On this page
Neither option gets better leads on its own. The page more likely to bring good enquiries is the one that matches what the buyer searched for, sends each enquiry straight to the agent who will call back, and lets you measure which ads bring real buyers. Your own website gives you that control; your agency's page saves you the work.
This is our own comparison, and we sell one side of it: our New Launch Website Builder makes agent websites. So we have kept to what CEA, the PDPC and Google publish, and we set out the cases where your agency's page is the better choice. We looked for public data comparing leads from agency pages and agents' own sites in Singapore and found none, so this article quotes no such figures.
A page about one launch on your agency's website, or a project site your agency or its project team gives its salespersons to use. Several agents may share it, sometimes with a personal link or their own details added. Your own new launch website, by contrast, sits on a domain or sub-domain you control.
What decides whether a page brings good leads?
Four things: relevance to the search, where the enquiry goes, whether you can measure it, and whether the details are current. None of them depends on who owns the domain.
Google rates landing page experience as how relevant and useful your page is to people who click your ad, and describes what good pages have in common:
"Landing pages with higher ratings are usually well organized and have text that relates to a person's search terms." (Google Ads Help, Landing page experience)5
- Relevance. A page about the exact project in the ad, with its real details, meets that test better than a page that makes the visitor search again. Our guide to landing pages that convert covers the details.
- Where the enquiry goes. An enquiry is only as good as the reply it gets. Find out whether enquiries reach you directly, go to a pool or wait for someone to pass them on, then see our guide to timely follow-ups.
- Measurement. Conversion measurement shows "which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity".6 To measure conversions on a website, Google gives you a Google tag or a code snippet "to add to your website or app".7 On a page you cannot edit, that is up to the page's owner.
- Current details. CEA requires listing information to be "kept current and accurate", and changed "immediately or as soon as practicable" when it changes.1 A page still showing an old price list breaks that rule, whoever owns it.
How do an agency page and your own website compare?
The agency page is ready to use, but your agency controls it. Your own site is yours to shape and measure, and yours to maintain.
| Agency project page | Your own website | |
|---|---|---|
| Set-up | Already built; you may only add your details | You build it, hire someone or use a builder |
| Content control | Your agency | You, within your agency's rules |
| CEA particulars | Your agency's; ask whether yours are shown1 | You must show all five on the page1 |
| Agency vetting | Through your agency's own process1 | Your agency must vet it before it goes live1 |
| Updates when prices or availability change | Your agency's job1 | Your job, as soon as practicable1 |
| Your Google tag for conversion tracking | Only if your agency adds it7 | You add it yourself7 |
| Where enquiries go | Ask how your agency routes them | To you, or wherever you set |
| Personal data | Collected through your agency's form | You collect it, with PDPA duties34 |
| Cost | Ask your agency | Domain, hosting or builder fees, plus your time |
| If you change agency | Your agency's site must stop referring to you1 | The domain stays yours; update your particulars and get it vetted again1 |
When is your agency's project page the better choice?
When you are not running your own ads, when your agency's team already advertises the page, or when you cannot keep a site up to date. In those cases a site of your own adds work without adding much.
- You share links, not ads. If you send the project to buyers you already talk to, by WhatsApp or email, a vetted and current agency page does the job. You need no tag because you know where those buyers came from.
- Your agency's team already advertises the page. Adding your own ads for the same page may put you up against colleagues for the same searches. Google's Unfair advantage policy gives "Trying to show more than one ad for your business, app, or site in a single ad location" as an example of what it does not allow.8 Ask your agency how it coordinates ads before you start.
- You have no time for upkeep. Every price change, sold-out unit type and status change has to reach your own page quickly.1 If you cannot promise that during a launch, let your agency's page carry the details.
- You need to start this week. Your agency's page is its own to keep compliant. Your own page needs your agency's review before it goes live,1 so build in the time.
When does your own website make more sense?
When you run your own Google Ads and want to manage the whole path from the search to your follow-up. Control matters most when you are paying for every click.
- Message match. You can write the page for your own keywords and ads, so the headline repeats what the buyer searched for.5
- Measurement and testing. You can add your Google tag, count each enquiry as a conversion and see which keywords bring real buyers.67 Our guide to Google Ads cost per lead shows how to work out what each enquiry costs.
- Your own follow-up. Enquiries come to you, so you choose the alerts, verification and CRM. Phone verification and spam screening help you call real buyers first; see our guide to protecting yourself from spam leads.
- Several launches in one place. If you market more than one project, one site can carry them all under your name, with each project's page matched to its own ads.
Do not count on free search traffic for a launch with a short selling window. Google says some changes "might take effect in a few hours, others could take several months",10 and that "No one can guarantee a #1 ranking on Google."11 For a launch, a page of your own earns its keep mainly through the ads you send to it.
What extra work does your own website bring?
You take on the jobs your agency's page does for you: particulars, vetting, wording, updates, personal data and Google's page rules.
- Particulars. Show your name, registration number and CEA-registered phone number, plus your agency's name and licence number. CEA's rules apply to "all advertisements on estate agents' websites, property advertisement portals and other marketing/information websites".1
- Vetting. CEA requires agencies to approve salespersons' advertising before it is issued, and says this "includes all contents and methods relating to internet advertising".1
- Wording before approval for sale. If the project is not yet approved for sale, show "pending approval for sale" and leave out words such as "New Launch" and "Sales Hotline".2 Our new launch landing page checklist lists every rule.
- Personal data. Tell people the purpose before they submit, get their consent and protect what you collect.3 The PDPC's guidelines for the real estate sector say a salesperson who is not an employee may be treated as a separate organisation under the PDPA, depending on the working arrangement with the agency.4 Ask your agency what its policy expects of you.
- Google's page rules. The domain in your ad must match the page people land on, and Google may disapprove ads whose page is "replicated from another source without adding value".9 If your page uses the developer's standard project text, add something of your own: your contact details, a clear next step and answers to the questions your buyers ask.
This article summarises CEA, PDPC and Google guidance as published on 12 Nov 2026. It is general information, not legal advice. Check the current documents and your agency's own rules before you publish a page.
Can you use both?
Yes. One workable split is to share your agency's page with buyers you already know, and send your own ads to your own page, where you can measure them.
Keep the two consistent. The price, availability and project status on your page should match your agency's page on the same day, and your page needs your agency's approval.1 If your agency's team also advertises its page, agree who bids on which searches before you spend.8
Our New Launch Website Builder lets you pick one of 200+ new launches from our directory, choose a template and publish on a free sub-domain or your own domain. Project content is pulled automatically from your agency database, builder sites can carry a phone-verified register form, and enquiries go into a CRM with CEA screening.12 The builder is included in both Agent Packages: 6 months at S$10,791.00 (quoted by our pre-sales team) or 12 months at S$16,763.11, including 9% GST, with Google ad spend billed separately as ad credits.13 It does not replace your agency's vetting, and you remain responsible for what your page says.
Frequently asked questions
Can I run my own Google Ads to my agency's project page?
Ask your agency first. The domain in your ad must match the page people land on,9 and you can add your own Google tag only if your agency allows it.7 If colleagues advertise the same page, remember that Google's Unfair advantage policy does not allow trying to show more than one ad for the same site in a single ad location.8
Does my agency still need to vet my own website?
Yes. CEA's guidelines require agencies to vet their salespersons' publicity and advertising before publication, and say this "includes all contents and methods relating to internet advertising".1
Who is responsible for enquiries collected on my own website?
It depends on your arrangement with your agency. The PDPC's real estate guidelines say a salesperson who is not an employee may be treated as a separate organisation under the PDPA.4 Either way, state the purpose before you collect details, get consent and protect the data,3 and ask your agency for its policy.
Will my own website rank on Google for the project name?
Sources
- Council for Estate Agencies, Practice Guidelines on Ethical Advertising PG 02-11, version 2.0, issued 29 Jun 2011, revised 10 Dec 2020, accessed 12 Nov 2026.
- Council for Estate Agencies, Practice Circular PC 04-13: Marketing of development projects where approval for sale has not been granted, 27 Jun 2013, accessed 12 Nov 2026.
- Personal Data Protection Commission, Advisory Guidelines on Key Concepts in the PDPA, revised 29 Apr 2026, accessed 12 Nov 2026.
- Personal Data Protection Commission, Advisory Guidelines for the Real Estate Agency Sector, 16 May 2014, accessed 12 Nov 2026.
- Google Ads Help, Landing page experience: Definition, accessed 12 Nov 2026.
- Google Ads Help, About conversion measurement, accessed 12 Nov 2026.
- Google Ads Help, Set up your web conversions, accessed 12 Nov 2026.
- Google Advertising Policies Help, Unfair advantage, accessed 12 Nov 2026.
- Google Advertising Policies Help, Destination requirements, accessed 12 Nov 2026.
- Google Search Central, SEO Starter Guide, updated 10 Dec 2025, accessed 12 Nov 2026.
- Google Search Central, Do you need an SEO?, updated 5 Jun 2026, accessed 12 Nov 2026.
- ProjectSG, New Launch Website Builder, accessed 12 Nov 2026.
- ProjectSG, Agent Packages, accessed 12 Nov 2026.
The ProjectSG team writes about Google Ads, lead generation and new launch marketing for Singapore property agents, drawing on campaigns we run every day.
Researched and drafted with AI assistance, then fact-checked and approved by a named ProjectSG reviewer before publishing. Last updated 12 Nov 2026. Read our editorial policy. Spotted an error? Email info@project.sg.
