Planning ahead 20 years: How one agent creates financial security for clients 

Being able to read and time the property market to maximise investment potential might seem like a delicate balance of timing and luck. But for Eileen Lim, who focuses on analysing vast amounts of real estate-related data, property valuation is a skill she has developed systematically.

“I’m very data-driven. I digest macro trends, micro-location data, rental yield forecasts, transformation plans, and master plans, then translate all of that into practical, relevant advice my clients can act on,” says the 46-year-old. “It’s not just about what you can afford, but also about how this property will serve you down the road.”

Her methodical approach to property investment was shaped by personal experiences. After losing both parents by the age of 20, Lim spent a decade in mobile phone retail before pivoting to real estate in 2010 when industry changes threatened her livelihood. Having learnt early that financial security could disappear overnight, she developed a disciplined approach to property investment that she now applies for her clients.

“For most people, their property is the biggest purchase of their lives. The weight of that responsibility excites me. It drives me to stay sharp, to constantly study the market, and to walk the talk by investing personally in what I recommend to my clients,” she says.

To help remove guesswork out of property valuation, Lim, an associate division director at ERA Realty Network, works with a framework called B.E.T.T.E.R, an acronym for Buy, Eat, Transport, Transformation, Education & Employment and Recreation – key factors that would determine a property’s value. This framework helps her assess how a property will perform in the market.

“For example, the interest that parents have in good schools will ensure good resale demand. Properties near key employment nodes means easy access to work and hence greater rental yield,” she says.

Through this systematic approach, she was able to achieve ERA Millionaire Achiever status solely through tagger income. It was no small feat. As a tagger agent – someone who supports other agents by presenting and closing new launch units – she earns just 10 to 15 per cent of the main commissions.

“This means to reach millionaire status, the volume of deals I had to move was immense,” she explains. However, the exposure to the variety of deals was a blessing, as she is now armed with a mental collection of solutions to almost any property scenario.

Lim says: “I’ve been exposed to an extraordinary range of clients and different types of property transactions. I’ve been in so many different situations that I often joke that I’m a walking Google of real estate solutions.”

Today, she maintains the same tailored service approach – even if it means turning down last-minute requests. She believes her role extends beyond closing deals to helping clients plan for five, 10 or even 20 years ahead.

“Every buyer has different goals, risks and timelines, and I want to be able to serve them with the depth and focus they deserve. At the end of the day, I genuinely enjoy meeting new people, learning their stories, and helping them navigate wealth creation through property. It’s deeply fulfilling work.”

Eileen Lim is available on Instagram and Facebook. Or get in touch with her at 9890 9399.

Read more about the real estate agents shaping Singapore’s luxury property market.