7 Property Advertising Tips For Property Agents in Malaysia

A good property advertisement isn't rocket science – it'll just need to contain plenty of relevant details such as visually appealing photos, functional explanations of the property, and the ease of connectivity, to name a few!
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Agents are an important part of Malaysia’s property market ecosystem. They’re one-part encyclopedia of knowledge, and two-parts property superheroes designed to deliver a smooth and efficient process for buyers and sellers alike.

The finest property agents offer market insights that help buyers get the best deal, have the inside scoop on amazing property investments, and are wizards of paperwork that save clients time and effort throughout the process. We tip our hat to you, real estate agents in Malaysia!

Property agents are licensed and recognised by the Board of Valuers, Appraisers, Estate Agents and Property Managers Malaysia (BOVAEP, formerly known as BOVAEA).

This registration is essential to ensure fair and transparent industry oversight. That means clients can be safe in the knowledge that they should receive an honest, safe, and helpful experience in their property journey.

There are, of course, two key roles within the real estate industry in Malaysia:

  • Real estate agents (REA) – Qualified agents who have completed the two-year Diploma in Estate Agency administered by BOVAEP. This is followed by two years of practical training supervised by a fully-qualified REA, and submission of a working log to BOVAEP.
  • Real estate negotiators (REN) – Qualified professionals who have earned the Negotiator’s Certificate, and registered with a real estate agency through the BOVAEP as a REN.

If you want a quick reference guide for clients, both a REA and REN must display evidence of their qualification through a name badge.

The REA badge is blue, and a REN badge is red. That’s a very simple visual guide to what is a big difference in terms of qualifications, and experience in the industry!

5 Things You Should Know Before Hiring A Property Agent In Malaysia

Relevant Guide

5 Things You Should Know Before Hiring A Property Agent In Malaysia

 

Understanding Advertising Strategy For Property Agents

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If you’re a property agent in Malaysia, you’re going to be heavily involved in property ads. The thing to remember is that advertising is a game of strategy.

Not having an advertising strategy is like shouting in the wind and hoping you get heard. That’s no way for successful property agents in Malaysia to operate.

Hiring a real estate agent means access to post on PropertyGuru’s property advertising platform, home to hundreds of thousands of properties for sale and properties for rent

PropertyGuru is Malaysia’s leading property search platform, boasting 44% of local market share and over 3 million unique property hunters every month.

As a property agent, that’s a huge potential audience, but it also means some STIFF competition to make your advert shine!

Not already registered? What are you waiting for, sign up today as a property agent on PropertyGuru!

So, how do you shine as a property agent in a competitive market? Well, advertising strategy is an important place to start. Here are some key areas to consider:

1) Visual appeal

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Creating a strong visual appeal is the best way to draw in an audience when advertising property. You want a statement photo that really shows off your property, highlighting the most attractive features for your audience to see. 

Using only ONE single external photo of the building could lead to property hunters dismissing the entire listing. What you don’t show often speaks as loudly as what you do show.

Take high quality photos when advertising the property, which will reveal the important details that an audience is hungry for.

For example, good shots of each of the rooms, the key features, and also potentially the views if they’re a unique selling point.

A picture of the exterior can also be good, as it helps show the overall building or situation of the local area more generally. Don’t forget any outdoor space, people love the extra room!

Make sure the interiors are clean, and uncluttered. You want to show off the space in a way that helps the audience see inside it.

If there are clothes littered across the bed, it’s very hard for a client to emotionally place themselves in that room as their own.

It also just looks unprofessional to see a home in such a messy state. We know that might mean negotiating with sellers/landlords to do a little tidying up!

2) Describing the experience

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Images draw people in, but words offer their own magic in convincing an audience to buy or rent a property.

Go beyond boring functional descriptions of room sizes, and add a little emotion into the story. For example, that’s not a 500 sq ft living room with a balcony, why not word it as: 

That’s a light and spacious living room with floor-to-ceiling windows, offering stunning views over the local area, providing access to a spacious private balcony that affords the homeowner with a unique outdoor space.

Words have power. They don’t just convey a description of a space, they provide a way to stir emotion and passion that can really make a difference in your advertising strategy. 

What’s also important is showcasing your own professionalism here. Don’t rush out a description without checking it first. A second pair of eyes can be a great choice here.

Most important of all – check for spelling errors. Type up your descriptions in a dedicated word processing software, which will flag grammatical or spelling mistakes, and then copy it over to the advertising platform (such as PropertyGuru) when it has been checked.

3) Don’t forget the functional

Words can inspire passion, but you shouldn’t overlook functional explanations of a property for the sake of flowery descriptions.

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Potential renters or homebuyers want to get to grips with the very real physical details of a space. How big are the bedrooms? How many units are in a development? Does it have a multi-tier security system? 

PropertyGuru offers a simple 'Details' section to provide some key details such as type of property, floor size, tenure, year of completion, etc… That’s the very least you should include.

The more description you give, the more an audience can understand about a property. That saves you time and effort potentially having to explain these things to uninterested clients later down the line. 

4) Confirm connectivity

Connectivity is a huge selling point for many properties, and a key aspect that you should focus on in adverts. Potential clients would want to know if the place is easy to access, or is located in a remote site with only one dirt road.

This can be a detailed description giving directions to the nearest public transport on a PropertyGuru advert, or perhaps even a simple visual prompt with a basic map for a printed advert.

5) Add floorplans

A simple but effective way to provide a visual representation of space is with a floorplan.

Where possible, include a snapshot of a floorplan that clearly lays out the types of rooms in a property, and their built-up size. Once again this is a really powerful visual way to pass critical information to your audience.

6) Amplify your advert

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The best place to reach the greatest possible audience for your property ads is on a market-leading property platform, like PropertyGuru, which allows you to engage more property seekers.

Advertising via more traditional routes such as newspapers, or even in key locations across a neighbourhood itself, can be a great way to access a wider property market.

Not every single Malaysian is online, but every single Malaysian needs a place to live. It’s worth analysing the kind of market you expect for a particular property, and understanding how best to reach out to that market.

A good rule of thumb is if you expect a property in a particular area to appeal to an older audience, the more likely it is that traditional newspaper advertising is important. Younger people are online, pretty much all day!

7) Contact details are key

You could write the best advert in the world, but if you don’t include contact details, you might as well not have bothered.

Ensure you provide a clear explanation of who to contact when advertising property, and what to do to take the next steps. This isn’t just a matter of sensible advertising, but also a point of law!

All advertisements posted in newspapers, billboards, or property portals must contain the following:

  • Estate agent’s e-registration number
  • Relevant REN’s name
  • Their own registration number
  • Contact details

 

What Are The Rules Around Advertising?

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Estate agencies in Malaysia are governed by the Valuers, Appraisers, Estate Agents and Property Managers Act 1981 (Act 242).

That is overseen by what was once known as BOVAEA, and is now the Board of Board of Valuers, Appraisers, Estate Agents and Property Managers (BOVAEP).

The inclusion of contact details is a clear requirement of advertising regulation. If you’re a real estate agent in Malaysia, you’ll know that already, but it’s worth pointing it out again!

Under section 24(1) of the 1981 Act, a property agent can be punished for breaches of the regulation by:

  • Having their registration cancelled
  • Suspending their practice for a period of no more than three years
  • Registering a reprimand on their records
  • Reprimanding and imposing a fine of no more than RM5,000, but with no official note on their records
  • Imposing a fine of no more than RM10,000, recording the offence, and potentially also suspending their practice until the fine is paid

For these penalties to be imposed, a hearing with at least ten Board members must be convened. A property agent will have a chance to defend themselves against the claim. An appeal can be lodged if the defendant is unhappy with the punishment.

Another important point is that you’ve got to be a registered REA to advertise as one! You can’t just run around pretending you’ve completed four years of qualifications and sticking up posters on tree trunks and lampposts.

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Clause 30 (1) of Act 242 of the Valuers, Appraisers and Estate Agents Act 1981, states anyone caught illegally undertaking the duties of an estate agent can be fined up to RM300,000 and/or be sentenced to up to three years in jail!

BOVAEP recently revealed that they are tracking as many as 100,000 fake real estate operators in Malaysia!

If you’re a client or industry operator worried about dodgy agents, the Malaysia Institute of Estate Agents (MIEA) offers a handy guide on what to do.

BOVAEP also hosts a registration database to search and confirm members, agencies, or RENs.

Being a REA or REN is an important and trusted job. That’s why this legislation exists, to make sure property sellers, buyers, or renters can have faith in the people they work with.

Advertising is an important and exciting part of the work of a property agent. That’s why it’s also covered by important regulation.

But with this handy article as your guide, you’re ready to deliver some truly amazing property ads that help your clients’ properties shine!

 

Want to find out more? Here’s a detailed guide on How To Become A Property Agent Or Real Estate Agent In Malaysia!

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