SERENCE PLAYFORD

SENIOR MARKETING DIRECTOR

CEA License: R045464A

Introduction

SERENCE PLAYFORD is a property agent / real estate salesperson in Singapore, currently with ERA Realty Network. SERENCE PLAYFORD has earned her latest award of ERA Asia Pacific Elite Award category in Annual 2017. Apart from English, SERENCE PLAYFORD can also communicate with you in Mandarin (中文).

Recent new launch projects

Customer Reviews

T.B Wang (Seller)

31-May-21

1. Communication
2. Client Dedication
3. Value-added Services
4. Process Expertise
5. Market Knowledge
6. Reliability
7. Marketing Skills
8. Negotiation Skills

We're thankful to Serence who has helped to introduce Mr John Yeo to us in managing the sales of our property. Though Serence has been very quiet in our group chat discussion, and we understand that she has been keeping a closed track in our property sales progress as John is the main person assisting us. At times when we have any doubts or queries, Serence has been very helpful in supporting John with the reply as she knew that John is engaged with a client. Serence's advise has given us confident and peace of mind too. Both Serence & John have been a great team supporting us. Serence even made an effort to be present on our sales completion day at HDB (which she don't have to) which has touched our hearts. We're very grateful to have Serence supporting us and would strongly recommend her to all those in need of selling or buying a house.

Lim Zhuo Yan (Buyer)

27-May-21

1. Communication
2. Client Dedication
3. Value-added Services
4. Process Expertise
5. Market Knowledge
6. Reliability
7. Marketing Skills
8. Negotiation Skills

My girlfriend and I were first time buyers looking for our matrimonial home. We thank God for the many blessings He had shown us in this whole buying process through His divine providence including our getting to know Serence. We would like to commend her for her commitment and dedication to serving her clients. Since our first interaction over the phone, her passion for the real estate industry was obvious from her excitement over the numerous developments in Singapore, especially those in districts 9, 10, and 11. Serence built rapport and sought to understand us well. She took into consideration not only our needs and wants but also catered for our personalities and quirks. She then made use of these knowledge/information to recommend suitable projects and units to us. She was not pushy in her marketing/sales, and works strictly within the criteria/budget we provided. She gave us honest and appropriate feedback when we were evaluating different units. Even while maintaining a pro

Martha Fernandez (Buyer)

10-Feb-21

1. Communication
2. Client Dedication
3. Value-added Services
4. Process Expertise
5. Market Knowledge
6. Reliability
7. Marketing Skills
8. Negotiation Skills

I found Serence to be very spontaneous and supportive. She was patient to explain the process to me in detail as I had not purchased directly from developer before and there are many changes to the property market laws. Serence is honest and transparent. As a buyer it is important to have the trust of the Property Agent and to feel that your interests are being addressed. Kudos to Serence and I am glad that I have met her. I had already introduced her to a friend as a trusted Property Agent.

Erzwin Yem (Buyer)

08-Feb-21

1. Communication
2. Client Dedication
3. Value-added Services
4. Process Expertise
5. Market Knowledge
6. Reliability
7. Marketing Skills
8. Negotiation Skills

Serence is a true professional of real estate. Her strength lies in her industrial knowledge and its processes. We were very happy with the presentation of her work. Serence was also very proactive on all matters relating to our purchase. This reassured us that we were in good hands and allowed us to enjoy our property journey. Serence was also forthcoming in accommodating my family in all our meetings. She was able to connect to my children on the property purchased, which is very important to us. I would strongly recommend Serence to those who are looking for a good real estate professional.

Tan Jin Fu (Buyer)

29-Oct-20

1. Communication
2. Client Dedication
3. Value-added Services
4. Process Expertise
5. Market Knowledge
6. Reliability
7. Marketing Skills
8. Negotiation Skills

Serence is very professional and patient in explaining the details of property purchase. She is responsive in the questions that we have and are attentive to our needs. She listens to our concerns and ae to offer alternatives and solutions promptly. Over and above , we are very happy and liked the entire engagement process in securing our first property.

Elisa (Buyer)

29-Oct-20

1. Communication
2. Client Dedication
3. Value-added Services
4. Process Expertise
5. Market Knowledge
6. Reliability
7. Marketing Skills
8. Negotiation Skills
Alvin Chin (Buyer)

28-Sep-20

1. Overall satisfaction
2. Industry knowledge
3. Effort in sourcing and selling
4. Follow-up service
5. Beyond call-duty actions

Serence was extremely friendly and professional in guiding me through the process as I was a first time buyer. She followed up promptly for all my queries. Even provided me her insights on several properties around the district. Not only that, she provided me materials and suggestions for my renovation in the future. Rest assure that she will be there if you have any questions and even be there for you when you meet your solicitor during the last mile. Overall it was a pleasant experience to have her as my agent and will look for her for my future upgrades. Thanks so much Serence.

George Chiong (Seller)

16-Aug-18

1. Overall satisfaction
2. Industry knowledge
3. Effort in sourcing and selling
4. Follow-up service
5. Beyond call-duty actions

Serence first helped me with a tenancy for my apartment at Dunearn Court about 4-5 years ago. She is very professional, making all the arrangements and following up with the paperwork and appointments. She continued to impress both myself and the tenants. It was not easy dealing with the tenants, being a group doing a flat share, but she managed to help me manage everything very well. Serence took the time to learn and understand the issues, then explained them carefully to potential buyers. Even though she may have been able to secure a higher price or easier Sale by not highlighting the issues, she was adamant on being professional and responsible. Even though several potential buyers went away after understanding the concerns, she was undeterred and finally concluded a successful sale. Serence is a unique asset to your organization, and she represents the best of what the profession has to offer. She is an example to all, and I commend her to you without hesitation.

G Chiong (Seller)

14-Aug-18

1. Overall satisfaction
2. Industry knowledge
3. Effort in sourcing and selling
4. Follow-up service
5. Beyond call-duty actions

Serence is one of the rare breed of agents who defy any preconceived misconceptions about their profession. I first encountered Serence about 5 years ago when she introduced a tenant for my apartment. She was extremely professional in all our dealings, and was always responsive and responsible from the start of the tenancy to the day it ended some 4 years later. In the course of the tenancy, she took care of various issues and liaised with the tenants (which was not entirely easy as it was a group of them), and she impressed both the landlord and tenants. Even though her commission was not significant, it did not deter her from giving of her best. Just 2 months ago, Serence also helped me to sell another apartment. It was not a straightforward Sale, as the property had some unique qualities which had to be carefully explained to potential buyer support. She was careful to protect both my interest and that of the buyer. I would recommend her without hesitation.

David Yoh (Seller)

13-Aug-18

1. Overall satisfaction
2. Industry knowledge
3. Effort in sourcing and selling
4. Follow-up service
5. Beyond call-duty actions

I would like to place a record of my appreciation towards one of your ERA Agent, Serence Playford (R045464A) for her excellent customer service. She took the effort to understand the landlord's requirements and also kept us updated on the status of the viewings, potential tenant profile, negotiation on offers to securing the tenants etc. She was very committed in trying to secure the tenant for our unit and managed to obtain a tenant in a short period of time, despite the unit was facing a construction site then. Also, we found her to be very helpful in assisting both the Tenant's & Landlord's for issues that occurred in the unit, despite her duties ended once the unit was handed over. I would certainly recommend Serence to our friends who require real estate assistance and would be using her in the future for all our real estate needs. ERA Realty Network Pte Ltd is blessed to have Serence, as one of their Professional Property Agent in their company.

Yeo Boon Ling And Carolyn Chian (Seller)

03-Aug-18

1. Overall satisfaction
2. Industry knowledge
3. Effort in sourcing and selling
4. Follow-up service
5. Beyond call-duty actions

My wife and I had the privilege and benefit of having Serence act for us in the last 5 years or so in leasing out our apartment at Dunearn Court. Serence impresses us as a very hardworking and trustworthy agent. She is not only responsible but goes out of her way to get things done. She provides sound advice and solutions predicated on prevailing market conditions. She even helped to source for furniture, contractors, etc and see to their delivery and installation. In the time that our apartment was leased out, we were totally dependent on Serence to remind us and follow up with the tenants each time the lease was approaching expiry. Serence has a very friendly and approachable disposition, which makes dealing with her a joy. We wish to acknowledge and commend her on her efforts and to say that she’s a great asset to ERA.

Victor Ng (Buyer)

31-Jul-18

1. Overall satisfaction
2. Industry knowledge
3. Effort in sourcing and selling
4. Follow-up service
5. Beyond call-duty actions

We first meet Serence when we viewing our shortlisted resale hdb. She is the seller's property agent while we are the DIY buyers. Before that we have went through few round of house viewing with few seller agents, to be honest Serence is the one who impressed us in the way she manage to explain every corners, the pro and con of the property as well as the surrounded market value methodically. Her professionalism is one of the factor that we decided to purchase this resale flat unit in charged by her. Subsequently when we went through the resale application and first appointment process, Serence was enthusiastic in helping us to answer the doubt that we faced, although this is not the job scope she require to do. We appreciated for her help and thanks to her, our whole HDB buying process is extremely smooth and gotten our house key after months of waiting.

Yeo Boon Ling (Seller)

31-Jul-18

1. Overall satisfaction
2. Industry knowledge
3. Effort in sourcing and selling
4. Follow-up service
5. Beyond call-duty actions

Thoroughly trustworthy, diligent and dependable with assignments. Goes out of her way to achieve the best for her clients. Pleasant personality and a joy to deal with.

Victor Ng (Buyer)

30-Jul-18

1. Overall satisfaction
2. Industry knowledge
3. Effort in sourcing and selling
4. Follow-up service
5. Beyond call-duty actions
Customer

03-May-17

I would like to compliment Serence on the service she has rendered to us during our resale of flat. Below are my comments. We got to know Serence through work, corporate leasing of apartment. She was very helpful, professional and meticulous, often went an extra milestone providing us assistance. Her professionalism was why we decided to approach her for resale of our flat. We was impressed when she did her homework and studied the market value of the properties our area before calling us to discuss about the details of resale flat, and at this point we have yet confirmed appointing her as our official agent. Serence went an extra mile, ensuring that all the sellers are comfortable with her before we proceed to next step. Since our parent was involved in the resale process, Serence tactfully speak to all parties to ensure clear communication and good understanding of the procedures and cost. Serence was very transparent and gave us valuable advice and drew a timeline which really helped us in planning ahead, making our resale process smooth and successfully within timeline. In addition, Serence made herself available to attend all our meetings with buyers and always there when we need to meet officers from HDB to ensure everything is in place for our convenience. We are very thankful to have her as our agent! -- Best wishes Cheong Eileen

Customer

30-Jun-16

am reaching out to commend Serence on her excellent service. My working relationship with her started because of strong recommendations from several of my co-workers. I had heard that she was efficient, detail-oriented, personable, and had a great understanding of her clients' needs. So in the middle of 2015, when I was travelling for work and pressed for time to find a new flat, I reached out to her. After a quick chat about budget and preferred locations, Serence soon reverted with her recommendations. She coordinated viewings, helped negotiate a contract, and close the deal. She also took the extra step to manage details that first-time renters like me might overlook. She was also very helpful throughout the year-long lease, specifically with facilitating speedy communication with the owner over matters like routine repairs and viewings for new tenants. Just like my co-workers recommended Serence to me, I would recommend her to others as well. Sincerely, Andrea Cid

Customer

14-Jun-16

wanted to pass along my recommendation for Serence Playford. She actively manages our apartment at Pinetree Condominiums in Balmoral. As American expats arriving in Singapore, we didn’t have much luck finding a satisfactory living space. But, thankfully, Serence was recommended to us by friends. Within weeks, Serence found us a spacious apartment that was perfect for our growing family. We have enjoyed living here since day one and having Serence as a support has been great. She responds quickly to any problems or questions and is always engaged. Recently, our AC unit broke down and there was trouble finding a replacement part. This was a concern as my wife was pregnant and needed to be comfortable during her 2nd trimester. Thankfully, Serence somehow found a way to get us a brand new air conditioner! The unit is beautiful and works great. What a blessing. Thank you, Serence! Steve Harkin

Awards Received (5)

ERA Asia Pacific Elite Award

Annual 2017

Top 500 Achievers

Annual 2017

Top 100 Achievers

Q1 2017

ERA Million Dollar Club

Dec 2016

Top 50 Achievers

Sep 2016

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Language Spoken

  • English
  • Mandarin (中文)

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