A real estate agent has recently faced criticism for distributing fliers designed to resemble parking summonses and placing them on car windshields. The incident sparked an anonymous complaint posted on the Facebook page "Complaint Singapore Unrestricted," highlighting the dissatisfaction with such marketing tactics.
The flier, bearing the contact details of real estate agent Shahirah Shaik from Singapore Realtors Inc (SRI), mimicked a parking summons, titled "notice of no offence." It included a message promoting the agency's services and potential savings on fees.
The Council for Estate Agencies (CEA) responded to the issue by stating that they are aware of the matter and are currently investigating it. Although it remains unclear whether the flier's design violates ethical standards or breaches guidelines, CEA's code of ethics and advertising guidelines advise against placing fliers on car windshields to avoid causing public nuisance or posing security hazards.
CEA has the authority to take enforcement action, including referring the matter to its disciplinary committee, which can result in the suspension of an agent's registration. Furthermore, CEA may impose penalties of up to $5,000 or issue a censure to the offending property agent.
While some netizens praised the marketing creativity behind the flier, others were unimpressed by the marketing stunt. Opinions varied on social media platforms, with individuals both appreciating and criticizing the design.
In response to the controversy, Shahirah Shaik emphasized that the flier's intention was not to upset anyone, but rather to bring a sense of fun and humor. She stated that in a competitive market with thousands of licensed agents, she aimed to come up with a unique and unconventional marketing approach. Shahirah distributed the fliers in multi-story carparks, which are typically sheltered from the rain, and confirmed that the design had been approved by SRI.
Notably, this is not the first time similar tactics have been employed. In the past, other businesses, such as a helmet bag seller and an insurance firm, used parking ticket-themed ads to attract attention and promote their products.
As the investigation continues, the real estate agent's marketing approach serves as a reminder of the importance of ethical advertising practices and respecting public sensitivities.
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