ERA to Equip Nearly 9,000 Property Agents for AI-Driven Future, Unveils ERA-GPT

ERA Realty Network (“ERA Singapore”) is accelerating its AI transformation across its nearly 9,000-strong salesforce, unveiling ERA-GPT, as a new conversational gateway to its property intelligence and digital tools, alongside a partnership with NTUC LearningHub that will give its 8,780 trusted advisers unlimited access to more than 200 AI training programmes and upskilling opportunities. 

The move builds on strong AI adoption across ERA, where more than 75% of agents already use AI capabilities within SALES+, generating approximately 590,000 AI queries and up to 113,000 AI-generated property reports. Together, ERA-GPT and the NTUC LearningHub partnership mark ERA's next phase of AI transformation, combining technology and workforce training to help agents spend less time searching for information and more time advising clients on major property decisions.

Both announcements were made at ERA’s Mid-Year Leaders & Achievers Conference (MYLAAC) 2026 at Marina Bay Sands Expo & Convention, which was graced by Mr Desmond Tan, Senior Minister of State (SMS) in the Prime Minister’s Office and Deputy Secretary-General of the National Trades Union Congress (NTUC). The conference also recognised its top leaders and achievers across various categories. 

Mr Desmond Tan, Deputy Secretary-General of NTUC said, “Artificial intelligence is not a substitute for human capabilities. In a people-centred profession like real estate, qualities such as trust and relationship-building remain essential. AI can enable workers to be more productive in some areas of work, while they focus on higher-value interactions. Through NTUC's AI-Ready SG initiative, we are helping workers build AI literacy, while supporting companies in adopting AI to create better jobs and opportunities for workers. We are heartened to see ERA Singapore investing in both AI tools and skills development, enabling its agents to harness technology effectively and continue to deliver the personalised advice and service that clients value.”

From searching for information to simply asking ERA-GPT

Instead of navigating multiple tools and sources to find information, ERA agents piloting ERA-GPT will be able to ask questions conversationally, much like interacting with a digital assistant, which will also support 24 languages progressively. 

An agent could, for example, ask for relevant property or market information, seek guidance on ERA's tools and workflows, or retrieve operational and compliance information. ERA-GPT will interpret the request and guide the agent towards the relevant information or action within ERA's ecosystem.

Integrated into ERA's proprietary SALES+ platform, ERA-GPT is designed to make the agency's extensive property data and digital capabilities easier for agents to access and apply in their everyday work.

Mr Marcus Chu, Chief Executive Officer of ERA Singapore, said: “AI will not replace the trust between an adviser and a client.  But an adviser who knows how to use AI will have an advantage. Clients can get information anywhere today. What they need from us is good judgement and good advice. That is why we continue to invest in SALES+, which has more than 30 AI-powered applications and over 500 capabilities.”

ERA-GPT builds on widespread AI adoption across SALES+

SALES+ has integrated more than 30 AI-enabled applications aimed at improving different aspects of an agent's workflow. ERA-GPT will serve as a new conversational layer across these capabilities, allowing agents to find and use relevant tools and information more intuitively.

Unlike general-purpose AI assistants, ERA-GPT is designed specifically for Singapore real estate. It draws on ERA's proprietary data, official government sources and relevant property information, while using multiple AI models to provide more localised and property-specific responses. It can also take into account the trusted adviser's profile, activity and previous interactions to provide more personalised assistance.

Future development could see ERA-GPT move beyond answering questions to providing proactive recommendations, analysing documents and automating selected workflows.

Pairing AI technology with AI skills

ERA, a unionised company under the Singapore Industrial and Services Employees’ Union (SISEU), also signed a Memorandum of Understanding (MOU) with NTUC LearningHub at MYLAAC, marking a broader effort to ensure that technology adoption is accompanied by workforce upskilling.

Through the partnership, ERA's 8,780 trusted advisers will gain access to more than 200 AI training programmes from NTUC LearningHub, catering to different levels of AI proficiency. This will complement ERA's existing in-house AI training tailored to real estate workflows.

The collaboration will also explore curated AI learning pathways through NTUC LearningHub's Learning eXperience Platform (LXP), relevant training and funding support for enterprise transformation, and joint outreach programmes to encourage continuous upskilling.

The MOU was signed by Mr Marcus Chu, Chief Executive Officer of ERA Singapore, and Mr Jeremy Ong, Chief Executive Officer of NTUC LearningHub, and witnessed by Mr Desmond Tan, Senior Minister of State in the Prime Minister’s Office and Deputy Secretary-General of NTUC.

Mr Jeremy Ong, Chief Executive Officer of NTUC LearningHub said: “AI is fundamentally reshaping how work is done, and its impact will only deepen as new capabilities and applications continue to emerge. For organisations, the opportunity is not simply to adopt the latest technology, but to ensure that their people have the awareness, human skills and confidence to harness it meaningfully and responsibly. This requires a deliberate approach to workforce transformation, where technology adoption and capability building go hand-in-hand. Our partnership with ERA Singapore reflects this shared commitment. By equipping its agents with relevant AI capabilities alongside the introduction of AI tools, we can help them translate the possibilities of AI into practical workplace applications, greater productivity and better outcomes for the customers they serve. Ultimately, organisations that invest in both their technology and their people will be better positioned to navigate change and capture the opportunities of an increasingly AI-enabled economy.”

From AI Adoption to AI Empowerment

In 2024, SMS Tan addressed ERA's real estate salespersons on AI empowerment and the importance of preparing workers for a changing economy. His return to MYLAAC 2026 marks the next stage of that journey, from encouraging AI adoption to embedding AI tools and structured upskilling into agents' everyday work.

ERA will continue developing ERA-GPT during its pilot phase and expanding AI capabilities across SALES+ as part of its broader strategy to equip its workforce for an increasingly AI-enabled real estate industry.