding costs modelled before you commit | ✓ BSD/ABSD/SSD, tax, TDSR | ✗ Rarely quantified |
| CRM and business-intelligence driven buyer targeting | ✓ Salesforce + Power BI | ✗ Spreadsheet at best |
| Digital marketing qualification you can actually inspect | ✓ High Distinction, Internet Marketing + WSQ | ✗ Claimed, rarely evidenced |
| Matterport 3D virtual tour capability | ✓ Ran a full programme | ✗ Outsourced, billed extra |
| Coverage across new launch, EC and resale HDB | ✓ All three | ✗ Usually one lane |
| Trains other agents | ✓ EC Masterclass | ✗ No |
“Typical agent” describes the general market, not any specific individual. Many excellent agents exist — the point is to give you criteria worth asking about, whoever you choose.
Common questions
Before you call
Do you handle resale HDB, or only new launches?
Both, plus executive condominiums. My closings since 2023 span new launch projects, ECs and resale HDB. Working across all three means I can tell you honestly when the better move is the one that earns me less.
I’m not sure whether to sell or hold. Can you help me decide?
That’s the conversation I most enjoy. We’ll look at your holding costs, remaining lease or TOP timeline, comparable transactions in your block or project, and your own cash-flow position. Sometimes the answer is hold. I’ll tell you if it is.
We’re first-time EC buyers. Where do we start?
Start with eligibility and financing before you fall in love with a floor plan. I run an EC Masterclass for other agents, so I can walk you through income ceilings, the MSR/TDSR position, the five-year MOP and the privatisation timeline in plain language — usually in a single sitting.
What is a Matterport 3D tour, and do I need one?
It’s a navigable 3D scan of your unit that buyers can walk through from their phone. It filters out casual viewers, protects your weekends, and gives overseas and relocating buyers a genuine sense of the space. For higher-value or hard-to-schedule units, it consistently pays for itself.
How do your fees work?
Commission depends on property type, transaction side and scope of marketing. I’ll quote you clearly in writing before any agreement is signed, with the marketing deliverables itemised so you know exactly what you’re paying for.
How soon can we meet?
Call or email and we’ll usually find a slot within a few days, including evenings and weekends. The first conversation costs nothing and carries no obligation.
Let’s talk
Your next property decision
deserves a real conversation.
No pressure, no scripted pitch. Tell me where you are — buying, selling, upgrading or just weighing your options — and I’ll tell you what I’d do in your position.
Prefer a specific time? Mention it in your message and I’ll work around you.