Special Feature

Beyond the transaction: Why selling difficult homes changed the way Jay Peck sees the property market

July 24, 2026 3:00 PM SGT

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The experience of selling challenging prime homes has shaped Jay Peck’s approach to real estate, combining market insights, buyer psychology and a deep understanding of each client’s objectives. (Photo: EdgeProp Singapore)

A $3 million resale three-bedroom condo. Most people would immediately assume it is a freehold apartment in District 9 or District 10. But what if it were a 99-year leasehold condo instead?

That is precisely the segment where Jay Peck has quietly built a reputation this year.

Between January and May 2026, 314 resale three-bedroom condos changed hands above the $3 million mark. Yet only 69 of those transactions involved 99-year leasehold developments.

Among those 69 transactions, District 4 recorded the highest volume, with Reflections at Keppel Bay accounting for eight sales. Peck was involved in three of them.

Selling homes in this segment is rarely just about finding buyers who can afford them.

Beyond individual transactions, Peck believes that lasting client relationships are built on thoughtful advice. Grounded in continuous market research, strategic thinking and a deep understanding of each client’s long-term goals. (Photo: Jay Peck)

At this price point, purchasers are comparing resale leasehold condos against brand-new launches, freehold developments and even landed homes. Buyers become increasingly selective because every option appears attractive on paper.

Projects such as Reflections at Keppel Bay present another layer of complexity. Beyond the common perception that leasehold luxury projects may not appreciate as strongly, every home within the development is remarkably different.

Layouts vary from stack to stack, high-rise towers appeal to different buyers than villa apartments, and unconventional floor plans mean each unit attracts a different audience.

To Peck, that means the transaction begins long before a viewing.

“Usually after about an hour with a buyer, I’ll know whether Reflections genuinely suits them. If it doesn’t, I’ll tell them honestly. There’s no point spending weeks viewing homes that were never the right fit.”

That consultation often extends beyond Reflections itself. Along the Keppel Bay waterfront, neighbouring developments such as Caribbean, Corals and The Reef each appeal to different buyer profiles.

Likewise, for sellers, Peck believes success isn’t measured by the number of viewings arranged.

“I’d rather conduct fewer viewings with the right buyers than many viewings with the wrong ones. If buyers already understand why a property suits them before they arrive, the conversation becomes far more meaningful.”

His work isn’t confined to one development either. During the same period, he also transacted a resale leasehold two-bedroom apartment above $2.4 million and a resale leasehold four-bedroom apartment above $4.85 million.

“I don’t specialise in easy-to-sell homes,” he says. “I specialise in homes that require strategy.”

Through market analysis and educational content on his YouTube channel, Peck shares the research and insights that shape his recommendations, helping buyers look beyond launch-day excitement to long-term value. (Photo: Jay Peck)

Looking beyond today’s market

Selling higher-quantum resale homes also led Peck to ask a different question.

Why are buyers comfortable paying more than $3 million for a new leasehold condo, yet become far more cautious once that same property enters the resale market?

The numbers surprised him.

During the same January to May 2026 period, approximately 353 new-launch, 99-year leasehold three-bedroom homes above $3 million were sold — more than five times the number of comparable resale transactions.

That observation changed the way he approached research.

“Every new launch buyer eventually becomes a resale seller. The decisions made today determine how easy — or difficult — that resale journey will be years later.”

Rather than focusing only on launch prices, Peck began studying what actually drives resale demand.

He found that buyer preferences vary significantly across Singapore. Certain districts consistently favour efficient layouts, while others place greater emphasis on kitchen configuration or family-sized spaces. Even neighbouring precincts can produce very different resale outcomes despite having similar price points.

“There isn’t a single formula that works everywhere,” he says.

“Understanding the local buyer profile is often more important than simply looking at headline prices.”

That research gradually evolved into the market analysis many homeowners now recognise through Peck’s YouTube channel, where he examines not just launch prices, but future supply, buyer psychology, competition and long-term exit strategy.

To him, analysing new launches isn’t about predicting the next hot project.

It is about understanding which developments are likely to remain attractive years after they become resale homes.

United by a shared commitment to continuous learning, strategic thinking and exceptional client service, Peck’s team embraces the same principles to deliver thoughtful advice and long-term value for every client. (Photo: Jay Peck)

Building strong foundations

Peck’s analytical approach can also be traced back to an unusual career decision.

While many new agents aspire to enter the condo market immediately, he intentionally started in HDB resale.

His reasoning was simple.

HDB transactions arguably involve some of the most complex regulations in Singapore’s residential market — from eligibility rules and grants to financing structures, family nucleus requirements and changing government policies.

“If I could understand HDB well, I believed it would make me a better adviser regardless of which property segment I eventually entered.”

For the first four to five years of his career, Peck focused heavily on HDB transactions before gradually expanding into resale condos, luxury homes and eventually new-launch analysis.

Looking back, he believes every stage taught him something different.

HDB sharpened his understanding of regulations.

Reflecting Peck’s belief in developing each agent’s unique strengths, his associates have earned recognition across diverse real estate segments—from private residential to commercial and industrial properties. (Photo: Jay Peck)

Resale taught him negotiation and buyer psychology.

Luxury homes required a deeper appreciation of positioning and strategy.

New launches strengthened his ability to analyse future demand rather than simply current demand.

Today, that experience also shapes the way he mentors agents within his team.

Rather than encouraging everyone to follow the same path, he helps each agent build on their own strengths. Some have transitioned well from the HDB market into the private residential market, others specialise in commercial and industrial properties, while Peck himself has recently begun exploring Singapore’s landed housing segment alongside a member of his team.

Peck’s vision: A knowledge-sharing platform where specialists in different segments collaborate, elevating everyone’s capabilities. Realtors learn from each other, and the team becomes stronger not through scale, but through intentional, personalised development.

“There isn’t one formula for building a successful real estate career,” he says.

“Every agent has different strengths. My role is to help them become exceptional in the areas where they create the most value.”

For Peck, selling homes, researching the market and mentoring agents are all driven by the same belief.

The better you understand the market, the better decisions you can help people make.

Core promise: Fair pricing, deep understanding

When asked why clients should trust him, Peck’s answer is direct: “I usually know what is the best product for you, and it’s not something that will shortchange you for the sake of my own sales.”

This promise is embedded in every step of the business. By understanding properties with architectural precision and buyers with psychological insight, Peck identifies true matches.

He knows when a buyer is overpaying for assumptions rather than reality. He knows when a seller is underpricing their property due to misguided beliefs about their property’s value.

In a market rife with information asymmetry, this becomes Peck’s foundation of sustainable success — clients who feel protected quickly become strong advocates.

For Peck, a successful team extends beyond professional development. Shared experiences, genuine camaraderie and a culture of collaboration strengthen the knowledge-sharing environment that benefits both agents and clients. (Photo: Jay Peck)

Long-term vision

Peck aims to build a team of realtors operating as a knowledge-sharing collective. His broader mission is to help more clients receive fair pricing and demonstrate that real estate excellence isn’t only about transaction volume, but about depth of understanding and integrity in execution.

That may sound simple, but in real estate it is anything but. A large part of the industry still relies on speed, volume and persuasion.

Peck represents another model: one built on analysis, empathy and the patience to solve hard problems properly. He is making difficult decisions feel manageable, and complex transactions feel seamless.

In a market that rewards credibility, that may be the strongest asset of all.