How PropertyGuru reached Gen Z before they started house hunting

PropertyGuru has revealed that it was the brand behind "The moving out show", a nine-part Gen Z-focused microdrama that amassed more than 3.3 million organic views across TikTok and Instagram before audiences knew who created it.

Launched from brand-new TikTok and Instagram accounts with no visible association to PropertyGuru, the series was not cross-posted on the brand's own social channels or supported with paid amplification. It surpassed one million combined organic views within its first 48 hours and went on to reach 3.3 million organic views by the finale.

In conversation with MARKETING-INTERACTIVE, Rita Goh, head of social at PropertyGuru Singapore, said the campaign was designed to reach Gen Z consumers before they begin actively searching for a home, at a stage when they are already thinking about independence and having a space of their own.

"Keeping the series unbranded allowed the story to connect first, without audiences feeling like they were watching an ad," said Goh. "For us, success meant reaching the right audience organically, building conversation around Gen Z independence, and learning how to engage this generation in a more relevant way."

Don't miss: PropertyGuru honours property agents with SG60 streetwear drop

The reveal coincided with the release of a PropertyGuru survey of 406 Singaporeans aged 21 to 29, which found that four in five Gen Z respondents want to move out of their family home, although only 15% have done so. On average, those considering the move have been thinking about it for 13 months.

According to the survey, freedom was the leading motivation for moving out, cited by 32% of respondents who want to leave home. At the same time, 42% said they have a good relationship with their family, while more than half admitted feeling guilty about wanting to move out, suggesting that many young Singaporeans are balancing a desire for independence with strong family ties.

The research also highlighted the practical challenges facing prospective movers. Cost emerged as the biggest barrier, with 32% pointing to financial constraints, while 27% said they did not yet feel ready to live independently. Among those planning to move out, 37% said they would like to have at least SG$20,000 in savings before taking the step.

The campaign was created to reach young Singaporeans before they enter the active property search journey, recognising that many begin thinking about home long before they are ready to rent or buy. According to Goh, the company chose a microdrama because the tensions around moving out are built from small, familiar moments at home, making short-form episodic storytelling the right fit. She added: 

On social, audiences decide very quickly whether to keep watching, so each episode had to be immediate, relatable and easy to follow.

Launching the series through a standalone TikTok and Instagram account also allowed the brand to test whether the story would resonate on its own before revealing PropertyGuru's involvement.

"That gave us more honest organic signals from the audience, from how they engaged with the episodes to the comments and conversations the story sparked," Goh added. She noted that PropertyGuru also worked with Gen Z creators as cast members to keep the focus on authenticity and storytelling rather than a direct brand message.

The campaign also saw viewer engagement grow as the series progressed, with completion rates increasing from 16% for the first episode to 36% by the third.

According to Goh, the series garnered 3.3 million organic views by the time the finale aired, after surpassing one million views within its first 48 hours without paid support. Episodes averaged a 33% completion rate, while more than 68% of viewers were Gen Z, signaling that the campaign successfully reached its intended audience.

The final episode shifted from fictional storytelling to documentary-style content, featuring Gen Z Singaporeans sharing their own experiences of moving out before PropertyGuru revealed itself as the creator behind the series. Goh said audience reactions reinforced the team's decision to hold back the brand reveal until the finale.

"Viewers were not just saying the story was relatable; they were recognising the exact family dynamics, conversations and tensions shown in the series," she said. "That gave us confidence to keep the brand reveal until the finale. We wanted audiences to stay with the story and characters first, before introducing PropertyGuru as the brand behind it."

She added that "The moving out show" forms part of PropertyGuru's broader strategy to build relevance with younger audiences before they enter the property market.

"Strategically, this is about cultural relevance. We want PropertyGuru to be part of the conversations that shape how Singaporeans think and feel about home, not only when they are ready to transact," Goh explained. 

The platform's role has evolved beyond property listings to helping Singaporeans navigate different stages of their housing journey. Approximately 46% of 18- to 24-year-olds already turn to PropertyGuru for property information, while 40% say property guides are important to them.

Sarah Lim, marketing director at PropertyGuru Singapore, said the campaign deliberately avoided leading with the brand so that Gen Z audiences could connect with the story on a personal level. She added that the series, culminating in real-life accounts from young Singaporeans, was intended to portray the uncertainty, excitement and personal nature of gaining independence in an authentic way.

The latest campaign builds on PropertyGuru's efforts to engage Singaporeans through culture-led marketing. Last year, the property platform turned neighbourhood pride into a citywide campaign that combined out-of-home advertising, mascots, influencer storytelling and platform integration. The month-long initiative invited Singaporeans to vote for the region they felt most connected to, attracting more than 10,100 votes.

The East emerged as the most popular region with 37% of the vote, followed by the West (33%), Central (20%) and North (10%). The campaign also introduced four mascots representing each region's personality, with 19 local KOLs creating content to champion their respective areas.

Related articles:  
PropertyGuru champions inclusive living in new heartfelt brand film    
PropertyGuru unveils first-ever reality TV show  
Want to smell like Bedok and Yishun? Check out PropertyGuru's new fragrances