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Melvin Lim
Co-Founder & CEO
Singapore is home to a dynamic group of industry founders who have disrupted traditional sectors through innovation, resilience, and forward-thinking strategies. These trailblazers have not only contributed to Singapore’s economic landscape but have also set new benchmarks in their respective industries. Among these industry leaders is Melvin Lim, Co-Founder and CEO of PropertyLimBrothers. Melvin's real estate journey began 17 years ago when he started as a solo realtor at a small agency. His early career was marked by perseverance, navigating the challenges of the industry and learning valuable lessons through experience. In 2010, he joined a larger firm where his dedication and skills eventually earned him the prestigious Millionaire Realtor status from 2020 to 2022.
In 2018, Melvin’s entrepreneurial spirit led him to reimagine how homes were marketed and sold, using media technology to add value for home sellers and buyers in Singapore. This vision is reflected in his two companies, PLB Media, founded in 2018, and PLB Realty in 2022, which together form PropertyLimBrothers. PLB Media, Singapore’s largest real estate-focused creative agency, grew from a small team to a robust in-house media powerhouse with over 90 creatives across Singapore, Malaysia, and the Philippines. In 2022, Melvin, along with his co-founder Adrian Lim, established PLB Realty as an independent real estate firm. With 65 full-time real estate consultants, PLB Realty has achieved remarkable success, winning multiple accolades at the Edgeprop Excellence Awards 2023. At the heart of Melvin’s approach is a commitment to integrity, innovation, and excellence, ensuring that every property reaches its fullest potential while upholding the highest standards for both clients and the PropertyLimBrothers team.
CEO Insights Asia engaged in a one on one interaction with Melvin Lim. Let’s hear more from him.
What motivated you to establish PropertyLimBrothers, and how are you applying your previous experiences to provide strategic insights and governance expertise in steering the company today?
17 years ago, my business partner Adrian and I entered the real estate industry, where marketing relied on word of mouth and agent networks. As digital platforms emerged, I saw an opportunity to market homes to their fullest potential through creative marketing strategies. In 2017, after a decade in the industry, I realized photos alone couldn’t do justice to properties. I then pioneered Singapore’s first presenter-led home tour, creating what is known today as P ropertyLimBrothers' i nnovative P LB S ignature Home Tours. By integrating media technology, 3D rendering and AR technology, we crafted immersive virtual experiences, allowing buyers to explore properties from their homes. Our tours combine visual storytelling with in-depth financial and location analysis, and acts as the first viewing. This results in more qualified buyers and hence more high-quality showings. Today, 62 percent of our sellers achieve higher PSF, and 8 out of 10 homes sell within six months.
With your expertise in property marketing and advertising, what are the latest innovative and cutting-edge strategies you have implemented?
When we began filming Home Tours, our goal was to maximise the potential of each home listed. Our first video was a 2-minute walkthrough. However, over the years, we quickly saw the need for more engaging content. To enhance the experience, we developed an in-house Motion Graphics team, added 3D Visualizations to enhance the potential of our listings, and incorporated detailed financial and location analyses from experts. Our trained presenters deliver this information clearly, offering solutions along the way.
Today, our PLB Signature Home Tours run 15 to 20 minutes, providing an extensive financial and location analysis of each listing to tackle and offer solutions to property buyers before problems arise. As social media evolved, we also found the need to create customised content for different platforms. Our strategy was to complement our usual home tours with shorter, captivating content that drives audiences towards the full length home tour.
Furthermore at PropertyLimBrothers, we leverage advanced media and PropTech tools to enhance our analytics and research, providing clients with top-tier insights disseminated through webinars and podcasts. Backed by 17 years of real estate experience and technology, we’ve developed proprietary frameworks and tools, such as Disparity Effect® and MOAT analysis, to enable our clients to make better informed property decisions.
You have a strong background in banking and finance. How does this expertise help you in analyzing property values for clients?
At PropertyLimBrothers, data is the backbone of our work. We have a dedicated research team that analyzes the macroeconomic landscape to provide clients with the best possible advice. All of our consultants are trained to incorporate data and insights into their guidance, ensuring that our clients make well-informed decisions.
Our passion for education is reflected in the content we produce, aimed at helping consumers understand real estate better. In 2023, we started conducting bi-weekly webinars to provide the latest property news and insights. These webinars are educational, offering unbiased advice with no product pitches.
Additionally, we launched our education arm, Assembly in 2024. As a school of real estate, Assembly provides online educational content for both consumers and realtors, further emphasizing our commitment to empowering clients with the knowledge they need to make sound property investments.
Tell us about your leadership approach. What are the guidelines or methodologies you follow as a leader?
My leadership approach centers on maximizing each team member's potential and leading with wisdom and compassion. I believe in servant leadership, leading by example and working alongside the team. I encourage my team leaders to embrace the mindset of being the first to arrive and the last to leave, emphasizing dedication. Leadership, to me, isn't about being the boss, it's about serving your people and helping them grow. It is also about being a good steward of people and resources, ensuring everyone thrives in a role that suits them. What brings me the most joy is seeing my team members develop and succeed in their own journeys, that's been the greatest reward.
What has been your success mantra so far?
My success mantra is simple. Put the client first, deliver value, and success will follow. I believe in a client-centric approach, always prioritizing their needs and objectives, and asking myself what I would expect if I were in their shoes. It's also about being value-centric, constantly finding ways to offer more to the market while upholding our core principles. Equally important is a people-centric focus, where we value our team members above all. Everything we do is rooted in real estate with integrity, a commitment to excellence, and a deep responsibility to those who trust us with their most significant assets. By staying true to these principles, success naturally follows.
Melvin Lim, Co-Founder & CEO, PropertyLimBrothers
A visionary in the industry, Co-Founder and CEO of PropertyLimBrothers, Melvin Lim is a seasoned real estate analyst with a wealth of knowledge and expertise. His emphasis on intensive research and analytics allow him to remain at the forefront of market trends. He currently leads PLBMedia, Singapore’s largest in-house real estate creative agency, as well as PLB Realty, which consists of Singapore’s Top Real Estate Transactors across the categories of Landed, Condos, and HDBs.