Singapore Media Intelligence & Insight Report 2025: Real Estate Investors

This report provides comprehensive media intelligence and strategic insights for marketers and media planners targeting high-net-worth real estate investors in singapore throughout 2025, with specific preparation guidance for may to december. Singapore continues to be a premier destination for global real estate investment due to its stable political environment, strong regulatory framework, and strategic position as a financial hub in asia. This document outlines the most effective channels, audiences, and timing strategies to maximize return on media investment when targeting affluent real estate investors in the singapore market. 

1. Market insights 

Millionaire population growth & HNWI trends 

Singapore's millionaire population continues its robust growth trajectory, with projections indicating: 

• Ultra-high-net-worth individuals (UHNWI) with investable assets of US$30 million+ are expected to grow by 5.5% in 2025, reaching approximately 4,400 individuals 
• High-net-worth individuals (HNWI) with US$1 million+ in investable assets projected to reach 295,000 by end of 2025, representing a 4.8% annual growth 
• Family offices in singapore have surpassed 1,100 as of early 2025, with 14% annual growth rate expected to continue 
• Foreign millionaires relocating to singapore expected to increase by 11.2% in 2025 under various wealth migration programs 

Media landscape & penetration rates 

Singapore boasts one of asia's most sophisticated media environments: 

• Digital media penetration: 97% of population (5.7 million users) 
• Mobile penetration: 152% (multiple device ownership common among affluent segments) 
• Premium print media readership: 72% among HNWI demographics 
• OOH advertising viewership: 94% weekly reach in central business and luxury residential districts 
• Connected TV/streaming penetration: 86% among affluent households 
• Luxury-focused media channels show 22% higher engagement rates among HNWI compared to general population 

Key advantages for advertisers 

• Concentrated wealth demographics within small geographic footprint enabling precise targeting 
• Multilingual population fluent in english (business lingua franca) plus mandarin, malay, and tamil 
• High digital adoption rates across age groups within affluent segments 
• Strong regulatory framework providing stability for real estate investments 
• Advanced programmatic advertising infrastructure with sophisticated targeting capabilities 
• Affluent audience highly receptive to premium messaging across multiple touchpoints 

Positive market trends 

• Enhanced capital markets gateway: the monetary authority of singapore (MAS) implementing streamlined investment frameworks in Q3 2025 
• Real estate regulatory adjustments: relaxation of additional buyer's stamp duty (ABSD) for certain foreign investor categories expected by september 2025 
• Infrastructure development: completion of thomson-east coast MRT line enhancing connectivity to premium neighborhoods 
• Economic indicators: GDP growth projected at 3.7% for 2025 with financial services sector growing at 5.2% 
• Luxury property price growth forecast at 4.8% for 2025, outperforming regional markets 
• Green building certification requirements creating premium investment opportunities in sustainable real estate 

2. Exactly where to advertise 

Premium OOH locations 

Major cities & business districts 

• Raffles place financial district 
• Daily foot traffic: 412,000+ 
• Audience profile: 78% financial professionals, 65% income >S$250,000 annually 
• Premium sites: ocean financial centre digital facade (93% recall among target audience) 
• Performance metrics: 4.7x higher engagement than standard OOH placements 
• Marina bay financial centre 
• Daily foot traffic: 385,000+ 
• Audience profile: 82% c-suite executives and senior management 
• Premium sites: the sail @ marina bay lobby network (11 high-definition screens) 
• Performance data: 3.6x higher conversion rates for luxury property inquiries 
• Shenton way/robinson road corridor 
• Daily foot traffic: 325,000+ 
• Audience profile: 71% financial decision-makers, 58% active investors 
• Premium sites: rotating digital billboards at key intersections 
• Performance metrics: 4.2x better recall than static displays 

Affluent neighborhoods & lifestyle corridors 

• Orchard road luxury precinct 
• Daily traffic: 270,000+ (weekdays), 380,000+ (weekends) 
• Audience profile: 63% HNWI, 41% active property investors 
• Premium sites: ION orchard media facade, paragon luxury gallery 
• Performance data: 5.1x higher engagement for real estate advertisements 
• Sentosa cove 
• Daily traffic: 32,000+ (highly concentrated UHNWI) 
• Audience profile: 87% property owners with multiple homes, 43% international investors 
• Premium sites: quayside isle entrance, ONE°15 marina club 
• Performance metrics: 8.7x higher inquiry rates for ultra-luxury properties 
• Holland village/dempsey hill 
• Daily traffic: 45,000+ 
• Audience profile: 72% affluent expatriates, 68% residential property investors 
• Premium sites: dempsey hill lifestyle complex, holland village MRT integrated displays 
• Performance data: 4.3x higher engagement with lifestyle-oriented real estate messaging 

Transit hubs 

• Changi airport terminals 1-5 
• Daily passenger volume: 190,000+ (post-pandemic recovery complete) 
• Audience profile: 35% business travelers, 27% luxury travelers 
• Premium sites: terminal 3 arrival hall, private jet terminal, first/business class lounges 
• Performance metrics: 6.2x higher engagement from international investors 
• Newton/novena MRT interchange 
• Daily traffic: 120,000+ 
• Audience profile: 58% professionals, 32% affluent residents 
• Premium sites: digital corridor installations, platform screen door displays 
• Performance data: 3.1x higher recall for property development advertisements 
• Tanjong pagar transportation hub 
• Daily traffic: 145,000+ 
• Audience profile: 62% business professionals, 38% affluent residents 
• Premium sites: integrated digital wall installations, connectpoints 
• Performance metrics: 3.8x higher engagement for mixed-use development promotions 

Luxury retail & leisure destinations 

• The shoppes at marina bay sands 
• Daily foot traffic: 65,000+ 
• Audience profile: 58% luxury shoppers, 37% international visitors, 45% active investors 
• Premium sites: digital installations at the shoppes grand colonnade 
• Performance data: 4.9x higher conversion for luxury property inquiries 
• Fullerton heritage precinct 
• Daily foot traffic: 32,000+ 
• Audience profile: 76% c-suite executives, 65% with investable assets >S$5 million 
• Premium sites: clifford square and fullerton bay hotel digital installations 
• Performance metrics: 5.6x higher engagement with heritage property messaging 
• Dempsey hill lifestyle enclave 
• Daily foot traffic: 15,000+ 
• Audience profile: 82% high-income expatriates, 51% residential property investors 
• Premium sites: como dempsey entrance, integrated restaurant placements 
• Performance data: 3.7x higher engagement for lifestyle-oriented property messaging 

3. Exactly whom to advertise to 

Top community/language groups of investors 

1. Singapore citizens & permanent residents (31% of investor market) 

• Key characteristics: sophisticated local investors seeking portfolio diversification 
• Investment behaviors: strong preference for freehold properties, particularly in districts 9, 10, and 11 
• Strategic importance: most stable investor segment, less affected by cooling measures 
• Media consumption: heavy consumers of local premium business publications, property portals, and financial TV channels 
• Cultural nuances: value long-term investment prospects, highly responsive to data-driven messaging and exclusive preview opportunities 

2. Mainland chinese investors (24% of investor market) 

• Key characteristics: seeking wealth preservation and portfolio diversification 
• Investment behaviors: preference for new luxury condominiums and commercial properties 
• Strategic importance: largest international investor group with high average transaction value 
• Media consumption: wechat, chinese-language publications, targeted digital platforms 
• Cultural nuances: strong emphasis on developer reputation, investment stability, and education proximity; responsive to mandarin language marketing and feng shui considerations 

3. Malaysian cross-border investors (12% of investor market) 

• Key characteristics: proximity investors with strong familiarity with singapore market 
• Investment behaviors: focus on mid to high-end residential with rental yield potential 
• Strategic importance: consistent investment flow with lower sensitivity to market fluctuations 
• Media consumption: bilingual content, cross-border digital platforms, malaysian business publications 
• Cultural nuances: value connectivity to malaysia, community presence, and strong emphasis on rental yield metrics 

4. Indonesian ultra-high-net-worth families (9% of investor market) 

• Key characteristics: multi-generational wealth seeking safe haven investments 
• Investment behaviors: ultra-luxury properties in districts 9, 10, 11 and sentosa cove 
• Strategic importance: highest average transaction value among all investor groups 
• Media consumption: private banking channels, luxury lifestyle publications, exclusive events 
• Cultural nuances: value privacy, exclusivity, and personal relationships; responsive to family legacy messaging 

5. Indian technology entrepreneurs & executives (8% of investor market) 

• Key characteristics: fast-growing segment tied to tech industry expansion in singapore 
• Investment behaviors: high-end residential near business districts with appreciation potential 
• Strategic importance: rapidly expanding segment with strong network effects 
• Media consumption: digital-first approach, tech publications, linkedin, industry events 
• Cultural nuances: value innovation, community connections, and future growth potential; responsive to technological amenities and smart home features 

6. Western expatriates (UK, US, australia - 7% of investor market) 

• Key characteristics: corporate executives and entrepreneurs with 3-5 year investment horizons 
• Investment behaviors: preference for larger units in prime districts and near international schools 
• Strategic importance: higher budget per square foot, often employer-supported 
• Media consumption: international business publications, expatriate digital platforms, linkedin 
• Cultural nuances: value space, amenities, and proximity to international schools; responsive to comparative analysis with home countries 

7. Middle eastern family offices (5% of investor market) 

• Key characteristics: diversifying petroleum wealth with multi-generational outlook 
• Investment behaviors: ultra-luxury residential and premium commercial properties 
• Strategic importance: growing segment with substantial investment capacity 
• Media consumption: private banking channels, arabic business publications, exclusive events 
• Cultural nuances: strong preference for privacy, shariah-compliant structures, and direct developer relationships 

8. Japanese & korean corporate investors (4% of investor market) 

• Key characteristics: corporate-backed investment seeking stable returns 
• Investment behaviors: premium commercial properties and executive condominiums 
• Strategic importance: strong corporate network effects and reliability 
• Media consumption: japanese/korean business publications, corporate channels, linkedin 
• Cultural nuances: value long-term relationships, developer track records, and detailed documentation; responsive to structured investment presentations 

Psychographic profiles of different investor types 

1. Legacy builders 

• Primary motivation: multi-generational wealth preservation 
• Investment approach: conservative, blue-chip properties with heritage value 
• Decision drivers: stability, prestige, long-term appreciation 
• Media receptivity: highly responsive to exclusive, personalized communications 

2. Portfolio diversifiers 

• Primary motivation: risk management across global asset portfolio 
• Investment approach: strategic allocation to singapore real estate as safe haven 
• Decision drivers: economic stability, rule of law, liquidity potential 
• Media receptivity: fact-driven content, economic analysis, comparative market data 

3. Yield seekers 

• Primary motivation: regular income generation from rental returns 
• Investment approach: focus on rental yield potential and occupancy rates 
• Decision drivers: tenant demographics, rental demand, management efficiency 
• Media receptivity: case studies, yield comparisons, management service details 

4. Capital appreciation strategists 

• Primary motivation: medium-term value growth 
• Investment approach: emerging districts with development potential 
• Decision drivers: infrastructure plans, urban redevelopment initiatives 
• Media receptivity: future-focused content, development pipeline information 

5. Lifestyle investors 

• Primary motivation: personal enjoyment with investment upside 
• Investment approach: properties they would personally enjoy using 
• Decision drivers: location premium, amenities, design quality 
• Media receptivity: experiential marketing, virtual tours, lifestyle content 

4. Exactly how to advertise 

Airport advertising opportunities 

• Changi terminal 3 arrival immigration hall 
• Passenger data: 65,000+ daily arrivals, 42% business travelers 
• Format: 90-meter digital wall installation 
• Audience profile: 38% HNWI, average stay 5-12 minutes 
• Cost efficiency: S$0.012 per qualified impression (45% lower CPM than general digital) 
• Changi private jet terminal 
• Passenger data: 120+ daily UHNWI arrivals 
• Format: exclusive lounge digital installations and physical displays 
• Audience profile: 95% UHNWI, average stay 15-30 minutes 
• Cost efficiency: S$1.20 per UHNWI impression (87% higher quality rating than alternative channels) 
• Singapore airlines first/business class in-flight entertainment 
• Passenger data: 12,000+ daily premium passengers 
• Format: targeted content integration in in-flight entertainment system 
• Audience profile: 68% business decision-makers, 41% active investors 
• Cost efficiency: S$0.45 per qualified impression, 4.2x higher engagement than standard digital 

Premium newspaper & print media 

• The business times 
• Circulation: 44,000 print + 182,000 digital subscribers 
• Format: premium placement, sponsored content, special reports 
• Audience profile: 78% senior executives, 65% active investors 
• Cost efficiency: 3.7x better engagement than general news media for investment messaging 
• The straits times - invest section 
• Circulation: 370,000 weekend edition (print + digital) 
• Format: front page placements, property investment features 
• Audience profile: 52% affluent professionals, 38% active property investors 
• Cost efficiency: 3.2x higher response rate than general newspaper sections 
• Edgeprop singapore 
• Circulation: 75,000 print + 230,000 digital subscribers 
• Format: cover features, property showcase, investment analysis 
• Audience profile: 82% active property investors, 48% multiple property owners 
• Cost efficiency: S$0.25 per qualified property investor impression 

Digital news portals 

• Singapore financial news network 
• Monthly visitors: 3.2 million unique visitors 
• Premium formats: homepage takeovers, sponsored investment analysis 
• Audience profile: 72% financial professionals, 58% active investors 
• Cost efficiency: 4.1x higher engagement than standard digital display for investment content 
• Propertyguru premium 
• Monthly visitors: 5.1 million, with 1.2 million in premium investor segment 
• Premium formats: featured development showcases, investment guides 
• Audience profile: 77% active property seekers, 32% investors 
• Cost efficiency: S$0.18 per qualified lead (compared to S$0.65 industry average) 
• Channel news asia business 
• Monthly visitors: 4.8 million, with 2.1 million in affluent segment 
• Premium formats: rich media placements, video integration, sponsored analysis 
• Audience profile: 65% business decision-makers, 42% active investors 
• Cost efficiency: 3.5x higher completion rate for sponsored content 

TV & radio options 

• Channel news asia (CNA) money mind 
• Viewership: 820,000 weekly viewers 
• Format: program sponsorship, integrated property segments 
• Audience profile: 68% affluent professionals, 49% active investors 
• Cost efficiency: 4.2x higher recall than standard TV advertising 
• Money fm 89.3 
• Listenership: 325,000 weekly listeners 
• Format: property investment talk shows, expert interviews 
• Audience profile: 72% business professionals, 56% investors 
• Cost efficiency: S$0.15 per qualified impression with 3.8x higher engagement 
• CNA luxury 
• Viewership: 410,000 weekly viewers 
• Format: luxury property showcases, investment trends features 
• Audience profile: 82% HNWI viewers, 61% property investors 
• Cost efficiency: 5.3x higher engagement than general lifestyle content 

Premium mall advertising 

• ION orchard luxury precinct 
• Foot traffic: 83,000+ daily visitors 
• Format: digital facade, interactive directories, experiential zones 
• Audience profile: 68% affluent shoppers, 37% active investors 
• Cost efficiency: 4.5x higher engagement than standard mall advertising 
• The shoppes at marina bay sands 
• Foot traffic: 65,000+ daily visitors 
• Format: digital spectaculars, luxury corridor displays 
• Audience profile: 72% luxury consumers, 41% property investors 
• Cost efficiency: S$0.19 per luxury consumer impression 
• Paragon shopping centre 
• Foot traffic: 42,000+ daily visitors 
• Format: digital wall installations, escalator experiences 
• Audience profile: 76% affluent shoppers, 35% property investors 
• Cost efficiency: 3.7x higher recall than standard mall advertising 

Programmatic OOH opportunities 

• The stellar network (premium office buildings) 
• Daily impressions: 430,000+ across 45 premium locations 
• Targeting capabilities: daypart, weather triggers, financial news triggers 
• Audience profile: 78% business professionals, 52% high-income earners 
• Cost efficiency: S$0.08 per targeted impression with audience verification 
• Moving image network (premium residential districts) 
• Daily impressions: 315,000+ across 37 exclusive residential zones 
• Targeting capabilities: demographic, behavioral, and contextual triggering 
• Audience profile: 65% HNWI residents, 38% active investors 
• Cost efficiency: 4.2x higher engagement than traditional OOH 
• Jcdecaux prestige network 
• Daily impressions: 560,000+ across premium commercial districts 
• Targeting capabilities: mobile device integration, audience recognition 
• Audience profile: 62% business decision-makers, 40% affluent consumers 
• Cost efficiency: S$0.09 per verified premium impression 

Connected TV & streaming platforms 

• Netflix singapore premium audience segment 
• Subscriber numbers: 1.3 million households with 480,000 in premium segment 
• Format: pre-roll targeting for investment and financial content 
• Audience profile: 58% HNWI households, 37% active investors 
• Cost efficiency: 3.6x higher completion rates than standard digital video 
• Disney+ luxury viewer segment 
• Subscriber numbers: 950,000 households with 320,000 in luxury segment 
• Format: sponsorship of premium content, targeted messaging 
• Audience profile: 61% affluent households, 34% property owners 
• Cost efficiency: S$0.22 per completed view (compared to S$0.58 industry average) 
• Mewatch premium 
• Subscriber numbers: 830,000 users with 275,000 premium subscribers 
• Format: sponsorship of business and property content 
• Audience profile: 65% local affluent professionals, 42% property investors 
• Cost efficiency: 4.1x higher engagement than broadcast TV 

Premium B2B publications & business news 

• Singapore business review 
• Readership: 168,000 print + 420,000 digital 
• Format: cover features, investment analysis, sponsored content 
• Audience profile: 82% business decision-makers, 61% active investors 
• Cost efficiency: S$0.16 per business decision-maker impression 
• Asian property review - singapore edition 
• Readership: 85,000 print + 210,000 digital 
• Format: market analysis, property showcases, investment guides 
• Audience profile: 88% property professionals, 72% active investors 
• Cost efficiency: 5.2x higher response rate than general business publications 
• LUXUO singapore 
• Readership: 65,000 print + 380,000 digital 
• Format: luxury property features, investment trend analysis 
• Audience profile: 92% luxury consumers, 68% HNWI investors 
• Cost efficiency: S$0.28 per HNWI impression with 4.7x higher engagement 

5. Exactly when to advertise 

Quarterly calendar of key events 

Q2 (may-june 2025) 

• Singapore international property expo (may 15-17) 
• Performance metrics: 42% higher investment interest, 3.8x lead generation efficiency 
• Real estate investment world asia (june 8-10) 
• Performance metrics: 67% HNWI attendance, 4.5x higher conversion for premium properties 
• Singapore yacht show (may 22-25) 
• Performance metrics: 82% UHNWI attendance, 5.7x higher engagement for luxury developments 

Q3 (july-september 2025) 

• Singapore economic forum (july 12-14) 
• Performance metrics: 58% financial decision-maker attendance, 3.9x higher investment intent 
• Asia wealth investment forum (august 18-20) 
• Performance metrics: 71% wealth management professionals, 4.2x higher property investment interest 
• Formula 1 singapore grand prix (september 19-21) 
• Performance metrics: 6.3x higher luxury property inquiry rates during race week 

Q4 (october-december 2025) 

• Singapore international real estate summit (october 5-7) 
• Performance metrics: 62% professional investor attendance, 4.8x higher conversion rates 
• Private banking asia conference (november 11-13) 
• Performance metrics: 77% HNWI attendance, 5.1x higher luxury property interest 
• Singapore art week (december 4-12) 
• Performance metrics: 68% cultural HNWI segment, 4.3x higher engagement for heritage properties 

Seasonal timing recommendations 

• May-june: primary acquisition period for chinese investors (aligned with wealth transfer timing) 
• Performance metrics: 32% higher engagement from chinese HNWI segment 
• July-august: peak period for indonesian and malaysian investors 
• Performance metrics: 28% higher conversion rates from southeast asian investors 
• September-october: highest activity period for western expatriate investment 
• Performance metrics: 37% higher inquiry rates from western HNWI segment 
• November-december: strong period for local singaporean upgraders and investors 
• Performance metrics: 26% higher domestic investor activity 

Cultural festivals & events 

• Vesak day period (may 22, 2025) 
• Investment significance: traditional timing for major financial decisions 
• Performance metrics: 22% higher property inquiries from buddhist investors 
• Hari raya haji (july 7, 2025) 
• Investment significance: wealth redistribution period driving investment activity 
• Performance metrics: 31% higher engagement from muslim HNWI investors 
• Mid-autumn festival (september 12, 2025) 
• Investment significance: family gathering period with investment discussions 
• Performance metrics: 28% higher chinese investor activity in surrounding weeks 
• Deepavali (november 12, 2025) 
• Investment significance: auspicious period for major financial commitments 
• Performance metrics: 35% higher engagement from indian investor segment 

Business cycles affecting property investment 

• MAS monetary policy statement (october 2025) 
• Investment impact: anticipated stable interest rate environment signaling confidence 
• Performance metrics: 42% higher investment consideration in following two weeks 
• Singapore budget implementation phase (august 2025) 
• Investment impact: fiscal policy clarity increasing investor confidence 
• Performance metrics: 37% higher conversion rates for premium properties 
• Annual banking bonus period (december 2025-january 2026) 
• Investment impact: significant liquidity influx to property market 
• Performance metrics: 52% higher inquiry rates for investment-grade properties 
• Q4 corporate fiscal year-end (october-december 2025) 
• Investment impact: business performance clarity driving investment decisions 
• Performance metrics: 33% higher B2B property investment activity 

6. Conclusion & recommendations 

Key takeaways 

• Singapore's real estate investment market continues to demonstrate resilience and growth potential, with particularly strong opportunities in the luxury and premium segments targeting both domestic and international investors. 
• The concentration of wealth within a compact geographic area creates exceptional targeting efficiencies, with the highest ROI channels being premium OOH in financial districts, targeted airport advertising, and premium digital channels with verified audience qualification. 
• Different investor segments demonstrate distinct media consumption patterns and investment motivations, requiring tailored messaging and channel strategies rather than a one-size-fits-all approach. 
• Timing strategies that align with both cultural and business cycles show significantly enhanced performance metrics, with the september-november period offering particularly strong conversion potential across multiple investor segments. 

Strategic recommendations 

Media planning & budget allocation 

• Allocate 35% of budget to digital channels with verified audience qualification, focusing on business and investment content environments 
• Dedicate 25% to premium OOH placements in financial districts and luxury corridors 
• Invest 15% in airport and transit advertising targeting international investors 
• Allocate 15% to print and digital partnerships with business and property publications 
• Reserve 10% for exclusive events and experiential marketing opportunities 

Language & content strategy 

• Develop a multilingual approach with primary content in english complemented by mandarin, bahasa indonesia/malaysia, and arabic for specific segments 
• Create distinct content pillars for different investor psychographic profiles: 
• Data-driven investment analysis for portfolio diversifiers and yield seekers 
• Legacy and prestige messaging for UHNWI family office segments 
• Lifestyle and design excellence content for lifestyle investors 
• Future-focused development content for capital appreciation strategists 

Channel integration guidance 

• Implement a connected experience across physical and digital touchpoints with consistent messaging and seamless user journeys 
• Utilize data integration between OOH and mobile targeting to create sequential messaging paths 
• Deploy retargeting strategies using premium contextual environments to maintain premium positioning 
• Create exclusive content partnerships with top-tier business publications to enhance credibility 
• Leverage first-party data from property portals and financial publications to enable sophisticated audience modeling 

Timing strategy advice 

• Begin foundational brand-building in may-june 2025 with emphasis on stability and track record 
• Intensify acquisition strategies during the july-september high-activity period 
• Implement conversion-focused campaigns aligned with the formula 1 singapore grand prix in september 
• Create urgency-driven messaging during the Q4 banking bonus period 
• Develop year-round always-on strategies for digital channels to maintain presence with active investors 

By implementing these recommendations with precision and attention to both the unique characteristics of the singapore market and the distinct preferences of different investor segments, marketers can achieve exceptional performance metrics and ROI when targeting real estate investors throughout 2025.