Privacy Policy

This policy explains how Serene Lee (CEA Registration No. R027578Z), a salesperson with ERA Realty Network Pte Ltd (Estate Agent Licence No. L3002382K), collects, uses and protects personal data you share through sereneleeproperty.com. It follows Singapore's Personal Data Protection Act 2012 (PDPA).

1. What we collect

• Details you give us: your name, phone or WhatsApp number, email, and what you'd like help with, when you use the contact form, affordability calculator, HDB Upgrader Checklist, subscribe or referral forms, or the website chat assistant.
• Figures you enter into our tools: income, loans, CPF and property details in the calculator and checklist. These are used to produce your results and, if you send them to Serene, to prepare your follow-up.
• Referrals: a friend's name and contact details, only when you confirm your friend has agreed to be contacted.
• Chat messages: what you type to the website chat assistant.
• Usage data: pages visited, device and browser type, approximate location and how you arrived, collected through cookies and similar tools (see section 6).

2. Why we use it

• To reply to your enquiry and follow up by phone, WhatsApp or email.
• To prepare property advice, valuations, affordability breakdowns and shortlists you ask for.
• To send blog updates or newsletters, only if you subscribed. You can unsubscribe at any time using the link in every email.
• To keep records required for property transactions and by the Council for Estate Agencies (CEA), ERA Realty and the law.
• To understand how the website is used and improve it.

We will not send you marketing messages by phone call, SMS or WhatsApp unless you have given clear consent, in line with the Do Not Call provisions of the PDPA.

3. Who we share it with

• ERA Realty Network Pte Ltd, the estate agency Serene represents, where needed to serve you or meet compliance requirements.
• Service providers that run this website and its tools on our behalf: website hosting (Cloudflare), form and lead storage (Google), the chat assistant (Anthropic), email newsletters (our email service provider), lead notifications (Telegram), and website analytics (Google Analytics and PostHog). They may only use your data to provide their service to us.
• Parties to a transaction, such as banks, lawyers, other agents or HDB, only with your agreement and when you proceed with a transaction.
• Authorities, where required by law.

We do not sell your personal data.

4. Data stored outside Singapore

Some of the service providers above store data on servers outside Singapore. Where this happens, we take reasonable steps to make sure your data receives a standard of protection comparable to the PDPA.

5. How long we keep it

We keep your personal data only as long as it is needed for the purposes above or for legal and business reasons. Enquiries that do not lead to a transaction are reviewed and deleted when no longer needed. Transaction records are kept for the period required by law and CEA rules.

6. Cookies and analytics

This website uses cookies and similar technology from Google Analytics and PostHog to count visits and see which pages and tools are used. This data is used in aggregate to improve the site. You can block or delete cookies in your browser settings; the website will still work.

7. Website chat assistant

The chat assistant is an AI tool that answers general property questions. Your messages are processed by our AI provider to generate replies. If you share your name and contact details in the chat, they are passed to Serene so she can follow up. Please do not share NRIC numbers, bank details or other sensitive information in the chat.

8. Your choices and rights

• Withdraw consent: tell us at any time that you no longer want to be contacted, or unsubscribe from emails.
• Access and correction: ask what personal data we hold about you and how it has been used, or ask us to correct it.

We will respond within 30 days. Withdrawing consent may mean we can no longer help with your enquiry.

9. How we protect it

We use reasonable security measures, including encrypted connections (HTTPS) and access controls on the systems that store your data. No method of transmission over the internet is completely secure, so please avoid sending sensitive information through web forms or chat.

10. Contact us

For questions, access or correction requests, or to withdraw consent, contact Serene Lee at serenelcc@gmail.com or WhatsApp +65 8086 8568. You may also contact ERA Realty Network Pte Ltd at +65 6226 2000 or 450 Lorong 6 Toa Payoh, #03-01 ERA APAC Centre, Singapore 319394.

We may update this policy from time to time. The latest version will always be on this page.