Special Feature

20 years of faith, excellence & loyalty: Lincoln Choo’s journey from engineer to elite realtor

August 22, 2025 5:00 PM SGT

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Real estate is not just a transaction. It’s a high-trust mission. — Lincoln Choo (Picture: EdgeProp Singapore)

In an industry where agents often chase quick wins and short-term gains, Lincoln Choo stands out as a force of consistency, loyalty, and exceptional results.

Celebrating his 20th year with ERA, Choo is not only the Division Director of FAITH Division but also one of the longest-standing top performers in the company’s history.

Year after year, his name appears frequently among ERA’s elite in the top 0.01% of producers boasting more than 100 accolades and 1,000 sales transactions. But to Choo, numbers are just one part of the story.

“This 20-year journey is not about being an expert,” he reflects. “It’s about journeying with families, stewarding their homes and wealth, and being present — season after season.”

One of Choo’s proudest moments of his life, at the 30/97 OCS Commissioning Parade attended by his parents. (Picture: Lincoln Choo)

From missions to mansions

Choo’s foundation was laid in the most demanding environment: the Singapore Armed Forces. A Sword of Merit recipient and Commando Officer who ranked seventh in his Officer Cadet School cohort, Choo says his military background shaped his mindset.

“Discipline, precision, and leadership — these are values I bring into every deal,” he adds. “Real estate is not just a transaction. It’s a high-trust mission.”

Even during challenging times such as the Global Financial Crisis, SARS and, most recently, Covid-19 and multiple cooling measures from the government, Choo remained grounded, drawing from his early military training to navigate adversity with composure and resilience.

Choo: A new milestone achieved for my family — your home is where your heart is! (Picture: Lincoln Choo)

Rebuilding from the ground up — twice!

What truly separates Choo from the average agent is his real-world experience in landed home reconstruction. Having rebuilt two of his own landed homes from scratch, Choo is not only well-versed in design and compliance — he has lived it.

“Many agents can talk about land value,” he says. “But few have personally walked through the process, from URA submissions to architectural planning to selecting the right builders. I have. Twice.”

This hands-on experience is a game-changer for landed home clients. He often walks with clients, sketching possibilities and flagging potential concerns. Choo has experienced various problems first-hand, such as the loss of a six-figure deposit to a scam developer, and wishes to prevent his clients from making the same mistake.

It is both a form of strategic advisory most agents cannot offer and one of the reasons why high-net-worth individuals in Singapore’s most discerning enclaves repeatedly turn to Choo.

A business built entirely on trust

One of Choo’s most remarkable achievements is his rare 100% referral-based business model. Over the past 20 years, he has consistently closed multi-million-dollar landed and luxury condo deals through strong referrals and relationships.

“My customers’ success, not my marketing plan, has been my priority all these years,” Choo reveals. “Yet, by God’s grace, I’ve been consistently at the top — not just once, but every single year. That’s something I treasure deeply and am forever grateful to Him!”

Choo’s real estate journey is also a deeply personal one.

Inspired by his late father, Choo sees real estate as not just a job, but also a way to contribute to society with integrity and honour.

“My father taught me the importance of sincerity and leading with heart,” he shares. “That stayed with me, even when deals didn’t go my way.”

One defining story involved a client who was unable to sell his property for years. Choo stepped in and secured a record price that broke the district record for the past 30 years! It was a turning point which taught him that perseverance, not pressure, yields results.

Choo receiving the ERA Millionaire 2023 award from Marcus Chu, CEO, and Doris Ong, Deputy CEO of ERA Singapore. (Picture: Lincoln Choo)

Staying authentic in a digital world

While Choo is rooted in tradition, he has embraced modern platforms to stay connected with today’s audience. You’ll find him on Facebook, TikTok, Instagram, YouTube and XiaoHongShu, sharing stories of builds, sales and the realities of high-stakes property decisions.

“It’s about being real. People want to know who you are, not just what you can sell,” he explains.

Choo celebrating his second Millionaire Milestone with Dave Liew, his real estate mentor from Day 1. (Picture: Lincoln Choo)

A tribute to mentorship, family and legacy

Choo remains deeply grateful to his long-time mentor from Day 1 at ERA, Dave Liew, as someone who believed in his potential even when he doubted himself. He also credits his family and his late father, Sam Choo, for developing his integrity and deep sense of responsibility and leaving him a legacy that is hard to duplicate. His late father remains his role model and anchor in his life.

“This 20-year milestone is not just about success. It’s about being consistent. It’s about remembering who stood by me when things weren’t easy. I’m here because of them.”

ERA’s enduring top performer

Lincoln’s accolades reflect his consistency. Among the most notable are:

ERA Millionaire 2022 / 2023

ERA Rising Millionaire 2021 / 2024 / 2025

ERA No.1 TOP Resale Achiever (Landed) – Q1 2023

ERA Mahogany Diamond Achiever for May 2022 - $1 million in Commission in a single month!

ERA No.1 Top Resale Achiever (Overall) for May 2022

ERA No.1 Top Resale Achiever (Condo) for May 2022

ERA Overall No.1 Top Producer in Sept 2012

ERA Overall No.1 Top Producer in Dec 2009

Exclusive Pioneer Member of PLUSH By ERA

Exclusive Pioneer Member of DIAMONDS By ERA

ERA Multi-Million Dollar Club - 2007 to 2025

ERA Asia Pacific Elite Awards - 2007 to 2025

SEAA - “Platinum” Salesperson Achievement Award - 2022 / 2023 / 2024 / 2025

EdgeProp - Exclusive Member of Realtors Round Table - 2024 & 2025

Yet, when asked what he values most, Choo says: “Being someone clients can truly count on — with a 101% peace of mind — that’s the real achievement.”

At the event “Conversation with CEO” with Marcus Chu, CEO of ERA Singapore, ERA Asia Pacific and APAC Realty. (Picture: Lincoln Choo)

Final word: A legacy of quiet strength

As Singapore’s property market continues to evolve, sellers are bombarded with choices. But for those looking for trust over trend, legacy over hype, and experience over flash, Choo offers something rare.

“I’m not here for two years. I’m here to stay,” he says with conviction. “This is not a job. It’s a journey — one I’m still passionate about, every single day.”

And after 20 years of top-tier service and passion, Choo is just getting started.