Special Feature

From millionaire realtor to trailblazer: Rayne Chua’s leap to Keller Williams Singapore

October 10, 2025 7:22 PM SGT

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Rayne's move to KW Singapore marks a bold step from proven success to pioneering leadership. (Picture: EdgeProp Singapore)

When Rayne Chua made the bold move to become Keller Williams Singapore’s (KW Singapore) first new launch director and brand ambassador on June 30 this year, it raised eyebrows across the industry.

After all, she had already achieved consistent millionaire status in her previous agency, closing over $1.5 billion worth of transactions in 2024 and leading high-performing teams. Why take the risk of joining an international brand?

When KW Singapore was preparing to establish its presence, Melvin Lim, a veteran in the real estate industry for the last 18 years, whom started as a realtor, to business founder of MediaX (a creative real estate agency with 90 creatives) and PropertyLimBrothers and now as the master franchisee for KW Singapore invited Rayne to take up the role of New Launch Director for KW Singapore.

It was an offer that aligned perfectly with her decade-long expertise in project marketing and her proven track record of training and leading sales teams.

Chua was an Elite member of the 2024 EdgeProp Realtors' Roundtable. (Picture: EdgeProp Singapore)

What sets KW Singapore apart

As the world’s largest property franchise with a presence in over 60 regions and over 220,000 realtors worldwide, Keller Williams has entered Singapore with an unconventional model: one that emphasises AI technology, media, brand positioning, growth, revenue sharing and a global network of realtors for cross collaboration.

Unlike traditional agencies, KW Singapore operates an asset-light model with a realtor-first philosophy. Realtors enjoy up to a 94:6 split once a level of performance has been achieved in a 12-month calendar, meaning up to 94% of commissions stay in their pockets, while only 6% goes to the company.

The real differentiator, however, is the growth sharing model. Realtors can build passive income by inviting fellow peers into the KW network and expanding their growth share revenue tree, with up to 2% introducer fees. This is on top of the traditional Manager Overriding Income, should one choose also to be a Manager.

This model even includes a legacy factor: growth share income is passed down to beneficiaries, ensuring that realtors’ loved ones continue to benefit from referral pay-outs long after they’re gone, creating intergenerational wealth.

“It’s true passive income,” says Chua. “Realtors not only earn from sales but also from coaching and introducing others into the community. It’s a self-retention model that reduces attrition and fosters exponential growth.”

She adds, “It’s not just active income from sales anymore. You can coach and build others, but even if you’re not actively doing so, the referral model ensures your family continues to benefit.”

Chua leads KW Singapore’s new launch strategy with over a decade of project marketing expertise. (Picture: Rayne Chua)

Global brand, global edge

Keller Williams’ arrival in Singapore also plugs realtors into a global ecosystem, a competitive advantage distinct from local agencies. This includes:

Exclusive Canva membership partnerships for design and content creation

KW Command App, a CRM and advertising tool, is backed by both local staff and international research teams

Google Workspace with Gemini Pro AI and unlimited G-Drive storage

KW University with more than a hundred training syllabi on Lead Generation, Positioning, Listing Presentations, and Consultation.

KW Singapore’s MREA, Realtor Branding, Multiplier Masterclasses that empower realtors to become consultant-level practitioners to value-add further to their clients

At the HQ level, the team also runs a unique lead generation model for new launches, the first of its kind in Singapore. The lead generation support is a bonus on top of their own lead generation, allowing realtors to focus on client servicing and sales.

“Very few realtors in this competitive landscape can truly differentiate themselves,” says Chua. “We help them use AI, content creation and brand positioning to carve out a niche and stand out.”

Rayne's group has doubled to over 80 realtors, with 40 joining her from her previous agency. (Picture: Rayne Chua)

Rayne Chua’s new launch focus

With more than a decade of success in project marketing, Chua is perfectly positioned to lead Keller Williams’ new launch strategy. In her first three months, she has already:

Brought in KW Singapore’s first developer partnership (GuocoLand’s project at Springleaf Residence, achieving 55% sales conversions during launch)

Trained all KW realtors across the company on new launch sales strategies

Double her group to over 80 realtors, out of which 40 followed her from her previous agency.

Her track record speaks volumes: 70% of her team’s transactions come from new launches, and she continues to manage portfolios ranging from high-net-worth investors to aspiring HDB upgraders.

Yet Chua is quick to acknowledge that the journey is not without its challenges. The pace is fast, the learning curve steep, but the potential for exponential growth is significant.

Her track record alone commands attention. In 2024, she achieved more than $1 million in commission, with a high percentage coming from project marketing.

The KW Singapore HQ runs an in-house lead generation model designed to boost new launch sales. (Picture: Rayne Chua)

From educator to leader

Before real estate, Chua spent 16 years in education, rising from a teacher to a senior specialist with the Ministry of Education.

Her leadership style today reflects that background: it is focused on mentorship, structured training, and empowering others to achieve breakthrough results.

“Developing consultants to value-add to clients’ journeys is at the heart of what I do,” she says.

“It’s the same approach I had in my previous agency, but now with KW Singapore, I have the global tools, media support and ecosystem to scale it further.”

From risk to reward

Chua admits the move was a leap of faith. Despite teething issues starting and abandoning an almost guaranteed millionaire run, the promise of a holistic, sustainable model convinced her. “This isn’t just about sales anymore: it’s about achieving the next breakthrough whilst building a legacy for myself and my consultants,” she adds.

The momentum has been strong. In just over three months, her team has expanded rapidly, secured developer partnerships and positioned itself as the go-to new launch division at KW Singapore.

Chua’s leadership style is rooted in mentorship, structure and empowerment from her years in education. (Picture: EdgeProp Singapore)

Calling future leaders

For Chua, the next stage is team growth and leadership development. She is looking for realtors with a 100% willingness to learn and a strong entrepreneurial mindset: Individuals eager to leverage AI tools, brand-building strategies and the global KW platform.

Her message is simple: “If you’re looking to scale your business, break through income ceilings, and build a lasting legacy, this is the place.”