From running a cafe to closing deals: How this realtor finds joy in creating property milestones for his clients

A career switch from a cafe owner to a realtor closing million-dollar deals in luxury projects might not seem like the most intuitive change. But for Raymond Tay, it was simply a “natural progression”. The common draw, he says, is their focus on people and experiences. Coupled with a deep personal interest in real estate as a private property investor himself, he joined ERA Realty Network in 2023. With a customer-first mindset honed by running his own franchise cafe and a knack for understanding his clients’ needs, goals and concerns, the senior marketing director hopes to set a new service standard when helping clients find their dream homes.

He says: “Starting out in the food and beverage industry taught me the values of service excellence, attention to detail and the art of creating memorable moments for guests.

“These lessons translate seamlessly into real estate, where every transaction goes beyond buying or selling a property. It is about crafting an experience that makes clients feel understood and supported.”

One of his most memorable experiences came from helping a young couple find their forever home, despite very specific requirements in location, layout and budget that made the search challenging. After weeks of searching, his efforts finally bore fruit.

“On the day we closed the deal, the couple told me that they could already envision raising a family there. That moment of joy reminded me why I love this industry. It’s not just about properties or transactions, but also about guiding people into the next chapter of their lives,” he adds.

Tay believes his client-first mentality has helped shape his competitive edge. In just a little over two years since joining ERA, he has already earned his first Diamond Award for earning a six-figure commission within a single month. He was also recognised as an ERA Rising Millionaire, a commendation awarded to agents who have earned $500,000 in commissions a year.

With a rapidly evolving property market, especially on the luxury front, he is focused on helping his clients make the best investment options. He studies market data, attends exclusive previews and maintains strong relationships with developers and industry peers so that he is always ahead of the curve of investor sentiments and lifestyle trends. But the most valuable insight comes from his clients themselves.

“By listening closely to what they want, I get the clearest picture of where the market is heading,” he says.

According to him, today’s buyers prioritise exclusivity, appreciation potential and lifestyle amenities more than before. He has also noticed sustainability and wellness features becoming key factors for high-end buyers, particularly younger wealthy individuals and overseas investors. Given these shifting priorities, he typically steers investors toward integrated developments in prime districts where convenience, lifestyle and prestige come together. It’s this blend of market analysis and personal understanding that defines his approach.

“By combining data-driven insights with a human touch, I ensure my clients receive guidance that is both timely and timeless in a fast-moving market.”

Find Raymond Tay on Facebook and Instagram.

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